Wayne Mullins is the founder and CEO of Ugly Mug Marketing. Over the past 20 years, he has scaled multiple companies and helped hundreds entrepreneurs do the same with their companies.. Ugly Mug Marketing has won the praises of some of the leading influencers in the business world, such as, Chris Voss (New York Times Best Selling Author of Never Split the Difference), Neil Patel (Founder of QuickSprout & Kissmetrics), and Ari Weinzweig (Co-Founder of Zingerman’s). Wayne’s work directly influences more than one hundred thousand entrepreneurs annually through his blog, books, and training programs. Wayne has personally worked with clients in over 100 industries – from every corner of the globe. And through his books and training programs, Wayne directly influences more than quarter million entrepreneurs each year.

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

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Resources Mentioned

Books Mentioned

Principles | Ray Dalio

Who Not How | Dan Sullivan and Benjamin Hardy

People Mentioned

Dale Carnegie

Zig Ziglar

3+ Expert Authority Insights™ To Apply Now

  •  It’s obviously easier to resell people who already know you like you and trust you.
  • The higher price or the higher ticket items that you have, the longer that process is going to take.
  • You’ve got to know your ideal customer so well, that you could literally write a page from their journal. 
  • Revenue and profit , when we use those two words are actually communicating to probably two different audiences.
  • All business problems could be solved, if business owners would just spend an hour a day, truly trying to understand the problems that their customers are facing. 
  • The more you have exceeded expectations, the more hoops they are willing to jump through to share on your behalf. 
  • It’s impossible to exceed something if you don’t know what it is, you’re exceeding.


• 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™

[35:55] Who was a person and or company and or both that you would just love to work with, that you can help them with their marketing?

What You’ll Learn In This Episode

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

[1:00] Sponsor – Free Business Book Publishing Course

[1:43] Why do people struggle with marketing?

  • People don’t understand the difference between marketing and advertising
  • Marketing is the ability to both attract and to keep a customer. 

[05:02] Natural Progression

  • Natural way that every single human being makes buying decisions, and possibly becomes evangelists for a brand. 
  • When you create evangelists, you bypass the entire stranger portion. Because what happens, all of these evangelists go out and tell their friends about you.

[12:29] Identifying the ideal customer

  • Look at your perfect customers that exist now.
  • Use the kind of the pareto principle, the 80-20 rule.
  • Look for the common characteristics of the 20% of your customer

[18:31] Things you do to make customer stay for years and be an evangelists of your brand

  • We as marketers, as business owners, must fight this constant battle to always go out and find the next new customer.
  • Make a list of all the things that your customers can and should reasonably expect from your product or service.
  • What are some specific ones besides each of those that you just listed, that we could take from there expectations, and exceed those expectations.
  • Create tools that make it easy for our new evangelist to go out and tell their friends about us. 

[35:55] The Wheel of Whatever

  • Who was a person and or company and or both that you would just love to work with, that you can help them with their marketing?

[37:17] Let’s Thank our Sponsor, Free Business Book Publishing Course

[37:37] The Imperfect Action Round.

  •  I would say clearly understanding your customer avatar is the fastest path to the profits.
  • The biggest problem is confusing marketing and advertising and not devoting enough time to playing the long game and converting customers into evangelist.
  • Understanding your customers needs, their desires. Because when you do that you can open yourself up to whether that’s cross promotion of other products, whether that’s developing additional product line service lines to meet and fulfill those needs of your customers and clients.

[40:14] Wayne’s Book Recommendation

[43:11] Sponsor, Free Business Book Publishing Course

[43:44] www.EAinterviews.com

Episode Transcript

Read Full Transcript

Wayne Mullins [0:00]
Hey, this is Wayne with Ugly Mug Marketing and you are listening to EA Interviews.

Intro [0:05]
EA interviews, Episode 231 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]
Do you want more likes? Do you want more interaction with your social media? Do you want your marketing to actually work once? You know in your lifetime, because there’s that old saying of I know my advertising is working, but I don’t know which half? You know, I believe that was from Ogilvy 50-50. Marketing is something that is absolutely crucial and needed for your company. But do you have a grasp on it? I’m excited to have the CEO and founder of Ugly Mug Marketing, Wayne Mullins on today’s show, because we’re going to be talking about the only thing that really matters. And that’s the results. I’m going to bring them up right after we thank our sponsor.

Sponsor – Free Business Book Publishing Course [1:00]
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 [1:15]
Here he is. Ladies and gentlemen, Wayne Mullins. Wayne, how are you feeling today?

Wayne Mullins [1:20]
I’m great. Mario, thank you so much for having me on.

Mario Fachini [1:22]
I’m excited for you to be here. Because marketing is one of those things I feel that everyone knows they need. But no one really knows what they’re doing. Unless you know what you’re doing. Would you agree?

Wayne Mullins [1:34]
I do agree. It’s such a simple concept yet so profound. At the same time.

Mario Fachini [1:39]
Why do you think so many people struggle with it?

Wayne Mullins [1:43]
You know, Mario, I think honestly, big part of the struggle has to do with the fact that most people confuse marketing and advertising, they really don’t understand the difference between the two. And so until you understand the differences between those two things, you can’t do either of those successfully.

Mario Fachini [2:01]
I want you to tell the expert authority world, what is the difference between advertising and marketing?

Wayne Mullins [2:06]
So advertising and marketing, the differences would be this advertising is merely one small piece or one component of marketing. And when most people think of marketing, they only think of advertising. But we at Ugly Mug Marketing kind of like to define marketing as a very simple definition. But your ability to both attract and to keep a customer. That is it in its simplest form, it’s those two functions. But when you hear that definition, most people don’t think of that last half, right? They don’t think about the keeping part, as actually part of their marketing. And they only think of the attraction side. So once you get clear about those two things, that both attracting and keeping everything else then can get easier.

Mario Fachini [2:52]
What’s the importance of keeping them and not just getting them?

Wayne Mullins [2:56]
Great question. And it’s obviously easier to resell people who already know you like you and trust you. And when you keep a customer. And when you do it correctly, what we would say is we can turn those customers into evangelists. Evangelists for our brand, evangelists for our product, evangelists for our service. And when your marketing is working correctly, and all in unison, and all kind of under one strategic thing, part of your marketing plan will be some very specific ways that you can convert customers into evangelists for your brand.

Mario Fachini [3:33]
So you’re not talking, you’re not just talking about taking a transactional approach and saying, Hey, we got one, we’re good. You’re talking about finding the right people, keeping them and then having them essentially do the marketing for you.

Wayne Mullins [3:48]
That’s absolutely it, Mario spot on. That’s it. All too often. I think that, as entrepreneurs, as business owners, or even as marketers, we get in this cycle of our job is to find the new customers, bring the new customers in, and then it’s the fulfillment team, to you know, take care of those people. And we’ve moved on to finding the next new people. And I think if we will kind of shift our mindset away from just the attraction side, but into the keeping side, and we begin working with the fulfillment team, we begin working with everything that happens post sell, we can engineer some very specific things to actually do what you just said, turn those people into basically advertisers on our behalf.

Mario Fachini [4:33]
Are you open to sharing some of that because I would love to know what you can do once you get someone because there’s 1,000,001 different ways to help. I would like to say help someone, not just get them and I want to dive into that. But once someone does have someone and they’re like, hey, we chose you, we trust you. We know you, we like you, we want to go with you. What would you advise someone to be doing to keep them longer term instead of just you know transactional?

Wayne Mullins [5:02]
Yeah, so I’ve got a few specific things I’ll mention. But first, let me kind of step back one step, just so we have full context on how we actually get here. And so we use this term called the natural progression. And what the natural progression is Mario is it’s the natural way that every single human being makes buying decisions, and possibly becomes evangelists for a brand. So the way we explain this is if you think of an old analog clock, so a circular clock hanging up on the wall, it’s got the our hand, the minute hand, the second hand, and at the very top, you’ve got the 12 o’clock position. And in the 12 o’clock position, you have what we would call strangers, those are people that you and I believe may be a good fit for our brand. Okay, at the three o’clock position, we have friends, so those are people that at least know about us at this point, they like us a little bit. And then at the six o’clock position, we have customers, that’s the point where the wallet comes out of the pocket, they hand us the money, we fulfill the service, or we deliver the product to them. Now, for most people, again, we just talked about this, but that is kind of the end of the marketing cycle. For us, we like to teach that over here the nine o’clock position is where you have an evangelist. Now, here’s the beautiful thing about this. When you create evangelists, you bypass the entire stranger portion. Because what happens, all of these evangelists go out and tell their friends about you. So that is the natural progression. And the reason I say that it’s the way that people naturally flow through this process is because it really leans very heavily on some kind of human psychology, it leans on selling. And what I mean by that is, when someone’s a stranger out here at the 12 o’clock position, what we have to do to get them to become a friend is they have to know about us common sense, right?

Mario Fachini [6:56]
That’s where some of that advertising might come in.

Wayne Mullins [6:59]

Mario Fachini [7:00]
That’s just out there. Just so you know, so people know you’re out there.

Wayne Mullins [7:05]
Yep. But again, keep in mind, when we think of the natural progression, we think of this frame, the way we advertise to people in these different positions will change based on where we’re trying to move them. What we often find is that people expect too much from their advertising. And what I mean by that is they believe that they can run, go put up one Facebook post, run one campaign, run one radio spot, and magically move people from strangers all the way to customer evangelists for them. And it just doesn’t work that way. So we’ve got to first get them to know about us and get them to like us a little bit. And now their friend, right. They’re interested in what we’re doing. And they’re curious to learn more. Now, the next step to move them from a friend into a customer is one big element. And that is trust. So if you were to think back through your marketing and advertising, the question then becomes up here moving strangers to friends, I need to put things out there that will get people to know about us, which we would recommend starting with customer avatar, right? Yeah, you may be familiar with that. But building out who are the strangers out there? Who are our ideal customers that we believe are out there that we could reach? And then once they become friends, the next step is how do we move these friends? How do we build that trusting relationship so that they believe our product or service, our company, our brand, will actually deliver more value than they get when they pull out their wallet and give us those things? So what yep, go ahead.

Mario Fachini [8:36]
What would you say is a realistic timeframe to move someone through all thes? You got me thinking? I love the clock analogy. You’re moving through it and everything. What is a realistic timeframe to be doing some of this? Because you’re saying people expect too much from their advertising? They’re trying to move on through too quickly. I realize it probably isn’t two, three years. In most business cases, maybe it is, maybe it’s not, but I doubt it takes that long for most companies, especially now. But what would you say is a realistic timeframe or it’s like, can you get them through in a few days, a week, a month? quarter?

Wayne Mullins [9:15]
Yeah, great question, Mario. The answer is it’s going to vary based on industry and the product that you’re selling. And as a general rule, this is not an absolute, but as a general rule, the higher price or the higher ticket items that you have, the longer that process is going to take. Moving strangers to friends, and then friends and the customers. The higher ticket price, the longer that transition takes place. But I think a key distinction is that when you think of your individual advertising pieces and components, you begin thinking, okay, this ad the sole purpose of this ad, is to build trust, right? So we’re communicating to friends, people who know about us, we want to build trust so that we can move them from being a friend into pulling out their wallet and giving us some money. And so it enables us to begin thinking through pieces and components of our advertising in very specific ways. So if my goal is to build trust with someone, I can then tailor my messaging. I can then think through what type of creative should I even be using to move people from that friend into the customer?

Mario Fachini [10:23]
How well do you think people are doing the advertising versus the messaging?

Wayne Mullins [10:29]
Yeah, I think all too often, it kind of gets, I’m here in Louisiana getting thrown into this one big pot, kind of all mixed together. Like we would call gumbo down here, you know, it’s a bunch of ingredients thrown in together. And then we hope that it actually works. And that gumbo tastes good. But the reality is, you have to be strategic. And the very first step in answering that question would be until you are crystal clear about your market, you have no chance of getting the messaging right, until you really understand the pain points, the struggles, the desires. I heard an exercise once that you’ve got to know your ideal customer so well, that you could literally write a page from their journal. In other words, you’ve got to be in their mind so deep, that you understand the things that wake them up at night. Once you do that, the messaging then gets super, super simple, because you can speak directly to them where they are.

Mario Fachini [11:30]
And that’s the avatar you were talking about, or I referred to, as you know, for someone that doesn’t know the term, your ideal customer, your perfect customer, something like that, basically, you know, what is the model of the person that you’re looking to talk to?

Wayne Mullins [11:48]
That’s exactly it. You’re correct.

Mario Fachini [11:51]
So now I have a new question. Because I do want to get in I appreciate the context, because this is just I love the watch analogy, the clock just I’ve never heard that before. That’s fantastic. I do want to know what you recommend to keep people longer term. But now you got me wanting to ask, how do you find the avatar? How do you narrow it down to the point where it’s not just oh, we help everyone? Oh, my gosh, if I hear that one more time? What do you do to help people narrow it down? Because I know everyone’s at different spots. And I’ll be nice, I’ll let you go.

Wayne Mullins [12:28]
Now you’re good. What I would say Mario is this that, you know, when we think of figuring out who that avatar is, or who that ideal customer is, all too often we kind of brush that aside is like this touchy feely exercise, that really doesn’t mean anything like obviously, we need to sell things, we don’t have time to go figure out who’s this typical fake person that we’re trying to reach. But what I can tell you is this, that we’ve now worked with hundreds of companies, hundreds of industries all across the country. And I can tell you, without a doubt, when the business owner, when the marketer takes the time to actually go through and identify that person, it radically transforms everything else that takes place, it makes it so much easier every other step of the process. So that’s my encouragement to those watching those listening to take the time, it’s worth the investment. But the answer to the question is this. Look at your perfect customers that exist now. So if you were to take 100% of your customers, you were to pick out the 20%. So we’re using kind of the pareto principle, the 80-20 rule, the 20%, who you absolutely love doing business with, they love buying your product, they love your service, they tell their friends about it. What are the common characteristics of those people? Do they live in the same area? Do they watch the same TV shows? Do they drive the same type of vehicles? Do they all have similar careers? In other words, are they all in a certain career path? Are they married? Did they have children? You literally go through and you ask yourself all of these questions. And what we’re looking for are the common characteristics of those people.

Mario Fachini [14:14]
You know, you got me thinking, why is Google, Facebook, YouTube, all of them so successful? And it’s because we’re giving them so much information? They know everything about what we like, every single preference. And it sounds like the majority of businesses out there. They don’t even want to find, I mean, you just named 10 or 12 different data points, if you will, where do they live? What do they drive, you know? You know, if people aren’t willing to figure out five to 10? I mean, is there a number you strive for, like, hey, let’s see if we can figure out 25 to 50 different things so that way we can, again, I see it as better serving them because if you’re running an ad that says increase your revenue. Well, I personally rather increase my profit, along with the revenue. But those are two totally different things that one word changes the whole game, as well as every other word you use in your marketing. So I look at it as actually a disservice. If you’re not going that deep with them. It’s like maybe there’s something you don’t know about. Maybe there’s something they don’t know about that you can help them with. You just never had the conversation because they see you as a when really, you have complimentary services.

Wayne Mullins [15:32]
Yeah, no, you’re spot on. And what’s so interesting about the analogy, or the example that you gave Mario is that you mentioned, revenue versus profit. And if we think of those two things, more often than not, when we use those two words we are actually communicating to probably two different audiences. And what I mean by that is, if you were to sit down and you were to run an ad that says, I can help you grow your revenue, that’s going to be appealing to probably people who are maybe newer in business, and who aren’t really thinking all the way through to the bottom line, right? Now, if the other side, you say, I’m gonna work with entrepreneurs or business owners and help them increase their profit margins, you’re now speaking to a slightly different audience, because those words resonate in different ways with those different perspective audiences. So it’s a very great example of when you understand the audience, it even goes down to the specific words you use in each of your advertising pieces.

Mario Fachini [16:33]
Yeah, there’s this great video that I’ve seen. I’m sure you’ve seen it, too. It’s with the blind man in the sign.

Wayne Mullins [16:41]

Mario Fachini [16:41]
You know what I’m talking about? I’ll actually put a link in the show notes on EA interviews when this is all done. But for anyone listening right now that you don’t know, watch the video, click the link on the show notes page for this episode, I’m not gonna even ruin it. Because you need to watch it and grab some tissues. I’ll say that. So that’s fair. So now that we have some context for this, I totally just didn’t say anything about that. I’m like, wow, I thought I was going to expand, but it’s really best to watch it. So now that we have some context about this, what are some ways you would advise someone, okay, you’re getting them in? They like you? What are some of the things you do to expand it, so they fall in love with you for years to come and get them, turn them into those evangelists that tell their friends about you? Because I’ve known a lot of people that do marketing and this that the other thing, and it’s like, it really is more focused on just the front end. But the truth is, it’s always better when you’re going long term, at least eyesight, it’s why I tell my clients and advise my audience.

Wayne Mullins [17:52]
Yeah, absolutely. I mean, I have no doubt that, if you look around and kind of just survey, even the brands that everyone is watching or listening, that you interact with on a regular basis, chances are the ones that you are the most passionate about, the ones that you’re willing to tell your friends about. They have done some very specific things, probably some intentionally strategic things, to help turn you into an evangelist for their brand. So step one, to answer your question. Step one is, we as marketers, as business owners, must fight this constant battle to always go out and find the next new customer, right? It’s an internal mindset perspective. And we have to work on ourselves to shift that mentality that, you know, it’s not about always finding the next one, it’s about getting the current ones to fall in love with us. I don’t remember the exact quote. So I’m going to roughly paraphrase this, but I believe it was Dale Carnegie, who originally said that all business problems could be solved, if business owners would just spend an hour a day, truly trying to understand the problems that their customers are facing. And so that is really what it’s about, when we truly understand the challenges, the problems that are customer facing, we can then say, Okay, how can we align ourselves? How can we align our products around those things? Now, how do you actually create evangelists? Well, step one is you’re not going to create an evangelist. If they merely like your product, your service or your company, they have to love it. So the very first exercise besides getting your mindset right, that it is a long term, long term game, and that it’s about more than just the sell is this. Sit down and make a list of all the things that your customers can and should reasonably expect from your product or service. So in other words, you’re selling a product, sit down with a piece of paper and write down all the things that that customer can and should expect from that product or service. Step two is, what are some small ways to each of those items on the list that we could one up this? In other words, what are some specific ones besides each of those that you just listed, that we could take from there expectations, and exceed those expectations. So it’s literally looking for little tiny things that can be engineered into the process, that create the love, it’s that attention to the detail of, I understand you, as a customer, I know why you bought our product or service to, you know, either solve this problem or to help you get something that you’re after or for enjoyment, whatever the thing may be. And we understand you so much that we’ve also engineered into this process, some additional things that are unexpected things that are gonna go above and beyond what you expected of our product or service along the way. So that’s the next step in the exercise. And then the final one is this. And this is one that there’s a lot of simple, great examples. But we often again, we’re already back looking for the new customers, we ignore this. And that is we have to create tools that make it easy for our new evangelist to go out and tell their friends about us. So those are the steps, I would say there’s kind of three. One is the mindset two is making a list of what’s expected versus how to exceed those expectations. And then three, making sure we have tools that make it easy for them to share.

Mario Fachini [21:38]
Well, I appreciate you for sharing those. And I really like that last one because I not I don’t know any other CEO or business owner or anyone trying to help people that isn’t looking for referrals. And I’ve seen people put on whole seminars just on referrals. But it seems like so many just missed the ball with it. And then other companies who aren’t trying to push it, it’s just like clockwork, and when you’re saying make it easy, I mean, there’s a classic call to action. You know, everyone’s saying, hey, share my stuff, you know, especially with the show, like show, like, subscribe, click here, sign up. It’s like holy smokes like did you even like the episode? The first 30 seconds, they’re asking them to do all these things, you gave them no value, it makes no sense to me, but the call to action. Now they do like you but is it easy to share? That’s brilliant.

Wayne Mullins [22:31]
Yeah, that’s it. You see it often now with a lot of e-commerce sites. So as soon as you check out very often there will be a pop up that says, hey, share this with your friends and get whatever it is 15% off your next purchase. That’s a great example of you can visually see how that process works. But the question then becomes for other businesses, what are some ways that you can engineer that, right? So if you’re not an e commerce company, what are some things that you can do that make it easy for others to share? So let me just give you one example that we do. And the reason I’m giving this example is not because we’re doing something remarkable or great, but it’s how we as a service provider, created a way that makes it easy for people to share. So when we work with someone, and we build them a website, that process for us, usually is a six to eight weeks, six to eight week process. And when we get done with that process, by that point, they should absolutely love what we’ve created, they should be excited about what we created. But the question becomes, how do they actually, you know, tell their friends about this wonderful new website. So one of the very simple things that we do is we actually create a post on our Facebook page that says, We’re super excited for our friends over at x, y, and z on their brand new website, you can go check it out here. And then what we do is we spend a little bit of money promoting that. So now we have all these people commenting and liking the posting, that’s a beautiful website, congratulations to them. And then it gives them literally they can click one button and share that to their social media if they choose to. So that’s one example of one little tool that is kind of indirect, right? It’s not in direct correlation to the product they bought necessarily, but it gives them an easy way to share.

Mario Fachini [24:26]
And it sounds like you’re putting some ad spend behind it too.

Wayne Mullins [24:32]
Yep, just a little bit. 10 bucks.

Mario Fachini [24:34]
Okay. Have you ever done press releases?

Wayne Mullins [24:39]
We have. Yep, absolutely.

Mario Fachini [24:42]
I’ve used those with my author clients when their book launches. And that’s another way that I wholly recommend, advise, do it. Now whatever word you want to use there. But yeah, that’s great because when it’s on Facebook or on Instagram or on anything, the ability to share it, I’ve noticed even the apps are making it easier to share their own stuff. It used to be like Click, click, click. And I think after two or three, it kind of gets cumbersome, even though you’re literally talking the difference of two seconds versus five. People are just conditioned, would you say? Where do you think the break off is? Do you think people are willing to do five or 10 steps?

Wayne Mullins [25:33]
The answer is yes, maybe. And what I mean by that is, the more you have exceeded expectations, the more hoops they are willing to jump through to share on your behalf. So, you know, one thing that that’s super interesting to think about, as we think about exceeding expectations is this, that expectations are an escalator. So what I mean by that is, if today, we are exceeding expectations by sharing on Facebook, and making a big deal about launching a website, at some point, that becomes expected by every new client who signs with us. So now we’ve no longer exceeded expectations, that has become the expectation. And so, over time, expectations are always moving down the escalator. And so if we are going to create evangelists, for our brands, and for our companies, we must constantly be moving back up the escalator, knowing that today the thing that exceeded expectations tomorrow will become the expectation.

Mario Fachini [26:40]
That’s brilliant. Is there anything you do that you don’t tell people about like a surprise? So that way, it doesn’t become part of the just normal, everyday expectation?

Wayne Mullins [26:58]
Yeah, absolutely. So again, when we think about exceeding expectations, we don’t have to think of like, grandiose, massive things. The best ways to exceed expectations are in the little thing. So I’m just gonna throw out a few things that we do, because I hope that either people can take them and run with them and use them, copy them, or it will inspire other ideas. So when someone comes into our office for the very first time, so maybe they’re coming in to meet with our salesperson, we have a little chalkboard sign that goes out front, and we write on their welcome, and we put their name. So as they’re walking down the sidewalk coming into our business, lo and behold, there’s their name on the sidewalk waiting for them. Another thing that we do is we do a kickoff meeting. So they’ve already signed on the line. They’re an official client of ours. One thing that happens is, we actually send them a goodie bag, and it actually comes from not far from you, Mario up in Ann Arbor, Michigan over from Zingerman’s. We send them a big Zingerman’s goodie bag. So they get that unexpectedly. And then when they do come in for their kickoff meeting, one of the things that we do is we will actually, prior to that meeting, we will kind of in conversation, ask them, what are some of your favorite snacks? What is your favorite candy? When is your birthday, so we kind of run down these lists of questions. And then when they show up for the kickoff meeting, we have their favorite snacks, we have their favorite candy, we have all of that waiting for them at the kickoff meeting. Another little simple thing that we did is we have one of these wheels, kind of like a wheel of fortune. But that’s what’s that word vertical, not horizontal. I get my directions mixed up here, you understand what I’m saying? And on the wheel, we wrote down some prizes, like, you know, a $25 Starbucks gift card, a $25 gift card to a local restaurant. And so there’s like eight or nine different things on this wheel. And at the end of the meeting, they get to spin the wheel and they win whatever they land on. And so sure that costs us a little bit of money. But what it does for them is it creates an experience that they will never forget right? How many business meetings have you been to where you’re working with someone and you go in and there’s all your favorite food laid out for you. And then you can spin a wheel and win something right? It creates a remarkable experience for them.

Mario Fachini [29:29]
That is fantastic. And I’m glad you’re doing it with people in person because when I first started when I first went full time in business, I was giving all my clients gift gift albums they could pick out you know, whatever they want from it and there was 50 to 100 different gifts in there and the albums were anywheres from 25 to 100 bucks depending on what was in it and they loved it. I love the idea of getting their preferences before they come in. And then when they come in, they’re just like, How did you know? And as you may have seen on the form, I actually added people’s birthdays on the form for the submission, the application even beyond the show, because exactly what you’re saying.

Wayne Mullins [30:27]
Yeah, there’s a million ways to exceed expectations. But those million ways can’t be figured out until you know what the baseline expectations are. So it’s impossible to exceed something if you don’t know what it is, you’re exceeding. So as an exercise, you know, sit down and think through what do the people who give us money do? What do they reasonably expect from us in this process, and that is, that is the jumping off point to building and creating evangelists for your organization.

Mario Fachini [31:02]
You are sharing some great expert authority insights, and I so appreciate how did you get into this? Because you’re clearly good at it. What inspired you to even get into marketing?

Wayne Mullins [31:18]
So the super quick version of that story is this. My junior year of college, for whatever reason, for Christmas, my parents gave me some CDs by this man named Zig Ziglar. I don’t know why. But lo and behold, are open and present. There’s some Zig Ziglar CDs, I started listening to Zig Ziglar. And Zig Ziglar sold me on the profession of selling. So I knew that I had to go into sales. So I leave college, I get a job in sales, I spend the next few years in sales. And I get pretty good every time at selling. And what I realized at one point was, I looked at the amount of revenue as generating for the company I was working for. And I said, hmm, if I devoted the same energy and effort to something on my own, could I make a lot more money. And at the time, the only skill set I really had was cutting grass. So I left my good corporate sales job, and started a lawn and landscape company. And over the next three year period, I took that from startup to a very good sized company, and I ended up selling it. But in that process, I had a lot of actual clients of the lawn company, I had a lot of friends coming to me saying, hey, we see how fast your company’s growing. What are you doing? How can you help us do the same? And so it was kind of out of that process that I really fell in love with marketing, I became a student of marketing and have literally devoted almost the last 20 years to studying and implementing different marketing techniques.

Mario Fachini [33:01]
That is fantastic. My first business I started when I was 12 was landscape, powerwashing, painting all of that. I did that a few years later, but just like you’re talking about needing one of my sales pitches, I drove up after church. The guy looked, it’s a hot day, grew up on the water. And this guy’s cutting his lawn. And I’m like, just thinking he doesn’t look like he’s enjoying it just walked up pulled in his driveway. In the sales pitch it doesn’t look like you’re enjoying that too much. He goes, nope. I would rather be on the boat. He goes, yep, I go. Once you go pack a cooler, I’ll be back in 15 minutes. He goes how much I go 20 bucks. I had him for a couple of years before I sold that company to start this one. And good on your parents for giving you Zig Ziglar. That’s fantastic.

Wayne Mullins [33:56]
I don’t know where it came from. But I’m thankful for it as well.

Mario Fachini [34:00]
Yeah, when I was working jobs, if you will back in when I was a teenager because I started my first business at 12 and went full time and this started when I was 18. So I had some jobs early on, but I always knew I was an entrepreneur at heart. And I remember something similar to you. We were short staffed one day at this other place and I was like, we just made them $36,000 on half the staff and I’m getting to pull out a calculator. I’m like $56.62 whatever the math came out to for 650 an hour after taxes. I mean, they bought us a sub for lunch. Again, I think we chose the right path, right?

Wayne Mullins [34:44]
Yeah, it’s definitely got its ups and it’s definitely got its downs but…

Mario Fachini [34:49]
And sideways.

Wayne Mullins [34:50]
If you’re an entrepreneur at heart and sideways, but if you’re an entrepreneur at heart, you know it, you know it kind of deep within and you know there there’s nothing else that you can be happy with doing is other than, you know, I hate to use the cliche, but quote unquote controlling your own destiny.

Mario Fachini [35:09]
Sound cliche, I think it sounds great. And when people think it’s weird, that’s their problem, not ours. So we got one more fun thing to do. I got a wheel on my own. And that’s why I was smirking when you were saying the wheel. Because this one’s real. Some people thought it was like a visual effect. I’m like, no, it actually spins. And I call this the Wheel of Whatever. And my question for you is, while that one’s going real good, look at that. Sometimes it just looks weird. Okay, none of that. So my question for you is, who was a person and or company and or both? Nice single question there that you would just love to work with, you can help them with their marketing?

Wayne Mullins [35:55]
So great question, you know, one that I think would be super fascinating. And I think that we could actually do some interesting things with Tesla.

Mario Fachini [36:03]
Oh, really? That’s a great answer, what would you want to do?

Wayne Mullins [36:10]
Well, they’re brilliant in the fact that they actually don’t spend money on advertising. And what’s so brilliant about that is, in order to get to their level of success, without spending money on advertising, they have to be brilliant at marketing. And so I think their approach is very much in line with the way we love to approach things in our company. So while I don’t necessarily have a specific thing that I would love to do for them, what I can say is where they are brilliant ties in to something you said earlier, Mario, and they are great at generating publicity for themselves. So there’s lots of leverage points when you shift your mentality away from just having to, you know, quote, unquote, advertise, and you shift your mindset into the weekend market, and a part of marketing is publicity. It opens up so many doors and that is one thing that Ilan musk and his team at Tesla are brilliant at.

Mario Fachini [37:10]
Excellent. Well, we’re gonna thank the sponsor and come back for the rapid fire Imperfect Action Round.

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Mario Fachini [38:48]
And we are back with the Imperfect Action Round. Wayne, are you ready to take imperfect action?

Wayne Mullins [38:55]
I’m ready.

Mario Fachini [38:57]
Rapid fire answers 60 seconds or less. The first question is what is the fastest path to the profits?

Wayne Mullins [39:08]
Great question. I would say clearly understanding your customer avatar is the fastest path to the profits.

Mario Fachini [39:16]
Excellent. Number two, what is the biggest problem you see your prospects making and the fastest way for them to fix it?

Wayne Mullins [39:23]
The biggest problem is confusing marketing and advertising and not devoting enough time to playing the long game, as you said Mario and converting customers into evangelist.

Mario Fachini [39:35]
Number three, what is the best way to maximize customer lifetime value?

Wayne Mullins [39:43]
Great question. I’m going to cheat and use understanding your customers needs, their desires. Because when you do that you can open yourself up to whether that’s cross promotion of other products, whether that’s developing additional product line service lines to meet and fulfill those needs of your customers and clients.

Mario Fachini [40:03]
Excellent. And I wouldn’t say that’s cheating. That’s just being a smart business owner. Alright, what books would you recommend the Expert Authority World?

Wayne Mullins [40:14]
That’s a dangerous topic for me. The list could be forever long. A book that I would recommend is Principles by Ray Dalio highly recommend the book. Yeah, I just finished reading, Who Not How by Dan Sullivan and Benjamin Hardy recommend that one as well. I read a lot. It’s very tough for me to narrow it down and pick a few. Usually, I find that the current book I’m reading is the best book I’ve ever read until I pick up the next one.

Mario Fachini [40:48]
Great recommendations. And I had Dr. Ben on the show.

Wayne Mullins [40:55]
That’s awesome.

Mario Fachini [40:56]
It was a very great time. Great book recommendation. And I thank you for those. Where would you like people to learn more? Where would you like people to learn more about you and your company?

Wayne Mullins [41:11]
Sure, the simplest place is just uglymugmarketing.com from there. We’ve got links to social channels, we’ve got email addresses. If you want to send something in the mail, we’ve got a mailing address, too. So that’s the easiest place.

Mario Fachini [41:25]
Mail is so great. I love getting stuff in the mail. And I think people overlook it nowadays, because everything’s so technical. Well, Wayne…

Wayne Mullins [41:34]
What’s interesting…

Mario Fachini [41:35]
Just go ahead

Wayne Mullins [41:36]
To tag off of that one statement is, I have four kids at home. And just recently we got the Amazon Christmas catalog in the mail. So just keep in mind that just because we have all these tech companies out today, that the smart ones are leveraging all different forms of media and mediums to put their message in front of their ideal customers.

Mario Fachini [42:01]
How much did you appreciate that they sent you a catalogue everyone can look at and tell you what they want.

Wayne Mullins [42:09]
I didn’t necessarily appreciate it, but the kids absolutely love it. And last night and when the kids were in the room after bedtime, and one of them had his little light little book light up and he’s sitting up on his bed with all the lights out flipping through the Amazon catalog, staring at all the toys.

Mario Fachini [42:23]
Yeah, I think reading is important. I used to do the same thing. Sneak in a light now I can just leave the light on or have. I don’t even want to say your name. She can turn on the lights and everything. But it’s nice to get away from all the tech and just grab a book, go sit by the fire and sit in a normal chair. Like getting away from the screens, I still prefer something in my hand, physical books. And that’s why I love publishing them for people because there’s enough screens like 12 per person. That’s statistically like we’re good. So thank you again. It has been a pleasure.

Wayne Mullins [43:00]
Thank you so much, Mario. I enjoyed our conversation.

Mario Fachini [43:03]
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 [43:11]
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www.EAInterviews.com [43:44]
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