Doug               Michael Senoff is the founder and CEO of www.hardtofindseminars.com.  Hardtofindseminars.com is the world's leading free digital audio business library that uses the power of personal interviews and story telling to capture and relay the advice of world-class business experts.

The site is filled with audio interviews of the experience and guidance of the business leaders on the subject of business growth, direct marketing, business buying, writing, effective advertising, referral marketing, negotiating, product development, marketing consulting, and the art of buying advertising.

For the last five years, Michael has interviewed the world's best business and marketing minds.  Along the way, Michael's created a successful publishing business all from home from his two-car garage.  Now his challenge is to build the world's largest resources of online downloadable audio business interviews.

Michael knew he needed a site that contains strategic solutions and inside angles to help you live better, to save and make more money, to stay healthier and to get more out of life.  He has learned a lot in the last five years and today he's going to show you the skills you need to survive. And so let's get going. 

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Doug:              Michael who are you and what is your mission?

Michael:          Thank you Doug for allowing me to participate with your best members.  I really appreciate it.  Look, I know we’ve got a limited time right now and I want to talk less about me Doug and more about what I and my site, hardtofindsemninars.com, can do for your listening students.

I can best do this by explaining how your students can benefit from my work and that's why I'd rather just direct them to my bio section on my website called hardtofindseminars.com so I don’t take up time explaining who I am when they can just read the bio.  I'd rather explain items on my site that may not be so apparent by them visiting the site.

Also, there's a section on my site where I've done interviews with other marketing experts like yourself where I really divulge all my systems and all my secrets and my philosophy where you can really get inside my head and there's hours of those interviews in a section called Get in Michael Senoff's Mind.  I'd also like to direct your students to that section.

Now I don't mean to be rude and I'm not trying dodge your question but I want to use the next 30 minutes to really direct to your students the stuff on my site that's going to help them, that's going to make their life better; that's going to allow them to leverage their time, that's going to make things a little bit easier for them.  I'm going to provide tools and systems and ideas and resources from some of the interviews I've been fortunate enough to do over the years.

On my site, I offer a free CD of 61 hours of my best marketing interviews and in that form I asked a question, if you had all the money in the world and all the time in the world what would you be doing?  And it was a surprise to me to see all the different things people would be doing if they had all the money and time in the world.  The number one thing people would like to do is to travel and I thought that was really interesting.  Another thing is people would like to help other people to give back.  I see that over and over again.  And thirdly, people want more time with their family.

And I was one of these people too.  I mean I've been striving for this ever since I was a young kid.  I mean I've been very entrepreneurial from a young age.  You can read about this in bio.  I'm one of triplets from Atlanta, Georgia.  I watched my father go to work as a salesman on the road in a big Winnebago Camper and he would have to be away during the week to take care of us, to put food on the table.  I knew there had to be a better way.  I'm also very curious and I like to learn.

And Doug I want to complement you for putting together this incredible resource of mentors.  I mean as I grew up studying marketing and selling, the people you have on your website and the people you have available for your members, these are my mentors.  These are the people I learn from -- Zig Ziglar, Brian Tracy, Tony Robbins.  I've been a student of many of your experts for many years.  I've even had the pleasure and been fortunate enough to be able to interview them where your students can listen to detailed interviews.  You know I too was living in a one-bedroom apartment down at the beach similar to Tony Robbins.  I was in Pacific beach in San Diego when I first ordered his personal power tapes off at television.

So it is my mission like you mentioned in the introduction to bring your students the best value in audio interviews without full of, getting right to the detail, juicy stuff; the stuff that your students are going to be able to take with them and make money from or be able to better their lives or to make their day last longer and that is my goal.  So in the next 20 minutes I am going to try and provide as much value and information and give your students real solid reasons why, to access and take time to explore the value in the audio interviews available at hardtofindseminars.com.

Doug:              That makes sense.  What are some other valuable resources that our best subscribers will find on your site?

Michael:          I call this the billion dollar site and the reason I do is if you were to add up the combined sales with all the people I've interviewed on my site, it would be close to seven billion dollars.  That's with a B not an M.  I also would want to tell your listeners that they have access to $50,000 free consulting.  If you were to look at all the experts that I've interviewed on my site and if you were to take each one of these experts and add up the fees that they would charge for one hour of their time, easily you would come to about $50,000 in free consulting and as your students will learn when I do an interview, I really milk them for all the good information.  I don't ask simple questions.  I really want to get the juice.  I want to get the real secrets that have caused them their success.  So it's not a soft ball interview in these interviews and I really pull out the good stuff, the valuable stuff that your listeners can listen to and model and take action on.

We're doing something different that I see so few marketers do.  We allow students who come to www.hardtofindseminars.com  to learn four different ways.  So I had to serve the viewers and the listeners and the readers of hardtofindseminars.com and allow them access to this information in multiple ways.  So when you come to hardtofindseminars.com you will have the ability to listen online.  You will be able to play flash audio meaning there's a play button that you can just press, sit back in front of your computer and listen to the interview as it comes through your speakers on your computer.

If you're a reader, I have had each word of every interview transcribed into word-for-word transcripts.  They're in the form of a pdf document.  And then we also offer the downloadable mp3 files and this is really key especially now as we have the convergence of PDAs, of the ability to store more information on smaller units like cellphones, like GPS navigational systems, like iPhones and iPods and now mp3 audio is mobile.  You do not have to be stuck to the computer.  What this technology has done is similar to the cellphone industry; allowing people to use the phone in a mobile fashion; in their cars, on the train, on the bus, on their bikes; using their phone time in a way that's more productive rather than being tied to the phone.

So now anyone can come to my site and download these audio interviews and take them with them on the road.  Very few marketers out there are allowing you to do this.  Usually you'll have to fill out a bunch of information and you'll only be able to listen to the audio tied to the computer online.  They don't give you the luxury to take it with you but we do.

I also have another little trick for any of your members who email me at Michael@MichaelSenoff.com  and what they want to do is write in the subject line, speed listening.  Speed listening is similar to speed reading and I will show your serious students how to get through an hour's worth of audio and be able to comprehend it in half the time.  There are over 6,750 pages of typed transcripts to all of the audios on my site.  I do not pay for any keywords or anything like that.  However I do have other marketing systems that I use to promote the site and we can talk about that if we have time later in the call.

Most of my traffic is purely viral and spread through word of mouth and I believe if you provide real value and real service to your customers and your listeners they will naturally want to share it with their friends and family.  And this is the main way my site has become one of the most popular websites in the world.

Doug:              Michael, how can our best subscribers benefit from your Hard to Find Seminar interviews?

Michael:          Doug here's some other valuable resources your best members will benefit from by visiting my site.  We have testimonial page that is packed with hundreds of testimonials and stories about how the audio interviews have impacted people's lives.  Anyone listening can access these stories right at the site.

There's a section on my site in the products page called Michael Recommends.  Now there you'll find links and free information and tools that I personally use to operate my hardtofindseminars.com business.  Tools are valuable.  Tools save time and I'm going to give you a list to the best tools that I use all for free at the Michael Recommends section at hardtofindseminars.com.

If you're a copywriter or an aspiring writer, I have section on my site with over 30 hours of recordings with copywriting experts like Bob Bly, Mike Pavlish, Brian Keith Voiles, Carl Galletti, Ben Settle, Herschel Gordon Lewis, Joe Vitale, Eugene Schwartz.  You'll also hear some audio clips from Gary Halbert and even the great John Carlton.  Now many of you listening may not know who these names are but I will assure you that these are some of the top copywriters in the world.  If you want to learn how to make money with your pen and a piece of paper or your laptop sitting at the beach and only using your brain and ability to type and then know how you can learn valuable tips from these free copywriting recordings.

I also have a section on my site called 22 hours of the best kept secrets routinely used by the richest and savviest marketing consultants on the planet.  I have on this section of the site 22 hours of audio interviews where you can hear me doing real live phone calls, getting clients right over the phone and if you're interested in becoming a marketing consultant, I have all the tools and all the training for free to show you how to get your first paying client.

There's another section on my site called 31 hours of free audio downloads.  Discover the secrets of how I create information products that sell for $2.99 up to $39,000 and more and how you can create your own $497 information product.  Creating and developing and marketing and selling information products is the dream business and there's nothing more fun and easier and more profitable than creating high-demand information products.  There's 31 hours of free audio interviews, downloads and transcripts that your best members can access right now and start listening to.  They can get inside my mind and learn exactly how I've been able to do this over the years.

Doug:              Wow that's amazing.  Michael you have hundreds of full length interviews on hardtofindseminars.  Can you tell me about one selection you call Seven Best Interviews with Experts Over the Age of 70?

Michael:          A man over 70 who's been in business 40, 50, 60 years has lived more life than I have or many of your listeners and you can learn twice as much, three times as much from someone who has the experience.  So just with my interviews with experts over 70, you have a combined experience of over 676 years of business experience.  Imagine that you can stand on the shoulders of 676 years of life in business experience and hear it in less than 20 hours and all for free.  If you totalled up the money these experts have earned over the years, it would in the hundreds of millions of dollars and hopefully by learning from these experts and listening to the recordings I have on them, you will be able to take a piece of that pie and create some additional income for yourself by using the ideas and modelling what they've already done and avoiding some of the mistakes they've done.

Doug:              Tell me a little more about that please.

Michael:          The first expert I want to talk about is Glenn W. Turner.  Now you can hear a recording of a speech Glenn gave that generated over $500,000,000 in sales.  He was called the greatest pitch man that ever lived.  He was born from an unwed mother.  He was very poor.  His mother's prenatal illness of Scarlet fever caused Glenn Turner to be born with a cleft palate and a harelip.  He sold 7 million books and audio tape programs in his career.  He created over 800 millionaires in a business called Dare to be Great.  There's a book about him called Con Man or Saint and I remember reading this book even before I got into this marketing over 12 years ago in my one-bedroom apartment and who would have thought that I would have the honor and the pleasure of interviewing him 12 years later.  If your students haven’t listened to this man speak they will be blown away.

Another gentleman you heard me talk about briefly is Arthur Hamel.  Art Hamel was in a seminar business for 15 years.  He put over a hundred thousand people through his seminars in the 1980s.  He's owned business that have sales over a billion dollars over his career.  This man is a true genius when it comes to buying businesses and I have hours of audio interviews on my site that I've personally done with Art Hamel at hardtofindseminars.com.

Another marketing legend that many of your best members have heard of, his name is Jay Conrad Levinson.  He has the number one marketing brand in the world.  It's called Guerrilla Marketing.  He sold 16 million copies of his books in over 39 different languages.  I had the honor of interviewing him intensively and you can find that interview and start listening to it moments from now at hardtofindseminars.com.

A gentleman named Sam Bowman.  He's over 70, out of Nashville, Tennessee.  You'll hear how he was selling marketing consulting services in Nashville.  You'll hear in detail how he was able to make over $10,000 with each client.

Another wonderful man, his name is Mort.  He is 85 years old now.  This guy was doing door-to-door sales back in the 1950s.  His expertise is in selling dealerships and distributorships.  He was the first to invent the mobile pet grooming mobile.  He was also the largest seller of Bendix brakes.  He had sold 5,500 dealerships.  He sold swimming pool dealerships.  Over his career and sales, he has been responsible for over $500,000,000 in sales.  This is a hardcore, door-to-door salesman that you can learn a ton from and it's a wonderful entertaining interview.

There's another incredible speech on my site from the late Eugene Schwartz.  This guy was a world-class direct mail copywriter.  You'll find it in the copywriting interviews.  His copy was the copy that launched boardroom reports.  His copy sold hundreds of millions of dollars of products via direct mail.

Doug:              Michael we're running a little bit out of time so as efficiently as you can, tell our subscribers what some of the other interviews, seminars are all about.

Michael:          OK.  I know we're running out of time so I'm just going to go as fast as I can because this is an audio recording that you can download or that you could play again in your CD player or you can re-listen to this so forgive me if I’m going too fast.  But here are some of the other topics and some of the other interviews I have on my site.

                        First of all, if you love advertising I have an interview on how to use classified ads to make money.  If you know what barter is or trade, I have multiple interviews with experts in the retail barter industry.  Now many of your listeners may know someone who's in foreclosure.  I have an interview with someone who helps people get out of foreclosure.  When we talked about Art Hamel on business buying, I must have 20 hours on audio interviews on how to buy a business.  Copywriting interviews we discussed with experts like Brian Keith Voiles, Carl Galletti, Ben Settle, Bob Bly, Joe Vitale.

                        Here's one of the most popular interviews on my site.  It's called Negotiating for Beginners.  It's with a master.  I have a full hour interview with Tom Hopkins in on the art of selling.  Dr. John De Martini; he was in the movie The Secret and he was also instrumental in the book.  I've got a wonderful interview with him.

                        If you're interested in NLP and body language you certainly have heard of Kevin Hogan.  He's one of the most respected experts on body language and neurolinguistic programming.  I've got a full interview with him on the site.  I have audio clips from great direct marketing legends like Bill Myers.  He was a producer of the Direct Mail Bootcamp.  I've got recordings from Gary Halbert, Ted Nicholas, John Carlton; all from the Direct Mail Bootcamp.

                        There is information on personality profiling.  If you're an employer and you're hiring, I'll show how to hire the right people.  I'll show you how you can hire better and save more time; less money and training.  This is a wonderful interview and education on how to hire the right people.

                        I have full on hours of interviews on Internet marketing, on Internet security, on how to make your emails safe, marketing consulting interviews.  I have information on angel investing if you want to invest in other people's businesses; interviews on direct mail, product sourcing, private labelling, MLM, sales and selling, sales scripting, sales management, cold calling, how to buy plastic injection molds, time management, asset protection, how to incorporate Nevada.

                        You'll hear real phone calls of me selling, consulting services right over the phone to people I've never met.  You'll hear me take businesses through what I call an opportunity analysis where I uncover and discover hidden assets in their business.

                        If you're someone listening who needs to make fast cash, let's say you're behind on your mortgage and you've got to have something to do to go make some money, I've got interviews on fast cash money making, on how to start cutting lawns, how to clean gutters, how to wash windows, installing door viewers and peepholes, painting address numbers on curbs.

                        I've an interview with the world's foremost expert in Yellow Page advertising.  Another interview with a gentleman named Ken Ellsworth on persuasion.  I've got an interview on my site about newspaper advertising buying secrets.  How to negotiate the best rate for your newspaper advertising, how to start an office cleaning business, how to improve your study skills, how to package your products, interviews on strategy, list rental, arbitrage, how to steal a business.  I've got an interview with an expert on tent promotion.  If you're interested in trailer homes, I've got an interview with Allan Miller on how to buy trailer homes and sell them for profit.  Interviews on business turnaround; how to make money in watch repair, how to sell to Home Depot.

                        I've got an interview with a publisher who's made over a million dollars selling a special effects cook book.  His name is Mike Samonek.  You'll hear the story of how this man made $3,000 selling a ball on eBay.  Now I must have 12 hours of interviews with the foremost experts on joint ventures.  You'll hear students from hardtofindseminars.com describe their most successful joint ventures all for free.  You can download moments from now.

                        Larry Steinmetz, the foremost expert on pricing.  Are you selling your product for too low?  Learn how to sell at higher prices, learn how to get rid of price shoppers and the customers that drive you crazy.  If you're paying for printing, you want to hear this, you want to hear how to buy your printing cheap without sacrificing quality or service.

                        I've got an entire series of interviews with experts on how to sell your products to Walmart, one of the world's largest retailers.  Want to get more customers?  There's no more powerful way than using referrals.  I have two separate interviews on referral marketing.  You've heard of what a USP is?  How to develop a USP?  I have several interviews on how to develop your own USP.  What makes you different?  What makes you stand apart?  Sales scripting; one of the most powerful ways to increase your bottom line is to create scripts for your voice messages, for your sales presentation, for your sales people.  You'll hear expert interviews on sales scripting, in creativity and brain storming and lastly, interviews on customer service; how to treat your prospects right, what to say when they call in, how to get their name without creating pressure.  These are just a few other resources that I have available for free at hardtofindseminars.com.

Doug:              You know that's an incredible amount of information.  How is listening to an audio interview different from watching a video or say listening to a lecturer and what advantages does it have for our students?

Michael:          Audio is more mobile.  Anyone can go to my site on their time and they can access the audios.  They can download them to their Ipod, download them to their hard drive, download them to their GPS system, download them to their phone and they can take it with them on the road and they can digest and listen to this information while they're exercising, while they're cleaning their house, while they're in route to work.  They can take the audio, burn a CD, put it in their car.  It just makes it mobile just like what the cellphone did for communication.  You're not stuck to your computer.

                        Many other marketers will allow you to listen to their audio by going to their website but they won't allow you to download it.  I don’t limit you.  I want to respect your time and I want to service you and be able to give you this content and let you use it how you want; let you use it during downtime during your day.  Now video is very powerful and now with Ipods that play video and YouTube, video is very effective in selling but you have to have your eyes engaged on a screen.  You don’t want to be driving a car while watching a video and listening but you can drive a car or exercise or ride a bike while you're listening to audio alone.

                        With audio you can rewind and relisten over and over again so the message really drives deep into your mind.  There are many advantages with audio over video.  If you look at Nightingale Conant, the world's largest producer of audio information products, they're primarily audio.  They're not video.  The market determines what they want and if the market wanted video, they'd be selling video but they don’t.  The marketplace wants the flexibility and the freedom to take their information, to take their education, to take their learning on the go and to listen to it on their terms.

                        My audio is different than a lecture.  I'm sure some of your listeners have listened to an audio recording that is an expert; just talking straight into the microphone and it's not in an interview style.  Now I will say I've been doing most of the talking here and it may sound a little bit like a lecture but truly what you have here is an interview.  The interview format has been proven over and over again.  Who is Oprah Winfrey, Tom Brokaw, Geraldo, Larry King, Barbara Walters?  These are people who interview people.

                        The interview format allows you to listen in as a [27:20], as a third party.  A lecturer is like your mother or your father telling you what to do.  People don’t like to be told what to do.  People like to listen in and I allow the visitors of my site to listen in, to listen in on a conversation of two other people.  That's much more appealing than having someone lecture to you.  Lecturers can be boring.  People fall asleep in lectures.  But listening to an interview, you're brought in to the story.  It's a lot different and my interview style and the interview learning process is what separates my recordings from many of the others out there.  That's how you're going to be served better, by studying my material over any of my competitors.  They're not lectures.  They're interviews that you can listen in without having to participate.

Doug:              Michael you have so much content to listen to on your site.  Can you share with our best students some tips on how they will be able to listen to it all in the most efficient manner?

Michael:          I promised earlier if any of your listeners want to learn how to get through my content in the quickest possible time, I'll share with you a secret that I've learned over the years as I've been editing hundreds of hours of audio interviews on how to get through this information, how to comprehend it, how to enjoy it but how to do it in half the time any other visitor to the site would have to take to go through it.  All you have to do is email me at Michael@MichaelSenoff.com and in the subject line write speed listening.  Email me and I'll share with you my secret on how to get through the content in half the time.

                        Look, I truly hope this information has been valuable and I hope I've served you in a way where I haven’t wasted your time.  If I've done my job right, you'll go to hardtofindseminars.com.  You'll enter your name and your email address and you'll be notified of all my new audio interviews as I do them and it'll be the beginning of a wonderful relationship.  Any of your listeners are free to download this interview and to share it with their friends and business colleagues and people they care about and I appreciate the time.

Doug:              Michael thank you for taking your valuable time today.  I know how busy you are and we particularly appreciate your willingness to share your valuable information and these wonderful interviews with all of our best members.

Michael:          And Doug I really appreciate you having me on.  Thank you very much.