Christine Schlonski [0:02]
Hey, Gorgeous. This is episode number 223.

Steve Olsher [0:06]
Hi, it’s Steve Olsher, you’re here and you’re listening to the Heart Sells! Podcast with Christine Schlonski. Enjoy.

Christine Schlonski [0:13]
I’m super excited to have Steve Olsher aback on the show today after we talked about confidence is an ongoing battle in the last episode which I found such an amazing and interesting topic, especially Steve sharing it with all the successes he had. I’m super excited that he is back today and that we will talk about choose who you want to be today. Why this is important and why you can make such a big difference when you approach this mindset. Steve is known as the world’s foremost reinvention expert. He is a 30 year plus entrepreneur, the founder and editor in chief of Podcast Magazine, the creator of the new media summit, host of the number one rated podcast, Reinvention Radio and Beyond Eight Figures. He’s also an international keynote speaker and an in-demand media guest. I hope you have again, a lot of fun with Steve. I’m so super excited to have you back on the show, Steve, welcome.

Steve Olsher [1:15]
Thank you for having me again.

Christine Schlonski [1:16]
Yeah, I loved our first episode and you know, I still believe it’s so important for people to understand that we are all humans. And whatever we see in the market or in the neighborhood, we have good days, we have maybe bad days or we get a yes, we get a no, we get excited, we get discouraged sometimes. And that’s just part of life, especially being an entrepreneur, like these ups and downs. So do you have a mantra or a quote, that you love to use for yourself to get maybe more inspiration or motivation for your day?

Steve Olsher [2:00]
Yeah, there’s one on my arm, which I won’t pull up my sleeve all the way but it says, “Let love rule”, which is a homage to Lenny Kravitz and my love for his music, but also just in terms of a gentle reminder of how to try to approach life and personal relationships and business and family, etc. That’s certainly one. Another one that I’ve been leaning on. Just more recently, something that just came to me and I’m sure there are different iterations of this, but for whatever reason, the download that I got on it was, “I am whatever today is”, and that really helps me as someone who historically can look at all the fun things that other people are supposedly doing and all the other things that are going on in the world of, just all of these folks that you see out there doing whatever they’re doing. Just knowing that whatever I choose for today to be is really who I am. I mean, I’m not going to be anybody tomorrow. I’m not going to be, can’t change anything that happened yesterday. So my life is really a reflection of today. It’s a little bit of the power of now and all that fun stuff. But to me, this is deeper for me. It just enables me to more embody and be aware of, really the quality of my day reflects the life that I’ve created. It doesn’t take mansions and helicopters and you know all that fun stuff. If that’s what you deem to be fun to really have a special place here not only of course with yourself but with those who are around you.

Christine Schlonski [4:29]
Yeah, yeah, I love that. Letting love rule like that is a perfect lead into the question. What does heart sales mean for you?

Steve Olsher [4:40]
Yeah, you know, look, I think that we’ve come to a point where there are, there are so many options out there in terms of people who can deliver whether it’s a product or program or service. There’s no shortage of people who are able to fulfill a specific need. Ultimately, when you have people equal in again, you don’t know until you go through it, but on the surface, if it looks like you have equal choices, equal options to accomplish the same goal or same objective then the question becomes, what decision do you make? For me, the whole notion and concept around heart selling is just about making the choice that allows you to connect on the deepest possible level with whomever it is that you’re looking to learn from or buy from. And so, it also works the other way around, which is from a selling standpoint, that when, what you, if you know that what you have can help those who will take advantage of that offering and say yes to that offering. And you come from that place of, “Look, I know in my heart that this is something that will help you to move forward and to help you to stop, end the struggle, limit the frustration, circumvent the brain damage. I know you’re going to incur if you try to do this on your own”, then it’s a much easier ask because not only of course, do you believe in what it is that you’re putting forth, but it’s being put forth for the reasons that are anything other than just simply to generate revenue for you and your business. It’s just a much different approach.

Christine Schlonski [6:54]
Yeah, yeah. It’s a deeper approach and the way how sales have done has definitely changed over the years. When we look back into the 70s, 80s, maybe even 90s. With Glenn Gary’s and the Wolf of Wall Street’s fan. That’s a different approach. I think people feel oftentimes not comfortable enough to just be who they are when they make the offer, they kind of thing they have to appear in a certain way. They have to show up in a certain way so that the other person buys and the authentic piece is just something that I believe when you bring that to the table makes it easier to offer your services and products when you know you can truly support them as you just said, and then also when you show up as a person that you are all your all facets, the weird ones, the good ones and you don’t really care what others think, you’re just you.

Steve Olsher [8:01]
Yeah and ultimately, you don’t, depends on how spiritual you are but you don’t want to attract people that you’re not a good vibrational match with either. I mean that’s going to be sort of that square peg round hole syndrome and that just results in pain. That’s what’s really really hard. As a matter of fact, let me share a quote with you. I just wrote this one down yesterday. So a friend of mine Rich Schefren said, “That which is most personal is most general.” I didn’t really understand it and when he said it, I didn’t really understand what, I didn’t get it, like I didn’t really I couldn’t get my arms aren’t really what that meant until I sat with it for a second and went a little bit deeper into it. I think that when you sell and when you position what it is that you do, and who you are, and the more personal you are in terms of your approach and so far as you know where you are, and where you are and how you got there, and how you can help others do the same and share that through the story through that, share that through that which is most personal. What you find is that there is an extraordinary number of people who really resonate deeply with what it is that you’ve experienced and your story. There are enough people who view that deeply personal story as something that has also impacted them, that you don’t need to change your story to try to fit in more of the masses. Because there are enough people in the masses who will have related to what it is that you’ve experienced. That it will seem as though you’re actually talking to them specifically. That conversation around that which is most personal is most general. And really, really hit home for me. Really interesting quote and I think that goes to the conversation here around heart selling. It’s just really about having that degree of personal connection. Yeah, because a lot of folks can relate to where you are on what you’ve experienced, and, you know, much more so than I think most realized for sure.

Christine Schlonski [10:53]
Yeah. Yeah. I feel that when I talk to people, most of them are afraid that not enough people will come so they are very general and they try to attract as many people as possible. Which, you know, we all know that if you talk to everybody basically talk to nobody. When you do your marketing and your selling, do you make sure that you know this authentic Steve like was everything you can bring to the table to share so people connect in an easier way?

Steve Olsher [11:32]
Yeah, I’m trying. I’m definitely trying. It’s, you know, it’s work to work in progress. And every day, I think I get a little bit better at it. Trying to be less of what I think people want or need me to be, and just be who I am. That’s, that’s tricky. You know, that’s hard to do. Because I think most and you know, in Episode One, when we talked about confidence, you know, and just when I’m selling, you know, have I always been confident about putting the things forth, right? It all goes back to that same discussion, really, because I think most of us feel a lack of confidence around us just simply being enough. And, and, and just being able to attract the right people simply by being who we are and not having to put on whatever those airs are that show or that personality or the traits or the presentation, you know, is that we think others want to see. So, yeah, it’s um, it’s an interesting dynamic for sure.

Christine Schlonski [12:54]
Yeah. And it does take courage right to just be you but it also makes life so much easier if you can stop to show up in a certain way. I remember when I started selling high tickets over the phone. And I shared that with people. But I did not love it. I did not have any fun with the clients. I just did my pitch. And I you know, I asked for a lot of money and I thought it was so serious that I was not allowed to have fun. But when I actually had fun, and I started to practice to ease up in the conversations and talk to a human, the results were so much better. Because people want to relate to another person.

Steve Olsher [13:38]
Yeah, yeah. Yeah, for sure. And, and that’s where it almost is selling. We’re just talking about selling in general, it’s almost more a matter of, we talked about this before in terms of what no really means. So how do you move past and so on? It’s interesting because when you come right down to it effective selling does more repelling than it does attract. That’s an important distinction.

Christine Schlonski [14:17]
Yeah, that’s interesting. I totally agree. And so when you have the scarcity mindset that you think you repel too many people and not enough, kind of are left for your offers, then you probably go in the wrong direction that’s not really supporting your authenticity and just showing up as who you are. But when you can let go of the idea that there is not enough and you can just be who you are and put yourself out there the right people will immediately probably be magnetized to your message.

Steve Olsher [14:58]
Yeah, and it doesn’t mean that they can always afford, whatever it is that you’re putting forth, but at the same token, they’ll find a way when it’s time. I mean, I’ve had people who have been in my world dancing around for 8 years, 10 years and, and only now have been able to come into, one of our higher-end programs as an example.

Christine Schlonski [15:24]
Yeah. So is there any book that you could recommend that has really influenced your life in a big way? And I know you’ve met so many books and talk to so many entrepreneurs yourself. Is that something that really stood out that you can share?

Steve Olsher [15:46]
You know, I mean, like, like most folks who were in this Gen X arena, like I am. Early business books like guerilla marketing, of course, you know, had a tremendous impact from Jay Conrad Levinson. You know, even books like, you know, some of Tony Robbins earlier works on unleashing the power within, I believe was one of the first books that I read from Tony even thumbing through, like Dianetics, and just, you know, just crazy thinking and thinking Grow Rich, of course, Rich Dad, Poor Dad, and, you know, the Seven Habits of Highly Effective People, right? I mean, you just start running through all the books that were so popular back in the 80s and 90s. Those were some formative years from a business perspective for sure. But yeah, it’s hard to be just the kind of the standards if you will, you know, whether it’s how to win friends and influence people or thinking Grow Rich, etc, you know, just having read them all. It’s hard to put today’s books up against those and go, yeah, today’s books are much better. I mean, it’s a lot of what’s old is new again, a lot of what’s new is old, right? So yeah, I can’t move away from a lot of those tried and true classics.

Christine Schlonski [17:28]
Yeah. And if you had just to pick one book, which one would it be?

Steve Olsher [17:34]
I think guerilla marketing if you’re in business and you haven’t read guerilla marketing, and it really goes to show you that there are a million different ways to put your business on the radar of your most ideal prospects that don’t cost you an arm and a leg and much of what Jay taught is very much applicable today, believe it or not almost 30 years later.

Christine Schlonski [18:03]
Ah, cool. So, I mean, you are a super successful podcaster and you are on a podcast. So how do you think podcasting has influenced your business? And do you think people should be going into podcasting? Or is this like something that they are already too many podcasts that will not be discovered whatsoever?

Steve Olsher [18:30]
Yeah, I mean, look, discoverability is really hard. I’m not gonna lie. The numbers are pretty staggering. There are about 5000 new podcasts being launched every single week right now. So, you know, the numbers are pretty incredible. And that being said, there’s still a small fraction of the number of websites and blogs and so on. I mean, you got billions of websites and blogs and you’ve got, will cross a million podcasts here, probably by around June. Some are right in there. It’s hard to tell folks not to do it. You know, certainly, what we teach what we preach is to get into the game sooner rather than later. I mean, I’ve been hosting the new media summit live event for almost three years now. And I think when we first started, there were about 450,000 podcasts. And so, you know, even since I’ve started that event, and saying, you know, Hey, you got to get in this game. It’s doubled in terms of the number of shows and it’ll double again in the next 18 months for sure. So it’s, it’s something that you have to do today. I mean, it’s, you have to meet people where they are And the fact of the matter is that audio is a medium that will continue to, to expand and as autonomous cars hit the road where you’re not having to deal with driving and you’re just getting the car to take you from point A to point B, you’ll be listening to podcasts. You know, certainly, in the cars that you will own that you do drive with Apple CarPlay and Google CarPlay coming on to the dashboard, it’s easier to access podcasts on that dashboard than it is am FM radio. Yeah, I mean, it’s there’s so many reasons to get into the game and not the least of which is the more niche that you get, the easier it will be for you to attract your most ideal clients. And you know, even if there’s only a small handful of downloads per episode, and let’s say you get 50 downloads per episode, and that’s still 50 people who are raising their hand to say I want to Hear what it is that you’re saying. So the again, the more niche-specific you are, the more likely it is to be able to convert those listeners into prospects and then to have conversations with those prospects and then to be able to, you know, convert those conversations and prospects into customers. It, it works for me, it works for my clients, it works for my peers. It’ll work. It’ll work for you too, for sure.

Christine Schlonski [21:31]
Yeah. And so, how long should people kind of plan to do a podcast because I’ve seen people are getting so excited. They start a podcast and then a couple of months in, they kind of throw the towel because it’s so much more work than they thought they had to put in.

Steve Olsher [21:51]
Yeah, I mean, if you can’t,

if you can commit to putting out at least one episode a week Don’t do it and it doesn’t have to be a crazy crazy long episode I mean you can you know you can do it from your car or enemy you can record it from your car and and and get that episode uploaded and there’s no podcast should be as long as a podcast needs to be and as long as you’re adding value as long as your clients, your your, your listeners find value in your message. Just keep delivering content for them. And it’s just one of those easy to create content type platforms where you don’t need your hair. You don’t need your makeup you don’t need you to know, any big to-do you literally just sit down and hit record and you don’t even need a lot of production. You know, I mean, you really I think a lot of people get caught up and hearing some of these True Crime podcasts, you know, on these heavily produced shows and, you know, you gotta understand those people have million dollar plus budgets, right? I mean, there are people who are heavily invested in those shows. If you’re, you know, one of my favorite clients to talk about is Lucy do Moscow’s a show called the profitable photographer, and Lucy helps photographers make more money with their practice. That’s it. So she talks about how to do it. That’s it. GBM. She does great. She does great. love sharing that story, because it’s super simple, simple, super, super easy.

Christine Schlonski [23:42]
Yeah. And people can also find, like simpler stories, not just the big names in your brand new podcast magazine. just launched in January, which is super, super exciting. And they can just go to podcast magazine, calm That’s something very simple, right? And get amazing content and get inspired and motivated, right? Check out the scene, kind of figure like, what’s working, what kind of podcasts are there, and then really find your niche. And don’t worry, don’t worry too much about the big names and shows and the millions of downloads. Exactly. There are different business models where you can be super successful with your podcast when you attract the right people.

Steve Olsher [24:30]
Yeah, exactly. Yeah, keep it super simple.

Christine Schlonski [24:34]
Yeah, any parting advice that you would love to share at the end of this episode?

Steve Olsher [24:39]
Um, yeah, man, I would just simply say that you know, if you’re, if you’re one who has a mission and a message to share, and just knows that there are people out there who are literally praying for you to show up in their lives, you know, I mean, they’re there. They’re needing you your message, your Whatever your unique talents and gifts and abilities are, I mean, they’re there, they’re literally waiting for you to show up in their lives. And so, you know, every day that that goes by that you don’t do whatever you can do to reach them. And, you know, I mean, you’re not only doing a huge disservice to them but really to yourself as well. Because when you have something that wants to come out, if you don’t let that out, it’s going to come out in other ways that typically aren’t so pretty. You might as well just stop stuffing that down and just let it out. And one of my favorite quotes from Dr. Seuss, he said, Those who you’ll be who you are and say what you feel because those who matter don’t mind and those who mind don’t matter. Yeah, just something to think about.

Christine Schlonski [25:57]
Yeah. Wonderful. Well, thank you so much for the wisdom you share today and for being on Heart Sells! Podcast.

Steve Olsher [26:05]
You’re welcome. Thanks for having me on.

Christine Schlonski [26:07]
Well, I’m still blown away with all Steve has shared and I really, really enjoy being inspired. I hope you are inspired as well. I hope you are going for your dreams. And I really hope you find a way to choose what you want today, because today, in the now is where you will make all the difference for your life, for your business, for your clients. So I hope you had a lot of fun. Hop on over to https://christineschlonski.com/. Find the podcast tab for the show notes of this episode and all the other episodes on Heart Sells! Podcast. I’m going to share all the resources, the transcripts, as well as the links to Steve in the show notes. So everything for you is just one click away. And once you’re over at https://christineschlonski.com/ make sure you sign for the empowerment notes, you get empowerment right into your inbox. amazing content I usually do not share on social media. And once in a while, I will make you an invitation to either join an amazing training or webinar, or a guest speaker that I share on social media or on my YouTube channel, or I just have something special for you. So make sure you sign up for the empowerment node. It’s going to be a lot of fun. And I’m quite sure you will have a really good time joining my amazing tribe of thousands of heart sellers. Thank you so much. Have a wonderful day wherever you are in this beautiful world. And I’m saying bye for now.