[00:00:00] Speaker A: If you look at your win to loss ratio, you win a thousand times every day.
[00:00:04] Speaker B: My subconscious woke up one day and I was like, happiness happens.
[00:00:07] Speaker C: I'm tired. As a customer of bad experiences.
[00:00:11] Speaker D: I'm Richard Gerhart.
[00:00:12] Speaker E: And I'm Elizabeth Gerhart. You just heard some snippets from our show. It was a great one. Stay tuned to hear tips about how you can start your business.
[00:00:22] Speaker D: Ramping up your business. The time is near. You've given it heart. Now get it in gear. It's passage to profit with Richard and Elizabeth. Elizabeth Gearhart. I'm Richard Gerhart, founder of Gearhart Law, a full service intellectual property law firm specializing in patents, trademarks, and copyrights.
[00:00:40] Speaker E: And I'm Elizabeth Gerhart. Not an attorney, but I do marketing for Gearhart Law. And I have my own startups and podcasts.
[00:00:46] Speaker D: Are you one of the two in five Americans wanting to start your own business or already a business owner? Stay tuned. This show is about starting and growing your business. Welcome to passage to the road to entrepreneurship, where we learn why and how ordinary people, just like you, started and grew their businesses. And we also talk about the intellectual property that helps protect your innovations. We have Scott Clarey. He's the founder and CEO of the Social club, host of the success story podcast investor and author. And we are really looking forward to hearing from him.
[00:01:19] Speaker E: And after Scott, we have two amazing presenters. We have Simona Costantini, and she has Volt Productions and the Happiness happens podcast. And she helps a lot of people get their podcast started. So very cool. And then Stacy Sherman, she flies all over the country. I can barely get ahold of her, giving presentations on customer experience. So she is a customer experience expert, and everybody wants to hear what she has to say.
[00:01:44] Speaker D: But before we hear from our distinguished guests, it's time to talk about your exciting new business journey. Two in five Americans want to start their own business. Is it time for you to start a new business? Our guests today are all podcasters, and so, of course, we're gonna ask about starting podcasts. So I would like to ask our guests, why did you start your podcast and what did you want to achieve from it? Scott, welcome to the show. Tell us about why you wanted to start your podcast and what you wanted to achieve from it.
[00:02:14] Speaker A: It's funny, when I first started it, it was not just to sell a product or a service. The goal was to build an audience and a community that would have some longevity. I think that we work so hard to build our companies as entrepreneurs, and we realize that we're putting all of our self into it. And I've seen the other side of entrepreneurship. After you sell a company and then you have to start from scratch or even in your career, when you move from job to next job, and you always feel like you're starting from scratch, I feel like building an audience is the hack to not start from scratch. And you start to build an audience and you build this flywheel. And over your career, you amass this great community of people that know you love you, trust you, and that can be used to launch products. It can be used to get job offers. It can be used for a variety of different things. Just putting your name out there, putting yourself out there so that everything becomes a little bit easier.
[00:03:05] Speaker D: Great. That's really great. So we have with us Stacey Sherman, Stacy, welcome to the show. Tell us about why you started your podcast and what you hope to get out of it.
[00:03:14] Speaker C: I started it as a hobby while I was in corporate, and I was just sharing what I was doing in the job, doing customer experience. Right. And then that turned into more than a hobby, a labor of love and a way to connect with people. I would never have met the people that have been on my show otherwise. And so it's a love. It's like a baby, and I've been growing it up.
[00:03:40] Speaker D: That's great. Thank you for that. Simona Constantini, welcome to the show.
[00:03:44] Speaker B: Thank you. Thank you so much for having me.
[00:03:46] Speaker D: Sure. Why did you start your podcast and what did you hope to get out of it?
[00:03:49] Speaker B: So I have two podcasts. The first one, happiness happens, I started in 2018, and the intention behind that was actually a personal journal, and I was documenting all of the growth that I was experiencing through understanding things like fear, shame, guilt, happiness, joy, contentment. What does that all mean and the purpose of it and still continues today to help one person feel less alone. And so through those conversations of happiness, that's what I aim to do on every single episode. And I get to interview thought leaders and really dig deep into what, what does happiness mean to them? And also, why do we feel like we don't have enough of it, and what do we do to get more of it? So that's the first one. The second one, as it relates to podcasting, is an industry show to help creators start, grow, launch, monetize their podcasts.
[00:04:32] Speaker D: That is awesome. You know, you do get a chance to talk with people at a very deep level when you're on a podcast or on a radio show, and you get to share that and other people get to experience those conversations. So it's really a very special experience. Elizabeth, tell us about why you started your podcast and what you hope to get out of it.
[00:04:52] Speaker E: I will, Richard. So, passage to profit actually was not something we went out looking for. It was brought to us by Kenya Gibson.
[00:05:01] Speaker D: I guess it kind of found us.
[00:05:02] Speaker E: It found us. And I think the reason I wanted to start it was because it just seemed so exciting and so much fun. And what happened after we started it and started reaching out to people to be on the show was we just started meeting the most amazing people. And I started learning so much, and I love learning. And so when you do an interview style show and you get these amazing people on, you always learn something new. It doesn't matter how much you know. And so that's why we started it. For something new to do that seemed exciting. And, boy, we love it.
[00:05:37] Speaker D: Now we do. Kenya Gibson, our co host and media maven. Kenya, tell us about your podcast, why you started it, and what you hope to get out of it.
[00:05:46] Speaker F: My podcast is about motherhood and.
[00:05:49] Speaker E: Right.
[00:05:49] Speaker F: And covering some of the maternal disparities that are happening in communities of color. And I think one of the reasons why I was always interested in podcasts in general is I think I'm innately an educator, right. And I like to teach people stuff. And we have a lot of data and statistics on why people listen to podcasts in the first place, and that is to learn. Right. So it's kind of like going to find good book. You find what you like, you find a few chapters that speak to you. So I feel like that's what podcasting is, right? You creating this platform where people can kind of go pull from their favorite chapters and download really good information.
[00:06:20] Speaker D: Yeah. Well, I think education is an important part of any podcast. And that's personally why I felt like passage to profit was such a great idea. It was actually Kenya and Elizabeth's idea. But I do love entrepreneurism. And entrepreneurism is such a positive, strong, potent force that it's really important for people to understand the power of entrepreneurism. And I think passage to profit really helps with that. It helps highlight entrepreneurs, the challenges, the successes, and that's why I love doing this. And what do I hope to get out of this? I don't know. At this point, I'm just happy to share the information and help other people. So that's my payoff. Anyway, now it's time to go to our featured guest, Scott Cleary. He is an amazing guy. I've gotten a chance to know him over the last couple of days. And he's really super, super smart. He's very articulate. He also has this huge podcast, and you're very kind. Oh, no, it's all true. You have to admit. It's all true. He's an entrepreneur, investor, author, and podcaster. He's the founder and CEO of the social Club, a highly vetted private members, community of entrepreneurs and investors and executives. And he also hosts the success story podcast, the number one podcast and top ten business podcast. So if you haven't had a chance to listen to success story, do it. You will be so inspired. Scott interviews inspirational people. He's also the founder of a weekly business newsletter with over 321,000 subscribers. That's a lot of people. So welcome to the show. So thank you. Scott, what is the most important thing for you in your career?
[00:07:55] Speaker A: In my career, you know, as I was listening to what everyone was saying as to why they started their podcast, there was one thread that I think I just want to touch on because I think it's an important point for an entrepreneur who's building something. When you build something, if you give back to a community or an audience, you will find a way to become successful. And I don't think I always wrapped my mind around this idea, but it's proven to be true time and time again because I put out a lot of free content. Almost everything I put out was free again. I did not start a show with a product. I started a show when I was still building a company completely unrelated to the show. So all the interviews I was doing, all that was free content, even the newsletter, it's free content. And I found that when you take care of others, especially at scale, you live a life dedicated to teaching and education and giving back and helping people not have to reinvent the wheel. Honestly, this is what I've sort of built my show around. It's what I've built my current business around. The social club, you mentioned that. And the money takes care of itself. So I think that, not to sound too cliche, but when you go in and build anything, or especially as a content creator, if you go in with a very selfless attitude, an audience first attitude, and you don't try and milk money out of people immediately, especially as a creator, and you build this incredible community, the money will take care of itself. You have to find a way eventually to monetize this audience, which is important. So you have some longevity. But I think that that's probably one of the most important creator ideas and concepts that I think people have to wrap their head around. Because on the flip side, I see people that monetize too early trying to sell things and teach things that they don't even know anything about. And I think that's the negative side of the creator economy, gurus and whatnot. Selling courses for thousands of dollars online day zero yeah, I mean, it's like.
[00:09:45] Speaker D: Any other relationship where you have to build trust, and building trust takes time, and people need to know what you're about. And so I think that's why just doing it for the sake of doing it is so important.
[00:09:58] Speaker E: I loved your comment about people that don't really know what they're talking about trying to teach other people in charge for it. Because especially in podcasting and YouTube space, I have been listening to a lot of different people talking about it and watching videos and stuff. And I know from my own research they're getting stuff wrong. And I feel like there's better ways to do things. So I think you have to be careful when you hire people like that. And I do think somebody really needs to build up their credibility, and I think they need to build it up with content that's free, like you said. But one thing I wanted to ask you about was how important is social media to podcasting? Because I feel like it's pretty important.
[00:10:35] Speaker A: I think when you start a podcast, a podcast is the product or you are the product and social is your marketing channel. Like you wouldn't start a company and say, I'm just ignoring social media. Be a pretty stupid idea to start a company in 2024 and say I'm ignoring social media. And you even take a look at some big Fortune 500, Fortune 1000 companies that they ignore social media and they will eventually get disrupted by somebody who's more agile, understands how to tap into somebody's emotion, and use basically free social and free reach to galvanize a community, right? So social media is the marketing channel. It's a bullhorn. It's a megaphone that you have to use regardless. So I think some of my success I can attribute to the fact that I was a marketer and I got into the weeds on everything before I hired someone to do it, including social. So I understand right away, not only social, I mean, I code a website. I could do video editing, audio, mastering graphics on canva, copywriting, run ads, SEO an article on my website. I learned how to do all this stuff, at least at a rudimentary level, because I knew that had to figure out the marketing and social aspect one cannot exist without the other successfully.
[00:11:41] Speaker D: So there's more to starting a podcast than just the microphone and talking, right. There's a whole universe of knowledge that you have to tap into, whether you decide to do it yourself or you hire a producer or get some help.
[00:11:55] Speaker F: Yeah, I mean, I see you have 22 million downloads. That's, like, incredible.
How do you get 22 million downloads?
[00:12:03] Speaker A: Yeah, it's episode by episode. It's one episode at a time. There's more than just getting a microphone, but that is the first thing just starting. And I think that's very important. But then once you have that process built out and you started that thing, then figure out, okay, what can I add on? What is the marketing channel? What is the derivative content? What is a short form video? What is another medium? I don't want to assume that everybody in the world just listens to podcasts. So maybe I want to turn that into a newsletter, because I know that I'm going to find people that like reading about entrepreneurship, not just listening to it, because I'm not selfish enough to think that everybody has to be a podcast listener. Right. So, I mean, you start with the first episode, and then you reverse engineer what other people have done, and I reverse engineer what people do on different marketing channels.
[00:12:46] Speaker D: So were you ever scared to go on?
[00:12:48] Speaker A: Never.
[00:12:49] Speaker D: Never. That is so not like me.
[00:12:52] Speaker A: It's because I have the firm belief that everybody who's accomplished something is not that special. They figured it out. They've tried hard. Maybe they got a little bit of luck. But if I can see someone else has done it and I'm smart enough to reverse engineer the steps they took and I execute against that playbook, I will end up some version of successful. I truly believe that. And it's not like that was how I was born. But I noticed that pattern across anything I attempted to do in my life. And one thing that has allowed me to adopt that view has been just itemizing and keeping track of my wins across my entire life. Because when you realize how much you win, then it's almost a question of how could this not work out? Because what happens when we go through life in business, you really pay attention to the losses. You pay attention to the time when a deal didn't work out, when you got sued, when you got fired, when you had to fire an employee. Whatever happens, you pay attention to that. That imprints on your brain. That's why news cycles focus on negative headlines, because that's what actually sticks. But if you look at your win to loss ratio, you win a thousand times, every damn day. Every damn day.
Itemize your wins. Keep track of them however it is, whether or not you put them on a poster board or I know somebody that looks at their instagram, looks at all the trips and stuff they took over the last year, and just keeps like a mental account of their, how cool their life is. The point is, you're keeping track of that, so you're almost logicking yourself into realizing what you can accomplish.
[00:14:16] Speaker E: Richard, do you remember that book you read years ago by Dan Sullivan about the gap? I think it's the same sort of thing, right?
[00:14:22] Speaker D: When you're down and you're thinking about missed opportunities, you look back at all that you've accomplished, and so it lifts your spirits.
[00:14:29] Speaker E: And when you're a podcaster and doing a radio show, whatever, you're really putting yourself out there. As a business owner, you are putting yourself out there. When you're doing this stuff, you're really putting yourself out there. It's a little scary. What do you do if there's negative comments on social media about you or people say mean things?
[00:14:44] Speaker A: It means that I'm growing. It means that I'm doing something right. It means that I have an opinion, which is good.
[00:14:48] Speaker F: Biggest mistakes that you see people who are entering into the podcast space make.
[00:14:53] Speaker A: The biggest mistake people make would be not setting themselves up to be able to do the thing for a long enough period of time to see the results. So that could mean that you try and do a show a day. That could mean that you invest $10,000 a month in an agency to produce it when you cannot afford that. That could mean that you quit your job and hope to monetize your podcast. And then you realize you didn't monetize it quick enough and you have to quit and go get a job again. Whatever it is, you jumped into it too far. This is not just podcasting. This is entrepreneurial lesson. But yes, podcasting as well. And then you can't stick with it for a period of time, because success is when you stick with something for an unreasonable amount of time and iterate and learn and really just test out what works and what doesn't until you figure it out. So any business, any podcast, my rule is find a way to do it for ten years. That's the thought process. Seems like a long time, in my opinion. It's not. When you're trying to build something that could change your life, I see it's not.
[00:15:49] Speaker E: Yeah, we've been doing this for six years. It's like we started yesterday.
[00:15:52] Speaker A: Yeah.
[00:15:53] Speaker E: Right.
[00:15:53] Speaker A: And look at where you're sitting right now in a studio in New York City. That's pretty damn good.
[00:15:58] Speaker E: But that's okay. That's what this show is about. So what were your solutions for getting through those really challenging times? Because there will be times you feel like you should just pack it all in.
[00:16:08] Speaker A: I think that just sort of shelving the ego aside, maybe realizing that you're not the smartest person in the room, maybe leveraging the a players that you probably have hired, hopefully to come in with solutions.
[00:16:18] Speaker D: I agree. Keeping yourself out of it and getting out of your own way and sort of having this ideal zone where you're confident enough to make decisions and take action. I mean, if something went right, I used to hit the ceiling with happiness, and then I would go crashing down when the opposite happened.
[00:16:36] Speaker E: But one thing you always did when things went right, if there was extra income, you always put that away in the bank. You can reinvest a lot of it into your business, but you should have that cushion there.
[00:16:47] Speaker A: Well, yeah. So that's more of a tactical, like, no, your burn rate. Burn rate is the number one most important thing your business should pay attention to. And it's really how much cash you have in the bank versus how much are you spending every single month. That's really it at the end of the day. So you have to know your numbers.
[00:17:01] Speaker E: Every investor gets a little percentage of your company, right? Or maybe a big percentage. Can you dilute it so far that you can't get investment money anymore?
[00:17:09] Speaker A: You can dilute it so far that you lose your company, which is worse. If you raise out a bad valuation, you'd actually have to do something called a down round, where the next round you raise has to be at a lower valuation because you basically screwed up the valuation and you did not fulfill the promises to your investors or the growth that you were gonna. You're promising your investors.
[00:17:27] Speaker D: Tough sell. Tough sell.
[00:17:28] Speaker A: It's not good. It basically. So the point is, do not dilute yourself. Do not undervalue your company. Try and build a company that's profitable. Try and build a company without raising money, and that's where you'll be the happiest as an entrepreneur.
[00:17:39] Speaker F: That was my next point, was, like, just taking a look at the creator economy and how creators are functioning and, you know, having the ability to monetize their platforms. What advice would you give to someone who's like a smaller creator? Kind of starting off, you want to.
[00:17:53] Speaker A: Get into a cadence of how you can continuously produce content because that's your product. So find a way to continuously produce where you're not overburdening yourself financially in the in the content creation process. And then the next step would be monetizing. Understand your value as a creator. Understand that sometimes companies take advantage of creators. So you want to figure out how many impressions are you getting. A metric to track how you should charge is CPM cost per mil. That means cost per thousand impressions. So figure out what a good CPM is for your type of content could be $5, it could be $50. If it's business finance con doesn't matter. Learn how to value yourself so you can go into a negotiation from position of power and authority and then more tactically. I mean you can either use agencies, but also be careful that you negotiate good deals, run campaigns, understand how to value yourself. Use chat GPT to put together a contract you'll monetize.
[00:18:45] Speaker D: You're listening to passage to profit with Richard and Elizabeth Gerhard. Our guest Scott Cleary is here and stay tuned. We're going to be hearing secrets of the entrepreneurial mind coming up soon.
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[00:20:53] Speaker D: Now back to passage to profit once again, Richard and Elizabeth Gearhart and our.
[00:20:59] Speaker E: Special guest, Scott Clary, who has just done amazing things and knows so much about business. Scott, what is your number one tip? I know you say longevity, making sure that you can keep your podcast going.
[00:21:12] Speaker A: I think another tip would be tracking your wins because that puts you in the right mindset. It's not complicated. It's just removing the fog from where you are now to where you want to be.
[00:21:22] Speaker E: I want to go back a little bit to not only podcasting, but I want to go to YouTube. You managed to grow your YouTube quite significantly. What do you think was the biggest factor in that?
[00:21:33] Speaker A: If I look and you can go into YouTube and you can see all the analytics, if I look at what type of content brought the most subscribers, it's short form content. Short form is what all social is now competing on. So I'm now trying to create better short form because I know that that's playing into the algorithm on YouTube.
[00:21:47] Speaker E: How short is short form?
[00:21:48] Speaker A: Under 60 seconds.
[00:21:49] Speaker E: TikTok type of stuff.
[00:21:50] Speaker A: TikTok type, yeah. Find a way to create content that fits into that, because that will get the most organic reach in your mind.
[00:21:56] Speaker E: Do you need to have a podcast on YouTube and a podcast, an audio podcast on other sites?
[00:22:02] Speaker A: Yes. I think that you need to have videos. I think video needs to be a component. I think it's useful for two reasons, more than two, but it creates trust with an audience that audio alone will have trouble doing. It will create trust at a probably a lower rate than just video. If I'm watching somebody, I know who they are, I see their mannerism, see all that stuff, and then also it can create a lot of derivative content that plays into other platforms algorithms. Right. So with just audio, that's not getting any traction on TikTok. But if I have video content, I can repurpose that. So it reduces the amount of effort required to go everywhere.
[00:22:36] Speaker E: Right. And we are talking about podcasting, we're not talking about radio because everybody has their radios on all the time, so they hear the audio content on radio. What would you say Kenya about that.
[00:22:45] Speaker F: Yeah, I would say. I mean, that's the way we've been able to scale our podcast network so quickly was like, via the radio stations. Right. But my question for you is, what's the benefit of having a YouTube podcast versus what I feel like everybody was kind of doing before already?
[00:22:59] Speaker A: So I don't care that much about a YouTube podcast. I care about my podcast going on YouTube. That specific feature, they're not giving it enough love. If I felt like that dramatically increased reach, then I'd find a way to use that better. Or I understand it more right now. I think it's an afterthought. Cause I think they're competing with Apple and Spotify, and they know that people are uploading video already. So I think that if YouTube started to focus on that, maybe, and I saw like a 5% increase in organic reach, maybe I pay more attention to it. But, I mean, my playlist was video podcasts, and then it just turned into a YouTube podcast that's air quotes for YouTube podcasts. But it's the same thing. So that is not a major growth differentiator for you.
[00:23:40] Speaker D: Scott Cleary, he's the founder and CEO of the social club, host of the success story podcast. Scott, where can our audience find you?
[00:23:48] Speaker A: So you can find
[email protected]? my main podcast is called Successful Story, and you can get that wherever you get your podcasts or all the social is pretty simple. It's at.
[00:23:58] Speaker D: Scott declarey well, that's great passage to.
[00:24:01] Speaker E: Profit with Richard and Elizabeth Gerhardt, our media maven, Kenya Gibson.
[00:24:04] Speaker D: Now it's time for IP in the news. And Elizabeth, what is on the IP in the news table today?
[00:24:12] Speaker E: Scarlett Johansson, what would you do if somebody took your voice and did an ad with it? Well, somebody did that to her using artificial intelligence, using artificial intelligence. And they said it wasn't her voice, it was just someone that sounded like her.
[00:24:25] Speaker D: And it was like the biggest AI company in the country that was doing this.
[00:24:29] Speaker E: And this is a fear I have heard from so many creators, that people are going to use AI to steal their voice and put it on things that they don't stand for or don't.
[00:24:39] Speaker D: Stand behind or even just make money on it. Yeah. Scarlett Johansson, her voice apparently was, it wasn't used directly, but it was an AI enhanced version that was close to how she sounded. And she was on this program called sky. It was a feature of chat. GPT and OpenAI tried to get her to agree to let her use her voice or to let them use an AI version of her voice. She wouldn't agree. They did it anyway. She sent them a cease and desist letter, and they stopped. And even the president of OpenAI asked her and approached her directly in order for her to do this. And I guess that they really felt that this would be so impactful and important that if she agreed to it, it would set a precedent, and she didn't agree to it. And I really appreciate that as a creator, but I wanted to get our guests impressions of this. So, Stacy, what do you think about the situation and how do you align on this issue?
[00:25:35] Speaker C: I believe that there is a time and place for AI. I believe that it can be helpful to streamline our work process, but it is not to replace humans and to be us.
[00:25:48] Speaker D: Simona, what do you think?
[00:25:49] Speaker B: Taking someone's voice and putting words that are not actually theirs into their content and, like, what they're creating, I think is absolutely nuts. And it really makes me think, too, just overall, how much stuff can be put out there that we are not actually approving or saying that that's fact for us, especially in podcasting, there's this, like, responsibility to make sure that the information that you're bringing forth is actually ethical and, like, honest and makes sense. Right, Scott?
[00:26:18] Speaker A: Maybe you can't use somebody's voice, but there should be, like, a licensing process or something like that. Like, I mean, you work in trademark, so, I mean, you're gonna deal with this all the time now. Also, I really believe that there'll be a lot of tools that are built with AI that will help you decide or figure out what is AI and what isn't.
[00:26:34] Speaker D: Passage to profit with Richard and Elizabeth Gerhart. Our special guest, Scott Cleary. And we'll be back. And stay tuned for secrets of the entrepreneurial mind.
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[00:28:42] Speaker D: Passage to profit continues with Richard and Elizabeth Gearhart. Time for power move with Kenya Gibson.
[00:28:49] Speaker F: Kenya power move today is Congresswoman Jasmine Crockett, who is doubling down on her viral jab against Representative Marjorie Taylor Greene. So they had a bit of an exchange on the Congress floor a couple days ago, and as a result of that, there were a few clapbacks which came out of that conversation in exchange that she's now has trademarked.
[00:29:12] Speaker E: Right.
[00:29:12] Speaker F: So she's creating a whole line around the Crockett clapback collection. And they weren't very congresswoman like on the floor that day just to put that out there. But, yeah, who am I?
[00:29:23] Speaker E: Well, I don't think I've acted like that since I was two years old.
[00:29:26] Speaker D: See, even important legislators take advantage of the trademark system. So I guess that's the lesson for today.
[00:29:33] Speaker F: It is the lesson and the power move.
[00:29:34] Speaker E: Do you think the trademark office would allow that?
[00:29:36] Speaker D: Absolutely. There was a Supreme Court case involving a ban called the slants, which was supposed to be a negative reflection on Asian Americans. And the trademark office denied their trademark because it was supposedly scandalous subject matter. But the Supreme Court said no freedom of speech. You can trademark that.
[00:29:58] Speaker E: If I wanted to learn more about trademarks, where could I go?
[00:30:01] Speaker D: Glad you asked. You can go to learn more about trademarks.com, and you can download a free white paper, entrepreneur's quick guide to trademarks. And you could also book a consultation with me, Richard Gerhart so woo woo.
[00:30:16] Speaker F: This would be an interesting trademark for you to file.
[00:30:18] Speaker D: No, keep me out of that one.
It's not worth the money.
[00:30:23] Speaker E: So, Elizabeth, as you know, I've been working on this website. It was for b two b. It was video directory because video, of course, breeds authenticity. It's so powerful. But it was hard to get people to go on video and do short videos. I'm kind of repurposing it. I'm not going to talk about how I've really been getting into the podcasting space. I still have my cat podcast with Danielle Woolley, the Jersey podcast. We're having a lot of fun with that, kind of playing around with it, doing different thumbnails, finding that the AI programs that help you with images are really fun to play with for thumbnails, for these kind of things. But probably the biggest thing I'm doing right now, we're remodeling our podcast studio. But Stacey Sherman, who is here, and I are doing a meetup together for podcasters and youtubers, and we've had four meetings and it's just going crazy.
[00:31:07] Speaker D: It's just an amazing response.
[00:31:10] Speaker E: It's hybrid between Zoom and in person. And we filled the room last night. Plus we had a ton of people on Zoom. I don't even know how many for sure. So anyway, enough about me. Simona Constantini was amazing last night on our panel. She's the founder of Volt Productions, host of Happiness happens podcast, and another podcast to tell people how to do podcasts. She knows so much. I can hardly wait for her to share with our audience all of her knowledge. So welcome, Simona. Tell us about what you do with Volt Productions.
[00:31:39] Speaker B: Volt Productions is a full service, top tier podcast production agency, and we help entrepreneurs, typically in the health, wellness, mindfulness spaces, start, launch, grow, monetize, and market their podcasts. Not typically in that order, but sometimes. And so, yes, that's what we do day in and day out. We get to work with some really cool creators and some really fun stories and ideas, and we bring those to life. So that's on, like the production side of it. And on the happiness happens side of it, that's a whole lifestyle brand as well. And interview, as I was saying earlier, thought leaders in terms of happiness and understanding what that means to them.
[00:32:14] Speaker D: So can people be happy?
[00:32:15] Speaker B: Yeah, I think so. We all have a different definition of happiness. We all have a different vision and understanding of what happiness is and what it means. And what I've learned in doing the podcast since 2018 is that happiness is so different to each and every person. But at the core of happiness, I ask my guests each episode, what does happiness mean to you? That's how I open the show. That's how I open the podcast. And that's actually something that I would recommend to a lot of creators, find that anchoring question instead of, you know, tell me about yourself, for example. It can be something that hooks them in. So you get a little bit deeper right off the bat. And I love having something like that, that it helps you get really deep into conversation first, and then you'll go through your story and then you'll start talking about different pieces. But I believe that people can be happy. And I also think that happiness can also be defined as inner peace. That's how I define happiness. When you're at peace with yourself, you are generally happier in life. Because even though the hard moments happen and there's good and bad in every single day, when you can come from that place of inner peace and not let things outside of you rock you and shake you, you can still stand in that neutrality. And that's a really powerful place to be in. When you're an entrepreneur. It's a lifestyle, it's a way of living. And there's always going to be this idea and this thought of imbalance. But what I know for my own self personally, I'm not really looking for balance in my life. I'm looking for living out purpose and living out my mission and my passion and what I want to do every single day. And so, yeah, sometimes that balance gets a little bit skewed and my days get a little bit taken aback here and there. But at the end of the day, we get to choose how we want to live our lives. Right? When you're, especially when you're an entrepreneur, we get to choose where our time goes. We get to choose our responses to things that happen and situations that happened. And I really think that it takes some time to get to that place because I have things that trigger me every single day. And I'm like, I can't believe that just happened. I'm like, oh my God, like, I can't believe it. But then when you can bring yourself back down to that place of neutrality and not let those external things come and shake your whole day, and like, I get upset about things and sometimes it sticks and it lingers for a whole day and then I'm like, okay, but what is this? How is this serving me? And this is making me more frustrated. And so I try to remind myself and bring myself back down to that grounded place. And I just try and stay there and operate out of there more often. But it's really hard to do. Like, it's taken me years to learn how to even do that. And I don't think I've mastered it, but I definitely think I'm better than I used to be. But I operate in anxiety often. I run a business that's very busy and takes a lot of different time and energy and attention in different places with a lot of moving parts. You know, anxiety will happen, I think, at the end of the day, how much emotion do you want to give into all of the things that we're doing every day? I guess.
[00:34:55] Speaker D: Yeah, Kenya.
[00:34:56] Speaker F: So, I guess, how can you take some of those emotions, right, and then channel that into your creative process? Like, what advice would you give for that?
[00:35:04] Speaker B: I love that. So, typically, what I do is when I have a really high emotion and I'm experiencing something as I go with anxiety or something that's frustrating me, maybe more on the negative side. I love to walk. So I actually purchased a walking pad and I put it underneath my desk. And anytime I feel overwhelmed, every time I feel anxious, anytime I feel like I have too many ideas swirling in my mind, I start walking on my walking pad and I just type. I just did this the other day, and I wrote two emails to my email list, and I worked through so many mental blocks that I was experiencing just like that. So I find that for my own self movement, while I can do something to get the thought out of my mind, for me, it's getting the thought out of my mind and putting it down onto paper. Once I can do that, I'm taking it out of my energetic awareness, if you will. It stays there otherwise. And you can just get caught up in this time and time and time again. And then you're bringing it to, like, fruition into your life every single day. You know, you talk about, like, intention and attention of what we're doing on a daily basis. What. What is the purpose of doing everything we do? What is the purpose of having your podcast and your business and all the stuff that we get to do as entrepreneurs every day? There's that plus language. What is the language that we're using to talk about the things that we get to do every single day? So it's these, like, little tiny reframes that happen over time that I feel like are really powerful.
[00:36:16] Speaker D: So, what attracted you to the topic.
[00:36:18] Speaker B: Of happiness from being deeply unhappy?
You know, I woke up one summer in 2018, and I was talking with my now ex husband, and we were going back and forth about something, and I was just so miserable. And it's hard. It's a hard place to be in, because when you look at me from the outside and it's like, oh, she's kind of got her things together. Like, good for her. But I was so unhappy, and I was so miserable, and I was a gossipy person, and I was mean, and I just brought people down to try and bring myself up. And we were having a conversation, and he had said to me, like, okay, so what are you gonna do about it? Well, that's a really good question. I was like, what am I gonna do? So then I started understanding where those emotions were coming from. Why were they in my awareness? Why was this something that's happening in my life? What is that trigger, that mirror trying to teach me about myself? And then I went to therapy, and then I started to understand that we all have these different emotions. And then it brought me to happiness. Happiness, like, the name happiness happens, just kind of dropped into my subconscious. I woke up one day, and I was like, happiness happens. The first thing that I get my podcasting clients to do is, what is the purpose and the mission of your show? What is your show about? Who's it for? And then why should they care that? Why should they care? Piece is really important, because that's something that's going to anchor you back into everything you do when it gets really hard. Because everyone defines happiness so differently, and everyone experiences it so differently day to day. And one thing that I've tried to do to really get into those moments and really savor it is just that sit in it and try and find, like, the extra bit of joy that's in that it helps bring you back into your overall mission and thing that you're experiencing.
[00:37:52] Speaker E: Can things make you happy? Because some things make me happy.
[00:37:55] Speaker B: I think that both pieces, internal and external, absolutely have a place in our life. What's the point in doing anything in life if you can't enjoy the things as well? Take the trip. If you want to buy the thing that makes you happy, go to dinner with a friend. Like, what are we living for if we're not living to experience life in and of itself? I think that we create happiness from inside. And then also we have outward things that make us happy as well. Getting on a plane for me this last couple days, getting to be here with you all and staying at my cousin's house and seeing my family like that fills my cup up. In so many ways, that is an external thing. It requires money to get onto a plane to get here. So they do coincide together, right?
[00:38:35] Speaker D: I'm so glad to hear you talking like this, that happiness and satisfaction are good things and that we should include them in our life. I grew up with parents who grew up during the great depression. My father fought in world war two and everything for them was just getting through the next day and surviving and doing your duty and happiness or good times were just never part of the equation. And so it seems to me that our world is changing now where people are valuing happiness and good feelings and positive energy, and they're talking about it. And I just think that that's such a great direction for us to be taking.
[00:39:17] Speaker E: Simona Constantini, how do people find you?
[00:39:20] Speaker B: On my website, it's Voltproductions co. Or on instagram, emonawith two underscores, Kostentini. All of my links can be found through there as well. And happiness happens on any podcast platform as it relates to podcasting on any podcast platform.
[00:39:34] Speaker E: Passage to profit with Richard and Elizabeth Gearhart and Kenya Gibson. Our special guest, Scott Clary. And now we have the amazing Stacy Sherman with doing Cx. Right. Stacy flies all over the country giving presentations on this. She also helped me start the meetup pod experience. We do it together. We're co hosts. And I just can hardly wait to hear her welcome. Stacy.
[00:39:57] Speaker C: Thank you so much.
[00:39:58] Speaker E: Tell us about doing customer service. Right.
[00:40:01] Speaker C: I have been in corporate, major brands, for over 25 years. And last year, corporate left me. What that means is that I got that dreaded call, wasn't expecting it, and there was a board meeting and a decision to cut from the top. Got the phone call unexpectedly, and they said, sorry, you're done. And I was grieving. I was grieving my team. I was grieving the loss of my identity in corporate. That's all I've ever known as being in a corporate box, in an.org chart. And I was grieving, and then I was getting really sad. Opposite of happiness happens in that. I didn't understand grieving. Like, what do you mean? I'm grieving. Nobody died. So I've learned that grieving is not just from death. Grieving is any loss. Then fast forward a little time. Took some pause. Luckily, both my kids were just about ending college. One was done, one was about to. And so I saw it as a sign that, huh, the timing of this is really interesting, by the way. What I didn't say and important to the story is that I started a blog in around 2016, 2017, actually writing about what I was doing in corporate, and that is how to differentiate a company and create loyalty as your brand differentiator. People buy based on how they feel, not just based on price. And that is a good example why I buy Starbucks. It is not because I like to pay triple the price.
Anyway, so I started with a blog. I didn't know if anyone would ever read it, and they did. And then I got all this feedback, and so I'm doing my corporate thing and writing my blog on the side. And then I said, well, what else could I do to share the knowledge? Because I'm tired as a customer of bad experiences. I'm also tired as an employee of bad experiences. And one fuels the other. You can't have a good customer experience without a good employee experience. Who's fueling that customer excellence. And so then I said, well, you know what? I'm going to go be a guest on 50 shows. That was my mission, to go share this free content way. So much free content. That's all I was doing as a hobby, is free content. On those shows. I got to experience what a great guest experience looks like and what a bad one looks like. And so once I learned that from 50 shows, then I said, okay, I've always been the guest. Now I'm going to be the host of the party. And then I started my own show. And it is really funny to listen to show one versus now at 132. So I learned a lot. Now, let me tell you, for those who are listening, best advice, take the microphone out of the box. What do I mean? Six months it took me to start my show and be the host of doing CX, right? Because I had fear. I had fear the technology.
I didn't have fear speaking. I'd done that so much under a corporate brand. But I had feared the technology. I had fear of doing it so perfectly. And so I tell you a couple things. That is, take the microphone out of the box. Also, start before you know why. Start the blog, start the podcast. Start sharing your passion before you know why. Because now that I'm out of corporate, I have a brand before I even understood what I was building. And so now I have the business of speaking as a keynote on doing customer experience, right? And going and advising companies so that they can really measure whether it's satisfaction, whether it's happiness, and even the leaders who are responsible for the employees to be able to pay it forward to the customers and how to do that, right?
[00:44:06] Speaker E: So, Stacey, why did you decide at this point not to look for another corporate job and just to jump into entrepreneurship?
[00:44:14] Speaker C: Oh, such a good question. Well, truth be told, every single day my hand goes to the computer where my resume sits, and I am about to hit the button and go back again. I've taken no breaks for over 25 years, and every day to this moment, I go to hit that button and submit my resume. And then I pull my hand back because I am betting on myself, which is not comfortable. I'm learning what that means. I've always bet on my kids, and now I'm getting the chance to bet on myself and learn what entrepreneurship is about. And so I'm just starting year two, and I'm getting comfortable with the uncomfortable.
[00:45:02] Speaker D: Yeah, I think when you're in a corporate environment, it's the organization that is facing the world and you're facing what's going on internally. But when you're an entrepreneur, you're facing the world. It's like being a ship in a storm. Sometimes the wave comes from one direction, then the other direction. You don't have a big ship there blocking the waves for you. You've got to take those on yourself. But the advantages is you're quicker and you can learn to ride the waves.
[00:45:29] Speaker C: I'm learning what that means. I've been in the corporate box. The hardest part actually is process and scalability of what I do. And so now I invested in a platform that's actually for speakers. And it actually centralizes everything from my CRM, my email campaigns, my social media, my quickbooks, my booking links. Everything's centralized. So now it's operationalizing what I do.
[00:46:02] Speaker F: I want to go back to the customer, customer experience stuff. Cause that's what you do, right? That's what you teach people. What are some of the findings that you've kind of picked up on, like, throughout your experience with those 50 shows that you were on? And if you had to pick like two of those examples, how would you maybe coach somebody to the other side of that?
[00:46:21] Speaker C: What I see is that people do not intentionally map out the customer journey. Now, customer has different meaning. In the podcast space, a customer is the audience and listeners. The customer can be your sponsor and that experience, your customer can be a partner. In business, your customer are the buyers, and your customers are also your vendors and your internal people delivering the experience. So designing an experience, let me explain. Think about you buying the coffee you're drinking. Well, somebody had to literally design how you going to learn about their product? How are you going to buy e commerce, retail salesperson, learn, buy, get, use, pay. And then customer service is the help. And I have to say out loud that customer service and customer experience are not the same thing. One, customer service is a piece of the whole journey. And so a pet peeve of mine that I educate people is they are not the same thing. So you cannot say customer service is interchangeable with customer experience because customer experience is the whole journey and customer service is where you are proactively getting help because there's a problem.
And that does impact the whole journey.
[00:47:48] Speaker A: Scott Clary, I have a question for you. You just mentioned how the customer for a podcast is a listener from a CX lens. Have you thought about how to craft the perfect customer experience for a podcast listener?
[00:48:01] Speaker C: How do we do that one feedback. Ask them, how do you like to consume content? What's the content that matters to you? So as a podcaster, I have designed, literally from walking in my customer audience shoes, walking in my guest. I have an interview base. So literally, before you even get on the show, the experience of how you will experience.
Do I send you questions? Do I follow up with you before the day? Do I send you what you need before you show up? Do I make you comfortable even on the recording? And so feedback is a gift. And all you have to do in business and in content is ask and then use it and close the loop.
[00:48:50] Speaker A: Yeah, I love that because I think that a lot of people, creators, they're shouting their content, but they don't realize that the audience may not want to receive it the way that they're broadcasting it out to the universe. And from a CX lens, you realize that the audience is a customer and the product is a podcast. And I think you probably realize that more than most people when they start.
[00:49:09] Speaker C: Absolutely. And one of the things that any company can do, I was in a department of new product development and we had a customer experience team that would ask people for feedback before launch.
Before you go to market, does this meet your needs? Why or why not? And come back and work with the product teams and actually in an agile style, fix it before it goes out the door. But what happens is with a lot of companies, whether you're new or existing, because you're always putting out new products, you launch it, go to market, hope it sticks. Yes, you need to get feedback post launch. Same thing with a podcast, get feedback before you launch, because then you waste so much money and time and resources if you don't get that upfront information.
[00:50:00] Speaker D: Sometimes people just don't want to know.
[00:50:04] Speaker C: Oh, you hit the nail on the head. Absolutely. And that's something I go to companies and say that the knowledge is power. You want to know the feedback. You cannot design an experience internally. It's gotta be designing it with your customer in mind, not just from the employee or staff.
[00:50:23] Speaker F: Yeah. And I would just add to that and say that I find a lot of podcasters don't know their audience. Right. Like, if I ask them, who's your audience? Like, how old are they? What do they like? Like, behaviorally. Like, they can't articulate that. So my podcast, like, I know for sure I'm talking to women 18 to 44 who are multicultural moms. Right. And it's very niche. But to your point, it creates an experience, because when you know exactly who you're talking to, then you know how to talk to them.
[00:50:49] Speaker E: Scott had brought up a couple of places where you can go to really get good information on who your podcast audience is.
[00:50:56] Speaker A: You can obviously look at your analytics tools. You can put out a survey, use a type form to actually get information from your podcast audience. But Raphonic is a good tool because it shows every single podcast, not just yours. It'll. I mean, like, if you want to look at yours, you have all your social platforms. You can see what age, what demo, what city, what country, all that stuff. But Raphonic also shows other podcasts, other demographics. What shows are similar to other shows. You can start to see other people's analytics as well.
[00:51:25] Speaker E: And that's spelled R e p h.
[00:51:27] Speaker A: O N I C I. Actually, in my newsletter, I'll ask if the content resonates with the audience. And I'll say, like, how was this podcast? Because it's an easy medium to communicate. I mean, you could also put up surveys on Twitter and LinkedIn. But newsletter was easy, so I would do that.
[00:51:44] Speaker E: Final word, Stacy. And then we want to know where to find you.
[00:51:47] Speaker C: I would say, keep doing customer experience, right, if you're a business owner, because that is a competitive advantage. And if you don't understand what that means, how to do it, how to design the experience, call me. Reach out to me doing cx right.com.
[00:52:07] Speaker E: Passage to profit the road to entrepreneurship with Richard and Elizabeth Gearhart, and of course, Kenya Gibson, our media maven. And we will be right back after these messages.
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[00:53:16] Speaker D: Alternative vendors it's passage Alicia Morrissey is our programming director at passage to profit, and she's also a fantastic jazz vocalist. You can scroll to the bottom of the passageprophetshow.com website and check out her album.
[00:53:33] Speaker E: And now it is time for secrets of the entrepreneurial mind. Scott, we're starting with you. What is a secret you want to tell our audience?
[00:53:42] Speaker A: So we've gone through so many good ideas and tips and strategies today. I think the one thing that's really worked for me is a spin on the classic go find a mentor or surround yourself with people. So it's a spin on that because everyone here can agree. You want to find mentors, you want to have smart people. You don't want to be the smartest person in the room. Your network is the sum of the five people or whatever you surround yourself with. On the flip side of that, I think more people need to be a mentor and more people need to teach because it reinforces what you know and it also highlights gaps in your knowledge. I've learned more from teaching and understanding my own limits of what I know and what I don't know. When I mentor an entrepreneur and we go through what I thought I knew and there's always some gaps there that I can now brush up on. So I think that teaching is more enlightening than being taught to.
[00:54:31] Speaker E: Simona Constantini, what is your secret?
[00:54:33] Speaker B: So I'm going to caveat this by just saying I am a people pleaser, that I'm trying to not be as deeply of a people pleaser. The biggest thing that I've done as an entrepreneur, as a person, is really take stock and start to rewrite the stories that people say about me to indicate who and how I am. I live my life very much outside of the box in a very different way than most people do. And a lot of people don't understand. But that is how you live a happy life, is by doing the things that light you up every single day. So rewire those stories.
[00:55:06] Speaker E: Stacy Sherman, what is your secret?
[00:55:08] Speaker C: My secret is figure out your passion and go do it. Start putting it out in the world, whether it's a blog, whether it's a podcast, get your voice out there. And sometimes people say, but I don't know my passion. And my answer is, what do people come to you for? What are people asking you for advice? And then go deep into that, and if it fits and it resonates, then start doing it and sharing it more.
[00:55:34] Speaker E: Excellent. KEnya Gibson, what is your secret?
[00:55:37] Speaker F: Consistency. Very simple, right? Just keep doing the same thing over and over and over again, especially in potting. Right? Like, I feel like sometimes like you don't see enough of that. It's very sporadic. But anything when it comes to content creation or anything entrepreneurial, you need to just be consistent.
[00:55:54] Speaker E: That's the marketing trope, right?
Richard Gearhart.
[00:55:58] Speaker D: I'm just gonna piggyback off something that Scott said earlier, which was paying attention to the numbers. So if you're running a business, you got to know how much money is coming in, how much is going out, what you can afford to reinvest in the business, and what you take out for yourself. And you need to keep good records for that, and you need to pay attention to it. A lot of people run businesses, and they run it based on their bank account. How much money do I have coming in the bank account? How many checks am I writing? But there's more to it than just that. If you're going to grow your business, you need to be able to reinvest, and that reinvestment is either going to be in time or money. So if you're going to make investments in money, are you going to spend more for marketing or more for an assistant? You need to make those decisions consciously, and that's the best way to grow your business.
[00:56:47] Speaker E: So mine is, I love to learn new things. That's my secret. Constantly bringing in information from all sorts of different places to learn new things, putting them together really helps me with my project. So sometimes, every once in a while, it's like, ooh, bright, new, shiny object. But I try to make the new things I learned fit in with what I'm already doing.
[00:57:08] Speaker D: That's great. Passage to profit is a nationally syndicated radio show appearing in 31 markets across the United States. Thank you to the P two P team, our producer Noah Fleischmann and our program coordinators Alicia Morrissey and risicat Busari. Look for our podcast tomorrow, anywhere you get your podcasts. 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. Gerhardt 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 next week. It.
