BS with Bob Schmidt

E12 Areva Martin Make it Rain – How to use the media to revolutionize your business and brand

Things you’ll learn in this episode of the BS With Bob Schmidt Podcast.

1- You need clarity of brand before you can even talk about amplifying your message.

2- Be really engaging on social media and not just putting up an account and occasionally checking it, but really committing yourself to engaging on social media

3- Get your LinkedIn profile up to date –  if I went to that bio, what am I going to learn about you and why am I going to come back with you?

Find Areva Martin here:


Transcript of BS With Bob Schmidt Podcast “E12 Areva Martin Make it Rain – How to use the media to revolutionize your business and brand”

Bob Schmidt: 00:00 Podcasting is more than just talking, it’s listening bs thing with Bob Schmidt, founder of Martin and Martin LLP, one of the largest female-owned African American law firms in La, a sought-after expert on shows like the doctor’s Anderson Cooper on the Dr Phil Show, creator of Special Needs Network Incorporated, a nonprofit benefiting special needs kids and their parents and author of the brand new book, make it rain. How do you use the media to revolutionize your business and brand? Arriva Martin, welcome to the program. Thanks for sitting with Bob.
Areva Martin: 00:34 We’re talking about growing your power, your insulin and monetizing the brand. And when people think about making it rain, they think about adding something, enhancing something, creating value. So the name of the book was chosen because the book is really about how you create value in your life and for different people, it will mean different things. For a non-profit leader that could mean rolling their donations and their sponsorships so they can serve more people. For an entrepreneur, it’s expanding their brand, reaching more people. Uh, for a mother that thought up a PTA board and made me getting her message heard, connecting with more periods. This is all about how people find the people who their message resonates with, how they connect with those people and how they grow audiences.
Bob Schmidt: 01:29 So after I read through your resume, I, it, those three things that I mentioned and then the author, how do you find time to write a book about this? Such a big, such a big topic with you being so busy?
Areva Martin: 01:40 Well, you know, there’s the old saying that when you love what you’re doing, it’s not worth it for me, Bob. I was always taught if you to learn something, if someone pours something into your life, then you have an obligation to share it, to give back, to help others. So I’d been working in this realm of media for the last decade. I’ve been working on branding and building my platform since I graduated from law school. So, uh, my first published book with a major publisher was called the everyday advocate. And that book was my opportunity to share what I learned as an autism mom, as an autism advocate, as a special rights and special needs attorney. So I think my whole life has been about learning new stuff and then sharing it with others. So for me, it’s not work. It’s, it’s what I love to do. So you make time for it.
Bob Schmidt: 02:36 Arriva. How do you set yourself apart from everybody else? Then
Areva Martin: 02:38 how do I set myself apart?
Bob Schmidt: 02:40 Yeah. Or how do we? How do we, how do we as readers of your book, how do we learn to set ourselves apart from every other person that happens to be trying to do the same thing that we’re doing?
Areva Martin: 02:51 Well, I talk a lot about that in the book starts off with, with that very concept of how do you identify your own individual, unique and authentic brand. And I think the first thing you’ll where bob is there, not as many people as you may think, who are actively working on defining their brand. So there may be thousands of lawyers and thousands of doctors and thousands of insurance salespeople put. No. You’d be surprised at how few of those professionals are actively working on, you know, clear brand identification and amplifying their message. So I would submit to you it’s not as big of a challenge. It’s not insurmountable as it may seem and you probably if you follow the principles in my book, you’re going to be in a pretty exclusive and elite group of people who are actually living out their brand. And Forbes did a study on this and cite that study in the book about how many people say they are clear on their brand and that they’re living their brand, but in actuality how few people are. So I, I started with that premise.
Bob Schmidt: 04:01 That actually brings up a good question because I think a lot of people don’t know what their brand truly is. For me, I’m thinking podcast or broadcast or father and that kind of stops right there and dangles for a minute. How do you focus that brand in, on being the, you know, being the you that you want to be in the being the you that is going to make you some money?
Areva Martin: 04:20 Well, I would say to you that all of those titles, you just gave yourself the great descriptions and you know, Kudos to you for being a father and for being an entrepreneur who started Gerald podcast. Those are great ways to start thinking about your brand, but they’re probably too generic. And if you said, I’m a podcast or that doesn’t really tell me a whole lot about you. If you told me Your father, I get that. I know what fathers are, but if you really wanted to connect with people, you gotta, give me more for the people you want to connect with because there are thousands and you know podcasts and most of them are niche. So you have people focus on finance people who are either focused on politics, some who were just doing, you know, comedy podcast. So I would tell you, Bob, as you think about your brand, to write down the list of all the things that you’re passionate about.
Areva Martin: 05:19 Then write down all of your experiences. You learn life experiences, your degrees. If you have degrees from colleges or universities, your work experience, those are the things you need to reflect on to start really honing in on your brand. So podcasts are father announced her probably too broad, but maybe me, you know your podcast or who connects with visit people who are passionate about marketing widgets. Then we’re starting to get someplace because now we’re narrowing in on a select group of people and when you’re all over the place, it’s hard to do that because you know when you got a target, if you went to LinkedIn, what’s your bio boy to say, if I went to that bio, what am I going to learn about you and why am I going to come back with you? That’s really the question you’re asking yourself is you’re trying to find your brand,
Bob Schmidt: 06:14 so that’s how you do your work. More on the focus on what the focus will get, more views, more likes, more listens if you will.
Areva Martin: 06:22 Well, because I talked a lot about that in the book. This isn’t a popularity contest. This is high school social media and I have a whole chapter on that. When you’re building your social media, you’re really focused on engagement because there are lots of people who have big social media accounts, but they have no influence, so you want to become an influencer in your specialized area, so you want people to jumps. When you say jump, you say how high you wouldn’t be able to move people into action. That’s what influencers do. You look at some of the biggest brands out there like Elon Musk and he sells the super popular, super sexy hot tesla cars. He lied, but talks. People listen when he tells us that we should all be looking forward to taking our personal trips to the moon. He has us thinking about that as a real possibility. Whereas before we’d ever thought it was humanly possible. Influencers have that ability to, you know, cause people to jump into action and that doesn’t happen just by the people that go to your social accounts and write what you say. That’s, you know, getting engaged followers that really trust you, that believe what you say, that the process is easy to do, but it is worth you know there, there is work involved in that. If that happens over time as you have a clearly identified brand
Bob Schmidt: 07:50 Areva, is it possible for an average Joe like myself to influence the influencer?
Areva Martin: 07:55 Oh, it absolutely is possible for you to be coming in for him to know who you influence. It has a lot to do again, with WHO’s in your niche or your people. When I talk about in the book is you have to find your people. Who are the people that are interested in what you have to deliver? What’s your product? What’s your service? What are you putting out into the universe? If I were to go to your, again, I keep referencing your LinkedIn account and looked at the content that you publish to that account. Are they articles about cars or the artists you know travel to yours. What is the content that you’re putting out in the universe? Because that’s going to attract. Those are the people that are going to follow you because they have an interest in the content that you’re putting out.
Bob Schmidt: 08:42 One of the things that I, that I liked about your book is that why you talk about getting over the mindset of bigger isn’t always better, but I think that most entrepreneurs and most business people don’t see things that way. They, they have the, you know, bigger is better, bigger is the best. How do people get over that hurdle of thinking that, you know, I’m only second best if not the best. How do you, how do you, how do you break free from that? Uh, from that negative thought there?
Areva Martin: 09:08 Well, let me be clear in the book. I don’t say that you would have been the best, but the best in your market that makes sense. And when I talk about bigger isn’t always better than the book I’m talking about. Again, finding your people. If you own a restaurant in Larchmont Boulevard in a community called Hancock Park in a big city like Los Angeles and you’re trying to find your people, your people are the families that live in Hancock Park because they’re the people who are most likely to come to your restaurant one time as a tourist, regular patrons of your restaurant. You’re going to make your money. You’re going to build that restaurant on the people who live in the community that are going to come to that restaurant on a regular basis, so you’re looking to get the message out about that restaurant. Does it make sense for you to be in Iowa talking to groups of people about your restaurant on Larchmont Boulevard in Hancock Park in Los Angeles, California?
Areva Martin: 10:12 I would say not. I would say that’s a huge waste of your time. Waste of money, waste of your energy, your you’re off the market, you’re off brand, but if you have an opportunity to go speak at a community meeting of the residents that live in that community, that’s where you want to be. That’s where you want your branded material. That’s where you want to do a cooking demonstration. That’s where you want to bring samples from your restaurant because those are your people. So that’s, that’s the concept when I talk about bigger isn’t always better and sometimes people say, Gee, I own a restaurant in this small community. I wouldn’t go on a national tour talking about my restaurant. I would say probably not. Maybe bought from Iowa to visit Los Angeles once every 10 years. It might stop in your restaurant, but you can’t keep the restaurant open if you’re depending on that occasional tourists to be your customers. So that’s the thing about, again, everything goes back to where are your people, not your brothers people, not your neighbors, people you know, but the people that matter most to your business and your brand.
Bob Schmidt: 11:29 Then how does somebody dig down to that bottom line of who they are and who they should market to [inaudible] you know as well as I do that people sometimes just throw things up against the wall and whatever sticks is like, OK, I’m going to go with that, but that might not be the thing. That might not be the law, as you said, your audience that you should be going after. How does, how does a business person whittled down to find out the exact people are the exact person that they should talk with?
Areva Martin: 11:57 Well, a lot of it’s going to be trial and error, but a lot of it’s going to be pretty common sense. Again, I go back to my restaurant. When you’re doing your business plan, your business plan to look at the demographics, your business plan is going to look at your prospective customers. You’re going to be thinking about what are the people that are most likely to frequent my business? Again, as a lawyer, I. I’m practicing law in the state of California. I don’t have a license in other states. There’s some special ways that I can practice outside of the state of California, but for the most part it’s if I’m licensed to do anything, the police I’m going to find my customers find. My audience is in that state where I’m licensed to practice. So some of this, I don’t think it’s as complicated as if someone may see as they’re setting out to find their people, they go with what’s natural, you know, where are you geographically? So we start with geographically, let’s look at the Gi doc, you know, who are the people in your geographical region that you’d want to connect with? Then we look at the demographics. It’s good if you have a nightclub, are you likely to be targeting people over 60 to come to a nightclub?
Areva Martin: 13:14 Demographics probably say you want people to 21 to 35, probably the most, uh, you know, their, they’re avid nightclub Gore’s. So there’s a little market research that you have to do, but there’s so many ways and there’s so many channels. Do a google search and you can probably get the answers to most of those questions just by doing a quick google search.
Bob Schmidt: 13:40 Do you find that most of the time you do a google search? Do you find the information you’re looking for? I, I sometimes get stuck down rabbit holes that will take me. Lord knows where, you know,
Areva Martin: 13:50 so much information. Definitely can be overwhelmed by so much. That’s what I love about this era that we live in. You know, gone are the days where you’d have to go to a library through hundreds and hundreds of books to get to an answer. Now at our fingertips, there’s so many websites, there’s so many apps, there’s so many places where we can find really good analytical information. People have done the workforce probably to find a report that shows us if you’re opening another night, a nightclub in this city is this location, these are the people most likely to visit that very the analytics out there. That good.
Bob Schmidt: 14:29 That’s fantastic. Speaking of analytics, I do want to ask about this and I want to talk a bit more about the book. Forget, forget the old school media chapter eight and your book cause analytics or something that we all kind of peruse and study and think, oh, this, this and this. What do you? What do you mean by the title of that chapter is to forget the old school media or old school, old school, a media.
Areva Martin: 14:51 Well old school media and social media. When you think about the word media, you know again, if you were born in the sixties, fifties, sixties, seventies, I would say you grew up in an era where media mid three or four television stations, ABC, NBC, CBS, you know that was it, and then Fox cable. That was media. That’s what we thought, or we thought immediately thought of television and been. There was this explosion of cable stations. Now media is everything from social media streaming accounts like snapchat did. Facebook, all the social media sites are now a part of what mainstream media they produced shows you can go to Facebook and watch a full news program and gets her daily news from Facebook. Did most people, if you’re highly tuned into what’s happening in the country politically, you’re probably on twitter and gesture. Twitter feed will give you every day up to the minute information about all things.
Areva Martin: 15:59 Washington, DC, all things federal government you can get on your twitter feed. So when I saved the Jet Ski Media, forget what we learned and what we were indoctrinated with in terms of what the media was there, who was a part of the media. There’s so many channels now, Internet site, the web-based program. Youtube has more viewers probably combined the ABC, it’d be seen TV on any given day. There are more people watching content, digital content on youtube. So we have to rethink, you know, this concept of media because it’s really, really gone through a major evolution over the last decade.
Bob Schmidt: 16:46 Will the book make it rain? Helped me to kind of focus in, um, which media would be best for my particular business.
Areva Martin: 16:53 Oh, absolutely. I share, uh, in the various social media sites, different media channels and I help people walk through again what’s going to be best for them, where they are because this isn’t a one size fits all. So again, if you’re Bob in Iowa and I’m in Sacramento, they were business owners or businesses are different, our geographics are different, our demographics are different. And what’s going to work for me may not work for you. Bob, in Iowa, and so I take people through an exercise and trying to figure out, again, it’s all about finding your audience because those are the people that are going to follow you. Those are the people that you’re going to be able to influence their. The people that are gonna buy your goods, your services, your product a. If you’re an activist, those are the people that you’re going to activate a t. You respond to whatever call to action and they put out
Bob Schmidt: 17:54 when was the person that you need to activate to go pick up the book, make it rain.
Areva Martin: 17:59 Just a newer business owners, a book authors. People write books all the time, Bob and they have no clue about how to promote those books. How to build a platform to get that book in the hand of readers, authors to pick this book up because it will help them build a platform that will position them to write a not just a great book, but have a book that is successful in the market place. I want nonprofit leaders who are trying to grow their donation base, grow this partnership. Things raise money for the non-profit that we went to them to pick this book up. I want student activists, people who are lifting their voices and raising their voices on issues from gun control to a close. I want them to pick this book up because this will also help them. Uh, you got the book bar because the trend was at the taping of the Dr Phil show that show will air on March. Nineteen. Doctor feels that if you own a computer, you need this book. So I think that pretty much explains the universe of people that I would love to have this book in the hands up.
Bob Schmidt: 19:14 If there’s three things that my listeners could have as a takeaway of the book, make it rain, what would those three be?
Areva Martin: 19:21 Number one would be work on identifying your brand. You need clarity of brand before you can even talk about amplifying your message. So that would be number one. Number two would be really engaging on social media and not just putting up an account and occasionally checking it, but really committing yourself to engaging on social media because that’s where most of the people you’re going to connect with our, uh, and when people google you, they’re going to also look up your social accounts and they’re going to want to see that those accounts are actively engaged, they’re active and engaged accounts. Uh, and number three would be, you know, just jumping in the game. You’ve got to figure out some way to start engaging people, whether it’s through a blog, a podcast, a regular Facebook live event that you do on your Facebook page. But if people, if you don’t, you know, shine your light, people won’t know that you’re there. So many times people have a great product, they have a great service, but nobody knows about it because they aren’t shining that light. So those will be the three takeaways I would give people.
Bob Schmidt: 20:33 No, there’s three things that I need to work on for myself with the podcast.
Areva Martin: 20:38 We should all you the little nudge, which is why I wrote this book, is to help kind of nudge people. A lot of people have nudging me so my pleasure to folks along the way.
Bob Schmidt: 20:49 The book is called make it rain. How to use the media to revolutionize your business and Brand Arriva Martin, the author of the book. How do we find your book and how do we find out more about you or whatever?
Areva Martin: 20:59 Great question, Bob, and you can go to my website. You’d be able to pick it up. You’ll be able to download it as an Ebook, as an audible book on encouraging people. Pick it up, read it, go to Amazon, right knee, a reviews on my website. I also have a blog spot called the download. If you’re a blogger that you want to get your message out to people, I get the missions. That’s another great way to connect with your people and to promote your product and services is to do blogging. So I created a portal on my site where not only do I blog, but I also invite guest bloggers who they’ll find all that information on my website.
21:53 The BS’ing with Bob Schmidt podcast is brought to you by orange computer. Find them online at orange computer, This has been another podcast for production.