How to create a powerful bio that will get you booked on podcasts | Nancy Juetten

Johnny: 00:00:00

Welcome to the show.

Johnny: 00:00:00

My name is Johnny Ball, this is Speaking Influence the show that explores the

Johnny: 00:00:05

world of influence and persuasion to help you build authority and

Johnny: 00:00:09

become a more powerfully persuasive communicator in business and in life.

Johnny: 00:00:15

This week, I'm going to be speaking with an expert in creating bios for

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getting yourself booked on to podcasts.

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Now, I talk about this a lot in my own work that right now, getting

Johnny: 00:00:28

onto the podcast is one of the best ways to build your profile.

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If you're a coach, a speaker or a trainer, if you have something

Johnny: 00:00:35

that could be talked about

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from an expert level on podcasts, then it's a really powerful way to

Johnny: 00:00:42

be building up your expertise and your authority in your industry.

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So if you have the kind of business where it's worthwhile, you've taken some

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time to become known for what you do.

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Then you are going to love this episode with my guest Nancy Juetten.

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On the show, we regularly explore the world of influence and

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persuasion from multiple aspects.

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Many of them referring particularly to business applications for

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the psychology and application of influence and persuasion.

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So we do look at things like marketing, but we also take a look at some of

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the psychological aspects of influence and persuasion, some of the history of

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influence and persuasion, we explore rhetoric, we explore persuasion

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skills, ethical and otherwise.

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And we look at much more besides to help you become a more powerful communicator.

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If that's the kind of stuff that you want regularly for content for yourself.

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And you enjoy the show you're listening to today, consider subscribing to get

Johnny: 00:01:42

more and do check out our back catalog.

Johnny: 00:01:44

With well, over a hundred shows, they're exploring this subject,

Johnny: 00:01:47

and more besides you are not going to be sure of information to improve

Johnny: 00:01:52

your influence and persuasion skills and be a more powerful communicator.

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All that remains for me to say is enjoy the show.

Don: 00:02:01

Welcome to Speaking Influence.

Don: 00:02:03

The show that helps you to master the psychology and application

Don: 00:02:07

of ethical influence and persuasion, in life and business.

Don: 00:02:11

With persuasive presentations and podcasting coach, Johnny Ball.

Nancy: 00:02:17

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Nancy: 00:02:20

a simple online ecosystem for your business where you can create funnels,

Nancy: 00:02:23

build an integrated website, sell and host courses and live programs, build

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your list with lead magnets, manage your sales, create communities and so much

Nancy: 00:02:31

more, in a way that is affordable and fully supported, you'll love New Zenler.

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And if you love it you can register for monthly or discounted annual billing.

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pay for a multitude of services you have to then link up manually.

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Get an online solution that does everything you need in one place.

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Find the link in the show notes and try New Zenler as the all in one

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solution for your business today.

Johnny: 00:02:55

Welcome to Speaking Influence.

Johnny: 00:02:57

Now this is the influence and persuasion show and one of the critical parts of

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being influential and having persuasion with your group, the people you want

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to be speaking to is being noticed.

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And so this is one of the reasons why I've been looking forward to

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today's conversation with my guest.

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My guest is called Nancy Juetten.

Johnny: 00:03:17

I remember it.

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It's just like button.

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I have that written down and and she is an expert at making

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your bios more interesting.

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So you can say bye-bye boring bio, which is what we're here to talk about.

Johnny: 00:03:27

So welcome Nancy.

Nancy Juetten: 00:03:29

thank you.

Nancy Juetten: 00:03:29

It's great to be here.

Johnny: 00:03:31

I'm really happy to be speaking to you.

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I don't know when we connected before, I've been looking forward to doing

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the recording with you since then, you are absolutely delight to chat with.

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And so I want to start off just before we get into what we're here to talk

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about by asking you for you, who is somebody who stands out as being maybe

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an exceptional person in terms of their influence and persuasion and why?

Nancy Juetten: 00:03:55

The person who stands out as the most influential

Nancy Juetten: 00:03:58

and persuasive in my experience is none other than Oprah Winfrey.

Nancy Juetten: 00:04:03

I have followed her work my entire life, and

Nancy Juetten: 00:04:07

nobody is more authentic, more connected and more genuinely concerned

Nancy Juetten: 00:04:15

about doing good in the world, through the power of the platform.

Nancy Juetten: 00:04:19

And whenever I'm in doubt about what to do or how to do it, I'll often ask myself

Nancy Juetten: 00:04:23

what would Oprah do in this situation?

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And I always rise up to the next best, possible way to contribute because she's

Nancy Juetten: 00:04:31

been someone I've admired my entire life.

Johnny: 00:04:34

And she is a great example of someone who built her own platform

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really and made the career for herself and has led the way for

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so many other women, especially, but especially women of color too.

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And what is it, do you think that stands out for you the most about

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her influence and persuasion?

Johnny: 00:04:53

I know she's done good with that, but in terms of the journey that she's done

Johnny: 00:04:57

with that, what do you think has been most important for her creating that?

Nancy Juetten: 00:05:02

One of the things I remember most about reading a, her story

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is that when she was starting out as a news broadcaster, she felt the news very

Nancy Juetten: 00:05:11

deeply and had a very difficult time keeping her emotions out of her delivery.

Nancy Juetten: 00:05:17

And that made her a horrible newscaster, but it set her up to be a brilliant

Nancy Juetten: 00:05:24

podcast hosts, brilliant host of a show.

Nancy Juetten: 00:05:27

And I have often thought about that as well as I pursued my own journey because

Nancy Juetten: 00:05:32

I feel people's messages very deeply.

Nancy Juetten: 00:05:36

I feel the news very deeply and keeping emotion out of it has been hard for me

Nancy Juetten: 00:05:41

too, but there's always going to be a way for us to craft our own path, to be that

Nancy Juetten: 00:05:45

unicorn in our industry, to be the one who's going to be the one that shows up in

Nancy Juetten: 00:05:50

this way and does it in full expression.

Nancy Juetten: 00:05:53

So the right people are called to want to work with you or listen

Nancy Juetten: 00:05:57

to you or be persuaded by you.

Nancy Juetten: 00:05:59

And so I've just sort of held her up as a standard because just because

Nancy Juetten: 00:06:04

she didn't fit the mold of a standard news broadcaster didn't mean she

Nancy Juetten: 00:06:08

didn't have a brilliant, brilliant role to play in a much bigger way.

Nancy Juetten: 00:06:12

And I think that that's very inspiring for me personally.

Johnny: 00:06:16

Yeah.

Johnny: 00:06:16

I love that.

Johnny: 00:06:17

Like once I think she was almost a failure and yet those were things that

Johnny: 00:06:21

absolutely made her a success own that.

Johnny: 00:06:23

So A great comparison to draw there, Nancy.

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So that leads us very nicely into what we are here to talk about, which is helping

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people to stand out and what your work is in helping other people to develop their

Johnny: 00:06:36

profiles and to be more noticed, first of all, how did you come to be doing that?

Johnny: 00:06:42

And what led you to doing this kind of work?

Nancy Juetten: 00:06:45

Well way back in the day I owned my own public relations

Nancy Juetten: 00:06:48

agency and I represented leading banks, prestigious chocolate companies.

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Real estate organizations, all kinds of mainline businesses.

Nancy Juetten: 00:06:58

And when I would sit down with the CEO and say, well, let's hear your story.

Nancy Juetten: 00:07:03

They would say things like.

Nancy Juetten: 00:07:06

You know, the usual I went to this school, like went to this,

Nancy Juetten: 00:07:10

I live in this neighborhood.

Nancy Juetten: 00:07:11

I'm married to my lovely wife, with my two kids.

Nancy Juetten: 00:07:14

I play tennis on the weekends and I would think to myself, no, no,

Nancy Juetten: 00:07:18

no, that's simply not going to do.

Nancy Juetten: 00:07:20

We've got to get to the meat of the matter and find a way to differentiate

Nancy Juetten: 00:07:24

what makes you special, different and preferred, because let's just talk

Nancy Juetten: 00:07:28

about community banking for a moment.

Nancy Juetten: 00:07:30

If you cover the logo of that bank and you cover the photo of the person whose bio

Nancy Juetten: 00:07:36

is underneath It you'll probably notice that most of the bios sound the same.

Nancy Juetten: 00:07:41

And how does that help the bank create relationships with people

Nancy Juetten: 00:07:45

with meaningful assets to invest?

Nancy Juetten: 00:07:47

Dollars that they can borrow.

Nancy Juetten: 00:07:49

So it all started with me working with a lot of boring bankers who

Nancy Juetten: 00:07:54

needed to find a way to differentiate themselves, that would also work within

Nancy Juetten: 00:07:58

a compliance arrangement, you know?

Nancy Juetten: 00:08:01

And so I started working with people to write better bios for them.

Nancy Juetten: 00:08:06

I developed an entire system around how to do it.

Nancy Juetten: 00:08:09

And then when the great recession happened in 2008, and my PR firm ran into

Nancy Juetten: 00:08:15

difficult times in the crazy economy.

Nancy Juetten: 00:08:19

I found myself in need of creating a product that I could sell because my

Nancy Juetten: 00:08:23

PR business kind of fell on hard times.

Nancy Juetten: 00:08:26

So I codified all of my methods, my tools, my systems, my templates into

Nancy Juetten: 00:08:33

a bye-bye boring bio workbook that put me on the map in a fairly big way.

Nancy Juetten: 00:08:37

I got rather internet famous for it.

Nancy Juetten: 00:08:40

And I said, I was since 2009, I've been the bye-bye boring bio expert who

Nancy Juetten: 00:08:45

has worked with luminaries and stars on the rise to stand out at hello

Nancy Juetten: 00:08:50

with a story that actually stands out and brings more people to them

Nancy Juetten: 00:08:54

instead of repels them from them.

Johnny: 00:08:58

It seems that the ability to stand out is more important now than it ever

Johnny: 00:09:04

has been the capability to differentiate.

Johnny: 00:09:07

Brand marketing experts all over the place who are helping people to do this.

Johnny: 00:09:12

Just how much of a difference can it make to somebody in terms of

Johnny: 00:09:17

what their bio and looks like, and who are the kinds of people who you

Johnny: 00:09:21

were primarily aiming that towards?

Nancy Juetten: 00:09:23

The people I'm primarily aiming to serve our successful service

Nancy Juetten: 00:09:27

providers, messengers and speakers who are up to a mission worth fighting

Nancy Juetten: 00:09:33

for those are my ideal clients.

Nancy Juetten: 00:09:37

And there are so many.

Nancy Juetten: 00:09:39

Author speaker, coach people in the world.

Nancy Juetten: 00:09:42

I often Quip it's author speaker, coach snooze, you lose because if

Nancy Juetten: 00:09:48

you're going to call yourself that, like how much more generic can you be?

Nancy Juetten: 00:09:53

So those are the ideal people that I work with.

Nancy Juetten: 00:09:55

The bio is not meant to be everything you've ever done in your life.

Nancy Juetten: 00:10:00

It should be a powerful statement about who you serve, the big results your

Nancy Juetten: 00:10:05

clients welcome, and what differentiates you as the best available athlete or

Nancy Juetten: 00:10:11

service provider to bring in that magic faster, easier, and better so that

Nancy Juetten: 00:10:17

people can connect to do more business.

Nancy Juetten: 00:10:20

One of the bigger mistakes people make is they tell you everything they've

Nancy Juetten: 00:10:24

ever done in their life through every possible career intervention or

Nancy Juetten: 00:10:29

reinvention that they've ever done, which serves to confuse people rather than

Nancy Juetten: 00:10:33

to create clarity around getting busy.

Nancy Juetten: 00:10:37

More business done right now.

Johnny: 00:10:40

But you're in the right place.

Johnny: 00:10:41

I definitely knew that you were the right person to be speaking to you because a lot

Johnny: 00:10:45

of the audience for this show and a lot of my target client audience as well are.

Johnny: 00:10:50

Because trainers consultants.

Johnny: 00:10:52

And so we work in similar markets.

Johnny: 00:10:55

So that's why I knew that your content was going to be very relevant

Johnny: 00:10:58

to, to this particular audience.

Johnny: 00:11:00

They you've mentioned some of the things that the bankers were doing long line,

Johnny: 00:11:04

just looking very generic and boring.

Johnny: 00:11:07

But in terms of the coaches and speakers, what do you see as

Johnny: 00:11:10

being the biggest mistakes there?

Johnny: 00:11:11

I guess it's probably some of the same, but what else do you think.

Nancy Juetten: 00:11:14

I have a fun little acronym.

Nancy Juetten: 00:11:16

I'll see if I can try to spell it out for you.

Nancy Juetten: 00:11:18

I call it ABC.

Nancy Juetten: 00:11:19

D I Y would be arrogant.

Nancy Juetten: 00:11:25

A would be absence of proof of your claims.

Nancy Juetten: 00:11:29

For example, I'm a best-selling author, even when I've only sold two, two or three

Nancy Juetten: 00:11:34

books, and most of them were to family and friends arrogance, absence of proof.

Nancy Juetten: 00:11:40

That would be a couple of days.

Nancy Juetten: 00:11:42

Be boring.

Nancy Juetten: 00:11:43

You sound like everybody else.

Nancy Juetten: 00:11:46

See there's no clarity.

Nancy Juetten: 00:11:48

There's no conviction.

Nancy Juetten: 00:11:50

There's no Commitment to serve in a bigger way beyond just making money.

Nancy Juetten: 00:11:55

D is failure to differentiate.

Nancy Juetten: 00:11:58

You sound like everybody else.

Nancy Juetten: 00:12:00

I, this is a big one.

Nancy Juetten: 00:12:02

Every sentence starts with I, and that's the problem because if you're preparing

Nancy Juetten: 00:12:08

a bio for a podcast guest interview or for a speaking opportunity, It's ideal

Nancy Juetten: 00:12:16

if it's written in the third person so that the host can easily read it

Nancy Juetten: 00:12:20

without having to transpose the tents to be relevant for the situation I is,

Nancy Juetten: 00:12:27

when it's all about you, you leave out the most important person,

Nancy Juetten: 00:12:31

which is the ideal client that needs to be persuaded to engage.

Nancy Juetten: 00:12:37

And why is just for fun?

Nancy Juetten: 00:12:40

I call it yada, yada yada it's where you go on and on and on and on.

Nancy Juetten: 00:12:46

And you lose them at hello because you didn't have the grace and the smarts to

Nancy Juetten: 00:12:50

get to the meat of the matter quickly.

Nancy Juetten: 00:12:51

So people can say, yes, that's my guy.

Nancy Juetten: 00:12:55

Those are some of the bigger mistakes that people make.

Johnny: 00:12:58

Okay.

Johnny: 00:12:58

That's quite a lot of mistakes there that people are making.

Johnny: 00:13:01

And so I guess most people are probably making some of those mistakes.

Johnny: 00:13:06

Some people may be making all of those mistakes, but they're,

Johnny: 00:13:09

this is why we need people like you, who can help us to fix it.

Johnny: 00:13:12

So where do we start to turn that around?

Johnny: 00:13:14

Nancy?

Johnny: 00:13:15

Where do we begin to.

Johnny: 00:13:16

Create a buyer that is going to stand out and people are going

Johnny: 00:13:20

to look at and go, oh yeah.

Johnny: 00:13:21

Wow.

Johnny: 00:13:21

I need to know more about this person?

Nancy Juetten: 00:13:23

Well, one of the first things you want to do is you

Nancy Juetten: 00:13:26

want to decide what you want your bio to accomplish for you right now.

Nancy Juetten: 00:13:30

I often say that when you go to the one size fits all rack at the

Nancy Juetten: 00:13:35

discount mall, you may have clothes on your back, but you won't look

Nancy Juetten: 00:13:39

sexy, svelte and spectacular because you didn't think about the occasion

Nancy Juetten: 00:13:44

that you were getting dressed for.

Nancy Juetten: 00:13:46

So if you want to bio to attract clients, Put that objective in mind

Nancy Juetten: 00:13:51

and write your bio to attract clients.

Nancy Juetten: 00:13:54

If you want your bio to attract speaking gigs, position yourself as

Nancy Juetten: 00:13:58

a speaker who delights and inspires audiences in a very specific way.

Nancy Juetten: 00:14:03

If you want to be booked for media interviews, lead with the kind of

Nancy Juetten: 00:14:07

conversation you want to be a part of.

Nancy Juetten: 00:14:10

You get to bring to the conversation that makes you the host or the guests

Nancy Juetten: 00:14:14

that a host can't wait to talk to.

Nancy Juetten: 00:14:16

So number one is what is the bio supposed to be doing for you?

Nancy Juetten: 00:14:20

Because one bio does not suit all these situations.

Nancy Juetten: 00:14:25

Then what you want to do is you want to reflect on the who, the how and

Nancy Juetten: 00:14:30

the wow, who the ideal client is, the, how you make your biggest difference

Nancy Juetten: 00:14:36

and the big wow that you bring about.

Nancy Juetten: 00:14:40

Those could be the stunning results that you bring about to clients who wisely

Nancy Juetten: 00:14:43

invest or those could be the standing ovations you invite every time you take

Nancy Juetten: 00:14:47

the stage, or that could be the repeat guest invitations, you get to come back to

Nancy Juetten: 00:14:53

whatever show multiple times, because you were so amazing every time you show up,

Nancy Juetten: 00:14:58

then you want to prove why you've got the goods by your credentials, your awards,

Nancy Juetten: 00:15:04

what clients say, and then you want to

Nancy Juetten: 00:15:07

package everything in the right format, so it's eminently usable, a podcast host,

Nancy Juetten: 00:15:14

for example, is going to want maybe 50 words or at most 100 words to introduce

Nancy Juetten: 00:15:20

you in the third person, the 300, 500, the 800 word bio that you obsessed with for

Nancy Juetten: 00:15:28

months and months to get exactly right.

Nancy Juetten: 00:15:30

My guess is you did that to satisfy your own ego, but chances are very

Nancy Juetten: 00:15:35

few people have read from start to finish that 700 word thing.

Nancy Juetten: 00:15:40

And I would ask you that question, Johnny, when people pitch you to be a

Nancy Juetten: 00:15:44

guest on your show, what are some of the mistakes that you see people making

Nancy Juetten: 00:15:48

that have you hitting the delete key?

Nancy Juetten: 00:15:51

Instead of saying, boy, I can't wait to talk.

Johnny: 00:15:53

That's a nice question.

Johnny: 00:15:54

I really liked that you answered that.

Johnny: 00:15:55

I would like to talk about this earlier today and it comes up quite often.

Johnny: 00:15:59

So there's a few things.

Johnny: 00:16:00

One is that they don't actually check what my show's about and just say, Hey,

Johnny: 00:16:04

I want to come and speak on your show.

Johnny: 00:16:05

Another thing is they expect me to do all the work and research that would say,

Johnny: 00:16:09

Hey, I'd be a great guest on your show.

Johnny: 00:16:11

And I don't know who they are.

Johnny: 00:16:12

And I don't have a lot of time to research everyone who applies to be on the show.

Johnny: 00:16:17

What else do they get wrong?

Johnny: 00:16:18

They, they send me too much information.

Johnny: 00:16:21

But like you said about having that super long bio, they'll send me all this

Johnny: 00:16:24

stuff with all these different links and videos and previous interviews,

Johnny: 00:16:27

again, ain't nobody got time for that.

Johnny: 00:16:29

And yeah, th there's loads of mistakes.

Johnny: 00:16:31

And so I particularly love it when people get it right.

Johnny: 00:16:36

In terms of like, which is really just the.

Johnny: 00:16:38

Like you said, having the meat of it and knowing straight away, like

Johnny: 00:16:42

they've checked you out, they know that they know what you're about.

Johnny: 00:16:46

They know what your show is about and they can come to someone can come to

Johnny: 00:16:49

you and tell you why they are going to be a good guest for your show.

Johnny: 00:16:53

When, when we got in contact, it was very clear to me.

Johnny: 00:16:56

There's like you were going to be a good person to speak to.

Johnny: 00:16:59

I didn't take much convincing to set up a conversation.

Johnny: 00:17:02

So, yeah.

Johnny: 00:17:03

And that's the, I want to have that chat with you because I could see

Johnny: 00:17:06

very clearly what you're about.

Johnny: 00:17:08

And and the reach out was just enough information to, to make me think.

Johnny: 00:17:12

Yes, I know this is someone I want to talk to.

Nancy Juetten: 00:17:15

You know this idea.

Nancy Juetten: 00:17:16

Thank you so much.

Nancy Juetten: 00:17:17

And this idea of just enough, I think Goldilocks, the fairytale is something

Nancy Juetten: 00:17:22

we should all visit for everything that we do as speakers, trainers, experts,

Nancy Juetten: 00:17:26

authors, because there's too little information, there's too much information.

Nancy Juetten: 00:17:31

And then there's this idea of what's just right.

Nancy Juetten: 00:17:34

And it's more of an art than a science to figure out what that is.

Nancy Juetten: 00:17:38

But in my experience, working with luminaries and stars on the rise

Nancy Juetten: 00:17:42

and celebrities and big name CEOs less, typically less is often more.

Nancy Juetten: 00:17:48

And it takes more skill to get.

Nancy Juetten: 00:17:50

It did boil down to the bare essence, but when you can get to the meat

Nancy Juetten: 00:17:53

and that are quickly where people instantly know that you're a fit,

Nancy Juetten: 00:17:57

let's commit and let's get on with it.

Nancy Juetten: 00:17:59

And that's really what everybody wants.

Nancy Juetten: 00:18:01

Whether you want more speaking gigs, more podcast interviews, or

Nancy Juetten: 00:18:05

to have clients say, you're the one that I want you're the answer to

Nancy Juetten: 00:18:08

my prayer.

Nancy Juetten: 00:18:09

I think that if we, and I think another mistake people make.

Nancy Juetten: 00:18:13

And this is a very common one.

Nancy Juetten: 00:18:16

Most people doing business today have a website and they're working with

Nancy Juetten: 00:18:19

someone to get their website live.

Nancy Juetten: 00:18:21

And there's a place on your website to say, here's my about me page.

Nancy Juetten: 00:18:25

And it's a box on a list that you check, check, check, check.

Nancy Juetten: 00:18:30

What if your website went live 10 years ago?

Nancy Juetten: 00:18:33

And that was the very last time you looked at your bio because you checked

Nancy Juetten: 00:18:37

the box, but in the 10 years that have passed, your hairstyle has changed,

Nancy Juetten: 00:18:42

.Your physical appearance has changed, but most importantly, the

Nancy Juetten: 00:18:45

contributions and the stunning results you've brought about have changed.

Nancy Juetten: 00:18:49

And you may have shifted focus in dramatic ways that are not yet reflected

Nancy Juetten: 00:18:53

on the place where people go to find out whose name is on the door, whether

Nancy Juetten: 00:18:57

or not you're the one that they want.

Nancy Juetten: 00:18:59

If it's been six months or more, since you've looked at your bio, look at it

Nancy Juetten: 00:19:05

with fresh eyes today and ask yourself, is this still the best possible way for

Nancy Juetten: 00:19:10

me to represent my message, my story, my mission, my magic, so that the right

Nancy Juetten: 00:19:14

people will want to say yes to me.

Nancy Juetten: 00:19:16

And if the answer is no it's time to refresh that message so that

Nancy Juetten: 00:19:21

you can show up as you wish to, to welcome the outcomes that you desire.

Johnny: 00:19:26

Yeah, I think that's super important.

Johnny: 00:19:29

And another thing that came up for me whilst you were saying that, and

Johnny: 00:19:31

I do see this quite often as well.

Johnny: 00:19:33

I don't want to lead this into something else that you talk about is that some

Johnny: 00:19:36

people who applied to be on the show.

Johnny: 00:19:39

When they apply they tell me maybe 10 or 15 or more different things that they

Johnny: 00:19:45

could come on the show and talk about.

Johnny: 00:19:47

And I don't want to hear that from people.

Johnny: 00:19:50

I really don't want somebody who can come and talk to me about everything.

Johnny: 00:19:54

I want some.

Johnny: 00:19:55

Like you who can come and talk to me about bios and yes, we might talk about

Johnny: 00:19:59

some other things, but I know what you're about, and I know what you specialize in.

Johnny: 00:20:04

I want specialized people to come on the show.

Johnny: 00:20:08

I really don't want generalists the same as if I, when I

Johnny: 00:20:11

choose coaches who I work with.

Johnny: 00:20:14

And now I work with, I can work with a marketing coach right now.

Johnny: 00:20:17

Really cool guy, Chris Ducker.

Johnny: 00:20:18

Awesome.

Johnny: 00:20:19

And.

Johnny: 00:20:20

I very careful about how I selected him, but if Chris just worked in everything

Johnny: 00:20:25

and what, with every kind of business or every kind of entrepreneur, I would

Johnny: 00:20:29

not be interested in working with him.

Johnny: 00:20:32

He works with very specific kinds of people and that's a perfect fit for me.

Johnny: 00:20:37

And so that's what I see with people who want to come forward and

Johnny: 00:20:40

do all sorts of things that I see in lots of people's bios as well.

Johnny: 00:20:43

So many people now are doing more than one thing and I get it.

Johnny: 00:20:46

But it's a as.

Johnny: 00:20:47

As the marvelous coach, Carrie Wilkerson was pointing out to me yesterday, you

Johnny: 00:20:51

can only ride one horse at a time.

Johnny: 00:20:55

We have butt, one butt, one horse.

Johnny: 00:20:57

And that is that way for a reason.

Johnny: 00:20:59

So,

Nancy Juetten: 00:21:00

know, that

Johnny: 00:21:00

I know.

Nancy Juetten: 00:21:01

that, that one lesson was a tough one for me to learn.

Nancy Juetten: 00:21:04

And I'm just so glad you brought it up because it was Phil McGraw, who said

Nancy Juetten: 00:21:10

you can only run, ride one horse with what exactly what you said, but when

Nancy Juetten: 00:21:16

you have relentless focus on one thing that you do better than anyone else,

Nancy Juetten: 00:21:21

you have the opportunity to get known for that get paid for that,

Nancy Juetten: 00:21:25

have your star rise because of it.

Nancy Juetten: 00:21:27

And have it be the thing that people say, that's the gal who does this.

Nancy Juetten: 00:21:32

And if people are looking for how to write a professional bio, how to

Nancy Juetten: 00:21:36

write a client, attracting bio, how to get your media one-sheet done and

Nancy Juetten: 00:21:40

dialed, and they go to Google to type in those terms, certain people will

Nancy Juetten: 00:21:46

come back instantly in the search.

Nancy Juetten: 00:21:48

And that is what we all want is to be that go-to person type in bye-bye

Nancy Juetten: 00:21:52

boring bio and tens of thousands of references will point directly back to me.

Nancy Juetten: 00:21:59

And is it the only thing I talk about?

Nancy Juetten: 00:22:01

No.

Nancy Juetten: 00:22:02

Over the years I've tweaked it and pivoted so that it can be even more relevant.

Nancy Juetten: 00:22:06

That's why I talk a lot about podcast guesting these days, because we are living

Nancy Juetten: 00:22:10

in a shelter in place world where the empowerment and control we have over our

Nancy Juetten: 00:22:14

upside can be influenced dramatically,

Nancy Juetten: 00:22:16

if we take our place at the microphone to speak up.

Nancy Juetten: 00:22:19

And if you want to do that, you need a bio that will be host friendly.

Nancy Juetten: 00:22:23

That speaks to the specifics.

Nancy Juetten: 00:22:25

And I am better qualified to talk about that than most folks, because I spent

Nancy Juetten: 00:22:29

the last 11 years beating the drum about why the bio matters and how you can

Nancy Juetten: 00:22:34

make yours work hard for you in the ways that are meaningful to your bottom line.

Johnny: 00:23:21

Yeah, well, let's dive a little bit more into that then specifically,

Johnny: 00:23:26

because I know that some of the work I do with people is in helping them

Johnny: 00:23:30

get on the right kinds of podcasts and shows and things with that sort

Johnny: 00:23:34

of publicity and helping them set up those media kits and things like that.

Johnny: 00:23:38

What are the kinds of things you think?

Johnny: 00:23:40

You mentioned about having that short bio in the third person, but what other

Johnny: 00:23:43

things do you think are essential for somebody to have in their media kit

Johnny: 00:23:48

and in their reach out to other people?

Nancy Juetten: 00:23:51

well, one very basic thing is called a media one sheet, and

Nancy Juetten: 00:23:56

this is a PDF or a graphic image of all the essentials that a host would need

Nancy Juetten: 00:24:04

to determine that you are their person.

Nancy Juetten: 00:24:07

I ask people to start with creating a media one sheet, because it's an

Nancy Juetten: 00:24:11

exercise in clarity, you can say, what do I want to be known for?

Nancy Juetten: 00:24:15

What conversation do I want to lead?

Nancy Juetten: 00:24:17

What qualifies me to talk about this?

Nancy Juetten: 00:24:20

What have people said about me as an expert in this area?

Nancy Juetten: 00:24:24

Where am I social media profiles.

Nancy Juetten: 00:24:27

And what is the best way to book me these?

Nancy Juetten: 00:24:29

And of course your professional headshot that looks like you will

Nancy Juetten: 00:24:31

be looked like today with your current reflection in the mirror.

Nancy Juetten: 00:24:35

When you go to the effort to create this document, then you have message

Nancy Juetten: 00:24:41

clarity about what you want to do.

Nancy Juetten: 00:24:42

And as you've created that your own confidence and conviction and desire

Nancy Juetten: 00:24:47

to speak up becomes even stronger.

Nancy Juetten: 00:24:50

So then if you want to be booked on shows, there are so many wonderful podcasts guest

Nancy Juetten: 00:24:55

matchmaking sites available to us today that are free to belong to, but they all

Nancy Juetten: 00:25:00

have their own platforms that require that you enter the very similar information

Nancy Juetten: 00:25:05

that is on your media, one sheet.

Nancy Juetten: 00:25:07

So by getting to clarity first about what you want to talk about it then

Nancy Juetten: 00:25:11

becomes a cut paste and share situation.

Nancy Juetten: 00:25:16

On the various platforms where people are looking for guests.

Nancy Juetten: 00:25:19

So you save yourself time, you position yourself properly on all these sites,

Nancy Juetten: 00:25:25

and you could be getting leads in your inbox as soon as tomorrow from hosts that

Nancy Juetten: 00:25:31

are looking for someone just like you.

Nancy Juetten: 00:25:34

I think that with 2.7 million podcasts on the air, according to listen notes,

Nancy Juetten: 00:25:41

the recipe for overwhelm for a lot of messengers is pretty daunting.

Nancy Juetten: 00:25:47

But if you could choose to book yourself on two shows a week consistently

Nancy Juetten: 00:25:51

as a steady diet, you will never be hungry for an audience ever again.

Nancy Juetten: 00:25:56

Audience opportunities will come into your inbox.

Nancy Juetten: 00:25:59

If you learn the finesse to pitch like a human being who cares about the host, as

Nancy Juetten: 00:26:04

much as you care about yourself, you will set yourself up for brilliant success.

Nancy Juetten: 00:26:10

And the best part about it is the thing that people don't tend to think

Nancy Juetten: 00:26:14

about until it starts to happen.

Nancy Juetten: 00:26:16

But when you are a brilliant guest on a show and you pour value into

Nancy Juetten: 00:26:21

the conversation, There are likely other hosts that are going to be

Nancy Juetten: 00:26:25

listening to that show who are looking for guests, just like you.

Nancy Juetten: 00:26:29

And that means that opportunities start coming your way without

Nancy Juetten: 00:26:33

you even having to pitch.

Nancy Juetten: 00:26:35

And wouldn't that be an amazing outcome?

Nancy Juetten: 00:26:38

That's been what's happened for me.

Nancy Juetten: 00:26:39

And so I'm just beating the drum for people to get in the game, because

Nancy Juetten: 00:26:44

if you are a messenger, a speaker, someone who has something to share

Nancy Juetten: 00:26:47

and discuss how empowering is it.

Nancy Juetten: 00:26:52

Get the opportunity to have a long form conversation where aha insights

Nancy Juetten: 00:26:57

can be dropping left and right.

Johnny: 00:26:59

Well, you and I are very much on the same page with all of that Nancy.

Johnny: 00:27:03

I can agree with you wholeheartedly 100%.

Johnny: 00:27:08

And I love that.

Johnny: 00:27:08

It's all, I've often said to people that I don't like cut and paste applications.

Johnny: 00:27:13

But it's not a hundred percent true cause I don't dismiss them

Johnny: 00:27:16

if it's the right kind of person.

Johnny: 00:27:18

And if they actually show me that they looked at my profile and they've

Johnny: 00:27:22

checked that they're a fit for the show.

Johnny: 00:27:24

I understand that people want to save time, but it's really

Johnny: 00:27:27

just the ones where I can see.

Johnny: 00:27:29

They've just sent it out to probably everybody and and haven't made any

Johnny: 00:27:34

adjustments to it or even worse, they say, oh, Hey, I love your show.

Johnny: 00:27:38

I love what you talk about, but there's nothing specific there.

Johnny: 00:27:42

And it's well, I don't know that you've actually listened to it.

Johnny: 00:27:44

I don't know.

Johnny: 00:27:45

Any idea who I am, and I've even had those messages for a show that I

Johnny: 00:27:49

hadn't even launched before, before there were any episodes as well.

Johnny: 00:27:54

I think you had, if you've been listening to it because it's not even launched.

Johnny: 00:27:57

So yeah, just a little bit though.

Johnny: 00:28:00

It's maybe people think this is all time intensive, but

Johnny: 00:28:03

for the results that you get.

Nancy Juetten: 00:28:06

Well, here's what I want to say about that.

Nancy Juetten: 00:28:08

I I knew a newscaster who spent the better part of 30 years giving her heart and

Nancy Juetten: 00:28:14

soul to the deadline to be on the air accurately and in service to an audience.

Nancy Juetten: 00:28:21

And she once said that the biggest turnoff for her is running into people at the

Nancy Juetten: 00:28:26

grocery store or at events where people would actually say, I'd never watched the

Nancy Juetten: 00:28:33

news, but the news should write about me.

Nancy Juetten: 00:28:37

And she's thinking to herself, I've given the last 30 years to

Nancy Juetten: 00:28:42

my journalism career investigating important stories that need notice.

Nancy Juetten: 00:28:47

And you're coming to me saying you never watched, but we

Nancy Juetten: 00:28:49

should pay attention to you.

Nancy Juetten: 00:28:52

I mean, it's amazing how left footed people can be.

Nancy Juetten: 00:28:56

I think that the secret sauce that I teach people is

Nancy Juetten: 00:29:01

before asking to be seen, heard and celebrated yourself, see here and

Nancy Juetten: 00:29:06

celebrate the host you want to have the opportunity to be in conversation

Nancy Juetten: 00:29:11

with, and when you say congratulations on 104 episodes and 55, 5 star reviews.

Nancy Juetten: 00:29:20

You've let them know that you've paid attention to their metrics,

Nancy Juetten: 00:29:23

but you go the extra mile.

Nancy Juetten: 00:29:25

And I tell all my clients, we're all in the business of

Nancy Juetten: 00:29:28

learning more and earning more.

Nancy Juetten: 00:29:29

If you want to be on that show, choose an episode that interests

Nancy Juetten: 00:29:33

you personally, where you will learn something that will allow you to learn

Nancy Juetten: 00:29:37

more, earn more and make a better life.

Nancy Juetten: 00:29:39

It will be a good use of your time.

Nancy Juetten: 00:29:42

'cause, you're gonna walk away with the aha insight from a show that

Nancy Juetten: 00:29:45

actually helps you live life better.

Nancy Juetten: 00:29:48

But if, as a consequence of listening to that show, you are convinced that

Nancy Juetten: 00:29:52

you have something to add to the show.

Nancy Juetten: 00:29:54

Here's my suggestion.

Nancy Juetten: 00:29:56

Write a five star review for that episode and share it with the host

Nancy Juetten: 00:30:02

capture screenshot of your review.

Nancy Juetten: 00:30:06

And then a few days later, Suggest how you have value to add to that conversation

Nancy Juetten: 00:30:12

or that you have a show idea that could be refreshing and persuasive to

Nancy Juetten: 00:30:18

make the show even more intoxicating.

Nancy Juetten: 00:30:21

But when you demonstrate that you've actually listened or watched, that's a

Nancy Juetten: 00:30:26

really nice way to invite a conversation for a relationship because the other thing

Nancy Juetten: 00:30:30

that I think is incredibly important is this is not like the business card ninja

Nancy Juetten: 00:30:36

that goes to the business card, goes to the networking event and tries to capture

Nancy Juetten: 00:30:40

everybody's business card and goes home

Nancy Juetten: 00:30:42

giving themself a gold star.

Nancy Juetten: 00:30:45

Every single conversation you have with a host could be.

Nancy Juetten: 00:30:49

One where you realize that we have a lot in common.

Nancy Juetten: 00:30:52

We know people that we could help each other grow.

Nancy Juetten: 00:30:55

Maybe we can create some relationships beyond what we're having right here.

Nancy Juetten: 00:30:59

And could we plant those seeds so that we don't take a one night stand

Nancy Juetten: 00:31:04

approach, but create relationships around the world where we can

Nancy Juetten: 00:31:07

support and elevate each other.

Nancy Juetten: 00:31:10

That's the real magic of the relationship building that happens when you get

Nancy Juetten: 00:31:14

to be on somebody's coveted show.

Johnny: 00:31:17

Nancy.

Johnny: 00:31:18

I feel like we're kindred spirits.

Johnny: 00:31:19

Yeah.

Johnny: 00:31:20

A hundred percent.

Johnny: 00:31:21

Everything you just said.

Johnny: 00:31:22

I love that one night stands and now analogy as well, because it's so true.

Johnny: 00:31:26

So many people think that it's all about getting on as many shows as possible

Johnny: 00:31:31

and it isn't you know, you can get on all those shows and you you'll be

Johnny: 00:31:34

seen, but are they the right shows?

Johnny: 00:31:35

And if you think that the vast majority use, you mentioned there's over 2

Johnny: 00:31:39

million, well, over 2 million podcasts.

Johnny: 00:31:41

The study of all of those are active, probably less than half of that are

Johnny: 00:31:44

actually active podcasts, but even sorry, only around 10, the top 10%

Johnny: 00:31:50

of podcasts bravely are actually getting more than around 50 or 60

Johnny: 00:31:55

downloads an episode kind of thing.

Johnny: 00:31:57

And so that's what you have to think about is that you can go on all the

Johnny: 00:32:00

shows, but do they have your audience?

Johnny: 00:32:03

Do they, are they worth being on?.

Johnny: 00:32:05

Are they going to stick around?

Johnny: 00:32:06

Are they going to add value to the conversation?

Johnny: 00:32:10

It really is not quantity over quality kind of situation.

Johnny: 00:32:14

You do want to go for some level of quality here and make sure

Johnny: 00:32:17

you're getting in front of at least the right kinds of audiences and

Johnny: 00:32:20

with the right kinds of people,

Johnny: 00:32:22

who were giving out the same kinds of messages that you're talking about,

Johnny: 00:32:26

and yes, that takes a bit more time.

Johnny: 00:32:29

And yes, that means developing some relationships, some ties that are

Johnny: 00:32:33

actually going to serve you, you know, people ask me, or maybe you say the same

Johnny: 00:32:37

thing, but one of the things that I never expected when I started a podcast, being

Johnny: 00:32:41

a host and a guest now on many shows was the amazing network and friendships

Johnny: 00:32:47

that I would build up because of it.

Johnny: 00:32:49

All over the world with people from all over the world, it has been, it,

Johnny: 00:32:53

wasn't what I sat into podcasting for.

Johnny: 00:32:55

But if I had known that, I think I might've, because it's been incredible.

Nancy Juetten: 00:33:00

Well, that's the part about It that I like too.

Nancy Juetten: 00:33:03

I really.

Nancy Juetten: 00:33:04

I really love the idea that you can speak around the world

Nancy Juetten: 00:33:08

without leaving your house.

Nancy Juetten: 00:33:09

But when you get in a long form conversation like we are doing now, we're

Nancy Juetten: 00:33:14

finding out that we have a lot in common.

Nancy Juetten: 00:33:15

We have very similar values.

Nancy Juetten: 00:33:17

We speak the same language.

Nancy Juetten: 00:33:18

We are kindred spirits.

Nancy Juetten: 00:33:21

That's the beauty of a longer conversation, juxtapose that to, when you

Nancy Juetten: 00:33:26

get invited to be on a major newscast, there will be a three to four minute

Nancy Juetten: 00:33:31

package where you will get to share something in three to four minutes.

Nancy Juetten: 00:33:36

And when it's over, it's over and it's on onto the weather and it's onto the sports.

Nancy Juetten: 00:33:41

It's hard to convey and create that kind of relationship when

Nancy Juetten: 00:33:44

you only have four minutes.

Nancy Juetten: 00:33:46

And so for people who appreciate the luxury of having a real conversation,

Nancy Juetten: 00:33:51

this is fun, but here's the other part about it that I think definitely

Nancy Juetten: 00:33:56

needs to be called out there.

Nancy Juetten: 00:33:58

Our listeners paying attention to these conversations.

Nancy Juetten: 00:34:02

And if, what it is that you are talking about solves a problem that they've been

Nancy Juetten: 00:34:06

struggling with, that podcast episode, if someone says I've really struggled with my

Nancy Juetten: 00:34:12

bio, I don't know how to make it better.

Nancy Juetten: 00:34:15

I can repurpose this episode and say, well, here's a recent podcast episode

Nancy Juetten: 00:34:20

where I talked about some of the mistakes people make and what to do differently.

Nancy Juetten: 00:34:23

I hope you'll listen in, but when they listen in that, not only do they get the

Nancy Juetten: 00:34:27

tips, but they hear my voice and they hear the passion that I bring to it.

Nancy Juetten: 00:34:31

And if they like what they hear and it resonates for them when they asked to

Nancy Juetten: 00:34:35

talk to me, it isn't gee, I wonder if you're the right person for the job.

Nancy Juetten: 00:34:39

It's Hey, when can we get started?

Nancy Juetten: 00:34:42

And for people who want to get started quickly.

Nancy Juetten: 00:34:44

So the exchange of value can happen sooner versus later.

Nancy Juetten: 00:34:47

I mean, let's repurpose these podcasts to the best of our ability, which

Nancy Juetten: 00:34:51

brings me to one other idea, which is when you're on a podcast, just

Nancy Juetten: 00:34:55

don't grab and go do your part to repurpose that episode after the fact.

Nancy Juetten: 00:35:00

So you can help the host get more eyeballs, more, listens,

Nancy Juetten: 00:35:03

more downloads, more subscribers, because we're all in this together.

Nancy Juetten: 00:35:07

And the rising tide lifts all the boats.

Johnny: 00:35:10

It really does.

Johnny: 00:35:11

And this is something that I'm pointing, find myself pointing out again and again,

Johnny: 00:35:15

to people as a host or as a guest, you have valuable content and clips that you

Johnny: 00:35:21

can be creating from your appearances on other shows that you've read it.

Johnny: 00:35:25

And probably most hosts are not going to deny you that you say, okay, can I have

Johnny: 00:35:29

a, can I have the recording so I can create some clips and put out some, or

Johnny: 00:35:34

copy of the transcripts so I can put some stuff out of that to my network as well.

Johnny: 00:35:38

Most.

Johnny: 00:35:40

Yeah, sure.

Johnny: 00:35:41

More than happy for you to do that.

Johnny: 00:35:43

Or they may say, all right, I have a team and I'll get them to do that and

Johnny: 00:35:47

I'll get them to share it with you.

Johnny: 00:35:48

Because they is added promotion.

Johnny: 00:35:50

Nobody's going to turn down that extra promotional stuff.

Johnny: 00:35:54

And in terms of your own audience as well, it's additional value

Johnny: 00:35:59

on content for them that also.

Johnny: 00:36:02

Securing your expertise and your value to them as to what you're putting out there.

Johnny: 00:36:07

So the benefit on top of benefit here, right?

Nancy Juetten: 00:36:10

Well, so let me just offer a very recent example of something that is

Nancy Juetten: 00:36:14

very relevant to what we're talking about.

Nancy Juetten: 00:36:17

I was very recently invited to provide expert commentary

Nancy Juetten: 00:36:21

to a columnist for forbes.com.

Nancy Juetten: 00:36:25

He wanted to know about tips for podcast guesting, for messengers who

Nancy Juetten: 00:36:28

want to attract more high ticket class.

Nancy Juetten: 00:36:32

And so when I wrote responded, not only did I share my own distinct,

Nancy Juetten: 00:36:37

unique perspective, but I made specific terrific recommendations to

Nancy Juetten: 00:36:41

three of my favorite podcast, guests, collaboration sites that were influential.

Nancy Juetten: 00:36:47

And when other resource, because I thought to myself when my name and my

Nancy Juetten: 00:36:52

tips are showcased on forbes.com and I was generous and bringing along three

Nancy Juetten: 00:36:58

or four other amazing resources with me to enjoy that level of credibility and

Nancy Juetten: 00:37:03

impact that will give me the opportunity to reach back to the owners of those

Nancy Juetten: 00:37:08

three or four organizations and say, I did you a solid by showcasing you as

Nancy Juetten: 00:37:13

among my favorite recommended resources.

Nancy Juetten: 00:37:15

I wanted you to know that, and I wanted to see if you might be excited to share

Nancy Juetten: 00:37:19

this out with the people that you know, Every single person to a person was

Nancy Juetten: 00:37:24

delighted, surprised, and thrilled.

Nancy Juetten: 00:37:27

And as it turns out, many of them had over 30,000 people in their communities

Nancy Juetten: 00:37:33

each, which means that that Forbes article was going to reach and touch and

Nancy Juetten: 00:37:37

transform more lives so that the rising tide truly will lift all the boats.

Nancy Juetten: 00:37:41

So bringing that print example to podcast guesting, if you are lucky

Nancy Juetten: 00:37:48

enough to be featured on a great show like this one, Speaking Influence, think

Nancy Juetten: 00:37:53

about what you can do to share it out.

Nancy Juetten: 00:37:57

And if you have wonderful resources, you can pack within the show

Nancy Juetten: 00:38:01

that can be in the show notes.

Nancy Juetten: 00:38:02

That gives you an opportunity to reach back to the people who were

Nancy Juetten: 00:38:05

referenced in the show notes.

Nancy Juetten: 00:38:06

So they'll say, wow, that was unexpected and delightful.

Nancy Juetten: 00:38:10

And maybe want to talk to that lady or that fellow.

Nancy Juetten: 00:38:13

And what do you know?

Nancy Juetten: 00:38:13

You create relationships by doing kindnesses to others before you ask

Nancy Juetten: 00:38:17

for anything for yourself first.

Johnny: 00:38:19

Yeah.

Johnny: 00:38:20

Yeah.

Johnny: 00:38:21

It's a fantastic thing, you know, I've had and if you're familiar with Pat Flynn,

Johnny: 00:38:24

but I've had Pat talk about this kind of thing as well of being noticeable in

Johnny: 00:38:29

people's communities and environments.

Johnny: 00:38:31

Like if you want somebody that somebody you follow on or on YouTube

Johnny: 00:38:35

or anywhere like that, go and show up on their live events and interract.

Johnny: 00:38:38

Chat with them and be somebody who shows up regularly.

Johnny: 00:38:41

So they all right.

Johnny: 00:38:43

I've seen you before and they become familiar with you, but in terms of

Johnny: 00:38:46

people's content, now, if you are looking to really get some other, you want to

Johnny: 00:38:51

get on a, some bigger shows that might be more challenging To get on, to start

Johnny: 00:38:55

sharing out their content, tag them in it and share it out to your audience as well.

Johnny: 00:39:00

Pick out some clips or some lessons you got from a particular episode

Johnny: 00:39:04

and keep sharing that stuff out.

Johnny: 00:39:06

Not only is it giving great value to your own audience, but if you keep tagging

Johnny: 00:39:10

them in it as well, they're going to start to notice that you're doing that.

Johnny: 00:39:13

And then they're going to see the thing you need is developing those

Johnny: 00:39:16

relationships by you're helping them.

Johnny: 00:39:18

You're helping yourself.

Johnny: 00:39:19

You're having your audience.

Johnny: 00:39:20

Everybody wins, right.

Nancy Juetten: 00:39:22

Well, and since we're talking about bios here, there's the

Nancy Juetten: 00:39:26

words we put on paper to demonstrate who we help, how we serve and what makes

Nancy Juetten: 00:39:31

us special, different and preferred.

Nancy Juetten: 00:39:34

And what makes us special, different and preferred also relates to how we show

Nancy Juetten: 00:39:38

up as human beings in our daily lives.

Nancy Juetten: 00:39:41

As we post on social media, as we show up on stages, live and virtual,

Nancy Juetten: 00:39:46

as we do whatever it is that we do.

Nancy Juetten: 00:39:48

And if you say for example, that you're all of the help and none of the hype

Nancy Juetten: 00:39:53

and that you're going to demonstrate that with every move you make and

Nancy Juetten: 00:39:59

people have that experience of you as a human being, the words and the music

Nancy Juetten: 00:40:03

match and there's alignment, which creates that beautiful bridge of trust.

Nancy Juetten: 00:40:09

And so I think sometimes people get all caught up in the hype of who

Nancy Juetten: 00:40:12

they are and positioning themselves and over positioning themselves.

Nancy Juetten: 00:40:16

But the match to who they are as a human being is a disconnect.

Nancy Juetten: 00:40:19

So if you could be integrated in every good way, will get to have be, or do

Nancy Juetten: 00:40:27

all the good things that you want to get to wave the flag for by being first and

Nancy Juetten: 00:40:32

foremost, a fabulous of service leader and servant of other success, but then you're

Nancy Juetten: 00:40:38

successful most naturally follow, but the alignment is really, really important.

Nancy Juetten: 00:40:42

And I don't know about you, but have you ever met someone whose

Nancy Juetten: 00:40:45

bio was something, but when you met them in person, you thought to

Nancy Juetten: 00:40:50

myself, is this the same person.

Johnny: 00:40:53

Yeah.

Johnny: 00:40:54

And I've met people who would live out on the stage, come off the stage

Johnny: 00:40:57

and a completely different person.

Johnny: 00:40:59

Yeah.

Johnny: 00:41:00

Is that it's a disconnect in that, in that authenticity.

Nancy Juetten: 00:41:03

And, you know, it's a lot of work to have to be more than one

Nancy Juetten: 00:41:06

person on this planet in any given moment.

Nancy Juetten: 00:41:08

I mean, I always tell myself I'm the same person when I get into the Uber

Nancy Juetten: 00:41:12

car to the airport as I am, when I'm checking into the five-star hotel, as I

Nancy Juetten: 00:41:17

am, when I'm asking the person to please help me with my electronic devices.

Nancy Juetten: 00:41:22

I am the same person wherever it is that I go.

Nancy Juetten: 00:41:24

I'm kind, I'm generous.

Nancy Juetten: 00:41:26

I'm authentic.

Nancy Juetten: 00:41:27

I'm of service.

Nancy Juetten: 00:41:28

And the words in the music should match.

Nancy Juetten: 00:41:31

And so whatever your bio is, make sure it's telling the truth, because

Nancy Juetten: 00:41:36

if you're going to fib about what you look like and what you are about, what

Nancy Juetten: 00:41:40

else are you going to fib about that?

Nancy Juetten: 00:41:42

Doesn't set the stage for awesomeness still to come.

Johnny: 00:41:45

Yeah, I think so.

Johnny: 00:41:46

And I, I've been heartened I think by, and I think I've often said this on my

Johnny: 00:41:51

show, but I feel like a whole thing with pandemic and quarantines and virtual,

Johnny: 00:41:56

this, that, and the other people are striving for connection more than ever.

Johnny: 00:42:00

And people are looking for those relationships.

Johnny: 00:42:02

And I've had some shows where we specifically talked about things like

Johnny: 00:42:06

relationship marketing and the importance of that connection with people.

Johnny: 00:42:10

And that relates to all of this very much is that yet there are still

Johnny: 00:42:14

some of the slick, fast car fly by night, kinder of people out there

Johnny: 00:42:19

who aren't necessarily the most authentic or the most ethical people.

Johnny: 00:42:23

But I think it's, I think life has become harder for them.

Johnny: 00:42:27

And I think.

Johnny: 00:42:28

Things have been moving very much away from that.

Johnny: 00:42:31

And you even in a world, in a world like podcasting, it's very hard to be able to,

Johnny: 00:42:34

if you want to get invited regularly on to shows you say, making people who make

Johnny: 00:42:39

it all about me, they are the people who make it all about them generally, but

Johnny: 00:42:43

you want to get invited to lots of shows,

Johnny: 00:42:44

you want to build up your name and your reputation, and

Johnny: 00:42:47

you want to have good values.

Johnny: 00:42:49

I've cars, conversations.

Johnny: 00:42:50

It absolutely has to be about providing value and building

Johnny: 00:42:54

up those relationships and your community as a part of doing that.

Johnny: 00:42:58

There's a natural consequence of doing that.

Johnny: 00:43:00

So, yeah, I think we're very much moving away from those sorts of things.

Johnny: 00:43:04

And that will express it that to some degree.

Johnny: 00:43:06

I think we've talked to a level for people who are already in the game.

Johnny: 00:43:10

Yeah.

Johnny: 00:43:11

And I wondering if there's any specific things for people who may

Johnny: 00:43:14

say I'm just starting with this.

Johnny: 00:43:15

I don't have the track record.

Johnny: 00:43:17

I don't have any awards or recognition right now.

Johnny: 00:43:21

What kinds of things can they do to make their bio a bit jucier

Johnny: 00:43:25

without, without being, without faking it without being inauthentic?

Nancy Juetten: 00:43:30

I think the power of a good story will serve you well, if that's

Nancy Juetten: 00:43:34

your situation and I'll tell the story of a gentleman I met, he was a self-taught

Nancy Juetten: 00:43:42

interior designer and home stager.

Nancy Juetten: 00:43:45

And he told the story that when he was nine years old, he found

Nancy Juetten: 00:43:48

himself reorganizing the furniture in his home to feel and look

Nancy Juetten: 00:43:53

better and make his family smile.

Nancy Juetten: 00:43:56

And it gave him so much joy that here he is, 30 years later,

Nancy Juetten: 00:44:00

still moving furniture around.

Nancy Juetten: 00:44:03

And what that story told tells us is that discovery of his talent was something

Nancy Juetten: 00:44:08

that he came to very early in life.

Nancy Juetten: 00:44:10

It made him happy.

Nancy Juetten: 00:44:12

It's something that he loves to do.

Nancy Juetten: 00:44:13

It's more than what he does to make living.

Nancy Juetten: 00:44:15

It's more, it's what he does to bring joy to his life, into the life of his clients.

Nancy Juetten: 00:44:19

And if you were looking for a home stager to help make your home look

Nancy Juetten: 00:44:22

more beautiful, so you could feel even more at home, you don't care that

Nancy Juetten: 00:44:27

he doesn't have ABC or D credential.

Nancy Juetten: 00:44:29

You love what it is that he's all about.

Nancy Juetten: 00:44:32

When I was first starting my PR firm, after I left a 20 year career

Nancy Juetten: 00:44:36

in corporate marketing, I thought to myself and I'm sure a lot of

Nancy Juetten: 00:44:40

other people have felt this too.

Nancy Juetten: 00:44:42

Despite my wonderful accomplishments in corporate life, I am a solo preneur,

Nancy Juetten: 00:44:47

and I don't have any clients and I don't have, I don't have anything

Nancy Juetten: 00:44:51

like you immediately discount whatever

Nancy Juetten: 00:44:53

brought you to this place, but if you remember what it is that you

Nancy Juetten: 00:44:57

accomplished in the previous role, it's not that it didn't happen.

Nancy Juetten: 00:45:02

It of course happened.

Nancy Juetten: 00:45:04

So find a way to use it.

Nancy Juetten: 00:45:05

So I had this, when I started my business 20 years ago, it said every

Nancy Juetten: 00:45:09

growing company needs a storyteller, let me help you tell yours.

Nancy Juetten: 00:45:16

And then I said with this many years of corporate marketing experience,

Nancy Juetten: 00:45:19

working on projects, such as X, Y, and Z, I stand ready to make

Nancy Juetten: 00:45:24

you the center of my attention.

Nancy Juetten: 00:45:26

These are the five values upon which I have launched my business.

Nancy Juetten: 00:45:30

If you like what you've read so far, and you're ready to dig in, let's

Nancy Juetten: 00:45:34

meet and get the party started.

Nancy Juetten: 00:45:37

It was so authentic.

Nancy Juetten: 00:45:38

It was so genuine.

Nancy Juetten: 00:45:39

And I found myself booked solid very, very quickly because I just called it

Nancy Juetten: 00:45:44

like it was, everybody knows someone who has a wonderful career doing

Nancy Juetten: 00:45:48

something where they're hanging out their shingle and looking for a leg up.

Nancy Juetten: 00:45:53

And I just asked for a leg up.

Nancy Juetten: 00:45:55

Every growing company needs a storyteller,

Nancy Juetten: 00:45:57

let me help you tell yours.

Nancy Juetten: 00:46:00

It helped it got the, got me on the map.

Nancy Juetten: 00:46:02

And that was even before I even had a website.

Nancy Juetten: 00:46:05

So go to your values.

Nancy Juetten: 00:46:07

You know, I remember saying something like, I'm going to value your time

Nancy Juetten: 00:46:11

as carefully as I would my own.

Nancy Juetten: 00:46:14

And that results in short order are my highest priority.

Nancy Juetten: 00:46:18

And I can't wait to get started.

Nancy Juetten: 00:46:20

I was totally about how I was going to serve them at the highest

Nancy Juetten: 00:46:22

level with enthusiasm and joy.

Nancy Juetten: 00:46:25

And people responded to that.

Nancy Juetten: 00:46:26

So whether you're a furniture stager, or someone starting your own business, you

Nancy Juetten: 00:46:32

don't have to apologize for your journey.

Nancy Juetten: 00:46:34

You just have to put your stake in the ground and lead with what you're

Nancy Juetten: 00:46:38

fighting for it and ask for the business.

Johnny: 00:46:41

Yeah, I think the, this is magic and this is stuff that is really going

Johnny: 00:46:45

to help people who are maybe someone, I don't know how to differentiate myself.

Johnny: 00:46:49

I don't have to set myself apart.

Johnny: 00:46:50

Or your story sets you apart.

Johnny: 00:46:52

Your value set you apart.

Johnny: 00:46:53

That whole journey to where you are now.

Johnny: 00:46:55

That's what you want to do to how you want to help people.

Johnny: 00:46:58

That is what you need to be sharing with people.

Johnny: 00:47:00

Absolutely.

Johnny: 00:47:01

And that is where the magic lies.

Johnny: 00:47:04

Nancy.

Johnny: 00:47:05

This is absolute gold dust, and I hope people are paying attention to that.

Johnny: 00:47:09

Now I know we don't unfortunately have all day to talk about this system

Johnny: 00:47:12

as much as I wish we did, but people can at least come and learn more

Johnny: 00:47:16

from you because you have a book.

Johnny: 00:47:17

So tell us a little bit more about that?

Nancy Juetten: 00:47:20

The bye-bye Boring Bio workbook gives you from soup to nuts,

Nancy Juetten: 00:47:24

everything you need to know and do to prepare bios and social media profiles

Nancy Juetten: 00:47:30

that will attract clients, speaking, gigs and media interviews, and there's bonus

Nancy Juetten: 00:47:35

content about how to prepare your bios for your book, how to prepare bios for your

Nancy Juetten: 00:47:42

media one-sheet and all kinds of ninja strategies around how to make the most

Nancy Juetten: 00:47:47

of podcast guesting for good and profit.

Nancy Juetten: 00:47:50

If you would like to sample the Amazon best-selling work, you can

Nancy Juetten: 00:47:56

go to bye-bye boring bio.com and download the first 27 pages, which

Nancy Juetten: 00:48:02

are packed with so much value, you're going to say to yourself, oh my gosh.

Nancy Juetten: 00:48:07

I'm so well-served, I can't wait to see what's coming next.

Nancy Juetten: 00:48:10

So it would be my distinct honor and privilege for all of

Nancy Juetten: 00:48:13

your listeners to go to bye-bye boring bio.com and just savor it.

Nancy Juetten: 00:48:18

It's a crazy thing.

Nancy Juetten: 00:48:19

But the preview for the book went Amazon bestseller in four categories, even

Nancy Juetten: 00:48:24

before the finished work was in my hands.

Nancy Juetten: 00:48:27

That should tell you something.

Johnny: 00:48:29

Well, that's incredible.

Johnny: 00:48:30

I know I'm going to be checking out.

Johnny: 00:48:31

I hope that all a bunch of listeners with, cause everybody who's in the

Johnny: 00:48:35

audience for this show is going to get some benefit and value and

Johnny: 00:48:39

clarity from checking out themselves.

Johnny: 00:48:42

I have to ask you before, before we start moving into science, only any other

Johnny: 00:48:45

things I want to wrap things up with, but what for you is your own personal

Johnny: 00:48:49

top influence and persuasion skill one that you can always rely on to, to help.

Nancy Juetten: 00:48:55

It's a core value that I will see here and celebrate you before

Nancy Juetten: 00:49:00

I'll ever ask for anything for myself.

Nancy Juetten: 00:49:03

And I think to be seen, heard, and celebrated is incredibly rare.

Nancy Juetten: 00:49:09

And so That's my secret sauce.

Johnny: 00:49:13

That's really powerful.

Johnny: 00:49:15

Really powerful.

Johnny: 00:49:15

Yeah.

Johnny: 00:49:16

I agree.

Johnny: 00:49:16

And I love that.

Johnny: 00:49:17

I really love that.

Johnny: 00:49:18

So people can come and check out your book.

Johnny: 00:49:20

What if they wanted to find out more about you or connect with you

Johnny: 00:49:22

personally, what's the best way for people to connect with you?

Nancy Juetten: 00:49:26

I recommend they join my, Raise your Voice, Make

Nancy Juetten: 00:49:28

Your Impact Facebook group.

Nancy Juetten: 00:49:30

It is a very powerful group of messengers on a mission for good and profit.

Nancy Juetten: 00:49:35

And you can go to get known, get paid.com forward slash group.

Nancy Juetten: 00:49:39

We have almost 3000 members worldwide, and I do live trainings within that group.

Nancy Juetten: 00:49:46

It's incredibly robust.

Nancy Juetten: 00:49:48

It's a wonderful community and you will learn important lessons to raise

Nancy Juetten: 00:49:53

your voice, make your impact and make money every step of the way,

Nancy Juetten: 00:49:55

simply by being an engaged member.

Nancy Juetten: 00:49:57

So go to get known, get paid.com forward slash group, and

Nancy Juetten: 00:50:01

let's get to know each other.

Johnny: 00:50:04

That's a great invitation and a wonderful offer.

Johnny: 00:50:07

Not only do you teach this stuff you're demonstrating a masterclass

Johnny: 00:50:11

of how to put this stuff into action today, as well as I hope people are

Johnny: 00:50:14

paying attention on that level as well.

Johnny: 00:50:16

Like everything you said, how you've structured things and been prepared

Johnny: 00:50:20

for everything we've talked about today is a real masterclass on how

Johnny: 00:50:23

to be an excellent podcast guests.

Johnny: 00:50:26

So know that Nancy doesn't to talk about this though, you can actually see it and

Johnny: 00:50:29

hear it in action on this show here today that I hope that everyone will check

Johnny: 00:50:34

out your book and your Facebook group.

Johnny: 00:50:36

What books for you what books or resources for you in addition to

Johnny: 00:50:39

that have been the stuff that's really helped you along your way.

Johnny: 00:50:43

And give us maybe one or two recommendations that we could

Johnny: 00:50:46

check out for ourselves.

Nancy Juetten: 00:50:48

I just finished this book.

Nancy Juetten: 00:50:49

It's been the best book.

Nancy Juetten: 00:50:50

I've read this.

Nancy Juetten: 00:50:52

It's called the high achievers guide to happiness, confidence and success, the

Nancy Juetten: 00:50:57

Gap and the Gain by Dan Sullivan and Dr.

Nancy Juetten: 00:51:00

Benjamin Hardy, why do I love this book?

Nancy Juetten: 00:51:04

How many people go to disappointment about what did not happen?

Nancy Juetten: 00:51:09

And have themselves living in a sea of despair.

Nancy Juetten: 00:51:12

The whole thesis of this book is look back to the last 90 days and think

Nancy Juetten: 00:51:17

about what awesomeness unfolded for you.

Nancy Juetten: 00:51:20

Keep a record of your wins and live in the gain and not in the gap.

Nancy Juetten: 00:51:25

Can't recommend this book more highly.

Nancy Juetten: 00:51:28

Another book that I highly recommend is called.

Nancy Juetten: 00:51:30

Blue fishing, the art of making things happen by Steve Sims.

Nancy Juetten: 00:51:35

He is the modern day wizard of Oz, who was a success.

Nancy Juetten: 00:51:40

He would make magical dreams come true for people, but one of his truisms is

Nancy Juetten: 00:51:45

you can't pay a bar tab with Facebook likes, and Take great care to be clear

Nancy Juetten: 00:51:51

so you can never be misunderstood.

Nancy Juetten: 00:51:53

He has such powerful declarative statements that are such

Nancy Juetten: 00:51:58

beautiful declarations of how to show up as a winner in life.

Nancy Juetten: 00:52:02

So those are two books and of course my all-time favorite is Jack Canfield.

Nancy Juetten: 00:52:06

How to get from where you are to where you want to be the success

Nancy Juetten: 00:52:09

principles, the best $20 I've ever spent over the last 20 years to build

Nancy Juetten: 00:52:13

a life of success and contribution.

Nancy Juetten: 00:52:15

That makes me very, very proud.

Johnny: 00:52:18

Okay everyone.

Johnny: 00:52:18

But add those to your reading list.

Johnny: 00:52:20

The links will be in the show notes for everything that Nancy has talked about.

Johnny: 00:52:24

And that's you provided so much value today.

Johnny: 00:52:27

It has been a real treat talking to you.

Johnny: 00:52:30

I've learned a lot.

Johnny: 00:52:31

I know my audience will have learned a lot as well.

Johnny: 00:52:33

You've been an incredible guest.

Johnny: 00:52:35

Now.

Johnny: 00:52:36

There's so much more than one thing that people will take away, but what's the one

Johnny: 00:52:39

thing more than anything else you hope people remember from this conversation?

Nancy Juetten: 00:52:43

want you to drop out of the, getting ready to get ready club,

Nancy Juetten: 00:52:47

get your bio brilliant and door opening and start speaking to larger leverage

Nancy Juetten: 00:52:54

audiences around the world, because if it's time to work your message now.

Nancy Juetten: 00:52:59

And have your legacy alive.

Nancy Juetten: 00:53:00

If we've learned anything in the last 18 months, given this pandemic that

Nancy Juetten: 00:53:04

we've all experienced someday's not a day on the calendar, it's time to

Nancy Juetten: 00:53:08

beat the drum and get out there and share your message so that you can

Nancy Juetten: 00:53:12

have your legacy alive right now.

Nancy Juetten: 00:53:14

Get ready, get known, get paid.

Nancy Juetten: 00:53:16

Now's your time.

Johnny: 00:53:18

Nancy Juetten, this has been an absolute pleasure chatting to you

Johnny: 00:53:22

and our really fantastic episode of the show and I'm sure my audience

Johnny: 00:53:26

is going to appreciate that as well.

Johnny: 00:53:27

I look forward to seeing some reviews and five star reviews, but this episode alone.

Johnny: 00:53:31

And that's it.

Johnny: 00:53:32

Thank you so much for coming and being my guest today has been a real honour.

Nancy Juetten: 00:53:35

It's been a pleasure.

Nancy Juetten: 00:53:36

Thank you so much.

Johnny: 00:53:37

Thanks for tuning in.

Johnny: 00:53:38

I hope you enjoyed the show.

Johnny: 00:53:40

If you did, please consider the price of the show to be sharing it

Johnny: 00:53:42

out with your friends and network.

Johnny: 00:53:44

If you've found some value, some things that you can apply and use from this

Johnny: 00:53:48

show, then there's a very good chance your network are going to benefit from it too.

Johnny: 00:53:52

So I don't keep all the good stuff to yourself.

Johnny: 00:53:54

Share it out with your friends and your network.

Johnny: 00:53:57

It's quite possible that you have a device in your hand right now that

Johnny: 00:53:59

you are listening to the show on.

Johnny: 00:54:01

If you do, and you're on Spotify or you are on Apple Podcasts,

Johnny: 00:54:05

please consider leaving a review for the show is not hard to do.

Johnny: 00:54:09

You can leave us a star rating and let me know how we doing with the show?

Johnny: 00:54:14

I may be what you would like to see how we could even improve

Johnny: 00:54:17

it for the future for you?

Johnny: 00:54:19

Whatever you found particularly useful or helpful in today's show,

Johnny: 00:54:22

make sure you put that into action.

Johnny: 00:54:24

If you want to get in touch with the show, Or you'd like to find out more about how

Johnny: 00:54:27

you can leverage the power of podcasts to build your profile and influence.

Johnny: 00:54:32

Persuasion, which is exactly what I focus on in my online courses

Johnny: 00:54:35

and programs then do get in touch, visit, present influence.com or come

Johnny: 00:54:40

and connect with me on LinkedIn.

Johnny: 00:54:41

You'll find links in the show notes.

Johnny: 00:54:43

Thank you to our sponsors brand face for supporting the show.

Johnny: 00:54:46

You can find out more about them and how they can help you master your

Johnny: 00:54:49

message and get your message out to the right customers in the right way

Johnny: 00:54:53

by visiting learn about brand face.com.

Johnny: 00:54:56

So, I hope to see you on our next show, whatever you're doing, wherever you're

Johnny: 00:54:59

going, have an amazing rest of your day.