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Bill Lampton Ph.D.
Bill, Hi there.
Welcome to the biz communication Show. I’m your host, Bill Lambton, the biz communication guy, bringing you tips and strategies that will boost your business. And these communication tips and strategies don’t come from me solo. They come from a conversation that I have with a highly recognized, respected communication expert, and today, it’s a grand privilege to welcome someone who has been my mentor, my coach, my friend, my supporter for Well, ever since 19 9070s Mike Stewart and his company is local internet presence. Tell you how I met Mike. I in 1997 I left my management position to become a professional speaker, a Communication Consultant, a speech coach, and I recognized right away that I couldn’t go it alone. There was plenty I needed to learn. And to give you an example of how naive I was, there was a friend of mine from the Georgia Speakers Association who I met, and she called me one day and she said, Bill, you have just got to learn this as basic. I said, No, no, I can’t. It’s too complicated for me. And she said, You must learn it. And so we worked about 10 minutes, and then I did find out how to cut and paste with Word documents. That’s how naive I was. Well, fortunately, in attending the Georgia chapter of the National Speakers Association, I met this guy called Mike Stewart, and Mike walked up to me and said, You got a website? And I said, Yeah, I’ve got a website. In other words, I don’t really need your services. And then Mike said, but do you have sound on it? No, I didn’t have sound. And so that began my collaboration with Mike Stewart, and since 1997 he’s not only been my guru, but he has helped hundreds and maybe even 1000s of clients launch their business, learn marketing, learn technology, podcast, video, well enough about him. Let’s get this fantastic guy and my main mentor on here. Hello Mike, Hey
Michael Stewart
Bill. Thank you so much. You know, I tell you what, anytime I want to feel better, I’m just going to call you up and let you talk
Bill Lampton Ph.D.
well. Anytime I want to feel better, I call you because you are, you are my right hand guy. I think of an interesting part that many people, even those who know you well, are not aware of, is what you did professionally before you became the Internet audio guy and the internet video guy. And we knew you as this guy who the marketing and technology expert, but you you were not 21 years old when that happened. So tell us about what you did professionally previously.
Michael Stewart
Well, when I was young in school, I was, you know, in love with music and being, you know, when I practiced my interest, when I played piano, bass guitar, guitar, even played trombone at one time, and music was just, you know, my passion. And of course, I was advised by all my parents and in laws, and so you’ll never make a living at music. It’s too hard. It’s too hard. And I said, Yeah, but there’s a commercial music world that I can make a living. I can do music, I can create music, and I can make a living. And then that was in the advertise and the communication world, you know, I read a statistic in 1979 that 85% of all audio and video production, 85% was corporate or commercial. Only 15% was the music industry that, you know, that was entertainment. And I said, you know, nobody thinks about who played piano on that Arby’s commercial. Nobody thinks about, where did that music come from when you board the plane at Delta, nobody thinks about, was it? Where was that opening thing theme at that corporate meeting that had a video that started the meeting, and then, you know, someone like Bill would come out and do a motivational speech? I mean, music? Uh, is used in a plethora of ways that the public just takes for granted. And so I had 25 years experience working in Radio and Television Production and Advertising, and I got to do what I loved I said at my keyboards. In fact, you can see here, uh, on the left of me, that I still have keyboards here, because I still love music. That’s why I moved to Nashville. But what I did was, and what I different than most musicians, I didn’t have stars in my eyes. I didn’t I didn’t think, Oh, I’m going to be, you know, the next Rolling Stones or the next Beatles, even though I love those groups, that’s like, winning the lottery. What do you do for living? I’m going to play the lottery, and well, how’s that going for you? Well, I hadn’t won yet. You know, the music business is a lottery, but there is a music business, and there is a business of music. And I’ve always been fascinated with marketing, because what happens is, when you take your passion and what you love and you add marketing to it, there is a potential that you can build a business around that and a very successful business. So I’ve been a fan of music and marketing since I was very young, and I’ve had mentors throughout my life that have just contributed so much amazing information that’s still applicable to today. The thing that’s changed today is the delivery mechanisms. When I started in creating marketing content, there was only print, radio and TV, and print was magazines, pamphlets, billboards, you know, signage, business cards, T shirts, wraps on vehicles, that was print, and then audio was radio and and video was television, and that was, you know, to deliver your marketing message. And then the best marketing delivery system of all, and I love this one businesses say it. What do you do for for marketing? Well, word of mouth. Well, yeah, word of mouth is a great delivery mechanism. The difference is, is all those other ones you can you can design the message, and you can make sure the message is heard with word of mouth, you have zero control people either saying nice things about you, or they’re they’re not talking about you, or they’re saying bad things about you. So depending on just word of mouth is not a marketing plan. It. You know, I always tell clients when they say, Well, I’m doing word of mouth. Well, don’t stop. You don’t have to stop doing word of mouth. What you need to do is learn to make the perfect marketing message. And then second, learn the delivery systems. And delivery systems is called Media. And what is the new media? Well, the new media is the internet, and the ability to create the marketing messages is now AI Artificial Intelligence. So it’s an exciting time for marketers, and it’s also an exciting time for musicians. And my passion at my age, is to keep showing that to more and more people that that the good, the better times are here now is quit complaining about what isn’t. Start learning what is. And that’s that’s what I’ve always done. If you go back to the day I met you, I knew you had a website. I knew that when I said, Do you have a website? I knew you were gonna say, Yeah, but I knew you didn’t have audio on it,
Bill Lampton Ph.D.
and audio was new on websites. It was revolutionary.
Michael Stewart
How many years ago? 28 years ago. Geez. Is that correct? Did I do my math? 25 to 97 Yeah, it’s about 28 years ago. Yeah, a website that had audio on it was unheard of in 1997 98 and that’s because streaming audio was in its infancy, and I realized early on that the internet is just radio and television. I mean, what are we doing right now? We’re doing television, but we’re doing it on the Internet. In fact, Internet television has dwarfed the popularity of terrestrial television, television that used to have to broadcast through the air, through cables, so, so the thing is, the delivery mechanism has changed, the psychologies and the effectiveness of how the message is delivered, hasn’t you know that hasn’t changed. You make a great message, and people hear it, they respond. You make a confusing message, they don’t respond. It’s, it’s really just very simple to me. So anyway, my message to you is, do you have a website? Shut up Mike, let him answer why? Yes, I do have a website. I have a great website. I love my website. And then I know my next question was, does it have sound?
Bill Lampton Ph.D.
And how you how can you be a speaker, trying to market your services, trying to get clients. If people can’t hear you, they don’t want to know what you are in print, not that alone.
Michael Stewart
Well, if you think about it, I actually remember what my next question was that I rehearsed is like, well, what’s confusing to me, Bill, is that. If you’re a speaker and they can’t hear you, why wouldn’t you want to make that available on your website? Yes,
Bill Lampton Ph.D.
could you call yourself an author and not have anything in writing?
Michael Stewart
Yeah, I’m an author, and there’s nothing written here. I mean, it’s, it’s absurd. So the thing is, is that’s marketing. So I was marketing to you in a friendly on I wasn’t pushy. I just, in fact, my mentor, Larry Letterman, who, God rest his soul. This guy could sell ice to Eskimos and he could sell fire to the devil. I mean, he, he just, it might. And me and a good friend of mine named Hal Coleman, and in fact, I’m going to give everybody an opportunity to download Hals book for free, because basically, it’s almost my biography in some ways. Yes,
Bill Lampton Ph.D.
you and you and Hal Coleman, with the pest control business, you’ve had a long and very profitable Association. Well, I met Hal
Michael Stewart
or probably 20 years before I met you, I think I met Hal in 7778 somewhere in there. And this gentleman named Larry Latimer, like I said, he was the master marketer,
Bill Lampton Ph.D.
and almost as like a stage name Larry Latimer, well, he will
Michael Stewart
Larry. Larry was a character, and he mentored me, and I’ll never forget asking Larry as a young man, I said to I want to build my business. I want to grow my business. And in fact, that’s what we’re talking about, growing your business. And he says, well, first thing you need to do is, he said, You need to read, Think and Grow Rich by Napoleon Hill. That’s first thing he said out of his mouth. He says, You need to read How to Win Friends and Influence People. Dale Condie is classic book. Yeah, he said, Read those two books. And he said, and then we’ll talk again. Now, I was challenged with taking an action, and this is one of the, one of the things that most people fail at. In my experience, you give them an action, and then they never do anything. They never buy the book, they never read the book, and you never hear from them again. They
Bill Lampton Ph.D.
agree to it. It sounds good, yeah, Mike, I’ll get to it. And then nothing happens. And
Michael Stewart
nothing happens. So I don’t know who said it, but 95% of success is showing up.
Bill Lampton Ph.D.
Woody Allen is one I hear. So here,
Michael Stewart
maybe that’s true, but, but at any rate, the point was, is, you know, I took action on it. I read both those books, and I learned about myself that I can’t read and learn. People learn through reading. People learn auditorial And then people learn kinetically. That’s the way people learn. And I learn, I really and I tell you, this is the proof that I knew it, and why I became the audio guy, and I used this in my marketing as a positioning statement about why audio is so important. When I was in high school, we were always told to do book reports, and I could read the book and not remember anything I read. I mean, I read the whole book, tried to stay concentrated on it, and then I couldn’t remember it. I couldn’t remember what I read. I didn’t know the story. And when we took the SATs, they’d say, read this paragraph, and then they ask you questions, was the was the main character scary, you know? And it’s like, I don’t know what main character, yeah. So, you know, was this the hero’s journey? And I go, hell of fun, though, I don’t know. So anyway, I can’t read and learn. I don’t know why. I just can’t, but I can listen and remember.
Bill Lampton Ph.D.
Well, I’m sure that’s why audio books are one reason they’re so very popular that there are many people who, as you describe it, the reading just doesn’t even they can’t even retain it, much less learn a lot from it. But listening is is their way, and that there’s nothing wrong with that doesn’t that doesn’t mean you’re deficient or you have a disability. It’s just your way of learning.
Michael Stewart
It’s the way I’m wired. So when I met you in 97 I had just closed my studio down recently, and the Internet was new, and I was excited about the internet, and I said, I’m going to learn how to sell the Internet services because several reasons, I’m passionate about the fact that it can deliver sound, and I know audio and video, so I believe that I need to understand how the internet works, so that I had the perfect background for right and I had the background for it, because most web designers came from either computer backgrounds or graphic design backgrounds, and they were thinking, well, we need to build magazine colors. We didn’t make pretty work websites. And my mentor, like Dan Kennedy, says, pretty websites don’t sell words. Do people buy because they believe what they trust about you? They don’t buy because there’s a pretty graphic picture or a logo that looks amazing. That’s called brand and M. Advertising in direct response. Advertising, it’s a very small, simple formula. We’ll take you as an existent. You have a website, yes, but you have a problem. You’re a speaker and there’s no sound. Yes, if you’d like that problem solved, I can do it for you. Can we book an appointment to put a project together?
Bill Lampton Ph.D.
Yes, and we’ve been working together ever since, my
Michael Stewart
goodness, you’re not my oldest customer, but you’re one of them. And I don’t mean an age.
Bill Lampton Ph.D.
You mean long standing customer. Oh, see. Well, you’re
Michael Stewart
the communicator. I still struggle. But at any rate, with if you look at all that psychology, there was direct response marketing psychology the day I met you, and that’s what turns strangers into customers. So everything you do has to have that psychology behind it. And so anyway, like I said, as much as I love music, if you look around here in my office, you see pianos behind me. You see gold records. I mean, I’m in Nashville because, one, I didn’t stop loving music, but I started loving marketing. And I’ve realized early on that if the internet, and I’ll tell you, that the day I learned that the internet was radio on television was 1996 before I met you, and I used to love to watch David Letterman when he was funny, and the guest that night was Bill Gates. And so the first thing out of Dave’s mouth, who is was a known smart aleck. He said, so, so Bill, what’s the deal with this internet thing? And I thought, Okay. And of course, that was at the time of history that Al Gore was calling it the information super highway. And everybody said, Al Gore invented the internet, and it was all BS, but it was, it was the time. And he says, uh, Bill says, I thought he was going to say, well, it’s the, it’s the ability to transfer information from computer to computer. And it’s, you know, it’s a fast, you know, we don’t know where it is. It’s, we’re just beginning to learn. But it’s the ability for every computer on the planet to be connected, that’s the real answer. Bill Gates said, well, you’ll be able to listen to your radio on your computer someday. How novel is that? And he was excited about I saw Bill was excited about that, and all light bulb went off on my head. I said, Oh my god. The computer is a radio. The computer is a television. Well, the computer and radio is the thing you may have any silence. This is the computer people are walking around. There’s 9 billion of these devices, and I just showed a cell phone, for those of you that just listening. See I got, I remember that we’re not only video, but we’re audio only,
Bill Lampton Ph.D.
right? Mike, I want to get back in just a few seconds and talk with you about your company and your your direction. Now, local internet presence. We’ll be back in just a few seconds for that. Do you
Michael Stewart
wish you felt confident about giving speeches? Do you want to deal with difficult people constructively, and what about becoming more persuasive in sales? Then keep listening now to Dr Bill Lambton. He spent 20 years in management, so he knows the communication skills you need for success. I urge you to call the biz communication guy today for a no cost, but very valuable, 30 minute discussion about your communication challenges. Call now 678-316-4300, again, that’s 678-316-4300,
Bill Lampton Ph.D.
we’re here with Mike Stewart. I’m Bill Lambton, the biz communication guy on the biz communication show, and we have Mike Stewart, my long time marketing, sales strategist, designer of all I would run an adjective before I get to our next topic, Mike, I Do remember that one time you told me that growing up, you took 13 years of piano. Well, I took six years, and after six years, when I finally found middle C, my parents let me quit. So we have vastly different salads. I can Can I assure you of that? Okay, local internet presence. I’ve known you as the Internet Video Guy, Internet audio guys, sound pages, different descriptors of what you do, what? What is this business all about? Well,
Michael Stewart
I because, and I’ll finish the thing I said about Bill Gates when he said, you can hear the radio on your computer. You know? Then Dave came back and he says, Why don’t you just listen to the radio on your radio? And everybody laughed, and that was but, but that’s not what I heard. I heard the future of radio and television are, is the internet. It. In other words, the internet is the conduit or the transmitter of amazing content. So when you when you realize that you go to the principles of radio and television apply to audio and video on the internet. So that’s why I became the Internet audio and video guy. Now I’m going to add my computer here to the stage, and we’re going to, you know, and I’m going to show, show some things here that I’ll talk about. In the internet, there’s only two things that matter, people finding you and people responding to you. And in the world of the internet, that’s called Traffic and Conversion, traffic is people find you, and conversion is them being convinced to do business with you. So Traffic and Conversion is a a term that most business owners don’t think about, but you can see there’s, you know, there’s a lot. It’s well known in the internet marketing world. So my new thing for 2025, and it’s all the buzzwords, I think we’re in a internet revolution again, because of artificial intelligence and because I apply audio and video to internet psychologies and internet delivery mechanisms, I’m a big proponent of content marketing. That’s what that’s what we’re doing here right now. We’re creating content that hopefully will bring strangers to your content, and then your message of what your problem you solve, will get them to, you know, contact you and do business with you. That’s what I’ve been doing. So it all hinges on people using search engines. And the way people use search engines is they type words into it. And there’s there is a terminology called SERP terms, S, E, R, P, and you can google it here. CERT term stands for search engine results page. It’s the page that appears after a users user enters a search query into a search engine. That’s what a SERP term is. Everybody has terms they want to be found for, but there are terms that guarantee they’re always bound. And so when you market in a podcast, and when you market by buying the terms in advertising, and when you have a you a domain name that has your search engine results page, and you use audio and video to help that your market remember how to find you. It just increases your traffic. And then, if you the market marketing message you have on your website and in your podcasts and in your YouTube videos and your Instagram and your Tiktok and all the places in your YouTube shorts. If people can know how to find you and they like the content you see, then a percentage of those people will do business with you. And that’s what my partner, Hal Colin and I have been doing for years. We started eight years ago the pest control marketing podcast, which was designed for a vertical, just the owners of pest control companies. And then we created all kinds of, what you call a funnel of products and group coaching, individual coaching, jingles, what I call a SERP term, jingle. You know, this consistent content has convinced people for years to after we after just like what we’re doing right now, and that’s why I recommend it to you. They know like and trust us, and then they know how to get in touch with us, and a percentage of the people convert to a customer. So that’s why most businesses never do what needs to be done. They don’t believe they need it. Nobody is thinking, you know, I’m a plumber, I’m a pest control owner, I’m a service business. They don’t think about that content marketing and well, there’s really three things that matter in a local business, not so much in a worldwide business. But for instance, we’ll take me here looking at Google. I want to be known in Nashville is the guy who can create a local internet presence or a business. And when you search local internet presence here in Nashville, my picture pops up and it’s that’s because I’ve optimized my Google My Business, which is this over here on the right, and then I’m building a website that’s going to rank, and I’m teaching people that, in fact, one of. Things I realized, I can’t tell a local business owner you need a Google My Business listing that needs to be optimized. You need an RSS feed, you need a podcast, you need a blog, you need a YouTube channel, you need to distribute your content to all the major platforms. Those major platforms are apple, Spotify, Amazon, Android and YouTube. They don’t they’re not looking for that, and they’re not realizing that it’s incredibly valuable to a small local business. It’s harder for a national business, national businesses, you know, want to reach the whole country or the whole world, but a local business is a lot easier. And of course, what I rather than tell people all that technical jargon, I have found success in saying you as if you want to grow your business locally, you need a local internet presence. And the truth is getting found and converting strangers into customers is all that really matters. Online, you can have what you think is the best looking website or the ugliest website in the world. I’ve actually had people tell me my websites look ugly. You know, they probably, you probably look at this and you’re thinking, Well, that’s pretty plain Jane. Quite honestly, I don’t care, because I’m getting found and I’m converting customers because this, if you look at my testimonials, oh, Ali, there’s Bill Lampton. Look. How about that? How about that? But, I mean, these are real. You know, people trust Google reviews. That’s why Google reviews and Yelp reviews are so much. But like here, this is a client. I didn’t make this up. In the last year we took him from $750,000 to 1.2 million. Do you think this guy’s happy? Believe me, he is. I asked this buddy of mine to give me a testimonial on Christmas Eve or or New Year’s Day. It was New Year’s Day, and I thought, okay, he’ll write me a nice little Mike. Does a good job. I want you to see this. Oh, come here. Why? Why Why are you not clicking on here? Read more. He wrote it. He almost wrote an epistle. That’s what you have to do. You have to do shock and all business service for customers. You have to get results. So, like, one of the things I told people here, and I’m telling this year, I just started this this year. That’s why I wanted to, you know, I’ve had multiple things, things that worked, things that quit working, things that, you know, believe me, I don’t want to spend this time talking about the things I tried that didn’t work. One of them was video, your church service never worked. But that’s okay. But if you search local honey near me, that is our this is our honey store, and our honey sales have gone through the roof this month, all because of these psychologies and these strategies. That’s an ugly website, but I’m telling you, our honey sales have tripled because all we want to do is say, if you’re looking for this, we’re the solution. So with all that being said, let me get back over here. That’s pure direct response marketing psychology. You got to remember that when it comes to the internet, 95% of the local business websites and 95% of internet traffic goes to telephones and TV sets. They don’t go to computers anymore. Very rarely are people searching internet on on a computer. In fact, I can prove that with the statistics that we have metrics where we see some of our clients. We have one client that 95% of his YouTube videos are watched on television sets and it’s YouTube advertising. So it’s a brave new world. We used to say when the internet came out in 97 bill if the internet was a baseball game, it’s the first inning and it’s the first inning all over again, because of AI. And one of the biggest challenges people have when it comes to doing a podcast. Now, you don’t have this, and you as a communicator. It’s not a challenge for you. But plumbers, hair salons, I mean, what I call service businesses is what this works for best. But I’m actually working with a financial planner. I’m going to share my screen again here and just show you what I mean by that? I have a client, and he’s also a really dear friend,
who I didn’t want to ask, you know, but he finally asked, he says, What is it you do? And I said, Well, Paul, your search terms are two words. Paul Winkler, two words, and Paul is number one in the world for his name. But nobody knows to search for him unless we tell them, and we tell them a benefit. So just like I’m Susan’s number one for honey, I. Paul’s number one for Paul Winkler. I’m number one for local business internet, my client in me, Quan, Wisconsin. He is number one for pest control, me Quan, Wisconsin. If you search that in Google, there’s my client. He does everything I tell him to do. There’s two kinds of clients, people who do what you tell them to do, and people who whine and complain and never do it and quit. So I don’t I don’t work with whiners and complainers. I work with people who take action. What I did for this guy is why He gave me that testimonial. So if you get back to everything we said, and I’ll pull this out. I’m using music on the internet. We’re creating marketing identities or audio logos or jingles, whatever you want to call them, for podcasts and for YouTube. And the reason that AI has come into play, and in fact, I’ll demonstrate that. In fact, I heard about a new AI thing today that I’ve got to investigate, which I don’t want to talk about because I don’t know anything about it, but I’m going to learn it. I like Google’s chat GPT. Chat GPT is the AI software that enables you to to do all kinds of creative stuff. So when, when these service businesses don’t know what to say, then I teach them. It’s all about how you prompt AI. So write an article on why Bed bugs are bad, what to do to fix the problem in the voice of Mike Stewart. I of Stewart pest control, Nashville, okay, you don’t call it a podcast. You call it an article. You state the problem and the solution in the name, in your name and your business name and location, those are the important key points. And when you tell AI, do that in a matter of 10 seconds, it will create the content you need and
it personalized. Personalizes it, and then you can actually take that content and put it in another AI program called 11 labs. And 11 labs will take text and as an audio guy, it is amazing. It you, I can clone your voice and put this in AI, and it will, it’ll be you talking, and it is the most realistic I’ve ever heard. Lots more and more people are using AI for voice, and then to even get crazier, I can write jingles. This is an AI program that will write and create music. All you do is put in your words and give it a description, and it generates music that you can use. So now, local internet presence can do the services that people won’t do. We can do it for you, and we can do it fast, inefficient and effective and legal. So that’s, that’s what I’m excited about. I’m, you know, I’m never going to retire. What am I going to do? Sit around and do nothing?
Bill Lampton Ph.D.
Yeah, I said recently, some people choose to retire, and others choose to just reinvent themselves, and you’ve done that many times. And as you say with everybody, some things don’t work, but you’ve had a great percentage of things working Mike, hosting you on the biz communication show, which I’ve done two or three times before, always with great pleasure and great profit to our viewers and our listeners. So I know people will want your contact information. Tell us what that is, please. The easiest thing
Michael Stewart
to do is go to local internet presence.com, if you can remember those words, fact, my my mantra, or my elevator speech, when I go to the Chamber of Commerce and I go to networking meetings, because if you think about it, I went to a networking meeting called the Georgia Speakers Association, and I networked with my target audience and got several customers, I might add, from that, from that one. Or two meetings. So I just tell people, you know, when I was with you back in the day, and I still have the website, sound pages.com, I never take websites down. That’s the number one rule. When you build something, even if it’s not working anymore, don’t ever take it down. But my new thing, and I want people to remember, if you can remember local internet presence, com, you can find you’ll see my phone number, my email, my podcast, everything in the world you need to know to learn more about me is all there in one place.
Bill Lampton Ph.D.
Well, I want to tell you that anybody who I know, who has ever contacted Mike Stewart finds a guy who will give you his best professional service, and then in a wonderfully friendly way, Mike, thank you for a wonderful show, and thanks for giving your contact information. And now I’m happy to share mine, my YouTube channel, which, of course, you you helped me produce Bill Lampton PhD, I have posted educational videos on there since 2007 and in recent years, I’ve gone over 500 videos now, in recent years, many of them have been not just my instruction, but hearing from experts like Mike Stewart on the biz communication show. And then also, I want you to go to my website. And Mike, I don’t know if it’s pretty but I think it works because you did it biz communication guide.com and while you’re there, you’ll see how you can sign up for my podcast, which Mike Stewart helped create and still produces. And then those who want a phone call conversation with me at no obligation, just an introductory call to talk about your services and your communication problems and challenges, I’m certainly eager to do that with you. Mike Stewart, again, much thanks to you, and by the way, that phone number again, 678-316-4300, Mike again, just been a great privilege and a wonderful learning opportunity for all of us. Any closing thoughts from you?
Michael Stewart
My only closing thought is, get up every day grateful and excited to try to make a difference. And you do make a difference. I try my sincerely. I certainly do appreciate all the great people that take care of me. I’m very grateful for and you’re included. So God bless you. Bill Hunton,
Bill Lampton Ph.D.
thank you. Thanks for those who joined us on the video portion and on the podcast, and we invite you to be with us constantly, weekly for the next editions of the biz communication show where you will learn tips and strategies that will boost your business.
Unknown Speaker
You
Transcribed by https://otter.ai
