Mitch Carson, a seasoned media expert, about the vital role of media exposure in leadership. Carson, who cut his teeth on the Home Shopping Network, shares his journey from a nervous beginner to a confident pitchman, emphasizing the importance of practice and preparation. He discusses the fear many leaders face when stepping into the spotlight, particularly on live television, and offers practical advice on overcoming it. Carson highlights the power of media in amplifying a leader’s message and stresses the necessity of consistency in public relations efforts. He encourages leaders to embrace media opportunities, starting small with podcasts and radio before tackling live TV. Carson’s insights are a powerful reminder that media mastery is not just for celebrities—it’s a critical tool for any leader looking to make a lasting impact.

Want to learn more about Mitch Carson's work? Check out his website at https://www.mitchcarson.com.

Connect with Mitch Carson on LinkedIn at https://www.linkedin.com/in/mitchcarsoninstantcelebrity.

Key Points

• 00:02:08 – Mitch Carson discusses his start in TV as a pitchman on Home Shopping Network, dubbing it "the Super Bowl of selling."
• 00:07:15 – The discussion on overcoming fear in public speaking, with Carson’s advice on starting small and building confidence.
• 00:11:22 – The importance of refining your message through practice, especially on platforms like podcasts and radio before moving to live TV.
• 00:24:28 – Carson stresses the value of the business owner’s voice in marketing, even if imperfect, as it adds authenticity.
• 00:26:19 – Final advice on starting with recorded media before progressing to live television to build confidence and effectiveness.

Transcript

00;00;00;00 - 00;00;30;20
Craig Andrews
I was in a coma for six weeks while the doctors told my wife I was going to die. When I woke up, she told me the most fantastic story. My team kept running the business without me. Freelancers reached out to my team and said, we will do whatever it takes. As long as Craig's in the hospital. I consider that the greatest accomplishment of my career.

00;00;30;23 - 00;00;51;10
Craig Andrews
My name is Craig Andrews and this is the Leaders and Legacies podcast where we talk to leaders creating an impact beyond themselves. At the end of today's interview, I'll tell you how you can be the next leader featured on the show.

00;00;51;10 - 00;01;13;24
Craig Andrews
Today, I want to welcome Mitch Carson. Mitch comes from fabulous Las Vegas. And he has his own TV show there on NBC three. He's also had shows on CNN. And what Mitch does for folks is he gets some interviewed on TV. That's his gig. And he's comes from a long history of doing that.

00;01;13;24 - 00;01;14;19
Craig Andrews
He works with,

00;01;14;19 - 00;01;17;09
Craig Andrews
speakers and authors in particular.

00;01;17;11 - 00;01;34;20
Craig Andrews
And the reason I invited him on Leaders and legacies is I there are very few businesses. Unless you're a rare, rare individual, you probably don't have enough PR, you probably don't have enough exposure. And this is the thing that Mitch helps with that. And so,

00;01;34;20 - 00;01;41;24
Craig Andrews
listen up because whatever PR you have, it's not enough. Guarantee it. And

00;01;41;24 - 00;01;44;04
Craig Andrews
so Mitch is going to walk us down that path.

00;01;44;04 - 00;01;46;21
Craig Andrews
Mitch, welcome to Lives and Legacies.

00;01;46;23 - 00;01;57;17
Mitch Carson
Thanks for having me, Craig. Delighted to be here. Truly, because I know you gave a great interview to a lot of other people, and I wanted to be part of your network. Thank you.

00;01;57;20 - 00;01;58;17
Craig Andrews
Well, thank you. It's,

00;01;58;17 - 00;02;01;03
Craig Andrews
No, I I've really been looking forward to it. It's,

00;02;01;03 - 00;02;08;03
Craig Andrews
And the, So how did you get into TV? What's and what's the. Well.

00;02;08;06 - 00;02;33;27
Mitch Carson
Yeah, the story is I was a pitchman on a channel called Home Shopping Network in the 90s, so I did that for about three years, where I pitched products on live television with an audience of about 5 million people. I refer to that as the Super Bowl of selling, because if you don't sell well, you're fired. Long before The Apprentice came along with Donald Trump, way before he became president Trump, he was just known as The Donald.

00;02;34;00 - 00;03;05;03
Mitch Carson
And back then I was realizing how effective I was selling something immediately, you know, within the second how many because you get a role on the television channel and I'm getting in my ear, you better sell or you're fired. Not exactly. But you get the point. When I'm done with the segment. And television is a one to many platform, something I learned early on as a professional speaker of almost 40 years.

00;03;05;03 - 00;03;49;10
Mitch Carson
Now, I left the 1 to 1 selling because that's hard work. And when I saw other people selling from the stage and selling one to many, I said, I want to be able to do that. And in the beginning, I sucked. And then I became slowly better. So I look at speaking to one is a good practice portion, and selling on TV was the ultimate where your side was selling 1 to 5 million ladies largely, let's just say women and I don't mean to be sexist, but let's just say most of my demographic were women who were stay at home moms or housewives, which is great.

00;03;49;10 - 00;04;05;00
Mitch Carson
They were the audience. They were there during the middle of the day, and they were the ones that were buying the products because they managed. They were the home supervisors, if you will. And that's where consumer products were sold. And I just found the power of television, of exposure.

00;04;05;03 - 00;04;10;01
Craig Andrews
I think that's where microbes got to start. The Dirty Jobs guy and I was selling one,

00;04;10;01 - 00;04;11;02
Craig Andrews
Home Shopping network.

00;04;11;09 - 00;04;17;19
Mitch Carson
I wasn't familiar with him. I'm going back. I, I did that between 1996 98.

00;04;17;22 - 00;04;18;26
Craig Andrews
Yeah. Yeah.

00;04;18;28 - 00;04;23;27
Mitch Carson
I hung up my spurs after that. Not being a Texan.

00;04;23;29 - 00;04;34;15
Craig Andrews
You know, my I think my only television appearance, was, you know, I was probably 4 or 5 years old, and my mom was on,

00;04;34;15 - 00;04;51;11
Craig Andrews
some community television show in my backwater town, when the Eastern Shore of Maryland and I walked up to her and I whispered in my mind that was whispering in her ear, it turns out I was speaking straight into her lavalier mike.

00;04;51;13 - 00;04;53;15
Craig Andrews
I said, I need to pee.

00;04;53;17 - 00;04;55;01
Mitch Carson
And oh boy.

00;04;55;03 - 00;04;57;02
Craig Andrews
They haven't let me back on TV since.

00;04;57;02 - 00;05;02;23
Mitch Carson
Oh my gosh, well, you just took the piss out of me. That's funny.

00;05;02;25 - 00;05;08;13
Craig Andrews
Well, and there's got to be a story out there. I mean, in,

00;05;08;13 - 00;05;17;10
Craig Andrews
in all your time on TV there, there has to be some just bizarre, outrageous story that's just too hard to believe. That's true. But it happened.

00;05;17;12 - 00;05;19;21
Mitch Carson
Oh, there are a few. And,

00;05;19;21 - 00;05;41;01
Mitch Carson
I'll just share. The very first time I'll expose my words here. I've gotten to where I think I'm pretty good at what I do because I enjoy it, passionate about it, and I've learned from my mistakes. A lot of mistakes. I failed a lot in the beginning. The very first time I sold on Home Shopping Network, I went into the bathroom and threw up.

00;05;41;04 - 00;06;08;12
Mitch Carson
Now my outward appearance is this well spoken, confident guy in shape. But inside I was this little boy that got sick to his stomach. I just swallowed a frog and needed to get it out. And I went in the bathroom and I was. And it was all bottled up nerves because I had this belief. 5 million people. I kept playing on the number as opposed to the camera.

00;06;08;15 - 00;06;30;23
Mitch Carson
It took a while for me to overcome that second time I went on the air because you do four airings in a row when they test you, and I did another area in the middle of the night, so I did the second earring. Same thing, dry heaving, sick. Third time I nailed it. So I had to go through this pain in order to reach a level of satisfaction and pleasure.

00;06;30;25 - 00;06;51;11
Mitch Carson
You know, they're they're polar opposites, pain or pleasure. So we're motivated by that. So I went through enough pain to where I was willing to go through it in order to realize some pleasure, which means I made money. I became profitable, and I got invited back to do more and more segments. So it was a painful process to get through that.

00;06;51;17 - 00;07;15;04
Mitch Carson
I mean, much like getting off training wheels on a bicycle, you fall down a few times, maybe chin, and I've got the scar to prove it from when I, I fell is a five year old and you just go through these stories. I mean, you go through these events in life and you either endure you don't, you get punched in the nose, do you get up or do you run off into a corner?

00;07;15;06 - 00;07;30;13
Craig Andrews
And when I'm thinking about the people that are listening, you know, there are those that never, you know, mad TV camera they didn't love and they probably already tuned out, you know, because they're like, got this covered. But there's a lot of people out there,

00;07;30;13 - 00;07;33;01
Craig Andrews
some that think, you know, I'm

00;07;33;01 - 00;07;35;23
Craig Andrews
that they're like just scared, you know, there's.

00;07;35;25 - 00;07;46;02
Craig Andrews
Oh, I don't want to. That's a terrifying environment. I don't want to do it. And there are other people that are just like, oh, I'm just not the best representative for my brand. Somebody else should get in front of,

00;07;46;02 - 00;07;51;09
Craig Andrews
TV. Worse. So let's let's take those. Let's let's start with,

00;07;51;09 - 00;07;59;13
Craig Andrews
we're talking about being terrified. Let's start there for I actually let me back up a bit and just kind of hammer home.

00;07;59;13 - 00;08;22;28
Craig Andrews
You said earlier, if you want to sell a lot, being on stage, being in front of a camera, selling them many at once is way to drive volume. Where do you see the supplying? You know, who or who would you advise that that not TV is not your thing? Is there such a thing?

00;08;23;00 - 00;08;44;01
Mitch Carson
All right, there are a couple different mediums. Let's talk about the medium we're using now. Podcasts. We're going through this. This is one to many presenting whether they choose to buy based on the message we're offering today or communicating is up to the individual. But if we went through this 1 to 1, oh my gosh, is that tiring?

00;08;44;01 - 00;09;09;10
Mitch Carson
I mean, I don't know how many downloads and listens you're going to have on this. It's irrelevant. But to support the point, even I had a year long show on CBS radio in LA, and it was I had about 40 to 50,000 listeners every Saturday. It's one of many selling. Are they tuning in exactly to my show? Are they listening to every minute of the 37 minutes?

00;09;09;10 - 00;09;30;04
Mitch Carson
Because the rest of the hours, it's filled with national advertising people with CBS radio? No, but at the right moment. That's why you repeat the call to action multiple times. You say, call this number, do this, do this, and you throw a lot of BS out, out of your gun and the buck shot. Some of them are going to stick.

00;09;30;06 - 00;09;49;21
Mitch Carson
It's always better to be precise. You hear about, oh, you got to find the right message to the right market. All true. But if you're in the right market, it's a matter of this is what I've learned over my years in marketing and selling. Sometimes you can be the greatest salesperson, but people will buy when they want to buy.

00;09;49;23 - 00;10;11;25
Mitch Carson
And and it's also an issue of timing. They may not be ready to buy, but if you've done a great job and not pushed them and have left a positive impression with these people, they be, there might be on unknown issues that they're not willing to disclose to you. Nobody. Oh, you didn't give enough value in your presentation.

00;10;12;01 - 00;10;33;11
Mitch Carson
You obviously didn't overcome their objections properly. Sometimes you just don't know their objections. So when you splatter a lot of paint, it's going to stick and drip. You just don't know where it's all going to come to a head. I mean, you can over analyze this until you're until the cows come home. But the truth is, you have to be consistent.

00;10;33;13 - 00;10;43;29
Mitch Carson
You have to be consistent and keep communicating your value, giving away maybe some limited free information. You know, when you talk about PR,

00;10;43;29 - 00;10;48;27
Mitch Carson
pardon the segue, but people ask me how how often should I use PR?

00;10;48;27 - 00;10;58;16
Mitch Carson
Forever, right? Yeah, forever. You don't ever stop. If you do something that works, why would you stop? Why why change your winning line up?

00;10;58;16 - 00;11;17;29
Mitch Carson
If it's working, you know that it works. I mean, when you got the sports metaphors. Oh, yeah. We won this. We won that. Won the World Series. Let's try this rookie pitcher next time in the World Series. He's unproven, but let's just try it. Or let's just not play at all. We've already won. What? What?

00;11;18;01 - 00;11;22;05
Craig Andrews
Well, one of the things I've found, and you actually mentioned this earlier, you were talking about being

00;11;22;05 - 00;11;30;21
Craig Andrews
when you were on the Home Shopping Network. You had the you had the voice in the ear saying, you you better start moving the needle. You're right. I feedback.

00;11;30;23 - 00;11;31;08
Mitch Carson
Immediate.

00;11;31;09 - 00;11;53;21
Craig Andrews
My feedback on what's landing. And I found for me when I started guesting on podcast, I guested on bunch of by Gas before I ever launch my own right? And what I found was the way I delivered the message started evolving because when I was interacting with somebody, I would say something and I would see how it would land, and then the next time I'd say it a little bit differently and I'd see that would land differently.

00;11;53;21 - 00;11;57;21
Craig Andrews
And it gave me a chance to refine my message.

00;11;57;23 - 00;11;59;11
Mitch Carson
Totally agree.

00;11;59;13 - 00;12;13;28
Craig Andrews
And so even if even if you don't care about the mass audience, the benefit of getting out and talking about your whatever it is you sell, you do it better by with more practice where you get live feedback.

00;12;14;00 - 00;12;44;18
Mitch Carson
Hundred percent and practice fail a lot. Because when you get to the level of excellence, every excellent person I know, whatever the craft or business or sector has failed a lot. They're willing to expose themselves and learn. Just like you're saying, your messages improve over time. You guested before you hosted. I don't know if you still guest or not, but you learn to craft and hone your message more precisely and more on target.

00;12;44;20 - 00;12;49;08
Mitch Carson
You go from buckshot to a laser focused single shot in many cases.

00;12;49;11 - 00;13;09;25
Craig Andrews
Now, and I still gasp I'm not guesting enough. And okay. And so that's something that's something I need to do. That's an action for me from this podcast. Greg, go get booked on some more podcast because that's important. So what about the people who are just terrified? Let's address them because there are some people that are like,

00;13;09;25 - 00;13;17;18
Craig Andrews
and there's some stat and I hate to sound cliche, but isn't there some stat that people fear speaking in public more than they fear going to the dentist or something like that?

00;13;17;18 - 00;13;41;22
Mitch Carson
They they fear more than burning in a fire or drowning. Wow. Yes. And that is. Yeah, they call a glacier phobia, which the fear of speaking in front of a crowd. It's the embarrassment. And when I spoke in front of a crowd, I remember as a little boy I was quite introverted, shy, scared. And it was embarrassing to me because people were laughing and I thought they were laughing about me.

00;13;41;22 - 00;13;59;14
Mitch Carson
And it could have been laughing about something up. Who knows? But it is a real fear. I no longer carry that fear, and a lot of my programs I have taught over the years, workshops have been on public speaking, how to connect and profit from a room of people. I learned that skill over time after failing a lot.

00;13;59;17 - 00;14;22;03
Mitch Carson
It is the number one fear. So how does somebody overcome it in order to reach the highest level, which is live television, live television is the ultimate. That's the Harvard of broadcasting in New York City, let's just call it. New York is the ultimate market. It's the biggest market in the world for media, and it's the most sought after.

00;14;22;06 - 00;14;49;12
Mitch Carson
How do you get there? Different levels. I remember when I had my radio show, this lady came in who was a knockout. She was my friend's wife. She was a five foot ten blond, former Ford Model, absolute knockout. When she walked into the studio, people just all confident and gorgeous sat down at the microphone. There were four mikes in the studio.

00;14;49;12 - 00;15;11;00
Mitch Carson
Engineering was on the other side of the glass, and my call caller, the person who had managed the incoming calls from for the show, was in another room. She sat down and I had two other seats there. She came in. She was our guest. It was a mortgage show, and we were talking about real estate and high end neighborhoods.

00;15;11;00 - 00;15;41;07
Mitch Carson
She walks in, sits down, and I said, blank, are you ready? I wanted to say her name. I said, are you ready? Because we had talked about it over the phone before she came into the studio. She looked at the light that said on air and it was blinking, meaning it was about to go live when it went live, she saw that, and I saw this statuesque, gorgeous woman, confident, turned into a six year old child who wanted to get under her mother's dress, fighter under the skirt.

00;15;41;10 - 00;16;09;24
Mitch Carson
She just wilted for her. You remember the Wicked Witch of the West in Wizard of Oz? I'm melting, I'm melting. That's what happened to this woman, Craig. She just melted and imploded, and I. She started shaking uncontrollably and crying. I had to mute her mic and take over the interview. She wasn't prepared. So that is that is one step where you just don't know.

00;16;09;24 - 00;16;12;06
Mitch Carson
You got to prepare people for media.

00;16;12;09 - 00;16;17;03
Craig Andrews
So how do you overcome that fear? I mean, because start small. Start small.

00;16;17;05 - 00;16;20;07
Mitch Carson
Start small. For example,

00;16;20;07 - 00;16;40;25
Mitch Carson
and this is what I walk people through. There are a couple ways to do it, you know, like in my speaking training. And I also for people that are fearful when they get on, nobody fails on my watch when they get on live TV because my reputation's at stake. Yeah, I would be blackballed from studios if someone did that inside a live television show.

00;16;40;27 - 00;17;09;25
Mitch Carson
All of them go through media training before I release them to the media. And the way that you step with this is first start out. If they have no experience, is on a recorded show. One of those the CW records before they air, before it goes live. So you can screw up. And if you're able to do and perform well there, then you can go on live TV, which is A, B, C and C, and, and, and

00;17;09;25 - 00;17;13;20
Mitch Carson
CBS, which are the live and Fox here in Las Vegas.

00;17;13;21 - 00;17;40;18
Mitch Carson
Those are the three of the five networks that are live. The CW and and NBC are recorded and then broadcast maybe the next day or a few hours later. Depends on the slotting. But I think if someone has no experience and we go through this before someone is able to air live, I got a testament. They got to be vetted because I go back to when I was on live TV with 5 million viewers.

00;17;40;20 - 00;17;49;15
Mitch Carson
This is 40,000, right? A lot different. And you're in studio and they're multimillion dollar cameras, you know, that are around. I mean,

00;17;49;15 - 00;18;07;22
Mitch Carson
some of the studios have 6 or 7 cameras. When I shot a live TV show in Manila last year, it was a live audience. We had 60 people in the audience, and I had former Miss Universe interviewing me inside the studio, so I, I couldn't I wasn't going to screw up.

00;18;07;22 - 00;18;17;19
Mitch Carson
I'm very experienced at this point, but had I been dropped into that environment years ago and I had this absolute true ten sitting across from me interviewing me,

00;18;17;19 - 00;18;26;13
Mitch Carson
and a live audience, there's no room for error. And in order to get there, it took a lot of practice.

00;18;26;16 - 00;18;56;25
Craig Andrews
You know, one of the things I see in these interviews that we do is I'll have the most amazing conversation with somebody in the green room. And then as soon as we hit record, it's like a new person showed up, right? And they're just sitting there, they're reading scripts, you know, they've got their scripts that they're just delivering and, you know, and it's tough because, you know, we're recording and I just want to go back and say, be the person you were in the green room.

00;18;56;27 - 00;18;58;25
Mitch Carson
I know, I hope I'm consistent.

00;18;59;01 - 00;19;15;12
Craig Andrews
No, you totally are. You totally are. But how? I guess one of the reasons I'm bringing that up is I think people come in, they're like, well, I need to show up, and I need to deliver precisely the right lines. I need to be perfect.

00;19;15;14 - 00;19;38;08
Mitch Carson
Now you practice and then you go with the flow, because if you sound rehearsed, you will sound rehearsed. If you rehearse to a degree and then you allow the free flow, like we had questions before we were doing this interview, I said, I think this is an organic interview, and it sounds much more natural. You and I are were two smart guys just having a conversation.

00;19;38;10 - 00;19;59;18
Mitch Carson
Yeah. And going through this, you may have some templates to work from. A little bit of background we all do is hosts. I host my show and I have questions that I ask for from my guests. It's to make them feel comfortable. I know how to carry a conversation as you do. You're doing exactly what a professional does.

00;19;59;20 - 00;20;25;13
Mitch Carson
You have to have some baseline. So it's questions are there not to be read one after the other. So question numbers, you sound like a robot. Are you ChatGPT or are you a human? Craig Andrews I hope to God you're not ChatGPT. All right. It's useful, but it's just a tool. I'm sure you've been interviewed by robots. So have I, and I want to unplug them.

00;20;25;15 - 00;20;48;12
Craig Andrews
I had yeah, I had I've had a couple interviews. I think the most bizarre one was he did exactly what you're talking about. Okay. The first question is how do you answer this and answer the question? All right. The next question. Oh gosh. We do that for 15 minutes. And then all of a sudden he just close a zoom.

00;20;48;14 - 00;20;59;10
Craig Andrews
I'm like, oh my goodness. His computer just crashed. And so I emailed them and said, hey, did your computer crashes? Is everything okay? It's like, no, the interview was over and oh my gosh.

00;20;59;12 - 00;21;04;05
Mitch Carson
It was. I had that too. I had that one like that. Also.

00;21;04;07 - 00;21;18;06
Craig Andrews
And you know, it's I just, you know, my neighbor, I didn't mention this to you, but, you know, I live on one side of Michael Dell, the computer guy I live on. Oh, I have his ranch, Joe Rogan lives on the other side of the ranch.

00;21;18;08 - 00;21;20;29
Mitch Carson
Oh, I didn't know that he's in Texas. I thought he was in LA.

00;21;21;06 - 00;21;25;16
Craig Andrews
No. No, he moved a he moved out here in 2020, kind of at the beginning of Covid.

00;21;25;18 - 00;21;26;07
Mitch Carson
Okay.

00;21;26;10 - 00;21;26;26
Craig Andrews
And,

00;21;26;26 - 00;21;36;23
Craig Andrews
and so it's like 13 minutes from my house, you know, in 14 minutes, his security could be pulled me off the gate. You know, as I'm trying to write and get an interview with them. Sure, sure.

00;21;36;23 - 00;21;51;21
Craig Andrews
But you look at his style and it's just a conversation. One of the reasons he does three hours, and he said, this is it takes that long for him to get people to relax and really start getting into the to the media things.

00;21;51;24 - 00;21;54;18
Craig Andrews
And that's been his formula for success.

00;21;54;18 - 00;21;57;10
Craig Andrews
And I don't know if I know I, I,

00;21;57;10 - 00;22;07;21
Craig Andrews
I don't know if I know the answer for success, but I know that coming on and reading scripts or reciting scripts does not connect with people.

00;22;07;24 - 00;22;15;04
Mitch Carson
No, no, he's he's raw. That's why he's the number one podcaster in the world. And he's a likable guy. He's,

00;22;15;04 - 00;22;27;27
Mitch Carson
he's unassuming. He's, you know, he looks like a fireplug. I met him in person once at the Comedy Store in Los Angeles. He he had a set. He came in. He was great as a comedian. And he got off to that, and he walked by me and said, hey, what's up?

00;22;27;27 - 00;22;38;26
Mitch Carson
You know, and I, I don't know why he singled me out, maybe just saw him or were connected, but he was a very stout guy and he is a true martial artist as well.

00;22;38;28 - 00;22;52;04
Craig Andrews
Yeah. Yeah, he's he's an interesting fellow. Yeah. Let's talk about another group of people. I want to make sure we get this in before we run out of time. And, you know, for those are listening, we have a common,

00;22;52;04 - 00;22;55;25
Craig Andrews
you know, commonality that we both sat under Roy Williams, who's a,

00;22;55;25 - 00;23;11;00
Craig Andrews
you know, marketing genius. Yes. And one thing that I've seen in all of Roy's ads, Roy does mostly radio ads, but every single ad I can think of, the owner of the business is voicing the ad.

00;23;11;03 - 00;23;28;25
Craig Andrews
And I think there are a lot of people, some of the objections are thrown out is like, hey, no, I'm not the best spokesman, spokesman for my brand. I'm not the, you know, somebody else should be. Maybe we should hire an actor, just not me. What would you say to those people.

00;23;28;28 - 00;23;56;27
Mitch Carson
The ones that want to deflect it if they are truly incapable? An actor has its place. Like a spokesperson for Robert Wagner used to be a spokesperson for a lot of products for infomercials, and it's that celebrity endorsement to elevate it. If it's a small business, which Roy worked with, a lot of those only worked with national brands as well, advising them from my understanding, you may know better than me, Craig.

00;23;56;27 - 00;24;28;25
Mitch Carson
I don't know, but I know Roy was brilliant at writing these ads and jingles and creating all that, so it locks in the memory. To have the owner, of course, is powerful because that's the implied endorsement. And if they're imperfect on camera or imperfect on the mic because it's radio, I think that's okay. That humanizes the person to connect with the listeners, because listening is the highest retention over video.

00;24;28;28 - 00;24;41;28
Mitch Carson
Video is great. People watch, but they switch away. People listen and lean in. And I think it is valuable to have the proprietor or founder of the business as the voice of the business.

00;24;42;01 - 00;24;43;00
Craig Andrews
Yeah.

00;24;43;02 - 00;24;52;01
Mitch Carson
So I would I would say unless they have an annoying squeaky voice that sounds like nails on a chalkboard,

00;24;52;01 - 00;25;00;18
Mitch Carson
you know that that would be the exception. And I'm sure Roy would be forthright and advise them. You may want to have a spokesperson.

00;25;00;21 - 00;25;04;23
Craig Andrews
You know, he's actually used that. He's used that strategically.

00;25;04;23 - 00;25;07;09
Craig Andrews
He, he had. And then,

00;25;07;09 - 00;25;15;16
Craig Andrews
he had a client, Spence diamonds. And if you stayed at the academy, you may have walked by Spence man or stayed at Spence Manor.

00;25;15;18 - 00;25;17;20
Mitch Carson
He worked with a couple jewelers I know.

00;25;17;28 - 00;25;39;29
Craig Andrews
Yeah. And one of the things he told Sean, he said, Sean, you have a now I'm getting the Roy version. I'm sure it came across a little bit differently when he presented it to Sean and he said, Sean, you have a, you know, a whiny little voice and it intimidates no one. A jewelry store is one of the most intimidating places in the world.

00;25;40;01 - 00;25;56;15
Craig Andrews
Yes, I went in to buy a diamond ring. He said, we're going to use your squeaky little voice to remove the fear factor from your future customers. And so he featured them in the ads and every ad was Sean Jones ended with this weird little screen,

00;25;56;15 - 00;26;04;28
Craig Andrews
and the internet light up. I mean, there were people that devoted entire blog articles to how bad those ads were as Sean started raking in more and more money.

00;26;05;00 - 00;26;05;18
Craig Andrews
Oh, that's.

00;26;05;18 - 00;26;15;03
Mitch Carson
Wonderful, wonderful story. So. Right. Yeah. Roy's brilliant. I mean, we we agree on that. The guy in his niche, there's no better.

00;26;15;05 - 00;26;16;26
Craig Andrews
Yeah, I just,

00;26;16;26 - 00;26;19;21
Craig Andrews
but I think so. Let's let's end here.

00;26;19;21 - 00;26;41;29
Craig Andrews
For people that are looking to get PR and they're just looking at this massive up uphill view of, okay, Mitch is telling me I need to be on TV. I have no experience. That seems intimidating. I don't know what are the next steps they should start taking.

00;26;41;29 - 00;26;44;10
Craig Andrews
How do they get from here to there?

00;26;44;12 - 00;27;05;14
Mitch Carson
If they've never been on a podcast, never been on the radio, it may make sense to start with radio. It may make I mean, I also provide radio. Live radio here in Vegas. Oftentimes that's worked into the whole package where I cover it all in two days, four networks, a radio show, but it's all done by practice beforehand.

00;27;05;14 - 00;27;38;04
Mitch Carson
Nobody goes without preparation, nobody goes live without being vetted. And podcasting the medium word working on in most cases recorded. And then you can edit later. It's a great way to start your PR experience, cut your teeth on podcasting. Cut your teeth on recorded delivery before you go live, your confidence will build up. You'll clarify and narrow down your message.

00;27;38;06 - 00;28;03;07
Mitch Carson
You'll be more effective because television is two and a half to four minutes. The segments. You better be on point. You speak in sound boy sound bites. You get rid of any of these verbal tics called yeah. All right. I hate it when people in sentences with. Right. None of that is allowed on Mitch's watch. You get rid of the you nose right?

00;28;03;08 - 00;28;32;12
Mitch Carson
Or like when they put like in every sentence. No no no no no, you're not speaking like a teenager. Be a professional. Stop saying right. Stop saying like. And you know. No, I don't know. You're telling me be on point, be on point. Speak in soundbites. Answer the questions there. We have much greater latitude in a longer radio show interview, which is typically 15 minutes, or on a podcast, which is 20, maybe 25 minutes max.

00;28;32;15 - 00;28;44;27
Mitch Carson
In most cases, I'm generalizing. You have a little more flexibility, but television is the ultimate platform. Live TV, you better be prepared.

00;28;45;00 - 00;28;58;03
Craig Andrews
That's great advice. So your businesses get interviewed, guaranteed. You get people on TV and you get them there so they're ready to, perform. Other people reach, you.

00;28;58;05 - 00;29;22;26
Mitch Carson
Get interviewed, guaranteed.com/meet with Mitch if you are interested and believe this is something you want to launch your publicity, reach out to me and set up an appointment. That's where you'll see my calendar. We'll set up a time. If you're just want to talk about sports, please don't call me. If you want to get serious about your business and grow.

00;29;23;01 - 00;29;32;00
Mitch Carson
If you are a speaker or an author, that's typically my market. Some CEOs want that also, Mitch,

00;29;32;00 - 00;29;38;11
Mitch Carson
excuse me. Get interviewed. Guaranteed.com/meet with Mitch.

00;29;38;13 - 00;29;41;06
Craig Andrews
Well, merge thanks for sharing their own leaders and legacies.

00;29;41;08 - 00;29;46;03
Mitch Carson
Thank you for having me, Craig. I appreciate.

00;29;46;03 - 00;30;12;27
Craig Andrews
This is Craig Andrews. I want to thank you for listening to the Leaders and Legacies podcast. We're looking for leaders to share how they're making the impact beyond themselves. If that's you, please go to Alize for me.com/guest and sign up there. If you got something out of this interview, we would love you to share this

00;30;12;27 - 00;30;14;22
Craig Andrews
episode on social media.

00;30;14;24 - 00;30;38;04
Craig Andrews
Just do a quick screenshot with your phone and text it to a friend, or posted on the socials. If you know someone who would be a great guest, tag them on social media and let them know about the show, including the hashtag leaders and legacies. I love seeing your posts and suggestions. We are regularly putting out new episodes and content to make sure you don't miss anything.

00;30;38;06 - 00;30;46;11
Craig Andrews
Please go ahead and subscribe your thumbs up! Ratings and reviews go a long way to help promote the show. It means a lot to me.

00;30;46;11 - 00;32;48;16
Craig Andrews
It means a lot to my team. If you want to know more, please go to Alize for me.com. or follow me on LinkedIn. Thanks for listening. We'll see you next time.