Michael Port, my mentor and friend, takes us through his book, Steal the Show. Here are some of the highlights of the interview.

• Authenticity doesn’t mean “sameness”. It means we can adapt to the role we should be playing in each situation.
• How do you start a speech that doesn’t “give up the room” or make you small?
• Can you sell from the stage with authenticity?
• You serve your audience by playing the role they need you to play for them.

Get the book at stealtheshow.com where you can get bonuses like training and videos.

How do you build your authority?

You need an authority platform and a system.

An authority platform can be:

1. Book
2. Podcast
3. Speeches
4. Webinars

There are other platforms, but these are the major ones.

Building a book is a great way to create authority, but you probably need assistance to make it a success. You may use a coach or mentor or just buy a training course, but you need help. It should probably be the first thing you work on.

Resources listed: Ann Sheybani's Build Your Book Bootcamp

A podcast is easier to create, but you need to be careful. A standard "interview-based" podcast format may not build your authority unless you design the interview style in a way that's consistent with your "system." A topic-based podcast can create your authority. Think about how you're establishing your authority through your podcast.

Also, podcast could be other broadcast medium like video podcasts, Periscope broadcasts, etc.

Resources listed: John Lee Dumas' Free Podcast Course

Speeches are awesome, but take some time to get great at. You could speak for fees or for free. If you speak for free, you may

In this episode, we talk with Maggie Benson who helps female entrepreneurs (especially moms) get their businesses up and running with WordPress. We talk about how to drive traffic to her website and build a solid business.

There are 4 particular ways to drive traffic to your lead magnet:

1. SEO
2. Social or Viral Marketing
3. Paid
4. "Hustle"

SEO is slow but free. It's not a great way to drive traffic to a lead magnet anymore. If you have blog posts or other content, then SEO can drive traffic to that - which in turn can drive traffic to your lead magnet.

Social or viral marketing is also free and completely out of your control. You're left to wait to see other people share your items. It may or may not work. There's no formula for "going viral" despite what the gurus say.

Paid is fast but costs money (hence "paid".) You need to get some assistance to do this right and target very carefully. Also, build up slowly so you know your "numbers".

"Hustle" is so overlooked. This is where you go out on social media and have engaging one-on-one conversations with people. Those conversations are where you offer to help people specifically with your lead magnet. Then, you can invite them to download your lead magnet. Although it's work, it's free. And there's no reason why you can't talk to 10 people a day (that's almost 1000 person list in 3 months.)

Steven Crutchfield is with the Villa Capelli in Italy. It's a resort with its own food products for sale in the United States.  Steven is trying to come up with a great email sequence to encourage their new subscribers to buy a "first product."

In my hot seat conversation with Steven, we work through what that product should be and craft an email sequence to encourage purchases.

Email campaigns drive short- and long-term action from your list.

The email campaigns we’re talking about today are those that encourage your audience to take action. The old style “newsletters” just aren’t effective anymore. It’s time to move to an action-based campaign.

And we’ve already designed the action we want last week in Episode 003, when we defined our lead magnet in such a way that we were anticipating this campaign.

This week, we're focusing on lead magnets. Gary is an Australian living in Connecticut (sounds like a book title) who runs a Facebook ad and marketing agency called Three Sides. His work up until now has been almost all been word-of-mouth.

But now, it's time for Gary to scale and that means putting a killer lead magnet together that serves his audience.

In this hot seat session, I work with Gary to help him create the next best Facebook ad resource. And trust me, wait until the end and you'll want a copy of it when he's done!

This episode is about creating a lead magnet for your business. We’re going to cover advanced ninja techniques for putting a killer lead magnet in place.

Your lead magnet should attract your ideal customers – and should repel those who you will not eventually buy from you.

The lead magnet trio consists of the following:

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This episode focuses on creating audience segments. An audience segment is a portion of your prospects and customers segmented by how far along the sales process they have moved.

You need to find 1 problem that you solve. Not multiple..just one. This helps your audience identify clearly what it is you do and how you can help.

Use the Google Search Technique to validate your 1 big problem. Type in the phrase identifying the 1 big problem into Google and see what's there. You should find articles and providers that solve the problem.

If there is content but no providers, that means there may be no market for this.

If there are providers but no content, that means there may be an opportunity for content marketing in this space.

Look through the content to find what element of the 1 big problem is really relevant for people.

Once you identify what service you provide, ask yourself "why do you need that service?" Then answer the question and ask "why" again. Do that 5 times until you really uncover the true need.

For example, if you provide quality video production service for businesses, ask "why do you need quality video?"

In this hot seat coaching conversation, we talk with Remya Warrior - owner of Remya Warrior Designs. Remya is an interior designer focused on creating the "heart of your home." She's also the host of the weekly video broadcast Koffee Break.

In this session, we help Remya get clear on her unique selling proposition and define her audience segments in a way that is clear, unique, and compelling.

If you want to ask questions about your own audience segments, join us in our Facebook community: 7-Figures Plus. You can join for free here.