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Amy Balliett is the CEO and founder of the creative content agency, Killer Visual Strategies (formerly Killer Infographics). She owned her first company, a candy store and ice cream parlor, at the age of 17 before heading off for college. She subsequently built a successful career in SEO and marketing, and headed up SEO at several companies before launching Killer in 2010. In the years since, she has grown Killer Visual Strategies to become the industry leader in visual communication, driving visual strategy and creative content campaigns for global brands including Microsoft, Boeing, Adobe, Nikon, Starbucks, the National Endowment for the Arts, the United Nations, and more. Welcome to the show, Amy!

What Expert Authority World™ is saying about the show:

  • 0285: Sales Driven Agency: Helping Founders Become Predictable, Sustainable and Scalable
    June 28, 2021 by Mary2577 from Philippines

    Thank you so much and keep on doing more great show.

  • Easily One of My Favorites
    May 7, 2021 by ScottDGray from United States

    I recently discovered Expert Authority Effect. It’s quickly worked it’s way onto my list of must listen podcasts. The episodes are less than an hour and packed with great information from top-level entrepreneurs.

  • Priceless Content!
    May 7, 2021 by megan@podcastingyou from United States

    Mario does such a good job covering a variety of topics. His guests offer awesome advice as well. I would recommend this show to anyone looking to learn more about entrepreneurship!

  • Very helpful
    May 7, 2021 by Luke and Susie from Australia

    As a business owner I love being challenged to see things a different way and be reminded of how to do thing better. This podcast has been so helpful to do that.

  • Great Show
    May 6, 2021 by emj-js from United States

    Mario does an excellent job being fun an entertaining while asking insightful questions to draw out the experise of his guests. Thoughtful, helpful conversations to make work and life better. Thanks!

  • Smart Ways to Gift
    April 26, 2021 by Michelle Kaplan from United States

    I learned some key things during Mario's interview with Chelsea Martin on gifting. What stands out is how impactful direct mail really is and how important a customized presentation of your products not only creates happy customers, but also a great referral source. Thank you!

  • Heart Centered Success
    April 18, 2021 by Macnjacs from United States

    Your interview with Brandon Fong was great. I appreciated the fact you started with the 3 steps, it was so valuable it really made me want to hear more. Thanks!

  • Love this show!
    March 12, 2021 by Gisele_Oliveira from United States

    This is so far my favorite podcast. It’s been my weekly dose of motivation and inspiration. Keep up the great work, Mario !

  • So much value!
    March 7, 2021 by Loose Seeds from United States

    The conversation with James, Sana and John Lee Dumas was awesome. Unique questions were asked by the hosts and JLD responded with gems that I stick right into my pocket. Thanks for this valuable info on how to up my podcasting game guys!

  • Always Enjoy Mario's Interviews!
    March 5, 2021 by HarloB from United States

    I really enjoy Mario and his shows. The Stress and Anger in the Workplace episode was great because it cut to the chase of all the issues around this topic. Great interview!

  • Great Podcast
    March 5, 2021 by 11Dreamer11 from United States

    Really interesting interviews that are really well done! Great listen and great for inspiration.

  • Innovative
    February 22, 2021 by Michelle Kaplan from United States

    I love Mario's energy! It captures my attention throughout his podcasts. Listenng to him and his guests, their ideas, actions, and accomplishments makes me brainstorm what's next for my business. Relevant and fresh!

  • Inspiriation 7 Days A Week!
    February 19, 2021 by ST Rappaport | LifePix from United States

    Mario doesn't miss a day. No matter what is going on, there's an episode relase. Mario is on a mission and nothing is going to stop him. He's a real model to be doing these interviews!

  • An Expert on Experts!
    February 12, 2021 by Powerful Eric from United States

    Love this show! Mario's show is a asset to podcasting. Thanks for helping others Mario!

  • Now I know
    January 22, 2021 by Margo Lovett from United States

    Mario, I see how active and generous you are in Podcast Paradise. Today, I listened to a few of your shows - episodes 1 & 59. Episode 1 brought me into the moment of prayer. You produced a show according to the Spirit. Now I know why you are so generous, able to operate from your seat of genius. Margo Lovett

  • Keeping the Books
    January 15, 2021 by E-World from United States

    Great interview with Judith keeping Net Profits as key thing to look at. Interesting point she made some owners make 30 millions but not enough Net to take a paycheck.

  • Excellent podcast
    January 12, 2021 by Atomickitten99 from United States

    I’m enjoying the guest interviews. They are packed full of great nuggets! Thank you.

  • Unique - Engaging - Bold
    January 2, 2021 by Paul D Johnson from United States

    As host of interveiw based The God Zone Show podcast I fournd Mario's show uniquely valuable in providing inpriation and engouragment for my work.

  • Fun, insightful, and quality production
    December 23, 2020 by koltrass from United States

    Mario brings in top-notch guests for engaging conversations on a variety of topics. Moreover, his attention to technical (e.g. audio, editing) quality is obvious and makes a difference. Listen to be entertained and enlightened!

  • Inspiring interviews to take the next step!
    December 12, 2020 by BillableWithBaby from United States

    Inspiring interviews with interesting entrepreneurs inform and motivate you to take things to the next level. Always good things to learn and implement. Thank you Mario!

  • Pure value, I love it
    December 4, 2020 by Jdoggg222 from United States

    Mario has a way of asking the questions I am wondering as the guest is speaking. He seems to intentionally ask the questions that most benefit you as a listener. Great podcast!

  • Loved the Craig Handley Episode
    November 13, 2020 by MHillfan from United States

    Mario’s energy is infectious and Craig Handley is a character and some. But really every episode brings out the uniqueness of each guest. This pod has become one of my must listens›

  • Inspiring. Informative.
    November 6, 2020 by SunDevil from United States

    Mario is incredibly inspiring and does something few other podcast hosts can manage to do… allow his guests to actuall talk at length and answer his questions. He offers great information and I really appreciate that he is invested in what his guests have to offer as well. Other podcasts come across as an ego stroke for the host, but this podcast is truly here to help guests share their stories as well to the benefit of the listener. Worth subscribing.

  • Game changer
    October 30, 2020 by Player's Handbook from United States

    This podcast is informative and inspiring. I love it!

  • If you are a wanna be entrepreneur look no further!
    October 23, 2020 by Elisa Di Napoli from United Kingdom

    Great podcast full of interesting insights. The host is engaging and thoughtful and I can say I have enjoyed listening to each episode!

  • Amazing Interviews not to miss!!!
    October 16, 2020 by Jbower1282 from United States

    Consistantly uniques interviews or amazing people really making it happen.

  • Mario is a great host with great questions!
    October 16, 2020 by alexdesigns from United States

    Take a few minutes out of your day to listen to Mario. He is a super smart guy and I love the questions he asks his guests.

  • A great podcast for dreamers and do-ers!
    October 16, 2020 by Chiquita2727 from United States

    Lots of great information and inspiration for anyone who wants to turn dreams into reality. Mario brings a lot of spot-on information to this podcast.

  • Great Show
    October 9, 2020 by Palminchen from London from United Kingdom

    Love the broad selection of topics for inner

  • Amazing inspirational stories
    October 9, 2020 by Nicholas Lee 18 from United Kingdom

    This podcast is so good. The stories from the people sharing their stories about their struggles in life and how they overcame these struggles is just inspirational and helped me push harder when things get tough. Keep up the good work with these amazing interviews Mario.

  • Fantastic
    October 9, 2020 by sttoggyigctdrvy from United States

    Mario goes above & beyond on his show. Lots of great information for his listeners!

  • Top Learning
    October 2, 2020 by BLNT PPTT from Hungary

    Love hearing these great interviews with a great host. Keep up the good work!

  • Mario inspires!
    September 18, 2020 by CHRISTOPH - HABITFREAK from United States

    These interviews are fantastic. Mario inspires with great questions that draw out great answers from his guests!

  • Expert authority!
    September 18, 2020 by Tara Williams Phone from United States

    Mario shares some amazing people on this podcast and they have some gold to share!

  • Great show!
    September 10, 2020 by Karen @ Interview Valet from United States

    Mario is an awesome podcast host! I love the FB Live interviews and the opportunity for listeners to engage in real time. The audio and video quality is spot on every time. Be sure to subscribe so you don't miss anything! You won't be sorry.

  • A Podcasters Inspiration!
    August 14, 2020 by JamieKullman from United States

    Mario has so much insight and delivers such incredible value through his show. I just started listening, but I've already learned so much from him and his wonderful interviews. Keep up the awesome work!!

  • Quality professionalism
    August 6, 2020 by VirtForce from United States

    I can’t say enough about how pristine and professional Mario is in his interviews. He truly wants his guests to have the best experience and recording possible. And not to mention he is fun and knows how to put people at ease in front of the camera.

  • How to conquer your limiting beliefs
    July 31, 2020 by Dave4syth from United States

    Listen to episode 103 an dlearn how to overcome your limiting beliefs. Great advice.

  • I can’t believe how much I learned in just one episode
    July 29, 2020 by AwesomeMontana from United States

    Mario is knowledgeable, curious and able to bring great guests that deliver value that every business needs to understand! Outstanding podcast!

  • Great content!
    July 15, 2020 by Cory Lee Leadership from United States

    Mario does a great job of providing relevant information and bringing on guests to share their expertise in a variety of fields. Highly recommend his podcast!

  • Fascinating interviews
    July 10, 2020 by Bill Ringle from United States

    Mario brings on accomplished guests and draws out their expertise and stories in a way that leaves me on the edge of my seat. Keep up the great work, Mario!

  • Love It!
    June 26, 2020 by Laura Moreno Cabanillas from India

    Loving this podcasts, an entrepreneur I really appreciate the energy and passion being shared to help us grow our business. Keep up the great work.

  • Boost my Amazon sales!
    June 19, 2020 by SurvivalDad from United States

    I tap Amazon as one of my sales channels and your interview with John Ghiorso was an eye-opener. Ignore at your own peril!

  • Love It!
    June 16, 2020 by LauraMore from United States

    I loved the Memorial Day episode, Mario! Thanks so much for creating this awesome podcast!

  • Flawless interview style
    May 29, 2020 by GninraeL14 from United States

    Mario makes everyone appear even more interesting to me. Great format and style!

  • Come here for value
    May 29, 2020 by Joshua User 202! from Canada

    Really appreciated this podcast for the raw, genuine interviews. Love it!

  • Crisp and interesting interviews
    May 22, 2020 by Joel Goobich from United States

    As someone who created one of the first podcasts dedicated to video marketing, I was very impressed by your recent episode about using video. Your interview style is crisp and interesting

  • If you are in business, this podcast needs to be on your playlist.
    May 22, 2020 by Macstephen1 from United States

    Mario has a great conversational style that helps his guests shine. This show is a must if you have an entrepreneurial spirit. It provides thought provoking content that will help any businessperson in their quest for success.

  • New Subscriber here and on your YouTube Channel
    May 15, 2020 by Angela Brown Oberer from United States

    Wow Mario you have a real knack for interviewing. You ask great questions and have a fun way of keeping the conversations lively and interesting. After listening to your episode with Owen Video I subscribed to your podcast and then I hunted you down on YouTube. High Five and great job!

  • Very Professional & Engaging Show!
    May 15, 2020 by Mitche Graf from United States

    Mario is extremely engaging and can hold your attention, and is a great interviewer! He has some great guests that really get into the details of running a successful business. Keep up the great work Mario!

  • Great Content
    May 10, 2020 by Pilar S. from United States

    Excellent! LOTS of advice from experts. The most recent episode talks about speaking–a must-listen for anyone who presents or is thinking about presenting.

  • Great content!
    May 1, 2020 by @Mentally_Strong from United States

    I really enjoy your podcast each time I listen. The content helps any entreprenur level up with they do. Keep it up and thanks for each episode.

  • Professional and Informative
    May 1, 2020 by Bruce at Mindfulness Mode from Canada

    Mario Fachini is an excellent interviewer and has terrific guests on the show. I highly recommend this podcast.

  • Great Podcast
    May 1, 2020 by Amber Fuhriman from United States

    I love the topic of this podcast. The episode with Tod Lindsay is super super helpful!!

  • Great find!
    May 1, 2020 by Reed Stiles from United States

    Great message and content. Stumbled upon this due to the cool logo, stayed for the content.

  • Great show and great host!
    May 1, 2020 by Laurapowers44 from United States

    Love what Mario offers! So glad he is doing his show and providing all this helpful info! Keep them coming!

  • Walks the walk
    May 1, 2020 by Me15463 from United States

    Mario encapsulates everything he talks about on the show. Be sure to tune in to this!

  • Honest and authentic
    April 17, 2020 by Deano3622 from United Kingdom

    Wow, just come across this podcast. Mario is such an awesome guy. He comes across so honest and genuine. Loved the content. I honestly don’t know where you find the time?! Keep it up Mario, love how honest and real you are!

  • Great and insightful!
    March 7, 2020 by Karty12345 from Australia

    I really enjoyed this podcast, so much relevant content. Thank you!

  • So much Value..!
    February 28, 2020 by Alex Dali Rizo from United States

    Great content, I really recommend this to any Entrepreneur looking to excel in their path, Mario brings topic experts to teach and inspire your day

  • Inspirational Intentional Information
    February 28, 2020 by 10Kforte from United States

    This podcast shares the stories from people that are doing whatever it takes to rise up and help others along the way. “What Are You Made Of” is one of the many messages shared on the podcast. There are so many takeaways that are applicable to anyone. I really enjoyed listening.

  • Wow!
    February 25, 2020 by Tyscoaching from Australia

    Just listened to the 'rescue site AED Program' episode! If you love epic stories and inspirational people, this is the podcast for you!

  • Motivation on Tap
    February 7, 2020 by AnthonyPGarcia from United States

    Mario brings on some of the most impactful entrepreneurs to hear from. He dives into the key performance factors of their business. He extracts information very well and keeps the show flowing very smoothly. Definitely a show to subscribe to!

  • Starting a Movement
    February 7, 2020 by JustMe2say from United States

    There are many areas of business and entrepreneurs have an opporunity to gain some insight with this podcast. Excellent interviews!

  • Great Podcast For Entrepreneurs!
    February 7, 2020 by The Big Game Hunter from United States

    Full of knowledgeable guests and useful information that will help you accomplish your goals in business and in life!

  • Mario Truly Care About His Guests
    February 7, 2020 by Podcast Junkies from United States

    Having met Mario and spent time with him at Podfest I can truly say that he is passionate about his show. He’s genuine and that clearly comes through in his own story and what he brings to every interview.

  • Put your thinking cap on!
    January 27, 2020 by Cliff Duvernois from United States

    This is probably one of the most information dense podcasts I’ve listened to in many moons. Each episode could easily be expanded out into 2 or 3 hours. Mario does a great job of asking the right questions to get his guests to reveal great tips, tricks and advice. Sure a lot of information can be applied to an entrepreneur but I found a lot of advice applicable to my personal life. This podcast is definitely worth my time to listen to and I’m looking forward to more episodes to come. Great job!

  • Relavant for anyone!
    January 17, 2020 by HarloB from United States

    I really enjoy Mario and his shows. The Stress and Anger in the Workplace episode was great because it cut to the chase of all the issues around this topic. Great interview!

  • Mario nails it!
    January 17, 2020 by Mickiezada from United States

    I've listened to Mario for a long time...his podcast is well produced, his guests are influencers and authentic authority, and chock full of insights and inspiration for entrepreneurs. Love it!

  • Mario is the real deal
    January 9, 2020 by jamesnewcomb.io from United States

    I’ve known Mario personally and professionally for over a year now. He is genuinely interested in helping people succeed, and consistently over delivers in his interactions and valuable advice with fellow entrepreneurs, podcasters, what have you. In this era of showmen who “give value” only if they think they’ll get something in return, Mario stands out as a man among men. Listen to his show and learn what true leadership and value in the marketplace mean.

  • Listening On My Entrepreneurial Journey
    January 3, 2020 by FromLisa2 from United States

    I was surprised when I stumbled over the servant leadership that shows up in these episodes. It's collaborative. It's focused on relationships with clients versus transactions. I especially enjoyed the episode on getting clients without "selling" because it's more about genuine relationship building.

  • A Gift
    December 25, 2019 by Lisa Vogt from United States

    Mario uses all his talents, gifts and abilities to produce this life affirming show. It's incredible that we are able to grow our abilities and develop our talents and gifts just through subscribing and listening. Thank you Mario!

  • This show is ON FIRE!
    December 14, 2019 by tibor.mindsethorizon from United States

    Love your show Mario! Your niche is close to mine but I focus more on mindset and manifestation in a business setting. I tuned into episode #103 with Karen Brown which is dope! Keep up the great work!

  • Entrepreneur Must Listen
    November 30, 2019 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!!
    October 26, 2019 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!
    October 25, 2019 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
    October 25, 2019 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!
    October 18, 2019 by Jon Vroman FRD from United States

    Great show Mario! So much valuable information in one episode!

  • Excellent show, very imformative!
    October 5, 2019 by Shaolin Soprano from United States

    Mario loving the podcast bro, great content, immense value. Enjoying these interviews!!!

  • Helpful Information!
    October 4, 2019 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
    September 12, 2019 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!
    September 6, 2019 by DarlajPowell from United States

    Mario provides lots of great info and advice in this 7 day a week show.

  • Great Content!
    August 31, 2019 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!
    August 31, 2019 by Allmenow from United States

    Very engaging information. Mario draws out experiences and knowledge from his guests. Loved the show!

  • Difference-Maker
    August 21, 2019 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
    August 21, 2019 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
    August 16, 2019 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
    August 2, 2019 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
    August 2, 2019 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!
    July 28, 2019 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!
    July 26, 2019 by BestMorningRoutineEver from United States

    I love learning about mindset and how to master my thoughts. This show provide the tools!

  • Great show!
    July 19, 2019 by Jefferson_79 from United States

    Great information for all businesses.

  • Good value!
    July 12, 2019 by Audrey purplele from United States

    Great information that applies to any business! I really felt he provided value for my time.

  • Interesting Topic
    July 6, 2019 by Real Estate Journeys Podcast from United States

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

  • Helpful Advice from Experts
    June 14, 2019 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!
    June 14, 2019 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!!!
    June 11, 2019 by tommye w-c from United States

    Great podcast, awesome guests, incredible host!!!

  • Fun & informative
    June 11, 2019 by Saoirse Sky from United States

    Some people want something fun, others want something informative. This podcast gives you both!

  • Great show!
    June 10, 2019 by CJThomas6 from United States

    Very inspirational show! Appreciate the advice and thoughts shared by the host and his guests!

  • Great podcast
    June 10, 2019 by Rosie81200 from United States

    Great podcast! Love hearing about the guests’ journeys and what they learned from them.

  • Never Stop Learning!
    June 10, 2019 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!
    June 10, 2019 by KatieHBrooks 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!
    June 10, 2019 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!
    June 10, 2019 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
    June 7, 2019 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!
    May 31, 2019 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
    May 31, 2019 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!
    May 31, 2019 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
    May 31, 2019 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.

  • Great Content! Great Interviews!
    May 24, 2019 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
    May 24, 2019 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
    May 20, 2019 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
    May 17, 2019 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
    May 10, 2019 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.
    May 4, 2019 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!
    May 4, 2019 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!
    April 29, 2019 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
    April 10, 2019 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!
    April 6, 2019 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!!!!
    March 15, 2019 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
    March 15, 2019 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!
    March 1, 2019 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
    March 1, 2019 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!
    February 23, 2019 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!
    February 22, 2019 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
    February 16, 2019 by StrongHeart<3 from United States

    I love that she found gratitude in her circumstances. lorie is an inspiration

  • Powerful!
    February 15, 2019 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!
    February 15, 2019 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!
    February 9, 2019 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!
    February 8, 2019 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!
    February 8, 2019 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
    February 1, 2019 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!
    February 1, 2019 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!

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Resources Mentioned

Books Mentioned

Killer Visual Strategies | Amy Balliett

Built to Sell | John Warrillow

Traction | Gino Wickman

Scaling Up | Verne Harnish

People Mentioned

Bill Gates

Robert Lipson

Christopher Walken

Neil Patel

Oprah Winfrey

3+ Expert Authority Insights™ To Apply Now

  • It’s not high quality, if it doesn’t also deliver value to the end audience.
  • We have to practice what we preach.
  • If you’re going to invest in one space, your website should be the one.

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• FREE Business Book Publishing Course Learn How to Publish Your Lead and Profit-Generating Business Book in < 8 Weeks visit: www.FREEBusinessBookPublishingCourse.com

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Wheel of Whatever™

[45:47] What is one advertising campaign or graphic design campaign, no matter what it is or who it is you would love to work on? And how could you help them?

What You’ll Learn In This Episode

Click the time stamp to jump directly to that point in the episode.

[0:07] Intro

[0:52] Sponsor – Free Business Book Publishing Course

[1:25] Importance of Visual Communication

  • Today’s audiences only read about 20% of the text put in front of them.
  • When they have visual information that’s put in front of them, they engage with it almost immediately. 
  • It actually resonates with the brain 60,000 times faster than any other form of communication that exists. 

[2:49] Brand First Impression

  • It’s going to be based on the design of that collateral.
  • You deliver great book covers that get them to crack open that book and learn more about your brand or service.

[3:51] Visual Content

  • Visual Content is in high demand. 
  • Companies using visual content are growing their revenues an average of 49% faster than the companies that aren’t.

[6:30] Where to start?

  • Start to look at the best of the best that’s out there.
  • Search for things like the best infographics of all time
  • Search the best motion graphics.
  • Check out Webby Awards
  • Go to Dribble and check out the most followed artist.

[8:58] Brain Science behind Infographics

  • Our brains are hardwired to think visually and to communicate visually. 
  • We weren’t born to write, we weren’t born to text and to share information through the written word.
  • When we first as a species needed to connect and communicate, we turned to cave paintings on walls.
  • Our brains are actually made to process visual content. 

[11:55] Augmented Reality

  • Augmented reality is going to become part of our daily lives.
  • It is truly about augmenting our actual physical reality.
  • Help people interact with their physical environments, is really powerful.

[20:20] Generation Z

  • Generation Z hates periods.
  • They’re so used to communicating short form text
  • When somebody adds a period, they think it’s passive aggressive.

[24:37] Website or flyer?

  • If you’re going to invest in one space, your website should be the one.
  • Today’s audiences 99% will land on your website and look for video first, so read with a video in your upper upper fold.
  • The next thing users look for when they land on a website are infographics and other forms of visual content.
  • Avoid the stigma of stock.

[30:00] Vector

  • It is anything that looks or feels illustrated.

[30:49] Above the fold

  • Above the fold is when you land on a website, and you don’t scroll down yet.So before you scroll, everything you see on that site is considered above the fold.
  • Use it to hook somebody because you need to encourage them to scroll down.

[31:55] Bounce Rate

  • How often somebody lands on your site and bounces away before clicking on to another page versus how often they land on your site. 

[33:11] How do you compensate above fold in different devices?

  • You design for the smallest screen first. So you design based on the idea that all of this content is going to live above the fold on a small screen. 

[39:59] Raise your prices so that you can get better talent and really produce better quality content. 

[41:31] Our own industry standard definition of visual communication

  • Visual communication efficiently and effectively represents information through graphics, it’s, it’s meant to really take information to that next level.
  • Limited text is used to explicate the meaning.

[42:07] Number of words and then the image in different platforms

  • Website : 100 words
  • Social Media : 6 words
  • Ebook : no more than 100 words

[45:47] The Wheel of Whatever

  • What is one advertising campaign or graphic design campaign, no matter what it is or who it is you would love to work on? And how could you help them?

[49:40] Let’s Thank our Sponsor, Free Business Book Publishing

[51:11] The Imperfect Action Round

  • Learning from your mistakes as fast as possible, don’t let them knock you down.
  • They’re creating the wrong type of visual content, I see them mixing illustration styles all the time and relying on stock. The right way to fix it is to go custom and get the right team behind you.
  • Honestly build great relationships. The fact is, if you build relationships with your customers, and you show them that you want to constantly earn their business, then they’re going to rely on you as their go to partner for everything they need. And if you can have those types of relationships, it’s more than just customer value, you get to create great work with him the whole time.

[52:42] Amy’s Book Recommendation

[53:38] Connect with Amy Balliet

[54:56] www.EAinterviews.com

Episode Transcript

Read Full Transcript


Amy Balliett [0:00]
Hi, my name is Amy Balliett with Killer Visual Strategies and you’re listening to the Expert Authority Interviews.

Intro [0:06]
EA Interviews, Episode 219, 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 [0:19]
Have you ever wanted your business to look better? Have you ever wanted to implement those fancy things you see people doing? I know I have. And I’d like to think I do. But I’m super excited to have author and speaker from South by Southwest and Adobe Max and CEO of Killer Visual Step Strategies, Amy Balliett on the show today because she is going to deep dive into how you can have killer visual strategies. I’m going to bring her up right after we thank our sponsor.

Sponsor – Free Business Book Publishing Course [0:52]
Every business needs a book, including yours, visit FreeBusinessBookPublishingCourse.com today to learn the seven steps to publish and promote your nonfiction lead and profit generating business book in eight weeks. Once again, that’s FreeBusinessBookPublishingCourse.com.

Mario Fachini [1:08]
Here she is, ladies and gentlemen, Amy Balliet. Amy, how are you feeling today?

Amy Balliett [1:13]
Feeling great. How are you feeling today?

Mario Fachini [1:15]
I’m having a great day, a really great day. And I’m excited to dive right in with you for one of my favorite things to talk about Visual Communications. Why would you say it’s so important?

Amy Balliett [1:25]
Honestly, it’s important because it’s in a world of information overload. The fact of the matter is, is nobody’s reading anymore. Today’s audiences only read about 20% of the text put in front of them. Yet, when they’re doing when they when they have visual information that’s put in front of them, they engage with it almost immediately. In fact, it actually resonates with the brain 60,000 times faster than any other form of communication that exists. So in a time of day, where every single brand is competing for your attention, visual communication is the end all be all, it’s the most important way to connect with audiences today.

Mario Fachini [2:04]
That’s a pretty impressive statistic that I did not even know I just pretty much was like I think it looks better. I mean, I’m simple, but 60,000 times

Amy Balliett [2:15]
60,000 times. And that’s actually the lowest number out there, there have been so many different studies about it. And some studies say 100,000 times faster. But the most reputable study out there says 60,000 times faster. So that’s the stat we go with.

Mario Fachini [2:32]
Who wouldn’t want that for their business? That’s, that’s crazy. Now, let me ask you further on that does it depend on the medium if we’re talking magazine cover versus a postcard versus video or book cover?

Amy Balliett [2:49]
You know, honestly, everything’s a book cover at this point, the the whole concept that you know, we judge a book by its cover, it is 100% true. 94% of first impressions are based on design. So that means the first impression of your service, your brand, whatever marketing message you’re putting out there, it’s going to be based on the design of that collateral. So whether it’s a magazine cover or a social media image or the thumbnail on a video, these are all things that get somebody to either open the magazine or in the digital realm to click and dive deeper. And that’s what we want in the digital space. We want clicks, we want people coming to our websites and entering our conversion funnels. And so the way you do that is you deliver great book covers that get them to crack open that book and learn more about your brand or service.

Mario Fachini [3:42]
What if someone doesn’t think it’s important or just kind of kicks it with it to stick if it’s good enough, I’m here to say to that,

Amy Balliett [3:50]
That’s perfectly fine for them. But there are multiple studies out there that show that visual content is in high demand. In fact, I think it was HubSpot, who recently released that 91% of today’s audiences demand visual content. And the companies that are actually using visual content and all of their content marketing, we’re really prioritizing it and delivering quality visual content. They’re growing their revenues an average of 49% faster than the companies that aren’t. So you’re welcome to not do it. But you’re going to get left behind the curve a little bit if you if you avoid using visual content or proper visual communication in your content.

Mario Fachini [4:32]
So you’re fine using Lex. You know, less or not so good graphics. But if you want to profit more easier and faster you should.

Amy Balliett [4:43]
Exactly, exactly. And that’s you know, one of the things you said there was not so good graphics. If you have the option between not using visual content at all or using really low quality graphics, choose no visual content at all. You need that have high quality visual content to really succeed. If you think about it, this this concept that visual information gets to the brain 60,000 times faster, combined with the concept that 94% of first impressions are based on design. All of that says that your text doesn’t matter. So your headline, whatever you’re using to contextualize your visuals, that doesn’t matter as much as the visuals themselves, people will be forming first impressions right off the bat before they read your text, they’re going to be judging you from the from right out of the gate. So you really have to deliver content that they judge as quality. And quality is a little bit different than beautiful, you know, yes, we all want beautiful, pretty design, we want something really engaging and eye catching. But it’s not high quality, if it doesn’t also deliver value to the end audience. And so it’s really important that you’re marrying form and function in your design and producing content that truly leads with a great eye for detail and, and design, along with something that’s really valuable for that end audience that that really hooks them.

Mario Fachini [6:13]
If someone’s really struggling with this, what would you say some are some of the first things they should consider or take into account to say, hey, I’m not the best at this. Where should they be starting? You know, I’m not the best. But what’s step one.

Amy Balliett [6:30]
So there are many different ways you can attack step one, but in my opinion, one of the very first things you have to do is start to look at the best of the best that’s out there. Because we kind of live in a world where 99% of the content that’s put out there is actually really low quality and design and conception. And as a result, people think that that is the bar and they just have to hit that bar. What they should be doing is instead searching for things like the best infographics of all time, the best motion graphics of all time, checking out Webby Awards, going to dribble and checking out the most followed artists on dribble, this will start to reset expectations for what real quality is. And not to toot my own horn, but I did just write a book all about this and exactly how to create great visual content. It’s also called Killer Visual Strategies. And if you don’t know where else to start, start there. It’s meant to really help drive people, you know, through step one through step 40, basically, to really ensure they’re taking in every necessary bit of information to create great content.

Mario Fachini [7:47]
Yeah and Infographics are so huge. Now if I gotta be honest, well, I always am. I don’t even know where that comes from. I’m like, I’ve been lying to everyone, the last few 100 episodes. If I can’t find an Infographic on it, I’m probably not going to read unless I get the book on the subject matter. And I want to dive in. If it’s an article that’s like one of 14 pages, we’re going right back to the Google search that finds the Infographic or more than likely YouTube, because I know it will be a three to five minute video that has all the same points and I can conceptually, I can visualize it conceptually. I can figure it out quicker. And just see where it’s at, especially with chronology or timelines. There is a site oh my gosh, what is the name of it? It’s it’s like everything infographics, I mean, you can you go there, and it has infographics on every single thing you could think of in the actually has a search. It’s like, what’s my end? I don’t even want to say something because that is probably wrong. But why are those so vital now, compared to even 10 or 20 years ago?

Amy Balliett [8:58]
You know, it’s funny because 10 years ago, infographics became all the rage. It was this really big boom of content that all marketers really wanted. They wanted the infographic is kind of that new hot trend. And I remember when I started my company, killer, Killer Visual Strategies. Our original name was Killer Infographics. And we were known as the infographics company in the country. And all we did was produce infographics for the first couple of years. But then we started moving into motion graphics and ebooks and all of these other types of visual content as well, for exactly what you said. I mean, the fact is, is people want to get information as succinctly and easily as possible. So infographics provide that solution for them as do motion graphics. It’s kind of like spoon feeding information to your audience. But there’s a reason why that’s so important. And the fact of the matter is, is there’s actually brain science behind it, our brains are hard wired to think visually and to communicate visually. We weren’t born to write, we weren’t born to text and to share information through the written word. That’s something we evolved to. But when we first as a species needed to connect and communicate, we turned to cave paintings on walls. That was our most instinctual way of connecting and expressing ourselves. And so the fact is, is our brains are actually made to process visual content. 30% of the cerebral cortex is just combined is just built with neurons combined to fire and process visual information. Whereas you think about all of our other senses. And the second strongest sense is, is, I believe it’s hearing at 3%. So you go from 30% to 3%. It’s just clear that we’re meant to connect and communicate visually and the fact that Pinterest and Instagram, Snapchat, Tiktok, all of these different social sites have just exploded through the power of connecting visually, it’s just more proof in the pudding. So that’s why infographics are so important, because we expect it as consumers and as audiences today, because we honestly need that information to be quick and easy to digest.

Mario Fachini [11:32]
Where do you think it’s going to go five to 10 years from now?

Amy Balliett [11:36]
Honestly, I think we’re gonna see some big shifts with augmented reality and virtual reality, that’s going to be some of the biggest kind of new evolutions in the world and visual content, for sure.

Mario Fachini [11:49]
What do you think it’ll be incorporated in everything or just specific niches?

Amy Balliett [11:55]
I think augmented reality is going to become part of our daily lives, I don’t think virtual reality will I think virtual reality, it’s just one of those things where to truly experience it in the best possible way you need a headset, you need to be fully immersed, whereas augmented reality is truly about augmenting our actual physical reality. And so the concept of using augmented reality, to help people interact with their physical environments, is really powerful. And I think what we’re going to find is five years from now, if let’s say we’re visiting a city for the very first time, we can pull up our phone and look at the look at the phone or look at the city through the lens of that phone and all of a sudden have things like restaurant ratings pop up in front of us, and maybe even a map to get us to a location, or a scavenger hunt or something like that. So I think augmented reality is going to be a huge part of who we are as a society.

Mario Fachini [13:02]
Yeah, I’ve done some things with augmented and it’s cool to see like, you’re seeing the ratings, you know, as you’re walking through Times Square or something, it’s like, here’s this, here’s that and you’re looking through it, but also for like tours of, you know, cities, or you know, the history of America or something, where it’s like you’re standing where George Washington stood. And it’s like, literally right there, not just oh, we’re in the area. I mean, I’m looking forward to some of that stuff. I’m looking forward to all of it. It’s just a matter of how we use it. And it’s interesting because everyone always has a different take on what’s going to happen with AI. But I think you’re seeing it for the benefits of what it’s going to be doing for us.

Amy Balliett [13:45]
Yeah, I mean, when it comes down to it, AI has many different implications all around. And some are incredibly positive. And some we just have to be wary of and and planned for, honestly, as a society.

Mario Fachini [14:00]
Yeah, the thing I keep telling people is no matter how much technology, how much this that the other thing, human interaction, I mean, we’re hardwired for human interaction, social connection community, you know, that there’s nothing ever will replace in real life. But you can enhance it. And, you know, just like computers did, people are freaked out about computers. And now it’s crazy to think, you know, how would you do a lot of things, it doesn’t mean it’s a replacement for it enhances it, but it’s also your personal choice if you’re the one stuck on it 23 and a half hours a day or not.

Amy Balliett [14:36]
It’s so true. It’s so true. And you know what, what you’re saying about computers. What’s really funny, is I think it was the late 90s when Bill Gates expressed his concern about whether or not people would be willing to look at screens for a long period of time. And here we are today and we carry a screen in our pockets and we’ve got our computers in front of us and we’ve got our TVs usually playing in the background. We’re just a screen culture at this point.

Mario Fachini [15:05]
Yeah. And it’s crazy because before it was like, everything was in real life, and it was a treat to go to the movies or have a computer. And now the treat is getting away from it.

Amy Balliett [15:15]
So true, it’s yeah, I can’t even express how much I feel that way. And I remember when I was buying the iPhone for the first time, I waited three years to do it. And that third year, I finally said, okay, now I can’t work without this. But I spent three years saying I don’t want to have something that I have to be plugged into at all times. So unplugging is always, always great. When you can.

Mario Fachini [15:41]
Yeah, and it’s interesting, because not just from a marketing and design or branding, identity or video standpoint, but just what you said in the statement about we have all these screens. And usually it’s multiple, it’s not just a phone, it’s multiple screens while watching the T, while this is I saw some stat about the average household has 10 to 14 screens. And I’m like, but the average family is three to four people. I’m like the math doesn’t add up. So what what’s going on there but aside from business, and all that the importance of visual, it’s on everything, the fact you’re looking at a screen denotes that you have some graphic design incorporated in it. I mean, that’s one of the big selling points of the iPhone, as you mentioned. And I know for a fact, people ask me since I launched my app, for this show, EA Interviews app.com. They go, why did you wait to do it, and I didn’t want to wait. But the reality was, Apple won’t let you start even start the process until you have 10 episodes. And I thought it was just like they want to see if you’re serious. And I’m thinking of these big reasons. And, you know, they want to see you’re committed in businesses and success and whatever. And I asked Robert Lipson, who we’re partnered with. And it was interesting, because he was like, no, they just want to make sure when they open the app, there’s enough episodes that it looks good on the screen. And I was like, that’s it. Like this whole thing came down to they were they take design that seriously. And it’s clear to see why they’re winning for it.

Amy Balliett [17:26]
It’s so true. I mean, every single aspect of even just the the UI UX of any Apple product is constantly taking into consideration the visual communication of every piece and element that they put into place. If you think about texting as an example, the reason that we are so inclined to write very short form texts to one another, is because we’re being told to do so through the visual user experience. The user interface has a very small, small word, word bubble to put your, your text your information in. And then it’s constantly suggesting emojis or emoticons so that you can put those in instead of text. And so we’re kind of through Apple and through other devices being trained to communicate in as little text as possible, and find other ways to connect and contextualize our emotions and our own conversations with one another.

Mario Fachini [18:31]
Yeah, it’s interesting how, over time things change. And I’ll probably never changes as long as the abilities there. I’m not a huge texter. It’s like, I’ve never been one to just sit there all day, just, I mean, if I spend more time texting than I can jump on the phone real quick and just talk to you. It’s like I, but I get it if you’re in a loud venue or at an event. Hey, where are you? We’re over here. But tell you what, voice to text in video messaging? Absolutely. Hey, how’s your day going? You know, great. I’m in the middle of filming the show right now. I was years ago. And and, you know, I shot one off even before I started the first interview today to my friend. And this was all in the shot and everything. Because I’m not going to sit there for a minute or two to type it. Ican say it in what eight to 10 seconds.

Amy Balliett [19:22]
Exactly, exactly. And honestly, if you do that, people are going to actually remember it much longer as well. When you connect with people through a visual element versus a text based element. They’re going to actually recall what you said weeks later, whereas if it’s text based, you’re going to be having a debate on what you said five days later.

Mario Fachini [19:44]
Yeah, and the tone and inflection also, what are you autocorrect heaven forbid that thing ever works. You know, you you forget you forget a comma or what is it? Oxford comma, like, whatever. That’s why I love video there’s you can you can sense my sarcasm, you can sense the humor, hopefully, you know, but you put it in a text, who knows what it means? Other than that, yes, that’s true period. I mean, that’s kind of boring. But that’s the fun of communication.

Amy Balliett [20:17]
So funny. Oh, sorry.

Mario Fachini [20:19]
No, go ahead.

Amy Balliett [20:20]
Well, what’s funny about that is, there’s actually a recent study that came out that said, Generation Z hates periods. And it’s because they’re so used to communicating short form text, that when somebody adds a period because the the actual speech bubble in the text contextualizes, the end of a conversation or an end of a thought. So when somebody adds a period, they think it’s passive aggressive. They think it’s actually somebody implying that they’re angry with them. So it’s interesting, just how much our entire methods are all of our methods of communicating have changed because of all of the screens that we interact with these days.

Mario Fachini [21:02]
That’s interesting. I, I’ve left them out, not for that reason. And I remember when all this started, and people were like, grammar nazis correcting me on a text.

Amy Balliett [21:16]
Mm hmm.

Mario Fachini [21:17]
Okay, it’s articles, books, I get it. We’re we’re trying to figure out where the restaurant said, relax. This is supposed to be fun time. And if you keep this crap up, you’re not going to be invited to fun time next time. So relax. But the reason I left them out and that’s a true story I that was out loud. But that’s my thoughts. I left them out for Christopher Walken. I was reading you know, actor Christopher Walken, kind of cool. And he, he the way he has is like, wow, stranded, the way he does that talk thing, come to find out he would use whiteout and all the periods in the scripts. And just I’m like, I like that. We’re gonna go with that one.

Amy Balliett [22:06]
I love that.

Mario Fachini [22:06]
But it’s interesting you say, because it can come off as passive aggressive. You know, I thought we’re done talking now. Okay, cool.

Amy Balliett [22:15]
Exactly. And I mean, you think about it, and Gen Z, especially, they’re digital natives. They’ve been brought up in a world where they have to kind of learn how to communicate in ways nobody else has. I mean, when I got access to the internet, I was already 18 years old, I had already lived in a world with no internet. And all of a sudden now, I’m learning how to communicate digitally with people over, you know, sentences online and trying to find ways to contextualize my thoughts. And Gen Z, I mean, they’ve got 1000s of emojis at their fingertips to contextualize their thoughts. So why use something that was created in no joke 300 BC, as a method of contextualizing your thoughts, when you have 1000s of other choices and you can just use emojis as punctuation.

Mario Fachini [23:08]
Yeah, I remember the early stages, the internet with prodigy and I was emailing my friend down the street to see if he wanted to go ice skating. And I come to find out there was actually a 30 email a month limit. And we burned through it in about 30 minutes. Just I was just so enamored, I’m like, do you see the snow outside send? I’m like, yeah, just send a message without talking to him.

Amy Balliett [23:33]
That’s awesome.

Mario Fachini [23:34]
The rest of the month kind of sucked. But that was an interesting day. And we ended up going ice skating and didn’t care at that point. But that’s all there was. I mean, you tried to even download a single image of it was, you know, 28, it would take 10 minutes just to do that, let alone the live stream video.

Amy Balliett [23:53]
Mm hmm.

Mario Fachini [23:54]
So I’m all for tech, but I’m also for the ice skating and doing and stuff in person. So the companies that don’t want to embrace it, clearly, I think we’ve made a strong enough case that it’s not going anywhere, if they don’t want to embrace it, what are some things we could mention to them? I mean, other than what we already have? What would be something they could start with, as far as maybe take their menu or their business card or the website? Where’s one actionable piece of a property that they probably already have in their arsenal that could be updated for the maximum return on investment? Would you say website or flyer?

Amy Balliett [24:37]
I would say website I mean, if you’re if you’re going to invest in one space, your website should be the one because if you’re sending a bunch of traffic to your website but it isn’t properly set up to convert that traffic, then what’s the point? And so if you think about a typical visitor to a website, today’s audiences 99% will land on your website and look for video first, so read with a video in your upper upper fold. If the video is under 90 seconds in length, then you actually have about a 90% chance for all of those visitors to watch that video. If it’s over 90 seconds in length, you’re only going to have about a 46% chance for all of those visitors to watch that video. And the thing is, is a quality video on your homepage, something that explains your product or service, or quality video will increase your conversion rates on average 80%. So it’s a really good first thing to produce. The other good thing about that is you could take that video and cut it into multiple shorter versions for use on social media. So lead with a video on the upper fold. The next thing users look for when they land on a website are infographics and other forms of visual content. Because today we take in information by looking for a headline plus a visual plus a headline plus a visual. If we’re met with a wall of text, we will typically bounce away from the sight. And so I always say to people, rule number one, always think about context, it is a con when there’s too much text. And that is a rule that you should apply to every piece of content you produce. If you break up every 100 words of content with a visual that exemplifies that content, then you’re moving in the right direction, it makes it much more digestible for your audience. But if you’re trying to just use text to land that audience and convince them of your value, it actually kind of can come across as lazy these days. The fact is, everybody out there, we’re all content creators now. We can create so many different types of content, great videos, Instagram has made us professional photographers, big air quotes there. You know, we’ve we’ve found all of these ways to get better at creating great visual content that we actually expect the brands we work with, to step above that, to do something better than we can do ourselves. And that also means another rule that I have that I dive into, in my book, avoid the stigma of stock. Today’s audiences do not like stock imagery, custom illustration converts seven times better than stock photography and stock vector assets. So you really do have to spend time showing your audience that you’re willing to invest in their wants, you’re willing to meet their demand and their expectations to earn their business.

Mario Fachini [27:52]
I love that you’re saying the truth number one and two, that you’re backing it with facts, because I didn’t know it was seven times better. I just knew it worked better, even for my own stuff. And I’ve told my marketing clients the same. But wow, it is seven times more.

Amy Balliett [28:10]
Seven times more on your website 3.3 times more on social media. So I I’m kind of a world of stats, I had to you know, I do public speaking all the time about this subject. So I know all the stats, but at the same

Mario Fachini [28:26]
Yeah, you’re not batting an eyelash on any of them. I’m like, what else do we got in there that you can share?

Amy Balliett [28:31]
Right? Well, the reason is because we have to practice what we preach. So all of the content we put out for our clients, for instance, we’re doing all the research on it first, and we’re always making sure we’re finding the primary source because that’s so important, especially in this day and age, you really need to make sure that you’re finding the primary source and that you’re learning the context of that data to ensure that you’re actually expressing it properly. And so I’ll tell you this, my content team will not let me give a stat that is incorrect or a stat that hasn’t been thoroughly researched first. So everything I know has been very much vetted by my content team or else they’d fire me even though I’m their employer.

Mario Fachini [29:14]
That’s fantastic. And what you’re saying about the vector for anyone that doesn’t know what I was actually going to ask you about clipart and I know they’re not directly the same, but I can tell you one of my landing pages and conversion funnels, all I did was changed the first slide and it went from people dropping off after six or seven seconds of the video to a minute and a half.

Amy Balliett [29:40]
Wow.

Mario Fachini [29:41]
just from one stupid slide and it was some guy riding a horse that was all cartoonish looking. The clip our look and feel I I think you can make it without it being vector but for anyone that doesn’t know a vector is vector versus raster. Once you tell them what that is

Amy Balliett [30:00]
So vector is an illustration, anything that looks or feels illustrated is going to be a vector image. Ultimately, if it doesn’t look or feel illustrated, it’s not considered a vector file. So I could be saying illustrations, I just live in this world all the time. So my vernacular kind of fits in with whatever my designers are constantly saying on a regular basis.

Mario Fachini [30:26]
No, and it’s a great point you bring up because there is a difference. And I know we could do a whole training on graphic design. And you know, if you’re doing a billboard in an image versus a thumbnail on a website, why one’s better than the other. But the other thing was the above the fold, you were sharing some great insight on the websites. How do you define above the fold.

Amy Balliett [30:49]
So above the fold is when you land on a website, and you don’t scroll down yet. So before you scroll, everything you see on that site is considered a above the fold. And that’s really where you want to hook somebody because you need to encourage them to scroll down, they’re not going to scroll down if they’re not hooked from the very start, they’re also not going to scroll down If your site’s taking too long to load or anything like that, we actually in the first one 10th of a second and the first one 10th of a second, when a website loads, that’s when we’re forming our first impressions. And so it’s really important to hook somebody in that one 10th of a second. And if you can get somebody on your page for five seconds, then you have a higher likelihood that they’re going to actually stick around and pay more attention to your service. But those five seconds can actually be really hard to achieve with all of the options that are out there for every consumer.

Mario Fachini [31:49]
And I’m just gonna have some fun with this. But you’re also going to improve the bounce rate, wouldn’t you?

Amy Balliett [31:55]
Exactly. When it comes to bounce rate. Bounce Rate means how often somebody lands on your site and bounces away before clicking on to another page versus how often they land on your site. And they click into another page. When they click into another page, your bounce rate decreases, and you want your bounce rate to decrease, because it’s one of the many factors that Google and other search engines take into account when determining how to rank your site for different search terms.

Mario Fachini [32:24]
So you are a very intelligent woman. And I’m going to ask you this because I have no doubt you can handle it. But when you said above the fold, it’s the in that I know it’s actually originated from the newspaper.

Amy Balliett [32:37]
Mm hmm.

Mario Fachini [32:38]
Yes, you know, and that’s where the coin term the coin ology came on, whatever. That’s where it came from. So here’s the kind of devil’s advocate question because if you’re talking above the fold, before you get to that scrolling point, how do you compensate for desktop versus laptop versus mobile devices and take into account screen resolution as well as the size of the monitor because these are all going to affect the fold on multiple devices? How do you overcome that question?

Amy Balliett [33:10]
I love that question. So there’s this concept and design, it’s called Mobile First Design. And that’s really what it comes down to you design for the smallest screen first. So you design based on the idea that all of this content is going to live above the fold on a small screen. So that means landscape and portrait view, you have to really take that into consideration. And then as you design outward, basically, you’ve done your mobile design, now you start saying, okay , let me think about a bit of a larger device, like an iPad or tablet. And now let me think about a desktop computer or laptop. And so it’s all about starting at mobile and then designing outward from there.

Mario Fachini [33:53]
Is a great answer. And I did not know the answer, I would have had to talk to my web development team. And I was just like you, you’re, you’re a rock star and I knew you could handle it. So thank you for that because these are the questions that come up, you know, it’s like that book, if you give a mouse a cookie, you start with, okay, let’s start with the website. You know, let’s do better design. And then let’s do the website. And now we need to focus on this. But what about this and five layers deep, you’re going wow, this is pretty complex.

Amy Balliett [34:24]
It’s it’s quite true. And you know, I’ve been living in this world for so many years. But my background is actually in marketing. And so what I’ve found is, I can speak pretty well to marketers and kind of take the complex ideas of design and really drill down to what a marketer can take in and act on immediately. And it’s just because I’ve had to kind of reverse translation for so many years.

Mario Fachini [34:50]
Well, that’s a perfect segue because I do want to jump into your background. How did you decide I want to start this company and what were you doing before

Amy Balliett [35:00]
Honestly, it was a bit of an accident. So my background is varied, like most millennials, although I happily take the term zeneo, which is that concept of the, you know, I think it’s 1978 to 1982. Those are xennials. So I just hit that. So I jumped around in a lot of careers, but I really wanted to be a filmmaker, I went to film school, I minor in marketing. I went to film school in Cleveland, Ohio, at Cleveland State University, had an amazing program there. It was, it was really fantastic. And it’s where I’m from. I’m from Cleveland. And then I moved out to Seattle, right after graduation, and started in well, after spending about six months kind of figuring out what I wanted to do, and playing my guitar in the street to make money, which is what I did for the first six months. After that, I got a job in film marketing. And that really got me into the concept of marketing as something I was a little bit more passionate about. I still did some video editing jobs and learned graphic design while taking on the video editing work. And then completely pivoted into SEO and online marketing. So my career just did this whole 180 when I moved into this world of SEO and online marketing and because of everything I had known already, after a few years in that world, I was starting to build websites and monetize them in different ways. And that was my original business plan. I had a co founder, we started in 2009 while we had day jobs and then we quit our day jobs in June of 2010. And started focusing full time on one of our many websites. It was a site called Zippy cart.com. And it was really you know, bringing in the right amount of revenue for us to focus on it. And I created an infographic for Zippy cart to drive backlinks because I was focused on SEO, and it was 2010. You could slap the word infographic on any piece of visual content and see success. And I will say it was and still is today. The worst infographic ever designed. It was apps.

Mario Fachini [37:25]
But you did it.

Amy Balliett [37:26]
I did.

Mario Fachini [37:27]
You didn’t let that stop you.

Amy Balliett [37:29]
Exactly, exactly. I thought it was wonderful at first because I had put so much my own time and energy to it, that you get this confirmation or prime you get this bias against your own work, you start to say, well, all these hours were put in this must be high quality. And in reality, it was I mean, full of mixed illustration style vector images. It had five different font choices on it instead of just a few way too many colors. It wasn’t to scale. It was just awful. Do you want to look it up it just look up the history of e commerce infographic and you’ll see the Zippy cart logo on the bottom to know which one is which one was mine. It’s so bad. But it succeeded. We got 1000s of backlinks. And so immediately I said this is a strategy I need to follow. So I created another infographic. And that infographic was ripped to shreds online because it was just paragraph after paragraph after paragraph of information. It wasn’t an infographic at all.

Mario Fachini [38:32]
It was good info but less graphic.

Amy Balliett [38:36]
Exactly. But it’s still got a bunch of great backlinks. And so this was kind of a continued pattern until people started requesting that we designed infographics for them because we were seeing so much success with ours that people wanted the same success. And that worked for about a year for about a year we’re able to just burn and churn infographics and really start pivoting into this world. We were doing 40 infographics a week at one point in time.

Mario Fachini [39:04]
Wow.

Amy Balliett [39:04]
It is a ridiculous amount of content for our clients. But it around 2012. So in 2010, when the first order came in, it was actually 10 years ago last month. But around 2012 we were just at this point where we’ve kind of felt like a fast food industry for infographics. Like we’re the McDonald’s if you like McDonald’s, that’s my favorite of that of all the fast food restaurants. So that’s why I say McDonald’s. But I think we’re like McDonald’s of infographics just burning and churning out. Not the highest quality content but good enough. And so we made a shift, we actually use the advice of Neil Patel. He was living here in Seattle, we took him to lunch. He’s the founder of Crazy Egg if you haven’t heard of him before. He’s a really well known thought leader in marketing. And he said your problem is you’re too cheap, raise your prices so that you can get better talent and really produce better quality content. And that’s exactly what we did. We doubled our prices brought our talent in house instead of using freelancers, then we doubled our prices again, so that we could really ensure we are putting in the right time and effort into the content and delivering something of high value and high quality. And as we did all of this, we really started to lay the groundwork for the best practices in infographic design and became thought leaders in the space people started looking to us for those best practices. And the fact is, if you apply those best practices to all other forms of visual content, then you actually can start to see a huge level of success across the board. Because an infographic is meant to be the truest form of visual communication. And so if you can create a high quality infographic that you don’t have to read every bit of to understand, instead, you can look at it in five seconds or less know the topic and one key takeaway. That’s visual communication really working in your favor. And so we started to define best practices around that shifted our focus from just infographics to a visual communication agency, and released our definition of visual communication, which is now the industry standard definition.

Mario Fachini [41:29]
And what is that?

Amy Balliett [41:31]
Visual communication efficiently and effectively represents information through graphics, it’s, it’s meant to really take information to that next level. So it graphically represents information, I kind of mixed it up a little bit back there graphically represents information to efficiently and effectively create meaning. And there’s one other sentence in the definition and that sentence is when necessary, limited text is used to explicate the meaning.

Mario Fachini [42:01]
And remember what you were saying earlier? Like 100 words and then the image.

Amy Balliett [42:07]
Yeah, exactly. And that’s, that’s if you’re doing an article or your website, if you’re delivering something for social media, six words or less treat it like a billboard. If you’re delivering something like an ebook, then every page that ebook should have no more than 100 words on it. So that means you’re really using visual content throughout the E book. I mean, I could go on, there’s rules for every different type of visual content out there and how much text you should really incorporate.

Mario Fachini [42:38]
Well, I appreciate you for explaining all of that because not everyone focuses on the graphics and the ones who do it’s more of a kick with a stick approach. I’ve in the last few I’ve always focused on them. But even in the last few years, I’ve taken that more of approach, the more the more of approach, I’ve taken the approach of doing more quality because I’d rather, you know, explain quality one time than have to apologize, you know, for bad quality, ongoing. And…

Amy Balliett [43:10]
Exactly.

Mario Fachini [43:12]
It’s just so much easier. In a turn, you have such a better product. And I know for a fact, when people say why are you doing the show, like the way I am? There’s been people who literally I know they’ve only watched three, four seconds of maybe even this clip, maybe this episode, maybe this whatever you said, how long does it take for them one 10th of a second. Like if someone sees this interview right now they see you me boom, boom, boom, they might not listen to the whole thing but it’s what was it one 10th of a second?

Amy Balliett [43:43]
Hmm, yeah.

Mario Fachini [43:47]
You can’t go back the next day and be like, well, now we’re gonna photoshop it, you get one chance. And my mentality even before I started is when I have Oprah on the show. I never wanted the internet to be a problem, the software, the onboarding that this there’s so many different things that go into it is the same thing with your website, you know, your app, your calling cards, they call them that anymore. Business cards, your e whatever your books and I’m so glad you’re sharing on this. I have one more question before we do the Wheel of Whatever. And that is regarding your infographics early stage 20 circa 29 2010. Were you doing them strictly as backlinks or were you also using them as a lead lead magnet for lead gen?

Amy Balliett [44:37]
Strictly as backlinks, although they’re fantastic lead magnet, we just didn’t have lead gen websites at the time. So we went full on backlinks trying to rank for the best terms we could.

Mario Fachini [44:50]
Okay, okay. And for anyone that’s listening lead magnets you should be using in your business if you’re not, there a way to generate leads To create something that’s basically a magnet to get the lead in is a huge value add for them. So now, the Wheel of Whatever. These are random fun questions, you see them all right there. And my question for you thought of it early on. What is one campaign business, personal, political, I said personal, whatever it is, what is one advertising campaign or graphic design campaign, no matter what it is or who it is you would love to work on? And how could you help them?

Amy Balliett [45:47]
Oh, political 1,000% political. I think that the biggest thing missing from politics right now is quality visual communication, and proper showcasing of the data. So personally, I would absolutely love to have had the opportunity to, to kind of produce the RNC and the DNC, both of those events. Imagine if during those events, as each speaker was up talking, there was something to the left of them actually visualizing what they were saying, actually unpacking the policy issue in a way that makes it easier to understand for everybody. There were so many points where, for instance, let’s say, in the DNC, where they were talking about the Affordable Care Act and its effect on on the country, if it goes away. Well, just saying numbers like 20 million, it means nothing to people, people can’t really contextualize what 20 million is out of our population of 300 plus million. And so actually contextual contextualizing that through proper data visualizations, could help people understand what that impact actually looks like or speaking to numbers about COVID. correctly, there’s so much incorrect data out there related to COVID. It’s crazy. But if if the actual candidates were able to get out there with their messages, with data backed visuals that are truly accurate, that really put things into perspective for voters, I think voters will be far more educated and much more able to make decisions. So political all the way. It’s something that we’ve always wanted to do. And it’s not just live political work. It’s also the concept of creating all of the social content that could go out there. And all of the mailers that could go out there, every which way of educating voters, but in a way, that just that makes it easy to digest and understand where you don’t feel like you’re being fooled or tricked by political language, because often, politicians will dance around the issues and contextualize things the way they want. And if you are really focusing on the numbers, just the numbers, they don’t lie, and we can contextualize those accurately through visuals that help people understand how it affects their daily lives.

Mario Fachini [48:19]
I, that’s a great answer. And the good news is, I think just like visual communications and the marketing we were talking about earlier, I don’t think politics are going anywhere, anytime soon. So I hope you have the opportunity because visualizing stuff, like we’ve been talking about is such a great way to go. What are the real facts? You know, instead of having to read something for half an hour, which, and I think that’s the sad thing is most people just, I think they they’re most people are good hearted, no matter what we’re discussing. They just after 20 minutes, I know in sales, if you can’t wrap up or get a answer in 19 to 20 minutes, you’re drastically exponentially going down and you’re losing. So to expect someone to read something for half an hour to come up with one out of two dozen answers on in this instance, policy issues. Or maybe it’s your staff or whatever the case is, no one’s gonna do the work. It’s just too much work plain and simple. You can, if you can articulate the image in 30 seconds, you have a lot better chance. So love what you’re doing. I hope you do get the opportunity and do let me know when you do. We’re gonna thank our sponsor and we’re gonna come back for the imperfect Action Round.

Sponsor – Free Business Book Publishing Course [49:40]
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Mario Fachini [51:11]
And we’re back with the Imperfect Action Round Amy, are you ready to take Imperfect Action?

Amy Balliett [51:17]
I am ready.

Mario Fachini [51:19]
All right, rapid fire answers. I got a couple of questions for you. And the first one is, what is the fastest path to the profits?

Amy Balliett [51:30]
Learning from your mistakes as fast as possible, don’t let them knock you down.

Mario Fachini [51:35]
Excellent. Number two, what is the biggest problem you see your prospects making, and the fastest way for them to fix it.

Amy Balliett [51:42]
They’re creating the wrong type of visual content, I see them mixing illustration styles all the time and relying on stock. The right way to fix it is to go custom and get the right team behind you.

Mario Fachini [51:53]
I’m so glad you mentioned that stock thing I could go on a tirade I think I did in one episode about it. Alright, focus. Number three, what is the best way to maximize customer lifetime value?

Amy Balliett [52:07]
Honestly build great relationships. The fact is, if you build relationships with your customers, and you show them that you want to constantly earn their business, then they’re going to rely on you as their go to partner for everything they need. And if you can have those types of relationships, it’s more than just customer value, you get to create great work with him the whole time.

Mario Fachini [52:27]
Excellent. All right. Well, you passed that with flying colors, like the entire thing. Thank you for sharing there. When I asked you about some books, you’d recommend Expert Authority World, what ones have made the biggest impact on your life.

Amy Balliett [52:42]
There’s a book called Built to Sell. It’s a book that’s really easy to get through. Actually, I read it on a tarmac while I was stuck on that tarmac for three hours. But it’s a great book, even if you’re not trying to sell your business, it’s a good way to just make sure you’re setting up your business for success all the way through. Speaking of books like that Traction and Scaling Up, those are also two great books about making sure that you’re running your business properly. I like to start with scaling up and then about five years into the business switch to traction, because they’re pretty much the same methodology. But I think traction, helps you get over a hump, it helps you really kind of bump up from what from maybe, let’s say two or 3 million in revenue to 10 plus million revenue. So definitely, those are those are just some amazing books to read. For sure.

Mario Fachini [53:30]
Great, great recommendations. Where would you like people to learn more about you.

Amy Balliett [53:38]
You can learn more about me on my website, Amy Balliett.com, you can check out my book on Amazon, Killer Visual Strategies on Amazon. And then you can tweet at me at at Amy Balliet or find me on LinkedIn. Honestly, I’m I love when people reach out to me and connect with me on LinkedIn. And especially if you read the book, I’m happy to jump in and answer any questions you have as you go through it.

Mario Fachini [54:03]
Excellent. Well, this has been incredible. Thank you so much for sharing. I’ve got a lot out of it myself. Thank you again.

Amy Balliett [54:10]
Thank you so much for having me. I really appreciate it.

Mario Fachini [54:14]
All right, expert authority world. We’ve got another great episode here today. I’ll see you tomorrow. Have a great day. And God bless.

Sponsor – Free Business Book Publishing Course [54:22]
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www.EAInterviews.com [54:56]
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