What Expert Authority World™ is saying about the show:
- Entrepreneur Must Listenby HWoodwriter from United States
If you’re an entrepreneur this is a must listen show. So many inside tips and thought processes behind moving your business forward. Mario does a great job with the guests by asking the right questions at the right time. He and his guests give the information you need to grow your business and leadership skills.
- What a show!!by CWLuecke from United States
Man, do I love interviews with world-changers! Mario does an excellent job gathering the cream of the crop for his show and giving insightful interviews. Check it out!
- Loved it!by Seodrigo from United States
This interview was very enjoyable. Mario brought on a wise guest by the name of Michael Lauria. I loved the interview and Michael's perspective on the topic. He had wonderful insights and around min 31, he hit something very profound. Excited to share what I learned today with others. Way to go!
- Great listenby trinity3712 from United States
Good listen. Great range of guests and topics. Something here is you keep listening will help you in many areas of life and leadership b
- Great Knowledge!by Jon Vroman FRD from United States
Great show Mario! So much valuable information in one episode!
- Excellent show, very imformative!by Shaolin Soprano from United States
Mario loving the podcast bro, great content, immense value. Enjoying these interviews!!!
- Helpful Information!by The Medicare Nation from United States
Love the valuable information on these episodes! Lots of tips & tricks for every Entrepreneur to use. Kudos Mario! Diane Daniels Host of Medicare Nation
- Love Mario’s Attitudeby marisaimon from United States
Mario’s heart shines through his interviews, making these fun and positive, and the people he brings on offer such a wealth of knowledge.
- Lots of Great Info!by DarlajPowell from United States
Mario provides lots of great info and advice in this 7 day a week show.
- Great Content!by LanceJohnson_ from United States
Mario does a great job of share valuable information that every entrepreneur could use and apply to their journey. Great work! 🙂
- Important information!by Allmenow from United States
Very engaging information. Mario draws out experiences and knowledge from his guests. Loved the show!
- Difference-Makerby Unlimited Beliefs from United States
Mario is a master at bringing out, shining a light on, and internalizing the difference-making mindset. His knowledge and experience and mission enable him to synthesize information into diamonds for all of us! What you want is accessible by taking in this show!
- Excellent Informationby Stallion golf from United States
Great advice and information with a wonderful blend of topics! Loved the episode with the british healthcare professional and the ideas shared on how to make the industry better.
- Motivating and valuable informationby Calvin Javier from United States
Great insight on mindset from business leaders and entrepreneurs making things happen. Definitely worth your attention. Will be listening and learning more!
- Good informationby FIRE NATION! from United States
Engaging interview with a british health pro, I was surprised to hear the similarties and the application she has for making healthcare better
- Greatnessby MiaSportFanatic from United States
Have had the chance to listen to one show so far but man, we should be paying for this information. Lots of greatness. Thanks for the heart to serve.
- Listen to the experts - and thrive!by The Marketing Book Podcast from United States
There's a lot of advice out there these days but, sadly, a lot (and I mean a LOT) of is from people with little to no expertise. That's not the case with this gem of a show. Listen to what the experts say and profit from the experience!
- Show is amazing!by JohnnySwim32 from United States
I love learning about mindset and how to master my thoughts. This show provide the tools!
- Great show!by Jefferson_79 from United States
Great information for all businesses.
- Good value!by Audrey purplele from United States
Great information that applies to any business! I really felt he provided value for my time.
- Interesting Topicby Eric Oler from United States
Interesting topic. Great interviews. Keep up the hard work!
- Helpful Advice from Expertsby ichuck2 from United States
Mario talks to experts in a wide range of subject matters and asks good questions to pull out helpful advice.
- What a great show!by Christopher List from United States
Mario really brings out the best in his guests. The police dog trainer had such a great story. Can’t wait to hear more!
- Great!!!by tommye w-c from United States
Great podcast, awesome guests, incredible host!!!
- Fun & informativeby Saoirse Sky from United States
Some people want something fun, others want something informative. This podcast gives you both!
- Great show!by CJThomas6 from United States
Very inspirational show! Appreciate the advice and thoughts shared by the host and his guests!
- Great podcastby Rosie81200 from United States
Great podcast! Love hearing about the guests’ journeys and what they learned from them.
- Never Stop Learning!by Terri in Fairhope from United States
Tune in to this great podcast and host! You're probably really good at what you do (top of your game...an Expert Authority), but there is always more to learn...streamline processes and gain more freedom in your life. It's not always about the bottom line. This one is worth a listen!
- Amazing!by KatieBrooksIV from United States
If you're looking for inspiration, tune in to listen to Mario and his top notch guests. I find that I am always much more motivated after listening to an episode of Expert Authority Effect!
- Wonderful show!by @IV-Heather Tieben from United States
Mario is a great host & puts on a wonderful show. The quality of his interview guests and entire production is impeccable, I couldn't recommend Expert Authority Effect more!
- You Will Not Be Disappointed!by Composer 1853 from United States
Mario does such a great job of engaging his guests from several different disciplines.
- The hardest working man in Podcastingby EOFire.com from United States
Mario brings the HEAT with real energy and FIRE...don't miss the meteoric rise of this show! ~ John Lee Dumas
- Great interviews and guests!by Mel Good Karma from United States
Thanks for hosting such great interview guests. Look forward to hearing more and kudos on so many a week and also videos!
- Fantasticby Jason A. Duprat from United States
Awesome podcast, going to be adding this one to my list. Interesting topics with great interviews, good sound quality.
- Enjoying!by Slordan from United Kingdom
Enjoy listening to Mario and how he opens up the conversations to ensure it’s as relevant to us as listeners!
- Nice variety and interesting topicsby emjgreen from United States
Love the variety of topics presented here on this show. Looking forward to listening to more of Mario's show.
- Super Marioby jamesnewcomb.io from United States
Mario is the real deal and BRINGS IT to his own podcast and everywhere he interacts in the world. If honesty and vulnerability bother you, please move on to the next podcast.
- Great Content! Great Interviews!by No BS Mompreneur from United States
Wow! Really enjoy listening to all these fabulous expert authorities!! Lots of valuable take aways that I can implement into my life. I will continue to listen and share with others!! A+++
- A great addition to build authority and create an impactby Cloris Kylie from United States
A great addition to build authority and create an impact. Also, a different twist on the topic. Engaging. 5 stars!
- Filled with motivation and ideasby Thomas O'Grady, PhD from United States
Mario does a great job interviewing and pulling the stories behind people's stories or success. Good pleasant listen. If you are in a journey of your own, these episodes will give some things to bring into your on life.
- spartancvby spartancv from United States
Great job following your passion, your purpose and creating this podcast to help serve others! Keep up the excellent work.
- This podcast is the bombby Posturedoc from United States
Mario always crushed it, and this podcast is another example of his amazing insights and knowledge!! Great work.
- Wow - love the video show.by Thehighenergygirl from United States
Thank you for the encouragement and tips on how to succeed on video and the repurposing idea.
- Motivating and Inspiring!by KatyJoyWells from United States
Mario brings such enthusiasm to his shows and his content is fantastic. I’m always learning new things to implement or new ways to grow, thanks Mario!
- What a great show!by Gene_HPLN from United States
Awesome podcast! Mario brings great topic, great guests, and it is very easy to listen to. I definitely recommend for anybody interested in business success!
- It's greatby Ian Ryan from United States
Just had a chance to check out your most recent episode appreciate the great insight! Great delivery from the host & can’t wait to dig into future content.
- Love it!by Brendan @ Entrepreneurs&Coffee from United States
I love that this interview podcast doesn't feature the same old folks that everybody has on their show. Keep it up, Mario!
- Amazing!!!!by Lindsey Russo from United States
This show is so impactful! Hearing from the experts and how they take authority in their space is so amazing. Looking forward to more episodes!
- Learned what I didin't even know I neededby Camilla-Jean from United States
Great info. I love the Q episode because I get just quic interst snippets that may get me thinking about where my business might go.
- Fabulous Interviews!by Life&RelationshipCoach from United States
Mario does a fantastic job interviewing really interesting and successful business people who explain how they got to where they are - tips you won't want to miss when your trying to grow your business! Keep up the great work Mario! Coach Riana Milne
- A+ Showby Gisele_Oliveira from United States
I love this show. It's so entertaining and I learn a lot from the interviews. I highly recommend this show if you want to level up his game as an authority.
- Inspiration, transformation, success stories!by Chabo101 from United States
The title of this review should just be enough but it is just more than that. Its life lessons, its listening to personal struggles and how they over came those struggles. Love to hear from people that change the world through their struggle and the lessons that i learn from them are just more than amazing. I love this.
- Great interviews!by AlyciaDarby.com PodcastManager from United States
These interviews are well done and his guests are prepared to give really specific insights and stratagies... great podcast, Mario!!
- Inspiring story of courageby StrongHeart<3 from United States
I love that she found gratitude in her circumstances. lorie is an inspiration
- Powerful!by The Food Heals Podcast from United States
Mario's interviews cover a variety of topics and provide great value in all areas of your life! Episode 15 discusses how change is temporary and transformation is permanent which was really powerful for me. I love this message! Thank you!
- Great content!by Blakeob85 from United States
Great answers to common questions many entrepreneurs have! Thanks Mario for sharing your and your guests' insight!
- Real Actionable Tactics!by MattBMaverick from United States
What I like about Mario's podcast is that he pulls out actionable tactics from his guests that we, the listeners, can actually use. Great show!
- Great Listen!by Real Estate Investor from United States
Mario and his guests provide useful techniques to succeed in any business venture. The interview style promotes learning through real life examples of his guests. Great listen!
- Great interviews!by Matt B 1818 from United States
Love hearing these interviews and learning from people who are top in their industry. Mario is a great host and is not afraid to share his emotion!
- Love itby Duffash from United States
I love hearing interviews of successful business women and taking away what I can learn from their journey. Mario is a great host! I have enjoyed what I have learned so far. Congrats on the launch of your new podcast!
- Strong, professional, enthusiastic!by pm legs from Canada
If you're looking for an interviewer who's going to take you to investigative places to help you be your best you, through your professional life, you'll love listening to Mario!
Listen To The Episode
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3 Expert Authority Insights™ To Apply Now
- Make sure you create your own hill. And when you do that, it’s like a blue ocean, where you’re the only one there.
- Position yourself to have a unique proposition to the marketplace solving a major problem that only you can solve as well as it can be solved.
- If you cannot explain your success as a process, you don’t know what you’re doing
- A great marketer is always anticipating the next pain point of their client
• Business Book Checklist: Save five-plus hours for every prospect to generate more leads and find out all the reasons why every business needs a book, including your reasons. Download the Business Book Checklist at BusinessBookChecklist.com!
What You’ll Learn In This Episode
**Click the time stamp to jump directly to that point in the episode.**
[1:31] We thank our sponsor, Business Book Checklist
[2:16] Zemira’s inspiration
- He saw businesses were in pain
- He saw businesses had issues
- Businesses didn’t have enough customers
- All the rules of marketing changed and kept changing
[4:36] Who are Zemira’s customers
- Any kind of business
- All kinds of local business
- Businesses that want to be considered as experts in their field
- Businesses that want to have a national brand
[6:58] “There was a great divide between the people that were successful by accident, by serendipity. And the people that knew how to replicate that success over and over, almost at will.”
[12:31] Zemira’s transformation story
- Helping a dentist that was in business for 11 years
- Reviews for the dentist doubled in six months
- The dentist is number one in his area
- The dentist got 60 to 70 new leads in a month
[16:11] Exponential Marketing
- It is about the math of what our message is
- They build the reputation and then market the reputation
- Collaborative consumption economy
[21:43] Video marketing strategy
- Video is the kingpin in marketing
- People spend more time on video
[23:50] Google 3-Pack
- Google has recognized that you’re playing by their rules, they’ll move you up in the rankings
[29:00] Time out to thank sponsor, Business Book Checklist
[29:15] Imperfect Action Round
- The fastest path to the cash is getting people to talk about you and share it with the world
- The biggest problem prospects are making is not understanding the domino effect
- One of the biggest errors is random acts of marketing
- The best way to maximize customer lifetime value is to keep your customer for a lifetime
[40:13] Thanks to our sponsor, Business Book Checklist
[40:25] – www.EAInterviews.com
EA Interviews Episode 85. Inspiration, transformation, success stories, and the Imperfect Action Round seven days a week. Join Mario Fachini for today’s Expert Authority Effect Interview.
Mario Fachini [0:13]
Have you ever wanted to grow your business? Have you ever wanted to get actual results? I’m not just talking about some shiny object, tinker thing or plugin, WordPress, whatever have you. I’m talking actual results for your business. I know you have that’s why you’re listening to this. And I’m excited to bring up the Zemira Jones. Now, there’s a lot of people that talk about business. There’s a lot of people that may have a business or do a business however you do a business. But let me tell you about Zemira, he didn’t just grow up with businesses and helping anyone under the sun. What if I could bring to you – and a strong what if because it’s going to happen – what if I could bring to you the man who Started ESPN’s first radio station, Radio Disney, ABC. I’m sure you’ve heard of some of these companies before. And this is who his background is. This is who he’s worked with. These are the type of companies he’s grown. And the exciting thing is he’s now going to be sharing those strategies with you and how you can grow your business like he does with his business now and helps you get actual results that are tangible. I’m excited to bring him up right after we thank our sponsor.
SPONSOR Business Book Checklist [1:31]
Why every business needs a book including yours? Would you like to save five plus hours with every prospect, generate more leads, and profit in your business now? Visit BusinessBookChecklist.com and learn how you can implement this in your business today.
Mario Fachini [1:46]
Ladies and gentlemen, Mr. Zemira Jones. Zemira, how are you doing today?
Zemira Jones [1:50]
Mario, this is so great to be with you, finally. This is excellent.
Mario Fachini [1:56]
I can’t –
Zemira Jones [1:57]
How are you?
Mario Fachini [1:58]
I’m feeling great. I can’t wait to let you loose end in front of Expert Authority World and just share with them. Because I know what you’re doing, you know, you’ve been telling me for years. But why don’t we just get right into it. And how did you make the transition? What inspired you to start your company?
Zemira Jones [2:16]
Because I saw businesses in pain. I’ve been a media guy. If someone in the audience knows me, they know me most likely as a media guy on television. And most importantly, a radio guy. I had been in the radio business. right out of college. I walked across the stage on a Friday to get my diploma in college. Right after Labor Day weekend, and that Tuesday, I started in radio and had been in it ever since. And so all those years I saw businesses that would advertise on my radio stations in pain. They had issues. They didn’t have enough customers, clients, or patients or whatever. And we were fortunate to grow our careers to some of the top echelons of the industry. And then I found that, you know, big companies, they were appreciative of what we did but there were no big thank yous. They just wrote a check. They just assumed you have a new product for them. And things changed. What happened was the internet came and it had a real impact on radio. And I saw that most businesses, including radio, were like deer in the headlights. They didn’t know what to do. All the rules of marketing and getting new customers changed. And it kept changing. And it kept changing faster and faster. So even if you didn’t master one or two little rules, they changed the game on you in a few days. So I saw a business opportunity. When you see pain and problems, that’s an opportunity. So I started Exponential Marketing. It was a division of All American Management Group by a management company. And it just took off. Because no matter where I looked, I saw a business that didn’t know how to play the game today. And we took those concepts that we were using with ABC, Disney, ESPN, other Fortune 100 companies, where we were really dominating. And as well, what if I could make it accessible to small businesses? And that’s how we got started.
Mario Fachini [4:30]
That is phenomenal. So who would you say you helped and how do you help them?
Zemira Jones [4:36]
Well, we can help any kind of business and all kinds of local businesses. We specialize in local businesses. But we have all kinds of businesses come to us. But we really focus on businesses that are in the medical field, healthcare professionals, contractors who service the retail marketplace, lawyers, wellness centers. So we were very heavy in the healthcare industry, medical field, lawyers, speakers even. We have several experts who have gone to the top of their game and now they’re looking for new Blue Ocean Strategy. And they want to be considered that expert in their field when they start speaking and they really want to have a national brand. And we help them with that as well.
Mario Fachini [5:27]
That is phenomenal. Tell me more about the Blue Ocean Strategy. I’m familiar with it. But I know there’s probably at least one person who might be going, what do you mean by that? So why don’t we elaborate on that for them
Zemira Jones [5:39]
Well, it was a great book called The Blue Ocean Strategy. And I highly recommend that book. It’s foundational to what we do and how we think. And so there are two oceans in the book. It talks about in two oceans n reality. There’s the red ocean, and that’s where there’s a lot of blood in the water. There’s a lot of competition. There’s a zero sum game. You have to reduce someone else’s share of the market for you to grow. And you’re all trying to crawl up that same hill to be at the top of the hill. In short, what the Blue Ocean Strategy teaches is a different concept. And that concept is, make sure you create your own hill. And when you do that, it’s like a blue ocean, where you’re the only one there. It’s as large as the ocean. And it’s really how you position yourself to have a unique proposition to the marketplace solving a major problem that only you can solve as well as it can be solved.
Mario Fachini [6:40]
I love that. I mean, the whole strategy and everything. But you elaborated on it very succinctly. And that’s one of the best descriptions I’ve heard of it.
Zemira Jones [6:51]
Mario Fachini [6:52]
I wouldn’t even have said it that good. I would have been like one’s better and ones worse. You want the blue one. I mean, honestly.
Zemira Jones [6:58]
Well, what we try to do and what I’ve been doing for years is making complex concepts easy to understand. D. Edwards Deming, who some may not know, but he really changed the world’s economy. After World War II, we had basically decimated an entire country called Japan. I mean, completely decimated it. It needed to be rebuilt. So what the United States did at that time was decided, we’re going to send one of our top business consultants to the country to teach them how to modernize and join the democratic concept of capitalism. And we need to teach them how to do this at a rapid pace. Well, by the early 70s, just about everything was built in Japan was because of Edwards Deming that caused that to happen. And one of the principles he taught was focused on what we do. And he had ten principles, he followed them. And one of the things he said was that, if you cannot explain your success as a process, you don’t know what you’re doing. And that is so true. There’s so many people out there, even businesses, people that try to do what you do, Mario. They’re doing it but they can’t really explain how to make it successful like you do. How to make their podcasts or their video cast look as good as yours. I started in the radio and TV business. Matter of fact, I worked with Oprah Winfrey when you had to use your last name where our careers started off together in Baltimore, Maryland. So I worked with – I could name drop forever. I’ve worked with just about everybody. And one of the things that I learned, there was a great divide between the people that were successful by accident, by serendipity. And the people that knew how to replicate that success over and over, almost at will. And I was fortunate to be around some really good people and develop my skills. So by the time I joined ABC, I had quickly become their turnaround manager. So I was a president and general manager with ABC. But not just one of them, they gave me all their worst properties. I never got a property that was profitable or was growing. They always gave me the worst properties. And one time the president of the company said, “Okay. I want you to take over this one. You’ve already, you know, turn around some others. And I was upset. I was like, “How come you don’t give the top ones that the other managers get?” And he said, “You changed my mindset about me because I know you can turn it around.” And I didn’t look at it like that. I thought it was like he was saying something like, “Well, you’re not good enough.” He was saying the exact opposite.
Mario Fachini [10:21]
You’re the best.
Zemira Jones [10:22]
And that station turned out to be one of the most successful stations in the country. And that turn around after turn around after turn around. Those are some same skills I try to give to my clients that I’ve learned along the way. And Michael Eisner said, “You know what? Because you did what you’ve done for the company, I’m going to give you a nice toy. ESPN.” And ESPN have been already successful. We were number one TV and number one online, and ESPN The Magazine. This was during the heyday of ESPN. But we didn’t have a 24/7 radio network. And most people thought that, “Well, ESPN, you can’t do sports nationally in audio. That doesn’t work.” And because no one believed in it, that was my calling card. And we turned it into – what? – over almost 400 stations in just a few years. But there are many more of those types of successes that really got me into wanting to pour into a business owner right now who’s watching your show. And is underwhelmed with their EBITDA, is underwhelmed with their revenue. And they’re blaming the competition, their employees, or this or that. And quite frankly, there’s some easy solutions that are easy to do. They’re just too much easier not to do them.
Mario Fachini [11:56]
That’s a very good way of saying it. Absolutely. Why do you work when you don’t have to? Well, because it’s beneficial. And it’s actually kind of fun when you enjoy it and you know what you’re doing. So let me ask you about your clients, who’s the biggest success story you’ve had? So you’ve turned around all these big companies. Who’s the biggest success story from one of your clients that you’ve been able to turn around? That’s not in the Fortune list because you imagined three, four, or five of those –
Zemira Jones [12:29]
Let me give you a typical one. Because this is what we specialize in.
Mario Fachini [12:31]
Zemira Jones [12:31]
I have a dentist who have been in business for about 11 years. And it was a good dentist. And he had a decent reputation in the market. And he says – I could never get him to call me, Zemira. I mean he was always “Mr. Jones. Mr. Jones.” So he says, “Mr. Jones, I’m not high enough on Google. And I just want to get higher up because all the other dentists in the area where I’m operating there, they’re not high enough. Can you get me higher? I want to show up on my phone.” That was all he asked for. What he was really saying is I want more people to consider me versus the competition. And if you’ve ever driven down the street, you know how competitive the dental industry is. There’s a dentist on every corner. So he had a problem. We put our strategy together. The first thing was, it took him 11 years – and if you your audience doesn’t get anything other than this out of this session, this is the goal. And it won’t be revolutionary but it’s focusing your thinking. He took 11 years to get 126 reviews online. And he was in the pack. In six months, we had doubled it. He had 200 – over 260 five star reviews. We made him look like a rock star because he deserved it. And we made him number one in the city for dentists. So if you put his city and dentist, he was number one. Now he’s crushing it. Now he’s getting calls every day, new customers every day, from our marketing campaigns. So this average dentist is getting 60 to 70 new leads a month. Now if you just talked to any new dentists – that’s just coming from one of our campaigns. That’s not counting anything that he’s doing on his own. That’s just coming from us. Because what we do so that someone can say, “Well, I’m not sure it’s working,” we create a special separate phone number on all of our ads and all of our marketing. So the only way that customer came to them was from that number. So we know exactly who called, when they called, how long they talked to them. And we know that we have completely transformed their business. And this is something that we do over and over and over on just about any local business that is advertising dependent.
Mario Fachini [15:18]
That is a great story. Because I’m thinking of some of my clients when we’re helping them with reputation management and they just – you know, they already are the rock stars. They just don’t know the tactics and the strategies on how to do it. But the reality is, that’s what needs to be showcased. Because have you ever seen where there’s a company that’s not as good? This is a real – I despise this, like, truthfully. Have you ever seen a company that’s not as good. You know they’re not. The owner is a moron. But you look up online, you look at the website, you look at everything that you basically can create on a thin air and they look awesome. Have you ever seen that?
Zemira Jones [16:03]
Mario Fachini [16:03]
Now, how does it make you feel when you know you have clients and they’re not appearing that way?
Zemira Jones [16:11]
I see it every day. I see it all the time. I just have a new plumber who is a master plumber. He’s very good. And he’s struggling. He’s suffering. He didn’t really know what to do. And the issue is, if you’re not one of the big boys in the industry, you’re going to get washed out. The reason why we called our business Exponential Marketing is really about the math of what our message is. Let me say it this way, everyone who’s listening, I want to ask you a question. If I came to you and I was going to give you a choice. I can give you $3 million right now just for being part of Mario’s audience. Or I can give you a penny. This is called the penny gives it story. If you haven’t heard it, it makes you think about it. But that penny is a magic penny. That penny doubles in value every day up to 31 days. So if I said it will double every day or I’ll give you $3 million today, which one would you take? Most people say $3 million. Because in five days, they only got a few dollars. You know, they’ve got – what? five bucks or something. In 20 days, they’ve got $5,000. And looking at 5,000 versus the option of 3 million. But in 31 days, that doubling, that exponential growth, $10,700,747. That’s what happens when you line up everything and doubling your efforts. So what we do is take one thing at a time. That’s what we did with that dentist. We built the reputation. And then we marketed the reputation. Which is the exact opposite of what just about every business who’s sitting here with us in this meeting, Mario, does. What do they do? Get their shingle, they open their doors, they tell their friends, they open a website. They’re, “Oh, I got ta do social media.” They started doing social media. “Oh, I got to start posting and all of that.” They start doing all that stuff. They’ve in business for a year or two and then one of their customers throws them under the bus online. Then another one does. Or they don’t have any reviews at all. And their competition is killing them because they’ve got, you know, 100 reviews and this company only has 12. So what was the problem? The problem was they didn’t understand the whole reason why they became a plumber, or a dentist, or speaker, or whatever business they’re in, is because of their reputation. They work for a company, they built a good reputation. And somebody said, “You know, you could do this yourself.” They told themselves that. And then they said, “Yeah. I could do this.” So they go into business because their reputation told them they could do it. And then they forgot the lesson they started them off. What you want to do is market your reputation. It’s the most powerful single thing you can do. It’s even more important now because they changed the game on us. We’re in a brand new economy now. Everything’s changed. It’s called the collaborative consumption economy. Hey, look. Mario and I we’re talking about this. There’s a reason why Jeff Bezos is the richest man in the world. It’s because he understood the economy he’s in. And his whole business plan was based on reputation. Every product had one, two, three, four, or five stars. And he started off that way. Airbnb, reputation. Uber, reputation. All these new businesses that grow faster than historical documentation, they all understood the collaborative consumption economy and how to market in it. And that’s kind of how we start them. And then we take them to the next level.
Mario Fachini [20:49]
And the exponential growth too. Because, you know, people are talking about him now and Amazon’s been around for a minute or two. But if you trace back to the origins of it, it wasn’t overnight to get where he was. He was also aiming on that day 31, day 32, day 33 of your analogy. Where most people, they want the quick hit now. Or maybe in business, in the first one, two, three, four, or five years. You aim 5, 10, 20, 30 down the road. Life is long. You know, life ain’t a TrackMe. It’s a marathon. What are you planning for? It better be more than next week, next month, or next quarter, next year. That is so cool. I’m glad you shared that. And obviously I know it’s working for your clients. So let me ask you about video. How has video helped your business?
Zemira Jones [21:43]
Well, video is a cornerstone of what we do. We use video with our clients because that game that we talked about has changed, they have new roles. And video is the is the kingpin. Online, we have a hierarchy. We have three types of content. You can write it in text, you can take a picture of it, or you can take moving pictures called video. Those are the three buckets we can operate it on the internet. And Google and their compadres, they have a priority because they figured it out. They know and they operate totally under self-interest. They know that people spend more time with video because we’re lazy. And we don’t want to read. We’ll watch a picture little longer. And so they noticed the behavior and said, “Hey. I can take the same review that 99.9% of all reviews are text.” So one of the things we do is we just take that text review and we just make it a video. We just make it an image. And because we are operating higher on the digital food chain of information, we just win. So, when you do all those kinds of things, you get what you and I call Google love. Google will say, “Oh, these guys are playing by our rules. Let’s give them some love. We’ll just keep the other guys to the curb.” And if you’re not giving Google love, you’re one of those guys that are worrying about making it to the end of the month.
Mario Fachini [23:33]
You touched on it earlier and I want to circle back to it. Because again, I know what you’re talking about. But elaborate for Expert Authority World when you referenced the pack.
Zemira Jones [23:46]
Are you talking about the 3-Pack?
Mario Fachini [23:47]
Yes, for Google.
Zemira Jones [23:50]
In order to get into the 3-Pack you have to – that’s really the home of Google love. Once Google has recognized that you’re playing by their rules, they’ll move you up in the rankings. They’ll move you from page seven, or three or two, and put you on page one. And then from page one, if you’re really in love with Google’s rules, you get kissed with the 3-Pack. You know, when you go there just below the ads and you have these up to three businesses that Google selects to showcase, that’s what that is. This is why you want that Google love.
Mario Fachini [24:30]
I appreciate you elaborating on that for Expert Authority World. My friend Tim jokes about, he goes, “Where’s the best place to hide a body? The second page of Google.” Because people don’t realize – specificity is key. And a lot of people say, “I want to be on Google.” Well, where? You can be on Google. Pretty much everyone is unless you’re doing something horribly wrong. But it’s not just page two or three or even page one. And when you said the pack, I wanted to make sure everyone knew how important it was because you can still be on page one of Google. But if you’re at the tenth spot, ninth or eighth, it’s not as good as the one two or three spot.
Zemira Jones [25:13]
Yes. And we have. We have unique strategies to get clients in the 3-Pack and on page one. And we have something else that has become even more powerful for a lot of businesses. Unfortunately, the only ones are the main ones that take advantage of it now are the big companies, the Fortune 1000s. It’s historically expensive. You really have to know what you’re doing. You have to have all the resources. And most small businesses don’t know how to do it, don’t know to do it. If they do know those first two, they can’t afford to do it. And it’s become the 800 pound gorilla. So over 60% of all the revenue that Google amasses comes from search. But there is something that has passed the search category. A couple of years ago, 2016, there was a sonic boom on the internet in the advertising world. Now, I’m a radio and television guy who migrated to the digital space. And one of the things that happened was search was king. And paid search was the king of all kings. So if you really wanted to make sure that you are in a competitive situation, you had to pay your way in. I mean that’s their business model, right? So Pay-per-click was the key. Pay-per-click has been supplanted by display. Display now is the hundred pound gorilla on the internet for the big advertisers. Well, you know that. You can’t go online without seeing display ads. Now, if you put me on the Sodium Pentothal, we used to talk about display ads and run them down in 2008, 2009, and 2010. So that’s not going to last. People banner ads. Oh yeah, they will get tired of that. Well this year, they’re projected to do 46 billion in revenue outdoing television. So they’re bigger than broadcast TV today. All of TV. And because they’re effective. So one of the things we did, unlike a lot of the other agencies out there that would go to Google and buy ads for their client’s retail, we just got our own DSP, our own demand-side platform. So we’re going to those exchanges wholesale. And it’s great because we have connected with the networks that are all over the world.
Mario Fachini [27:50]
That is fantastic. It’s so powerful that you’re doing that and even know how to do that. And, you know, that speaks to your background. Because a lot of people – I give them credit because they’re trying. And we all started at one point. But it gets frustrating when it’s, like, you try one thing, it doesn’t work. You try another thing, it doesn’t work. You try another thing, it doesn’t work. And it’s always attached to some investment of money. And then at some point, it’s like, do you keep going or not? I would say, always keep going no matter what. But some people don’t. And that’s why most businesses fails. But you’re giving them the actual strategies to do this. And not just helping them but giving them the strategies, doing it for them, and helping them because that’s like a hook line and sinker. So I can’t wait to get to the second half of the show after we thank the sponsor. But I got to throw in there a little bit. I just love how you threw in the, “If you gave me some truth serum, Sodium Pentothal,” that’s awesome. I caught that. But you’re honest all the time. And I’ve noticed that about you since we met so thank you for being you. We’re going to thank our sponsor. And we’re going to come back for the Imperfect Action Round.
SPONSOR Business Book Checklist [29:00]
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Mario Fachini [29:15]
Here is again ladies and gentlemen, Mr. Zemira Jones. We’re back for the Imperfect Action Round. Zemira, are you ready to take imperfect action?
Zemira Jones [29:24]
Mario Fachini [29:26]
First question, rapid response, 60 seconds or less, what is the fastest path to the cash in your experience?
Zemira Jones [29:34]
The fastest path to the cash is getting people to give you a review, talk about your reputation, what you did for them, and then share it with the world. It is more powerful than any single advertising medium known to man. Then you use all the other forms of media to tell their story. Let them tell your story. You don’t tell you a story. You let your customers, clients, and patients tell your story. It’s much more believable. And your conversion rate will go through the moon.
Mario Fachini [30:09]
I love that. Number two, what is the biggest problem you see your prospects making? And how can they fix it?
Zemira Jones [30:17]
Not understanding the domino effect. The domino effect – we’ve all played dominoes, right? You line the dominoes up. And that’s where the fun is. But it’s all math. Once you hit that first domino and hits the second and the third, haven’t you noticed when that last domino hits, it slaps the table with reckless abandon, boom. Because all that energy of all the other dominoes were lined up. That’s how you think as a successful business owner. Everything leads into something else. You plan it that way. So if you build it that way, you have tremendous success and you grow exponentially. What I see people do is, “Let me try a little of this over here and a little of this over there.” And what our friend, Pam, would always say – and I stole it from her and used it – random acts of marketing. That’s that is one of the biggest errors that I see. There’s no strategic strategy where you line up all the elements and everything is related to everything else. It’s just, “Let me try this one. It didn’t work. Let me try that. That didn’t work.” That is a destination to nowhere.
Mario Fachini [31:34]
I love that. It’s making me think of some of the things I’ve done. When you’re launching a book or a show or whatever, you know, do you have a launch sequence or you’re just, “Whoa.” Whatever is going on and on launch day you let everyone know? No, don’t do that. Just for anyone listening, don’t do that. But I love that. Number three, what is the best way to maximize customer lifetime value?
Zemira Jones [32:03]
The best way to maximize customer lifetime value is to keep your customer for a lifetime. And the only way you do that is by flying ahead of the plane. That’s what I call it. That means anticipating your client’s pains. They’re going to tell you your first pain – their first pain, what they think their issues are. You want to keep them, fly ahead of the plane for them. A great pilot does not pay attention to where they are. They’re paying attention to 100 miles ahead of them. And so a great marketer, a great business consultant, they’re always anticipating the next pain point of their client. You do that and you make sure that they recognize that that pain is on the way and you have the solution, they don’t leave you.
Mario Fachini [32:54]
I love that. I love that. What is the best book you could recommend?
Zemira Jones [33:02]
Well, I think I started off with this – so many of them. I mean, if you panned my office here, so this is like a library I turned into an office. But I want to stick with where I started. There’s so many. Blue Ocean Strategy. I got to tell you, start there. Because that’s going to give you a foundation of what’s possible, where you’re unique, and give you examples of how other companies and products have used a strategy. Some of which I’m sure you’ve consumed and you just didn’t know why you fell in love with it. Then you’ll know.
Mario Fachini [33:42]
That’s a great recommendation. That’s a great book. Expert Authority World, how would you like a bonus? Because I talked as a minute before the show and he has a bonus for you. So Zemira, why don’t you tell Expert Authority World about the generous gift you’re going to give them.
Zemira Jones [34:02]
If you want Google love, one of the things you want to do is you want to play by Google’s rules. Because all the other search engines play by Google’s rules as well. So then you’ll be playing by the entire internet rules just by paying attention to Google. And one of the most important things is operating with Google self-interest. Google wants more people to spend more time on the internet. And what they found was the single most powerful element that makes people spend more time with them is video. And more businesses are suffering from video anemia. They don’t have enough video. And they think because they put that one little video out there on YouTube, that is going to do something magical. What they need is more video and they need a certain spectrum of videos. And one of ones they don’t typically have is a high converting video that’s solely designed to get someone to say, “Oh, tell me more. Oh, I think I need this. Oh, I think I need to talk to them.” And because it’s such an epidemic, I’m going to give away an $800 to $1,000 production of a very specialized video that we’ve spent thousands of hours and hundreds of thousands to test. It’s a very specific formula that will give you higher conversions. And if you click on the URL that I gave Mario, we will produce that. We can’t do it for everyone so you want to definitely get on the list. If you see that we are booked up, then put on the waiting list because we will bring it back because we know it’s Mario. So this will give you the kind of specialized video that you can put on your website. Over half of the businesses that are part of this video today, Mario, don’t have video on their homepage. That is a sin to Google. As soon as they see that, they kick you to the back of the line and you don’t even know why. Just because you didn’t have one on your homepage. You can put it on your homepage, you don’t have to reorganize. We’ll just give you a widget and it will just pop up and tell your story. It’s the story that is the magic. And then it will direct them – you tell us where you want us to direct your traffic and it will do the magic for you. So I’m going to make that available to anyone that’s part of the Mario clan. And I’d be glad to do it. And this is a free offer just for your viewers.
Mario Fachini [36:55]
Well, I appreciate that, Zemira. That’s very generous. Outside of that, I know people are going to want to connect with you. What’s the best way they can do that?
Zemira Jones [37:04]
They can just send me an email. You can use an easy one. it’s ZemiraJones@gmail. If you have any questions at all, if you want to know about the upcoming webinar that I’m about to launch that will show you how you can go and get new reviews and five star reviews from all those customers. And I’ll wrap up with this, I just talked to a business owner and I asked him, “How many customers do you see in a year?” He said, “I have about 250 new clients in a year.” And I asked another one, he said 1,200 in a year. And each of them went online and looked at how many reviews they had, each of them had less than six reviews total.
Mario Fachini [37:53]
I was going to say less than 50. But wow.
Zemira Jones [37:55]
I said, “What would happen?” They may have had some other reviews elsewhere but they only had six on Google. One had five and one had six. I said, “What percentage of those 250 were happy with you?” And he said, “Well, about 90% of them.” I said, “Imagine if even 20% of those people that were happy with you, I could see. I could see them talking about you. You wouldn’t have lost that last contract that you bid for, would you?” He says, “No. I wouldn’t lose anything based on what I was doing.” That’s what we’re offering. That’s the magic of the new collaborative consumption economy.
Mario Fachini [38:38]
That is powerful. Zemira, thank you so much for sharing with us. It has been amazing. I’m glad you were able to go into detail. Not just say, “Hey, you should be doing this.” Because everyone here is, “Oh, I need to be on Google. I need a website. I need video. I need a book.” I need whatever, pick something. I hear it. But you explained it in a way that people I know are taking to heart. And that’s the key. Once you realize the importance, you just shift and create a habit of it. And now, the next ten years, you can build in taking reviews as part of your daily process. Instead of, “Well, I don’t have time for that.” You don’t not have time for it. What else could you be doing that’s more powerful. So thank you for going into detail on how to do that.
Zemira Jones [39:24]
And yes, and one thing about that. You raised an excellent point. It’s so hard and so much time. but in my webinar, I’m going to teach someone, everyone that’s there, how to get all those reviews with no effort just by mastering one phrase. And I’ll teach them what that phrase is that will have people sending them reviews with no effort at all after you say the magic words.
Mario Fachini [39:51]
I love that. I love that. So thank you again for sharing. And I’ll make sure those links are in the show notes page on EAInterviews.com. Zemira, it’s been a pleasure. Thank you again.
Zemira Jones [40:00]
It’s been a business doing pleasure with you.
Mario Fachini [40:03]
I love it. All right. Expert Authority World, we have another great show here. I’ll see you on the next one. And God bless.
SPONSOR Business Book Checklist [40:13]
Why every business needs a book including yours? Would you like to save five plus hours with every prospect, generate more leads, and profit in your business now? Visit BusinessBookChecklist.com and learn how you can implement this in your business today.
Hey, thanks for listening to today’s episode. I hope you got a lot out of it. I know I sure did. If you haven’t done so already, I invite you to subscribe to the show. And also be sure to check out EAInterviews.com for complete show notes, the full interview video experience, links to the resources we mentioned, and more. Have a blessed day and I’ll see you tomorrow.
Learn More About Zemira
Zemira Jones is an exponential growth marketing expert. He helps business owners avoid performance disruption by managing, building and marketing their reputation to double, triple, and IOX results. Zemira helps CEOs, executives, and business owners solve their biggest pains, dysfunctions, and key challenges in turning their marketing strategy into a well-oiled machine that contributes dramatically to the bottom line.
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