What Expert Authority World™ is saying about the show:

  • Entrepreneur Must Listen
    by 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 listen
    by 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 Attitude
    by 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-Maker
    by 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 Information
    by 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 information
    by 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 information
    by 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

  • Greatness
    by 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 Topic
    by Eric Oler from United States

    Interesting topic. Great interviews. Keep up the hard work!

  • Helpful Advice from Experts
    by 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 & informative
    by 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 podcast
    by 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 Podcasting
    by 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!

  • Fantastic
    by 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 topics
    by 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 Mario
    by 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 impact
    by 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 ideas
    by 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.

  • spartancv
    by 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 bomb
    by 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 great
    by 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 needed
    by 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+ Show
    by 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 courage
    by 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 it
    by 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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Resources Mentioned

Business Book Checklist

Expert Authority Checklist

Books Mentioned

People Mentioned

Sponsors

• 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.**

[0:54] We thank our sponsor, Business Book Checklist

[1:41] Stephen’s inspiration

  • Stephen was into tech programming robots and working on CAD systems
  • Stephen liked inventing stuff
  • Stephen created The Pack Support
  • Stephen’s ability to create
  • Stephen wanted something that was his own creation

[5:19] “If I’m going to live my life, I’m going to try and live my life and do things that I want to do. Not just things that are driven by money.”

[6:42] Scate Ignite

  • Simulated Computer Assisted Teaching Environment
  • Converting CAD into animated courses
  • Designers and engineers could interactively learn how to use CAD system

[8:13] Stephen’s pivot

  • Stephen had to use his technology in another direction and market
  • They used the technology in Hollywood movies

[9:56] Screen Tweet

  • Frequency marketing
  • The ability to be able to create and send content out at the appropriate frequency
  • Figure out what the blend is
  • Now known as Instagram

[14:28] Stephen’s insight to get big in business

  • It’s about your contacts
  • You got to get up and you got to go places
  • Just because people are in another city, it doesn’t mean you can’t sell to them

[15:44] Why Disney was not in the top ten on iTunes

  • They weren’t placing content
  • They don’t fulfill the needs of the algorithm
  • They’re not leveraging social media the way that they should
  • They were not creating a digital footprint

[18:06] Video marketing strategy

  • Video is a lot more engaging
  • When you’re doing digital marketing, you have to have a blend of assets
  • It’s about the proper digital strategy to be able to get the content into the platform at the right frequency

[19:05] What you need

  • Content
  • Influence
  • Digital footprint

[23:05] Why you have to put content everywhere

  • SEO has changed so much over the years 
  • Don’t focus on SEO so much as what you used to do
  • The audience that you’re trying to communicate with these days is very fragmented

[24:16] Frequency

  • Individual platform differ
  • The type of content that you’re sending out differs based on the frequency
  • Be extremely creative with the amount of content
  • You’re allowed permission to be able to send lots of content as long as you keep entertaining people

[25:49] Expert Authority Roller Coaster

  • Stephen’s favorite movie
  • Total Recall

[29:55] Time out to thank sponsor, Business Book Checklist

[30:27] Imperfect Action Round.

  • The fastest path to the cash is to do what you are best at
  • The biggest problem prospects are making is people don’t understand how to build this digital platform in today’s world
  • The best way to maximize customer lifetime value is take care of your customers

[37:47] Sometimes it’s your deficiencies in life that make you the best that you can be

[39:09] Thanks to our sponsor, Business Book Checklist 

[39:23] www.EAInterviews.com

3 Expert Authority Insights™ To Apply Now

  • Our purpose is to create and build. Not to destroy.
  • Advertising digitally does not create a digital footprint.
  • Just as we’re wired to create, we are also wired to share what we create.
  • Go after relationships and friendships and build a portfolio of that instead of just sales.

Episode Transcript

Click Here to Enjoy Reading the Full Episode Transcript

Mario Fachini [1:10]

Stephen Sadler, everyone. How are you doing, Steve? 

Stephen Sadler [1:12]

I’m good. How are you doing, Mario? 

Mario Fachini [1:15]

I am feeling great. I’m excited to have you here. You’ve been such an inspiration since we met in 2012 when we’re both speaking at that same event. And I just want to jump in because you’ve been doing this for so long. And like I was saying on the intro, you’ve got books, you do public speaking, you do all kinds of great stuff. But what got you into building software and inventing things? 

Stephen Sadler [1:36]

Well, it’s obviously a long story. It’s not – 

Mario Fachini [1:40]

We got some time. 

Stephen Sadler [1:41]

Yes. There’s no short answer to it. Actually, I grew up in Ontario. I actually started as a jewel and die maker many, many years ago. So how I transpired from that over to breaking things is a very, very interesting path. But obviously, it went through working in the office automotive industry for a lot of years. I got into tech by programming robots and working on CAD systems. And at the time, I really didn’t have my engineering degree. So I had gone back to school getting engineering. And in the process of doing that, I was always had the – I always liked playing with Lego when I was a kid and always liked inventing stuff. And I thought to myself, “You know what? Instead of just playing around with this, why don’t you actually come up with some ideas?” So very early the inventive path that I was taking, created a small product called The Pack Support. And basically what it was, was just a little seat cushion that attached to a knapsack, and it allowed you to, if you’re in school or university to slide that knapsack over the back of a chair, and you’d have a nice seat cushion and back support to sit on. And that was kind of like the way – I should say – to how my brain started to get wired. Because I do believe that we wire our own brains. We have the ability to do that. And they are definitely done by the past and the activities that we decide to go down. So after that, that was it. After that, even though I had a job and I was making good money, I was still bit by this ability to want to create. 

Mario Fachini [3:20]

Where did it lead to when you gave into it? Because I know that feeling. I also love Legos and I’ve always liked creating things. But some people look at as just toys and you built the whole business around it. 

Stephen Sadler [3:33]

Yeah. I mean, what I was working at Veltri – in the company I was working for, it was called Veltri Metal Products. And we basically did a lot of metal components, the underbody for the Intrepid and the Concorde, one of the Chrysler vehicles at the time. And I did get a creative feel from that kind of engineering work. But it still wasn’t what – it wasn’t mine. It was someone else’s. And I think that we are definitely, you know – I’ll say it, we’re built in God’s image, we’re built with the ability to want to create. And I have a lot of people say to me, it’s like, what is your purpose? It’s the same purpose that everybody’s purpose is. Our purpose is to create and build. It’s not to destroy. It’s exactly what that is. It’s very, very simple. And I think once we all start to achieve that, understand what it is that we are supposed to build and create, that’s when our lives start to line up a lot better than what they are. And this is a crazy world we live in and I see a lot of destruction. I don’t see a lot of creation in a lot of cases. Even though it’s there, I mean, of course. 

Mario Fachini [4:38]

What was the biggest thing you noticed when you started giving into that and you started your first company? I’ll let you expand on that. But what led you to that? 

Stephen Sadler [4:50]

Well, actually, it’s a sad story because I had worked my way up the corporate ladder. And I was director of engineering of a fairly large corporation and making above $200,000 a year. And I quit. And the reason I quit is because I got a really bad phone call one day from one of my sisters and one of my nephews that committed suicide. 

Mario Fachini [5:18]

Sorry to hear that. 

Stephen Sadler [5:19]

He was his 34 years old. He wasn’t a kid. He was right in the crime. And I thought to myself, “You know what? If I’m going to live my life, I’m going to try and live my life and do things that that I want to do. Not just things that are driven by money.” And so I went back. And actually, right at that moment, I actually called the president of company. I said, “Look, I’ve had enough. I’ve worked for you for over ten years. I really love you. I think you’re a great guy. But I need to go do something else. I need to move on.” And that’s why I quit. And my wife backed me all the way. And obviously, I can’t say it’s been a simple ride because anyone that owns a business knows it’s extremely difficult to run a business. And I’ve been doing it for almost 19 years now. But I wouldn’t take any of the hardships that I’ve had, I wouldn’t take them back. I’m just so blessed to have gone through those experiences and be where I am. 

Mario Fachini [6:25]

What brought the inspiration for starting your first product? I know you said your background was with CAD. But why don’t you tell Expert Authority World about the cool – all the stuff you’ve made is cool but the first one you made with the learning system. 

Stephen Sadler [6:42]

Yeah. So the first application was called Ignite or Scate Ignite. And Scate was the name of the corporation and still is today and it stands for Simulated Computer Assisted Teaching Environment. And what we are doing was actually taking CAD information – or I should say CAD subject matter from engineers and converting that into animated courses that a designer and engineer could actually take step by step interactively and learn how to use that CAD system. And [inaudible [00:07:17] was the name of the CAD system, primarily, that we were teaching. We end up training tens of thousands of people all online using that methodology. That turned into an actual piece of software called Scate Ignite, which was a desktop application that I sold to General Motors, Chrysler, Ford, you name it. There’s thousands of those licenses worldwide, which was used for creating all kinds of different eLearning. And in that process, we actually even patented the posting and sharing of knowledge, which was, if you look at it, that’s pre-Facebook, pre-Twitter, pre-Instagram. And we still have that patent to this day. 

Mario Fachini [7:59]

That is such a cool story. What did you do with it after that? What did you do when you saw what social media was coming up? Because I know you said you started 19 years ago, in the early 2000s. 

Stephen Sadler [8:13]

Well, it was interesting because around 2008 hit, one of the first things that get sliced from the budget at most corporations is training. And we are obviously stuck in the training space. So I had to make a decision – really not decision. But people call it a pivot now. But I had to make a pivot on our technology and choose another direction to use what we have built but in a different market. And at that time, I met a fellow that had been in entertainment for a lot of years. And he started looking at some of the application. He said, “I wonder if these can be used in Hollywood.” And I said, “I don’t know. I’ve never been there.” He goes, “You want to go?” I said, “Absolutely.” So off we went to Los Angeles where I met a really, really creative individual that actually changed my life and a lot of different ways. And that’s Frank Zappa’s son, Ahmet Zappa. And at the time he had written a book, Because I’m Your Dad. He had actually done a movie for Disney. And he was actually on the lot at Disney. And so I helped him with a lot of digital marketing. So kind of all the stuff that I had learned in eLearning, just so applies directly to digital marketing. Because it’s all about making content. And it’s all about indexing metadata. And it’s all about sending out messages. It’s the same thing. And that’s when I’m like, “Wow. eLearning really is social media. It’s just no one’s ever joined the dots together before. And that was kind of how we entered into Hollywood. 

Mario Fachini [9:52]

Once you enter into Hollywood, what were you able to do? 

Stephen Sadler [9:56]

Well, the very first thing that we did, we had built a system called Screen Tweet, which was – if I just try to explain it back in 2008, it would have been a lot harder. Now, it’s easy. It’s Instagram. And we had a lot of people using it. I mean, thousands of thousands of people. Matter of fact, it was costing me a lot of money and actually, bandwidth and storage. And that actually became an application that turned it – like, there’s no way of making money on that type of thing back then. So we had to figure, “How are we going to make money at this?” It’s easy to create an application and dump money into servers and bandwidth and stuff like that. But how do you actually monetize it? So basically, we said, “Look, let’s come up with a solution where people can actually pay on a subscription base or whether they’re a client to be able to basically grow their digital footprint and promote their media content and be able to send it out there.” And we came up with an application called Bus Tweet. And so Bus Tweet is the thing that originally I wrote a book about in 2011. When I went to LA, that book actually sits on a lot of the executive’s shelves in their offices, probably even today. And it was all about frequency marketing and the ability to be able to create content and send content out at the appropriate frequency. And I don’t mean about spamming people. All I mean is about making sure that you are ever present and not never present, which a lot of people they’re either one or the other. You know what I mean? You’re either a major spammer or you don’t say enough. And there’s definitely a blend. But trying to figure out what that blend is, not only that it doesn’t get your audience upset but engages your audience but also adheres to all the requirements that you want from indexing content by the search engines. Because you can over index or under index, it’s all the same thing. But it becomes very technical. It’s more than just a marketing thing. It becomes an actual engineering thing, as a matter of fact. And that’s why I gravitated towards it because it was – I’m like, “This is a real challenge.” To me, it’s kind of like how do you solve a Rubik’s Cube? I mean, it started to become like that, like a game. And trying to figure out how all these pieces work together. So that’s how – we ended up going over to Relativity Media first, which was actually just putting out the Limitless movie. And we went in and we helped them market that movie. And it did extremely well. Matter of fact, we are doing the campaign on iTunes for it. And Eric – I think Harry Potter was out at the time and we helped Limitless movie get to number one and move Harry Potter out of the way. And it stayed there for almost a month. After that, Ahmet goes, “Wow. That was interesting. Let’s go over to Disney.” So we went over to Disney. The first movie we did for Disney was Brave. And we helped its rankings and get it up there. After that, we did another almost 50 – not almost – over 50 movies for Disney, basically. You name it. During the period of 2011 through 2018 when their chief marketing officer actually left and they flatlined everything. But prior to that, we’re doing all the movies. Now I’d have to go to every business unit to try and sell them the service. And that’s not a scalable business model for me. So we got something new that we’re working on this that’s rather cool. 

Mario Fachini [13:32]

Well, I appreciate you for sharing that story. Because I remember when we got connected and you were telling me – Limitless is one of my favorite movies. And I remember you were talking about that. And I was just in awe. Because I would say I was at, like the middle point of my business. I had been doing it full time for a couple of years. And everyone wants to get to that next bigger level. And you were just talking about it. Just like you are now, just, “Oh yeah. And we did this and this and that” so casually. And there was a big takeaway. I don’t know if you remember it, it is when we came out of the restaurant after lunch and you were talking and I said, “How did you get into Disney?” Do you remember what you said? 

Stephen Sadler [14:13]

Not exactly. What did I say? 

Mario Fachini [14:15]

We’re talking about the car dealerships and Disney and you were talking about local businesses – 

Stephen Sadler [14:19]

Oh, yeah. I remember. 

Mario Fachini [14:22]

I would love for you to share that with the Expert Authority World. Because that is a huge insight and I’ll never forget it. 

Stephen Sadler [14:28]

Well, it’s basically all about – it’s about your contacts for one thing. If you don’t have the right contacts – but it literally took me the same amount of time to close Disney. That’s what it took me to close the dealership across the street from my office. Matter of fact, Disney got it faster than what the dealership across the street got it. And even though the dealership used it for a long time and they had a lot of success, I can just say you got to get up and you got to go places. Just because people are in another city, it doesn’t mean you can’t sell to them. Matter of fact, you can sell to them. And in many cases, they’re more open to people that are not from their area than they are from the area that’s right beside them. 

Mario Fachini [15:13]

So I love that. And that is a huge Expert Authority insight. I’m going to make sure it’s on the show notes on the website. Because I have never forgotten that and it’s been years. And I want to make sure Expert Authority World knows that. So thank you for sharing that. As far as the marketing you’ve done with Disney and beyond, what were you doing for Disney? What were you doing for these movies? Because I know you were promoting movies. What were you able to do with them that not many people were doing at the time? 

Stephen Sadler [15:44]

Well, at the time Disney – and you’re going to find this hard to believe – but Disney did not have one movie in the top ten on iTunes. And you would think to yourself, how’s that possible? Well, first of all, they weren’t placing content anywhere in social media or digital or whatever, for any of the automated systems to be able to get that content and produce any form of waiting factor. Because ranking systems, as you know, they’re Google, Amazon, whatever. There’s a waiting algorithm associated to them. And if you don’t fulfill the needs of that algorithm, you’re not going to rank. It’s really that simple. And they weren’t. They basically were – Disney was not creating enough content. They were not leveraging social media the way that they should. And they were not creating a digital footprint. They were doing a lot of advertising. But if I could say one thing that’s really important here, advertising digitally does not create a digital footprint. Only posting and putting stuff on websites, and web, and social media create a digital footprint. Why? Because once you place it there, it’s there. It doesn’t leave. By shutting that – if I run a Pay-per-click campaign and I shut it off, guess what? It’s over. No digital footprint. A lot of money spent, no digital footprint. I’m not saying you shouldn’t do it. I’m just saying that if you do it by itself, you’re not building anything. It’s like air. 

Mario Fachini [17:19]

So what you’re saying is think of it like a time capsule. Once it goes out there, it stays there. 

Stephen Sadler [17:25]

Think of it like a platform. You’re building a platform of content. And where you place it is your platform. So obviously, it gets a lot deeper than that. But just start to resonate on that idea as brand – digital brand as a platform. 

Mario Fachini [17:50]

How would you say video plays a role in this? When you’re talking about movies, they’re all video. When you’re talking about content online, live streaming, all of this is based off of video. What kind of role would you say video plays with this? 

Stephen Sadler [18:06]

Video has an extremely high position. But so does text and so does images. They all do. Video, obviously, is a lot more engaging. But that can actually deteriorate depending upon the length of the video. So the longer a video might get, you might get an audience’s would say, “I’m not going to spend that amount of time.” With an image, it’s pretty simple. People have to look at it or they don’t. With text, they either read it or they don’t. So that’s why when you’re doing digital marketing, you have to have a blend of assets. It’s not about one asset over another. It’s about the proper digital strategy to be able to get the content into the platform at the right frequency. 

Mario Fachini [18:55]

What would you say is the biggest transformation you’ve seen from any of your clients, whether it’s Disney or the dealership across the street from your office? 

Stephen Sadler [19:05]

The one that always comes to mind that absolutely blew me away was a movie that we did. We’ve actually done several movies for AwesomenessTV, which was a division of DreamWorks. They had a couple of movies that we did. One was called Expelled, which was kind of like a Ferris Bueller’s Day Off – or Spin Off. But anyways, we did that movie. That movie never went to theater. And I know the budget was less than a million bucks to make this movie. And they did umpteen millions of dollars worth of downloads on iTunes. The ROI was absolutely ridiculous. And the same applied to some of the other movies that they did that we helped them do as well. Now, why? Because they had content, and they had influencing, social media people, and some good content. And that’s what you need, you need content, influence, digital footprint. You have to have all these aspects to be able to do that. And if you don’t – as I said, I can just say this, but it’s a lot more difficult than just say it. I mean, there’s a lot to it. Matter of fact, for me to write a digital strategy for someone, it takes me – depending upon what it is – at least two to three weeks. And that’s just to write it. That’s not even to put messages out there or do anything. That’s just writing the strategy, finding out who your competitors are, what they’re doing on digital, and formulating some type of combative path to be able to compete against them digitally. That’s very difficult to do.

Mario Fachini [20:43]

How long would you say someone should expect? You do the digital strategy, you start implementing it, what is a realistic expectation they should expect to start seeing some results for it, 30 days out, 60 days, 90, six or 12 month game plan? 

Stephen Sadler [21:02]

Your six to 12 months out for sure. I mean, when we were doing movies, it was usually three to six months. And that’s doing a movie that has already had some type of organic advertising going on. So if you’re starting at ground zero and you just put out a video and stuff like that, if you expect things to go viral that quickly, good luck. That’s not how it works. Just like you’re doing with all your podcasts, every single one of them that you create and that you post out there, this your platform. You’re doing it. You’re doing exactly what someone should. That’s how they should do it. Build out your platform. 

Mario Fachini [21:45]

How has speaking helped your business? 

Stephen Sadler [21:47]

I don’t do a lot of it anymore, to be quite honest. But I mean it did – 

Mario Fachini [21:52]

How did it help your business? 

Stephen Sadler [21:54]

Well, it did. I mean, you remember I used to have those kind of lunch and learns at the office that I brought lots of people in, so it’s always good to get out there. A lot of people that are techie, they don’t like to talk in front of people.  They’d rather sit behind a computer and write code. And I have kind of a split personality. Sometimes I’m in that kind of mode. And then other times I want to be social. So I’m lucky in that way. But yeah, I mean, just as we’re wired to create, we are also wired to share what we create. And I enjoy that too. I have no problem with explaining to people how to do things. No problem at all. 

Mario Fachini [22:36]

Yeah. It’s one of the things I always liked about you because we could always talk about the cameras, and the tech, and the behind the scenes stuff just as well as we could get in front of a room and share that information. One of your speeches that really stood out to me, do you remember the SEO one? 

Stephen Sadler [22:51]

Oh, yeah. 

Mario Fachini [22:53]

I love that one. That is fantastic. Because – 

Stephen Sadler [22:56]

Go ahead, sir.

Mario Fachini [22:58]

People don’t think about their business like that, let alone themselves like that. 

Stephen Sadler [23:05]

No. And SEO has changed so much over the years. I actually tell companies, don’t even really focus on it so much as what you used to do. Because it’s kind of like trying to hit a moving target. I mean, as soon as you think you’ve got it dialed in, Google comes up with another animal algorithm like Panda or Penguin or whatever. And you’re not going to be on the first page anymore. So as I said, “You think about your content as a platform. It’s your brand as a platform. And how do you build that out? And how do you strategize?” And it’s not just about your website, it’s about everywhere. The audience that you’re trying to communicate with these days is very fragmented. Your audience is all over the place. They not just into your website. They’re going everywhere. But how do you know where they are? Well, you don’t. So that’s why got to put content everywhere. 

Mario Fachini [24:03]

How about we give Expert Authority World some behind the scenes of the frequency we’re talking about? If you were to say Twitter versus Instagram, YouTube, Facebook, LinkedIn, how would you say they differ from one another? 

Stephen Sadler [24:16]

It’s funny. It’s not just so much that the platform or those individual platform differ, but it’s also the type of content that you’re sending out also differs based on the frequency. Matter of fact, I was talking to Terry Bean about this today. And I said, if you send the same type of content out, like, every day or whatever, then that frequency might not work as well as about once a week. Because people are kind of sick of seeing the same thing. I think the bottom line is to be extremely creative with the amount of content I don’t know if you’re familiar with Chatter.

Mario Fachini [24:54]

I’m familiar enough about it. 

Stephen Sadler [24:56]

Yeah. I mean, companies like that, they understand frequency marketing in a big way. And they understand that there’s a platform. They produce lots of creative videos that they send out at actually fairly aggressive frequencies. But it’s so interesting, you don’t get annoyed by it. So it’s like, if you entertain people – it’s like you’re allowed permission to be able to send lots of content as long as you keep entertaining people. But if you start sending people ads, it’s spam. And people will get sick of it, and they’ll shut you down pretty quick. 

Mario Fachini [25:32]

I like that. I know that YouTube has changed a lot how they’ve changed the SEO and the tagging and the descriptions and stuff like that. And it’s all about that watch time. If you can engage people, Merry Christmas. If you can’t, it doesn’t really matter what you do. 

Stephen Sadler [25:46]

Exactly. 

Mario Fachini [25:49]

Well, it’s time for the Expert Authority Roller Coaster. And you were talking about it. I know we’ve both been through it in our businesses. How are you feeling today? Do you want something controversial like, did the moon landing exist? Or you just want to talk about your favorit

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