Entrepreneurs Showcasing Success: Media & PR Strategies with Nadja Atwal + Others

Episode Transcript

Speaker 1 (00:00):
The following is a paid podcast. iHeartRadio's hosting of this
podcast constitutes neither an endorsement of the products offered or
the ideas expressed.

Speaker 2 (00:09):
We looked bigger than we will.

Speaker 3 (00:11):
We get their entire client list.

Speaker 4 (00:12):
Even Google doesn't have a category for what we do.

Speaker 5 (00:15):
I'm Richard Gearhart and I'm Elizabeth Gearhart. You've just heard
some snippets from our show. Stay tuned.

Speaker 6 (00:20):
It was an excellent one and if you're thinking of
starting a new business, you'll.

Speaker 5 (00:24):
Love it.

Speaker 1 (00:26):
Ramping up your business. The time is near. You've given
it hard, now get it in gear. It's Passage to
Profit with Richard and Elizabeth Gearhart.

Speaker 7 (00:37):
I'm Richard Gearhart, founder of Gearhart Law, a full service
intellectual property law firm specializing in patents, trademarks, and copyrights.

Speaker 5 (00:44):
And I'm Elizabeth Gearhart.

Speaker 6 (00:46):
Not an attorney, but I do marketing for Gearhart Law,
and I have my own startups and podcasts.

Speaker 7 (00:50):
Welcome to Passage to Profit, the Road to Entrepreneurship, where
we talk with entrepreneurs and celebrities who tell their stories
about their business journey and also share helpful insights about
the successes that they've had.

Speaker 2 (01:03):
Did you know that two.

Speaker 6 (01:04):
In five Americans want to start a new business or
our business owners.

Speaker 5 (01:08):
We have lots of information to help them too, and we.

Speaker 7 (01:11):
Also talk a little about the intellectual property that helps
them flourish. We have a super special guest, Nadia at Wall.
She's an award winning media expert, TV host and author.

Speaker 6 (01:21):
And then we have Jerry Davis with Draft Media Partners.
I got to ask you, would you want to know
if you were spending money, if it was doing what
you wanted it to do and not just going down
the drain.

Speaker 5 (01:32):
Well, Jerry can help with that.

Speaker 6 (01:33):
And then we have John Eslanian and he has precision esthetics.
So I don't even know how to describe this other
than saying you'll walk into his office looking one way
and walk out looking way better.

Speaker 8 (01:47):
That's everyone's dream.

Speaker 7 (01:49):
But before we get to our distinguished guests, it's time
for your new business journey. Two and five Americans want
to start a new business or are already business owners,
and lots of time our audience asks what has been
the impact of core support networks on your success?

Speaker 4 (02:06):
So not yet.

Speaker 2 (02:07):
It is always a very individual thing because not everybody
is the type of person that would just approach others
via for example, LinkedIn or an Instagram. Not everybody wants
to wait for the phone call, but initiating is tough
for many. So I would say it is a great

(02:27):
thing to be on LinkedIn. It is a great thing
to stay in touch with other business owners. Don't view
them as competitors, so create friendships would like minded. I
think that's why a lot of things go wrong when
people view the other person as a direct competitor and
don't see the potential for team ups. The core a

(02:50):
network support for me has always happened when I teamed
up with others who were in the same industry, sometimes
even had the exact same profession, and I welcome them
instead of, you know, showting them the coach shoulder.

Speaker 7 (03:05):
That's great cooperation and collaboration rather than competition. Jen, what
do you think the.

Speaker 9 (03:10):
First thing that comes to my mind when you say
core support network? I think of New York and sadly,
we lost about a half a million people from New
York City and that was my core support network. Although
I do, of course have friends and people that are
still here. A lot of them are in Miami that
are perfectly honest with you. But when you work with

(03:30):
people in the same industry. Often there are areas where
you can create your own little ecosystem merger. They do
something that you don't do because there's thousands of different
things within each industry.

Speaker 8 (03:42):
That's great, Jerry, That's.

Speaker 10 (03:43):
Just such a big part of it is getting in
network with like minded individuals that are going to provide
support and not try to crush you down. When you're
trying to do something, especially on the front end of
trying to start something new, you need a lot of support,
the support of actual infrastructure, but also just like socially,
morally might to have cheerleaders in your camp. So, yeah,
just build that network out for sure.

Speaker 5 (04:05):
Y Yeah.

Speaker 11 (04:06):
So I think for me it's important to have people
around me who are smarter than me, just because that's.

Speaker 8 (04:13):
A very small universe.

Speaker 11 (04:17):
It's not there's a lot of people who are all
here who are smarter than me. But I say that
because some people might be intimidated by being in networks
of people that are like that, right, or it might
be a competitive thing where you're trying to size yourself
up against what somebody else may have. But I think
if you put yourself around people who are doing a
lot better than you, even if you catch up to
half of what they have accomplished or achieved. I feel

(04:38):
like that's a good atmosphere for success.

Speaker 8 (04:41):
What a mature way to look at it. I think
that's so great, Elizabeth.

Speaker 6 (04:45):
I feel like core networks are where you can find
the people that are kind of doing the same things
you're doing, like everybody else has said, and that you
can collaborate with.

Speaker 5 (04:54):
I have had some really good luck on LinkedIn lately.

Speaker 6 (04:57):
That's how Naughty and I met, actually, and I think
it's because LinkedIn is for business people, and everything we're
doing is business, so that's kind of where our cohorts are.
Like Richard has been talking a lot about cohorts for
the law firm for looking at our client base and everything,
and I think that's kind of what everybody's talking about.

Speaker 7 (05:13):
And for me, core network support is having people that
I can also refer other people to when they need help.
So one of the ways I can be useful is
to put two people in touch who need each other
for some reason.

Speaker 8 (05:29):
And that's very satisfying. That said, it.

Speaker 7 (05:33):
Is time now for our distinguished guests. Nadia at Wall
and she is an amazing award winning media expert, TV
host and author. She is also an expert on AI too,
So Nadia, maybe we can start with that a little bit.

Speaker 2 (05:47):
It's a very diverse career. I started out as a journalist,
then was diving into areas of TV, TV production, media product, publicity,
and management. And in the end, when you start out
like I did in the entertainment industry, it's all related.

(06:10):
And what you see when you're a publicist, which is
one of my main roles, is the more skills you add,
the more you can serve the people that you work
with your clients. For example, when you're working with clients
and there is a magazine interested in putting them inside
or on the cover, I was always fascinated how the

(06:32):
magazines had a great talent to always pick the worst picture, so.

Speaker 5 (06:40):
It's like your driver's license picture exactly.

Speaker 2 (06:42):
So then I learned, Okay, don't give them too many choices.
And then I became a little bit more involved. I said,
you know what, I think, I need to do the
whole thing myself. So I produced the shoots, I did
the post production. I taught myself how to do that,
how to basically retouch GQ covers and to maximum covers
and so just in order to serve my client's best,

(07:05):
so they didn't just sound great and look great in reality,
but also had their dream cover and their dream spread
that goes with everything I mean. As a journalist, of course,
I can also control the narrative, so I'm writing most
of the articles that I can that I can then
place with the magazines or collaborate with the editors very closely.

(07:26):
So my skill set as a writer comes in my
skill set as an on camera interviewer, as a TV host,
as a producer, and now of course with AI, and
everything is happening so fast on that front. I'm on
the board of the Global AI Council, and so I

(07:48):
realize that again I'm serving those I'm working with and
also myself best if I'm really adapting quickly. Things are
not happening within us, but they are changing within weeks.
So I always like to be on the forefront using
AI to save myself time but also to improve the

(08:09):
quality of work that I do, and I can be
very helpful. It's not about replacing us, It's about creating
a better version of our work.

Speaker 6 (08:17):
Is it possible in this day and age? Nadia for
a business owner, somebody that wants to get a lot
of business to bury their head in the sand and
stay off of media and social media and just be
under the radar, very low key.

Speaker 2 (08:30):
I think if you are starting out now as a
business owner, I would be very skeptical that that is
a path to success. If you have already been well
established ten years ago, fifteen years ago and already made
it big, probably it's just right now. I would not
recommend that because you're making your life unnecessarily difficult and

(08:52):
you don't have to spend much time on social media.
I for example, when you looked at my Instagram, I
don't post very often. And the reason why I have
the amount of followers that I have is because I'm
in media. So by being in media on television and
quoted in magazines and writing articles, people are finding me.

(09:13):
But I also don't like to constantly post because I
find it not that relevant and I don't feel that
self important that every little move I make and wherever
I go on you to take a selfie. So when
I post, I actually then tell my friends and I say, hey,
I just posted this, you know what, love your comment.

(09:35):
And since I'm not doing that very often, I don't
go on their nerves, and they're actually quite happy to
do that.

Speaker 5 (09:40):
Now, that's really a good point.

Speaker 8 (09:42):
That's really great.

Speaker 7 (09:43):
When we started the law firm, we relied on digital advertising.
This was back in what two thousand and six, two
thousand and seven. There were very few attorneys that were
relying on websites to get business. And I was told
that you're never going to get business on the internet,
or the people that are going to sign up are
going to be terrible, and it's all about relationships. Well,

(10:06):
the website kind of started the relationship. And we were
really lucky, Elizabeth and I when we were building Your
Heart Law that the people would come and you would.
We got fortune five hundred companies contacting us.

Speaker 8 (10:19):
Through our website. But now it's the tables have turned.

Speaker 7 (10:22):
There's so much media out there, there's so much noise
out there. That is no longer such a unique thing
to be out on social right, So how do we
as business people address that issue.

Speaker 2 (10:35):
I would definitely think that TV is still king in
terms of image, and I definitely see that being in
the media is now a given or has to be
given for business owners. You see that New York is
always a very good trend indicator when you look at doctors.
For example, I moved from Los Angeles to New York

(10:58):
and I had to find all new doctors, and I've
fell for my own hype. I narrowed it down to
a few doctors that had a similar education, similar Google views,
and I in the end, I picked the one that
had the most media. I thought, might as well, I
guess this person is staying up to date. Cannot be
a dodo bird if he's constantly or she's constantly being quoted.

(11:21):
So down to the doctor that delivered my babies, I thought,
what's good enough for Brookshields is good enough for me.
And even there I picked that doctor also because he
was listed as top this, top that he was in
several magazines. I think we are swayed by that. And
it's almost now at the point where businesses that don't
have media exposure are being viewed almost as suspicious. So

(11:45):
you got to get with it, and you see it
with a lot of startups. The first thing that they
do is as seen here, as seen there. Sometimes it's
paid media, sometimes it's organic media. I always like a
little bit of both. But the worst thing is not
doing anything. I tell every business on a no matter
how much money you make, always set a little bit

(12:05):
aside to invest in your own brand, building on your
own PR and then the PR of your business.

Speaker 11 (12:10):
So we're in a little bit of a digital renaissance
in terms of like YouTube, and you had mentioned television
like traditional broadcast TV. How do you think it sizes
up or isn't in comparison to a YouTube where people
have the opportunity to now own their content monetize their
content in terms of a numbers game, the impressions are

(12:31):
a lot higher and a lot more visible than on
the TV broadcast side.

Speaker 2 (12:35):
Yes, I mean streaming in terms of numbers is beating TV.
We know that from Nilsen. Of course, it would be
ideal that you build your own YouTube channel. It's, of
course very time consuming. It's not easy to get that footing.
But streaming and investing in streaming and your own channels,
controlling your own narrative is fantastic and is important, you know,

(12:59):
and that is what gets others ahead. If the day
they had more than twenty four hours and I didn't
need to sleep, I would probably also do a YouTube channel.
I would be on even more social media platforms but
at the end of the day, I'm always also a
believer in quantity is not always as good as quality.

(13:19):
So if you do quality social media posting, if you
are on good media and you can leverage that and
you can feed your social media with that, you save
a lot of time. You have a multiple and one
and you're boosting your image and you're boosting the SEO
of your website. Don't work more, just work smarter.

Speaker 6 (13:38):
It's ideal if you can do it all yourself, have
your own YouTube channel. If you can't, if you can
go on somebody else's media, like Richard just did that
has a ton of followers. I think really leveraging media
too to go on other.

Speaker 5 (13:53):
Shows exactly is really helpful.

Speaker 7 (13:55):
But I still think though that when we talk about
quantity versus quality, part of the quality equation is not
just writing it well, using complete sentences with periods, having
nice pictures, but also showcasing things that you've actually done.
So to me, in the legal profession, it's important for
our potential clients to know, hey, we got this patent,

(14:18):
we got this trademark, we won this case, We're capable,
we know our stuff. If you can show that you've
really got the chaps. That's a big step forward.

Speaker 2 (14:27):
Yeah. You cannot be humble these days, at least not
on social media. You've got to be willing to show both.
And if you are actually a person that does quality work,
and then on top of that you are showcasing it
the right way, then it's slam dunk.

Speaker 8 (14:43):
That's the one two punch.

Speaker 6 (14:44):
Do you have a story, Nadia, about somebody that you've
worked with that you've helped them propel themselves through the media.

Speaker 2 (14:50):
Yeah, I had several, but there's one that is pretty
recent and pretty magnificent. I met a CEO on social
media on Clubhouse at that time, and he was divorced
father who was in Texas while his kids were with
the mom in Canada, and it was the pandemic and

(15:10):
he couldn't travel, and he still wanted to read with
his kids, and he thought, oh, let's see what's out
there is there may be reading app and an interactive
reading app. There was nothing out there, and so he
created it himself. He had no knowledge really of apps,
and he told me about it, and my kids learned
reading through apps. And I think that most parents are

(15:32):
very familiar with the reading apps, and so I was
very excited about it, and we were a mini team.
We didn't even have proof of concept, but I got
him big media very very fast. I got the company
mentioned in several media that was very notable. And then
parallel the team was reaching out to get some strong

(15:55):
partners and they said, hey, you know, Shaquille O'Neil is
known for liking brains, had add values to people's life.
And we already we were small, but we had a
lot to chaufa. We looked bigger than we were also
due to the media and Scheck is a partner of
the app. It's at so much. It's a wonderful reading

(16:15):
app and it shows that when I think, the question
I always get is from startup list, when is the
right time to start with media? And I said, yesterday.
You don't even need to have a product. There have
been stories of companies that didn't even have a product,
just did media and then they created a product afterwards
after there was such a buzz and such an interest,
So just do it. And this was one of those

(16:37):
cases where it was most helpful.

Speaker 11 (16:40):
You had made a point earlier about like the use
of AI and like how people can integrate that into
their marketing. Do you feel like AI has made people
a little lazy creatively or can create that tendency and
people and where doesn't come off as authentic.

Speaker 2 (16:57):
Yeah, I mean you can definitely still detect when people
just take an article and they run it quickly through
chat GTP. The professional I can sometimes tell that this
is something that this person didn't write are certain key phrases.
But you can also instruct AI better and better. So

(17:18):
is this almost as I said, it's changes weekly? You know,
suddenly you have breakthroughs. Is the same way where we
heard that that was not too long ago this year
when chat GTP passed the BI exam and the forty
five percentile, and then a few months later in the
ninety percent So yeah.

Speaker 8 (17:38):
So which much better than a lot of lawyers out there.
Maybe we should hire chatchypet.

Speaker 7 (17:44):
But I do find that the more I use chat GPT,
the more I'm able to identify chat GPT exactly materials. Right,
So it's sort of like the more you get involved
with it, the more you see, oh well that was
definitely chat GPT.

Speaker 2 (17:58):
But the more also that that's what people forget. The
more you instruct a TP accurately and the more details,
the better the outcomes. So you got to kind of
train it a little bit. And it's like with the friendship,
the more you put in, the more you get out.

Speaker 6 (18:14):
So, Nadia, if somebody is going to start a business
and start with getting themselves in the media, which media
do you suggest they're going to first? I mean, everybody
kind of gets on social media, but could you go
straight on TV and say, hey, I'm starting this new business.

Speaker 2 (18:29):
As I said, it's still the gold standard and everybody
wants to be on TV. It depends on your story, though.
So what I as a publicist, have always done, and
that's where marketing and PR should always be two separate things.
The worst thing that you can do is putting PR
under marketing. You start two separate things, but they compliment

(18:50):
each other very well. So with PR what I do
if you're really a publicist, you really really want to
get to know your client. You want to know exactly
what sets this person hard from others. That is always
the mission, and then we find the hooks the angles.
There might be something a hobby, there might be just
a certain story, and you know, reporters are also always

(19:12):
looking for experts on certain stories that they're writing about,
So it depends you just should do as much as
you can. Of course on your own. You should have
nice profiles on LinkedIn. You should build your network. Your
network is your net worth, so that is still the

(19:33):
way it goes. You got to reach out. You should
also reach out to certain media people you know on LinkedIn.
Everybody is there that might not always respond to you
right away, but the better your story becomes, and the
hardest part is always to get the first good media placements.
Once it's rolling, it's rolling, and you start maybe with
something local, and go from there to state media or

(19:55):
state newspaper for example, and from there take it to
the national level. Start somewhere, get the ball rolling.

Speaker 7 (20:02):
We are here with Nadia at Wall and she has
just been amazing and informative in every way.

Speaker 2 (20:09):
So thanks to No One.

Speaker 8 (20:12):
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Speaker 1 (22:14):
Now back to Passage to Profit once again, Richard and
Elizabeth Gearhart.

Speaker 6 (22:19):
And our special guest Nadia atwah, Oh my gosh. We
have had the most fabulous discussion, but we're not done yet.
And then we have two other people that are coming
on and some other segments on the show. We really
give you a great variety that everybody loves. So my
next question for Nadia is you were gracious enough to
be on a panel at an event that I ran
talking about getting people into media, and you said, you

(22:41):
really look for people with a big presence and you
can really spot talent.

Speaker 5 (22:45):
Can you talk about that a little.

Speaker 11 (22:47):
Yeah.

Speaker 2 (22:47):
I mean it's very interesting that very often people that
want to be on TV most are not necessarily that
suited for it, and then those who should be on
TV they're shy and heah. You definitely want to have
somebody who doesn't have the personality of a dial tone.
You want somebody who is exciting. So we had had

(23:08):
situations where see Oh would say can you get me
on this show? Can you get me on that show?
And then we are within the teams like, oh god,
do we have a vice president who exciting? Because when
a TV booker brings you on and you have that
shot and you're doing a good job, they'll bring you back.
I mean, that's how I was booked again. I was
on Fox Business and it was actually very organic how

(23:31):
it happened. I was there with the client, spoke behind
the scenes with the host about foreign policies and politics,
and then he said, you know, can we have you
also in the segment as you have to ask my client.
My client was so happy that she didn't have to
carry the burden of the segment. Okay, bring that here in.
And that was the beginning of the beautiful relationship. And
the producer saw me and booked me. And I would

(23:54):
pitch sometimes clients and I would say, Okay, okay, okay,
we're going to book that client, but we want you
on the show. So I thought, okay, I'm there's always
somebody smarter, there's always somebody better. But at least I'm
not boring, I guess. So yeah, that is what I
would say. Don't be boring, go for it, have fun,
and that is what gets you the next book.

Speaker 7 (24:12):
I do think, though the practice makes perfect right. Your
communication skills have improved over time. The more segments you've done,
the more exposure you've got, you understand the process better.

Speaker 2 (24:24):
That's why I say, do it do everything. The more
the better. In the beginning, I've seen it with clients
that were very stiff, and then after doing it for
some month, they were like they owned the show, you know,
and they loved it. It's also very addicting, and that's
what I heard from clients, So once they start with
the interviews, they find it really like an addiction, you know,
and that's good. You should have fun with it. You

(24:45):
should enjoy yourself. I mean, be prepared, try your best.
The most important thing is your smile. When you're happy,
you're right away more appealing if you're just sitting there
and looking pretty neutral. If you're not excited to nobody
is excited to watch you. So that's when we sometimes
do media training where we're doing the pretend interview. I'm

(25:07):
playing the journalist that is going to interview the client,
and I'm trying to get a little bit excitement out
of them, and I tell them, you know, like, be friendly, smile,
be excited, show us that it's a pleasure to be here.
It's like a virus. It jumps on the audience. So
never underestimate that a smile goes a long way. That
was probably one of my secrets to success. When I

(25:29):
pitched clients, I heard very often from others, you know,
you sound so friendly, like you're smiling. I can hear
you smiling, and that is true, and that in itself
is very helpful in my job. I think it's helpful
in any job. People like to feel warm and welcome,
and if you can bring that to the table, it's exciting.
No matter if you're on television or just at the

(25:51):
bus stage like exercising a muscle, and you're getting better
and better at it and then it becomes second nature.

Speaker 7 (25:57):
Nadia at Wall, thank you so much. And where can
our audience find you?

Speaker 2 (26:02):
So they can either find me on LinkedIn notatwald dot
net or you go to a company IBH Media. We're
going to be happy to talk with you and see
what we can do together.

Speaker 7 (26:13):
Thank you so much, and we look forward to whatever
is going to happen next. On Passage to Profit right now,
it's the Intellectual Property News segment. Is it possible for
a government to deny your passport because of your name?

Speaker 6 (26:27):
In Britain, yes, a family named their son Loki Skywalker
Mowbray because he was born on May fourth.

Speaker 5 (26:35):
Twenty seventeen and formerly known as Star Wars Day.

Speaker 6 (26:38):
But when they went to get him a passport, the
passport office in Britain said that name is copyrighted. I'm sorry,
your son can't have a passport. You have to ask Disney.

Speaker 7 (26:49):
So they actually told them that they have to contact
Disney to get their permission.

Speaker 6 (26:53):
So they eventually worked it out so the child was
able to get a passport.

Speaker 7 (26:57):
Well, I just want to say, just for the record,
that the UK Passport Office is completely screwed up because
you can't get a copyright on a name. You can
get a trademark on your name, but a trademark is
only good for certain types of content. You can't get
a trademark for every single use of the name. I'd
like to go around the table and ask our distinguished guests,

(27:18):
what do you think about this whole situation.

Speaker 3 (27:20):
Jerry, It just seems kind of absurd to me.

Speaker 8 (27:23):
It's ridiculous. John.

Speaker 9 (27:25):
What brings to my mind is who's the villain in
this case? Is it the government, is it the big
corporation or is it the trademark attorneys.

Speaker 4 (27:33):
Because there's clearly a villain.

Speaker 8 (27:35):
We couldn't possibly be the trademark attorneys.

Speaker 4 (27:38):
There's clearly three villains in this story. That's what brings
to my mind.

Speaker 2 (27:42):
Not it's actually interesting, Dear. I would not want to
deal with Disney on these things. It's time for that.

Speaker 7 (27:47):
Yeah, well, you know this trend could spread. Maybe governments
don't want people naming their kids after celebrities, right, you
never know what's gonna happen. Anyway, we have to wind
this up and take a commercial break. You're listening to
Passage Profit with Richard and Elizabeth Gerhart. Will be back
after this commercial break.

Speaker 13 (28:04):
Learn how thousands of smart homeowners are investing about a
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Speaker 1 (30:02):
Passage to Profit continues with Richard and Elizabeth Gearhart.

Speaker 8 (30:07):
Just remember.

Speaker 7 (30:07):
Passage to Profit is a nationally syndicated radio show heard
on thirty eight stations across the US and tomorrow our
podcast will be available, so no matter where you are,
you can listen to Passage to Profit. Passage to Profit
podcast is ranked in the top three percent globally on
listen Notes and has also been named as a top
ten podcast for entrepreneur interviews by the feed Spot Podcasters database.

(30:33):
So how about that. So now it's time for Ken
Gibson and Power Move. So what's going on today?

Speaker 11 (30:39):
Excited about Power Moves today because we're going to talk
about Cameron and Mace, who are the creators and owners
of It is what it is, which is a sports
media talk show, and they own it. They created it
from one hundred and twenty thousand dollars investment, which is
now turned into a twenty million dollars deal for them.

Speaker 2 (30:59):
Right.

Speaker 11 (30:59):
It's a little minute sports empire that they built for themselves.
If you don't know who Cam Run is, he is
a Harlem rap legend. Him and Mace actually used to
be rivals back in the day. So it's interesting that
they both partnered together and they've built this little empire.
But I wanted to give them Power Move because I
thought from a creative standpoint, they're empowering themselves. They're empowering
other creators in the space that you can build something,

(31:21):
own it, have equity, and monetize it. So I'm giving
them both power moves today.

Speaker 8 (31:25):
Yeah, that's great.

Speaker 7 (31:26):
That's a lot of hustle to generate a twenty million
in revenue.

Speaker 11 (31:29):
It is, it is, but they're doing it and it
can be done. So if you're out there and you're
a creator and you want to make it happen for yourself,
you can.

Speaker 5 (31:37):
I want to make it happen.

Speaker 2 (31:38):
We're making it happen.

Speaker 8 (31:40):
What about you, Elizabeth, tell us about your projects.

Speaker 6 (31:43):
Danielle Willie and I just did another couple of episodes
at the Jersey Podcats podcast where we talked about cats,
we interviewed somebody and Danielle is just wonderful.

Speaker 5 (31:53):
To do this with. She's a really great podcaster.

Speaker 6 (31:55):
And then Stacy Sherman and I have podcasts in YouTube
Creators Community, which was what Nadia spoke at last time.
And it's a great meetup. We have a lot of
people coming and we have Chris, who is the founder
a podfest, doing a pod tour at our podcast meetup.

Speaker 2 (32:14):
But that's enough about me.

Speaker 6 (32:15):
I'm just so excited to talk about the projects these
next two guests have going because these guys have amazing companies.
We are going to start with Jerry Davis with Draft
Media Partners. Now, this is a struggle every business owner has.
If you spend dollars on advertising, how do you know

(32:36):
it's going to the right place or doing any good? Well,
Jerry has an answer for that.

Speaker 3 (32:40):
That is a huge question.

Speaker 10 (32:41):
And when we get a lot and we're constantly having
the conversation with business owners and ad agencies about how
do we actually track all of this. We're doing all
these ads, all this stuff is going out. What do
we do with the data coming in? How do we
convert it? How do we track it? And so that's
what our company does. Our main clients are actually other
ad agencies. We usually work in the background. We have
about one hundred and seventy five plus active clients and

(33:04):
maybe fifteen percent of them know that we even exist
because we operate in the background of other ad agencies
to provide them technology resources and so ad agencies cmos
and then enterprise level companies that have kind of devoted
marketing teams, that's who we work with to help them
track their campaigns.

Speaker 8 (33:22):
Excellent. So how did you get into this.

Speaker 10 (33:24):
Oh it's a meandering road. I've done a million things
over the years, but a lot of that free getting
into advertising was I was on the other side of
the table. I was the one having to do the
buying and I was the one having to track all
that stuff. And then I got an opportunity to work
at a small newspaper. That's where I fell in love
with advertising. I was also a photographer of that newspaper
and won a little award for the first ad every

(33:45):
day for a guy's pizza joint. I took a picture
of him throwing the dough up in the air and
laid out the ad, put it in the paper, and
I just got to see, like, Wow, we just created
a thing. And then people started to walk into his
pizza shop and buy pizzas and bring it in, and
I was like I was hooked after that.

Speaker 6 (34:01):
But now you have proprietary software that you developed, right.

Speaker 4 (34:04):
Yeah.

Speaker 10 (34:05):
Part of it is it's a mix of things. Because
we were talking earlier about being collaborative and that's a
big part of what we do. So there are proprietary things,
there are things that we do in collaboration with others,
and then other things that we partner in farm out,
but the proprietary software would be the one that helps
ad agencies predict the outcome of a campaign.

Speaker 11 (34:24):
It probably helped you that you did work in these
different facets of like working for the newspaper, right, because
you really know how media is supposed to work. So
when you're developing something like this, it's like you have
a lot of intel.

Speaker 10 (34:34):
Well that's right, because it's answering the question that everybody
wants to know. It's like, Okay, I put an ad
out there, how do I know somebody became a customer?
How do I connect those dots?

Speaker 4 (34:43):
Not yet?

Speaker 2 (34:43):
How has this business changed in the recent few years.
I'm assuming a lot.

Speaker 10 (34:49):
We started off as just a technology company and we
just wanted to sell a service to other ad agencies
where they could log in, they could use our predictive
algorithm figure out what was going to happen with their
camp pain, and then off they go. But then they
liked it so much that then they came to us
and they're like, oh, you predicted the campaign, this is great.
How about just do it please? So then we had

(35:10):
to transition to a full service fulfillment agency.

Speaker 8 (35:13):
How do you market a B to B company like this.

Speaker 10 (35:17):
Well, doing stuff like this helps a lot, and because
our customer is other AD agencies, it's actually a pretty
easy conversation to have because when we reach out to
an ad agency, once they kind of understand what we
do and how it's going to benefit them, then we
get their entire client list basically right after that, once
we strike up a relationship with them.

Speaker 6 (35:36):
One thing I want to do for the studio eventually
is very targeted digital advertising. So I want to do geotargeting.
I want to do people with a business that want
to start a podcast. Is that part of your algorithm?

Speaker 4 (35:49):
Yeah?

Speaker 10 (35:49):
Absolutely, so we can. We can get about as granular
as you want to get. And I'm glad you brought
that up because that's actually where we start, is with
that customer profile and work our way back. A lot
of people get kind of I call it, they work
in silos where it's like, Okay, I need my Meta
strategy and I need my Google strategy, I need my
Amazon strategy. But we're platform agnostic, So we start with

(36:11):
that profile of that person that you're trying to get
and then work back because I mean, frankly, who cares
where an ad shows up as long as it's in
front of the right person and they convert. So everything
you mentioned would be incorporated into something like a campaign
like that.

Speaker 11 (36:25):
Is it only digital that works for what you're doing?
Or can you incorporate broadcast radio?

Speaker 8 (36:31):
We still are a.

Speaker 10 (36:32):
Full service ad agency, so we do buy it all
and if somebody if that is part of what a
reasonable strategy would be for their business, then we would
absolutely incorporate that.

Speaker 11 (36:40):
And then how would you measure Like how is it
measured in the platform like a broadcast radio piece?

Speaker 3 (36:45):
Oh, well, the same way it always has been.

Speaker 10 (36:46):
It's tough, so we can There's lots of different ways
you can do that, Like we can track hits on
a website based off of the run schedule and things
like that. There's little things we can do there. We
can also do like a footprint analysis. We can tell
if somebody actually walked into the location and things like that.

Speaker 6 (37:02):
Not yet, publicity and advertising are two different animals, right,
so you would probably work with the advertising agency to
get publicity for their people.

Speaker 2 (37:09):
I mean there needs to be just consistency and messaging.
So when you work hand in hand, be it with
marketing teams advertising, you definitely want to make sure that
one hand knows what the other is doing. I think
collaboration on that front can be super successful if there's
really a team spirit and again not the competitive edge,

(37:29):
but the complimenting each other spirit. And you seem the
type that works like that.

Speaker 10 (37:35):
Oh God, that's how we are going to grow. And
that's just kind of a core philosophe or ours we
don't want to be. I think you mentioned this earlier,
competitive versus cooperative, and yeah, that's exactly what we want
to be.

Speaker 3 (37:45):
In that space.

Speaker 2 (37:46):
I spoke some years ago, not too long I spoke
with somebody who was a top executive and advertising and
I was asking him, so, if you would define a
trend when it comes to launching a product, when it
comes to consumer what they're looking for console behavior, what
would it be? And he says, right now, people want
to be part of a club. They want to be

(38:06):
kind of part of the communities whatever you are launching.
You know, if you can create that spirit that they
are part of something, if it's a little exclusive club
or just something that feels special where they're part of it,
then that's the way to go.

Speaker 10 (38:21):
That's as I think that's why the subscription model for
so many things has become such a big deal, and
that everybody's leaning into that because they are part of
that club, and they had to pay to be in there,
and they're going to keep coming back.

Speaker 7 (38:33):
The name of the company is Draft Media Partners. So
how did you start the name of the company with
the word draft?

Speaker 10 (38:40):
Well, Draft actually was an acronym, and it was referring
to that piece of technology that we use for predicting campaigns.
But then, as I was saying earlier, the evolution of
our company, we're really more of a media partner than that.
It's not about that one piece, and so that's why
we change it to Draft Media Partners. And the other

(39:01):
reason we like the word draft just in general is
because we kind of feel like everything we do is
a draft of the next thing.

Speaker 3 (39:07):
We're constantly trying to evolve and be better.

Speaker 6 (39:10):
Draftadvertising dot com where people can find you, and this
has been Jerry Davis.

Speaker 8 (39:15):
Passage to Profit with Richard Analysabeth Pierre Hart.

Speaker 5 (39:17):
Our Media, Maven Kenya Gibson more Right after this, learn.

Speaker 13 (39:21):
How thousands of smart homeowners are investing about a dollar
to avoid expensive home repair bills. John a former non
customer said, my air conditioner broke and I had to
spend nineteen hundred dollars to fix it. Jeff a customer wrote,
my air conditioner broke and I got a new one
at no out of pocket cost. Mary, a former non
customer wrote, my heating system stopped running. I had to

(39:44):
spend three thousand dollars to get a new one. Lisa,
a customer wrote, my heater stopped working. I got it
fixed at no out of pocket cost. For about one
dollar a day, you can have all the major appliances
and systems in your home guaranteed fixed or replaced. Call
If the lines are busy, please call.

Speaker 14 (40:02):
Back call the home worrdy hotline now at eight hundred
two five five four nine four oh eight hundred two
five five four nine four oh eight hundred two five
five four nine four oh. That's eight hundred two five
five forty nine forty Now.

Speaker 1 (40:20):
Back to passage to profit once again, Richard and Elizabeth Gearhart.

Speaker 6 (40:24):
Now we are on to John Eslamian with Precision Aesthetics
and his website is Precision Aesthetics MD dot com.

Speaker 5 (40:32):
And please tell us what your company does and how
they do it.

Speaker 9 (40:35):
Okay, well, it is because you can never be too
rich or too beautiful. You guys are talking about the profits,
but of course we all secretly want to look younger
and look beautiful and look our best. So ironically it's
very confusing because, believe it or not, even Google doesn't
have a category for what we do. We have to
list ourselves as either a dermatologist or a plastic surgeon,
and we are neither. We are a non surgical cosmetic

(40:58):
doctor's office, different from a spa. A medspa is where
you want to go get a massage and maybe they'll
have some of these machines that are not too dangerous
and not too effective. If you want to get a
medical grade treatment with a more serious machine that needs
to be operated by a very skilled technician, that's where

(41:18):
we come in.

Speaker 5 (41:18):
What kind of treatments do you do?

Speaker 4 (41:20):
It's kind again, kind of interesting.

Speaker 9 (41:22):
The average person pretty much has seen cool sculpting, which
was for context, that's twenty sixteen.

Speaker 4 (41:28):
It's not that long ago.

Speaker 9 (41:29):
Nine years ago. Prior to that, the very first device
that ever got FDA approval was called thermage, and it
was with radio frequency. Doctor hates when I speak this way,
but basically it's the same. It's a similar technology to
the microwave. But the genius of it is see, prior
to that, there was only lasers for little spots and things.
And when they came up with this idea, which was

(41:49):
only what twenty two years ago, you could actually get
to the collagen layer, tighten the skin without burning. If
you tried to do that with a laser, you'd burn
very quickly. So the first came Thermage with the radiofrequency
tightening the collagen, making more collagen.

Speaker 4 (42:03):
That's why I'm so beautiful.

Speaker 9 (42:04):
And then someone else came in and said, let's use
that technology go to the fat layer and melt fat.

Speaker 4 (42:09):
So rather than doing cool sculpting.

Speaker 9 (42:11):
In two thousand and nine, this other company came out
and said we can melt the fat and tighten.

Speaker 4 (42:16):
The skin, but they didn't spend any money marketing.

Speaker 9 (42:18):
So then alone comes cool Sculpting, spends one hundred million
dollars and markets something that well google search it yourself,
adverse events. And then then these guys came in with
doing the muscles. So not only can we do your
six pack apps, we do the muscles on your face,
which I've done half a dozen times.

Speaker 8 (42:36):
N you look great.

Speaker 5 (42:37):
Yeah, exactly like a facelift kind of it is.

Speaker 9 (42:40):
I mean, what why would you pull thin skin over
bones when you could actually restore your muscles. We could
restore thirty percent of your muscles along your jaw lines.
You don't have that old man saggy jaw. We can
restore the those muscles, these muscles down here on your
forehead under your chin.

Speaker 8 (42:58):
Do you use weights?

Speaker 2 (42:59):
No?

Speaker 9 (42:59):
No, it's it's like it's a muscle stem. It's a
contraction when you're in it. There's some pictures of it's
like you're sitting there and your faces going quick. You know,
this is being like twenty thousand times. And by the way,
this also means that just go watch a YouTube on
facial yoga. You could do it yourself. Just do it
twenty thousand times.

Speaker 6 (43:19):
All those people walking around that are sixty, that look
like they're forty five, that are so proud of themselves,
like what percentage of had this time? And they're not
telling anybody, right, go to New York for my treatment.

Speaker 3 (43:30):
Yeah.

Speaker 9 (43:30):
Actually, if you look up homage, I think Gwyneth Paltrow
stumps for them. So I'm not you know, she doesn't
come to our office. I'm not saying anything. I mean,
you see her face all over their heads and everything,
and I'm sure that all of her other friends use
the same technology.

Speaker 5 (43:42):
Well, Nadia, you know John.

Speaker 6 (43:44):
Do you have any questions or comments about his business.

Speaker 2 (43:47):
Well, I'm a firm believer in doing good maintenance work
before it all goes down the drain and then you
have to do a redigal facelift. So I think this
is a fantastic way of just maintaining your look not
looking different, but you also you need to stay on
top of that. I think it goes with everything. I think. Also,
when you do these phase M scout things, you see

(44:10):
results quickly. From what I've noticed, and because I'm intrigued
about this, I was diving a little into that and
just saw that you can see results pretty quickly, and
then people automatically when they see the results, they're also
more animated to parallel live a healthier lifestyle and go
to the gym. Often when you see first results, it's

(44:30):
kind of like a kickstart. So I like that very much.
And yeah, I'm definitely interested about the M phase. I
would always try anything that is not so invasive, and
this makes sense to me, and I know that people
come from all over the world to the practice for
a reason. I mean, there are a lot of medical

(44:51):
spas out there, but it seems like now every person
who was briefly a nurse is now injecting botox and
all kinds of things. So I'd rather go to a
place that is run by real pros and people with
the top notch medical background. I'm very much a fan
and a believer in this.

Speaker 9 (45:11):
Yeah, as much as these devices are prolific, the one
that does the apps, for example, it's it's electromagnetic.

Speaker 6 (45:17):
It's scary putting your body in are their mind and something.

Speaker 9 (45:20):
I always I answer the phone a lot because the
ladies in the office are taking care of the patients,
and I have a big mouth. I'll chit chat for
a half hour and I tell people, I said, look,
if you never speak to me again, just use your
common sense. You go on the website, You're like, oh,
these guys are talking about and have press releases from
seventeen eighteen years ago, so clue they have fifteen years experience,

(45:41):
they have seven, eight, twelve different technologies. They're not going
to sell me just the one for the ABS because
that's all they have. They may actually have something that
melts fat and it doesn't add muscle, which of course
we do. So that's another.

Speaker 3 (45:52):
Clue, you know.

Speaker 9 (45:53):
So there's like there's little clues that you can figure out,
you know. And by the way, when you see the reviews,
turn them upside down and look at all one star reviews,
because sometimes it looks like that it's a four star review,
but that's because they have four thousand reviews, and you
turn it upside down, you're like, oh my god, they
got twenty seven one star reviews where they actually hurt people.

Speaker 7 (46:12):
Yeah, so don't go there. So John, I have there's
a friend of mine who's a guy asking for a friend,
not that I would ever want this for myself, but
he has a little bit of a turkey nack you'd
like to get rid of.

Speaker 8 (46:26):
Do you do a lot of work on men.

Speaker 9 (46:27):
Yeah, no, absolutely, Yeah, the men are coming in more often.
By the way, what we do, every single thing we
do has no downtime. You could be on TV two
hours later. That's the beauty of what we do. There
are other very invasive things that are done, you know,
complete resurfacing of the skin. You look like tails from
the crip, which of course if you want that, knock
yourself out.

Speaker 8 (46:46):
But shows you do tattoos with that?

Speaker 3 (46:50):
Yeah, we don't know.

Speaker 4 (46:50):
Off of those treatments.

Speaker 9 (46:51):
We only do one hundred percent non surgical known downtime stuff,
which is what our patients love.

Speaker 6 (46:56):
Precision esthetics MD dot com, www dot two one two
seven nine nine one four one one dot com.

Speaker 4 (47:05):
Oh id think which is which is a fun thing
to do? You guys should all do that?

Speaker 5 (47:08):
Okay?

Speaker 6 (47:09):
So instead of going to Precision Esthetics MD dot com,
go to two one two seven nine nine one four
one one dot com. We will be right back with
Secrets of the Entrepreneurial Mind. We need to take a
break now. Passage to Profit wrote to Entrepreneurship with Richard
and Elizabeth Gearhart, Kenny Gibson and our special guests not
yet at.

Speaker 5 (47:28):
Well, will be right pick.

Speaker 16 (47:29):
I'm Jack CEO and co founder at ushabits dot com.
When I left my job as a Wall Street banker
back in my twenties, I felt completely lost trying to
navigate the process of hiring a financial advisor. I thought
it should be easy to find the right financial advisor.
So I created a place where young families could feel
understood and their unique needs would be met with empathy

(47:50):
and expertise. That's why I started usehabits dot com, where
we help you find your financial advisor free of charge.
Usehabits dot com to profit.

Speaker 7 (48:01):
Now it's time for Noah's retrospective.

Speaker 6 (48:04):
Noah Fleischmann is our producer here at Passage to Profit,
and he just has a way of putting his best
memories in perspective.

Speaker 17 (48:13):
Got the keys. I've always kept him in my left
pocket ever since I was a kid. That's the one
thing that hasn't changed since then. We still use our
keys to lock up and get into our homes, at
least most of us in the cities do oh. I
know all about those computerized home systems where it's all
face and voice recognition, but if something in that computer
goes the wrong way, Heaven forbid, you could be sleeping

(48:34):
in the car for a couple of nights. That's if
the car will let you back in. Keys are probably
just as old as doors and you don't have to
reboot them, and with more traditional structures controlled on the
internet nowadays, we'd better cherish it. I visited one of
those modernized offices recently and I stepped out to use
the restroom, but I was just about done. I leaned
over and looked around and realized there was no handle

(48:56):
or button to you know, finish the job. So I
quietly stepped doubt and ask the concierge and she said, oh, no,
there's no handle or button or anything. I'll just walk
in and flush it later. That was some restroom.

Speaker 8 (49:08):
Good thing.

Speaker 17 (49:09):
I remember to return the.

Speaker 1 (49:10):
Key now more with Richard and Elizabeth Passage to Profit.

Speaker 6 (49:14):
Now it's time for secrets of the entrepreneurial mind. Nanya
at Well our guest today, Anya, what's a secret that
you've used for success that you don't tell very many people?

Speaker 2 (49:26):
That I'm five inches deep and ten miles wide, so
you know, check of all traits, muster of none, well
maybe muster of a few things on the very few things.
But I think it has helped me to just have
brought knowledge. I read a lot. I think the same

(49:47):
thing that I tell my children read books. Knowledge is power.
As I said before, adding skills, being very well informed,
work on your weaknesses, and try not to repeat this
same mistakes. That is something that I really find I
have managed over the years. It just made me so
upset when I would repeat the same mistake. I think

(50:10):
this whole Olympic thought of failure is great and we
learn through failure, well, you know, try to avoid failure.

Speaker 5 (50:18):
I don't need to learn that much.

Speaker 2 (50:20):
I think failure is celebrated too much. I don't like
to fail. But definitely, if you lose, don't lose the lesson.
That is a key takeaway.

Speaker 6 (50:31):
Excellent, okay. Jerry Davis with Draft Media Partners, What is
your secret?

Speaker 10 (50:36):
Whatever you're into, take it seriously, but also hold it
lightly because everything has a beginning, a middle, and an end,
and don't get devastated. We don't want failure, but hold
it lightly and don't let it consume you because there's
always going to be bomps in the road along the way.

Speaker 6 (50:53):
That's excellent advice. Johns Lanian with Precision Aesthetics two and
two seven nine nine.

Speaker 5 (51:01):
Well, that's your secret.

Speaker 9 (51:02):
You have to learn when you're doing something right, and
if you're not tracking your successes and figuring out why
you're being successful, it's going to fall off the rails.

Speaker 4 (51:11):
And you'll never know why.

Speaker 5 (51:13):
I love that.

Speaker 9 (51:14):
If I think I'm a smart person and I've already
figured out the best that I can come up with,
and someone betters comes up with a better idea, I'm like,
oh my god, I am so happy we've come up.

Speaker 4 (51:24):
With something better than my best.

Speaker 9 (51:26):
So I love to be wrong in that sense that with.

Speaker 4 (51:30):
A better idea.

Speaker 5 (51:32):
Yeah, the perfect husband of you.

Speaker 11 (51:38):
So I'll share something that I heard in a meeting
this morning, and it's from Warren Buffet. It says that
time is the friend of the wonderful business. It's the
enemy of the lousy business. If you're in a lousy
business for a long time, you're going to get a
lousy result, even if you buy it cheap. If you're
in a wonderful business for a long time, even if
you have to pay a little too much going in,

(51:59):
you're going to get a wonderful result if you stay
in it for a long time.

Speaker 8 (52:02):
So I thought that was very profound. Yeah, he should know, right,
and he should know that's great.

Speaker 6 (52:08):
So my secret is a little in the weeds. It's
kind of for the media stuff. I've been really looking
at what other people are doing. And even though as
entrepreneurs we've invented something new and we want to put
it out there and we think it's really great, I
think we have to look at the lessons from other
people and really look at like what worked for them. So,
for instance, I'm watching a lot of silly TV shows

(52:30):
like talk shows and game shows and just weird stuff
like that that Richard doesn't watch them with me because
to bed, But I enjoy watching him because I'm kind
of seeing like, what is working for these people for media,
and how are they choosing people to come on, and
what's working for those people. So I just think you
can say, yes, I invented something new, but there are
some things I.

Speaker 5 (52:49):
Need to take that have worked for other people.

Speaker 8 (52:51):
And you says I couldn't agree more.

Speaker 5 (52:53):
It was a great show. Everybody had really cool stuff
to talk about.

Speaker 7 (52:56):
Passage to Profit is a nationally syndicated radio show, heuring
in thirty eight markets across the United States. In addition,
Passage to Profit has also been recently selected by feed
spot Podcasters database as a top ten entrepreneur interview podcast.
Thank you to the P two P team, our producer
Noah Fleischman and our program coordinator Alisha Morrissey and Rissicatbasari.

(53:21):
Look for our podcast tomorrow anywhere you get your podcasts.
Our podcast is ranked in the top three percent globally.
You can also find us on Facebook, Instagram, x and
on our YouTube channel. And remember, while the information on
this program is believed to be correct, never take a
legal step without checking with your legal professional first. Gearheart

(53:41):
Law is here for your patent, trademark and copyright needs.
You can find us at gearheartlaw dot com and contact
us for free consultation. Take care everybody, Thanks for listening,
and we'll be back next week.

Speaker 1 (53:52):
The proceeding was a paid podcast Iheartradios hosting of this
podcast constitutes neither an endorsement of the products offered the
ideas expressed