Interview: Steve Olsher

Kate Mikado      Friday, April 27, 2018

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An old saying goes, "The true definition of success is not the prize of your labor or even the hard work that you paid off to reach there, but the certainty of what you are doing is what you are intended to do”.  Every individual exists with a latent quality but the only problem is that not everyone knows what, specifically, they are meant to do in life or to what type of industry they belong to. As a result, the assurance of 'where to stop and to start' tends to get lost along the journey, and so, a lot of time and effort is wasted. Others may have stable jobs. Yet, they don’t feel contented about it, or they feel that something is really lacking. Many people are confused and pressured about looking for that main pathway they should go to since there are numerous of possible tracks they can try. Some are stuck, some went adrift, and some just gave up. If you’re one of these folks, you better get a copy of the book named “What is Your What? The One Amazing Thing You Were Born To Do: The Business Technology Book of the Year 2013, written by one of the New York Times’ chart-topping authors, and one of the most affluent American entrepreneurs, Mr. Steve Olsher.

 

He believes that it is very much essential to uncover your real self and discover your major purpose despite the fact that it is a difficult mission.  One of the reasons why he wrote the book is that he wanted people to know the clarity of the matter. So that, if some people aimed to pursue that one thing they were born for, creating the foundation that would help them transform into a whole better person and searching for the right platform would be less arduous.  He reasoned that to arrive at that point will not only produce a positive effect on the person's life but it will also affect those people surrounding that person. He assumed that we all have that one core talent which we naturally excel at. To add, there are actually 30 or more various gifts each person has. He claimed, "The truth is that everyone of us has something that serves as a resource to nourish ourselves and pay the bills, for example.” He said he's not going to motivate people to just 'do what their heart's desire is and everything will be alright’. No!  He recently mentioned in his interview on the radio program called: "The Great Work Podcast" that loving what you do or doing what you love or even gaining much income will not directly take you to "What is Your What" framework and to progression itself. He also stated that we must not listen to those people telling us about these wrong beliefs because instantly chasing your passion without having the financial wherewithal to carry you only leads to your situation becoming dramatically worse. This is absolutely what we don't want to happen. It's just about employing the knowledge and abilities into actions. It helps us determine the kinds of people whom we are most comfortable and suitable to work with and work for, and then everything follows without a doubt.  Because Steve Olsher had already found that one amazing thing he was born for, he chose to cultivate inspiration in the hearts of the other aspirants.

 

According to one of his interviews, he said he had always wanted to share his experiences in his books because he wanted to share the relevant tips, tools, strategies, and shortcuts he had put effort to discover over the years.  One factor that helped him is the inspiration he got from his step-father, from a long time ago. He told his unforgettable story about the old man being very sick, lying on his deathbed. While he was holding his stepfather's cold hands, a silent connection happened between them. It was like a hallucination appeared into his mind, "I could hear someone speaking graveside: Here lies Steve Olsher; the man who spent his whole life to do nothing but earning money.” It had affected him badly because until then, he had been thinking that something remarkable was waiting for him in the near future but he just couldn’t figure out what the thing was. It was as if someone was telling him at that very moment that he was on the wrong path.  He added, "I was in the phase called YaNo (pronounced YAY-NO).". He said he had the option of going in one of the two circumstances: either to go away from fulfilling the connectivity of who he inherently was, or to follow the track wherein he could allow himself to give pride to his inherent blueprint and make an exceptional difference in the universe, not only in the lives of the people involved in his lifetime but also to the coming generations.

 

In his website, steveolsher.com, he recited that several people had been calling him an 'inventive, enthusiastic, pleasing, and invigorating presenter'. His response would be that every one of us was bestowed with an innate design which we should regard. So that, we can make an extreme and unique difference in our own lives and in the lives of other people, too. There is no secret behind it. People will start to like getting along with you if they start to see you being inspired to touch their lives, and not just to collaborate with them to gain some money.

 

Steve Olsher had been in the world of business for almost 25 years. He had celebrated countless instances of winning momentum and endured limitless defeats in his life until he became one of the world’s most favorite ‘talks of the town’, and grew into the chairman and founder of liquor.com. He originated ‘Bold Development’, too. It is one of Chicago’s largest boutique real estate development companies. He is also the founder of 'Media Summit"; a station where you could visit if you want to be heard on podcasts or to meet friends and other podcasters. He became the host of ‘Podcast Reinvention Radio’, the creator and one of the hosts of the show ‘The Keeper of the Keys’, and an international keynote speaker on several media outlets. He also became one of the most recognizable writers across the globe with an example of his precious works,“ Internet Profits: The World’s Leading Experts Reveal How to Profit Online” and "Journey To You".


 

Steve’s development and progress had probably been recognized in nearly all types of magazine broadcasts, television and radio newscasts, and in social media websites but before his marvelous transformation as a triumphant gentleman, he was just an ordinary little boy who lived a humble life in Evanston, Illinois. We all love to hear life stories mostly about fantastic fairy tale kind of novels but this time, it is more of a tough and fun ‘rags-to-riches’ adventure. He lived in a broken home starting at the age of 7 while his mother brought him and his other two siblings up in an inadequate environment. He began working at the early age of 10, performing almost every menial job in the neighborhood, such as shoveling snow, raking leaves, and mowing lawns. As long as it would make him money, he was always present to do the work!

 

Then, high school came along, and prospective girlfriend hunting started. He enjoyed asking ladies out, although he considered himself a rookie in terms of it. He said that out of 10 gals, he would only get about 4 approvals in total. It was a good score though, for a short young man with a frizzy mullet haircut and a gold hoop earring, who aimed to be a player.

Although he continued working, he still managed to keep up with his studies; He pumped gas, organized bookshelves, fixed cars, sold speakers out of the back of a van, and so forth. He was so determined!

 

In the midst of his first year in college, he was able to experience the task of a DJ. It offered him the chance to mix music in the clubs throughout Illinois and meet up with some of the most well-known DJs in the late 1980s and early 1990s. For instance, Bad Boy Bill and Julian Jumpin’ Perez. When he was 20 years old, he decided to open his own party place on the main drag in Carbondale, Illinois, just a few blocks away from the campus of Southern Illinois University. It was called ‘The Funky Pickle’, a non-alcohol nightclub exclusively built in the middle of Carbondale’s alcohol-suffused nightlife. What a great idea, right?! Admittingly, that first impression on the local population to the opening of the discotheque was an extremely massive mistake. What the crowd didn’t know was that he had a plan. Considering that the local youngsters had very little options for amusement and pleasure in their area, he implemented a great business routine. At 8-11:30 in the evening, young Steve, and his colleagues provided fun for those who were under the age of 18, and noted 11:30, as a temporary closing time. From midnight up to 5 or 6 in the morning, they served customers aged 18 and over.

 

Furthermore, the city authorities and ordinance facilitators required alcohol-supplying bars to close the nightspot at 1:30 in the morning, but the non-alcohol supplying ones were allowed to stay open all night long. That was why he was confident even though he wasn’t able to get a liquor license. Because of his brilliant schedule arrangement, he became very popular in just a short period of time. Fortunately, many clientele stopped by to patronize his nightclub. Years after the nightclub accomplishments, he realized that it might be the perfect time to introduce his first wine and spirit store on CompuServe Electronic Mall in the year 1993. LiqourbyWire.com was one of the internet’s first ever fully-functional eCommerce website in 1995. He had never foreseen that it would add to his lists of achievements. In his interview with Andrew Warner, founder of Mixergy, he stated that he was only in his early 20's that time, and as an inexperienced, innocent, and ignorant young bachelor, he had no idea about the business plan he should apply during that frightening time. He admitted he wasted a lot of money and his decisions were rushed. In simpler words, he was totally a blank paper. He actually had no choice but to gamble and run that way for nine years; from the year 1991 to 2000.  He said he began as a catalog company which was launched on CompuServe's electronic mall. Then, after two consecutive years of working it so hard and not thinking too much of possible competitions and hindrances, he was able to build a fully functional commerce site. It was well known as 'Liqour.com' in the year 1998. Wow, what an incredible motivational story! The awesome narration of how did Steve found liquor.com, and mainly how determined he was to improve does actually contribute a lot of lessons to every businessman and woman, both in the micro and macro-scale domain.

 

Finally, he was able to compose himself! Good news is, he found the love of his life, Lena, and got married in 1997. They were then blessed with 3 beautiful children. In reality, they are his greatest achievements. He mentioned that he turned out to be much more inspired and motivated, because of love. He stated that Love teaches him to be kind, patient and selfless, every single day, and to work harder. In fact, his motto in life is "Let Love Rule". Since then, his perspective in the aspect of decision-making became wider and clearer. This aspect helped him in dealing with his business firms, especially at hard times. If there’s one more thing that inspired him, it would be ‘Brazilian Jiu-Jitsu’. He was able to work with one of the legitimate grandmasters and a legend of this sport, Carlos Gracie Jr, and trained under the late Carlson Gracie Sr. According to Steve, it was such a great honor to meet both of them, especially because he got to exercise with Mr. Gracie Jr. who won 10 Brazilian Jiu-Jitsu championships and is a member of the family that is known for practicing Brazilian Jiu-Jitsu. Just for people who are not familiar with Jiu-Jitsu, it is a ground-fighting technique in which the goal is to make your opponent relinquish first. Basically, It is a combination of chokes, exaggerated limb manipulation, and other critical grappling strategies. As a consequence,  broken arms, legs, ankles, elbows, and several injuries in the body can occur. The state of being choked to the point of unconsciousness and having limbs twisted in directions anybody would never expect led him to a better understanding of humility and respect in the most excruciating methods. This type of martial art, for Mr. Olsher, is not only a simple physical drill but also a portal to personal recreation, and it continues playing a big role in his life.

 

His answer to the question, 'What do you think are the reasons why some folks want to renew themselves?', in his interview posted on the website, tinybuddha.com is that people usually explore self-renovation as a way of a recuperation from life problems. It could be divorce, dissatisfaction with their lives or even regrets. Also, they can come up with a resolution that they should throw away their garbage and start moving on because something great might be waiting ahead of them. He said that it's just about the change of a person's point of view throughout the timeline.

 

Lately, he had been preaching beautiful and useful words to a lot of businessmen and women, and to the people who wish to be one of them on how to earn money through the use of new media, and how to create professional relationships in a great way. Since to find out “what do companies, regardless of the range, need to concentrate on how to attract more clients and how to make sufficient money" is very crucial in building and maintaining a corporation, his focus for the moment is to help and assist enterprises, and the employees that are involved. With the connection to funds and the economic status that should be prioritized by a businessman, he was also asked if he believes that any entrepreneur can reinvent himself from right where he stands or that if he needs to generate a sense of financial permanence before he can accomplish a better career. He explained that people who wanted to have solid careers should be prepared and be open to transitions. It involves the open-mindedness of the person to his or her present situation, to where that person could possibly head to, and to what are the necessary steps that person should take, in order to get to the top. He drew out a more specific comparison; he imagined transitions as similar to cake mixtures. He stated that 100% of the profit comes from the things that you refuse to do and the 0% is of the things that you do. When you, as the baker, take that first procedure, the recipe mixture begins to alter; the 99.99 portion of what you refused to do and the other .01 portion of what you do. Now, if the income comes from the thing that you would love to do, the tendency is that you'll only realize when you make the full-on variations. For others, it's when they already completed the 50% of their normal income rate; perhaps, 60, 70, or 80%.

 

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Meanwhile, others won't be able to completely adjust to the transition process unless they're down to 100% of their normal income being acquired from what it is they are obliged to do. Everyone really needs financial firmness and most importantly, patience. Overall, as time passes by, he was slowly moving up in the complicated world of business. It is so astonishing to think that at a young age, he had been easily exposed to the stressful cycle of the business domain.  In one of his interviews, he stated that way back when he was still a little busy bee roaming in the sidewalks and the driveways in their region in Illinois, and even at home, or the simple chores that he has done, everything from his childhood had helped him to be exposed to business-related stuff. The courageous man had transitioned from one form of business to another. He had gone from the music industry to real estate to pioneering online stores. In simpler words, “He had seen and tried it all, even though there were times where he wasn't sure of what he was doing!" There were moments where he felt like he was lost, and that it seemed he didn't have any sufficient strength left to strive and face the obstacles. He has gone through a lot of stuff, including marriage failure, financial ruin, and depression. He remembered how he innovated multiple plausible ways and concepts and convinced a lot of people to collaborate with him, and how he utilized his creativity and communication capabilities, skills and endeavors, all at the same time, in order to fulfill all his objectives. He was positive that he would win the trade game, although it wasn’t that easy. He just persisted, trying and trying and trying again and again and again. He didn't mind whether he stumbled down a million times or a zillion! All he did was to keep rising every time he’d fall apart. He would not be as happy and successful as he is at the present time, and thousands of miserable aspiring businessmen and women wouldn’t have been as encouraged and prosperous as they have become, if he let the trials beat him. Steve Olsher is an entrepreneur, lover, guide, teacher, and a man who conquered and overcome the world of business!  


 

Funnel Magazine sat down with Steve to discuss podcasts and focusing on what you are really good at.

 

Hawk: Hello everybody! This is Hawk Mikado, the Funnel Genius, and publisher of Funnel Magazine. I have a really good friend of mine, Steve Olsher. He is a genius when it comes to getting people on podcasts, and making money with it. Let's face it, you can get on a podcast, but if you don't know how to make money with it, you're not going to be able to grow your business. So super blessed to have him here, and he's going to share some really, really incredible things. Like the thousand dollar funnel, and he'll tell you a little bit more about that, and the new media content. So welcome Steve!

 

Steve: Hey man, thanks for having me.

Hawk: Absolutely, I know we met quite a while back at an event, and you told that joke which was a great intro to a video, and so I'm sure they'll have to go to one of your events to actually experience it. It's definitely not a PG joke, but then you're also talking about what “your what” was a while back. So how did you get started, and how did you end up kind of getting to where you are today?

Steve: Well, yeah kind of tough to top the joke man. It's a Gilbert Godfried thing, you guys got to look that one up. That's a scary good one, but let's go way back, and just simply say that I've been an entrepreneur for as long as I can remember. I mean from the time I was old enough to pick up a rake, and try to move some leaves around, or grab a shovel, and shovel snow. You know, the sidewalks, and the driveways there. I mean, I’ve just always been wired to try to make a buck, or two, and had jobs from when was really, really young. I mean, even faked my own birth certificate. So I could get a job when I was fifteen, so it would show that I was 16, you know. I was that kind of guy, but man you know from DJ’s, club's, to opening up my own nightclub. To catalogs and dotcoms, and real estate, and you name it. I think I've done it all over the years, including selling speakers out of the back of a van. So I’ve definitely done quite a bit, most of the folks who do know my general story, know that I've been online for over 25 years. When we launched on CompuServe electronic mall in 1993. I’ve been doing a lot of stuff online for a long time, and it gives me the opportunity to connect with a lot of amazing people, and I think we first connected at one of the events that I did back in 2012, 13, 15. In those years it was called “Internet Prophets Live” which is based off of the book that I put out called, “Internet Profits” and I think you actually sponsored one of those events at one point as well. So you know, it's good I got to know you back then.

Hawk: Okay, yeah! You also focused on the “What is your what?” and a little bit more after that. Can you just share a little key insight on that as well? You know, because that's a really powerful component.

Steve: Yeah, so “What is your what? - Discover the one amazing thing you were born to do.” is the name of the book you're referring to. That book ended up on the New York Times list in 2013, and basically I wrote that book out of well, necessity, I think is probably the best way to put it. Because in authorland they say you write the book that you most need, and for me that struggle was how am I naturally wired to excel, and why am I here? Those have been questions I've had for a good deal of my adult life, and so you know, I tried the Myers-Briggs test, and What Color is Your Parachute, and Strengthfinders, and so on. You know, most of them just left me with more questions, than answers, and so I said, “You know, there's got to be a better way here to do this; to really help people, including myself get honed in on what puts fire in our souls, and give us something that we can actually hit the ground running with. So that we can do something that not only fulfills us, but also can be fulfilling from a career perspective, and that's when I started putting together the “What is your what?” framework, and teaching that to people through a program I used to teach live called the Reinvention Workshop. And basically what it boils down to is having a clear, very clear understanding of the core gift that you've been given, and so this is in your DNA. It's really that which has chosen you as opposed to that what you have chosen. Understanding what that core gift is, and that could be teaching or healing, or enrolling or protecting or entertaining, or you know communicating something of that nature, but we all have that core gift and then the question becomes how are we going to share that gift. And so the second piece of the “What is your what?” framework involves understanding the vehicle you will use to share that gift. So you have the gift, and you have the vehicle, and then what I realized over time, and working with a lot of folks on this process is having the gift in the vehicle is all well and good but if you're not clear on the people that you're most compelled to serve, it doesn't really work. So the third piece of the framework are the people: The people you are most compelled to serve.  The combination of the gift, the vehicle, and the people make up the “What is your what?” framework. Tens of thousands of people, actually over a hundred thousand people, now have gone through that process.

Hawk: That's awesome, and podcasts are actually a really great way to do it. You've been running your own podcast, Reinvention Radio which is an awesome show, I was on one of the first ones. You got some really incredible speakers on there, and we actually have the Reinvention Radio segment in the magazine as well.

Steve: Yeah, which I thank you for that.

Hawk: Absolutely, and so you found your genius, and also your people found theirs. So you share a little bit more about how podcasts help you, not only find the right way to communicate but also to find the right people.

Steve: Yeah, so you know, it's interesting. We started Reinvention Radio back in 2009, so I've been doing it off and on for the last several years. And then mostly on since 2015, and what we found is that there are just so many people with such incredible stories! Some names you know: Gary, or Tim, or Seth, and many others. It's just so inspiring to hear how people you may never have heard of talk about the most incredible things. They started out at point A in their life, and they've gone through the various trials and tribulations to get to whatever point on the path that is where they're at now. I mean, it could be point M, or Z, or who knows where? But the point only being that you know they've done whatever they needed to do, to transition from oftentimes what is something that is diametrically opposed to what it is that they're currently doing. They had to go through all that in order to get to where they are now, and so we love sharing the stories of those who are really dismantling the status quo, if you will, and are doing things that are very unique in their respective space. Sharing the journeys of how they got to to where they are now, and oftentimes it's incredible to hear about what folks have had to overcome in order to be doing the work that they're currently doing.

Hawk: I'm guessing part of this, you started to realize how to monetize podcasts which is part of what the thousand dollar funnel is? So can you share a little bit more about the realization, and then how you created that program?

Steve: Yeah, so there's two, and needless to say, I'm a hug fan. I'm a huge proponent of the medium, and I think the medium is really poised to continue to grow quite immensely, really. Because when you look at what's going on in the world of technology, right now, in terms of everything shifting towards pull media where people get what they want, when they want it, and on their preferred device. That whole shift away from push media, where basically there's a room full of people who decide what's going to be sent out to the world, and whether you like it, or not, it's there. I mean you can change the channel, but you have no say in what it is that appears on that particular broadcast channel. And so this shift to pull media is for real, and of course as audio becomes more commonplace, and it goes into the dashboards of the car, through Google car player, Apple carplay, or AI. And you know of course autonomous vehicles, and being able to do what you need to do. As you're going from point A to point B, I think you're gonna see that the growth of audio is going to be pretty astronomical over the next 10 years. Especially since you can multitask with audio, when you can't really do that with the written word, or with video. But I will say this: I'm a huge fan of looking at it from the perspective of being on both sides of the mic. Obviously, we have our own shows as we've discussed Reinvention Radio, and I've hosted over 500-600 shows something like that at this point, and we're actually adding another show here in the near future, that's only gonna feature people, business people who are currently running businesses that are operating at more than a 10 million dollar annual clip. So I'm going even further into the space with the addition of that show which is business specific. Whereas Reinvention Radio is a little more personal development, and goes down that path. But I'm also a huge proponent on sitting on the other side of the microphone as a guest, and over the last three years, I've been I'm gonna guess on, geez over 500 shows, and some big shows I’ve been a guest on, and a lot of small shows, and a lot of shows in between. What I have found is that there really is no more effective marketing tool available than appearing as a guest on shows. As a matter of fact, with the exception of just a very small handful of Facebook ads, I do no other marketing. I mean, everything I do is billed through having my own show, or appearing as a guest in other people’s shows. And so what I have found is that you absolutely can monetize those appearances if you know what to do, and of course you can monetize your own show in a pretty powerful way. Again having done this now since 2009, I've had a lot of time to go through the trial and error, and what I've concluded is this: if you just have a very simple funnel, pretty much every time you appear on a show, you can count on about a thousand dollars coming in if you set up well. I have appropriately named this the “Thousand Dollar Funnel” and this is something I use whether I'm a guest on a show, or I'm hosting my own. It's a very, very simple three-step funnel that anyone can set up, and I'm happy to share that with you.

 

 

Hawk:  That can be awesome! So somebody gets on a podcast, they share their content insights, it was in their genius. And then from there, they send somebody to the funnel. What's the call-to-action, and then what are the steps that the person will go through?

Steve: Yeah. So there's a couple of steps. Before the steps obviously, you've got to get booked on the shows, right? So you've got to know who the right people are, what shows you want to be on, what shows really focus on your niche, and select the right shows to be on. I mean, I think that's one of the things that kind of gets looked past. But when you end up on the right show, it's almost as if the host has kind of brought to you the most ideal audience possible, right? Because oftentimes what you'll see is the people who tuned in to a show that you're going to appear on, these are folks who have spent a lot of time cultivating their loyal, borderline fanatic, audience, and when they hand you the microphone, when the host hands you the microphone, obviously it comes with that huge stamp of credibility. That huge stamp of authority, they've done their research, they've said, “Hey, this is someone you guys need to hear from.” So once that happens, and people have downloaded the show, you have to think about it like this: if somebody is downloading a show, and they're listening to it, they're already raising their hand saying, “I'm interested in that subject, I'm interested in this show” right? So it's almost like the equivalent of a 100 percent open rate if you use email, or 100 percent click-through rate. If you use email, it's again a hundred percent of the people who are listening to the show are raising their hand to say, “I want it!”. So it's very, very different from push media, and assuming you find the right shows to be on, and assuming you've got the right hook that gets you booked, and people are like, “Oh, yeah we've got to have you on the show” then of course, when you're on the show, you have to be an engaging guest, right? You have to understand how to to entertain, how to intrigue, how to challenge, how to teach, how to inform, and so on. And that's all part of being an engaging guest, and once you have that down, it's then a matter of how to enroll them into your ecosystem. Because the reality is you can have a nice conversation with someone, and I don't know if you noticed, or not Hawk, but the average podcast interview is 62 minutes. So you get a lot of time to really share your expertise. This is great, but the last thing you want is for there to be this awesome conversation, and then it's like, “Okay, thanks for coming, and stopping by.” and then that's where it all ends. I mean, you've got to enroll them into your world, or the operative word we like to use is, “bounce”. You've got to bounce them into your ecosystem; you've got to move them from that platform where they're simply being a passive listener to bouncing them into your ecosystem where they can become an active prospect. There you have the ability to open up a dialogue with them, and oftentimes that means getting them into your world through the offer of something that continues the conversation: a freebie. Whatever it is that furthers the dialogue that costs you nothing to deliver, and really adds meaningful value to the conversation. You've already had that with someone you know, those are the three core elements of a good fundamental lead magnet. A good freebie, and that's gonna be step one there. The thousand dollar funnel is having a really good offer in terms of a freebie that meets those criteria, and of course it's automated. So you can just be a hands-off, and it's delivered automatically. The reality in this case, as we've been talking about is “What is your what?” and some things around podcasts. The natural thing a lot of folks are thinking is, “Hey, maybe I should go out, and grab that book “What is your what?”, and figure out what my what is, and what my gift is, and the vehicle I'll use to share that gift, and the people that I'm most compelled to serve”. And so at the end of an interview what I'll do especially if it's personal development related, I'll invite them to go to whatisyourwhat.com. Where they can grab a FREE digital copy of that book. They're already thinking in their mind, “I want to get the book”, so when I turn around, and say, “Hey, you can go there, you can get the whole book for free. Not just a chapter, or two, but you can actually grab a whole copy of the New York Times best-selling book, “What is your what?”. You know that, whatisyourwhat.com well, a lot of people take me up on that because it's easy, it's easy to say yes. It's easy to say you know, “Hey, I'm willing to pay the price”, pay the price of providing my name, and email address to get the whole book because that's worth it. It doesn't cost me anything other than my name and email. That's a fair exchange, alright, and that's something you have to make sure is part of this exchange so everybody wins. You get their name and email, and they get something where they go, “Yeah, that was an easy yes” right? In this case, they go to whatisyourwhat.com, they get a free copy of the entire book, so basically step one is you create that free resource. Now I mean, Hawk you know this as well as anybody, there's a million different free resources, right? I mean, it could be an mp3 file, it could be a video, it could be a report, it could be an e-book, it could be, hell you could give somebody a funnel, right? I mean, if you use ClickFunnels, you could give them a funnel, right? I mean, who knows, there's a million different things you could give them, but it has to be a good, solid free resource people want. Step two after they opt-in for that, and I will say this is on average, when I appear on a show, about two hundred and fifty people typically opt in for whatever that freebie is. If I'm talking about internet marketing, then it's something internet marketing related. If I'm talking about new media, then it's something new media related. If it's personal help, you know, personal development, self help, then it would typically be “What is your what?” related. Depending on the show I'm on, about two hundred and fifty people would typically opt in and provide their name and email address to get that offering. And step two of the funnel is, I then turn around and offer them a different version of the exact same resource. So in this case, when they opt-in to whatisyourwhat.com, they get a free ebook of “What is your what?”. Now, not everybody loves ebooks. I mean, you can look at them on your phone, on your tablet, and computer, etc. but some people actually prefer to have a physical copy in their hands. So what we do is we literally turn around, and just say, “Hey, I'm glad you really you have an interest in the book! Would you be interested in having a free hardcover copy of the book?”, and we do the free plus shipping model, right? Here's an opportunity, a one-time only opportunity, to grab a free hardcover copy of “What is your what?”! So again we turn around, and we offer them a different version of the same resource, and in this case, it's a hardcover copy of “What is your what?”, and they don't have to buy it but they do have to pay $7.99 for shipping, and handling. It's a break-even proposition for us. We might make a few cents here, and there, but it's really a break-even proposition and it's worth every dime. Because Hawk, as I'm sure you know, it's kind of like the bar graph of going from zero to 100. If you can get someone to spend dollar one with you, it's like going from zero to 98 on the bar graph. I mean, getting somebody to spend additional money with you on other products, programs, and services, that is so much easier once they have spent dollar one with you. The hardest thing is getting that first dollar, and it's a huge shift. Where they just they automatically move from being just this passive prospect to now being an active customer, and once they pull out their credit card information, or pay on PayPal, or whatever it is. That's a pretty powerful move, and so about 25 percent of those who opt in for the free ebook, end up taking us up on the offer to buy the hardcover copy. So it's seven dollars and 99 cents and it equates to about $400 in income, and of those people, we then turn around and offer a third version of the exact same resource. In this case it's the Reinvention Workshop online course. It's me teaching the “What is your what?” framework to a roomful of people. We captured it on video, and broke it down into modules, and added some written materials, and so on, and by the time all is said, and done, it's a pretty decent program that takes people through the process. They watch me help people individually to figure out what their what is. We give them a one-time offer of $49 to pick up that course, and about 20% of the people who buy the hardcover copy end up getting the Reinvention Workshop online course, and that works out to about $600 in immediate income. So about $400 from the book, about $600 from the Reinvention Workshop online course, and it’s like clockwork: pretty much every time I appear on a show, it's about a thousand dollars in immediate income. That's why I call it “The thousand dollar funnel” and of course that doesn't include any sales down the road, or anything else. That's just in immediate income.

Hawk: That is a really powerful funnel which I’ve been through your funnel. So I actually have gone through the “What is your what?”, and incredible book by the way.

Steve: Thank you.

Hawk: So definitely, if you guys are watching this, or reading this. Go to whatisyourwhat.com and go through the process. Just so you can see the funnel, and it's a really powerful book as well, and there are so many opportunities with that. I had one just like that  and we added consulting into the backend. I have a consulting funnel, and there's so many ways to monetize the back end of that. So, a really powerful funnel, and extremely simple. One question I did have though. You said about 250 people registered? How do you determine the size of the audience in order to ensure that you've got about 250 new opt ins? There are a lot of podcasts out there, and a lot of shows out there that don't even have 1050 listeners! How do you make sure you're on those shows that can actually produce something like that?

Steve: Yeah. And needless to say. I mean, our show, other shows and I mean all shows, start out with zero downloads. All shows start out with zero listeners, and so 250 is the average. Some shows that I'm on, if we get 10 people to opt-in, that's a lot. And other shows I've been on, I mean, we've had over 1500 people opt-in just from one show. So needless to say, it runs the gamut, and there's no hard, fast, or easy way to figure out how many people actually listen. As a matter of fact, just because a show ranks, well, let's just say in iTunes, it doesn't necessarily mean that it has a massive number of downloads. There are ways to game the system, and people do game the system all the time, and so you have to kind of take it with a grain of salt. One of the ways I would say you look for shows that have larger listening audiences now is to look for the ratings. Because you're not gonna be able to see the number of subscribers, but you can look for the ratings, and the reviews, and any show that has under a hundred ratings, or reviews probably doesn't have a decent sized listenership. And again decent size is a relative term. I have a private coaching client, who created a show that's all about, well, “herpes”, and her show is called, “Life with Herpes”, and you know, the beautiful young girl, unfortunately, she contracted this disease back in college. No one was really talking about this subject, and she does speaks somewhere, and shared how she contracted this, and the outpouring of love was just over the top. And we were talking about that, I was like, “You got to do a show about this. I think you would absolutely crush it!”, and so you know, reality is, are there a lot of people who tuned into her show? No, but it's a good amount of people, and again when a 100 percent of the people who are listening to the show are raising their hand to say, “Hey, I want that! I'm interested in that!”. What that probably means is either (a) they have it, (b) they know someone who does, or (c) they’re in the industry. Maybe the medical field, or someone who works with that particular disease, or virus. I guess it's a virus. So even though there aren't a lot of listeners, if you do something related to that industry, you're gonna find that, even if there's just a hundred people who listen to it, I mean you could have 50 people be interested in what it is that you do, and 50 people who are very much candidates for your products programs, or services that are related to that particular topic. So I would caution folks against only focusing on the larger shows. Number one, the odds of getting booked on a larger show is not very good. I mean, let's be honest, Joe Rogan is not gonna put you on a show unless you already are a Joe Rogan type person, and that's just a reality. But there are thousands of shows that absolutely you would be perfect to be on, and thousands of shows that are absolutely looking for guests just like you. And so that's one of the things we teach quite a bit, is how to find those shows. Because those honestly are the better shows to be on anyway, because they want you there. It's funny because in podcast land, the reality is you show up, you share your brilliance, and they do everything else. I mean, they create the show. They produce this show, they create this show, they upload the show. They do everything including marketing. I mean they drive people to the show, and so they're doing all of these things on your behalf as a guest, to literally make you famous! So okay, all you gotta do is show up, and it's a pretty sweet deal!

 

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Hawk: Absolutely! So you talked about the coaching, you get this program, and I know you put on the New Media Summit to help people get on shows, and give interviews with different types of your media. What are some of the different types of new media? Other than contacts, obviously podcast applied?

Steve: Yes, so two things there. So let's just talk about the New Media Summit, then I'll define “new media”. The New Media Summit is a unique event we created where we bring in 40 of the world's top podcasters, and we give a fairly small crowd, 150 people the opportunity to spend three full days with them, learn how to leverage, and monetize the power of new media. The main hook of the event is that they get to pitch the podcasters, on who they are, on what they do, and literally get booked on the spot. So everyone who comes to the New Media Summit gets booked on shows. At our last event, I think the top woman there in terms of getting booked on shows, got booked on 33 shows. So everybody who comes to the event gets booked on shows, and in the New Media Summit, it's a lot of fun. It's a little bit of a misnomer, because we focus on podcasting. Whereas, I would define “new media” as audio, both live and recorded. Live audio could be something like a WS radio, or a blog talk radio, or a Z cast, or something of that nature. And of course recorded audio would be like podcast, iTunes, Stitcher, Spotify, etc. Video would be the second new media channel, and of course you have live video. Just like you said, Facebook live, YouTube live, etc. Periscope, and so on, and then of course you have recorded video: Vimeo, Wistia, YouTube, etc. The third, new media channel would be blogging, and of course you can have written blogs, or video blogs. The fourth new media channel would be social media, and of course you know the usual suspects in social media land. And then the fifth new media channel, or platform if you will, would be mobile. Like apps, and so on. In this case, the New Media Summit focuses on podcasting, and that would fall under the category of audio.

Hawk: Okay, awesome! So this can all work, and you can use the same process when you teach in your program, and you get something, get on the podcast, or on your blog. Can you share what's one of the key things somebody needs to watch out for? Like the “do's” and “don'ts”. Like one do, and one don't in order to make sure they get booked on the new media profile.

Steve: Yeah, so the do is, do have a media one sheet. Do you have something that encapsulates who you are, and what you do, and how you would add value for an audience, and what the topics you cover. And of course, if you have testimonials, and in the description, a moniker and photo, all these things should be included in a good media one sheet. And then of course, your contact information. So do you have a good media one sheet? And do have a really good hook, or two that creates intrigue, or as my friend Sam Horn calls it: “passes the eyebrow test?” It gets them to raise their eyebrows and go, “Mmmm, that's pretty interesting! Tell me more.” You do want to have a really good hook when you meet someone, and give yourself the best opportunity of getting booked. The don't is really don't pitch someone before you have a decent relationship with them. You know, I cannot tell you how easy it is to burn bridges in the podcasting world. That podcasting community is very, very tight, you know. And if you burn one bridge, the odds are pretty good you're going to burn a whole lot more, and I don't want that to happen to you. So don't pitch someone until you actually have a meaningful relationship with them. Which basically just boils down to adding value for them in a meaningful way first. Before you even come close to putting forth, and asking. And most people ask long before they've added enough value to the other side of the equation.

Hawk: That's very true! What are some of the ways that you have seen work really well to go first?

Steve: Yeah, I wrote a book about this. An e-book called, “The 17 Proven Ways to Develop Real Relationships with Influencers”, and I'll just share a couple of my favorites. Number one would be, this is super simple, is just participate in their social media postings. From the standpoint of liking those postings, sharing those postings, commenting on those posts. You know you'd be amazed at how many influencers actually read the activity especially on blogs. And on social media, it's a little harder because there are so many comments people make, and most of the comments are stupid. So a lot of folks don't take the time to go through all of those comments. To find one that actually makes sense, and adds value in any sort of real way, look for blogs. Blogs are a great place to comment. You’d be surprised at how few blog posts actually get comments, and it's a great place to catch somebody's attention. Because the name, and the photo accompanies your comment. It's a great way to get noticed by the influencer, so interact on social media, or on their blog. That's a super simple way, and I would say that my next favorite, is if you can afford to do something where you join a year-long mastermind program, or something of that nature that they lead. Of course, being able to spend a year with that influencer is a great way to be able to develop a meaningful relationship with that person. If you can't afford to do something of that nature, or hire them for a for a VIP day, or you know something like that enroll in one of their programs. The the key there is to participate in the video training sessions most of the influencers lead that go hand in hand with the training. So for instance when we do Profiting from Podcasts, and we release that program, we’ll actually do eight weekly live training sessions via video, and it amazes me how many people buy the programs, and then don't show up for those training calls. I get to know my customers really, really well. And it's the same thing for other influencers as well! It's just a great way to get face time with them, and again you'd be amazed at how few people actually show up to those training calls, and it's a great way to get face time.

Hawk: Yeah, I think there's a statistic. I don't know the exact stats, but somewhere around 50% of people ever actually create their login, but only about 10% of people go through the first module of a training, and less than 20% of people actually complete the entire thing. Which is insane!

Steve: Yeah.

Hawk: And I've seen that done on a $10,000 program. Somebody spends $10,000 on a program, and you know the numbers are a little bit higher to do the investment level so if you can get face time with those influencers, take it! Because that's where they want to spend the time helping. So very, very true, very powerful! You mentioned the Profiting from Podcasts. So can you share a little bit more about how you came to be, and how I came to be and how you're decided to develop that?

Steve: Yeah, so Profiting from Podcasts is a program we developed over the last couple of years, and we're refining, and tweaking it of course. On the daily really, and we're releasing it again in the next couple of months. You know, we get pitched all the time for people to come on to Reinvention Radio. I mean we receive probably a couple of hundred pitches every single month, and so what I realized is that there's a huge opportunity here for people to get booked on shows! And that there's a demand for people to get booked on shows, but so many people were making silly mistakes in terms of how they were approaching us. About how to get booked on those shows, and then so many other people who actually have come on to our show, and come on to other shows. Have said to me you know, “Yeah, I go on other shows and then nothing happens”, and it kills me. It's just such an awesome opportunity to be able to bring people into your ecosystem, and also to monetize that investment of time, and energy. It kills me that people are just spending their time doing that, and they're not getting any sort of real results from it. And so the Profiting from Podcasts training was really born out of that whole desire to help people, not only to get booked on shows but also to teach them exactly what to do, so that when they do get booked on shows they can really fully optimize that opportunity. Then of course when we combine that with the New Media Summit, and we do include a ticket to the New Media Summit when people enroll in the Profiting from Podcast course. It's just kind of a no-brainer, right. I mean we're not only teaching you what to do, but we're actually giving you the opportunity to get booked on these shows. And then of course if you want to have your own show, we show you how to do that too, so we have a separate training component of Profiting from Podcasts now that teaches people how to create their own show as well. I'm a huge proponent of them, I think you should not only get on two shows on a consistent basis as a guest but I really do think having your own show is something that's super important for folks to consider. Especially at this juncture in time, so it was really just born Hawk out of that need, if you will, in the marketplace of how do I connect with these influencers, how do I get booked on their shows, and what do I do once I get booked on those shows, and then how do I actually meet these people. So it really just was meant to address that kind of whole vertical, and give people everything they need in one fell swoop. To really crush it in the podcasting landscape.

Hawk: Awesome! You have you mentioned something before the “17 Ways to Connect with Influencers”.

Steve: Yeah.

 

 

 

Steve: Okay, yeah! So as we keep it pretty simple, right. So it's just 17, the number one, seven. Proven ways dot com. (17provenways.com) So let me just double check that, but I believe it's 17provenways.com. Actually I have it in front of you, get if you got it there, just will check that. I apologize, you know, never remember it's exactly that, or not. But I believe it's 17provenways.com. Is that it?

Hawk: Yeah, that’s the one!

Steve: Okay, sweet!

Hawk: No, this is not it. It is a funnel, but it's not. (Laughs)

Steve: Oh my, but it’s not my, scratch that! Hold on, I'll find it. Let’s scratch that, I’ll find it for you!

Hawk: Alright, that's how to feel younger, and,...

Steve: Yeah, never can I remember my own domains.

Hawk: Okay, I have over a hundred, so it's the same with me. Awesome so,

Steve: (laughs) Yeah it's definitely not that bad.

Hawk: Yeah it’s funny (laughs) and there's got an old flash player is hilarious.

Steve: Actually if you want to have a little fun, go to that domain.

Hawk: This is an old-school funnel by the way, for anything built in HTML. Not even, you know this is like old old school. Today for just, and they've got a dynamic thing, and change. This is awesome!

Steve: That’s great! I look there to see what it was. I'll find it here in a second, but this is what happens. I've live recording 17 ways report, that's what it is!

Hawk: 17 ways reports, there we go! Yep, that's definitely it.

Steve: 17waysreport.com as the one, okay good.

Hawk: So I got a technical question on this right here, and if you don't ask for a phone number, and I'm curious as to why?

Steve: You know, I’ll be honest with you, I have not yet really taken full advantage of everything that SMS has to offer. You know, you do what you're good at, and I think you should stay honed in, and focused in on what it is that you're good at. And SMS is not one of those areas that we've really dug into. I'm not saying we wouldn't, we could, but at this point I'm just of the old-school mindset that the more you ask for the less likely people are to complete that form. And so a phone number, especially if you make it mandatory, you can make it optional of course, but if you make it mandatory, it's gonna really kick down your opt-in rates. I will say this is so for ads for example, one of the things we give wastes value. Again if I'm doing an interview around, let me just make sure I get the domain right on this one, new media, and we're talking about getting onto shows like, we're doing now. If you go to myultimatedirectory.com, we created something called, “The Ultimate Directory of Powerful Podcasters” big-time bloggers, and social media stars. This basically gives you everything you need including the email address of 240 people who can literally make you famous with a click of a mouse. The top podcasters, top bloggers, top social media stars, and again you go to “myultimatedirectory.com”. You'll see that we don't ask for the phone number there, and that page converts over 80%. Very few people I know convert consistently over 80%. Our pages almost always convert at, or around 80 percent, even to cold traffic, and so this is one of the reasons why I think, Hawk, is just because we asked for less, and a phone number is one of those things that will impact your opt-in rate. It will affect your convert, it will affect your conversion rate.

Hawk: Yeah, absolutely. It is definitely, I was just curious. But yeah, very cool! So I have that list of, I think is 241 influencers, and that is probably one of the coolest gifts I have ever downloaded. So absolutely something to grab.

Steve: By the way, in our new updated version that we're going to be doing in conjunction with the Profiting from Podcast launch, we're really upping the game on this, because now we're going to 670. So I mean, it's a massive document, and we're focusing solely on podcasters. It's The Ultimate Directory of Powerful Podcasters, and and we're going to 670 on that, and and that's gonna crush.

Hawk: That is awesome! Sign me up, whenever they come out.

Steve: For sure!

Hawk: So awesome, and is there anything you want to share with the listeners, and kind of as a last, last component of something that they should either implement in their business, or in their life that has completely changed yours, and that you feel made a powerful impact?

Steve: Yeah and I mean, look, I know when I stepped you through the thousand dollar funnel. It may have sounded like a lot, you know give him a resource, and give him a different version of the same resource, and give him third version of the same resource. But just understand that you don't have to go crazy like that, right? I mean and honestly if you started on a Saturday morning by Sunday night you could have a really good funnel in place of a few high-value resources people would absolutely covet, and would absolutely be thrilled to have, and be thrilled to pay for. So just don't be intimidated by what it is that I'm doing, or Hawk is doing, or you know other people featured in the magazine are doing. Just do what is right for you, but more importantly just get started with something, and you can add the other steps of the funnel down the line. But just focus on that first piece, focus on what can I create that would further the conversation, if I am being interviewed on show. What can I create that would further that conversation? What answers a lot of unanswered questions that is perceived to have a really good value, and cost you nothing to deliver. That can be delivered in an automated fashion, and create it. I mean turn off the you know, the Hulu's, turn off the Netflix you know, for a weekend. He can just sit down on Saturday morning, and by Sunday night, you could literally create something that people would absolutely want. And use Fiverr, and use Upwork, and use the different resources there to find talent, to create these things for you without spending a lot of money if you don't have a lot of money to spend. But believe me, you don't have to spend a lot of money to create something that people absolutely want! Don't let that deter you from getting into the game, and you know if you ever want to brainstorm on what it is that you can create, if you enroll in one of my products programs, or services, you can join me for open office hours for life, and we do that once a month, and so you know I'm happy to help you if I can!

Hawk: That's really powerful, and absolutely it doesn't have overcomplicate things. So really powerful insight there. In the sense of what you shared, how they can get in contact with you? Can you repeat the the program for joining Profiting from Podcasts?

Steve: Yeah, yeah Profiting from Podcasts launches once a year. So I'd say the best thing to do is just go to, steveolsher.com, and that'll always keep you up-to-date on what's going on, and of course we've got access to all the freebies there, the directory, the “17 Proven Ways” ebook, “What is your What?” I mean, it's all there at steveolsher.com. So that's probably best Hawk.

Hawk: Okay, perfect! Awesome, and I definitely appreciate you sharing your wisdom, insights, and for just really creating some value in the world. I know that podcasting and all the host of new media versions and media platforms are just taking the world by storm. So it's something really important for you guys, if you haven't started podcasting, or haven't started getting on blogs, or getting on different platforms, that is an incredible way to showcase your expertise, and to monetize your expertise without having to do a lot of the marketing. For instance, all the people who write for funnel magazine, while they do some, you know, they share their articles, and everything. We drive, pay the traffic to their articles, and the more engagement their articles get, and the more traffic we drive to them. So you know, it's a great way to kind of a showcase what Steve was talking about and is a great way to get yourself and your name out there into the world, by sharing that expertise! Awesome, thank you so much Steve, and appreciate you for being on!

Steve: Yeah man, really appreciate you having me. Thank you!

 

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