Winning YouTube Ad of the Year doesn’t happen by chance, it’s an art and science that other brands can duplicate once they understand the formula. The best part is managing to do it on a smaller budget and defeating market leaders with very deep pockets. It’s the same formula Bill’s agency has used to help underserved brands compete by punching massively above their weight.

In the past three years, Exverus Media has grown 300%, won nearly every major industry award, and earned the trust of some of the world’s leading brands. Bill is a Harvard Business School alumnus and gifted modern-day marketer who has helped Clif Bar launch products and driven sales volumes of over 9 figures for companies like Nestle, Post, Walmart, and more through his career.

He is also the author of ‘Digital Stone Age: How the World’s Most Successful Advertisers UseTraditional Thinking and Innovation to Drive Growth’

What Expert Authority World™ is saying about the show:

  • Great show!
    February 9, 2024 by Gisele_Oliveira from United States

    I'm absolutely hooked on this podcast! Huge kudos to Mario for consistently delivering top-notch episodes. Keep up the fantastic work!

  • Amazing Guests, Real World Advice
    July 14, 2023 by Demi @ Comcastro.com from United States

    Just wanted to say thank you, Mario! Great practical ideas and such enthusiasm. I recommend this show for anyone looking to change their mindset through access to access to some great real world inspiration.

  • These podcasts have some great nuggets!!
    April 14, 2023 by Jen from Fort Worth from United States

    Mario has an A guest list that go out of their way to give you their best tips to be successful in your business endeavor. I’ve learned so much in a short amount of time. Highly recommend!

  • Inspiring Real World and Practical
    March 11, 2023 by SheriTraxler from United States

    Love the inspiration of “hey if they can do this so can I “ And that there is practical ideas from their expertise too Also love the variety of times

  • SUPER PRO production, and better content
    February 17, 2023 by JoshRamsey from South Africa

    Hits the nail on the head, and brings practical insight while doing it!

  • Enthusiasm and experience
    January 10, 2023 by Cfow110 from United States

    Mario is an enthusiastic experienced interviewer. He creates conversations with great content but also leaves room for some whimsy with his imperfect action round questions.

  • What an Enjoyable Show!
    December 21, 2022 by BretRidgway from United States

    Mario Frachini is the consummate pro when it comes to being a podcast host. The time just flew by and the conversation was great!

  • Great Show!
    July 22, 2022 by erseburse from United States

    Always providing great content- keep it up!

  • Insightful, inspiring and empowering!!
    May 6, 2022 by Anya Bartholomew from United States

    This is a gem!! You've got to pay attention to "little" things to appreciation the power of this incredible useful information!! The more you listen, the more you love it! Try and you'll see!!

  • Love love love
    May 6, 2022 by Tanyamariedube from Canada

    What a great show. I loved listening to your episode with Dave Lorenzo on the 60 Second Sale. As someone who loves sales (but loathed them when I started with cold calls and cold door knocking), I loved what he said about hearing the word “no”. In sales, we are trained to look for the no’s. It makes us really good at it if we can really get into it. What you two were talking about with regard to how our limitations are i’’our minds really resonated with me. I love that because it’s a game changer when you understand that sales is just about helping people solve a massive problem and getting paid for it and then taking imperfect action, get on your feet and have fun. Thanks so much! Love this show.

  • Amazing podcast!
    January 24, 2022 by maddie@podcastingyou from United States

    This podcast is incredibly informative and empowering! Each episode is an insightful deep dive into an entrepreneurial story that highlights tenacity, innovation, and advice to help you level up in your own journey.

    January 18, 2022 by Mitko I. from Bulgaria

    A ton of value, keep rocking!

  • Great show!
    January 7, 2022 by Gisele_Oliveira from United States

    I love this show. The host is really entertaining and the content is pure gold. This podcast became my top show. Keep up the great work, Mario!

  • Insightful and wide ranging
    January 7, 2022 by purpletom111 from United Kingdom

    This is an excellent podcast for anyone looking to optimise their business. Mario is a fabulous host with brilliant questions and a relaxed, friendly demeanour. I loved Episode 261 about Growth Marketing, really useful - high product quality is the best marketing strategy out there!

  • Brilliant insights from the best…
    December 27, 2021 by jxywvut from United States

    No matter what big business mountain you are trying to summit, the EA podcast has something amazing to inspire and teach you how to start or scale your venture. I love tuning in every day to learn actionable insights from a new expert or industry. So much value to sink your teeth into. Give it a listen!

  • Top Notch Quality Content for Authentic Leaders
    December 1, 2021 by dropinceo from United States

    A meticulous production, a highly professional host with authentic conversation creates an amazing experience for the listener. A must listen for insights and inspiration for the Entreprener or C-Suite Leader.

  • Love it!
    November 30, 2021 by Mariann!! from United States

    It’s definitely worth your time if you are trying to stay informed.

  • Actionable and Inspiring
    October 29, 2021 by Ben_Cook28 from United States

    I appreciate the authenticity, quality of the guests, and insights from this podcast

  • Essential content for your entrepreneurial journey
    October 17, 2021 by MCarmen Baldovi from United Kingdom

    Mario’s interviews are full of valuable tips from business experts that you shouldn’t miss in your entrepreneurial journey. Listening to this podcast is being a massive help for me and I hope it is for you.

  • Wealth of Information
    October 8, 2021 by KPM D. from United States

    Great interviews. Always great to have the opportunity to hear from experts in their fields and glean from their years of wisdom. Keep up the good work!

  • Packed with actionable content!
    October 8, 2021 by mwforrester from United States

    Mario has a top-notch podcast with outstanding guests! I’m able to come away with information that I can apply to my own business, to generate growth and increase my ability to provide positive impact. When you spend your time to listen to an episode of EA Effect you can be sure that you will get an amazing return on time investment.

  • Powerful!
    September 3, 2021 by MichaelUnbroken from United States

    This is the show I needed 13 years ago before I ruined my first business. I think being able to have tangible and practical insight from people who are one step ahead of you is everything congrats to Mario for an amazing show! - @MichaelUnbroken

  • First Rate Host and Brilliant Guests
    September 3, 2021 by Wade Galt from United States

    Mario is an extremely well prepared and professional host that gets the best out of his guests. He interviews fundamentally sound guests to share powerful business strategies and wisdom. Definitely worth your time to listen.

  • Great show.
    August 28, 2021 by mdaciuk from Canada

    Excellent interviews and guests. Liked the show on how to defend your reputation. “Customers, communities and critics.” Good way at looking at stakeholders. Thanks for the great content.

  • Great topics - and tips!
    August 27, 2021 by Kate | EOFire from United States

    Loving Mario’s podcast! Not only does he hit so many great topics, but his episodes are filled with tips and strategies you can actually use right now. For example, I just listened to his episode about Podmatch with Alex SanFilippo, and Mario doesn’t just read off a list of questions and move through the interview robotically - he actually has a conversation, and shares his own experiences with the power of guest podcasting and why others should be doing this to grow their own audience. Thank you, Mario! Keep up the heat!

  • So glad I found this podcast!
    August 13, 2021 by Nate804 from United States

    I’m so excited to continue jumping into episodes of this podcast. So much knowledge from so many successful business men & women. Adding this to my weekly workflow for sure!

  • So much information
    July 23, 2021 by abal31 from United States

    Such a great show. So much information and helps with many areas of our business.

  • 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!
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    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
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    Mario always crushed it, and this podcast is another example of his amazing insights and knowledge!! Great work.

  • Wow - love the video show.
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    Thank you for the encouragement and tips on how to succeed on video and the repurposing idea.

  • Motivating and Inspiring!
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    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!
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    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!!!!
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    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
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    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!

Watch The Episode

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Resources Mentioned

Books Mentioned

Digital Stone Age | Bill Durrant

Ego Is The Enemy | Ryan Holiday

Outliers | Malcolm Gladwell

People Mentioned

Malcolm Gladwell

3+ Expert Authority Insights™ To Apply Now

  • The most important thing is that a brand has the foundation of what has worked for them, and done the research behind that. But then has the tolerance, the risk tolerance, to try new things, and to try new opportunities.
  • You need to be consistently reaching people with messages that share who your brand is, and what it stands for.
  • How you’re communicating to people is just as important, if not more important than where you’re communicating to people.


• 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™

[34:57] What do you like to do offline?

What You’ll Learn In This Episode

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

[0:06] Intro

[1:14] Sponsor – Free Business Book Publishing Course

[2:02] Business needs to focus on when doing ads

  • Take a step back and have a better foundation. 
  • Ensure you get your digital space ready.

[6:36] Advantages and Disadvantages of Start up Brands

  • The most important thing is that a brand has the foundation of what has worked for them, and done the research behind that. 
  • Brands has the tolerance, the risk tolerance, to try new things, and to try new opportunities.
  • New startup brands learn what they need to borrow from the past. 
  • Ultimately finding the most success by not being rigid against one set of channels or strategies versus the other.

[15:01] Traditional Advertising

  • Participating in a personal trade show.
  • Participating in something that’s local to your community

[18:17] The most powerful touch point is when they are having that interpersonal conversation with someone and get that recommendation or that I hear that lead that is far and away the most powerful way.

[19:10] Word of Mouth Marketing – It’s to have a great product experience in the first place. 

[30:55] Point where you can be at a level before considering radio or TV

  • If you’re a brand that’s looking for a sustainable approach to advertising, we tend to be digitally focused up until, probably like $200 million range.
  • We tend to activate those channels, though now for brands at an earlier level, because there are more efficient and effective ways of buying traditional media that don’t necessarily require big seven, eight figure price tags.

[34:57] The Wheel of Whatever

  • What do you like to do offline?

[35:26] Let’s Thank our Sponsor, Free Business Book Publishing Course

[37:11] The Imperfect Action Round

  • Get your digital house in order, understand the why of your business and of course, ensure that when you do have marketing, you’ve got something something to say and somewhere to actually drive people to.
  • Rigidity towards one mode of thinking. 
  • You have to be a service oriented organization.

[38:40] Bill’s Book Recommendation

[39:58] Sponsor, Free Business Book Publishing Course

[40:31] www.EAinterviews.com

Episode Transcript

Read Full Transcript

Bill Durrant [0:00]
Hi this is Bill Durrant from Exverus at exverus.com and you’re listening to EA interviews.

Intro [0:06]
EA interviews, Episode 281 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 to increase sales? How about growing your company? I know I sure have. And that is why I’m super excited to Bill Durrant, president of Exverus Media here today. And he is so impressed by all the companies he’s worked with. He is the new best selling author of Digital Stone Age: how the world’s most successful advertisers use traditional thinking and innovation to drive growth. Now, if you’ve ever thought about doing something on YouTube, you probably want to learn from someone who has won the YouTube ad of the Year award. He’s also a Harvard alumnus. And I am excited and I’m gonna cheat a little bit here because he’s done so many cool things. He’s worked with Coke, Masterclass, Bonobos, Nix, And I know I saw Nike there, too. I can’t wait to have him up. So I’m just gonna jump right in to thank our sponsor, and we’ll be back with Bill Durrant.

Sponsor – Free Business Book Publishing Course [1:14]
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 [1:30]
Here it is ladies and gentlemen, Bill Durant. Bill how are you feeling today?

Bill Durrant [1:34]
Feeling great. How are you?

Mario Fachini [1:35]
I’m doing excellent. And I’m excited to just jump right into. You have such an impressive resume. And I know you’ve helped 1000s of people. And I want to know more about what it takes to get to that level? And what should someone that owns a business right now, if they’re thinking about doing ads, what’s the first thing you can say they should really focus on because I’m sure we could go for eight hours on here’s all the steps, but we’re what’s the starting point?

Bill Durrant [2:02]
The starting point to a successful advertising strategy that grows a brand is actually to take a step back and have a better foundation. So if you have a stronger foundation, you’re delivering a superior customer experience. And you’re actually putting out, you know, a true standard of why your business exists, and what differentiates you. And that’s something that you can articulate, then driving people to your business is going to be that much more impactful. So I always say start with the foundation, which often has nothing to do with paid advertising. And from there use paid advertising, like a megaphone.

Mario Fachini [2:43]
Do you have any steps as to how to establish that from foundation?

Bill Durrant [2:48]
Yeah, I do think, there’s a few elements of it. Some of them are more technical than others,like ensuring that you’ve got your digital space or your physical space, in order and really set up to thrive and to do business to take orders. If you’re a business that does that online. To collect leads, if you’re a business that runs off of leads, making sure that you’ve got your house in order technically, and in a very rational way. First is very important. But then I’ll go back to that question of why? What are your businesses why, and if you can articulate that to consumers, and do that very succinctly, you’re ultimately going to have a much greater conversion rate. And everything that you do from a marketing standpoint will be significantly more effective. So I think if you’re starting off from the technical standpoint, and making sure that users can actually find you, can actually do the things that you want them to do and to learn the things that you want them to learn, to understand why it is that you exist, and make sure that they’ve got the opportunity to do that in a very succinct way, where they’re not having to work hard to understand what you do and why you do it, then that is like steps one and two right there. And you don’t even have to worry about hiring a fancy this or that, in terms of advertising, to make sure that everything that you do from that point forward is going to be significantly more effective.

Mario Fachini [4:21]
Now, when you’re working with all these name brand companies, big name companies, well known companies, whatever you want to call them, impressive companies. Have you found that most of them struggle with this step? Or do they have it dialed in that you don’t really need to touch it? Or does it really depend on the company?

Bill Durrant [4:41]
It does depend on the company, but typically, we work with companies at exverus, which is my agency. We work with companies that are even if it’s a Coca Cola, or a Walmart or a post or a big organization, they’ve got startup brands. They’ve got younger brands within their portfolios. And that’s who we tend to partner with. So typically, what we found is that those are the brands that aren’t as well established. And they’re not going to run like a perfectly well oiled machine, like the Coca Cola brand, or the Sprite brand, or the big brands that we’re all familiar with well, and I think, for me, that’s the most exciting and fulfilling part of it, is that you get to leverage what’s worked in building these big brands. But what’s also working in building modern brands, what’s working in building startup brands and brands that, from the very start have participated in the new economy, versus brands that have been around for 100 years. And I think it’s an exciting challenge. And it’s great when you have the opportunity to learn from others, and build off of that, but to do that in a new way.

Mario Fachini [5:54]
So I was having this conversation last week with a couple author clients of mine. And it’s interesting how you sell books nowadays, because it’s majority online, you know, with the keywords and everything versus the traditional way where you can do a PR tour and all these other things that I think you should do both. That’s my professional publishing opinion. But I want to ask you about some of the companies because you mentioned the traditional brands that have been around 100 years. What are the advantages and disadvantages of these startup brands, where you can do new things with them that may have not really worked for the other companies just because of the time or that we’re living in?

Bill Durrant [6:36]
Yeah, you know, it is an exciting time and watching how, you know, and this is the most important part, how our consumers are the people that are buying from brands are buying from us, how are they shifting and evolving their behaviors, and there’s a lot of exciting things happening. But then there’s also a very big element of spaces, and a lot of the things that we used to do, we still do, doesn’t matter that COVID happened a little accelerated a lot of change. And from our standpoint, the most important thing is that a brand has the foundation of what’s worked for them, and understand, rather what has worked for them, and done the research behind that. But then I have the tolerance, the risk tolerance, to try new things, and to try new opportunities. Because what we’ve found is that the science is very clear. And this is when you kind of ladder it up to the biggest brand level folks that are in the 10s and hundreds of millions of dollars. And of course, beyond that point is that you need to combine what’s worked in the past what’s kind of traditional, so to speak, with new era tactics, which typically fall into the bucket of digital. And in combining those two ideas, and not saying it’s one versus the other. That’s where people find the most success. And that’s where startups and direct to consumer brands are finding the most success now. We’ve all heard of Casper, and Chewy, and all of these different online platforms that were direct to consumer brands. And they all grew based off of digital marketing channels, a lot of quote unquote, new things, at least new to the last 10 or 15 years. But what they really needed to do was they can only get to a certain point from doing that. They needed to do was combine that with tactics that we consider to be traditional, some folks even considered to be old fashioned, which is you know, television, regular old linear television, outdoor media, radio, you still talking about the fastest way to accumulate reach and television, the most impactful way to reach someone in the context of their daily life without tour and the highest reach of any media channel, which is radio, at least pre and post COVID. And, it’s funny to watch new startup brands learn what they need to borrow from the past. And it’s of course, equally as interesting and enjoyable to watch brands that have been around for a long time, learn what they need to borrow from kind of what’s happening now in the future. And ultimately finding the most success by not being rigid against one set of channels or strategies versus the other.

Mario Fachini [9:25]
That’s a huge expert authority, insight, being flexible with what you’re doing because like you’re saying the older brands, they may have never done keyword optimization on multiple platforms because they didn’t need to you go on TV, you say something, everyone’s buying it, especially in the early days. Conversely, if you’ve never done anything on TV, I want to ask you, if someone’s only doing social, email, digital, they’re going up the ladder here on the digital side, keyword optimization on Google stuff on the Amazon for keyword research, and then you have this with the radio, you have the TV, you have the publicity and all that. And I’ll put publicity in the center. Because that’s getting a lot of really blurred lately, but TV, radio and any traditional means, how far do you think a company can grow? What are the biggest companies you know, that are only digital? And how were they getting a market cap? You know, say the larger companies, or the traditional advertising?

Bill Durrant [10:24]
And it’s a great question. And there are people that I think in our industry and advertising, there’s this huge push towards everything digital. And if you’d want to talk about traditional marketing channels, or media channels, you’re old fashioned, and that’s not going to catch headlines. And there’s a lot of people that have kind of positioned themselves as contrarians in the market and said, you know, is that really true? Is that really what works the best? And what they found is, you know, a lot of them have kind of asked this question now, for the last five or 10 years of what brand, what truly great brand has been built, without ever doing any traditional marketing exclusively online. And I think for a long time, I know for a long time, we really struggled to even have kind of stabs at brands that may have done that. And to even have guests as brands that may have done that, because they just didn’t exist. And so you know, those brands were inherently limited in terms of their ability to grow, because they were never leveraging traditional channels like scale, that gave reach. And I think there’s a few reasons for that, number one, it helps a lot to have the impact and the scale of a radio or the impact and scale of television. But it also builds trust, when a brand is on television, we implicitly trust that brand more than a brand that we’ve never seen on TV. So you can talk about TiVo and DVRs. And no one’s watching commercials. But at the end of the day, you run that kind of marketing mix analysis, TV still works for most brands, in most scenarios, not all the time, of course. And I think that’s really shocking to people. And what they didn’t realize was how much they were limiting themselves. By not participating with television. The good news is that for any of those channels, and this learning, we found is pretty universal. So if you’re growing a small business, all the way up to a huge brand, this learning is universal of I’m utilizing digital channels, we have a number of brands that only use digital and part of the reason why is that that’s just where their budgets are at, they can’t afford big massive, campaigns. So we found is that those brands will grow utilizing those digital channels. And they’ll benefit from bringing in something from kind of the real world or traditional channel, or something more tactile and tangible to their business. So for a big brand, that could mean something like outdoor or radio. But for a smaller brand. That might mean something like trade shows or other types of in person events. Like you said publicity is really straddling the line. publicity is a good thing, no matter who you are or where you are. That’s for sure. And that’s what’s really exciting is that this kind of essentially universal learning of if I can implement the best of what’s working for me digitally, and then augment that with other things that really reach people in the real world and continue to help me build trust, and exposure. That’s how I know I’m going to be most successful. And once you hit that insight, that kind of dogmatic rigid approach to marketing goes away, and your results and your ability to grow increase substantially.

Mario Fachini [13:59]
Well, I appreciate you for sharing that. I know you want to take a quick second. But I wanted to ask you about the let’s talk about the press releases, because when we’re talking about the publicity getting the gray area, I think, again, you start down here with and it’s not to say they’re any less, it’s just on this side, you know, you have SEO and digital stuff. And then there’s a mixing point. And I’d say that’s the press releases because the press release essentially goes out digitally, but it gets picked up traditionally. And that can be like the accelerant juice. So we’re obviously saying that both sides are good. But would you say that you should start on one or the other depending on where your business is. And there’s a timing component to this as you know, if you’re digital only at some point, it sounds like you should entertain traditional once you have that risk tolerance and budget frankly to be doing it?

Bill Durrant [15:01]
Yeah, I think that’s fair to say. And traditional may mean like I said, traditional may mean participating in a personal trade show, assuming those will happen again. Hopefully soon, it may mean participating in something that’s if you’re a local business, something that’s local to your community, a local community event, it’s not just making sure that you’ve got your digital house in order. What I will say is that starting by having your digital house in order is imperative for almost every business, there’s always going to be a few businesses that are kind of more geographically based, located in the physical world, and aren’t really as serviced by digital marketing channels, but they’re very few and far between. They’re the exception, not the rule. And so.

Mario Fachini [15:52]
Do any come to mind for you for Expert Authority World, like, do you even have a handful of those types, because I know they’re out there.

Bill Durrant [16:01]
They’re out there, it’s more of like, what is something that is an add on to another experience, that I’m not pre planning, that I’m not searching for, something that becomes kind of part of another experience. So, let’s use the simplest, most basic, terrible way of explaining this, which is, I’m at Disney World. And it rains at Disney World all the time. I’m planning my whole trip to Disney World. But I’m not planning on buying a poncho. Eventually, I’m gonna see the storm clouds. And if I’m about to enter the park, I’m gonna buy a poncho from the nearest CVS, or the nearest person who’s selling that.

Mario Fachini [16:48]
Or at the park, they’re on sale for 100 bucks.

Bill Durrant [16:51]
Yeah, there you go. So I’m looking at something that’s not really a pre planned exercise that I’m not, looking up even while I’m on the way while I’ve got that need. And so those needs are very few and far between now. For the most part, we’re doing our research. And at the very least, we’re searching for something that we need, even if it wasn’t a planned need, and putting that into Google. So if you don’t have your digital house in order first as your foundation, it’s gonna be a lot harder for you to get business. And if you’ve got that in order, that’s when it meets much easier for you to move on and start doing things like you said, like publicity, because now when people learn about what you’ve got going on, what your news is, they’ve got somewhere to go. And there’s something they can do about it. And that is so critical. And the key is that the journey just doesn’t end right there. And then hopefully they run into you at some other point in the future. The journey can actually start from there when you’ve got your digital house in order.

Mario Fachini [17:58]
That’s fine. People are good. How many people do you think when they’re looking for something, they immediately search for it, versus call someone or text someone or…

Bill Durrant [18:08]
These days, here’s what I will say, the vast majority of people are doing a search for it. The most powerful touch point, however, is when they are having that interpersonal conversation with someone and get that recommendation or that I hear that lead that is far and away the most powerful way. So you know…

Mario Fachini [18:33]
Whether it’s on the phone or a text, they’re probably going to say I’ll shoot you the info, I’ll just text it to you.

Bill Durrant [18:40]
Right, exactly. And think about how many times that’s happened to you. And seven times out of 10, you just went straight to whatever product was recommended. And the other, two to three times you at least very carefully considered it, which is all most businesses can ask for. And that’s the foundation of word of mouth marketing. And, really the best way to generate word of mouth marketing isn’t to kind of pursue people who can help you there. It’s to have a great product experience in the first place. If you’ve got, again, a foundation or a great product experience, and you make it easy for people to find you, find what you do and why you do it. Everything else that you do cascades from there, substantially more success.

Mario Fachini [19:32]
You’re sharing so much good information here. I appreciate it because it’s just strengthening the case about the digital because I’ve had that debate with people. They’re like, well, I don’t really search stuff out. I just asked for recommendations. I’m like, what step two? You’re there driving and you’re on the phone, because you’re being safe or you’re texting in both scenarios, they say, well, I’ll just text you the info either way, which is a digital medium because you’re going to the website to check it out. So I love that you’re talking about that, because I know you’ve done a lot with both. And I think it’s vital to bridge that gap because there’s people who only specialize in one or the other. And that’s why I asked early on because yeah, if you’re doing TV ads, guess who hates keywords? And if you’re doing keywords, guess, who hates TV ads, and I never really saw it that way. I personally always saw it as if you have the budget to do both. However, to take out a superbowl commercial the week you launch? Probably not the smartest thing, even if you can afford it.

Bill Durrant [20:31]
Yeah, well, we’re definitely aligned. And that’s really the central thesis of the book that I’ve written, which is called Digital Stone Age, which is really that we are living in a digital age. But, these tactics, and these ideas and concepts that modern marketers consider to be Stone Age, quote, unquote, are actually just as effective, actually, in some cases more effective now with the rise of digital, because there’s more you can do about it when you’re exposed to something that you see in a kind of traditional environment. And so understanding that duality is really important. But even if you’re just thinking about things from a purely digital standpoint, for budget, or for any other reason, or you’re just an exclusively digitally based business, there’s actually another element within that, which is what am I communicating to people? When I’m reaching them? Am I constantly asking them for their information? If it’s a lead based business? Am I constantly asking them to shop now, if I’m selling something online? Am I constantly asking them to do something right away? Or am I blending messages of motion right now with messages around who my brand is, what we stand for, why we exist, what we believe, things that we call brand equity. And that’s the other area that needs to be balanced is even if you’ve got an exclusively digital marketing mix, you need to be consistently reaching people with messages that share who your brand is, and what it stands for. And you need to be reaching them with messages around by now, do this action, do whatever it is that you’re trying to get them to do. And the folks that kind of overemphasize, and they almost always over emphasize on the act now message, you know, they’re missing an opportunity to not only drive some sales or drive conversions right now. But they’re missing the opportunity to do that in the future, a week, a month, a year from now, by building brand equity. So one of the things that we like to say is all media is performance media. Because even if you’re not asking somebody to do something, immediately, you’re still finding out that you can drive a sale through a brand equity message. And it doesn’t have to be Nike with Colin Kaepernick. And something that’s divisive, and powerful, and meaningful and costs a couple of million dollars to put together, it just needs to be something that shares who you are and what you stand for. So that then when they see the message that says shop now or buy now, they already know you, and they maybe even trust you a little bit, and they understand you, and they want to do more research, or they want to buy you or fill out that lead generation form that you’ve asked them to fill out. And that’s what’s also really important for marketers to get, and that also is universal. How you’re communicating to people is just as important, if not more important than where you’re communicating to people.

Mario Fachini [23:33]
That’s another great expert authority insight, because, like you’re saying, a lot of stuff you can do the immediacy, the sense of urgency, buy today, this weekend, only all that stuff. And that’s great for a short term burst. But if that’s all you’re doing constantly, the year goes by you got 52 weeks of one week sales versus even going slowly you’re building up that brand and maybe they don’t buy today, that’s great. I’ll be here in six months, I’ll be here in 12 months watching this. Because I think at some point people get sick of the oh, this week only until next week, when it’s the same ad with one word chain. You know what I mean? It’s like people aren’t stupid. And if you’re selling to people who are maybe saying something too.

Bill Durrant [24:16]
We would joke so our office is located on the Hollywood Walk of Fame. So you know we have beautiful views of the Hollywood Hills and everything LA is known for but we also have the whole kind of overdone tourist scene as well. And every week when we first started we would all go across the street to the $10 store where the 10 was crossed out and said $5 every week, because it was constantly reaching tourists who were looking over there, and you know, everything’s on sale. Everything’s half price, but we knew that everything was $5 all year long and it didn’t matter. And it was like such a great way of pointing out exactly the point that you just made.

Mario Fachini [25:08]
Oh, that’s hilarious. I used to work at Best Buy and I’ll never forget the Black Friday season. Everything was… the DVDs were 11.99, 12.99 all year and, people were tearing apart the bins, you go in to buy two or three, they’re leaving with 15 because they were 9.99. So you go into spending 30 bucks you walk out $300 later, for what? Because you screwed them over? You saved your money. So a whole other thing. That’s hilarious. I kind of want to go there. And check that out now, I didn’t know that. But I’ve been there. How did you get into this? Clearly you’re successful with it. But what’s the backstory on it?

Bill Durrant [25:49]
I got very lucky. I went to a great university and went to Villanova. And, we don’t just do basketball in school. It’s known for accounting, finance, and marketing, which is what I studied. And while I was in school, I spent some time in Australia and needed to kind of fill my days and ended up getting a role consulting for Fox for 20th Century Fox at the movie studio in Sydney, and got exposed to all the facets of marketing and knew that this was the career that I wanted. And the first role that I got offered outside of college, was to come to Los Angeles and work in media and advertising. And it’s been 18 great years, ever since. But I think a lot of it is because, what really appealed to me is how do you combine very rational, logical spreadsheet oriented thinking, with creative thinking and bringing brands to life in the world. And going beyond the numbers. And, being able to do both of those things on a daily basis has been really fulfilling.

Mario Fachini [26:59]
That’s inspiring. And I can relate to it, because especially with EA Interviews, there’s a creative aspect of it for sure. And I want to design it that way. However, we got multiple spreadsheets to keep track of everything, because this isn’t just like happenstance to pull off what I’m doing. So I think it’s great, because we’ve been talking about both sides, that duality you’ve been talking about. And I think so many people focus on one or the other, and the synergy you create when you combine them. It’s pretty limitless, isn’t it?

Bill Durrant [27:32]
Yeah, I like to say it’s, people like to think of many situations in life as black or white. And I like to look at situations as black and white. And, doing that, and having that mindset shift, you know, changes your perspective on a lot of things that goes way beyond just the work that we do.

Mario Fachini [27:52]
Or appreciate you for sharing what you have. I got a couple more questions before we thank our sponsor, and one of them is what’s been the biggest transformation you’ve been able to give to a client so far?

Bill Durrant [28:05]
Yeah, we’ve done a lot., We’ve done traditional marketing for years. And now we’re going to get into digital. But actually, for one of our largest clients, we transitioned them from being all digital, to proving to them that they needed to utilize television and outdoor to reach more people and to grow their business beyond the half billion dollar business that it is or that it was. And they’re now at a point where that business is three quarters of a billion dollars. And we know that their expansion into TV, and then to buying and planning TV in a very digital modern way. Not just trying to go buy all the old rulebooks, but doing everything more efficiently has really I think helped them radically transform their business and complemented the phenomenal work that their sales team has done in getting the brand into more locations. And, we couldn’t be more proud of that transformation and that growth.

Mario Fachini [29:22]
Well, that’s inspiring to hear just you know, helping them increase a quarter of a billion dollars. That’s not too bad. I want to ask you about… Can you hear me?

Bill Durrant [29:43]
I can hear you.

Mario Fachini [29:45]
Okay. So after increasing a company like that, do you search them out or do they find you?

Bill Durrant [29:54]
A lot of it comes from them learning about us and from people that they trust within the industry, and then having that conversation of, okay, we’ve seen what you’ve done here, how could you apply that to our business, and getting specific. And that’s been really powerful for us, I think the other thing that we’ve done to help people find us is to share some of what we’ve learned. It’s not just digital Stone Age, it’s making sure that we’ve got white papers out in the industry, and that we’ve got our name out in the industry, so that people can experience some of what we have to offer from a strategic standpoint. And then ask us again, how can you apply this to my business and be specific to my business?

Mario Fachini [30:40]
Okay. Is there a point like, in a revenue amount, is there a point where you would say, be at this level or above, before even considering radio or TV?

Bill Durrant [30:55]
Not necessarily, in the sense that there are a lot of brands that aren’t generating much sales certainly aren’t generating a profit, but have really strong financial backing. And, brands like Vai, so the VAI, the drink. They just went for it, and went straight into mass advertising on television with Justin Timberlake and outdoor and radio, and you name it, and we’re able to generate growth and achieve their business goals of acquisition. That way, if you’re a brand that’s looking for a sustainable approach to advertising, we tend to be digitally focused up until, probably in the $200 million range. But you can now be active in these channels. And that’s for national brands, by the way, for local brands, you can be much smaller than that. We tend to activate those channels, though now for brands at an earlier level, because there are more efficient and effective ways of buying traditional media that don’t necessarily require big seven, eight figure price tags. And that’s what’s really exciting for us is that everything is being democratized in terms of how we buy, which means that everything is being democratized in terms of what we can offer to brands, confidently that we couldn’t do just five years ago.

Mario Fachini [32:22]
So you’re saying all the way to 200 mil for digital, if it’s a national brand? And would you say maybe 20 to 50? If it’s local or regional?

Bill Durrant [32:34]
If you’re in a larger market, like in New York, or Los Angeles, all the way down through the top 10, you probably would want to be, comfortably inside that eight figure in annual sales range, before you started jumping into those touch points. But for smaller markets, and smaller geographies with less folks, you can go pretty far down, you can go down into the seven figures in sales, and still have TV be relevant and appropriate choice for your brand. One of the things that we see all the time is for folks who are still subscribed to cable, there’s still a strong and healthy kind of local business adblock that runs every hour. And those are businesses that are in the seven figures, and are looking to grow and to grow their revenue and to grow their scale within this particular geography. And for them TV is appropriate, and they found the right way to buy it and scale it.

Mario Fachini [33:33]
Yeah. Because to your point, if they haven’t cut the cord, yet, they’re loyal, they’re probably gonna buy something because there are, you know, they’re sticking around.

Bill Durrant [33:44]
Yeah, it’s interesting, because we have to act on both the fact that people are cutting the cord. And we have to act on the fact that there’s still plenty of people who have not yet cut the cord, where may never, and those are going to be two different cohorts that you reach in different ways, with different mindsets and approaches to buying, and they’re going to respond differently to your business or brand, depending upon what you offer. And understanding them is a really core part of what we have to do now.

Mario Fachini [34:14]
I think most wouldn’t think about it. But that’s a very niche, special advantage that you can take. I love that you’re talking about all the nuances of all this because it really does depend. There’s no one size fits all for any of this. So thank you for sharing. Specifically, I got one more question before we thank our sponsor. It involves the Wheel of Whatever. So you get to pick yellow or black. Ooh, that’s a decent one. That’s a decent one.

Bill Durrant [34:44]
I like yellow.

Mario Fachini [34:45]
Yellow. All right. This one. See how that works. So your question is you do all this stuff online. What do you like to do offline?

Bill Durrant [34:57]
I am an avid soccer fan and soccer player. So go to soccer matches whenever I can whenever they’re being held. So go galaxy. And I play as well here in Los Angeles. And yeah, I would say that if you ask my wife that probably fills up most of my free time, right now.

Mario Fachini [35:20]
Excellent. Well appreciate you for sharing that and all the information, we’re gonna thank our sponsor and come back for the Imperfect Action Round.

Sponsor – Free Business Book Publishing Course [35:26]
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Mario Fachini [36:57]
And we are back with the Imperfect Action Round. Bill, are you ready to take Imperfect Action?

Bill Durrant [37:02]
More than ready.

Mario Fachini [37:03]
Alright, three questions for you 60 seconds or less answers. The first one is what is the fastest path to the profits

Bill Durrant [37:11]
Fastest path to the profits? Get your digital house in order, understand the why of your business. And of course, ensure that when you do have marketing, you’ve got something to say and somewhere to actually drive people to. It’s going to convert them.

Mario Fachini [37:29]
Fantastic. I got all three, right? I had them in my notes. I was like, please say it, please say it, please say it. Alright, number two, what is the biggest problem you see your prospects making in the fastest way for them to fix it?

Bill Durrant [37:43]
Rigidity towards one mode of thinking. So I’m going to talk about that quite a bit. And whatever that mode of thinking is, there may be something that works best for your brand or business, but it’s probably going to work better when it’s combined with something else that may not feel like it’s in the same family. And that’s where we seem the most success for marketers and for brands.

Mario Fachini [38:07]
Excellent. Number three, what is the best way to maximize customer lifetime value?

Bill Durrant [38:13]
Oh, you have to be a service oriented organization. You know, we say all the time that we are a media agency at Exverus media. But the reality that’s that we only say this to the outside world. Internally, we say that we are a customer service company who happens to be extraordinarily good at media and advertising.

Mario Fachini [38:35]
Like that. What books would you recommend for Expert Authority World?

Bill Durrant [38:40]
Aside from Digital Stone Age, my favorite book? I think there’s a couple of books out there for business leaders. Ego Is The Enemy is one that I’ve recently read. And it was just a fantastic approach on the psychology of leadership. And I would say that goodness, Outliers by Malcolm Gladwell is one that was particularly influential for me.

Mario Fachini [39:08]
Excellent. Thank you for those And where would you like people to learn more?

Bill Durrant [39:13]
Well, you can visit our website for the agency which is Exverus.com e x v e r u s.com. You can also look me up and build a ramp with two hours on LinkedIn. And of course, you can find the book Digital Stone Age on Amazon and everywhere you’re accustomed to shopping for fine literature.

Mario Fachini [39:35]
Excellent. And I will make sure that makes it onto your featured show notes page. We’ll have all the links for that. So thank you for everything you’ve shared. I’ve thoroughly enjoyed it. Appreciate it.

Bill Durrant [39:46]
Thank you so much. This was a lot of fun.

Mario Fachini [39:50]
All right, Expert Authority World. We have another great episode here today. I’ll see you tomorrow. Have a great day. And God bless.

Sponsor – Free Business Book Publishing Course [39:58]
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www.EAInterviews.com [40:31]
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