Episode 24 with Guest Seth Greene

Transcription

1 Episode 24 with Guest Seth Greene Speaker 2: Welcome to episode number twenty-four of Boost Your Sales and Lifestyle. I'm your host, Lisa Sasevich, the queen of sales conversion and founder of The Sales Authenticity and Success Year Long Mastermind Training Program for the Heart Centered Entrepreneur. On today's show we'll be talking with Seth Greene and learning the secrets to creating a podcast, and then turning that content into all kinds of great things, from social media, to blog posts, all the way through to a book. Yes. Wouldn't it be awesome to be able to do something once, and then be able to touch people all over the world, online and offline, and stop being the best kept secret in your niche. Are you ready to get sassy with us? Let's dive in. Welcome to the Boost Your Sales and Lifestyle Show, with Lisa Sasevich, the queen of sales conversion. Lisa teaches experts who are making a difference how to get their message out and enjoy massive results without being salesy. Lisa is here to lift you up, show you a new perspective, and open your world to what's possible for you. Helping way more people, making way more money, and making the difference you were born to make. Welcome everybody. I'm excited to have you here. Congratulations on doing what it took for you to be here today participating with your complete focus. This symbolizes your commitment and your investment in yourself and those that you serve. This season's theme is craft your online and offline sales conversion machine. Each of my guests on the show have been hand selected, so you can stand on the shoulders of giants and learn from people who have gone before you and experienced great success. Today, it's my honor to introduce you to Seth Greene. Seth is a nationally recognized direct response marketing expert. He is the only person in history that Dan Kennedy has nominated for marketer of the year three years in a row. He is the author of six best- selling books, including Podcast Marketing Magic. He's been featured on CBS Money Watch, CBS News, The LA Times, The Boston Globe, The Miami Herald, and the number one morning radio show in New York City. Seth has worked with some of the biggest names in the business, like Jack Canfield, Ron LeGrand, Ted Thomas, and Dr. Dustin Burleson, just to name a few. He's also spoken on stages with Dan Kennedy, David D., Darcy Juarez, and many, many more. He represents everyone from local brick and mortar businesses to fortune five hundred companies. Seth is the founder of one of the fastest growing direct response marketing firms in the country, Marketing Domination LLC, and he's here to show us how to attract new customers like magic. I'm excited to welcome, Seth Greene. Hi Seth. We're thrilled to have you with us today. 1

2 Thank you so much. I'm thrilled to be here. Well, I am excited for everybody to learn from you. You have so many awesome accomplishments. You've been helping so many people. I want to learn more about you. I know that our listeners do too. First off, tell us something sassy about you, a lesson learned, a turning point, a life story, how can we get to know you better? I'll give you a lesson learned. About two years ago, two and a half years ago, my wife and I were looking for a new house. Our third child was now one. She was still in the crib in the bedroom with us because we didn't have any more room in our house. Our other two children had all the other remaining bedrooms. We were looking for a new house. Around that time, we had a new perspective client that if they were signing with us, it was a multiple six figure a year contract. At the time, they would have been our new biggest client. We had been going back and forth with them from initial meeting, to proposal, to contract for about six months, which is a lot longer sale cycle than we normally have, but I didn't notice that as a red flag. In our last meeting with the CEO of the founder of that company he said, "Okay, we're good. This sounds great. Send me a contract." It was a Friday. He said, "Send me a contract. I'll get you a check on Monday." I said, "Okay, congratulations. Fantastic." I told my wife. Right about that time she started looking at houses. The price range I gave her for houses was based on that contract coming through. For about a month, she was looking at houses that were only in our price range if this deal came through. Sent out a contract on Monday, didn't have a check. Kept following up, sending s, phone calls. "Hey, want to make sure you got it. Okay, let's set up a time. You know, I'll swing by, pick up the check, no problem." Got the run around. Got the run around from his assistant. A month later, my wife has found a house she loved and we still don't have a check yet and I'm getting really, really, frustrated because she doesn't know that it's based on that contract. I've mentally spent part of that money on the house and it's the only way I can afford it at the time. I can't get my phone calls returned. I said, "You know what? I don't have a check. It's thirty days later. I don't know what else to do." I just showed up at his office. The secretary's you know, "Do you have an appointment?" I said, "No, but I cleared everything else off my day. I've got a book. I'm going to sit here in your waiting room all day. I need to talk to Mr. so and so. I'll wait all day. I don't have a problem with that because I can't get a return phone call." She goes, "Oh my goodness." She looks all flustered and upset. She goes back, gone for two minutes, comes back and says, "I'm sorry. He changed his mind. Thank you so much anyway." That lesson learned the hard way was don't believe it until the check clears. Don't spend the money mentally or physically until you actually get it because even people who say yes, we've got a deal doesn't always actually happen. 2

3 I so appreciate your vulnerability in sharing that story. It's really common on our campus. We teach our mastermind members very early on how to make what we call high ticket sales. These are two thousand dollars plus sales of your own services. Many of our clients, they've given a lot away, and they're experts in their field, but they've never charged like that for their services, and some have never charged for their services at all. We always get these celebrations of people saying, "I made a sale!" I'll say, "Did they pay in full or do a payment plan?" "Well, as soon as their next deal comes through or they get that tax refund they're going to pay." We have a saying that I think is really apropos to what you're saying, which is it's not a sale until you've got the money, right? It's not a sale until you've got the money. I appreciate that lesson. I really love that you said it because the question becomes, how can we transform the dynamic from us pursuing, like when you took a whole day and you sent all those s? You can feel with everyone of those things, right? Like you're lowering your level in their eyes, right? You just know every one of those, hey just getting this to the top of your inbox s is not a good thing. We call all the strategies to turn that around invite, pursue, right? We want to invite, pursue, versus pursuing. I'm curious about how that changed things for you since that experience. Sure. I haven't really made that mistake since then. I might have made it maybe once on a much smaller, smaller level, but I have learned that lesson the hard way. We have changed our sales process. Now, a lot of times we will require a deposit with a consultation that's refundable against fees they pay to hire us so that we don't do endless re-consulting, which I know you teach not to do. We have worked on positioning ourselves better to justify that and to get to the point where, you know what? Even if you think it's not okay, it's okay to turn away business and you'll be better off in the long run. Yeah, and your team will love you more for it too, right? Because a lot of times how people show up with one thing, they continue to show up. You know, you can't get the check. Then, you can't get them to schedule an appointment. I feel you on this one, Seth. So that our people can get to know you and what you're doing now even better, tell us about the unique transformation that you offer with your work. Yeah, what we do is make sure that you are no longer the best kept secret in your niche. There's so many people out there who are wonderful at what they do, but they're not necessarily wonderful at marketing what they do. I know you teach it doesn't matter how good you are if you have nobody to be good for. What we've done is created a done for you podcast into a book program, where it kills two birds with one stone. We do all the work. We book all the guests. We get the [inaudible 00:10:03]. We do all the marketing. We do the cover art and audio editing and everything, so that they have a podcast every single week. We get 3

4 them sought leaders in their industry, influential people in their industry, people who can have a huge impact on their business as their guests, so that when those folks share the show and promote it to their audience, their audience comes back to our client. Then when that episode's done, we turn it all into a book, publish the book, market the book, and get everyone who was on the show and now in the book to market again, the book. Thus, getting two waves of promotion for the price of one, and getting them, they now have a top rated podcast. They now most likely have a best-selling book in their category, so that they have now been implicitly endorsed by all the people who were in the book and on their show, so they now have an army of folks who are promoting them and it makes them an authority in their niche in a relatively short period of time. Gets them a ton of targeting traffic to their website, to their social media presences and really opens the door to a whole new level of recognition, expertise, and business. Awesome. It's called, It's Done For You, so it sounds like when someone is interested in doing this they get committed to that podcast, and then everything else can kind of roll out of that. Is that right? Yes, exactly. Yeah. What are some of the biggest mistakes. This season is about crafting your online and offline sales conversion machine, we call it. Online meaning teleseminars, webinars, podcasts, et cetera. Offline might be life stage speaking, one on one high ticket sales conversations. What are some of the biggest mistakes that you see people making when they go out there to start in on this particular adventure, the podcast adventure where people are just shooting themselves in the foot? I think some of the biggest mistakes I see are one, them being boring. I mean, I think that's the number one marketing sin across the board. People are bombarded by tens of thousands of market messages all day on social media, online, , you name it, what have you. In order to stand out, you can't be boring. I think one of the other biggest mistakes I see, is that people think somebody else has to anoint them. They think, oh I can't approach so and so until I get this designation or this certification, or I have to be doing so much in business before they'll talk to me, or I have to pay them twenty-five thousand dollars to be in their mastermind group or something. None of that is true. Nobody will declare you an expert unless you declare it first. Depending on the profession, obviously doctors, lawyers, there are professions where you have to have certain licenses and certain certifications, but in the business owner or author, speaker, coach, consultant space, then only thing limiting you from declaring your expertise or getting recognition is your story about why you can't have that. 4

5 I think it's really important to reach out to the people who could have such an impact on your business and not wait. We have a client who is a gulf coach. On his podcast, The Ultimate Boardroom, he interviews large company CEOs who golf. They talk about life in business lessons learned on the golf course. He's had some really big CEOs on that show. The very first episode he had ten listeners. One of them was him, one was his wife, and the other seven worked for me. If he had waited, he never would have had any guests. One of the beauties of the podcast medium while we're at this point in time is it's still so new to most people that nobody asks how many listeners you have when you're asking them to do your show. You can still get incredible people who have a big influence in your niche before you have a hundred thousand or a million listeners, so I wouldn't let that limiting belief hold you back. Awesome. Yeah, we call that assume the throne. I agree. I crowned myself the queen of sales conversion in 2009 and nobody ever questioned it. I kind of grew into it over time. I definitely can relate and whole heartedly agree with what you re talking about. You mentioned that with your service where you're helping people go from podcast to book really, that part of the magic, you're known as America's ultimate marketing magician, that part of the magic is that when the guest, when they're show airs, that you do things to encourage the guest to help promote. Then, you also encourage the guest to help promote the book, it sounds like. I'd love to hear more about that because I know we're newer with our podcast. You are our twenty-fourth episode. We're newer at it. Want to make sure we're taking advantage of all the tips and tricks along with our listeners. Absolutely. I think there are a lot of tips and tricks in that area that we could share. We could start with an easy one. The name of your podcast shouldn't be the name of your podcast. For example, itunes will give you hundred of characters to use the name of your podcast. I see a ton of podcasts where the name is like three words. You can put indents or lines in between and put your key words in your title after the actual title. That helps for search engine optimization in the itunes store. You can also do that with your name. I noticed that it says Lisa Sasevich, it might say Lisa Sasevich as the name of the podcast there and you've got tons of room. You could say Lisa Sasevich, queen of sales conversion, sound creator of the invisible clothes, sales expert. You could extend it out much further to help your credibility and more importantly help you rank hire on itunes. Hmm. Okay, wow. I'm going to be definitely having my team listening to these tips. Sounds like there's some things we can apply right away as well as our listeners. That's awesome. Use the extra space, you're saying, to stock with keywords, both in your title and your name. Absolutely. 5

6 Awesome. Thank you very much. We get into crafting in both online and offline sales conversion here this season. I'm curious what specific strategies you have implemented to bring your work online. What we've done to bring our work online? Well, we are offering the incredible offer. We're going to make to our listeners, that they can get a free copy of my new book, Podcast Marketing Magic. Then, along with the book they get an offer, again also free, to attend a live training session with me where I walk them through the exact same process we use for our podcast and we use for our clients to create the podcast, turn it into a book, and get incredible traction out of it. That is primarily the way we are marketing it right now online, in addition to me speaking at events offline. Awesome, yes. For everybody listening, really to acknowledge you for investing this time today in yourself and in your business. As Seth said, you can no longer have to feel like that best kept secret in your niche. Seth has generously offered to give you his Podcast Marketing Magic book absolutely free. That comes with an accompanying webinar that as he said walks you through the exact process he uses to turn your podcast into a book and do all those things kind of in one swoop. You can grab that along with the show notes, the transcripts. Seth offer both for his book and his webinar. All of that is at BoostYourSalesShow.com/24 that's the digits two, four. BoostYourSalesShow.com/24. As your listening to Seth and wanting to learn more, just know that you can jump on over there and get both his Podcast Marketing Magic free book and online training to go with it. That's pretty awesome. Appreciate that a lot. What else would you like to share with us about bringing your work online. I think with podcasting, with what you do from podcast to book, I just thought you'd be a really good fit this season because it really is part of the online and offline sales conversion machine. You can be holding a book in your hand and it sprung from something that started probably more online like the podcast. Anything else you want to share with us about either your own model or what you're doing with the model that you offer? Absolutely. One of the other things I want your listeners to know is that it doesn't stop with just the podcast and the book because if you take the podcast becomes social media content. The chapter of the book that is that podcast episode becomes social media content, becomes blog posts, becomes social media content. It's a way, I know you talk about how we need to show up in the right places in a way that is professional, credible, and gets people interested in what we have to say. A lot of times people say, well where do I get all that content from? It's too much work. I don't have enough time. I already have a full time. I'm running my business. This is one way to create eighty to ninety percent of that content in one interview by turning it all, by re-purposing it all. It's a great way to leverage your time. 6

7 Yeah. Super smart, super smart. For everybody, he's talking about here we do a podcast today and all these great tips can be turned into your [inaudible 00:20:31], your blog, tweets and you can systemize all this. Then, Seth takes it further and once you've got enough episodes they put it in a book. I think that's really cool. Definitely check out Seth's gift, again, at BoostYourSalesShow.com/24. Also, just the idea of it. Get your mind thinking about, how can I streamline? How can I do something once? Then, through systemization and the help of Seth's company or if you're more on the do it yourself plan, a good VA, how can I do something once and then have it touch all these different platforms? That really does speak to what we're talking about here with crafting your online and offline sales conversion machine. I love it. Well, thank you very much Seth. Is there anything else you want to say about what our listeners will learn when they grab your gift? Yes. They will learn exactly how to get this done in a minimal amount of time and effort, or how to get it done for them. I hope that either way we inspire them and that they are our next success story. Awesome. How old are your kids now? I imagine you got the house. We got to end with the end of the story. Did you guys get the house? [crosstalk 00:21:49] Yes. We got a different house that was in our price range. You got a different house? Got a different house that we're still in, in our normal price range. Our kids are nine, seven, and three. Oh my gosh. You guys have your hands full for sure. Where are you guys located? Where of you live? We are in Buffalo, New York. Oh, awesome. I used to work with a gal who lived in Buffalo. You guys get some pretty amazing winter, don't you? We do. This one was a lot more mild. The last two have been pretty mild, but yes we do. It's one of those things Buffalo is known for. Awesome. All right. Well, I really appreciate your like mindedness. Remember some of the key takeaways everyone. It's not a sale until you've got the money in hand. No celebrating until the money's in hand. Then, it becomes really fun to celebrate. I love what Seth shared about don't wait for someone else to anoint you. As we would say, assume the throne. I know for me as I said when I crowned myself the queen of sales conversion after years and years of waiting 7

8 for someone to discover how awesome I was, finally crowned myself and no one ever questioned it. You know what, frankly, I grew into it. I think that's possible for every single one of us to do. Using a podcast, using a book. These are all really great tools to do that to increase your credibility, to get known, to stop being that best kept secret. Again, congratulations for investing this time in yourself today. For letting the universe know you are serious about your business, your expertise, about making a difference and making great money doing it. Again, Seth has generously offered to provide for you as a gift his Podcast Marketing Magic free book and webinar. You can grab that along with the show notes and the transcript at BoostYourSalesShow.com/24. Thank you so much for being here Seth. We really appreciate getting to know you and knowing that your done for you service is just waiting for us and that we can get a chance to learn the whole process with your gift. Thank you for that. Thanks so much for having me. I greatly appreciate it. All right. Everybody, looking forward to getting sassy with you again next week. I hope you enjoyed this episode of Boost Your Sales and Lifestyle with Lisa Sasevich. If you did, be sure to visit BoostYourSalesShow.com. While you're there, download my free best-selling book Boost Your Sales: How to Use Irresistible Offers Without Being Salesy. If you know you're sitting on a gold mine and it's time to finally cash in while making the difference you know you're meant to make, grab this book and give yourself the unfair advantage of being ready with your signature talk that you love. Irresistible offers that sale and all of the confidence that comes with being prepared. Thank you so much for allowing me to be part of your entrepreneurial path. Until our next episode, live sassy. 8