In Search Of Heroes Spreads Good News About Everyday, Real-Life Heroes Who Deserve Recognition For Their Good Works

Hello, and welcome to another addition of the Power Performers Radio Show. Power Performers Radio is the exclusive voice of today’s leading edge event planners featuring today’s top motivational speakers, super star celebrities, leading sports professionals and over the top interviews with the best of the best.

Power Performers Radio Show is all about planning and perfecting your next company, corporate, college or private special event. From highly talked about trade shows to memorable cutting edge conventions, this is Power Performers Radio.

Robert Channing: Hi, this is Robert Channing. I am the world’s leading mentalist, mind reader and mental motivator. I am the owner and CEO of Power Performers, Inc. We work with event planners, motivational speakers, sports stars, celebrities and famous people to create memorable events for everyone or their event is free.

I’m on the phone today with Dr. Tony Marino. He is not only the CEO of America Web Works but he is also the host of The Podcast Radio Show. Tony is the founder of www.AudioVideoStreams.com. This is an International ePublishers Association.

He is also with Christian Times eBusiness Newsletter and the author of ePublishing Master’s Course. Additionally he holds Email Compliance Officer status for many of today’s leading network marketing companies.

Dr. Marino has also worked with legendary direct marketers such as Ted Nicholas and Gary Halbert, best-selling authors, Harvey McKay, Jack Canfield and Mark Victor Hanson, ABC Television’s Jimmie Kimmel and NBC’s Carson Daly, and online marketers Dale Calvert and Jay Abraham, just to name a few.

His offices are located in Portland and Los Angeles. He’s here with us today to answer some of the questions that are important to event planners.

How are you doing today, Tony?

Tony Marino:I’m doing well, Robert. Thanks for asking.

Robert Channing: Terrific. It’s nice to have you on the podcast today. I just want to know what are the services America Web Works offer for event planners? For any motivational speakers and sports stars and any celebrity out there is looking to use your services?

Tony Marino: First of all, again we get into figuring out what the person wants to do. What is their goal? What is their objective? Certainly we see getting out there in front of the public; we’ve always been advocates of getting out of the box.

The computer is a good, handy helper, it’s nice to have a web page, and all those things are groovy, but at the end of the day people buy you. So it’s important whenever possible to get out in front of the masses, to get up there on a microphone, to get up on the dais and really mix it up with the crowd. Make eye contact and get belly to belly and press the flesh and all of those clichés, if you will. So it’s very, very important.

From our event planning sector of America Web Works we generally will either, A, plan it in-house or B, we turn to guys like you, Robert, and say, “Hey, we have a whale. We have a big client,” or “We have somebody who wants to reach out and touch the world. They have a message to tell. Help us put this thing together.”

So there are times, depending on the venue, where we will make a decision to do it either in-house, if they want a full multi-media production event, which I think is a very good idea, and if we don’t decide to do it in-house, depending on size or locale or expertise, a lot of times we will find the consultant of consultants in that particular arena, which in the event planning it clearly would be a guy like you and your company.

Robert Channing: So you are looking to get everybody out from behind the desk, if I’m correct in assuming what you just said, and make sure that the people out there know there is someone behind the computer and it’s not just a screen. Is that correct?

Tony Marino: That’s correct. Again, it’s all about branding yourself. How many people sell multi-level marketing products? How many people are selling Mary Kay? How many people are selling Herbal Life? There are over a million distributors just with Herbal Life alone. And they are all selling the same stuff.

They are all selling the herbs or they are selling the Vonage or the voice-over IP technology. They are all selling the same thing. They are all selling Ford trucks. They are all selling Harley Davidson motorcycles. At the end of the day what is the difference?

What makes a guy a slouch and fired or what makes another guy in the automobile industry a Joe Girard? The difference is the fact that these people take the time to develop personal relationships. And I really strongly feel that, and this is based on our experience, ten years online and 25 years in marketing and being in television and radio.

When we did our live broadcast we got that microphone and we would go out and do a remote or we shot a television show on location or some of the feature films I’ve been in watching the crowds that would come out to the shoots.

Robert Channing: Let me ask you, Tony, why is it important for event planners to do audio and video recordings for their events?

Tony Marino: You want to capture the moment. People are there and what about the people who can’t be there? How many people can you get into a room; Maybe 2,000 or 3,000? If you are playing at the Jack Murphy Stadium maybe you can fill it up with 30,000 to 60,000 people. But that is very unlikely.

You are probably going to do venues of somewhere between 500, maybe two or three thousand. But what about the rest of the world?

Robert Channing: And then they can probably take that video shoot or audio shoot and turn it into a training program or reminder of what they did during that event. So it’s not a one-done deal. They can keep learning throughout the year. Is that right?

Tony Marino: Well, of course it’s a marketing piece as well. Look at the testimonials you are going to get outside the door. You talk to 20 or 30 people, get a couple of talking heads, “I loved Robert’s show. It was beautiful. I’m coming back next year and I’m bringing my entire family.”

You are going to capture the moment. You could stick it in an infomercial on TV. You could use it as a donut for another marketing piece. You could use the video testimonials. You could stick it in video iPods and distribute it to people already pre-programmed and pre-loaded. The list goes on and on.

It’s a photo moment. It’s a Kodak moment. If you miss it, shame on you. You are giving up a lot of bucks. Because that is really where you are going to make your money is on the backend of these events.

Robert Channing: I agree with you. Why would a podcast or a blog benefit event planners in promoting their events?

Tony Marino: There are a myriad of reasons but let’s begin with traffic. If people will not come to your web site, it doesn’t matter how beautiful the site is designed.

There are a lot of wonderful web developers out there, but at the end of the day what kind of a marketing foundation is placed on the web site? Is the web site static or is it dynamic? Does it sit there and do nothing, which is boring, or is it changing every day and giving people reasons to come back time and again.

If you do a podcast, an online streaming radio program or a vodcast, if you will, with video podcasting, there is a reason for them to come back and see fresh content or to learn something new.

People like to be in the know. People love gossip. The reason you want to do the blog/podcast is because it creates stickiness. By stickiness I mean you have XML and RSS on your site which is special coding which allows you to instantly syndicate your program, be it audio or video, and the cool thing about that is it’s kind of like link popularity.

There are three sections to an algorithm on the search engines. One of the strongest ones is your link popularity. When you syndicate across the internet, across the elandscape, all of a sudden you look like Mr. Popularity or Mrs. Popularity.

So people that pop over to the search engines and if they are searching for a particular event planning or they need to know how to do this or that and they put in this query for that over at Google, let’s say, and boom, you are in the first few positions, you have a higher degree of possibly driving more traffic to your web site.

It’s pretty much a no-brainer. So now you have people coming and you have a way to get them there.

Then you become a real person. Why podcast? Why audio podcast or video podcast or vlog or vodcast, whichever you want to call it? Because it makes you real. People can then hear your voice and know that you are breathing and that you are like them.

You may be likeminded. You may be entertaining and so they feel like they know you.

It’s like when we watch television. When we watch Oprah, we don’t know Oprah Winfrey. We don’t go have coffee with Oprah. You might, Robert, because you mingle with the stars all the time.

Michael Levine probably does. But most people don’t. So when you see them on TV there is a familiarity. You feel like you know Robert Redford. You feel like you know Paul Newman. You feel like you know Tom Cruise when you see him in an interview or you see him all the time on the tube.

It’s the same thing. By doing a consistent podcast online, people begin to feel that they know you. And then the relationship and the comfortability and the trust set in.

Ultimately if people trust you, know you and love you then you have a greater chance of closing the deal at the end of the day than some enigma, or some invisible human being, or some catatonic human that they don’t even know or see or know exists with no trust.

Robert Channing: I agree with you, Tony. Let me interrupt a moment. The podcasting and blogging, for the low-tech people out there, how hard or difficult is that for you to set up for their event? Can they understand it with a simple description? Can you tell me a little bit more about what they are?

Tony Marino: I think anything that you do should have a simple description. It’s amazing, being in the marketing world, when we ask our clients and prospects, “Tell us about your business and tell us in 15 words or less,” we get the deer in the headlights look.

They can’t do it. And if you can’t explain what you do then how can you sell it?

So again, going back to your question about how easy is it, well, how easy is it to boot up your PC? Well, the first time you do it you are probably afraid something is going to explode. But if you have done it a few times it starts to become like riding a bicycle or learning how to swim.

How difficult were those tasks? At first they were frightening and scary because you are going into a dark place you have never been before. But with podcasting, if you have the right people on your team that have done it effectively in your corner and they take you by the hand and show you, it’s like the wizard.

Toto pulled the drapes back and it was just that crazy clown that was standing back there pushing a bunch of buttons. It’s the same thing here. You get somebody to take you behind the drapes and the magic of TV and radio have now been revealed and you find out, “Hey, this isn’t so tough, especially when I have a coach looking over my shoulder here.”

Robert Channing: Picture this. Imagine an event planner out there listening to this right now saying, “Yeah, podcasting and blogging, that sounds terrific, but how much is this going to cost me?” How much does it cost to do something like this?

Tony Marino: It depends on how robust you want it to be. I mean, it takes money to make money. This is where I laugh at much of the hype that we see across the internet. “You can make $40 billion by next Wednesday.” That’s silly.

Then, “It’s all free!” Come on, there is no free out there. The FCC is too busy but, believe me, they would love to take some of these people off by their knees.

The free thing is not free. There is always something. You get a coupon that says, “We are going to give you a free pizza,” yeah, if you buy 16 more pizzas. So there is always a price.

“Download my free ebook.” It’s free, but guess what? You have to give up your name and email address so now they are going to kill you to death. You buy or die.

Again, nothing is free. So what does it cost to build it? It could range anywhere from creating a simple “I want to do a get-me-done” because I want my sister in Pekipsie to listen to me talk about the children. It might cost you under $100.

If you want to play and you want to be very robust about your approach and you want to pipeline prospects and generate multiple revenue streams from your podcast, have 30 and 60-second commercials inside your podcast, put banner ads around your site, and do all those things that are going to help drive revenue, obviously it’s going to cost more to build it.

But the cool news is that because companies like ours who have been building them for a year and a half now have come up with a plan and have more of a template approach rather than having to start from scratch.

I remember the first one we did was about $55,000. That would kill anybody unless you are a Fortune 500 company. But now you can virtually get into something with a little bit of professionalism for somewhere in the neighborhood of $2,000-$4,000 and have it done very, very good.

Robert Channing: Once it’s set up your company will be there for support, right? Tell me a little bit about your company and what they do and what your focus is.

Tony Marino: Our bottom line is that our focus is you, Robert. Our focus is the client. Without the client we have no blood in the veins. So we have to tend to that.

We have to make sure we are eating the right vitamins and getting the right sleep. That means we have to basically, metaphorically speaking, take care of people.

We want relationships with our client base. We want family members.

I’m Italian. We want family. We don’t want to be the Ozark Mountain Daredevils doing Jackie Glue in the 70’s and you never heard from them again. We want to be the Beatles. We want to be the Stones. We want to be the bands that give the gift and keep on giving.

So it’s important to make sure when you have a client base that you manage it properly. People need love. Children need love. Your clients need love.

If you don’t take care of your dog or your children they are going to turn around and bite you later on or your kids are going to go sideways when they become teenagers because you didn’t give them the love and respect and dignity that they deserve.

It’s the same thing with your clients. So when we bring a client onboard, first of all we have to analyze whether we can really take care of you or not.

If you are high maintenance and you want all of these things but you only want to pay $5 and you don’t want to put anything into it in terms of your time and energy and passion then we are probably going to maybe move you to a different place.

But if you come to us and say, “Look, I’m serious. I want to win. I’m in the game for the long haul. I want the World Series Ring and I’m willing to invest what it takes.” We will partner with those people.

Now partner doesn’t mean that everything we do we split 50/50. But there is more of a fiduciary responsibility to our client base because we know that if we take care of you and we walk the talk and do as we say, we know you are going to tell ten friends. This is true. But if we screw you, Robert, if we screw you up, you are going to go tell a thousand.

We cannot afford that and it would be a shame to build the company, whether you are making $10,000 a year or millions a year, if you shame them. It takes a lot of hard work to run any business these days. Amen?

Robert Channing: Amen. With that being said, Tony, what are some of the best strategies for event planners to promote their event using your company?

Tony Marino: The biggest thing is what do you have? What is your story? Who are you and how do we make you important? How do we make you a star? What are your attributes? What are your weaknesses? What should you not do?

If you are a little, not to make fun, but you are a little red-headed fat person who is one foot tall and picks your nose and you have dirty hair, we have to be careful how we are positioning you out there. If we take that and make it a strength, we have to know what those weaknesses are.

Do you stutter? Do you have terets, do you have ticks? There are people out there with Cerebral Palsy that are out putting on shows today because they use that, they take their weakness and they figure out a way to make it a strength.

So again, how do we get out there and promote? First of all who are you? What are you about? What is your message? How do we brand you?

Then we have to determine, based on that blueprint, and we start in the heart, we start inside because we don’t start outside. We start inside of ourselves.

From there we go, “Where is our target market? Where is the demographic that will love you and feel like what you are telling them is going to be fruitful for their lives or give them a message that they are going to remember?”

Then we go find out where that demographic is. Obviously we aren’t going to do advertisement for booze on Nickelodeon. It wouldn’t make any sense because kids can’t drink before 21, or in some states 18. But you know what I’m talking about.

So we have to figure out where that audience is and where do we find them. Then we have to synergistically drive traffic from those elements to your place, into your home, which would be your web property, or to a phone number; somewhere people can have easy access to you.

A lot of people make mistakes because they put up an email address, no toll-free number, or if they do have a telephone number they let it roll to voice mail and people want instant gratification. If they don’t get it now and they don’t get it hot off the press, they will move onto the next plumber. So you have to watch that.

So again, going back, once we figure who the target demo is we then figure out strategies and again, this isn’t rocket science. We are not re-creating the wheel. There are many strategies that have been used for years, be it from direct mail, television infomercials, and people don’t realize how cheap they are. If you do it in the local markets and you don’t go to Greg Renker down in Palm Springs, because they will run you a quarter of a million to two million dollars to produce an infomercial.

Robert Channing: Your company produces these infomercials, America Web Works.

Tony Marino: We do bona fide infomercials that actually run on network television. You don’t need to do network. Network is very expensive. To run Los Angeles 30 minutes on one of the off-channels, and I’m not talking about network affiliates, it’s going to run you up to $30,000 for 30 minutes.

But did you know that in markets like Portland, Oregon, and markets like Seattle, Washington, you can buy a half hour for $300-$600. And they will run 30-second or 60-second commercials to promote your show on the local cable access such as channel 14 in the Portland area, which is a very good place. But you are reaching out to potentially a million people in the Portland metro.

Robert Channing: Well for the event planners who are listening in, what could they use that for? For just promoting their local event for $300-$600 and they thought it was going to be tens of thousands of dollars. Is that right?

Tony Marino: That’s because some knucklehead, some jag-off went out there and lied to them. There is so much deception out there. If you are stupid enough, and please excuse the expression, but if a person is that dumb or they are just going to be that gullible, I feel bad for you. Because you don’t have to be that gullible because there are companies out there, and we are one of them, that will tell you the skinny.

We aren’t going to throw any hyperbole at you. We are going to tell you it’s going to be this much money, it’s going to take this long to do it, and we are going to be pretty accurate because we don’t want to look like goofballs and at the end have you tell 1,000 of your friends how dumb we are. We don’t ever want that.

Robert Channing: Tony, I’m in upstate New York, near Syracuse. If I want to shoot an infomercial how would we arrange that? Would you fly out here? Would I fly to you? Or do you have affiliates in different states that would work with me?

Tony Marino: There are a number of different ways to skin that mule. First of all you are in a great market up there. You could get 30 minute cable up there for virtually nothing. I mean, for virtually a song.

Going back to the infomercial thing, how do you do it? There are a couple of different ways. There are times we will employ regional or localized videographers from that market place. If it was Los Angeles or if it was San Diego we would call the NBC affiliate down there.

If it was Palm Springs, California, we would call KESQ. We would call the affiliates and say, “We need a videographer.” We would know the fee in advance. Our client would know all of the numbers and we would go out and shoot your segment.

The other way of doing it is to, long before you even bring the cameras out, you are storyboarding everything. The scripts are being written. You are also doing your research studies. You have to do your surveys.

You never want to go take the cameras and start shooting an infomercial without getting a focus group together and saying, “Here are our ideas. Here’s our storyboard,” because you want them to “pooh-pooh” it before you start shooting it.

Because if you start shooting it, believe me, it’s expensive, usually because you make too many mistakes. So you circumvent those mistakes by making sure you are doing your R&D on the front-end and doing your focus groups.

You can do focus groups over the internet. In the old days of radio and TV you get 12 people, put them in a room, feed them lunch, and show them a TV screen and say, “What do you think of that commercial?” They thumbs up or thumbs down. “What parts did you like? What parts didn’t you like?”

Well now you can use the internet. You can take streaming video and you can shoot a pilot, if you will, a two or three minute vignette, invite people over to see it and throw their poll survey right there.

“I thought it sucked, Robert.” Or, “Hey, Robert, don’t quit your day job.” Or, “Boy, Robert, I don’t know why you are doing TV. You have a perfect face for radio.”

Again, you can use that technology. This is where the internet is cool. That’s what I alluded to earlier. Don’t just live there. That’s just a handy-helper tool. At the end of the day it’s going to be you.

Let’s say you are coming to Portland. You want to do an event in Portland. You are going to be an evangelist in Portland and are going to teach all about how to become the next Donald Trump. How do you get people there?

First of all what you probably do is shoot a 60-second spot and you buy a spot load. You wouldn’t buy it on the network affiliates in that market. You buy it on the cable. You go to Comcast instead of going to, say, channel 8 here in Portland.

Robert Channing: What you are going to do is test it first. Is that what you are saying?

Tony Marino: Right, you are going to test it. But you also want to make sure that you have collected enough data. You would want to have a company or yourself, if you have the time and are so inclined and know what you are doing, to pull those resources.

This is where you use the internet, again. You go on the internet, and here is how simple it can be, you search infomercials on dog food and hit Enter. Boom. You go in there and start pulling all the R&D.

You start pulling who did an infomercial on this. “Oh, Greg Renker did an infomercial on dog food.” How did they do it? Who did they use? What worked and what didn’t work?

You can look at the research on that and it doesn’t cost you a dime unless you have a consulting firm do it like us, which still doesn’t cost you a lot at the end of the day because we know how to read it or you can get it and read it and maybe bring us your interpretation.

Robert Channing: You’re saving all the time, too. I mean, I heard this before from a friend of mine named Scott Wholeman who grew a business from zero to $100 million in two years.

His quote is, “Model success and duplicate results.” So you have already done the leg work for everybody out there and now they need to model what you are doing and duplicate the results that all your other companies that are successful are doing.

Tony Marino: Again, and just to add to that, we have done the research but I got to say this as a disclaimer, the research is never-ending. We don’t sleep. The internet and technology move at breakneck speed. People are moving at breakneck speed.

That’s why the handheld devices and everybody is climbing all over these things because they don’t have time to sit in front of the tube any more like they used to. So now the time warp has become just insane. You either have to spend your life doing research or you have to find somebody who is going to do it for you.

So every single day we are reading, studying, analyzing, examining, licking our wounds, high-fiving ourselves for our victories, but every single day, when you get up in the morning it is a whole new adventure. What worked this morning for breakfast may not work at lunch.

Robert Channing: So what kinds of guarantees are out there? There really isn’t any guarantee other than the strategy of moving ahead with your statistics and your new research every day.

You’re out there to give that to us, right?

Tony Marino: Dr. Denis Waitley once said, “You want to maximize your opportunity for success while minimizing your risk for failure.”

There are no guarantees in life. I could drop dead in three seconds, right in the middle of this show right here, and you’d have a great show on your hands. You’d want to capitalize on it too, by the way, from a marketing position.

But here’s the thing. There are no guarantees in life. There is no guarantee that your children aren’t going to get sick. There’s no guarantee that you are not going to suffer from divorce.

There are a few guarantees. There are certainly faith guarantees and those types of guarantees. But in this world there are none.

People will come to one of our consultants and say, “Come on, tell me. What is the guarantee here? I want a guarantee.”

We have to tell them, “Look, if you expect us to give you a guarantee, we cannot do that. All we can do is arm you. We can put the shields; we can put the boots; we can put the belt; we can put the helmet on; we can give you the sword.

“We can show you how to swing it and fight with it. But you know what? There is always going to be the Bozo in the closet, the little quiet guy you didn’t know about, who is going to come out with a 357 badda-bing-badda-boom.

“You never see these things. So this is what you have to do, and this R&D and research. You have to have experience at what you do which means that you are going to hit the playing field with the best players who are the most practiced up at what they are going to do.”

We all know about ball teams that practice; musicians that practice the music; artists such as actors and actresses; guys like you, Robert, what you do when you are performing. The more you do it over and over again, the more experienced you become, the greater the possibility, the greater the opportunity of success for you.

If you take a nap and go catatonic, you are going to forget how to ride the bike or you’re going to forget how to do things because you lose it.

We do it everyday and so, again, the guarantee is that we guarantee you we will give you 1,000% of everything that we knew yesterday, that we believe worked and we are going to give you 1,000% of everything we learn today.

We will guarantee you that we will do it honestly for you and passionately for you. Otherwise, we will not accept you as a client.

We have fired clients, Robert. We have fired people out of our client base because it was for their best interest.

Again, we can guarantee honesty; we can guarantee doing the best we can for you and working our faces off without sleeping. But we cannot guarantee what will happen tomorrow.

Robert Channing: You have given a lot of information out so far. We have about ten minutes left.

I just want to ask you a couple more important questions and maybe you can help the event planners out.

First, what are some of the best strategies for event planners to promote their events?

Tony Marino: You’ve got the radio. Get on the radio, it’s inexpensive. Don’t think about the computer all the time.

Again, you want to contact, you want to get their numbers, and you want to look at their demographics.

You might contact companies like us with agencies. You’re going to call and say, “Hey, we want a spot buy in Florida. We want one in Tampa, we want one in Portland and we want to go to San Diego. Get us the best deal.”

We make all the calls. We get the best deals. We take our 15% because that is what you get paid and it comes off the top. There is no extra charge on top of that. We just get a fee from the station that gives kick back.

That’s how that works.

So there is radio, there’s TV, there’s the web site. There’s the podcasting, and podcasting again so you can get traffic from the search engines. We know that Google believes in those. Both Sergey and Aleria Page over there obviously thing they’ve got something going on because it works.

People use the search engines. There are over eight billion pages indexed to this day.

Robert Channing: Do you mind me mentioning some of the companies you are doing this for?

Tony Marino: I would probably be careful, but go ahead.

Robert Channing: They are major players out there, multi-million dollar companies. You are implementing these technologies and strategies for them.

I won’t mention their names because I don’t want to infringe on anything.

One question, Tony, is how can an event planner make their events more enjoyable and profitable at the same time?

Tony Marino: You mean putting the event on or actually doing the event, actually being on the stage?

Robert Channing: How can the event planner make the event more enjoyable while the people and the clients are there, both before and after?

Tony Marino: I think, again, that one size doesn’t fit all. Please hear me on that.

You’ve got to know your audience. If you are speaking at a funeral home, obviously certain jokes wouldn’t go over well. It really depends on the audience.

It depends on you as a personality. What can you pull off? Can you sing and dance? Can you play the piano? Do you play the banjo?

What can you do to entertain? They are there for entertainment and they are there for information.

If you are going there and talking to a bunch of techies, their sense of humor is going to be a little different than Jerry Lewis. But again, one size does not fit all.

You have to examine your audience and ask yourself, “What can I do for this audience that is going to impact them to the point that when they leave, they are going to remember this?”

They are only going to remember a portion of it anyway. So you have to remember to understand your audience; know the demographics; know how to speak to them.

You want to know what is their level of pain; when are they going to start yawning?

This is where experience comes in. You may not know the answer to that. Robert, you do that a lot, so you probably know what to do and what not to do while you are doing the event.

Those who are new to event planning, this is why it is good to get Roberts and Marinos to help.

Robert Channing: I think we spoke about this, Tony, before we came on this podcast. We spoke a little bit about what we were going to do today and about some of the questions.

But you mentioned to me today that you want to entertain them. You want to motivate them. You don’t want to just sit there with dry monotone data. You need to entertain them to inspire them. You need to wake them up.

Most people out there are sleeping all day and their own minds are just drifting through the day.

Tony Marino: Look at the talking head. Here’s the difference.

You are going to go watch James Bond, right? You’re going to go see Pierce Brosnan or this new guy who is going to be filling the role.

You go watch it and for the whole two-and-a-half hours, whatever it is, all they do is have the camera on his head. Wherever he goes; he is jumping, he’s on fire, he’s fighting, the bullets are flailing, and all you see the whole time is his head. The camera is on his head.

That’s not entertainment. It might be entertainment for the girls for about three minutes, but after that it’s, “I’m done looking at him now.”

That’s why the camera pans back; that’s why there are different angles; that’s why there is different music.

Let’s say you watch The Exorcist. I’m not kidding, put on The Exorcist, go get Linda Blair when she was ten or twelve and put it on.

Put it on and when she’s the scariest on that bed, when she’s doing that voice thing that frightens me still to this day, put on the Barney theme song while you are watching that and watch what it does.

“I love you, you love me,” or put on polka music. It’s not scary anymore. All of a sudden it becomes a comedy.

Again, you want to use the faction of entertainment to create the ambience of fun.

At the end of the day, was it fun? You can read anybody’s book. You can watch a million television shows on 128 cable channels and more coming on the horizon with T-bow, with the podcasts being downloaded on T-Bow units. Don’t get me started on that.

But, again, you’ve got to entertain them. What are they going to leave with that is memorable?

That’s why you have guys who will go there like what’s-his-name who bit off a chicken’s head or bit off the snake or whatever; guys who set themselves on fire or run around naked.

They want to be memorable. But you have to ask yourself, “Who is my audience?”

Obviously, if you are doing a seminar for nuns, biting off the chicken head and running around naked would probably not be a great idea. It depends on the audience.

If it is an audience of nuns you could probably do nun jokes about the habits and you could have fun with it. You could have some fun with the rulers on the knuckles and so forth.

But you have to ask yourself, “What would make these people laugh? What do I have to do that is comfortable for me?”

Don’t try to be a comedian if you are not. That’s the other thing, too. If you are not funny, don’t try to be funny.

Most people are funny, by the way, Robert. Most everybody is funny. It’s just that people don’t let the funniness go; they don’t let funny out. They try to pretend, “I’m in public now so I can’t let people see my funny side.”

Robert Channing: I have a couple more minutes left.

What we are speaking about today is podcasting and blogging. But there are multiple weapons you can use and this is just in the mix. Is that correct?

Tony Marino: Yes, these are just arrows in the marketing quiver.

The bottom line is that without marketing, nothing moves. You can have the best seminar on the planet or the best event coming up, but if you keep it a secret and don’t tell anyone, then you are going to be talking to the chairs and the lighting guy and maybe the sound guy or one camera guy in the back of the room taking a nap and eating a sandwich.

Robert Channing: If you don’t do your homework; if you don’t find the demographics; you don’t put the campaign together and you just throw stuff against the wall, you might get something that sticks but you are going to be holding the bag with a big, painful bill at the end without any money coming in.

Tony Marino: Well, what do you want to be remembered by? People are going to know when you are going after their wallet. People are not dumb. We don’t fool them.

Some of these so-called internet marketing gurus think they are clever by putting out, “I made a million dollars in two minutes with my underpants on my head.”

It’s like, come on. The bottom line is that that’s not real. They don’t tell you that this is just the headline. When you start reading the small print they say, “It took me two years to build it. I had to build my list and I had to do this.”

You had to do something. The bigger the money, the bigger the something you had to do to set it up.

There are people who win the lottery, but let’s get real. That is one out of ten billion. There is that chance.

I would rather play a safer game. If I’m going to play the game, I would rather play blackjack because the odds are better that you are going to win.

Be careful when you are out there, but marketing is the foundation. That’s why it is important at the front end.

People will build the web site and they will say, “It’s all done now. Yeah!” and they are high-fiving each other and doing the halleluiah hootin’ nanny, “Praise God, we’re all finished!”

But then it is all finished, it is all done, and nobody is coming to the party. Nobody comes to the dance. The music is playing, you’ve got the Cheetos out and the finger food and nobody is there at the party because you didn’t market it.

And you didn’t find out what the audience wants. First you have to find out what they want? You can’t build something unless you know they need it.

Robert Channing: What are some of the suggestions? This is the last two minutes we have here.

What are some of the suggestions you have for event planners to integrate their direct and on-line marketing for their events to get the maximum benefits for their advertising dollar?

Does that make sense? How do you get the most bang for your buck?

Tony Marino: You’ve got to keep your statistics. This is where a lot of people fall short. They don’t look at their stats.

They will go out and buy a banner here; they will buy a solo ad over there; they will run an ad in the newspaper over there; they will run radio there; they will run TV over here.

They get the shotgun out and “boom!” in the air and maybe they will get a duck.

Why not laser beam your plan? The way to do that is that you’ve got to look at your statistics.

Any time you spend one penny on marketing, any time you make a phone call to pitch your product, any time you are closing a deal, you are taking notes, you are keeping stats, and you are tracking links on everything you do.

That’s the only thing that is going to let you know what worked and what didn’t work; stats.

Robert Channing: What is it called where you put something on a web site to track something?

Tony Marino: There are tracking links and they are very, very simple to use and they are very inexpensive to implement.

Robert Channing: Well, terrific.

Tony, it was very, very pleasurable having you on here today. I appreciate everything you’ve done.

Folks, if you have any questions about marketing on-line, off-line, infomercials, anything to improve your products or your information technologies, go to www.AmericaWebWorks.com.

Tony Marino is the owner and the C.E.O. He has a huge business, but he is not too big to help you guys out. Is that right, Tony?

Tony Marino: That’s right. We’ve got clients who just turned on their P.C. two weeks ago. We’ve got clients who are ringing the bank bell everyday. We try to help anybody we can and we do a lot of philanthropic work for people, a lot of pro bono.

So if somebody has a question, send an email. Give us a call; we’ve got a toll-free number (866) 824-9684. Use it. It’s not there for decoration.

Robert Channing: A lot of people out there are timid. They are afraid to pick up the phone. They are afraid to just say hello and ask a question.

But ever since I met you, Tony, I’ve been doing some business with you with my companies. You’ve been very generous with your time and your energy.

I want to thank you today for being on the program. Thanks for coming on today, Tony.

Tony Marino: It’s my pleasure, Robert, and God bless you, buddy, and have a terrific holiday season.

Robert Channing: Thanks so much. Take care now.

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