Today’s guest, Peter Levitan is a consultant for advertising, digital, and PR agencies and host of the podcast Advertising Stories. During his 16 years at Saatchi & Saatchi Advertising Worldwide, Peter ran business development across Europe and the US, was EVP Management Director in London and New York, and was GM of the Minneapolis office. Peter has bought and sold three agencies and was CEO and founder of two major Internet startups during the dotcom boom, one of which was sold to Microsoft. Peter now uses his vast experience to counsel and coach agencies across the globe on how to build kick-ass business development programs. He has done this while being a true digital nomad.

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!
    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!

Watch The Episode

Subscribe to EAInterviews

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Resources Mentioned

Books Mentioned

Steal Like An Artist | Austin Kleon

Biography of Woody Allen | John Baxter

People Mentioned

Steve Jobs

Gary Vaynerchuk

Donald Trump

Mahatma Gandhi

Mike Tyson

Henry Ford

O.J. Simpson

3+ Expert Authority Insights™ To Apply Now

  • We need to go backwards sometimes to go forwards.
  • Keeping it simple. Stupid is one of my great mottos. 
  • It’s good to have goals, it’s good to be aggressive, assertive, whichever word you prefer. On the other hand, you need to be a little bit patient. 
  • Give people something that helps them and they will pay attention. I always used to say that if somebody wasn’t interested in my brilliance, then I would move on to the next customer kind of deal.
  • If you have the right product, the right time or the right service, it works.
  • People should write books. And you’re not going to write a business book to make money selling the book, but you’ll make money using the book for sales.


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

• Acorns: To learn how Acorns simple & easy investment account will help you create a compound interest snowball, visit: EAInterviews.com/Acorns

Wheel of Whatever™

[31:19] What is a company you would love to work with that you haven’t yet?

What You’ll Learn In This Episode

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

[0:07] Intro

[0:41] Sponsor – Free Business Book Publishing Course

[1:38] Advertising works, because you can target people and get them to know who you are and what you’re selling.

[1:50] Mistakes company do when it comes to PR and advertising

  • Being unignorable is an objective very few companies actually utilize
  • They don’t have really a personality or a leader that can get out front

[9:44] Advice to those companies that want to just get right to the core.

  • Content development is difficult to adjust even trying to develop content.
  • It’s very difficult to break through the clutter.

[11:31] Issues with large companies

  • People at the top have to want to be sales oriented. 
  • They don’t do business development.

[14:42] When marketing, advertising and sales team don’t talk, there’s a disconnect, and it’s very expensive disconnect.

[14:55] Costs for company by having or not having communication

  • Labor Cost –  people getting paid a salary, and they’re not functioning,let’s call it 80%.
  • Time Cost
  • Opportunity Cost –  If there’s a market out there that you should be talking to, and selling to, and you’re not, and it’s relatively, it’s an easier than more difficult sale, then you’ve lost an opportunity.

[16:31] How to figure out your audience?

  • Do low cost research
  • Use Google Survey
  • Use the Google universe, which is like almost everyone on the planet, to run surveys and research. 

[31:19] The Wheel of Whatever

  • What is a company you would love to work with that you haven’t yet?

[33:49] Let’s Thank our Sponsor, Free Business Book Publishing Course

[35:58] The Imperfect Action Round

  • Controlling costs and the other is saying something that is more unique and interesting than the next guy. 
  • It’s getting the attention of your market, whoever you are. Spend a half a day looking at what everybody else does to the success of the successful people and steal from them. 
  •  If you have an email list, and you can mark it out to them,

[37:31] Peter’s Book Recommendation

[41:15] Sponsor, Free Business Book Publishing Course

[41:49] www.EAinterviews.com

Episode Transcript

Read Full Transcript

Peter Levitan [0:00]
Hi, I’m Peter Levitan, I run Peter Levitan and company and you are listening to EA Interviews.

Intro [0:07]
EA interviews, Episode 237. 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 [0:20]
Do you want to get your company out there? Do you want to create more brand awareness? Do you want more people that know about your services? Well, I’m super excited to have Peter Levitan on the show today. He’s an author, speaker and CEO coach to help you grow your business. I’m gonna bring them up right after we thank our sponsor.

Sponsor – Free Business Book Publishing Course [0:41]
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 [0:56]
Here he is. Ladies and gentlemen, Peter Levitan. Peter, how are you feeling today?

Peter Levitan [1:00]
I’m groovy.

Mario Fachini [1:02]
I like that word. Also, I have not heard it in a while. But it’s a good one.

Peter Levitan [1:07]
We need to go backwards sometimes to go forwards.

Mario Fachini [1:10]
I agree. Well, I’m glad you’re here today. Because I know you’re a wealth of knowledge. And why would you say PR and advertising is so important for companies

Peter Levitan [1:20]
When you got to get the word out. And I’m going to say I’ll maybe say this more than once during this conversation, it is even more difficult to get the word out about your business, your product,existence of blogs, podcasts, it’s very difficult. So advertising works, because you can target people and get them to know who you are and what you’re selling.

Mario Fachini [1:44]
What do you think most companies are doing wrong when it comes to the PR and advertising side of things?

Peter Levitan [1:50]
I know, they wake up in the morning and say I want to be unignorable and it’s a word I stole from a great agency in Canada. So let’s think about what unignorable means. It means that people are going to pay attention to you and I always say what is the alternative and that’s ignorable, and it’s,, I think it’s an objective very few companies actually utilize, let me use a huge company Apple as an example. You cannot ignore Apple. And there are reasons.

Mario Fachini [2:18]
What do you think those reasons are?

Peter Levitan [2:20]
Well, obviously, there’s a brand, there was a personality, this is something a lot of companies lack. They don’t really have a personality or a leader that can get out front. And it’s not that it’s easy. But let’s just go with personality. Just the idea, let’s think of Geico, who woke up one day and said, You know, we’re like a lizard. And it’s hard to ignore anything Geico does. So they decided that they’re going to be on a girdle. And if you think about the insurance business, all of the other major insurance companies kind of follow. They’re all doing kind of wacky, crazy advertising. And you can’t do it just to be wacky and crazy, but they’re getting their messages across they want to be unignorable.

Mario Fachini [3:02]
Now, would you when you talk about Steve Jobs and Apple? How important do you think the personality pieces versus the brand?

Peter Levitan [3:12]
Well, you have to sell the brand. And you know, there are guys, I’ll use an example, Gary Vaynerchuk, some of your audience may know of him Vaynerchuck, and Gary is a personality, he is not really selling his brand as much as he’s selling his personality. And he’s quite successful. So he’s the best example I have of right now of a guy that is selling personality versus a brand that we can turn that around. But essentially, when you have a spokesperson, a CEO, somebody who’s great and compelling, it just helps to drive the business forward. And most people are not either good at it or are not super comfortable at it. I’ve been lucky in my career that I’ve worked with some great people who can do that.

Mario Fachini [3:55]
Do you think it’s somewhere that people should be starting? If they’re the first 5, 10 years in business? Do you think they should be starting trying to develop that personality, the brand or do you think it should be something else?

Peter Levitan [4:11]
Well, today, I think that it’s very important to have a personal brand. And again, I want to be very cautious here. Not everybody knew that. I mean, I’ve got clients in manufacturing that are not as savvy as my advertising agency owner type clients. But I think that you can work through it. And if you think it’ll help your brand, and I think you know, I more than think I know that brand differentiation is critical. We’re all too similar. A lot of people are doing the same thing. And personality is one of the major drivers. Can you make that happen? You’re a little bit born with it. I was lucky to grow up in New York City, which forced me to be outgoing in many ways. I think there’s enough information on YouTube channels, even watching a show like yours. Will people get an idea what it is like to have a personality and how important it is., I mean got a great tie. So, you know, let’s go with the tie today.

Mario Fachini [5:04]
Well, I do appreciate that. And, yeah, it’s always interesting because branding, I mean, I believe it’s important. And I know it adds that element that not every business has. And I think everyone should have a brand. But I also feel like in May, I might be wrong. But would you agree that some people early on, they’re trying to do too much, too quick? I think that might be a good way of saying it.

Peter Levitan [5:35]
Well, there’s definitely an issue of too much. I was working with a client this morning. And this client has a 40 page PowerPoint deck, talking about their business development program is super smart people, fantastic, very deep. And I said, Look, guys, can you get it down to five pages? If you can get your plan on one page, you’re in good shape, right? Keeping it simple. Stupid is one of my great mottos. I didn’t invent it, but it works. I think simplicity is important. Now, hopefully I’m answering your question. But it’s the goal of being unignorable and keeping your message simple, and people will hear you. The idea is to be different. And a lot of people don’t really have that as a goal. I mean, if you remember, I hate to keep using Apple’s example, and set a different campaign because they were up against Microsoft. And let’s face it, they were certainly different from Microsoft.

Mario Fachini [6:30]
Yeah. And I think you’re doing a great job answering it because I didn’t want to specifically say it or lead the question, if you will. But to the point of doing too much too soon, like you’re saying everyone feels more comfortable doing the 40, 50 page document than distilling it down. Because anyone can go on forever, but it takes. I think you need to have some sort of time under your belt, whether it’s a few weeks, or at least enough thought put into it maybe times the bad analogy. But I see a lot of companies that just they’re like, we need to build this brand, like to your point Gary Vee, we need to build this whole empire, I go, why not get your first 10 clients, your first 100, your first 1000, whatever the case may be, depending on the industry, but it’s like they’re just trying to break off this thing and be this take 20 what takes us 1020 years to develop in the first year or two. And it takes time to develop, I just feel.

Peter Levitan [7:34]
It’s good to have goals, it’s good to be aggressive, assertive, whichever word you prefer. On the other hand, you need to be a little bit patient. There are so many gurus on the internet right now. It’s not so much to get rich, quick, but it’s a side hustle. This is a new term for the past five or so years. Start a side hustle while you’re working for your company, and you know, get rich and make $5,000 a month and then you can switch over and you know, quit your job and start all over again. It’s not that easy. And the smart guys out there give you the tools. But they’ll also tell you this isn’t easy stuff. I’ve never seen anybody not work to get to where they are. And I think Gary Vaynerchuk is an example. I mean, just think of those two guys, Steve Jobs and Gary Vaynerchuk. Both very successful personalities. Both work very hard,it doesn’t come easy. That’s a song I think.

Mario Fachini [8:28]
Yeah. And to your point with the personality, because, again, instead of just focusing on the clients or customers going, how can we serve them better? which is part of your brand? You know, do you have a brand of excellence? Or do you have a brand of mediocre I mean, that’s a huge thing that goes into it, instead of actually selling, not selling, instead of just serving the clients and being known for a good service or something. It’s like, let’s do all these bells and whistles. I know one of the things with logo design and identity. You know, if you can’t do a logo in black and white, it doesn’t matter what colors you throw on it. Same with this. I mean, I get compliments all the time on the colors on the show, and this and that and I’m appreciative. Don’t get me wrong, I put a lot of time, energy and money into it. But at the essence, I could strip this whole thing down. And you can see it in the first 10 episodes, the content is still strong, and the essence of it is still strong. What would you say to someone who wants to bulk up their content and bulk up? They’re just their services? Where can we start? Like, you know if it was 100 years ago, and we didn’t have internet and all this other stuff? How did those companies succeed? What would you say to one of those companies that wants to just get right to the core?

Peter Levitan [9:44]
Well, I’ll say a few things. One is that content development is difficult to adjust even trying to develop content. So that’s number one. Number two today it’s very difficult to break through the clutter. The clutter is unbelievable. I mean there are just So many people trying to get your attention. You know, it’s very, very difficult. The question is, you know how to do it. And I think you pay very smart marketers to help you do that. That’s one of the reasons. I’m not gonna say I’m a super smart marketer, but it’s the reason I get hired. Content is interesting, because it can be accelerated, it can be reused. Again, I was talking to a client morning, they’re going to do a podcast, which can be turned into a transcript, which can be turned into a blog post, which can be put on LinkedIn, it can be cut up into videos that can create videos from it, we have to amplify what we do otherwise, you’ll lose your mind. I’m a one person operation, the agency I was talking to is 200 people, and even they have trouble. So I said, look, everybody, let’s all calm down. I’m not trying to do everything. But when you do something, how can we amplify it? How can we cut it up and put it into different programs? I didn’t invent this. This has been ongoing for a while. But it’s again, I think that people have to realize that they have to think strategically, and also start worrying about their time, because you know, you also have to do business. So it’s not just content. I mean, you have to make a living. It is complicated.

Mario Fachini [11:17]
I want to ask you, I don’t expect you to name them as well, you shouldn’t. But the 200 plus company, what are some typical issues you see with large companies such as that?

Peter Levitan [11:31]
Well, again, I’m like a, I always say to people, I’m like a cancer doctor. I mean, nobody comes to me if they’re super healthy, and they’re not sick. So the kinds of companies I work with are companies that want to accelerate and craft their business development strategy. And over time, well, I started out working for clients like General Mills, or British Airways, and so forth. Now I work with agencies, but all of us I’m sort of other companies are kind of sneaking in and asking me to help them. The greatest issue, I think is, the people at the top have to want to be sales oriented. You can make things but if people are not buying it, you’ve got a problem. So the issue with a lot of companies, I think, is they don’t make business development, one of their core strengths, they just don’t get it. And again, I want to be cautious. These are the kinds of people that come to me, they’re not coming to me because they’re healthy. They’ve got a problem, right?

Mario Fachini [12:28]
So it goes back to those core strengths that like you’re talking about, you can have all the bells and whistles in the world, but if you have a problem internally,it is just gonna think what is the implode?

Peter Levitan [12:39]
Yeah, I mean, look, it’s very simple. In general, most companies have the vibrations and the goals and objectives and the style come from the top. And I realized there are companies with, you know, 1000s of people, but still, I mean, we know who are the great CEOs, and they drive the company. And it works. And if the guys leading the company are not oriented towards and this is my world, towards sales, it’s going to be a problem. And you know, we see a thing with a lot of companies’ sales on one side of marketing is on the other it’s insanity. It really should be one group of people all trying to do what they wake up in the morning doing. And this includes people that want to start a one person internet business selling socks. I mean, this isn’t rocket science. It works and cuts across all types of businesses, one person to 1000 people sell stuff,

Mario Fachini [13:34]
What would you say is the difference between advertising, marketing and sales?

Peter Levitan [13:43]
Well said. that’s a very good question. Because to me they meld. Often, you’ll see in a company, the marketing people are the ones that do advertising public relations, get the word out, get the messaging out, think about the website, and so forth. And they’re over here, even doing pay per click advertising on Google, and they’re driving people to the sales group. And then you have this other group of people that are receiving incoming inquiries or leads. And sometimes there, both of these groups are not talking, they’re not talking about the same objectives, a sales guy gets a lead and goes, where did this come from? Why or why is this person contacting me? So the marketing group has to make sure that they’re aligned with sales in terms of the type of customer that they’re looking for? It’s not just getting leads, for example. It’s getting the kind of lead that makes sense for the company. So when they don’t talk, and I’ve seen this often, there’s a disconnect, and it’s a very expensive disconnect.

Mario Fachini [14:43]
And how much would you say, if you were to add $1 amount to that it could cost a company for just not having the communication or having that conversation?

Peter Levitan [14:55]
Well, there’s the labor cost. There’s a time cost, there’s an opportunity cost. These are the kinds of costs that you’re seeing. Labor is obvious, you have people getting paid a salary, and they’re let’s say, they’re not functioning at, I don’t know what the optimum is, let’s call it 80%. In terms of sales, they’re not selling the right stuff. And I think the opportunity, the loss of an opportunity is underestimated by companies. If there’s a market out there that you should be talking to, and selling to, and you’re not, and it’s relatively, it’s an easier than more difficult sale, then you’ve lost an opportunity. And that’s what a CFO, COO and CEO, marketing director should be aiming towards. Easier said than done.

Mario Fachini [15:40]
Very good expert authority insight, though, because if you’re not doing they could be you know, limitless like, you’re saying the opportunity cost is huge. But, again, I don’t ever like to lead people on and be like, yeah, do these three things, it’s going to happen overnight, to you to our point earlier, you know, keep it simple. But, you know, there’s no magic bullet, you know, like you’re saying right now, again, easier said than done. I’m glad you’re sharing the framework. But I’m also glad you’re…

Peter Levitan [16:09]
A part of this is figuring out which your audience ,your market wants to hear, again, it’s rudimentary, but I’ll give you an example. I’m talking to this company this morning. And I said, Hho can you own quote unquote, the category? How can you be a category leader in this one specific category that they’re working in. And my suggestion to them was to do low cost research, we can’t do you know, we don’t do a lot of man on the street research at the moment, mask on the street, that would not quite be as interesting as it used to be. But there’s a tool I push people towards, it’s called Google surveys. And you can use the Google universe, which is like almost everyone on the planet, to run surveys and research. And if it’s compelling research, your target market will want to hear it and pay attention to it. And they’ll be interested in what you have to say. And you can do that every month. So there are a lot of things going on there. I’m a huge fan of research, it makes a lot of sense. And people pay attention to it. And you can do it at a very low cost.

Mario Fachini [17:13]
That’s a great point. Because when you have those, when you have that research, when you have the numbers, when you have the actual facts, you can act on it. And it’s not just oh, I think someone would like this, or I think someone would appreciate that. You know, there’s a big difference from arbitrary to empirical.

Peter Levitan [17:30]
Yes. And, and we’re all starved for wealth, a starve for time. Yeah, I guess we’re starved for time where with so much going on, if somebody gives you something useful, you will pay attention to them, there’s a value proposition here, give people something that helps them and they will pay attention. I always used to say that if somebody wasn’t interested in my brilliance, then I would move on to the next customer kind of deal. But in most cases, you know, that’s just me. In most cases, people are interested in information that will drive their business forward, and they will continue to pay attention to you over the long haul, if you provide that information. So let me use you as an example. I think you’re close to 200 podcasts. Is that right?

Mario Fachini [18:15]
Just over now.

Peter Levitan [18:17]
Just over. Okay. I mean, that’s miraculous. I mean, that’s an incredible amount of information. And I’m sure you’re not doing this for your health, although talking to you must be a wonderful experience for you. You’re doing it because it’s a huge amount of content that people find interesting and valuable. And that’s how it works. So whether it’s a podcast or a blog post, or research, something that adds to the target market, to the recipient will return, will deliver a high return on investment. And that’s really what it’s about. That’s marketing, if you can have a high ROI, you win.

Mario Fachini [18:55]
I love that you’re sharing that great expert authority effect insight. And I want to ask you about your beginning, because how did you get in this? Why did you choose this over anything else you could have?

Peter Levitan [19:08]
Well, I journey you know, I’m not 27 any more. So my first job was as a professional photographer in San Francisco. And I had clients like Mondavi and MasterCard, it’s every magazine when I was in my early 20s. And I realized at that point, a couple of things. One, I didn’t want to be a photographer anymore, or sanitize, because I would not have gotten those jobs had I not learned how to do at least in those days, very early rudimentary sales. So my world has been at least three or four companies that I started myself. I also spent 16 years at the world’s largest agencies. So I know big corporate and I know how to start businesses. I can tell you that if you have the right product, the right time or the right service it works. Today I do consulting, because I sold an advertising agency seven, eight years ago. And people said, Hey, can you help me? And I said, sure, let’s do it. And I am to a certain extent a nomad, a digital nomad. I can work from anywhere. And I live in Mexico. But in the good old days, like it’s in January. I know we want to be timeless on podcasts, but it’s been a few months, people got an airplane. But I used to be able to work from any hotel room anywhere in the world.

Mario Fachini [20:32]
Yeah, and that’s the great thing about technology nowadays, you know, the last couple of decades. None of this is new. Some people approached me and they’re like, oh, my gosh, you’re you’re live streaming the show. I’m like, this is nothing new. We’ve watched the Olympics for how many years, it’s the same thing. But what’s cool about it is, anyone can be doing it now. It’s not costing $1,000 a second to broadcast it over 28 or 56k dial up or the early days of cable modems where you could barely get a one Meg file transferred. It’s limitless, what’s at our fingertips now, which I think is great. And to your point of working from anywhere, there’s no reason not to, I mean, as long as you can get the result. And you’re competent, you know, you can stay on a schedule and work with the team.I got team members for EA Interviews all around the world. I like looking for the best of the best people who are going to support and can capture that vision, not just, I don’t want someone who’s just going to punch the clock from nine to five at night. It doesn’t even resonate. It actually irritates my personality, to be honest,

Peter Levitan [21:44]
There are people and companies around the world that are working 24 seven, to help us give you a couple of examples. I get my transcripts done by a company. And while I’m sleeping, they’re making transcripts and podcasts. I have in the Soviet Union, and that helps me do virtual voiceovers. I type it into their application and it creates a computer voice.

Mario Fachini [22:17]
Oh, that’s cool.

Peter Levitan [22:19]
Yeah, they’re there. That’s an interesting come. I’m trying to think of their name. I can’t right now. If people listen to a couple of my podcasts, they’ll hear an AI voice talking. And it’s a day where I just don’t want to do the intro to the podcast. And I have these strange things and you can pick the language. Do you want an English sounding person and Australian sounding person? You could even do it in Russian, though, can translate into Russian, which is not necessarily a huge market for me. But it’s funky and interesting. And again, I’ll go back. I tried to be unignorable and it’s slightly unignorable. Tell me if you’d like me to mention one other thing, which is kind of funny.

Mario Fachini [23:00]
Oh, please, please don’t wait. We got time.

Peter Levitan [23:03]
Okay. All right. I work with a company and anyone can work with this company. I’ll name them Cameo, as in chemical. Yes. And you pay celebrities or comedians. I use a person that has delivered a couple of people actually have delivered videos to me. One is Donald Trump saying I’m fantastic. I’ve got a couple of those. I have Mahatma Gandhi from India, saying that Peter Levitan is fantastic and I just had someone do a Bharat piece. So I’ve got Bharat saying you should work with Peter Levitan. And these are 60, 70, $80. Now you can also I think, at Tyson to say something, that’s a different story. That’s borrowed interest, but I love that I can get impersonators to be Donald Trump who says I am the smartest person in the world, except also for Peter Levitan. McDonald, and as you know, a short period of time might be doing those as well to get him on cameo.

Mario Fachini [24:07]
When I heard about that, there’s, you know, I saw the entire cast of the office, I think was the very first people I got to add from Facebook or who knows where or whatever. But yeah, it’s funny when you can get any one. And again, not just being able to livestream, not just being able to work from anywhere, but you can literally get anyone in the world. It’s funny that it’s so easy to access them now. Because you can there’s all these social, a lot of them really are run by those people. Facebook pages or something different, but I found with Instagram and Twitter, it’s usually the person running doing it. And especially if they do live streams. They’re probably not hiring a stunt double to do their live stream. You know what I mean? They might have someone automating something on Facebook or LinkedIn, but I found with Twitter and Instagram, it’s pretty easy to cut through the clutter. Like you’re saying and with a cameo, there’s all the people that you know, 20, 50, 100, 200 bucks or whatever, and you get access to them. That’s miraculous, you’ve never had that ever that I can think of, I remember writing actual letters in the mail, back in the day from people in the 90s that I saw on TV and what you know, this was writing them letters and stuff. And it’s surreal now that some of them are on the list to be on the show, and I’m half wondering if they ever got it, because I was reaching out to people 20, 30 years ago, and it’s just cool. Now you don’t need to go through all those hoops, but you can still get access to them.

Peter Levitan [25:42]
I’ll say that one of the most underutilized tools in 2020, 21. Moving forward is mail. And we can kind of get worried and say, Are people getting mail if you send it to their corporate headquarters, but it is getting forward, getting a letter now a number 10 envelope with a stamp on it, to me that kind of looks personalized. It’s like a Christmas present.We’re so digitally oriented, that if you can break the mold, and send something to somebody, I use a company in the UK that creates sort of mini newspapers for me and I use it actually for my sort of photography. And when I go to a place like India and photograph people I make a newspaper out of it and send it to them. You could use this for your sales program. The goal is just to know how you can be different because the problem with things like blogs, and I started very early is that when I started people, I will find it’s very difficult now to get found. Because it’s just this, the amount is overwhelming.

Mario Fachini [26:48]
Yeah, like you’re saying all the clutter out there.

Peter Levitan [26:50]
On paper. Yeah, so does paper. No one’s gonna be paper. Send them a present. If Christmas is coming. You know, I think…

Mario Fachini [27:01]
One of the things I tell my author clients and audiences, whether they have a book or not all the more reason to do a business book. You can send it in the mail, and they can physically hold it in their hand. You can write a note in it. I mean, if you’re going to pay for direct mail pay for copies of your book. I mean, that’s a huge one.

Peter Levitan [27:23]

Mario Fachini [27:24]
Handwritten letters are also huge.

Peter Levitan [27:26]
I don’t think anyone… Yeah, go forward, send him a T shirt. You know, be creative. We know that there are companies that make the New York word “ tchotchke you know little things come in the mail with your logo on it. Those breakthroughs and they used to break through I think their breakthrough even more now because people are not getting things. I mean, it’s just all the only thing people are getting is almost like a joke is takeout food.

Mario Fachini [28:02]
Yeah, I’m glad you’re talking about this because so many people forget it.

Peter Levitan [28:05]
Forget that you can actually get the lift. Again, I want to say it’s like any Christmas presents. Who gets mail? I mean, it’s so weird, you know, you get your ballot in the mail. Okay, now, let’s get past that. Everybody we know that works when most of us think it works. And now let’s send something else. I mean, just try to break the mold, even if you’re a small company, and all factories make lead paper. I don’t know if they make lead pipes anymore. They make pipes. You can break out of it does work.

Mario Fachini [28:46]
Absolutely. I’m really glad you’re mentioning this, because everyone was doing everything physically. And then it was like, email came out 20 some years ago, whatever 25 don’t fact check me on whoever’s listening, but catch the concept. You get the email, and then everyone’s like, oh, my gosh, it’s so much cheaper. So they stopped doing the direct mail. And everyone’s like, oh, you know, emails not working anymore. So send something. And the cool thing is no one’s doing a very small percentage other than us doing direct mail. It’s a wide open playing field. Like you said, who gets stuff in the mail anymore? And if they do it some stupid advertisement a bill or that’s basically about it. You send them something good in the mail. I mean, why do you think Amazon’s doing so well? Oh, good,my orders here are some fun stuff.

Peter Levitan [29:37]

Mario Fachini [29:38]
Let’s make the mail fun again.

Peter Levitan [29:41]
I was talking to a client this week. And I told them that I had done some research on positioning for my company, what’s the next thing we should talk about? And I used there I wanted to do the research and ask the market what they thought and let’s say I had 50-50 potential clients on my list, right? And that’s important to have a good tight list. We sent them a paper and a digital questionnaire and told them if they answered they would get an Amazon gift card. Very simple.

Mario Fachini [30:12]

Peter Levitan [30:15]
And you know, what everyone, because it was as much research as it was business development, everyone got an Amazon gift card. Everybody was a winner, because I wanted those 50 people to love us. And as it turned out, we got Harrahs Casino as a client. Because the client, we said to the client, thank you, the the marketing director, thank you so much for answering our questionnaire, your gift card. And she called me up and said, who are you? Who are you people? So that was just one very specific example of breaking through clutter and getting my agency allows because a casino was a client. And I love that story, because all it took was a $10 amazon gift card. And I got to talk to the marketing director of Harris, who said, who are you, works?

Mario Fachini [31:01]
Wow, that’s a great story. Well, I have one more question for you before we thank our sponsor, and come back for the imperfect action round and still with the Wheel of Whatever. So we’re gonna see where this thing ends up today. Alright, so my question for you is what is a company you would love to work with that you haven’t yet?

Peter Levitan [31:28]
I’ve never sold cars. So I think the idea of selling cars is interesting. Because here’s why one they spend money. Two, they have to try to create some form of us to certainly differentiate up Ford Bronco in the 70s. It’s now probably worth $150,000. Everybody wanted I should say everybody wants to form or just relaunched the bronco. And I think it would be just fabulous to sell it, I think to actually to a certain extent that they’ve sold out because the market wants it. So marketing products that sell out is its own unique problem, right? You know, because you want to make sure two years from now. So I’d love to sell Ford Broncos. Plus I’d get one for free.

Mario Fachini [32:17]
That would be great. And I did notice that they just did bring them back. And I remember those from years ago. So it’s interesting to see what disappears, then comes back. And to your point of the personality and the brand. I don’t think the bronco or Ford Nessus, Henry Ford is the personality that strikes out to me, but that was 100 some plus years ago, but the brand of the bronco even when you take it away I’ve noticed when companies take it away for whatever reason, the customers just they’re like, absolutely not. We’re not having this. You got 12 months to bring it back basically kind of thing.

Peter Levitan [32:56]
Right. Well, the Bronco, they messed it up, you know, they took this great looking box, and then they turned into they wanted to make it a little bit sweeter and nicer. And if you think about the bronco brand, unfortunately, one of the essences of the bronco brand is O.J. driving from the police or you know the chase on the highway for hours for those of you and if you don’t know what I’m talking about oj in the bronco. Just go go search on YouTube, O.J. Simpson in his Bronco for an hour and a half driving down the LA freeway. I’m not sure that was a good commercial for the bronco. Branding sometimes happens to you as they say it just happens. I won’t say the word but it happens. So life can be like that, right?

Mario Fachini [33:42]
Absolutely. Well, we’re gonna thank our sponsor, we’re gonna come back for the Imperfect Action Round.

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Mario Fachini [35:20]
And we are back with the Imperfect Action Round. Peter, are you ready to take imperfect action?

Peter Levitan [35:26]
I am so imperfect.

Mario Fachini [35:28]
Alright, these are 60 second or less answers. I got a couple questions for you. The first one is what is the fastest path to the profits?

Peter Levitan [35:40]
Well, I hate to say this, but controlling your costs. I mean, it sounds insane. But I would say one of them is controlling costs. And the other is saying something that is more unique and interesting than the next guy. Cuz you’re rarely alone. Even if you sell socks, you know, there are companies that make a lot more money than others have cool socks, I’ll use that as a metaphor.

Mario Fachini [36:05]
Nice. Number two, what is the biggest problem you see your prospects making and the fastest way for them to fix it?

Peter Levitan [36:12]
Well, it’s getting the attention of your market, whoever you are, and that is a problem that many, many people just cannot solve. So I suggest, some of the solutions are, as I mentioned earlier, solutions, skim ideas, actually, that one, you know, spend a half a day looking at what everybody else does to the success of the successful people and steal from them. There’s a great book I love called Steal Like An Artist. I’ve been doing that for years.

Mario Fachini [36:43]
All right. Number three, what is the best way to maximize customer lifetime value?

Peter Levitan [36:51]
Well, you used the word earlier. And I know there are critical problems with email. But if you have an email list, and you can mark it out to them, obviously you can do things on LinkedIn. And there are other tools, but I am still a fan of email marketing, I may only get 20, 30% opens when I send out an email. But that still 20 to 30% of the few 1000 people that are on my mailing list and it works.

Mario Fachini [37:20]
Excellent. You had mentioned one, but feel free to mention it again with any others. What are some books you’d recommend to an expert authority world that have made a difference in your life?

Peter Levitan [37:31]
Well, I would say that. Here, I’ll make it simple for people because my list would be credibly long. Go on Amazon search on business books, I would say to people spend two or three hours trying to resolve a question. So while I can tell, I could probably name a bunch of books. If my brain worked. And if you know, I wasn’t thinking more about cocktail hour than books the moment I’d say go online. And for example, just search on best B E S T search on best business books. The word best is a great one, best car, best book, best everything, best movie, best Netflix series. It’s a great word. And there are so many people that want to tell you what is best. But I would say, search on Amazon because Amazon will, you know, essentially deliver a quantitative look at whatever subject you’re trying to figure out. Alright, by the way, side note, I know he’s sort of strange these days. But I’m reading the Biography of Woody Allen. Just seeing how Woody went from nobody in Brooklyn to making movies is very interesting. I think creative books, books about creative people that make it are in some cases, some of the best business books.

Mario Fachini [38:56]
Excellent. Well, I appreciate you for sharing that insight. Where would you like people to learn more?

Peter Levitan [39:04]
Well, I tried to keep life simple. My website is called PeterLevitan l e v i t a n.com. And I’ll tell people that I’m putting something up in a couple of weeks, which is a guide. And you know, you’re the last person that needs to hear this as a guide to how do you do virtual meetings and sales calls? And because I get asked this question a lot. So I’m interviewing four experts, including a neuroscientist about how the brain works on zoom.

Mario Fachini [39:33]
Oh, interesting. Yeah, there’s so many people that, you know, zoom has been around for ages. It’s going to be around for ages. And it sounds like a great resource because so many people use it nowadays, but it’s not going anywhere. And unless you’re in video. I don’t think you’re going to be looking at it as the way you could be because if you’re using it as a conferencing thing. People are just like as long as they get a signal and they get a picture, they’re like, oh, I’ve mastered it. And any type of live stream software, any type of web conferencing, any type of anything video related is so much more than that. They’re just conduits. So I’m glad you’re making that available.

Peter Levitan [40:23]
Well, the other thing, I didn’t say this earlier, people should write books. And you know, as you’re the man so you can help people do that. And you’re not going to write a business book to make money selling the book, but you’ll make money using the book for sales. You can quote me on that.

Mario Fachini [40:43]
Well, I appreciate it. And I just might add, it doesn’t hurt that it’s getting recorded live stream. So thank you for that.

Peter Levitan [40:52]
Cool, my pleasure.

Mario Fachini [40:54]
All right. Well, I’ve enjoyed this. Thank you so much, Peter. I hope you enjoy the rest of your day. And thank you for sharing with the expert authority world.

Peter Levitan [41:05]
I appreciate it. Thank you very much for having me on.

Mario Fachini [41:07]
Alright, expert authority world. We have another great episode here today. I’ll see you tomorrow. Have a great day. God bless.

Sponsor – Free Business Book Publishing Course [41:15]
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