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Mike Capuzzi – Your Brand Amplified Transcript

00;00;01;05 – 00;00;22;01
Anika

Welcome to Your Brand Amplified the podcast where we interview marketers, publicists and brands to learn their stories, what makes them tick and tips and tricks that make a difference. I’m so excited to welcome you back for another episode of your brand Amplify. I’m your host, Anika Jackson, and I teed this up a little bit in last week’s episode.

00;00;22;10 – 00;00;29;12
Anika

We are going to hear from Mike Capuzzi of Bite Sized Books. Mike, thank you so much for joining us today.

00;00;29;15 – 00;00;32;05
Mike Capuzzi
Anika
, thank you very much and I appreciate this opportunity.

00;00;32;10 – 00;00;49;20
Anika

Absolutely. I was really excited when we started talking about you coming on as a guest because being an author is something I think a lot of people see a lot of value in to add to their business. Right. To be able to say you’re a published author. But there is a nuance and a difference and how to do that.

00;00;49;20 – 00;01;03;04
Anika

And you have some very specific ways that you help get results. You’ve written bestselling books yourself. So first, before we get into that, I’d love for you to start on how did you decide to do this as your livelihood?

00;01;04;06 – 00;01;06;27
Mike Capuzzi

So it goes back to, well, I think I was like five years old.

00;01;07;21 – 00;01;08;13
Anika

I love that.

00;01;08;28 – 00;01;32;01
Mike Capuzzi

We have a couple of hours, right? Yeah. I joke because my grandmother, my mom’s mom was a voracious reader and she instilled that love of books into me at a very young age. I mean, I was reading like novels at, you know, in elementary school and I’d go visit I used to drive a couple of hours to go visit her, and she had this big library.

00;01;32;06 – 00;01;54;27
Mike Capuzzi

I just loved it. I just love books. So I’ve always had a love of books, a love of reading. I’ve always encouraged my daughters when they were younger really to read. So I just love books. And, you know, like a lot of people, Anika, I had the dream at some point to write a book. But like a lot of people at the time, I didn’t know how.

00;01;54;27 – 00;02;13;14
Mike Capuzzi

I wasn’t sure if I was smart enough to write witty enough, whatever was right. All this had trashed, you know, that’s that was on me and, you know, wrote the published the first one very quickly. A little difference there. I didn’t write it actually, it was a compilation book but then realized, hey, this is not that big of a deal.

00;02;13;23 – 00;02;31;25
Mike Capuzzi

And that was in 2007. And since then, I think I’m up to 14 or 15 books now. And it’s just I just love helping people, just like all my family except myself. I was an engineering major for college. The rest of my family were all teachers. And so I had this teaching DNA in me. I want them to help people.

00;02;31;25 – 00;02;39;01
Mike Capuzzi

And I think the written word in book format is still a very powerful way to connect with people.

00;02;39;01 – 00;02;57;09
Anika

Mm hmm. Absolutely. I am a voracious reader. I used to write a lot of poetry when I was younger, and I always thought I’d be an author someday. And I think like many people, like you have ideas, but it’s all about how do you find the time and the energy and or do you find a ghostwriter and all of that.

00;02;57;09 – 00;03;15;18
Anika

And so you’re a publisher you’re an author, you’re a book publishing coach. And you have kind of created this thing called Shooks, right? Short, Helpful books. So are all of your books shooks? And what is a defined shook and how did you come up with that?

00;03;15;28 – 00;03;35;16
Mike Capuzzi

Yeah, well, being a marketing person, you appreciate this, right? So listen, as you know, there’s a ton of people there’s a ton of people that do what you do of people do what I do, and it’s always key to something. So first I have a lengthy marketing background. I was doing engineering, but for the most part of my career, 20 plus, oh, gosh, 25 plus years now marketing.

00;03;35;19 – 00;03;57;06
Mike Capuzzi

OK, corporate marketing, then more direct response for small and medium sized businesses. But anyway, you have to distinguish yourself, your own brand, whatever, however you want to call it. So I didn’t just want to be a book publisher. And I started realizing the power of shorter books, books that can be read in about an hour. So we’re not talking pamphlets, we’re not talking a word piece.

00;03;57;20 – 00;04;17;24
Mike Capuzzi

Somewhere in the between, if you will. And, you know, came up with my own brand. I said, you know, don’t publish a book. Publisher Shooks. So yes, Shook stands for short helpful books. They are nonfiction, typically business oriented books that are meant to help readers with a very specific topic.

00;04;18;09 – 00;04;37;28
Anika

Nice. Yeah. Yeah. I think I’ve read some books that I guess would probably be considered shooks that have been really great business books. And I notice that I do get stuck when I’m like, Oh, this is a really good this looks like a book that I really need to read to move my business forward. But then it’s long and then I’m like, I just can’t, you know, with everything else.

00;04;38;06 – 00;04;48;03
Anika

With my Mom and animals and full time job and everything else that we do, it’s it can be hard to find that time. So yeah.

00;04;48;15 – 00;05;05;13
Mike Capuzzi

It’s amazing because again, I’m a voracious reader, right? I’m a pretty fast reader. I’m getting older now, you know, and like, I started I don’t know how often you start books and then, yeah, they’re 300 pages and then you get bogged down in a lot of I call them a lot of there’s a lot of bloat in books.

00;05;05;13 – 00;05;22;10
Mike Capuzzi

There’s a lot of books are loaded unnecessarily, in my opinion. And they repeat themselves and like, oh my gosh, just get to the point. Yeah. So I think the promise of, you know, if you don’t mind, to show one of my shooks, like it’s a real book, it’s a book, it’s on a bookshelf, but that’s a one hour read just like this.

00;05;22;10 – 00;05;48;28
Mike Capuzzi

This interview’s a 36 minute interview. It’s short and concise, so the book, it’s not meant to be the entire topic on whatever the book is about, but it’s meant to give readers a taste in men, which which is key, Anika, is it’s meant to lead interested readers to the next step. So not only is a short book about 100 pages, about 12 to 15,000 words, which is a lot less than your traditional 75 to 100,000 word business book.

00;05;49;22 – 00;06;11;15
Mike Capuzzi

But it also follows a very specific recipe. There’s certain things we do in shooks that are really meant to- they’re sales tools, right? So I approach it like a sales tool. There’s triggers in there to allow readers who are interested to get more information, yada, yada, yada. So it’s more than just the fact that it’s short. It’s, it’s a formula, if you will, a recipe I’m a of Italian descent.

00;06;11;15 – 00;06;19;21
Mike Capuzzi

So I had the other grandmother was Italian so I had that homage to her. And we’ve developed a recipe for these little notes.

00;06;20;15 – 00;06;25;10
Anika

So you just showed me your 100 page book, which is called The 100 Page Book.

00;06;26;05 – 00;06;27;02
Mike Capuzzi

It’s a hundred pages.

00;06;27;08 – 00;06;28;23
Anika

Yeah. So what is in that book?

00;06;29;15 – 00;06;47;01
Mike Capuzzi

So that book has our recipe. And matter of fact, I always always have here. It’s- I actually have an old- my grandmother used to have- my grandmother is a town grandmother. You would have these old little three by five cards of her recipes and we made one up. It’s in there, I took a- we created our own little recipe card.

00;06;47;01 – 00;07;08;12
Mike Capuzzi

But anyway, this is a recipe for a roughly 100 page book, which is about an hour read it tells you from literally from the first page to the last page what my recommendation, what my recipe is, what you go here, what you go here, what you go here. And I give you examples so it’s what’s cool about it Anika is I’ve had and we’ve sold thousands.

00;07;08;15 – 00;07;27;14
Mike Capuzzi

It wasn’t my intention because most of my books I give away but we were up on Amazon and we sold thousands of copies of the book. This book came out almost two years ago and kind of took off. And if you read the reviews and there’s a couple on it reviews, which is kind of cool, people say like, this is exactly what I was looking for, right?

00;07;27;14 – 00;07;43;01
Mike Capuzzi

So it’s really it’s really filled a space in the book publishing space for folks that know they have a message, know they have to share something, but like yourself, they’re just busy. How do I write a traditional book? You can get these done in a matter of weeks.

00;07;43;10 – 00;08;04;23
Anika

Yeah, nice. And so I’ve noticed that there are a lot of people who write short books that aren’t writing them as marketing messages. They’re writing them as their own story. And that, I think, is where I find that that I find a little odd sometimes, quite frankly, because I have had clients come to me, Oh, I’m a I’m an author.

00;08;04;23 – 00;08;26;28
Anika

I wrote a book, and then I look at the book and I’m like, Well, what’s going to be the best way to promote this? Because it’s short content and it’s not leading to selling something like you would with a marketing our business book. So do you get so I imagine, OK, so people can use your formula, but I imagine a lot of people also come to you and say, This is what I want to do.

00;08;26;28 – 00;08;46;05
Anika

Help me, teach me that ways go through, perhaps a program or have you as their advisor or I don’t know if use ghostwriters as well. How do you do you ever say no to somebody who comes to you and how do you differentiate like what will be a successful shook and what won’t?

00;08;46;17 – 00;09;02;10
Mike Capuzzi

Yeah, great question. Well, first of all, I use this shook I use multiple shooks, a couple back here to make it very clear. First of all, if you’re interested, work with me. By the time they get to me, which we do calls and zoom calls and like that, you know, it’s our call to action, primary call to action.

00;09;03;02 – 00;09;22;07
Mike Capuzzi

They’re pretty clear on the kind of books we’re publishing for our clients. So if they’re looking to write their life’s memoir, we’re not the right publisher for them. But if they’re a doctor, a dentist, a CEO, and they want to get the message out about something and connected to their business, then yes, we can be the right choice.

00;09;22;21 – 00;09;39;06
Mike Capuzzi

So absolutely, we definitely distinguish. As a matter of fact, just because I’ll show you one of the ones, if I can open the book, one of the first. It’s actually the first one. I’ll see if I can show it there.

00;09;40;04 – 00;09;41;01
Anika

Who should read this book.

00;09;41;12 – 00;09;58;20
Mike Capuzzi

Right and that’s page that is page one. Like, I’m right up front, who should read this? And then I say, you know, next page is who shouldn’t. I’m very specific. Why waste your time? If this is if you’re looking for a fiction, you want to write a fiction book, I’m not for you. So yeah, we’re very specific.

00;09;58;24 – 00;10;05;01
Anika

OK, so what continues to inspire and motivate you to stay in this business?

00;10;05;10 – 00;10;26;20
Mike Capuzzi

Mm hmm. I think good question, too, because, you know, as a business, you know, the days and I’ve been doing it, so I’m sort more now towards the tail end of my my career, hopefully not my life. And, you know, I’m definitely slowing things down. My kids are going to be out of college students. So it’s like, hey, you know, I’m going to the next phase.

00;10;27;03 – 00;10;52;08
Mike Capuzzi

But I still get very jazzed up. So I host a podcast also. And I like this week, I hosted a woman from Thailand. Oh, a gentleman from Tasmania. And then I was on a gentleman podcast who was from the UK. So like this big international push this week. And I was just I love talking to people, whether they’re our own clients, or just people that just are putting out great content.

00;10;52;17 – 00;11;16;22
Mike Capuzzi

And I called it it’s a helping before selling mentality. That’s why I write about it. I helping before selling and that’s what books do. They allow you to offer helpful information before you try to sell somebody. And I just I get very jazzed when I hear other like minded business owners that just are out there looking to give great content and really make a difference in their own little space.

00;11;16;22 – 00;11;45;27
Mike Capuzzi

So I just there’s a matter of fact, there’s an episode of my podcast that just went live this week. The gentleman I don’t know him, but it was a very interesting conversation. And he wrote a book on about how to change you if you change unbeknownst to him, one of his target audience that he didn’t realize when he wrote the book, but it happened afterwards, was that prisons were starting to use his book as part of a like a curriculum to help prisoners as they prepare to get out of prison.

00;11;46;02 – 00;11;46;15
Anika

Wow.

00;11;46;15 – 00;12;04;15
Mike Capuzzi

He never thought about that. Right. He talks about on his podcast, I was like, wow, like he didn’t know his book was going to have that impact. And had he never written that book, then those men and women would have never had the impact that they needed. At that point in their life. So I just love I get jazzed up.

00;12;04;22 – 00;12;06;11
Anika

Oh, my gosh, that’s so inspirational.

00;12;06;12 – 00;12;07;21
Mike Capuzzi

It is. It’s very cool.

00;12;08;02 – 00;12;18;29
Anika

That’s that’s so unique because I think people usually start out with like, OK, what’s my ideal, right? Yeah. Customer, who am I writing for? So to make an even bigger impact, that’s really amazing.

00;12;19;12 – 00;12;42;12
Mike Capuzzi

It is. And it’s it’s one of those things like, you didn’t know going into it based on the conversation we had with them. But it’s, it’s and you said it’s used in prisons all over the country now and Anika, what I’ll say and this is something I always try to encourage people with a lot of people get stuck when it comes to, oh, I want to write a book but I don’t know how I’m not smart enough I’m not a good enough writer which I kind of pooh pooh right now.

00;12;42;18 – 00;13;01;12
Mike Capuzzi

It’s a conversation in written format. But if it’s never gets done, if it’s always just in your head or on your computer, never gets published, then it’s never going to help the people. It should help. And I always try to encourage people to put the spotlight off of you and your schedule and all that stuff and think about the people that your book can help.

00;13;02;01 – 00;13;08;06
Anika

OK, so yeah. Well, yeah, I like I like that approach.

00;13;08;26 – 00;13;29;14
Mike Capuzzi

Yeah. Well, most of us it’s human nature, right? We’re busy kids, whatever it is. And the gentleman I interviewed from Tasmania this week, it took him seven years and he was kind of laughing about it. I said, Mike, it took me seven years to write this one book. It wasn’t a shook, and he said it was just this and it was self-published.

00;13;29;14 – 00;13;42;06
Mike Capuzzi

So it was, it wasn’t, you know, it was something that just kept laboring on and it doesn’t have to be that way now. He’s happy he did it and it’s now working for him, but it doesn’t have to be that that kind of thing.

00;13;42;14 – 00;13;50;17
Anika

Yeah, definitely. So what is next in the industry and with your company?

00;13;53;13 – 00;14;10;26
Mike Capuzzi

Well, that’s another good question. Well, you know, it’s funny because I’m an old school kind of guy, right? I’ve I you know, I was around when when I was in college and I had a girlfriend in college who lived a couple thousand miles away because I went away to college, I would handwrite letters to her once a week.

00;14;10;29 – 00;14;16;20
Mike Capuzzi

It was like that kind of that’s where I that’s how I grew up. Right? Once a week, phone calls because phone calls back. Those days were too expensive for a college kid.

00;14;18;22 – 00;14;44;24
Mike Capuzzi

So I appreciate the traditional book, our primary mechanism, our printed books, paperback. Typically, we do digital books, we do Kindle books, we do audio books. So I’m sort of old school. I don’t necessarily believe that the printed book is going away anytime soon. They’ve been around for hundreds, if not thousands of years. They’re not going to go away in the 21st century.

00;14;46;07 – 00;15;03;18
Mike Capuzzi

So you know, I think it’s a matter of more and more people. I think where the, where it’s going, where it’s been going and where it’s going to continue to go as a technology is making it very simple for anyone to write a book and publish it themselves. Whether they work with someone like us, they do it on their own does matter.

00;15;04;14 – 00;15;33;09
Mike Capuzzi

My first book in 2007 we had to print 3000 copies to get the price point low enough. Those days are gone, you know, so I think technology is making it easier as far as what we’re doing. I think one of the things I was just talking to a good friend of mine for this interview I think one of the things that we have to get better at for our clients and helping our clients is using the book effectively.

00;15;34;19 – 00;15;58;00
Mike Capuzzi

Another thing I preach a lot, Anika, is writing the book is actually the easy part, using it, promoting it, getting it out there, is the hard part. It really is. And it’s the part that, you know, if it doesn’t end right, you know, a book should not be in a box in the closet. It’s got to be out there so helping clients figure out effective ways.

00;15;58;00 – 00;16;16;03
Mike Capuzzi

I wrote a book on it called The Magic of Free Books. It offers 51 strategies. But again, I think we’re going to have to me and my company going to have to move more into doing it for them in whatever capacity it looks like. Because like most business owners, they’re just too busy to do a lot of it on their own.

00;16;16;14 – 00;16;40;28
Anika

Yeah, I think that’s a really good point because that’s often something, you know, people feel like I have an amazing product or I have an amazing service. I’m going to build a great website and people are just going to show up and that’s not the way things work. You have to really use. And some people think PR means sales it’s like, Well, no PR is exposure, but you have to have that integrated marketing strategy with PR to get the sales.

00;16;41;02 – 00;16;41;18
Mike Capuzzi

Absolutely.

00;16;41;18 – 00;17;01;25
Anika

And some people, they’ll say Oh, you’re going to do the PR, this book is going to be a bestseller. And I’m like, Well, no, it’s not. If you don’t implement all these other things, too, I can’t. You have to be the voice, right? You’re the writer. It’s your authentic voice, it’s your soul, it’s your message. And so we can get you interviews to talk about it.

00;17;02;01 – 00;17;17;12
Anika

But how else are you showing up to your audience or to the ideal audience that you want? And that’s something that people forget a lot when they’re starting a business or they’re writing a book or they’re starting anything. They just think, OK, I’m going to put this out into the world and everybody’s going to love it.

00;17;18;08 – 00;17;41;22
Mike Capuzzi

Yeah, it’s in this day and age, it’s it’s yeah, it’s the, the least factual or at least realistic way, whether it’s a book, whether it’s a new product, by the way, PR in books, you know, launching a book. We’ve had very good success myself, clients, you know, PR something I love, you know, PR sort of this art. There are a lot of people in leverage these days.

00;17;41;22 – 00;18;06;19
Mike Capuzzi

I mean, again, smaller, maybe more medium, small to medium sized business owners, even entrepreneurs like Solopreneurs. But PR can be very effective. Very effective. Hey, tell a real quick story. Yeah. So only because it’s about my daughter, my older daughter. So my oldest daughter, who’s now going to be she’s a junior in college in her summer going into her senior year of high school, we were outside talking. It was July 4th weekend.

00;18;06;19 – 00;18;25;23
Mike Capuzzi

And I remember very distinctly and she’s like, Dad, what am I going to do this summer? I mean, she had a job at a veterinary office, you know, working as a vet, like cleaning up and stuff. And she was getting ready to start applying to colleges. I said, well, why don’t you publish a book? We had just rescued our first dog, so why don’t we publish a book about dog rescues?

00;18;26;14 – 00;18;46;11
Mike Capuzzi

So just like I my first book was a compilation book, which means you go out and find 20, 30 people who want to contribute a chapter. We we did that for her. So July 4th was the idea by Labor Day, which was three months later, she had a dog Joy, a book called Dog Joy. Wow. Which had 26 authors in it, you know, contributing authors.

00;18;46;20 – 00;19;13;06
Mike Capuzzi

She raised almost $6,000, which was donated to the 26 rescues in the book. But here’s the cool part, Monica, why I wanted to share this. We did some very simple PR. Two press releases, timed it very perfectly. There was National Dog Adoption Month or Dog Adoption Day or it was in October. And long story short, she was on the front page of several local newspapers.

00;19;13;12 – 00;19;23;26
Mike Capuzzi

So we saw local newspapers. She was featured in a thought I live in the Philadelphia area. She was featured in the Philadelphia Area Magazine as one of these like 30 under 30 to watch out for.

00;19;24;05 – 00;19;25;05
Anika

Amazing!

00;19;25;05 – 00;19;26;07
Mike Capuzzi

She got- Amazing.

00;19;26;13 – 00;19;47;04
Mike Capuzzi

Every college she applied to except for one which is the one she went to that scholarship we weren’t even applying for scholarships but she used her book as a way to distinguish herself. She got a handwritten letter from Deans saying This is amazing. So she we did like not the bare minimum but maybe like, you know halfway she could have done a lot more.

00;19;47;04 – 00;19;55;01
Mike Capuzzi

We could have done a lot more with it. But again, we weren’t really expecting that to happen. Yeah, but that’s the power of a book and it’s the power of PR. So I’m a huge fan of.

00;19;55;02 – 00;19;56;00
Anika

Oh, well, thank you.

00;19;57;03 – 00;19;59;21
Mike Capuzzi

You do you do PR for authors?

00;20;00;09 – 00;20;02;14
Anika

Yeah, we have done PR for authors before.

00;20;02;26 – 00;20;03;16
Mike Capuzzi

It’s good to now.

00;20;04;02 – 00;20;14;29
Anika

Yeah. And some we’ve, you know, we’ve had different degrees of success. I think some things that you just said are important. It’s about the timing.

00;20;16;13 – 00;20;16;28
Mike Capuzzi

Absolutely. That’s the key in my opinion.

00;20;16;28 – 00;20;18;09
Anika

But can you tie it in too?

00;20;18;09 – 00;20;19;07
Mike Capuzzi

Yes. Absolutely.

00;20;19;07 – 00;20;47;18
Anika

So whatever the content is, how do you tie it into what’s relevant, what journalists are looking for, whether to put on a list or you know, it’s a month long, whatever, API or Black History Month or animal adoption or whatever it is, how do you tie it in? But then also, I think another strategy is to find bylined article opportunities to take a chapter of your book, turn it into an article that can get published, and then that leads people back to your book.

00;20;47;26 – 00;20;48;29
Mike Capuzzi

Yeah, very similar.

00;20;49;00 – 00;20;50;22
Anika

Yeah. There’s there’s a lot of different strategies out there.

00;20;51;04 – 00;21;04;17
Mike Capuzzi

That’s why, you know, I’m not a fan of doing a PR yourself. Like we work with a company which we’ve done after. I want to talk to you about because the gentleman who owns it, he’s also a poetry guy. Oh, and he’s always talked about I want to do a poetry book. He did a shook, but into a poetry.

00;21;05;20 – 00;21;10;00
Mike Capuzzi

But anyway, but yes, you got my opinion you’ve got to work with the PR professional. Yeah.

00;21;11;22 – 00;21;23;27
Anika

Yeah, definitely. Great. Well, how do people find you if they want to learn more about how to how to write a shook, how to work with you as a publisher?

00;21;25;17 – 00;21;44;11
Mike Capuzzi

Yeah. Thank you for that. I mean, all our all my books my shooks are up on Amazon. You can find them there as far as I’ve got a couple of websites, my primary website that’s been around forever is Mikecapuzzi.com. And, you know, you’ll see a couple of different things that I’ve done over the years there a lot of content up there.

00;21;44;25 – 00;22;09;14
Mike Capuzzi

Our publishing company is Bitesizedbooks.com, and then we’re actually just about ready to rebrand and- well not relaunch because it’s been out there for two and half years, our own podcast, which is now going to be called the Author Factor Podcast where I interview nonfiction business book authors. So we’re up to over a hundred episodes now and people can check that out.

00;22;10;07 – 00;22;12;11
Mike Capuzzi

And I have a gift for your listeners if that’s OK?

00;22;12;11 – 00;22;13;18
Anika

Yes, absolutely.

00;22;13;25 – 00;22;30;04
Mike Capuzzi

So you mentioned a hundred page book I’m going to allow your listeners to they can read it online for free. We have a digital version up. It’s up online. It’s you can read for free. There’s also a second shook I give you, which is a Quickstart guide, so like it even distills down even more like bang, bang, bang, here’s what to do.

00;22;30;12 – 00;22;42;11
Mike Capuzzi

So if you go to Mikecapuzzi.com/gifts, so plural gifts, they can grab those two shooks.

00;22;42;17 – 00;22;56;15
Anika

Nice. We’ll make sure that’s in the show notes. Thank you. I’m I’m going to download that. I can tell you that I’m probably also going to want to get the hard copy because I do like, you know, I’m a visual learner, so I like to write things I need it.

00;22;56;19 – 00;22;58;22
Mike Capuzzi

The same way. Yes, yes, yes.

00;22;59;03 – 00;23;17;15
Anika

If I if it’s something long, I’ll listen to it in the car, you know, in bite sized chunks not works, OK? Sometime depending on on what it is. But yeah, so that’s fantastic. And then I teed you up a little bit, so hopefully you’ve had time to think about this, but I’d love to know a mantra that you live by or a favorite quote.

00;23;18;19 – 00;23;37;08
Mike Capuzzi

Yeah. And there’s a bunch and again, I and if I actually thought about it before, I probably have a list of them. But I will tell you one my daughters, they always roll their eyes because as they were growing up, there was two. So maybe it’s not for me so much, but it’s you know, it might be on my tombstone someday.

00;23;38;10 – 00;24;01;22
Mike Capuzzi

I would as I was growing up, I always I think it’s relevant for all of us business owners, entrepreneurs, kids growing up. I always when they were going to school, I always left them with the mantra, be respectful, be respected. And I love alliteration, but be respectful, be respected. And when you think about it, it’s like helping before selling.

00;24;01;22 – 00;24;20;02
Mike Capuzzi

It’s like, you know, the golden rule, treat people the way you want to be treated. But also, you know, expect to be respected now that they’re in college. It’s great to be smart, so it’s not as maybe applicable to business owners and such, but I think that be respectful, be respected. That’s a pretty good mantra these days.

00;24;20;09 – 00;24;22;16
Anika

Yeah. Keep your side of the street clean.

00;24;23;11 – 00;24;25;04
Mike Capuzzi

Yeah, yeah. And do what you can.

00;24;25;09 – 00;24;32;24
Anika

Yeah, exactly. I feel like every time I do an interview, it’s the message I need to hear that day. So I really-

00;24;32;29 – 00;24;33;14
Mike Capuzzi

That’s kind of cool.

00;24;33;16 – 00;24;46;29
Anika

Yeah. It’s it’s one of the things that excites me about getting on and talking to people from all over as well and hearing their stories and their journeys and their advice to entrepreneurs and business owners. So Mike, any last words that you want to share with our audience?

00;24;47;11 – 00;25;13;10
Mike Capuzzi

Well, listen, I just I would always encourage folks, I think a lot of people, Anika, think about dream about maybe no, they ought to write a book so that they can help some segment of the world’s population with some issue or challenge or a goal and I would just say, you know, I would say it’s like a cliche because it is, but like just do it like it will it will not help anyone sitting up in your head whether you work with us.

00;25;13;10 – 00;25;30;19
Mike Capuzzi

Look at the shook formula. There’s so many opportunities out in the world right now to discover how to do this and do it fairly easily. I would just encourage everybody to get it out and start helping people with the book that’s in them.

00;25;31;03 – 00;25;36;02
Anika

Nice. Thank you. That’s beautiful. Everybody has a story inside. Just waiting to be heard.

00;25;36;24 – 00;25;37;09
Mike Capuzzi

For sure.

00;25;37;20 – 00;25;58;16
Anika

Or read, if you will. That’s true. Awesome. Well, thank you so much, Mike. You coming on? And listeners, I’ll make sure that you know how to download a 100 page book and the other information and get in touch with Mike if you have any further questions. Appreciate you coming back for another week of Your Brand Amplified. And I’ll see you again next week.

00;25;59;20 – 00;26;06;18
Anika

Want more? Check out AmplifywithAnnika.com or follow me on socials @AmplifywithAnika.

Sarah St John – Your Brand Amplified Transcript

00;00;01;05 – 00;00;20;23
Anika

Welcome to Your Brand Amplified the podcast where we interview marketers, publicists and brands to learn their stories, what makes them tick and tips and tricks that make a difference. I’m very excited to be back for another week of Your Brand Amplified with Sarah St. John the Frugalpreneur. Welcome to the show.

00;00;21;20 – 00;00;23;27
Sarah St. John

Well, thanks so much for having me. I appreciate it.

00;00;24;08 – 00;00;52;21
Anika

Absolutely. Now, I don’t know your whole story, but I’d love for you to share as much as you want. I can say that your podcast really resonates with me, the whole idea of the frugalpreneur, because most of my entrepreneurial journeys have been bootstrapped and started with zero or, you know, me in like some situation where I’m like, OK, I’m going to do this, this, and then I’ll put the money into this so that I can actually build up my own business.

00;00;53;05 – 00;01;19;28
Sarah St. John

Oh, yeah. So I would say, well, I’ve always kind of had an entrepreneurial mindset, I guess. Like when I was a kid, I would take things that I would get for free, like, you know, pencils and candy and sell them to friends. But I didn’t really realize that it wasn’t until like 2008 that I actually realized that I had an entrepreneurial mindset going all the way back then.

00;01;20;27 – 00;01;44;27
Sarah St. John

I had actually had six different jobs that year, not at the same time, but throughout the course of the year and realized I think I want to work for myself. And so the first thing I started was a photography business, but I realized that just the expense to maintain and upkeep like equipment and lighting and software and all that stuff.

00;01;44;27 – 00;02;14;08
Sarah St. John

Plus I was doing weddings and portraits because that’s where the money is when you’re first starting out. But I like taking photos of like animals, architecture, landscapes, not people. So then I decided to try to do something online and but I wasn’t sure what I wanted to do. So I tried a bunch different things like drop shipping, affiliate marketing, blogging, on demand T-shirt printing, all this different stuff.

00;02;15;07 – 00;02;46;06
Sarah St. John

And it was kind of in that process that I discovered, like all these free or really affordable tools, resources and software that people could run an online business on a budget. And so I got the idea to write a book called “Frugalpreneur” about the different online business models and how to run them on a budget. And then while I was writing that book, I got the idea to launch the podcast also called Frugalpreneur, and it was just going to be like ten episodes to help kind of promote the book.

00;02;46;23 – 00;03;11;17
Sarah St. John

But I was getting more leverage and traction with the podcast and the book. And so I kept kept the podcast going. I’ve been doing it for like three years now. I think about 150 or so episodes, and I just loved the networking and connections and everything. And so but yeah, so I took over a decade of trying a bunch of different things before I figured out that podcasting was my thing.

00;03;12;01 – 00;03;33;09
Anika

Yeah, well, and I think that is the entrepreneurial journey is if you have that spirit you’re going to do. I’ve had very disparate businesses, right? And that’s what you do. You kind of go, okay, maybe this, maybe that. And on one hand somebody could call it shiny object syndrome, but on the other hand I’m like, No, that’s not what it is.

00;03;33;09 – 00;03;45;28
Anika

Because if you have this in your blood, you’re going to keep trying and trying and trying until you find that thing that really, like, sets you on fire and that resonates and that you can turn into a great business for yourself.

00;03;46;09 – 00;04;10;02
Sarah St. John

Mm hmm. Yeah. I think sometimes I call it shiny object syndrome, but it might be more like- I mean, if you find something that you’re good at and successful and then you start looking around at other stuff, that would definitely, I would think be true. But whereas my situation was more like just trying different things that I had heard of, but the issue was I wasn’t passionate about it.

00;04;10;03 – 00;04;28;09
Sarah St. John

It was more, I would say, transactional or trying to make money. Like drop shipping like just finding a way to make money online. But then that’s why I didn’t stick with them because there wasn’t that passion there. So that.

00;04;28;09 – 00;04;43;23
Anika

Makes sense. Well, and so now you have a podcast that’s been around for three years. As you said, you have great episodes. I’ve been listening to several of them, and then you have your book and then you also now help other people start podcasts.

00;04;44;00 – 00;05;14;02
Sarah St. John

Mm hmm. Yeah. So I have my own podcast production agency now, which so it’s kind of funny because I started the podcast in 2019. I didn’t even start listening to podcasts until maybe a year or something before that because I’m more of a music listener in general. So like when I’m driving, if there’s not a song, like if it goes to a commercial or the deejay, I switch.

00;05;14;13 – 00;05;35;08
Sarah St. John

So when people would say, Oh, you should check out this podcast or that podcast or whatever and be like, I don’t like people talking on radio, so I don’t think I would like a podcast. But then there were a few that I had heard about that like really interested me. So I tried them out and then I got hooked and I’m subscribed like 30 different shows, and so yeah.

00;05;35;08 – 00;05;59;12
Sarah St. John

What I love about podcasting is that I mean, some of them have ads in them, but for the most part they don’t, but, or they’re not as long, but at least all the content is niche down and you know, to whatever topic that you’re interested in versus a DJ talking about anything and everything. And so I guess where was I going with it?

00;05;59;13 – 00;06;13;02
Sarah St. John

Well, so I just started listening to podcasts not long before I started my own. And then once I started my own, then I really got into it and I was producing my own show. I figured, why not get paid to do it for other people?

00;06;13;08 – 00;06;14;10
Anika

Yeah, exactly.

00;06;15;03 – 00;06;29;29
Sarah St. John

Yeah. So I started doing that and it’s actually it’s like post-production, but also like marketing, coaching, monetization, like stuff like that as well. Not just the editing part of it, but yeah.

00;06;29;29 – 00;06;49;28
Anika

Yeah. Well, and I think that’s something that’s important for people to think about, for and for any online business, right? Because podcast is essentially an online business, but there are resources out there, but you have to figure out which ones are the right ones for you and the right fit for you. And you have to figure out it’s like any product.

00;06;50;09 – 00;07;16;22
Anika

It’s not just you release it to the world and you hope that somebody listens to it or you really sit and think, OK, everybody is going to hear it now. I mean, my partner, he is in the film business and he’s an editor and he’s done different projects and he’s like, Oh, I didn’t really realize how important marketing and PR is to start from the beginning of a project until we started dating because, you know, he as a creative, he was just thinking, Oh, I’m just going to create this product and it’s going to go out there and it’ll be great.

00;07;17;02 – 00;07;41;22
Anika

But no, you have to have all of those elements that you said who you’re marketing it to, who is your audience, how are you marketing it? You know, making sure you have the right music or the right fit and the right flow for each individual podcast and podcaster and their personality and package that together. So what are some of the things that you would share with somebody if they were wanting to start a podcast?

00;07;43;29 – 00;07;53;29
Sarah St. John

As far as like how to get started, just the basics or kind of, I guess, what to think about as far as just-

00;07;54;13 – 00;08;14;23
Anika

I guess a part A and a Part B, right? Like, start- you know. How do you pick a topic or how do you decide what you’re going to speak about? Are you going to interview people? Are you going to, you know, do are you just going to talk the whole time? I mean, I know there are so many different kinds of podcasts it can get overwhelming to figure out, yeah.

00;08;14;23 – 00;08;24;28
Anika

That and then how do you then transition to figuring out, OK, how do I do this thing besides going to your website?

00;08;24;28 – 00;09;14;19
Sarah St. John

Yeah. So I mean, definitely find a topic and the niche down as much as you can because I know there are some people out there like Joe Rogan, for example, who have a podcast on everything, you know, but that for the most part that doesn’t work for the average person or business owner. So definitely niche down. Like, for example, my podcast is a business podcast or an entrepreneurship podcast, but it’s niche down even more and that it’s like frugal entrepreneurship and then as far as like a title for your podcast, I definitely like, OK, so I wouldn’t normally suggest something cute, you know, whereas my it’s kind of cute, I guess, but it’s very obvious

00;09;14;19 – 00;09;39;10
Sarah St. John

what it’s about, like Frugalpreneur. That’s pretty obvious, but I do have a kind of a tag line under it just in case called building a business on a bootstrap budget. And so it’s pretty clear what it’s about. But also I don’t recommend someone like having their name in the title. I mean, you could say what the title is with so and so like mine’s Frugalpreneur with Sarah St. John.

00;09;39;24 – 00;10;00;15
Sarah St. John

But if you were to, like, if I were to have the Sarah St. John show, all that kind of sounds cool because of the alliteration. It’s like that’s not going to really go anywhere because no one knows who that is. Like if you’re Oprah, yeah, you can have Oprah. The Oprah show or whatever, but for the average person, I wouldn’t recommend like your title being your name.

00;10;01;04 – 00;10;32;10
Sarah St. John

And then yeah, definitely cover art that really pops in is simple. But like colorful. And then as far as what kind of format, I mean, I guess it depends on what your goal is with the podcast because you could do a solo podcast was just, you talking and usually those episodes would be shorter. You could do interview style, which is the most common, I think.

00;10;34;00 – 00;10;58;28
Sarah St. John

And the thing that’s nice about interview style is you’re connecting with people, networking, you know, a lot of people use a podcast, at least if they’re using it for business, they’re using it as a way to get to know people and get clients and things like that. Or, you know, that person might know somebody and they might, you know, just kind of the networking.

00;11;00;08 – 00;11;28;26
Sarah St. John

So interview podcasts are really good for that. But there are so many out there. So I personally recommend doing a little bit of both during the interview and solo episodes. I’m trying to do more of that. I haven’t done a whole lot of solo episodes lately, but I’m trying to kind of mix it up more and, and then there’s also like a panel or well, actually, you know, the next one would be like co-hosting where it’s like two hosts.

00;11;29;02 – 00;11;52;28
Sarah St. John

Or a panel where it’s like three or more. Or maybe they invite a guest on and there’s like two hosts or something like that. So there’s all kinds of different ways to do it. And then, yeah, to get started, I mean, I recommend- so the mic that I have is called an ATR-2100. It was under $100.

00;11;52;28 – 00;12;28;16
Sarah St. John

It was like $60 or 80 or something. So I recommend I mean, you could start out with like Apple earbuds or whatever if you have like no budget whatsoever, but if you have $100 budget, you could easily get a mic. There’s also the Samson Q2U which is about the same price. And then- and they’re USB mics, so they plug right into the computer and then really the only other expense at first would be the hosting.

00;12;30;04 – 00;12;49;03
Sarah St. John

You can get free hosting through like Anchor, but I recommend Captivate. That’s what I use. It’s like $19 a month. Most are $5 to $20 a month, most hosting companies. So those are kind of a few things like if you’re just starting out, what to think about.

00;12;50;14 – 00;13;07;15
Anika

Yeah. Well and for your podcast, did it evolve over time? Because I know when I started this line I was like, I’m going to ask five questions. I’m going to give a really short I’m only going to interview like other PR people or other marketing people. And then I was like, This doesn’t really feel like what I want to do.

00;13;07;22 – 00;13;30;03
Anika

So then I started expanding it and you know, really I want to make sure it adds value. So people are still talking about ways to do marketing for your business, but it’s expanding to like lead gen or making sure your LinkedIn profile’s good or maybe you should have a podcast to help promote your business. Right. So it really evolved over time.

00;13;30;03 – 00;13;50;18
Anika

And, and I started being more regular with it and I’m still a newbie compared to you. I’ve done other stuff. Like I had a radio and Facebook show in Houston a few years ago. We were what you would call “panel style”, which would sometimes get like if people, you know, we people would accidentally talk over each other asking questions to the guest.

00;13;50;19 – 00;14;02;27
Anika

They got a little like, you know, angsty sometimes. But when you started, did you know, like exactly what your podcast was going to be and kind of the format and how you want it to flow?

00;14;02;27 – 00;14;07;17
Sarah St. John

Yeah, so for well, first of all, are you in Houston? Are you still in Houston?

00;14;07;18 – 00;14;11;16
Anika

I am not in Houston. I know many people there. I’m now in California.

00;14;11;17 – 00;14;38;10
Sarah St. John

Oh, OK. I was going to say I’m in Dallas, so not too far, but. Oh, well, so when I started my podcast with the intention of it just being another promotional method with the book, what I did was I interviewed like the CEOs or someone within the company of like the different software programs that I use that were free and so that was kind of how I started.

00;14;38;11 – 00;15;14;06
Sarah St. John

But then once I kept going with it, I interviewed different people that I- there’s different entrepreneurs that I admired and followed that were within certain niches like affiliate marketing or podcasting or self-publishing or whatever it is. And then I kind of- so it’s like every year it’s there’s kind of a slight pivot, not intentional. It just kind of happens well, I mean, at a certain point I make that decision, but it’s not like I set out from the get go.

00;15;14;12 – 00;15;16;28
Anika

Yeah, like here’s what I’m going to do. This you’re sure I’m going to do this? Yeah.

00;15;17;09 – 00;15;46;06
Sarah St. John

Right. And so then, then the next year I did interviewing people who start a business with under $1,000 and then bootstrapped it to at least a million not per year, but like total without any outside capital or loans credit or any of that kind of stuff, but like bootstrapped it. And I think so far those have been the most successful episodes.

00;15;46;06 – 00;16;13;19
Sarah St. John

Those people are. I like listening to those. Yeah, I like some people even starting with no money or under $100 and then bootstrapping up to multiple millions. But so I did some episodes like that and then let’s see, I’m wanting to do- Well, I’ve interviewed one person so far that was on Shark Tank and got a deal.

00;16;15;00 – 00;16;25;15
Sarah St. John

But I’m wanting to interview more of those because I just think that’s interesting. And then what else I’m wanting to do, like a Kid Preneur Series.

00;16;25;18 – 00;16;26;12
Anika

Oh, fun.

00;16;26;21 – 00;16;55;28
Sarah St. John

So it’s kind of like I have the general podcast, but then I like to do like these little series. Like, you know, I wanted to do a Shark Tank series, which I only have one episode of that so far. So it’s not really a series, I guess, but and then I’d like to do a Kid Preneur one, and then of course I did the Bootstrap one, and then yeah, so it kind of like the type of people I interview is a little different from-

00;16;55;28 – 00;17;01;06
Anika

Yeah. It evolves, but that also helps your audience to learn new things as well.

00;17;01;16 – 00;17;02;01
Sarah St. John

Mm Hmm.

00;17;02;15 – 00;17;28;23
Anika

So especially, I think as a small business or an entrepreneur, a lot of times you don’t have you can’t get outside funding, you don’t have credit built up in your company. You can’t get loans, you can’t get outside funding. So knowing those things from that series that you did is really important. I mean, it speaks exactly to who you are, the Frugalpreneur and how you can successfully bootstrap and the things that you need to look out for.

00;17;28;23 – 00;17;47;25
Anika

And there are so many things when I was doing my business, when I started getting more success, you know, then I would make wild decisions like I’m going to provide benefits or I’m going to make everybody employees, even though they live in five different states. Not really. Like I didn’t have that person next to me that was like, you know, that’s probably not what you should do right now.

00;17;47;25 – 00;18;11;24
Anika

Let’s just do our projections. Let’s think about this you know, and let’s like maybe pivot that a little bit, put more investment in here in the business and then get there down the road. But I was like, so excited. And I just wanted to give like everything I could out of the gate. And I think sometimes it’s good to hear other people’s stories and be able to take a step back, right?

00;18;12;16 – 00;18;39;12
Sarah St. John

Yeah. Yeah. I mean everyone I guess has their own approach and their own- Like maybe if someone has a whole bunch of savings built up or maybe they have a spouse that can fully provide or you know, something like that, then maybe they can take some more risks and spend some more money here or there or whatever. But yeah, I, if someone at least is doing an online business, I just feel like it can be done.

00;18;39;12 – 00;18;59;17
Sarah St. John

So affordably because there’s hardly any overhead as far as like you don’t have a building or rent or utilities and all of that stuff. And so that’s just what I found. Like the profit margins are much higher with an online business and very little overhead.

00;18;59;17 – 00;19;02;11
Anika

And you have you’ve also done online courses.

00;19;03;01 – 00;19;23;13
Sarah St. John

So I’m working on one right now. It’s called Podcast Profit Pro. It’s on presale right now, but it’s basically it’s a podcasting course, but it’s not covering the intro basics. Like I do have a book called Podcastpreneur, which covers like basics, like Podcasting 101, basically.

00;19;25;13 – 00;19;53;18
Sarah St. John

But the course is going to be more about like if you already have a podcast, how to monetize it, how to get the right guests, how to get bigger guests, how to get on other shows, bigger shows, different like marketing techniques and like ads like within the podcast players and all, like so very a lot more detail.

00;19;53;18 – 00;19;57;26
Sarah St. John

And I would say like an intermediate level there.

00;19;58;00 – 00;20;02;11
Anika

Oh, cool. And so that’s on presale. When is it going to be like fully launched?

00;20;03;06 – 00;20;35;10
Sarah St. John

Yeah. So I’m so working on it. So that’s why I’m thinking the plan is it should be done by August. So this is May, I don’t know when this episode goes live, but we’re in May. And so the plan is August and I’m actually also working on a book that will kind of, I was going to say coincide with the course, but it’s not going to be nearly as because the course obviously is going to have screen shares and all kinds of stuff and like different PDFs and whatnot.

00;20;36;08 – 00;20;55;10
Sarah St. John

So it’s going to be more in depth, but there’s going to be some overlap of information. So I’m going to try to put both of those out around the same time and hopefully right before podcast movement, which is podcasting conference in Dallas this year where I live in August. And so yeah.

00;20;55;20 – 00;21;05;21
Anika

Nice. While this episode will be coming out in June, OK, so it’s a really great little promo spot. So talk it up, talk yourself off as much as you want.

00;21;06;12 – 00;21;11;11
Sarah St. John

Yeah. So PodcastProphetPro.com is the website.

00;21;11;19 – 00;21;41;29
Anika

Nice! I love that. You know, I love working with women or hearing women’s stories particularly who have bootstrapped their entrepreneurship. I’m there. I, you know, I’m a single mom. I’ve been like the highest high, the lowest low and everywhere in between. And so it’s really great to get these tips. And I am, for one, going to go back and listen to all those other episodes because I’ve been listening to some of your more recent ones but I think there’s always something new to learn.

00;21;42;25 – 00;22;01;08
Anika

And so speaking of when somebody decides to work with you, what are some of the things they know they can like? Do you have an intake form? Do you work with everybody? Are you you know, I know some people are like, no, I’m going to work with certain people. Like our certain niches because other ones might not fit.

00;22;01;21 – 00;22;42;17
Sarah St. John

Mm. Yeah. So I just work primarily with business owners you know, I’m not niche down as far as like certain types of businesses, but businesses in general versus like an entertainment podcast because that’s, that’s harder to do to get someone to monetize, first of all. And secondly, I mean, those tend to not always stick around and like plus they don’t usually have the budget because it’s like if it’s an entertainment podcast, they’re doing it kind of for fun and they’re not monetizing it.

00;22;42;17 – 00;23;10;21
Sarah St. John

It’s like how can they justify paying someone else to produce and all that stuff? And so yeah, definitely business owners who have a business who well, there’s kind of two tracks. There’s they already have a business and they want a podcast. Either they already have a podcast or they’re thinking about starting a podcast to help get more exposure and to promote their business.

00;23;10;21 – 00;23;43;19
Sarah St. John

And like I said earlier, where they could position it in such a way where their ideal client could be the guests on the podcast type thing, and then the other would be someone who doesn’t have a business yet, but they want to use the podcast as kind of like the launch pad. I guess to start the business or have a business around that, that’s a little more difficult than you know-

00;23;44;11 – 00;24;11;27
Sarah St. John

But yeah, so and then as far as like- so I have the production side of it where it’s like all the post-production, the editing and the show notes and transcriptions and the, the graphics and social media and all that stuff. Because I think one problem is so many people start a podcast but they only get about seven to ten episodes in and for the most like 90% or something.

00;24;11;27 – 00;24;37;12
Sarah St. John

A podcast. Oh, wow. Yeah, they “pod-fade” is the term after seven to ten episodes because and I think one of the big reasons for that is because they go in not really realizing the are the post-production and the time it takes because yeah, I mean for me it takes like you know, three to 4 hours post-production per like hour of recording.

00;24;38;13 – 00;25;14;06
Sarah St. John

And so, so there’s that side of it and then the marketing side of it the monetization side, I have like, it’s like four M’s. I just, I’m still updating my website to reflect this, but so it’s like the management side is the production. And then there’s marketing, monetization and matching. Which should be like the guest to host, like matching those up to the right shows and the right guest stuff is kind of all in one yeah.

00;25;14;06 – 00;25;46;10
Anika

You do it all. I applaud you because I can’t I would be lost if I didn’t have people helping me with some of those things. Like, I don’t create graphics. I don’t know how to use the editing software. Luckily, like I said, I have an editor boyfriend, so he slides it in for me. But what are some of the things and I don’t want you to give away all your secrets because I know people work with you and pay you for this but what are some easy tips and tricks that you would give to somebody?

00;25;46;17 – 00;26;16;20
Anika

So, OK, they’ve started their podcast, they got the equipment, they started doing recording. They’re now trying to figure out how to market and monetize it. So what are some things that you have seen, like really fail and then on the other side work really well for those like because I imagine, you know, finding the right advertisers or sponsors or what have you is not always easy, depending on what your topic is or how many downloads you have or does that stuff even matter?

00;26;17;17 – 00;26;27;10
Sarah St. John

Yeah. So on the monetization side, one big fail is merch. Like to have merch for your show.

00;26;27;15 – 00;26;28;21
Anika

Oh, OK.

00;26;30;05 – 00;26;38;01
Sarah St. John

That didn’t work at all, at least for me. I think that rarely works, but you know, like t shirts and whatever else. Your-

00;26;38;01 – 00;26;41;25
Anika

Hats, T-shirts. Yeah, yeah. Swag-

00;26;41;25 – 00;27;22;00
Anika

Unless it’s like a really huge show that everyone knows about, you know, as far as OK, so as far as sponsorships like you’d mention. So I think the average- so most places they operate on CPM, which is like cost per mille, which is a thousand. I mean you’re maybe you’d have to have about 50,000 downloads per month or per episode or per month for that to really make sense to go that route.

00;27;22;27 – 00;28;11;20
Sarah St. John

So like Joe Rogan, he’s getting millions of downloads so that makes sense because it’s only like, oh, what was the last I checked? Oh, I think it was like $15? $15-$40 is the range per thousand downloads. And so what I’ve actually done is instead of going that route, like I have approached companies directly and said and just put out a price and said like what it includes like I’m going to put this ad in the episode and it’s going to stay there, it’s not going to be replaced or asked to do like an email blast with the episode with like saying sponsored by so-and-so and then like the show notes and all

00;28;11;20 – 00;28;37;17
Sarah St. John

the stuff. And I’ve actually gotten a lot more sponsorships that way. Oh, cool. And I was doing that kind of like testing it out, but that’s still and unless you’re getting millions of downloads, that’s still not I mean, it’ll pay for your expenses and stuff like that, but it’s not going to pay your mortgage typically or anything like that.

00;28;39;20 – 00;29;14;05
Sarah St. John

So and that’s another reason I like to work with businesses because they always have some sort of product or service on the back end and so what I recommend if you have a product or service, is to actually create your own ads or talk about your own products and services because you’re going to end up making a lot more money talking about that you know, as a podcast listener, getting to know like and trust you over the course of however many episodes, and then maybe they need your products or services on point.

00;29;14;28 – 00;29;40;09
Sarah St. John

You’re probably going to make a lot more doing that than I mean, you can do both. I’ve kind of done a variety just kind of testing things out, but I definitely recommend that first and foremost. And then also affiliate marketing where that works pretty well. Like say you have someone on your show who maybe they have a software program or they have a book or something like that.

00;29;40;26 – 00;30;19;00
Sarah St. John

You could link to it in the show notes or reference it and like create a pretty link. I don’t know if you’re familiar with that or like a bit.ly. Yeah, like a URL shortener like get an affiliate link from them, assuming they have an affiliate or referral program, which most people do. And then, yeah. So that if someone buys something from them because of your episode, because of your show, then you’ll get a commission basically and then like with authors, Amazon has an affiliate program.

00;30;19;04 – 00;30;47;06
Sarah St. John

You could link to their book through Amazon with your link. It’s only like 2-3% or some 2-5%. It’s not much, but the nice thing about Amazon affiliate program is if say someone clicks the link of the book in your show notes, for example, even if they don’t buy that book, let’s say they buy a flat screen TV within 24 hours as long as they haven’t cleared their cookies, you’ll get commission on that.

00;30;47;10 – 00;30;48;00
Anika

Oh, wow. That’s good to know.

00;30;48;01 – 00;31;01;06
Sarah St. John

Yeah. So that’s really the only reason I recommend Amazon affiliate because the percentage you’re getting really isn’t that much. But like if they end up buying a whole bunch of stuff.

00;31;01;12 – 00;31;02;01
Anika

That can add up.

00;31;02;01 – 00;31;37;20
Sarah St. John

Yeah, yeah. It can add up. So. So yeah, I would say on the monetization side, that’s I would say talking about your own products and services, affiliate marketing where it makes sense like an author comes on, merch not so much. And then sponsorships, I would say, well, plus also if you do a sponsorship, make sure it’s with a company that makes sense to your audience.

00;31;38;29 – 00;32;10;15
Sarah St. John

Like, I don’t know. There’s a bunch of companies out there that put ads on all kinds of podcasts and it just doesn’t make sense. So it needs to make sense. Otherwise people are just going to get annoyed. And then as far as marketing goes, so podcast ads like ads within a podcast player, which not all players can do them that works really well.

00;32;11;02 – 00;32;32;06
Sarah St. John

As far as getting more listeners and followers and stuff, it can be expensive depending on which app you do it on I think it can range anywhere from like $99 on the low end to like $2,000. So, yeah.

00;32;32;06 – 00;32;45;26
Anika

It really depends on how big your budget is and what your goals are, right? And I like the fact that when you’re talking about monetizing your podcast, I think your main point was it’s really a marketing tool for you.

00;32;46;07 – 00;32;47;08
Sarah St. John

Right, exactly.

00;32;47;09 – 00;32;55;01
Anika

And foremost. So don’t look at it necessarily. You’re going to make money off of it, look at it as something that’s going to help you market your product your service, your business.

00;32;55;17 – 00;33;18;29
Sarah St. John

Yeah, exactly. It’s like a lot of people they want to monetize directly. And you can with sponsorships and things like that. But you’re going to make a lot more money with it being more of a marketing tool kind of like the front end of your sales funnel. Like that’s where people find out about you and whatnot.

00;33;18;29 – 00;33;21;17
Sarah St. John

So monetizing more on the back end is what I recommend.

00;33;21;21 – 00;33;28;23
Anika

Yeah. Nice. What continues to inspire and motivate you about helping other podcasters start their journey?

00;33;30;21 – 00;33;47;04
Sarah St. John

Oh, I mean, I just I just love the space. I feel like it’s continuing to grow and I mean, there’s tons of money being thrown at it. We know with like Joe Rogan, for example, I keep bringing him up just because he’s like, well, I’ll just- I don’t-

00;33;47;04 – 00;33;47;12
Anika

I’ll just say, yeah-

00;33;48;01 – 00;34;15;11
Sarah St. John

I don’t even listen to his show. I don’t think I’ve ever to listen to one, but it’s just that that’s the most popular or well known podcaster I guess, but yeah. So I mean, Spotify paid him I think one or $200 million. And then Spotify bought a bunch of apps like Anchor actually, and some others and then it’s just different.

00;34;16;13 – 00;34;53;04
Sarah St. John

And oh, Amazon has podcasts now, and Google. So like even if someone is searching in a Google search, they’re searching something, and a podcast episode could come up as a result. So I just love the, the direction it’s going that it’s becoming more mainstream because I mean, even when I first started listening to podcasts, you know, four or five years ago, I mean, I don’t know that I knew a whole lot of people listening to podcasts.

00;34;53;04 – 00;35;30;11
Sarah St. John

I felt like it’s really grown really quick, like because it’s been around since 2004 I believe, and between 2004 and 2019. So 15 years ago there was only 800,000 podcasts, but then between 2019 and 2020, it doubled. Then yeah, it’s like 1.6 and now I think it’s over 2 or 3 million, but of course some of those don’t last very long, but still it’s like, and so, but I love the fact that it’s almost kind of like a community.

00;35;30;11 – 00;35;58;06
Sarah St. John

I feel like. If like within the podcasting community, if it just feels like everyone’s tight knit, like even when it’s two companies that are like the same type of company, it doesn’t feel like competition. They like encourage each other and I just I don’t know, I love the networking aspect of it and the connections and making friends.

00;35;58;06 – 00;36;20;25
Sarah St. John

I’m actually going to a podcast conference this coming weekend. It’s going to be the first one I’ve ever gone to. It’s in Austin, so only like a three hour drive and like half of the speakers I already know only by online though. Like they’ve been on my show, I’ve been on their show or whatever, and so it’ll be nice to finally meet them in person.

00;36;20;25 – 00;36;38;13
Sarah St. John

But yeah, I think plus just the exposure that podcasting gives, especially a business owner and the reach and it’s almost like, well, I don’t know if I want to say this, but almost like a cult like thing it’s almost like.

00;36;38;13 – 00;36;41;00
Anika

Some of my favorite podcasts are about cults.

00;36;41;00 – 00;36;41;21
Sarah St. John

Oh, really?

00;36;41;21 – 00;36;45;07
Anika

Yeah. Or like people who left cults.

00;36;45;07 – 00;36;46;10
Sarah St. John

Oh, interesting.

00;36;46;10 – 00;36;46;23
Anika

Yeah.

00;36;47;20 – 00;37;05;07
Sarah St. John

Yeah. Most of the podcast I listen to our entrepreneurial, but some of ones like you’re talking about are like the true crime ones. They interest me, but I just don’t have I don’t have time or room for them on my like I literally don’t have room for them on my phone. Like my space is running out.

00;37;06;10 – 00;37;40;00
Anika

Yeah, well, to your point, like I usually like love listening to music in the car, but now I commute a few days a week and the commute is, you know, an hour, sometimes longer, depending on traffic and construction. So I have to have those podcasts qued up. And that’s been really awesome. And listening to different business podcasts or manifestation podcasts or like this one only because of again, like somebody else was like, oh, I’m doing a project on this cult. Here is a podcast episode that just came out on it.

00;37;40;07 – 00;37;47;27
Anika

And then I got hooked on like, Oh, let me dove into that world a little bit. So I think it’s interesting to see like what we figure out that we want to listen to, right?

00;37;48;17 – 00;37;54;01
Sarah St. John

And you know, how they always say there’s an app for that? Well, I feel like there’s a podcast for that.

00;37;54;21 – 00;37;56;29
Anika

Yeah, yeah, you need to trademark that.

00;37;58;00 – 00;37;59;07
Sarah St. John

Oh, I should.

00;37;59;08 – 00;38;00;08
Anika

Yeah, you totally should.

00;38;00;21 – 00;38;10;18
Sarah St. John

There’s a podcast for that. Oh, OK. Now I got an idea. Now I’m having shiny object syndrome because now I have ideas of like what that could be, but-

00;38;10;18 – 00;38;20;04
Anika

I think it goes really well with your brand and what you’re doing and how you’re helping people, you know, get to the next level and think about like what they would want to do for their podcast.

00;38;20;19 – 00;38;30;02
Sarah St. John

Huh? Yeah. You just gave me an idea for a podcast. I can actually call it “There’s a Podcast for That”. I don’t know. Well, we’ll see!

00;38;30;03 – 00;38;47;25
Anika

OK, well, we’ll have to stay in touch about that. I want to see where this goes. I know back on because one of the things I was thinking about doing is starting to bring brands on who want to talk through their brand strategy and do some of that as well. So it’s not just talking to experts and getting some of their case studies right, but then turning it on the head a little bit.

00;38;48;11 – 00;38;55;03
Anika

So and that’s you know, when you were talking about how you’ve kind of done these different series, it’s like, oh, yeah, that’s something I want to do, too.

00;38;55;17 – 00;39;19;02
Sarah St. John

So yeah, I love. Yeah. And the nice thing about podcast is you can technically do whatever you want. So I mean, even if you want to pivot, like some people end up changing the name of their podcast. Like they realize they’ve had so many episodes about a particular topic that or they’re more interested-

00;39;19;02 – 00;39;40;27
Sarah St. John

They’re kind of- Either their business is pivoting or their interest or whatever, and then they end up like changing, but they don’t. Well, I don’t know if we want to get off on that, but I was just going to say, you should keep the same RSS feed which is the feed that- so that you keep your followers and listeners and stuff.

00;39;42;06 – 00;39;52;21
Sarah St. John

But I’ve thought about doing that a couple times like more into podcasting, but I really like the whole Frugalpreneur and I love talking to-

00;39;52;21 – 00;39;53;09
Anika

Ah. You got to keep it.

00;39;53;17 – 00;39;53;29
Sarah St. John

Yeah.

00;39;55;09 – 00;39;58;15
Anika

I’m a fan. You got to keep. Yeah, I think there’s a lot to be learned there.

00;39;59;07 – 00;40;12;14
Sarah St. John

Hmm. Yeah, yeah. And I love the fact I can talk to all kinds of business owners not just like not just podcasters, which is what it would be if it was just podcasters.

00;40;12;24 – 00;40;21;28
Anika

Awesome. So I know you have a couple of websites and ways for people to find you. What is your most highly recommended?

00;40;21;28 – 00;40;41;00
Sarah St. John

So I give away all three of my books, the PDF version for free, if anyone’s interested. And that’s at TheSarahStJohn.com/free. That’s Sarah with an H and then S-T-J-O-H-N. TheSarahStJohn.com because SarahStJohn was already taken so I had to- Oh well.

00;40;41;21 – 00;40;45;20
Anika

Well you are the official Sarah St. John. So.

00;40;45;20 – 00;41;12;25
Sarah St. John

And then yeah, if someone’s interested in like say they already have a podcast or they’re thinking about starting a podcast. The podcast agency that I have is podseam(P-O-D-S-E-A-M).com. That course I was talking about podcastprofitpro.com and then if someone wants to listen to the podcast they can just go to any podcast app and type in Frugalpreneur and it should pop up.

00;41;12;25 – 00;41;21;28
Anika

Awesome. And I’ll share these in the show notes so that everybody has access to the resources and can find you easily is there anything else that you’d want to share with our audience today?

00;41;23;09 – 00;41;47;12
Sarah St. John

Oh well I mean I guess a couple of just basic tips that I would give in general when it comes to business is, well in terms of the shiny object syndrome, that’s where we kind of talked about that, is to kind of recognize when it’s happening. And I think it’s OK to have that in the beginning when you’re trying to figure out what you’re wanting to do.

00;41;48;06 – 00;42;25;12
Sarah St. John

But like once you’re zoned in on something that’s actually working and then you find yourself like getting distracted I just recognize that and you know, because you imagine like a pie or a pizza or something. If you’re focusing 100% of your time, energy, money, even on one thing, you have 100%. But if you’re spending, if you have like ten slices and doing ten different things, then you can only dedicate 10% each thing.

00;42;25;24 – 00;42;47;07
Sarah St. John

So that’s just something I’ve had to learn over the years. And then I would also say the other thing to kind of watch out for is that we spend so much time learning, which is good. We need to learn with podcasts and courses and books and all this stuff. But if you don’t implement what you’re learning, then it’s pointless.

00;42;47;07 – 00;43;07;18
Sarah St. John

So you got to implement what you’re learning and also because if you’re learning all this stuff, when the time comes to actually need to implement it, you’re not even going to remember. So just learn what you need to learn for whatever stage you’re in and then implement it.

00;43;07;26 – 00;43;17;19
Anika

Nice. 100% agree with that. I have, yeah. There are so many projects and I’m like a little bit on the way and I’m like, I just need to sit down and do it.

00;43;18;02 – 00;43;19;05
Sarah St. John

Mmm. Mhm.

00;43;20;00 – 00;43;41;17
Anika

Well, awesome. Sarah, thank you so much for sharing a lot of knowledge on podcasts and entrepreneurship today with our audience and I’m going to go download some free resources myself right after this, and I can’t wait to see your next book and see what you do next. So thanks to our audience for coming back for another week of Your Brand Amplified.

00;43;41;17 – 00;43;51;23
Anika

I’m your host, Anika Jackson, and I’ll be back again next week. Want more? Check out AmplifyWithAnika.com or follow me on socials @AmplifyWithAnika.

Stephanie Keith – Your Brand Amplified Transcript

00;00;01;05 – 00;00;21;20
Anika
Welcome to Your Brand Amplified the podcast where we interview marketers, publicists and brands to learn their stories, what makes them tick, and tips and tricks that make a difference. I’m so excited for this episode of Your Brand Amplified. I’m your host, Anika Jackson, and I’m here with Stephanie Keith from Law of Attraction Tribe. Welcome to the show.

00;00;22;06 – 00;00;24;29
Stephanie Keith
Thank you so much for having me. I’m so excited to be here.

00;00;25;07 – 00;00;53;07
Anika
Absolutely. So I found out about your podcast through a women’s podcasting group that we’re both in- started listening, had immediate results. DM’d you because I was like, OK, I listened to one episode and all of a sudden all these things happened. I love your podcast. I love like, you know, your app and everything else that you’re doing. But before we get into what you’re doing now, please walk us through your journey of how you got here.

00;00;54;07 – 00;01;22;29
Stephanie Keith
Yeah. So it’s been a long road. I first learned about the Law of Attraction in 2009. Like a lot of people did with The Secret. And at that point in my life, I was very like narrow minded in terms of how I could manifest abundance and success in my life. Like, I really only thought of it as happening through my, my day job in the corporate world.

00;01;22;29 – 00;01;45;08
Stephanie Keith
So I was really great at, like, manifesting racism promotions and bonuses and all those kinds of things. But every time I did that, more stress was put on me. And I was just at that point where every single day I would wake up and just feel that feeling in my stomach, like I didn’t want to get up and go to work.

00;01;46;07 – 00;02;17;04
Stephanie Keith
I started having a lot of anxiety, and when my 30th birthday rolled around, I was reflecting on my twenties, just realizing that I felt like I basically gave a decade of my life to this corporate job. You know, it’s like outside of this job, I was a mom and outside of that and being a mom, I didn’t really have time for anything else, and I certainly didn’t have the headspace for anything else because I was just so, you know, stressed all the time.

00;02;17;19 – 00;02;39;13
Stephanie Keith
And I thought, there’s no way I could do this for another ten, 20, 30 years. And I just felt really lost because everything that had led up to that point was all around sales. I was in corporate sales, I was in management. It’s all I knew. It was what my degree was in and I just didn’t even know where to get started.

00;02;39;28 – 00;03;04;06
Stephanie Keith
And I started thinking, you know, what would make me feel happy and fulfilled? Like, how can I serve the world and how can I leave a legacy for my daughter? Like, what would I want to be known for? And I had no answer, which is really scary. You know, when you want to make a big change and you just have absolutely no idea where to go with that.

00;03;04;29 – 00;03;24;07
Stephanie Keith
So I got out a pen and paper. I’m very big on journaling. That’s something that’s really helped me manifest all the success that I did have throughout the corporate career. And I just started writing out, like, What do I like? What do I enjoy? What would I want to do if I didn’t have to go to my nine to five job every day?

00;03;24;07 – 00;03;44;15
Stephanie Keith
Like, what would my life look like and there was just a lot of stuff, you know, that none of it looked like anything I could make money off of or build a business out of. You know, I’m just like felt like, what am I going to do from here? But one of the things will actually two of the things on the list were the law of attraction love the Law of Attraction.

00;03;44;15 – 00;04;06;06
Stephanie Keith
I read every book up until that point, just devoured any piece of content I could around that. And then I was getting really excited about Instagram and posting, and I thought it was really cool how people were building these online businesses. So those were two things on the paper that I kept coming back to. And it’s like every day I would look at that paper and I’d be like, Huh?

00;04;06;19 – 00;04;30;04
Stephanie Keith
Like, this is interesting. And, you know, it was just kind of like these little nudges. And I eventually just decided, All right, good, I’m just going to start an Instagram page and start talking to people about the law of attraction, because I know it works. I love talking about it, and maybe it can benefit someone out there. So that’s really where I started.

00;04;30;04 – 00;04;57;27
Stephanie Keith
And from there on out, I just started taking these little inspired hits as they came, and eventually it turned into online courses. Then it grew into the podcast. Then last year I had two book deals, so one of the books just came out like a couple of weeks ago, and I launched an app and a membership site and you know, all these different things that if you would have told me that on my 30th birthday, I would have said, That’s not possible.

00;04;57;27 – 00;05;09;29
Stephanie Keith
There’s no way. But I just took one little action step at a time and just kind of allowed my intuition to guide me towards this path. And here I am today.

00;05;10;02 – 00;05;30;04
Anika
Yeah, well, and I think this is a common dilemma people think they have to go through life a certain way, go to a certain school, get a certain degree, and then you get to the successful part of that career after you’ve done all that work and go, Wait, this isn’t really me. It’s not authentic. It’s not what I really want, what makes my heart sing.

00;05;30;18 – 00;06;02;29
Anika
And so the fact that you’re able to find that and you’d already been using the techniques of manifestation and abundance and law of attraction to perpetuate things with limits I would say right within your job. And then you went, Wait, I can it’s not it’s limitless. And I think that’s the podcast episode the first one I listen to was the one where you talk about don’t put limits and barriers on the universe, you know, really like you don’t know how things are going to come to you.

00;06;03;02 – 00;06;05;11
Anika
And just be open to all of the possibilities.

00;06;05;25 – 00;06;34;21
Stephanie Keith
Absolutely. And what I find so exciting is that there are things that don’t even exist yet, like different technology and platforms that could be your next million dollar business. And what I mean by that is when I first got started with all of this, I didn’t even know what a podcast was. I didn’t have a- TikTok wasn’t even around, you know?

00;06;34;21 – 00;06;53;21
Stephanie Keith
Instagram, I knew about it. I thought it was really cool, but I didn’t even have an account at that point. So there are things that like could be the next big thing for you that aren’t even here yet. And so if you’re so focused on how it’s going to happen, it really can limit you and narrow you from seeing something really cool that’s coming.

00;06;53;29 – 00;07;03;18
Stephanie Keith
So it’s really important to just keep an open mind and be open to trying new and different things that you might not fully understand, but you get excited about.

00;07;03;18 – 00;07;23;08
Anika
Yeah, and how do you think other people who are in that kind of pivotal state where they’re maybe in a corporate job, they’re looking to transition? What are some of the things that maybe the questions they should ask or the thoughts that they should put out to attract what they’re supposed to be doing or because of those aha moments.

00;07;23;17 – 00;07;48;00
Stephanie Keith
Right? So my like my big aha moment, it was kind of morbid because I started thinking, you know, like if I were to die tomorrow, like, what would people say about me? And like, what would I be leaving this world? And as morbid as that is, I think it’s a really important question. Like, what difference do you want to make in this world?

00;07;48;00 – 00;08;11;15
Stephanie Keith
Because I do feel like that’s tied to your passion. I feel that there’s all things inside of us that we’re good at, that light us up and that we’re meant to share those things with the world. And it doesn’t have to be anything big. It could be, you know, that you’re a really good cook. It could be that you’re really good at organizing, that you’re really, you know, like these little things that light you up.

00;08;12;05 – 00;08;33;14
Stephanie Keith
And if you follow that, that is what is going to end up taking you down this path of fulfillment. So get out a piece of paper like I did, and I would just start writing out everything you can, like put your phone away and really just focus on everything that you feel you’re great at or that lights you up.

00;08;33;14 – 00;08;58;02
Stephanie Keith
Like, when was the last time you really felt alive? You really felt energized, you felt like you could just work on this thing for hours, like write all those things down. And even if you have no idea whatsoever how that would make money or turn into a business, it doesn’t matter. Just write that all down. And then from there, just pay attention to how you’re feeling.

00;08;58;02 – 00;09;20;14
Stephanie Keith
Get in touch with your intuition. And so after I wrote that down nearly every day, I would keep getting the idea of starting this page and this Instagram page. And every day I would say, I’m not doing that. Like, That’s great. I don’t know how to do that. I don’t even know how to make a graphic photo. You know, all of these excuses.

00;09;20;14 – 00;09;50;23
Stephanie Keith
But finally, after like a month of hearing that I started the page and that page is really what started my business. So pay attention to that. Pay attention to what’s coming up, what inspired ideas keep coming back around? And once again, even if you don’t see how that’s tied to making money, it doesn’t matter. Like follow that if it feels right and you’ll be getting little steps moving forward and you’ll start to see a way because pretty much anything you want to do, there’s someone out there that has had success doing it.

00;09;50;23 – 00;10;19;18
Stephanie Keith
So that would be the next stage, I would say is look for proof in your environment of people who are living a fulfilled life, knowing that, I mean, now with technology and with social media, you can find pretty much anyone out there that you can follow from afar just to train your subconscious that it is in fact possible and it’s safe for you to step away from this old path that you thought you had to take and go on to this new adventure.

00;10;20;12 – 00;10;32;00
Anika
Yeah. Was that was it scary when you decided to step out on faith and quit your well-paying, great job and then move into this work that you felt really was your path?

00;10;32;22 – 00;11;02;25
Stephanie Keith
It was terrifying. And something that I’ve noticed from all of the people that I look up to and admire and follow that have done amazing things in their life is that every single one of them, they were scared. They had doubt. They were afraid, but they took action anyways. And so the people that are manifesting these crazy lives that you see on Instagram or whatever, it’s not that they just have no worries in the world.

00;11;03;06 – 00;11;33;07
Stephanie Keith
They do, but they’re taking action despite that. And so for me, you know, I was making six figures. I had a company car, I had benefits from the outside. It looked like I had it all, you know, and so my coworkers, my family, my friends, no one could understand why I would want to give that up. And so I didn’t tell other people about it because I knew that their fear and their doubt around it was going to affect my mind.

00;11;33;07 – 00;11;33;28
Anika
Oh, yeah.

00;11;34;09 – 00;11;51;08
Stephanie Keith
So it really just stayed between me, my mom and my husband because they’re both, like they’ve seen manifestation at play. They know it works and that’s it. Like, I didn’t really share it with anyone else because I wanted to keep that strong mindset. And this is going to sound a little woo-woo-

00;11;51;15 – 00;11;52;18
Anika
That’s OK. Bring it on.

00;11;54;06 – 00;12;13;09
Stephanie Keith
Whenever I’m about to do something because I’ve done a lot of these, these really scary things before, like moving from Illinois to Florida, like quitting my job. And I always ask for sign and like, I just need to know, like, is this the thing that I should be doing? Is this crazy? Give me a sign like asking the universe for a sign.

00;12;13;23 – 00;12;36;23
Stephanie Keith
And every time a sign will appear in one way or another. So at this point, I knew it was going to be really hard for me to step away from my corporate job and I was like, I just need like a reason, an excuse, a sign something that’s going to give me permission to walk away from this job, because I was really fighting it.

00;12;36;23 – 00;12;43;15
Stephanie Keith
I was having a hard time with it. And after ten years of infertility, I got pregnant.

00;12;43;24 – 00;12;44;18
Anika
Oh, my gosh.

00;12;44;24 – 00;13;22;15
Stephanie Keith
Yeah. And the moment, like, literally the moment I found out I was pregnant, I was like, This is it. I am going on maternity leave and I’m not returning. And I could make that decision like in an instant. And it just- that’s exactly how it played out. And with the timing of it, I was actually in the hospital still after having my daughter when I received an email that someone wanted to hire me for social media, which was how I like really got started with the with the amount of money I needed to make up for my corporate job.

00;13;22;26 – 00;13;47;14
Stephanie Keith
So it really, you know, things kind of happen for a reason, I believe. And you just have to take a leap of faith. But the biggest thing I would say around that is ask for a sign and then stick with your trusted inner circle. Don’t go start telling the whole world what you’re going to do because you will get feedback from people that you placed that seed of doubt and make you afraid of taking the action needed.

00;13;47;27 – 00;14;15;20
Anika
Yeah, I think those are all really important. I know when I haven’t listened to my gut or my internal instincts or, you know, on something because I’ve been like, No, I’m supposed to do X, Y, Z. This is already the path I’ve set out. It doesn’t work out. And so, you know, you’re talking about being in tune with yourself, really listening to your self internally, looking for the signs and the signs could be external, but also sometimes they’re internal.

00;14;15;20 – 00;14;35;07
Anika
Like I literally get like a bad feeling in my gut when it’s like, Oh gosh, you’re not supposed to be doing this. Why are you doing this? And I go, No, no, no. It’s, you know, you like it’s easy to disregard your own feelings to be a people pleaser or to go on the path that you think is set out in front of you rather than take this other path.

00;14;35;07 – 00;15;07;03
Anika
And I think this is something that’s common with other people I’ve interviewed is stepping out of corporate, having that really amazing job, you know, amazing in the way it pays and the benefits and maybe the company car and all those perks and the high level of success but not feeling fulfilled inside and being able to shift that to getting to a place where you feel fulfilled and obviously, like you can be as woo-woo as you want, I completely believe manifestation and abundance and the law of attraction and all of that.

00;15;07;03 – 00;15;18;09
Anika
And I think- have you ever had an experience where you’re like, OK, where you feel barriers inside of yourself to the next step and to-

00;15;18;20 – 00;15;46;09
Stephanie Keith
Absolutely. And yeah. And just to like pick up on what you were saying with, you know, trusting your intuition and everything. I know that listening to it, if you’re not used to hearing this kind of thing, it might sound really woo-woo and really out there. But there’s actually a lot of science behind it too. You know, our our human brain can only process like a fraction of a percent of what is around us in any given moment.

00;15;46;09 – 00;16;18;25
Stephanie Keith
So that intuition, that gut feeling, it’s not like it’s just there for no reason. Like it’s picking up on things that you can’t possibly see with your humanized or fully comprehend with our brains. So it’s like there is a lot of science behind why it’s really important to trust those feelings that come through. And you’re absolutely right with the barriers, everyone has barriers that are just embedded from childhood, just from our society in general.

00;16;19;24 – 00;16;42;07
Stephanie Keith
And basically what happens is in the first seven years of life, your subconscious is like a computer that’s just downloading all these software programs. Right? And it’s really important because it teaches you how to function in society. It teaches you how to follow the law and be safe and stay alive. But you also pick up on any negative beliefs that you hear.

00;16;42;07 – 00;17;02;05
Stephanie Keith
So if your parents grew up saying, Money is really hard to make or you know, you grew up thinking, I have to go to college and get a corporate job with benefits and a 401K, which is what I grew up hearing over and over and over from all my teachers and just society that can be really hard to overcome.

00;17;02;05 – 00;17;20;16
Stephanie Keith
And that’s where a lot of that resistance comes from when it’s like, you know, you want better, but you just get that feeling like, oh my gosh, like this is so scary and you just have all this resistance around it. That’s your subconscious actually trying to protect you and keep you safe because that’s the job of the subconscious.

00;17;20;16 – 00;17;49;06
Stephanie Keith
It’s scary to step out of your comfort zone and do things that are new, and there’s a lot of different techniques for overcoming these limiting beliefs around money, around your business. And the one that I have found that I kind of have been calling it like my manifestation hat is subliminals because subliminals speak directly to your subconscious mind and your subconscious is what’s controlling the show.

00;17;49;06 – 00;18;18;23
Stephanie Keith
It’s what’s controlling these thoughts and that resistance feeling. And just to kind of put it in perspective, in any given second, your conscious mind processes about 2000 bits per second. Your subconscious mind processes 200 billion bits per second. So basically what happens is your subconscious gets all of this extra information and it picks and chooses the things that you deem important, and that’s what it feeds to the conscious mind.

00;18;19;07 – 00;18;37;17
Stephanie Keith
So anyhow, this is why it’s really important to think about what you want, focus on what you want, and the subliminals are a way to do that because you could take an affirmation or a goal and you can speed it up and loop it so that your subconscious is just hearing it over and over and over again.

00;18;38;00 – 00;19;01;03
Stephanie Keith
And that way it’s going to tag that is important. So when it looks in your environment and it sees all these different opportunities, that’ll align with that goal, it’s going to now process that for your conscious mind. Now all of a sudden you’re consciously aware of all these opportunities. So it’s not that they didn’t exist before, and now they’re just magically here it’s just that you’re now becoming consciously aware of them.

00;19;01;03 – 00;19;24;08
Stephanie Keith
And they were here the whole time. Yeah. So that’s really what I’ve been using a lot with my clients to kind of like fast track it because if you write out your goals and you write affirmations, that’s great and that’s good. But this is just a way to kind of help speed up the process because after age seven, the only way you can reprogram your subconscious mind is through repetition.

00;19;24;24 – 00;19;36;00
Stephanie Keith
So, you know, you really have to like stay this is why you should focus on your goal every day. Write it out every day, use subliminal, do things that are going to cause that repetition for your subconscious.

00;19;36;10 – 00;19;47;25
Anika
Interesting. So, you just said something I want to talk about because I know you have an app with a whole community and you have some subliminals in the app, right? And some information?

00;19;48;08 – 00;20;14;24
Stephanie Keith
Yeah, I have a subliminal library where I create a new subliminal every month on- and there are a variety of different topics. So obviously, like money is a big one. I think everyone has limiting beliefs around money and especially entrepreneurs because you go from having that steady trusty paycheck every two weeks to, you know, being responsible for your income 100% on.

00;20;14;27 – 00;20;39;05
Stephanie Keith
So there’s a lot around wealth around money and there’s also a lot around confidence, the confidence of subliminals because I found that everyone I’d been working with, when you get through all the layers, a lot of us, I’m sure almost all of us have this feeling of not being enough. I’m not old enough. I’m not young enough, I’m not smart enough, I’m not rich enough.

00;20;39;09 – 00;21;12;27
Stephanie Keith
You know, all these things saying we can’t do something because we’re not enough in some way. And so working on your confidence, working on knowing that you’re worthy of this and you’re worthy of charging X price for your product or service is really, really important. And moving forward and leaving this sort of like stable corporate job and going into the entrepreneur world, because that can really be a shock to your nervous system when all of a sudden you look at your bank account and you don’t have that paycheck every two weeks.

00;21;13;08 – 00;21;16;06
Stephanie Keith
So it’s important to focus on those kinds of things as well.

00;21;17;00 – 00;21;40;22
Anika
Yeah, and I think especially for women, we internalize more limiting beliefs. I mean, because if you look at the job market you look at pay, pay is not equitable, it’s not equal. We still make less money than men across the board. There are less women, you know, people see like one or two women leaders in an organization and they think, oh, no, it is equal.

00;21;40;22 – 00;21;57;21
Anika
And it’s like, well, actually a very small percentage of CEOs and people in the C-suite in corporations are women. Very few senators are women. And so so I think we internalize more of those limiting beliefs. And then we also have that imposter syndrome where we don’t ask for what we’re worth, right?

00;21;57;21 – 00;22;39;27
Stephanie Keith
Absolutely. I noticed that when I was a manager in the corporate world, I did a lot of hiring and something struck me as so interesting and so unfortunate, and that was that every single man that we hired, every single one of them negotiated their salary. Not one female ever did, not one. So I think it really ties into generational beliefs because when you think about it, depending on when you were born, like either your mom or most definitely your grandmother, was reliant on her husband or on the men in her life for money.

00;22;39;27 – 00;22;55;26
Stephanie Keith
I mean, I think it was like, what was it, the sixties or seventies before women could even open up a bank account and get a credit card in their name. I know my grandma got divorced in the seventies. I couldn’t even get a credit card to buy her furniture for her apartment.

00;22;55;26 – 00;22;56;15
Anika
Wow.

00;22;56;15 – 00;23;07;21
Stephanie Keith
So, you know, we grew up with these beliefs, whether we’re consciously aware of them or not, they were in our environment and so it’s really embedded in women, especially around money.

00;23;08;01 – 00;23;39;29
Stephanie Keith
And this is why, you know, I see that show up really strong and female entrepreneurs. But what’s incredible is when you can break through those beliefs and you can start rewiring it, when women get confident about making money, they’re unstoppable. I mean, the amount of good they do in the world with it is insane. And so it’s just like a mission of mine to really help women overcome these beliefs because we need more women with money because that is going to help the world at large.

00;23;39;29 – 00;23;57;09
Stephanie Keith
I just see so many women like donating and starting organizations and doing things that are really helping a lot of people. So it’s really important to work through those because we all have them. We all grew up with relatives who lived in a generation where women just had no control with their finances.

00;23;58;19 – 00;24;05;20
Anika
So and you also work with women, and I guess I tend to say women, I don’t know if you work with men or other people.

00;24;05;22 – 00;24;15;28
Stephanie Keith
Pretty much all women in my community. I mean, you guys are always welcome. So I know a lot of the women, their husbands listen to the podcast so I don’t want to put you down, guys. I love- we love the men, too.

00;24;16;16 – 00;24;35;27
Anika
But I think, yeah, things like this, I think the woman tends to be the person who leads the family into thinking about abundance, manifestation, attraction, even feng shui, things like that. So you do work with women one on one as well, coaching them through some of these blocks and getting into-

00;24;35;27 – 00;25;02;06
Stephanie Keith
I do, yeah. And you know, I think like in our world, we see a lot of like female coaches and stuff. But I really work with women of that, do all types of things like one female that I work with as an artist and she is went from that kind of like starving artist mentality to five figures in a month.

00;25;02;06 – 00;25;16;07
Stephanie Keith
So it’s like it really doesn’t matter what back to like what fulfills you and what your purpose is. If you can work through those beliefs, you could be abundant and any type of business that you want to start.

00;25;17;00 – 00;25;24;25
Anika
Wonderful. So what continues to inspire and motivate you about doing this work and helping share this mission with the world?

00;25;25;20 – 00;25;49;10
Stephanie Keith
Definitely the community that I created, that was a really big goal going into this year because I felt like I you know, as an entrepreneur, it can be kind of like lonely. You’re just like you don’t have a whole team of people and I really wanted to start connecting with other goal oriented women and supporting one another.

00;25;49;10 – 00;26;16;23
Stephanie Keith
So between doing these podcast interviews and the app and creating this community, I’ve been able to connect with so many incredible women, and that is so inspiring. It’s like that helps you show up every day and such a better way, like knowing that you’re impacting them, they’re impacting you, and you’re all kind of holding each other up. So that’s really what my whole inspiration is about this year.

00;26;17;05 – 00;26;32;00
Anika
Awesome. Do you have a specific example if you feel open to sharing about somebody that you started working with who maybe didn’t believe it as much, but they wanted to just dip their toe a little bit and then they had some big breakthrough?

00;26;33;01 – 00;26;56;00
Stephanie Keith
Yeah, I mean, I kind of feel like most of the people that I’ve worked with start out that way. And we could just use the artist example because I think that’s a really great one of just it wasn’t just her. It’s like our whole society kind of has these limiting beliefs around having a creative business and how that’s not about the money.

00;26;56;00 – 00;27;21;11
Stephanie Keith
And you have society saying you can’t make money, and then you have like your fellow artist friends saying You’re a sellout if you make it. So you’re getting it on both ends of the spectrum and really starting a morning routine around the affirmations has been so incredibly helpful. So everyone that’s listening, I really recommend taking a few minutes every single morning.

00;27;21;11 – 00;27;44;05
Stephanie Keith
This is a game changer. This worked for me. This worked for her in the morning, finding time when it’s quiet. So for me, I get up before the kids get up when the house is still quiet and every single day I write out my goal and I also say it out loud because your subconscious responds to both and you’re using like a different neural pathway with both.

00;27;44;05 – 00;28;03;21
Stephanie Keith
So write down your goal, say it out loud, and then I’ll write down like a whole page of affirmations around that goal while I’m listening to the subliminals. And the other cool thing is the subliminals have binaural beats with them, which help you focus. And there’s so many benefits you can do a lot of research on that.

00;28;03;21 – 00;28;25;04
Stephanie Keith
So it kind of gets you in that state where you’re ready to take on the day and take inspired action. And I really kind of feel like the way you set up your morning is going to set the trajectory for the whole day. So we started doing this and one of the things that she did in addition to this is she started writing out specifically how she wanted her day to go.

00;28;25;04 – 00;28;52;10
Stephanie Keith
So I’m going to get accepted into two art shows today. I’m going to connect with another artist that’s working on this. I’m going to write a proposal for this. And it’s it she’s manifesting it. She’s manifesting these things almost every day. We’re texting and it’s incredible this- the stuff that’s coming through. And so like I said, I mean, we started working together the end of January, and we’re at the beginning of May.

00;28;52;22 – 00;29;17;15
Stephanie Keith
She went from, you know, barely making anything with it to five figures. Like, that’s, that’s insane. So it really can happen when you get the mindset piece behind it and you start believing in the best way to do that is repetition. So start that morning routine and it sounds small, but it really has a huge impact on your subconscious mind.

00;29;18;21 – 00;29;24;03
Anika
I love that. So you talked about your books and you said one of your books just came out?

00;29;24;16 – 00;29;50;24
Stephanie Keith
Yeah. It’s called “Trust the Universe”. And it’s a great guide for anyone, but especially if you’re brand new to the whole manifestation thing. I really did my best to break it down and just make it simple. Because I think as human beings, we like to overcomplicate things. You know, there’s manifesting rituals like everywhere on social media. So I really try to just break it down because it doesn’t have to be hard if you don’t want it to be.

00;29;51;07 – 00;30;15;15
Stephanie Keith
And I tied in a lot of science behind it as well because I have a science background I have a dad who’s really skeptical. So I love it, like being able to tie in science and real life examples with this. So it’s a really great guide, the kind of walks you through the whole process. And then every chapter, there’s different practices that you can do so that you actually are implementing it in your life as you go along.

00;30;16;16 – 00;30;21;21
Stephanie Keith
And you can get that online on Amazon or Barnes Noble, Target, all the places.

00;30;22;09 – 00;30;26;09
Anika
Wonderful. And what’s next for you and The Law of Attraction?

00;30;26;26 – 00;30;50;16
Stephanie Keith
OK, oh, wow. Right now my big goal is just scaling my app. I really just want to get as many women, women and men. I keep saying women, but really just as many high-vibe people as possible because I feel like the more good energy that’s in there, the more it’s going to impact the world. So that’s my main focus for the rest of this year.

00;30;50;27 – 00;30;59;25
Anika
I love it. Is there anything else that you wanted to share today with you know, that entrepreneur or that person who has that drive in them, who wants to take the leap?

00;31;00;26 – 00;31;29;10
Stephanie Keith
If I could do it, you can too. I don’t have any special skills that anyone listening doesn’t have. So as long as you get really clear on your vision, you absolutely we can achieve whatever you want. There’s really no limit to it. And also, if they want to try out subliminals, I have free subliminals in the app so they can go right now and get started with that and just listen to them on repeat.

00;31;29;10 – 00;31;35;03
Stephanie Keith
And that’ll really help get their mind on board and start believing that all of this is possible for them.

00;31;35;15 – 00;32;01;13
Anika
Awesome. Stephanie, thanks so much. I was really excited to get the opportunity to actually meet face to face and talk through the Law of Attraction, the Law of Attraction Tribe and I will put all of your resources in the show notes and for our listeners, make sure to go to Thelawofattractiontribe.com to find out more about Stephanie and her app and her books and how to work with her and everything else.

00;32;01;28 – 00;32;06;12
Stephanie Keith
Thank you so much, I have so much fun talking with you. I really appreciate it.

00;32;06;12 – 00;32;22;21
Anika
Yeah! Absolutely. Awesome. And thank you to our audience for coming back and hopefully you claim some more inspiration on your entrepreneurial journey today. I’ll be back again next week. Want more? Check out AmplifywithAnnika.com or follow me on socials @AmplifywithAnika.