[00:00:00] Speaker A: We looked bigger than we were.
[00:00:02] Speaker B: We get their entire client list.
[00:00:03] Speaker C: Even Google doesn't have a category for what we do.
[00:00:06] Speaker D: I'm Richard Gerhardt.
[00:00:07] Speaker E: And I'm Elizabeth Gerhart. You've just heard some snippets from our show. Stay tuned. It was an excellent one. And if you're thinking of starting a new business, you'll love it.
[00:00:16] Speaker F: Ramping up your business.
[00:00:18] Speaker D: The time is near.
[00:00:20] Speaker G: You've given it heart.
[00:00:21] Speaker D: Now get it in gear.
[00:00:23] Speaker F: It's passage to profit with Richard and Elizabeth Gearhart.
[00:00:27] Speaker D: I'm Richard Gerhart, founder of Gearhart Law, a full service intellectual property law firms specializing in patents, trademarks, and copyrights.
[00:00:35] Speaker E: And I'm Elizabeth Gearhart. Not an attorney, but I do marketing for Gearhart Law. And I have my own startups and podcasts.
[00:00:41] Speaker D: 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.
[00:00:53] Speaker E: Did you know that two in five Americans want to start a new business or are business owners? Well, we have lots of information to help them, too.
[00:01:01] Speaker D: And we also talk a little about the intellectual property that helps them flourish. We have a super special guest, Nadia Atval. She's an award winning media expert, tv host, and author.
[00:01:12] Speaker E: And then we have Jerry Davis with draft media partners. I gotta 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? Well, Jerry can help with that. And then we have John Eslanian, and he has precision aesthetics. 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.
[00:01:38] Speaker D: That's everyone's dream. But before we get to our distinguished guests, it's time for your new business journey. Two in five americans want to start a new business or are already business owners. And lots of times our audience asks, what has been the impact of core support networks on your success?
[00:01:57] Speaker A: So, Nadja, it is always a very individual thing, because not everybody is the type of person that would just approach others via, for example, a 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 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 with like minded. I think that's where 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 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, same profession, and I welcomed them instead of, you know, showing them the cold shoulder.
[00:02:56] Speaker D: That's great. Cooperation and collaboration rather than competition. John, what do you think?
[00:03:01] Speaker C: The 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, to be perfectly honest with you. But when you work with 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.
[00:03:32] Speaker D: That's great. Jerry.
[00:03:34] Speaker B: That's 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, like to have cheerleaders in your camp. So, yeah, just build that network out, for sure.
[00:03:56] Speaker D: Kenya.
[00:03:56] Speaker H: Yeah.
[00:03:57] Speaker I: So I think for me, it's important to have people around me who are smarter than me just because that's a.
[00:04:04] Speaker D: Very small universe of people.
[00:04:07] Speaker I: It's not. There's a lot of people who are out 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've accomplished or achieved, I feel like that's a good atmosphere for success.
[00:04:32] Speaker D: What a mature way to look at it. I think that's so great. Elizabeth.
[00:04:35] Speaker E: 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. I have had some really good luck on LinkedIn lately. That's how Nadia 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.
[00:05:04] Speaker D: 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. And that's very satisfying. That said, it is time now for our distinguished guests, Nadia Atwal. And she is an amazing, award winning media expert, tv host, and author. She is also an expert on AI, too. So, Nadja, maybe we can start with that.
[00:05:37] Speaker A: A little bit of it's a very diverse career. I started out as a journalist, then was diving into areas of tv, tv production, media production, publicity and management. And in the end, when you start out like I did in the entertainment industry, it's all related. 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 COVID I was always fascinated how the magazines had a great talent to always pick the worst picture. So.
[00:06:29] Speaker E: Here you hear you. It's like your driver's license picture.
[00:06:32] Speaker A: Exactly. So then I learned, okay, don't give them too many tricks. 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 maxim covers. And so just in order to serve my clients best, so they didn't just sound great and look great in reality, but also had their dream cover. Had their dreams. 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. So my skillset as a writer comes in. My skillset as an on camera interviewer, as a tv host, as a producer. And now, of course, with Aihdem, and everything is happening so fast on that front, I'm on the board of the global AI Council. And so I realized 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 years, 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 quality of work that I do. And AI can be very helpful. It's not about replacing us. It's about creating a better version of our work.
[00:08:08] Speaker E: Is it possible in this day and age, Nadia, for a business owner or 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.
[00:08:21] Speaker A: 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, 15 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 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. 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, I need to take a selfie. So when I post, I actually then tell my friends and I say, hey, I just posted this, you know, would love your comment. 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. Wow.
[00:09:31] Speaker E: That's really a good point.
[00:09:33] Speaker D: That's really great. When we started the law firm, we relied on digital advertising. This was back in what, 2006, 2007. There were very few attorneys that were relying on websites to get business. And I was told that you're never gonna get business on the Internet or the people that are gonna sign up are gonna be terrible. And it's all about relationships. Well, the website kind of started the relationship. And we were really lucky, Elizabeth and I, when we were building Gerhardt law, that the people would come and we got Fortune 500 companies contacting us through our website. But now it's that the tables have turned. There's so much media out there, there's so much noise out there, that it's no longer such a unique thing to be out on social. Right. So how do we as business people address that issue?
[00:10:26] Speaker A: I 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 a 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 and I had to find all new doctors, and I fell for my own hype. I narrowed it down to a few doctors that had similar education, similar Google views, and in the end, I picked the one that had the most media. I thought, might as well guess this person is staying up to date. Cannot be a dodo bird if he's constantly, or she's constantly being quoted. So down to the doctor that delivered my babies, I thought, what's good enough for Brooke ShieLds 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're 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 you gotta 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 owner, no matter how much money you make, always set a little bit aside to invest in your own brand building and your own pr and in the pr of your business.
[00:12:01] Speaker I: 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 is 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 a lot higher and a lot more visible than on the tv broadcast side.
[00:12:25] Speaker A: Yes. I mean, streaming in terms of numbers is beating tv. We know that from Nielsen. 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, and that is what gets others ahead. If the day had more than 24 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. 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 in one, and you're boosting your image and you're boosting the SEO of your website. Don't work more, just work smarter.
[00:13:29] Speaker E: 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 shows.
[00:13:44] Speaker A: Exactly.
[00:13:45] Speaker E: Is really helpful.
[00:13:46] Speaker D: 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, 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 chops, that's a big step forward.
[00:14:18] Speaker A: Yeah. You cannot be humble these days, at least not on social media. You got to be willing to showboat. 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.
[00:14:34] Speaker D: That's the one two punch.
[00:14:35] Speaker E: Do you have a story, Nadia, about somebody that you've worked with, that you've helped them propel themselves through the media?
[00:14:41] Speaker A: Yeah, there are 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 a mom in Canada. And it was the pandemic, and 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 maybe a reading app? 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 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 partners, and they said, hey, you know, Shaquille O'Neal is known for liking brands that add values to people's lives. And we already. We were small, but we had a lot to show for. We looked bigger than we were also due to the media. And Shaq is a partner of the app. It's Omar. It's a wonderful reading app, and it shows that when. I think the question I always get is from startup, 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 cases where it was most helpful.
[00:16:31] Speaker I: You had made a point earlier about the use of AI and how people can integrate that into their marketing. Do you feel like AI has made people a little lazy creatively? Orlando can create that tendency in people where it doesn't come off as authentic.
[00:16:47] Speaker A: Yeah, I mean, you can definitely still detect when people just take an article and they run it quickly through chat GTP. The professional eye can sometimes tell that this is something that this person didn't write. There are certain key phrases, but you can also instruct AI better and better. So this is almost, as I said, it 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 Chad GTP passed the bar exam in the 45 percentile, and then a few months later in the 90 percentile.
[00:17:30] Speaker D: That's better than a lot of lawyers out there. Maybe we should hire chat GPT. But I do find that the more I use chat GPT, the more I'm able to identify chat GPT 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.
[00:17:49] Speaker A: But the more also, that's what people forget. The more you instruct chat gp accurately and the more details, the better the outcome. So you gotta kind of train it a little bit. And it's like with the friendship, the more you put in, the more you get out.
[00:18:05] Speaker E: So, Nadia, if somebody is going to start a business and start with getting themselves in the media, which media do you suggest they go into 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.
[00:18:20] Speaker A: 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. These are two separate things, but they complement 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 apart 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 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 way it goes. You gotta 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 state newspaper, for example, and from there, take it to the national level. Start somewhere, get the ball rolling.
[00:19:53] Speaker D: We are here with Nadia Atwal, and she has just been amazing and informative in every way.
[00:19:59] Speaker A: So take fun to know one.
[00:20:02] Speaker D: Stay tuned for more passage to profit after this.
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[00:22:09] Speaker E: Our special guest, Nadia Otwell. 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 really look for people with a big presence and you can really spot talent. Can you talk about that a little?
[00:22:37] Speaker A: Yeah. 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 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 situations where a CEO would say, can you get me on this show? Can you get me on that show? And we are within the teams like, oh, God, do we have a vice president who, because when a tv Booker brings you on and you have that shot and you're doing a good job, they bring you back. I mean, that's how I was booked. Again. I was on Fox Business, and it was actually very organic how 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? I said, well, you have to ask my client. My client was so happy that she didn't have to carry the burden of the segment. Yeah, bring Nadia in. And that was the beginning of a beautiful relationship. And then the producers saw me and booked me, and I would pitch sometimes clients, and I would say, okay, okay, okay, we're gonna book that client, but we want you on the show. So. And 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.
[00:24:03] Speaker D: 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.
[00:24:15] Speaker A: 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 stiffen. And then after doing it for some months, 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 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 be there, nobody's excited to watch you. So that's when we sometimes do media training, where we're doing the pretend interview. I'm 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 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 bus station, like exercising a muscle and you're getting better and better at it, and then it becomes second nature.
[00:25:48] Speaker D: Nadia Atwal, thank you so much. And where can our audience find you?
[00:25:53] Speaker A: So they can either find me on LinkedIn, nadiartwald.net, or you go to our company, ibhmedia we're gonna be happy to talk with you and see what we can do together.
[00:26:04] Speaker D: Thank you so much. And we look forward to whatever's gonna happen next on passage to profit. Right now, it's the intellectual property news segment of is it possible for a government to deny your passport because of your name?
[00:26:18] Speaker E: In Britain, yes. A family named their son Loki Skywalker Mowbray because he was born on May 4, 2017, and formerly known as Star Wars Day. 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.
[00:26:39] Speaker D: So they actually told him that they have to contact Disney to get their permission.
[00:26:44] Speaker E: So they eventually worked it out so the child was able to get a passport.
[00:26:47] Speaker D: 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, what do you think about this whole situation?
[00:27:11] Speaker B: Jerry, it just seems kind of absurd to me.
[00:27:14] Speaker D: It's ridiculous.
[00:27:15] Speaker C: John, 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? Cause there's clearly a villain.
[00:27:26] Speaker D: Well, couldn't possibly be the trademark attorneys.
[00:27:29] Speaker C: There's clearly three villains in this story. That's what brings to my mind.
[00:27:32] Speaker D: Not even.
[00:27:33] Speaker A: It's actually interesting. Yeah, I would not want to deal with Disney on these things. Who has time for that?
[00:27:37] Speaker D: 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 going to happen. Anyway, we have to wind this up and take a commercial break. You're listening to passage profit with Richard and Elizabeth Gerhard. We'll be back after this commercial break.
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[00:29:36] Speaker F: 800 4105-9148-0041-0591-4800-4105-914 that's 804 10 5914 paid for by the health Insurance Hotline passage to profit continues with Richard and Elizabeth Gearhart.
[00:29:57] Speaker D: Just remember, Passage to Profit is a nationally syndicated radio show heard on 38 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 Prophet podcast is ranked in the top 3% globally on listen notes and has also been named as a top ten podcast for entrepreneur interviews by the Feedspot Podcasters database. So how about that? So now it's time for Ken Gibson and power move. So what's going on today?
[00:30:30] Speaker I: Excited about power move today because we're going to talk about Camron and Mase, 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 a $120,000 investment, which is now turned into a $20 million deal for them. Right? It's a little mini sports empire that they built for themselves. If you don't know who Camron 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 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, own it, have equity, and monetize it. So I'm giving them both power moves today.
[00:31:16] Speaker D: Yeah, that's great. That's a lot of hustle to generate 20 million in revenue.
[00:31:20] Speaker I: 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.
[00:31:28] Speaker E: I want to make it happen.
[00:31:29] Speaker I: We're making it happen.
[00:31:31] Speaker D: What about you, Elizabeth? Tell us about your projects.
[00:31:33] Speaker E: Danielle Woolley and I just did another couple of episodes of the Jersey podcast. Podcast where we talked about cats. We interviewed somebody, and Danielle is just wonderful to do this. She's a really great podcaster. And then Stacy Sherman and I have podcast and YouTube creators community meetup, 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 of Podfest, doing a pod tour at our podcast meetup. But that's enough about me. 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 it's going to the right place or doing any good? Well, Jerry has an answer for that.
[00:32:31] Speaker B: That is a huge question, and one, 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 175 plus active clients, and maybe 15% 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.
[00:33:13] Speaker D: Excellent. So how did you get into this?
[00:33:15] Speaker B: Oh, it's a meandering road. I've done a million things over the years, but a lot of that pre 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 at that newspaper and won a little award for the first ad every day for a guy's pizza joint. I took a picture of him throwing the dough up in the air, 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.
[00:33:51] Speaker E: But now you have proprietary software that you developed, right?
[00:33:55] Speaker B: Yeah. 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 and farm out. But the proprietary software would be the one that helps ad agencies predict the outcome of a campaign.
[00:34:14] Speaker I: 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.
[00:34:25] Speaker B: 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?
[00:34:33] Speaker D: Not yet.
[00:34:34] Speaker A: How has this business changed in the recent few years? I'm assuming a lot.
[00:34:39] Speaker B: 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 campaign, 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 to transition to a full service fulfillment agency.
[00:35:04] Speaker D: How do you market a b two B company like this?
[00:35:07] Speaker B: 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.
[00:35:26] Speaker E: One thing I want to do for the studio eventually is very targeted digital advertising. So I want to do geo targeting. I want to do people with a business that want to start a podcast. Is that part of your algorithm?
[00:35:39] Speaker B: Yeah, 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 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.
[00:36:16] Speaker I: Is it only digital that works for what you're doing? Or can you incorporate broadcast radio?
[00:36:21] Speaker B: We still are a 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.
[00:36:31] Speaker I: And then how would you measure, like, how is it measured in the platform, like a broadcast radio piece?
[00:36:35] Speaker B: Oh, well, the same way it always has been. 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.
[00:36:53] Speaker E: Nadia, publicity and advertising are two different animals. Right. So you would probably work with the advertising agency to get publicity for their people.
[00:37:00] Speaker A: I mean, there needs to be just consistency in 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, but the complementing each other spirit. And you seem the type that works like that.
[00:37:26] Speaker B: That's how we are going to grow. And that's just kind of a core philosophy of 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 in that space.
[00:37:36] Speaker A: I spoke some years ago, not too long. I spoke with somebody who was a top executive in 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, consumer behavior, what would it be? And he says, right now, people want to be part of a club. They want to be 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. That's our true master.
[00:38:14] Speaker B: 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.
[00:38:24] Speaker D: The name of the company is draft media Partners. So how did you start the name of the company with the word draft?
[00:38:31] Speaker B: Well, draft actually was an acronym, and it was referring to that piece of technology that we use for predicting campaigns. But then, 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. So that's why we changed it to draft media partners. And the other 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. We're constantly trying to evolve and be better.
[00:39:00] Speaker E: Draftadvertising.com is where people can find you, and this has been Jerry Davis passage.
[00:39:06] Speaker D: To profit with Richard and Elizabeth Gerhart, our media maven.
[00:39:09] Speaker E: Kenya Gibson.
[00:39:10] Speaker D: More right after this.
[00:39:11] Speaker G: Learn 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 $1,900 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 spend $3,000 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 $1 a day. You can have all the major appliances and systems in your home guaranteed, fixed or replaced. Call now. If the lines are busy, please call back.
[00:39:53] Speaker F: Call the home Warranty hotline now at 800 2554-9408-0025-5494-0802-5549-40 that's 802 five five, 4940. Now back to passage to profit once again. Richard and Elizabeth Gearhart.
[00:40:15] Speaker E: Now we are on to John Aslanian with precision aesthetics, and his website is precision aestheticsmd.com. and please tell us what your company does and how they do it.
[00:40:26] Speaker C: 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 doctor's office. Different from a med spa. A med spa 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 we come in.
[00:41:09] Speaker E: What kind of treatments do you do?
[00:41:11] Speaker C: It's, again, kind of interesting. The average person pretty much has seen coolsculpting, which was, for context, that's 2016. It's not that long ago. 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. When they came up with this idea, which was only, what, 22 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 first came thermosh with the radio frequency, tightening the collagen, making more collagen. That's why I'm so beautiful. And then someone else came in and said, let's use that technology, go to the fat layer and melt fat. So rather than doing coolsculpting, in 2009, this other company came out and said, we can melt the fat and tighten the skin. But they didn't spend any money marketing. So then along comes coolsculpting, spends $100 million and markets something that, well, Google, search it yourself, adverse events. And then these guys came in with doing the muscles. So not only can we do your six pack abs, we do the muscles on your face, which I've done a half a dozen times.
[00:42:27] Speaker D: John, you look great.
[00:42:28] Speaker E: Yeah, exactly like a facelift kind of.
[00:42:30] Speaker C: It is. I mean, what? Why would you pull thin skin over bones when you could actually restore your muscles? We could restore 30% of your muscles along your jawline. So 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.
[00:42:49] Speaker D: Do you use weights?
[00:42:50] Speaker C: No, no. It's like, it's a muscle stim. It's a contraction. When you're in it, there's some pictures of it. It's like you're sitting there and your face is going. It's being contracted like 20,000 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 20,000 times.
[00:43:09] Speaker E: All those people walking around that are 60, that look like they're 45, that are so proud of themselves, like, what percentage have had this done? And they're not telling anybody, right? Oh, yeah. Go to New York for my treatment.
[00:43:20] Speaker C: Yeah. Actually, if you look up thermage, 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 ads and everything. And I'm sure that all of her other friends use the same technology.
[00:43:33] Speaker E: Well, Nadia, you know, John, do you have any questions or comments about his business?
[00:43:38] Speaker A: Well, I'm a firm believer in doing good maintenance work before it all goes down the drain, and then you have to do radical facelifts. So I think this is a fantastic way of just 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 m face, m scalp things, you see 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 are also more animated to pirate live a healthier lifestyle and go to the gym. Often when you see first results, it's 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 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 a top notch medical background. I'm very much a fan and a believer in this.
[00:45:01] Speaker B: Yeah.
[00:45:02] Speaker C: As much as these devices are prolific, the one that does the abs, for example, it's electromagnetic, it's scary putting your.
[00:45:09] Speaker E: Body in or even your mind in some way.
[00:45:12] Speaker C: 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 1718 years ago. So clearly they have 15 years experience. They have 7812 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 doesn't add muscle, which of course we do. So that's another clue. 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 the one star reviews because sometimes you looks like it's a four star review, but that's because they have 4000 reviews and you turn it upside down, you're like, oh, my God, they got 27 one star reviews where they actually hurt people.
[00:46:02] Speaker D: Yeah.
[00:46:03] Speaker C: So don't go there.
[00:46:04] Speaker D: 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 neck he'd like to get rid of.
Do you do a lot of work on men?
[00:46:18] Speaker C: 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 2 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.
[00:46:37] Speaker D: But maybe there's some shows you do tattoos with that.
[00:46:41] Speaker C: For those treatments, we only do 100% non surgical known downtime stuff, which is what our patients love.
[00:46:46] Speaker E: Precision aestheticsmd.com www.
[00:46:51] Speaker C: Dot 21279 914 eleven.com. oh, it's included, which is a fun thing to do. You guys should all do that.
[00:46:59] Speaker E: Okay. So instead of going to precision aestheticsmd.com comma go to 212-79-9411.com we will be right back with secrets of the entrepreneurial mind. We need to take a break now. Passage to profit road to entrepreneurship with Richard and Elizabeth Gearhart, Kenya Gibson and our special guest, Nadja Atwell. We'll be right back.
[00:47:20] Speaker B: I'm Jack, CEO and co
[email protected].
[00:47:22] Speaker D: Dot.
[00:47:23] Speaker B: When I left my job as a Wall street banker back in my twenties, I felt completely lost trying to navigate.
[00:47:29] Speaker D: The process of hiring a financial advisor.
[00:47:32] Speaker B: 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 and expertise. That's why I started usehabits.com, where we help you find your financial advisor free of charge.
[00:47:48] Speaker D: Usehabits.com Dot it's passage to profit now it's time for Noah's retrospective.
[00:47:55] Speaker E: Noah Fleischman is our producer here at passage to profit, and he just has a way of putting his best memories in perspective.
[00:48:03] Speaker H: Got my keys. I've always kept them 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 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. When I was just about done, I leaned over and looked around and realized there was no handle or button to, you know, finish the job. So I quietly stepped out and asked the concierge, and she said, oh, no, there's no handle or button or anything. I'll just log in and flush it later. That was some restroom. Good thing I remembered to return the key.
[00:49:01] Speaker A: Now more with Richard and Elizabeth.
[00:49:04] Speaker D: Passage to prophet now it's time for.
[00:49:07] Speaker E: Secrets of the entrepreneurial mind. Nadja Atwal, our guest today. Nadja, what's a secret that you've used for success that you don't tell very many people?
[00:49:17] Speaker A: That I'm five inches deep and 10 miles wide.
You know, jack of all trades, master of none. Well, maybe master of a few things. Of a very few things. But I think it has helped me to just have broad knowledge. I read a lot. I think the same 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 the 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 this whole Olympic thought of failure is great, and we learn through failure. Well, you know, try to avoid failure.
[00:50:09] Speaker E: I don't need to learn that much.
[00:50:10] Speaker A: Yeah, I think failure is celebrated too much. I don't like to fail. But definitely, if you lose, don't lose the lesson. And that is a key takeaway.
[00:50:21] Speaker E: Excellent. Okay. Jerry Davis with draft media partners. What is your secret?
[00:50:27] Speaker B: 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 bumps in the road along the way.
[00:50:43] Speaker E: That's excellent advice. John aslanian with precision aesthetics. 212-799-1411 that's your secret.
[00:50:53] Speaker C: 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 gonna fall off the rails and you'll never know why.
[00:51:03] Speaker E: I love that.
[00:51:04] Speaker C: If I think I'm a smart person and I've already figured out the best that I can come up with and someone better comes up with a better idea, I'm like, oh, my God, I am so happy we've come up with something better than my best. So I love to be wrong in that sense that someone's come up with a better idea.
[00:51:22] Speaker E: You're the perfect husband if you love people.
Kenya Gibson.
[00:51:28] Speaker I: So I'll share something that I heard in a meeting this morning, and it's from Warren Buffett. 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, you're going to get a wonderful result if you stay in it for a long time. So I thought that was very profound. Yeah.
[00:51:56] Speaker D: He should know, right?
[00:51:57] Speaker I: And he should know.
[00:51:58] Speaker D: That's great.
[00:51:58] Speaker E: 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. But 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, like talk shows and game shows and just weird stuff like that, that Richard doesn't watch them with me. He goes to bed. But I enjoy watching them 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 need to take that have worked for other people in you.
[00:52:42] Speaker D: So I couldn't agree more.
[00:52:44] Speaker E: It was a great show. Everybody had really cool stuff to talk about.
[00:52:47] Speaker D: Passage to profit is a nationally syndicated radio show appearing in 38 markets across the United States. In addition, passage to profit has also been recently selected by Feedspot 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, Alicia Morrissey and Rishikep Busari. Look for our podcast tomorrow, anywhere you get your podcast. Our podcast is ranked in the top 3% 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. Gerhart Law is here for your patent, trademark and copyright needs. You can find
[email protected] and contact us for a free consultation. Take care, everybody. Thanks for listening, and we'll be back.
