About this Episode:

In this episode, you’ll learn how to use unique types of content, along with creative media forms, to provide your audience with the knowledge and instruction they need. 

Joseph is joined by our special guest Rich Bornstein, Founder, Executive Producer, and Creative Director of B Media. As a marketing head and executive for such Studios as Goldwyn, Warner Bros., and Paramount, his work has led to numerous Oscar and Emmy Awards and nominations. He creates sophisticated multi-platform and multi-media campaigns for entertainment, technology, health care, sports, non-profits, automotive, finance, and many other industries. 

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Connect with our host Joseph Franklyn McElroy:




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00:03:02.340 –> 00:03:12.480 Joseph McElroy: Hello thanks for joining us on this week’s episode of wise content creates wealth you’ve heard that content is king well why is content rules, the world.

00:03:12.960 –> 00:03:21.510 Joseph McElroy: wise content is data intelligence-driven storytelling content created for promotional purposes it’s the heart of modern marketing.

00:03:21.930 –> 00:03:31.320 Joseph McElroy: And without it, digital marketers will fall behind their competition lose connectivity with their customers, and ultimately fail and be profitable and successful.

00:03:32.250 –> 00:03:43.890 Joseph McElroy: I am Joseph Franklin McElroy and I’m a marketing technology expert I’m also an award-winning content producer who can create incredibly detailed high-quality articles and other types of content.

00:03:44.460 –> 00:03:56.520 Joseph McElroy: Additionally, I leave content teams that produce thousands of pieces of content, a month for fortune 500 companies my company is Galileo tech media which executes are creating wise content and marketing campaigns.

00:03:57.570 –> 00:04:08.220 Joseph McElroy: Today we’re going to talk about content and award-winning content, like a will Oscar award-winning content and Emmy award-winning content how it’s created one of the leading.

00:04:09.240 –> 00:04:20.730 Joseph McElroy: guys in that field, but first I have a little story to tell about you know I like to tell stories about some sort of content is made major changes in the world on January 15 and.

00:04:22.470 –> 00:04:35.700 Joseph McElroy: A Twitter user and activist enable named April rain first tweeted the hashtag Oscar so white and she’s put it in the context of Oscar so white they asked to touch my hair.

00:04:37.050 –> 00:04:43.560 Joseph McElroy: And an immediate response to all 20 acting nominations for that year’s upcoming academy award.

00:04:44.220 –> 00:04:51.330 Joseph McElroy: was being given to white male actors within that day the hashtag became viral and was trending on Twitter.

00:04:51.900 –> 00:05:02.910 Joseph McElroy: Many Twitter users and prominent people of color in the film industry riffed on the hashtag with humor but not with it also leveling serious criticism against the Academy of motion picture arts and sciences.

00:05:03.420 –> 00:05:08.670 Joseph McElroy: Oscar so white hashtag was the catalyst for enduring social justice campaign.

00:05:09.120 –> 00:05:16.410 Joseph McElroy: In 2016 the Academy announced insight of acting nominations for the upcoming awards, and then, once again it was exclusively composed.

00:05:16.770 –> 00:05:28.770 Joseph McElroy: of white Dr actors, the hashtag Oscar so white was revived, ensuring that the spotlight continued to be on long-existing iniquities and the recognition of the reward.

00:05:29.250 –> 00:05:38.250 Joseph McElroy: As well as the larger Hollywood film industry for lacking authentic representation of diverse peoples now there’s lots of debate upon why that is.

00:05:38.880 –> 00:05:47.430 Joseph McElroy: But critics the Academy is certain that nothing would change in the way of recognition as long as it’s memberships and hence the voting body was still mostly white men.

00:05:49.410 –> 00:06:00.480 Joseph McElroy: The argument that was such a homogeneous voting body would not always be less inclined to advocate for films that do not represent their experiences films that represent the experience of the marginalized.

00:06:00.840 –> 00:06:13.560 Joseph McElroy: So the Academy responded to the second way of criticism to 16 2016 with an announcement of set goals to invite a wider breadth of actors and filmmakers to join the ranks by 2020.

00:06:14.010 –> 00:06:19.890 Joseph McElroy: which will ultimately make the Academy awards voting body more diverse in gender, race, and ethnicity.

00:06:20.640 –> 00:06:37.980 Joseph McElroy: And as of June 2020, the accrediting board announced that it was actually surpassed its goals of inclusion and the new member class was 45% women 36% underrepresented ethnic, racial Community communities and 49% international from 68 countries.

00:06:39.540 –> 00:06:48.930 Joseph McElroy: And while the Academy is sought to make these actual changes to the demographics of his membership, there are still so.

00:06:49.530 –> 00:07:02.580 Joseph McElroy: This is sufficient systematic change for Hollywood but I say that that representation is a major change and how they were operating and it was accomplished by a hashtag campaign.

00:07:02.970 –> 00:07:19.350 Joseph McElroy: And we are one piece of content started, something that spot spiraled into a major change, and that is the point of wives content, you know I’m you know many of you might know I’m a political animal and I have my opinions upon the politic business but that’s not what I’m

00:07:21.120 –> 00:07:32.310 Joseph McElroy: Putting out right now I’m pointing out the fact that that one piece of content made such a major change I’ve personally had the experience of doing a tweet.

00:07:33.120 –> 00:07:41.940 Joseph McElroy: That went viral and caused 50,000 signups for a mommy product within an hour and crashed the servers.

00:07:42.270 –> 00:07:55.530 Joseph McElroy: So you know, and it was done through research, about the proper time of day and the and the nature of the what was supposed to be given away in the way that nature of how you promoted it and understanding of what the.

00:07:56.280 –> 00:08:10.890 Joseph McElroy: What you know that that particular niche community reacted this case I knew that all the free offer sites picked up things at around 11 am and copy from each other and put it all out, so I time to tweet.

00:08:11.220 –> 00:08:18.120 Joseph McElroy: With the right content at that time got picked up by all the free offer people they went out through it out in a lot of places.

00:08:18.360 –> 00:08:36.870 Joseph McElroy: than other people picked it up, they got a big jump and then a lot of people picked it up and shared it and boom, it was a huge success so that is in a way that the simple essence of wise content is using data and knowledge of your audience, to create a huge.

00:08:38.280 –> 00:08:41.940 Joseph McElroy: Promotional bump I have a guest today.

00:08:43.200 –> 00:08:45.930 Joseph McElroy: Who knows, a little bit about this isn’t an Emmy nominated.

00:08:47.760 –> 00:08:48.270 Joseph McElroy: executive.

00:08:49.560 –> 00:08:52.680 Joseph McElroy: executive Bruce producer and creative director and its Rich Bornstein.

00:08:53.130 –> 00:09:02.100 Joseph McElroy: In he owns a company called Bornstein media which creates cutting-edge visual campaigns to establish enhanced and accelerated companies and brands, to the next level.

00:09:02.940 –> 00:09:14.520 Joseph McElroy: And as a marketing head and executives are studios such as Goldwyn Warner brothers and paramount his work led to numerous Oscar and Emmy award wins and nominations Hello rich.

00:09:14.880 –> 00:09:16.620 Richard Bornstein: And Hawaii Joseph thanks for having me.

00:09:17.160 –> 00:09:18.600 Richard Bornstein: We were talking about it earlier it’s.

00:09:18.660 –> 00:09:21.360 Richard Bornstein: been a long time trying to set this one up so I’m so glad oh.

00:09:21.360 –> 00:09:26.730 Joseph McElroy: My goodness yeah no I had I told you about my adventures in babysitting this last six months.

00:09:28.170 –> 00:09:29.370 Richard Bornstein: Now so that’s great.

00:09:29.370 –> 00:09:34.050 Joseph McElroy: And I saw I sold my problems with another viral story so.

00:09:35.670 –> 00:09:40.620 Joseph McElroy: I believe in what you and I do, but you started your careers or sports reporter.

00:09:40.680 –> 00:09:43.080 Joseph McElroy: Yes, was it, how did that happen.

00:09:43.140 –> 00:09:45.750 Richard Bornstein: hey you know what that’s what I wanted to be, you know that was.

00:09:45.780 –> 00:09:50.970 Richard Bornstein: What I just grew up thinking you know I love sports, I wanted to do it, so I had an opportunity.

00:09:52.470 –> 00:10:01.590 Richard Bornstein: went down to I was living here in southern California, so I had an opportunity to go to long beach press telegram and the right sports that’s what I did you know and.

00:10:02.430 –> 00:10:10.380 Richard Bornstein: And, and you know what it taught me was because I didn’t you know just come on the scene and get to cover major sports you got to do the.

00:10:10.710 –> 00:10:16.620 Richard Bornstein: You know the lesser things, so I would always do a lot of the obscure features and things like that, and it and it.

00:10:17.160 –> 00:10:29.940 Richard Bornstein: Basically hit home, something that I had read from john Gregory done years earlier, which was sports writing was the search for an angle, it was positioning what you’re going to write about and so that you know.

00:10:30.420 –> 00:10:43.290 Richard Bornstein: Because the days of you know, someone so 1423 those days were over so really taught me how to find the nuggets and stories get the nuggets out of people and it’s kind of what I’ve lived my professional life.

00:10:43.650 –> 00:10:48.120 Richard Bornstein: You know what that experience um I ended up covering gymnastics and the 84 Olympics.

00:10:49.800 –> 00:10:58.980 Richard Bornstein: I was a young man I’m not that old now but uh and that was the year that the women’s gymnastics some you know blew up that was Mary Lou Retton and.

00:10:59.040 –> 00:11:00.660 Joseph McElroy: Oh, I remember, though yeah and all that.

00:11:00.660 –> 00:11:06.090 Richard Bornstein: So I was just I happen to be, you know at the right place at the right time.

00:11:06.420 –> 00:11:11.310 Richard Bornstein: And then it led me to the Warner brothers, but that’s a separate story so.

00:11:11.340 –> 00:11:15.660 Joseph McElroy: What yeah writer, so you were creating content so.

00:11:16.320 –> 00:11:33.780 Joseph McElroy: Always what was you know, and you mentioned some aspects of it, but what would you think is your most important takeaway going from that and jumping to other here careers that about content and how to make it viral in a sense, even in the old fashioned day of newspapers.

00:11:34.590 –> 00:11:44.790 Richard Bornstein: Well, I you know, like I said the idea is anybody can write a story anybody can do an interview, I think, but the idea is what makes it interesting.

00:11:45.600 –> 00:11:53.550 Richard Bornstein: What makes that person that’s sitting across from you or next to you or whatever really is going to get people interested in their story.

00:11:53.850 –> 00:12:00.660 Richard Bornstein: that’s the biggest thing that I took away from I realized if I can get those nuggets and how how how did I do that.

00:12:00.930 –> 00:12:10.620 Richard Bornstein: Well, research, which I think you referred to earlier is crucial, I always look for a little try to look for a little bit of information, so I could.

00:12:11.580 –> 00:12:26.190 Richard Bornstein: refer to it in the interview, so they knew that they weren’t you know, whoever my subject was that I wasn’t just somebody like filling out the form and I noticed when I got that emotional connection with the subject, I was going to get a much better interview.

00:12:26.340 –> 00:12:28.860 Richard Bornstein: So that was the biggest thing I took away.

00:12:28.980 –> 00:12:41.100 Joseph McElroy: I think I think that’s important I think that’s important it to this day to this moment to know before this promote a moment ago on the podcast I was researching right I think researching is what makes.

00:12:42.180 –> 00:12:47.250 Joseph McElroy: You know, makes a difference between good content great content yeah.

00:12:47.430 –> 00:12:48.870 Joseph McElroy: And so, you made a jump.

00:12:49.200 –> 00:12:51.750 Richard Bornstein: yeah I did yeah but no, you said something earlier well.

00:12:52.320 –> 00:12:53.790 Richard Bornstein: yeah I don’t mean ahead.

00:12:54.000 –> 00:13:02.580 Richard Bornstein: yeah you know it’s interesting, you said you sent out a tweet that went, you know that went viral that you know made you a full Kara which, which you know God bless you because you know.

00:13:02.940 –> 00:13:17.250 Richard Bornstein: We should all have those moments I had something similar back when I was working at Goldman on a movie called the Madison King George and that was based on a book called or a play that was about.

00:13:18.300 –> 00:13:30.780 Richard Bornstein: George the fifth, I believe, and so I went around and I started telling people, hey the only reason we changed the name is that we don’t want people to think that they missed the first four parts of it.

00:13:31.890 –> 00:13:40.380 Richard Bornstein: The sequel and I got worldwide coverage on that, I mean you know people picked it up, so it was kind of it was pretty in the pre tweet days, but again.

00:13:40.530 –> 00:13:48.270 Richard Bornstein: It was the same thing and you’d be surprised to say oh really yeah really what happened, the first four parts like oh Come on, you know, like.

00:13:49.470 –> 00:13:52.320 Richard Bornstein: That so you know what goes around comes around.

00:13:52.680 –> 00:14:04.230 Joseph McElroy: Well, I think I think I think I think cleverness always counts mean friends and the right clever line can sometimes be more than all the other things that you can do.

00:14:04.500 –> 00:14:04.800 Richard Bornstein: Right.

00:14:04.980 –> 00:14:14.280 Joseph McElroy: We have to take it, we already got to take our first break I was long-winded in the first part, but I usually am and we’ll come back and talk more about your career and then get it then dig into what you think about COPs.

00:16:28.800 –> 00:16:36.570 Joseph McElroy: hello, this is Joseph Franklin McElroy back with the wise content creates wealth podcast and I guess Rich Bornstein.

00:16:37.020 –> 00:16:45.120 Joseph McElroy: so rich, you know when you’re when you look at a sports reporter of the past, and you know and now even when I look at you, you think of.

00:16:45.690 –> 00:16:58.320 Joseph McElroy: Some ways of that hardboiled guy that do are sit in the back room talking to the people drinking, you know, having a cigar and drinking beer, and so there you are a young guy coming in the sports world and doing this and then all of a sudden.

00:16:58.800 –> 00:17:05.070 Joseph McElroy: You jump towards his brother in the publicity department that’s sort of a big career change what made that happen.

00:17:05.160 –> 00:17:13.500 Richard Bornstein: Well, you know I mean we laugh about it now I laugh about it, but it was a big deal because they used to say you have ink in your veins when you’re a newspaper guy.

00:17:13.800 –> 00:17:15.030 Richard Bornstein: And how how.

00:17:15.060 –> 00:17:27.360 Richard Bornstein: dare you, you know, make the leap to publicity, so I just looked in a crystal ball, basically, I was doing a lot of freelance writing and I did a story on bill Bixby who you might or may remember.

00:17:27.600 –> 00:17:28.440 Richard Bornstein: He was in.

00:17:29.190 –> 00:17:35.790 Richard Bornstein: The original my favorite martian he was in a courtship very his father, I mean I mean as a kid who didn’t love that show right.

00:17:36.960 –> 00:17:44.730 Richard Bornstein: And then you know, he did a lot of things, and so I was dealing with somebody from Warner brothers and I said hey.

00:17:45.210 –> 00:17:58.350 Richard Bornstein: What do you do, besides sit in my interviews, you know or set my interviews up I said, can I come out and pick your brain and he said sure don’t just talk to me talk to my boss, and I said okay great and ended up being a job interview.

00:17:59.610 –> 00:17:59.970 Richard Bornstein: and

00:18:02.070 –> 00:18:07.710 Richard Bornstein: I don’t know my and you know actually put a tie, on which was ridiculous.

00:18:09.780 –> 00:18:21.630 Richard Bornstein: And I sat in there, and he said, well, would you consider what I consider doing what they do and I said I said sure they said, well, would you consider doing it for X amount of dollars and I went like I mean I had to hold myself up on the couch because.

00:18:22.800 –> 00:18:29.220 Richard Bornstein: You know it wasn’t really making much money as a sports writer, I was again looking there were some factors.

00:18:30.270 –> 00:18:40.860 Richard Bornstein: You know my boss at the time, is to say to me, ah, you know when I first moved here, I live, I live room and board for 90 bucks a week and I lived here and I go do the world the worlds changed but.

00:18:41.220 –> 00:18:47.520 Richard Bornstein: Anyway, so I jumped out and it was career-changing, obviously, but it was life-changing.

00:18:48.630 –> 00:18:57.750 Richard Bornstein: My initial goal was to continue to write and do freelance stuff which I did, but when you get working you just can’t so my writing was.

00:18:59.010 –> 00:19:07.440 Richard Bornstein: limited to what I was doing professionally but here’s a great story, so we were redoing the press kits for Warner brothers TV.

00:19:07.920 –> 00:19:16.470 Richard Bornstein: And so, he had my boss had mocked up to sing and it was all going to be, you know Greek letters In it, he said, all it doesn’t matter.

00:19:16.830 –> 00:19:24.480 Richard Bornstein: And that’s it that’s ridiculous it should be real if this is going to have all our press materials, he said, will you do whatever you want, so I wrote the history.

00:19:24.840 –> 00:19:34.170 Richard Bornstein: Of Warner brothers television, which had not been done okay before and it went on all of our press kits Okay, so now we flash forward I’ve started my own company.

00:19:34.650 –> 00:19:41.400 Richard Bornstein: In the 2000s at some point, I’m in Warner brothers and I’m waiting for some interview to start, I see it, all I see is a press kit.

00:19:41.970 –> 00:19:47.190 Richard Bornstein: And I said oh that’s, what do you have my old press kits laying around there and they said, what do you mean oh that’s brand new.

00:19:47.790 –> 00:20:00.420 Richard Bornstein: They used them like 20 3040 you know they were still using what I created that my boss said oh yeah do it if you want to so just you know it was kind of fun and kind of made me feel good for five seconds, you know.

00:20:00.450 –> 00:20:02.220 Joseph McElroy: that’s great oh yeah definitely.

00:20:03.390 –> 00:20:15.630 Joseph McElroy: But you know it’s interesting because I mean the sports writing you think about it is is all about writing content, but once you get into publicity, besides the relationships that you have to have it becomes about content right.

00:20:15.990 –> 00:20:18.780 Richard Bornstein: You know the world has changed yeah.

00:20:19.470 –> 00:20:21.090 Richard Bornstein: I don’t need to tell you in those days.

00:20:21.270 –> 00:20:31.140 Richard Bornstein: It was important that you could write that you can express yourself that you had a pitch you just you didn’t call somebody and say you know hey I want you to know someone so you actually had to have an angle.

00:20:31.440 –> 00:20:39.930 Richard Bornstein: You know what you know I need you to you know I want you to talk to someone, so why, and then it well, not just because he or she’s in a new project, but what makes it interesting.

00:20:40.290 –> 00:20:47.760 Richard Bornstein: And I think those days are changed now it’s like what names, you have and all that kind of thing well if you do something here then i’ll do it for you there.

00:20:48.390 –> 00:20:58.230 Richard Bornstein: When I started it was really about developing relationships and giving them a reason to you know be interested in whatever you were talking about so.

00:20:58.740 –> 00:21:05.760 Joseph McElroy: I think I think video, I think that the PR world and some degrees haven’t realized that yeah the.

00:21:06.900 –> 00:21:22.260 Joseph McElroy: relationships and that what you’re talking about is important part of it, but you know the content marketing is really taken a lot of what PR used to do you know SEO things like that, and so, which is all content-driven it’s dramatically content.

00:21:22.260 –> 00:21:40.500 Joseph McElroy: driven and you know I don’t see PR firms becoming that hybrid PR slash SEO firms that they should right, and you know, I think that content writing is eventually going to become hugely important for the PR firms but.

00:21:41.190 –> 00:21:44.280 Richard Bornstein: there’s no question, there, there is really no question about.

00:21:45.600 –> 00:21:56.190 Richard Bornstein: You know that it’s all interrelated, I mean look I don’t do is I can do it for you, you came to me and I’d say hey you know, this is what I think you ought to do, Joseph.

00:21:56.490 –> 00:22:10.680 Richard Bornstein: And you if you’re greeted me with then we do it for me it’s a little harder, because I, I hear the sound of my voice and I go yeah you sound awful you know, and I look and I go way way way you have a forehead and I’m going to five head I don’t really like myself on camera.

00:22:10.860 –> 00:22:12.030 Joseph McElroy: Or you have hair.

00:22:14.160 –> 00:22:15.810 Richard Bornstein: Not according to my friends, they are.

00:22:18.120 –> 00:22:20.310 Richard Bornstein: Already, my friends that say you don’t have anything so.

00:22:20.520 –> 00:22:22.260 Richard Bornstein: You know, you know there’s a little bit you know.

00:22:22.680 –> 00:22:30.780 Joseph McElroy: I cut all my hair often whenever 1935 because it was going, and I just went with it, you know the funny thing was is the first day I did it.

00:22:31.230 –> 00:22:42.870 Joseph McElroy: I also got interviewed by CNN for something and what it was like a man on the street thing, but they told me when I was gonna be on the TV and I told my mom to go watch that was gonna be on TV and she go watch it she didn’t tell me you shave your head.

00:22:45.060 –> 00:22:45.660 Richard Bornstein: yeah.

00:22:45.780 –> 00:22:46.200 Richard Bornstein: It sounds.

00:22:46.530 –> 00:22:54.240 Richard Bornstein: Like that’s why I like to shoot myself up here, you know so they don’t you know it doesn’t become a six head, you know I get it, I can but you Rockin Joseph.

00:22:55.260 –> 00:22:55.800 Richard Bornstein: pull that off.

00:22:57.030 –> 00:22:58.830 Joseph McElroy: A great profile so so it works.

00:23:00.240 –> 00:23:10.200 Joseph McElroy: But you ended up, then you had stints at the paramount pictures head of national film feature film publicity, then the sound Samuel goal is the head of worldwide marketing.

00:23:10.320 –> 00:23:13.260 Joseph McElroy: You have some great success, you got any stories, you tell us for.

00:23:13.260 –> 00:23:15.390 Richard Bornstein: Well, as a few stories, I mean you know.

00:23:16.560 –> 00:23:21.450 Richard Bornstein: I really I lot of people like talk about American gladiators because.

00:23:24.000 –> 00:23:33.300 Richard Bornstein: We started out with just you know, it was a TV show and the criticism that we got with the demise of television what’s going to be next public and executions.

00:23:33.570 –> 00:23:45.510 Richard Bornstein: And all this kind of crap that we got I mean I mean I got calls from people around the world from people like George will that want to do a piece on it and TV guide made great fun of us, which at that time was the most.

00:23:46.560 –> 00:23:58.140 Richard Bornstein: widely circulated magazine that was out there, but in looking back you realize that what we were doing is that became the future of television, it was a reality show okay.

00:23:58.380 –> 00:24:06.060 Richard Bornstein: And you know Look, we learned along the way we know what what potholes to to avoid, in other words.

00:24:06.660 –> 00:24:17.730 Richard Bornstein: When we first started, we were going to give everybody goes wrestling personalities, but it was real competition, so we invite all the press out, it was packed into our first taking.

00:24:18.330 –> 00:24:24.720 Richard Bornstein: And we had this character by the name of malibu and there was just one event where they would.

00:24:25.380 –> 00:24:31.110 Richard Bornstein: People would go like from 40 feet away, I think, and they would fly through the air and they try to knock the guy out this pedestal.

00:24:31.890 –> 00:24:47.070 Richard Bornstein: And and Miss time from the pad and the guy actually had a footprint right here in his forehead and it knocked him, I sent him flying he had to go to the yet to go to the to the emergency room he had 20 some stitches I believe.

00:24:47.460 –> 00:24:49.740 Richard Bornstein: And then he came back and he met with the press.

00:24:50.010 –> 00:24:59.640 Richard Bornstein: And the press settles time, you know that that looks pretty ugly and he goes oh hey man i’m malibu I just went down and got some you know I went to the beach got grabbed some rays and i’m good to go.

00:25:01.380 –> 00:25:04.560 Richard Bornstein: And I could see the media at that moment go this is bullshit.

00:25:04.860 –> 00:25:19.920 Richard Bornstein: So, and we realized that the those nonsensical personalities and we had actually scripted you know what they want, what we want him to be where it had it had to go right then in there, because it was real.

00:25:19.950 –> 00:25:31.350 Richard Bornstein: authenticity, it was real and that’s why I persevered, and look there have been so many copy cat shows from that, I mean American ninja warrior is, I think, is on now, I mean like I mean.

00:25:31.920 –> 00:25:41.790 Richard Bornstein: they’ve been so many copycats shows all from that simple premise of moto and I actually went around the country with the producers.

00:25:43.350 –> 00:25:51.960 Richard Bornstein: Using my skills in the interviewer where we would find you know we would interview people, and then we go back and it would go back and figure out who they wanted on the show so.

00:25:52.350 –> 00:26:01.050 Richard Bornstein: That was actually that was fun, that was a Goldwyn, which was you know, that was a studio known for prestigious art films, so the fact that we were.

00:26:01.470 –> 00:26:10.770 Richard Bornstein: Dealing with Shakespeare, or what other serious films and do an American gladiator it was fantastic it really was a great time.

00:26:11.400 –> 00:26:24.450 Joseph McElroy: So you know, the question that you know, I think that you’re a brand expert right and so don’t you think that the days when the brand could not live authentically to what they’re doing is sort of over and you really have to be authentic to the brand now.

00:26:24.840 –> 00:26:26.010 Richard Bornstein: Oh don’t absolutely.

00:26:26.310 –> 00:26:36.660 Richard Bornstein: yeah I mean look first of all you’re you’re a keystroke away from being discovered, so I mean you have to be authentic and that’s where the emotional connection comes in that’s where.

00:26:37.530 –> 00:26:47.310 Richard Bornstein: storytelling comes in, because if you look what’s going to set you apart from everybody else that does what you do if you listen to, even though the.

00:26:48.120 –> 00:27:03.960 Richard Bornstein: You know, even the ads that leading up to us talking, today, telling your story why content is important, you know let’s differentiate ourselves and all that is is it’s the emotional connection it’s being authentic and telling people why they need to pay attention.

00:27:04.350 –> 00:27:15.780 Richard Bornstein: Then I have my own theories about you know how best to do that, but you know you do it more in the printed side of things, it sounds like I believe in the power of video you combine the two and you’ve hit a home run.

00:27:16.110 –> 00:27:20.730 Joseph McElroy: Well, you know my This is my foray into podcasting is the realization that.

00:27:21.600 –> 00:27:30.120 Joseph McElroy: You know, we know in my field SEO and content, marketing, it has been a lot of print, but now it’s becoming heavier and video and I need to.

00:27:30.480 –> 00:27:44.940 Joseph McElroy: You know I need to get into the space and understand it, you know, and now you got these audio audio-only platforms like clubhouse and things like that, so the world’s changing again, and you know, so it all it’s become a holistic approach to content.

00:27:45.090 –> 00:27:50.070 Richard Bornstein: Well, you know, because you have me on the show i’ll give you a special deal we’ll talk afterward and.

00:27:50.070 –> 00:27:50.700 Joseph McElroy: Then all right.

00:27:53.070 –> 00:28:02.700 Richard Bornstein: Now there’s a lot of ways to incorporate video and really that’s to me that’s, the only way to the most effective way to get your point across.

00:28:03.960 –> 00:28:10.890 Richard Bornstein: they’ve done the studies 90% of retention 90% plus more effective.

00:28:11.220 –> 00:28:11.760 Joseph McElroy: I mean.

00:28:11.880 –> 00:28:16.080 Richard Bornstein: there’s a reason, people are reading the newspaper there they’re taking the soundbite.

00:28:16.470 –> 00:28:25.530 Joseph McElroy: Honestly, though, and SEO we started looking into we run some Ai protocols to understand what contents working and we were doing it for construction companies big.

00:28:25.950 –> 00:28:37.860 Joseph McElroy: Construction recently right, and you know we look for something called share voice what contents got share voice 60% of the share of voice or these cars construction industry was video.

00:28:38.070 –> 00:28:45.630 Joseph McElroy: Right right I’m in seo alright, so now all of a sudden it changes the whole game you got to go, create a bunch of video content.

00:28:45.870 –> 00:28:55.560 Richard Bornstein: Listen I’ve had conversations we this one company was wrong the construction company was wrong by some of them went in we had we went out and created them.

00:28:55.890 –> 00:29:10.110 Richard Bornstein: protesting and then you know I interviewed the guy like you know why and so yeah it’s every industry and when people realize that it’s every industry it’s not like oh yeah I mean I, I have the same conversations with nonprofits.

00:29:10.440 –> 00:29:10.860 Joseph McElroy: yeah.

00:29:10.890 –> 00:29:15.210 Richard Bornstein: You better differentiate yourself, especially now, where the dollars are tighter you.

00:29:15.660 –> 00:29:25.590 Joseph McElroy: Better tell your story, why do you gotta do the whole content thing, so we need to take a break and we’ll come back, I want to get really dig into your philosophy and content, what you do right.

00:31:29.820 –> 00:31:47.640 Joseph McElroy: hello, this is Joseph Franklin McElroy back with the wise content creates well podcasts and my guest Richard Bornstein so Rich I seen your LinkedIn profile you call yourself a magic content Creator, so what is magic content or is it, magic content creator.

00:31:49.350 –> 00:31:58.350 Richard Bornstein: Well that’s because yeah you can’t just go out and create content, you have to position yourself, I like to think it’s magic again, I believe that I can.

00:31:58.770 –> 00:32:07.650 Richard Bornstein: grab those nuggets out of you that I can do my research and then I can showcase what it is that makes you special that’s why I call it magic content creator.

00:32:08.850 –> 00:32:18.210 Richard Bornstein: Because I’m not just going ABC D I’m actually delving into what really is special about you, your company your product your project.

00:32:18.630 –> 00:32:32.670 Richard Bornstein: Because that’s what life is about I mean it really is what our lives are about what do you pay attention to, I mean you pay attention to the things that connect with you on an emotional level because we’re getting bombarded from the time we get up to the time we go to bed so.

00:32:33.780 –> 00:32:36.720 Richard Bornstein: emotions are the things that drive us.

00:32:36.990 –> 00:32:46.380 Richard Bornstein: And so, everything now is it’s all a personal story and that’s it’s how you tell that personal story that differentiates you in my opinion.

00:32:46.740 –> 00:32:55.200 Joseph McElroy: Do you think that’s That is why content is so important now is that there’s that authentic authentic touch of emotion that you have to reach somehow.

00:32:55.650 –> 00:33:06.780 Richard Bornstein: Absolutely, a look and things are fleeting I mean i’m done, I mean could there have been a hotter company than peloton you know come on peloton all that stuff they’re gone.

00:33:07.170 –> 00:33:16.830 Richard Bornstein: yeah hey now there’s a lot of reasons for that, but that just shows you how fleeting it is you know one moment you’re on top of the world, the next you know you’re you know you’re evaluating.

00:33:17.220 –> 00:33:19.410 Joseph McElroy: They just did some really bad.

00:33:19.980 –> 00:33:22.080 Richard Bornstein: videos yeah if they did.

00:33:22.350 –> 00:33:23.460 Richard Bornstein: But what i’m saying is.

00:33:23.550 –> 00:33:28.620 Richard Bornstein: One day you’re emotionally connected and the next day you’re you know you’re gone and so.

00:33:29.340 –> 00:33:34.350 Joseph McElroy: That is the flip side of what you know why is content is unwise content.

00:33:34.980 –> 00:33:37.410 Joseph McElroy: Absolutely goes viral and destroys you.

00:33:37.470 –> 00:33:37.710 Joseph McElroy: Right.

00:33:38.040 –> 00:33:39.480 Richard Bornstein: Oh used to be, you know used to.

00:33:39.480 –> 00:33:51.960 Richard Bornstein: Be you know the way they say any publicity there’s no such thing as bad publicity that’s not true, I mean that that’s not true anymore, I mean in the days of in our you know today’s world and social media where it’s all driven by that.

00:33:52.410 –> 00:33:52.860 Joseph McElroy: I mean.

00:33:52.890 –> 00:33:54.780 Richard Bornstein: yeah bad publicity can kill you.

00:33:55.890 –> 00:34:00.000 Richard Bornstein: From a business standpoint, so why you got to be careful with stuff.

00:34:00.120 –> 00:34:09.840 Joseph McElroy: It is you know, though, you know I think we have, unfortunately, we do have a polarized society so bad publicity and one tribe can be good publicity and the other right.

00:34:09.900 –> 00:34:10.920 Richard Bornstein: there’s that yeah there’s.

00:34:12.750 –> 00:34:26.820 Joseph McElroy: No, I technically had bad publicity in rural North Carolina when I did a vaccine mandate, but it was good, but it looks easy to get a national audience to kind of do my little my mountain resort right so so it happens so.

00:34:27.360 –> 00:34:28.650 Joseph McElroy: You obviously.

00:34:29.550 –> 00:34:38.550 Joseph McElroy: You know, in our discussion, you know you used to be a writer, but now you’re mostly in video, and you are a big proponent of video content why.

00:34:39.600 –> 00:34:44.130 Richard Bornstein: Well, again, you are your best spokesperson generally speaking.

00:34:44.520 –> 00:34:55.710 Richard Bornstein: Again, we always point out all the flaws and ourselves like I said I can’t stand my own voice and all like my receding hairline you know, maybe i’m a few pounds heavier than I really want to be.

00:34:56.070 –> 00:35:01.410 Richard Bornstein: But you’re still you’re still the best person to tell your story and.

00:35:02.220 –> 00:35:07.860 Richard Bornstein: How do you do that, I mean you’re going to write either you’re going to write something and nobody’s going to read that’s you know you’re going to write a.

00:35:08.070 –> 00:35:15.900 Richard Bornstein: business plan no it’s just it’s you being authentic it’s you just talking directly the camera or if someone’s interviewing you.

00:35:16.290 –> 00:35:28.110 Richard Bornstein: You know, setting it up a certain way just saying hey I got into this because then, I believe in this, I mean look at everything that we stick with us today, I mean.

00:35:29.190 –> 00:35:34.620 Richard Bornstein: You like the NUTS calm guy he says yeah my grandfather started this all the time and.

00:35:34.950 –> 00:35:44.910 Richard Bornstein: Well, that differentiates them it’s a family business, you know he talks about the love that goes into it okay and boom, all of a sudden now it’s not eating not just NUTS calm oh that’s a.

00:35:45.360 –> 00:35:56.340 Richard Bornstein: Great family that’s been doing it okay um you know it’s the real estate guy that says we’re not discounting realtors we are professional realtors we just give it to you, less expensive.

00:35:57.300 –> 00:36:08.070 Richard Bornstein: You know, with a more at a rate that you’re gonna enjoy that’s creating a bond with your audience and that’s why I believe in it and what’s the best way to do that video.

00:36:08.430 –> 00:36:16.650 Richard Bornstein: Because people want to see you they don’t just want to hear you and they sure as heck don’t want to read, they don’t want to read it, because they won’t I mean.

00:36:17.820 –> 00:36:18.870 Richard Bornstein: it’s just what it is.

00:36:19.140 –> 00:36:27.780 Joseph McElroy: So you know in Canada neon wrote content mechanic that I’ve been used to you know there’s you know we go through the phases you gotta get you got to overcome people not liking you right.

00:36:29.010 –> 00:36:41.280 Joseph McElroy: And then they got to be nonskeptical, then you actually get that you have to do something to get them taken action, what are you doing video to actually you know go from getting them to like you to actually get them to take an action.

00:36:42.000 –> 00:36:47.130 Richard Bornstein: Well, I mean you know, one of the things that I that I’m most proud of, and this is post.

00:36:48.180 –> 00:36:49.890 Richard Bornstein: You know the movie and TV stuff.

00:36:50.910 –> 00:36:51.870 Richard Bornstein: So adobe.

00:36:53.130 –> 00:36:53.910 Richard Bornstein: came to me.

00:36:55.350 –> 00:37:05.220 Richard Bornstein: A few years ago now, and they were they were they were basically changing their business model not that they explained any of this to me, but they were changing their business model and they were creating.

00:37:05.790 –> 00:37:16.050 Richard Bornstein: They want after-effects to be part of every anybody who was doing any sort of editing and all they wanted after-effects to be part of the vernacular like boom.

00:37:16.470 –> 00:37:28.200 Richard Bornstein: And they were changing their business model because back in the day, as you recall, used to have to get a disk and put you know, and you had to get a piece of software and all of a sudden they’re saying no we’re going to download it and.

00:37:28.890 –> 00:37:37.800 Richard Bornstein: anybody can have it and it’s going to be affordable and all that kind of good stuff well what, how do you do that, you say hey we made after effects affordable we’re going to do it, no.

00:37:38.610 –> 00:37:49.050 Richard Bornstein: There was a story, there was a story to tell and the story as they took a big movie by Martin Scorsese was was called the aviator Okay, and they hired a.

00:37:50.880 –> 00:37:58.950 Richard Bornstein: an academy award-winning effects person by the name of rob legato who is you know, one of the most renowned celebrated.

00:38:00.660 –> 00:38:15.870 Richard Bornstein: People in the industry and and and I sat with him and he showed us on any computer oh you with the software you didn’t need a million-dollar machine anymore how he created the effects for the aviator remember that had cate Blanchett Leonardo Dicaprio.

00:38:15.870 –> 00:38:27.720 Richard Bornstein: yeah Scorsese it was considered a big move, and he said rob said to me, and this is the example of a nugget that I’m proud of, is he said he said.

00:38:28.230 –> 00:38:36.990 Richard Bornstein: For a movie that was this big the you know the effects budget was this big, and so I had to come up with creative ways in order to make it feel big.

00:38:37.320 –> 00:38:46.830 Richard Bornstein: and stay within the budget boom that spoke to people they took my five minute video and shopped it around the world and it became it was a company changing.

00:38:47.670 –> 00:38:57.000 Richard Bornstein: event now i’d love to tell you that i’m smart enough to realize, and I was changing the software industry, but to me, I was just doing a gig and it was like.

00:38:58.290 –> 00:39:06.390 Richard Bornstein: I was just so pleased that he was able to make those points that I was able to capture it and we got a lot of great feedback on that I’ll give you another example.

00:39:06.750 –> 00:39:10.620 Richard Bornstein: You know I used to do a lot of work in the diabetes Community so one of the things that I was.

00:39:11.220 –> 00:39:18.930 Richard Bornstein: Again, these are the nuggets that I’m talking about video wise, so I was doing a piece on Leslie West who sadly passed away, I think.

00:39:19.380 –> 00:39:26.730 Richard Bornstein: Then the last year he was the guitarist from mountain truly one of the greatest guitarists probably walked the planet and.

00:39:27.420 –> 00:39:37.080 Richard Bornstein: and diabetes caught up with him, so I did two interviews after he lost his leg diabetes in one of the Howard Stern, and one with me, I was after him for a year to get this interview with him.

00:39:37.560 –> 00:39:48.270 Richard Bornstein: And he said in our thing was testing, you know people needed to test and he said testing wonder what the hell, did I know about testing my blood sugar I tested a microphone there’s my mother.

00:39:48.660 –> 00:39:57.210 Richard Bornstein: I knew there was my nugget so it’s Those are the kinds of things that you’re looking for, because if he just says yeah I lost my leg you’re gonna go okay great that’s really sad.

00:39:57.540 –> 00:40:06.390 Richard Bornstein: But he was able to illustrate it from you know, he said that wasn’t spelled like George Clooney I use that on twinkies and you know and the doctor said.

00:40:06.630 –> 00:40:14.820 Richard Bornstein: You know, so you got diabetes, he goes I don’t care either way you know, I was a rock star I didn’t give a shit you know, so I think those things where were.

00:40:16.080 –> 00:40:21.900 Richard Bornstein: Those little nuggets were always the things that and they really play well on video when you capture that might.

00:40:22.350 –> 00:40:23.610 Joseph McElroy: So finding those nuggets.

00:40:23.610 –> 00:40:32.400 Joseph McElroy: In the video is what the call of action is it’s a moment where they say oh, I can identify with that, and this is the actually took and I should do that too.

00:40:32.580 –> 00:40:40.410 Richard Bornstein: yeah it’s okay i’m doing some work for this group of doctors, that are starting this virtual assistants company.

00:40:41.220 –> 00:40:46.950 Richard Bornstein: And one of the things that one of the doctors says he says doctors just want to be doctors.

00:40:47.580 –> 00:40:57.810 Richard Bornstein: This allows us to be doctors, we don’t have to sit there, we have now, we have company that you know that will do all the vetting I don’t have to you know go through whatever I save money.

00:40:58.590 –> 00:41:06.900 Richard Bornstein: there’s your at your call to action and it’s your nuggets and so it’s not like oh yeah we’re we’re starting a va company who cares.

00:41:07.320 –> 00:41:17.040 Richard Bornstein: But but they’re speaking to a group of people, and what better line is it then doctors just want to be doctors, I mean you know that’s there There you are, and those kind of things that.

00:41:17.070 –> 00:41:24.870 Joseph McElroy: What is your, what is your process for philosophy of accomplishing getting that nugget or building this conference.

00:41:25.080 –> 00:41:36.480 Richard Bornstein: Well, I mean I think part of it is a lot of its research, you know again go back to my writing background ago what’s going to make this interesting to the most people what’s what’s your target audience.

00:41:37.650 –> 00:41:40.950 Richard Bornstein: You know how do you reach them well you know mistake people make is they think.

00:41:42.540 –> 00:41:44.700 Richard Bornstein: You should always play to your strengths.

00:41:45.270 –> 00:41:49.500 Richard Bornstein: You don’t go after your weakness and you know the oh I know i’m going to get those people.

00:41:49.710 –> 00:41:57.510 Richard Bornstein: You play to your strengths So who is your target audience and what’s going to make them pick up their errors and say and become a believer become a champion of you.

00:41:57.840 –> 00:42:06.690 Richard Bornstein: So that’s that’s part of my process, just like like if they said hey do you know do a story on you, I would research you I would figure out.

00:42:06.990 –> 00:42:14.130 Richard Bornstein: You know what makes you know what makes you interesting, at least in my opinion, I mean I obviously grab the story about you know your.

00:42:14.640 –> 00:42:31.350 Richard Bornstein: vaccine mandate and how you turn a negative into a positive there’s your nothing Okay, but again, that just that doesn’t happen by magic that’s hard work that’s asking questions that’s not being afraid to saying what about this, what about that, and maybe it’s a natural.

00:42:32.580 –> 00:42:50.430 Richard Bornstein: Naturally inquisitive naturally curious, and I just carry that over to my work, I mean you can’t be I guess you can be timid, but it’s a little harder to get those nuggets if you’re if you’re kind of in the background and not willing to ask ask the questions.

00:42:51.030 –> 00:42:56.160 Joseph McElroy: And what would some company want to do, video content what mistakes are they avoid.

00:42:58.500 –> 00:43:08.160 Richard Bornstein: Oh well, I think the mistake that most people make, and this is just my opinion is they think Oh, I was just interviewed on CNN i’m going to run that piece Okay, I was just on.

00:43:08.970 –> 00:43:20.130 Richard Bornstein: You know, I was just on cnbc i’m going to run that piece that’s that’s the common mistake nobody’s going to pay attention to that oh great there you know those are only going to be the fans are going to pay attention to that.

00:43:20.670 –> 00:43:28.260 Richard Bornstein: What they need is the voice of the company and that’s you know i’m I can’t stress that enough.

00:43:28.800 –> 00:43:38.040 Richard Bornstein: If you are the head of a company now if you don’t like your voice if you think you’re not a good spokesman fine, we will find a way to tell a story where we’re using your words.

00:43:38.370 –> 00:43:48.210 Richard Bornstein: and telling your story, but we’ll do it a different way, because you’re truly not camera ready I get it that’s Okay, but the mistake that people make is they think oh I.

00:43:48.660 –> 00:43:53.670 Richard Bornstein: You know I just spoke at this convention i’ll just run that video that’s not video.

00:43:54.060 –> 00:44:07.710 Richard Bornstein: that’s not video marketing that’s not video storytelling that’s not wise content that’s just laziness, in my opinion, and I don’t think it does you any good, the only people they’re going to look at that piece for people that already love you.

00:44:08.220 –> 00:44:12.510 Richard Bornstein: So it’s not really going to help your outreach yeah you just put yeah I was on the show but.

00:44:12.540 –> 00:44:13.890 Richard Bornstein: Your voice needs to cut through.

00:44:13.890 –> 00:44:15.750 Richard Bornstein: And I think every component.

00:44:15.780 –> 00:44:19.980 Joseph McElroy: I think that’s so important, I think that’s whether it’s written content or video content.

00:44:20.400 –> 00:44:34.350 Joseph McElroy: You know you got to know the audience and then your voter voices got to come through you know or it’s just not working anymore so it’s important, so we have to take another break and then we’ll finish up we tell us a little bit about what your company does and and.

00:44:35.730 –> 00:44:36.420 Joseph McElroy: whatnot.

00:46:36.030 –> 00:46:49.680 Joseph McElroy: hi this is Joseph rifle McElroy back with the wise content creates well podcasts and my guest rich bornstein so rich you’re working for some big companies and then you decide to go out and form your own company, how come.

00:46:51.150 –> 00:47:01.380 Richard Bornstein: You know kind of happened by accident I you know when I left go, but I got a call from sundance they were starting a new TV outlet.

00:47:02.220 –> 00:47:14.610 Richard Bornstein: became sundance TV and they said look, you know movies, you know TV, you know, marketing, you know let’s let’s do this, so I thought it was going to be a few month gig and I ended up working with them, they wanted me to move to New York, but.

00:47:15.930 –> 00:47:22.200 Richard Bornstein: There was no way I could move to New York back in at the time and um so I realized.

00:47:22.710 –> 00:47:32.250 Richard Bornstein: wow I could work I could work in my sweats I could work in my shorts you know and because we’d be on these conference calls are basically last all day long okay we’ll reconvene in an hour.

00:47:32.550 –> 00:47:40.260 Richard Bornstein: So, and then like I remember the guy that was Robert redford’s right hand man, at the time, said rich was one of those days, I never got out my bathrobe and I went like.

00:47:40.740 –> 00:47:51.120 Richard Bornstein: Oh, my God yeah because me too I wake up take my kids to school put my shorts on ago in the room, and that would be the end of that I realized this is OK, and then from then.

00:47:51.630 –> 00:48:02.550 Richard Bornstein: People started coming to me and going hey rich you want to do this, and I said yeah you want to go to Ireland, and you know do some behind the scenes yeah Okay, you want to do this with a cut a trailer for us yeah all the things that I had.

00:48:03.630 –> 00:48:16.260 Richard Bornstein: supervised, but not really done for myself, I did it for other people, and then I realized, I actually enjoy this and and I don’t need that nine to five grind now.

00:48:17.040 –> 00:48:27.660 Richard Bornstein: Now that the kids are you know, out of the House, do I wish I had that huge you know income, you know you know that from working at studios others yeah yeah I do i’m not gonna lie about that, but.

00:48:28.230 –> 00:48:34.710 Richard Bornstein: I don’t regret anything I was able to coach little League, I was able to do many things that I wouldn’t have done.

00:48:35.820 –> 00:48:39.930 Richard Bornstein: And I you know, had I been tethered to a big studio job and.

00:48:41.820 –> 00:48:43.770 Joseph McElroy: Your business it’s an up and down thing.

00:48:44.430 –> 00:48:45.150 Richard Bornstein: You know, it is.

00:48:45.210 –> 00:48:48.120 Richard Bornstein: And look i’m one of those people that I work all the time.

00:48:48.600 –> 00:49:00.240 Richard Bornstein: When i’m walking the dog i’m working you know what I mean I get up in the morning i’m working so i’m not i’ve never been someone that’s been able to carve compartmentalize so my brains always clicking in fact.

00:49:00.810 –> 00:49:10.410 Richard Bornstein: You know, one of the things I learned is that when I get you know frustrated or angry or whatever go for a walk and then all of a sudden, what seems unsolvable become solvable.

00:49:11.910 –> 00:49:15.810 Richard Bornstein: And I think when you’re when you’re at a high level job.

00:49:16.590 –> 00:49:24.270 Richard Bornstein: Your emotions are so high that I think sometimes you forget that you think you know you just use your your position and.

00:49:24.570 –> 00:49:32.070 Richard Bornstein: And you probably take advantage of that so I try to fold those things, and I mean what I tell people, because a lot of people look at me especially when i’m dealing with.

00:49:32.460 –> 00:49:42.120 Richard Bornstein: Other entrepreneurs well you know if you worked in all this, Oscar stuff, what do you want to help us, for I love telling stories, if I can help you.

00:49:42.600 –> 00:49:56.070 Richard Bornstein: get to the next level, if I can help you launch and and become successful and makes me feel really good why because you’re a real person Okay, you know you’re you’re providing for your family or whatever your goals are.

00:49:56.430 –> 00:50:03.270 Richard Bornstein: That that you know there’s something to be said for, for you know, being able to do that, so I enjoy the big and the little.

00:50:04.500 –> 00:50:06.360 Richard Bornstein: It doesn’t matter of fact, you know some of the people.

00:50:07.410 –> 00:50:22.560 Richard Bornstein: You know that that have a little idea and get bigger they’re really fun, I mean it’s it’s really exciting to be able to take them, you know, to the other level and bring the experiences that I’ve had and kind of keep the philosophy, so they.

00:50:23.040 –> 00:50:27.270 Richard Bornstein: So they can you know they can do it then that’s really you know what I do.

00:50:27.750 –> 00:50:34.800 Joseph McElroy: So you help companies build creativity also help them how to use that video to do effective marketing.

00:50:34.860 –> 00:50:50.910 Richard Bornstein: yeah what I do I’ve been pretty straightforward philosophy, first of all, even though I do go longer sometimes I think your main video really should not be more than two minutes I mean they’ve done studies, most people will not watch a two-minute video all the way through if they don’t.

00:50:51.120 –> 00:50:51.360 Joseph McElroy: Have any.

00:50:51.690 –> 00:51:00.960 Richard Bornstein: interest but still I use a 92nd two minutes that’s, the main one, and then I cut that down to a 60 that’s for Instagram.

00:51:02.580 –> 00:51:09.960 Richard Bornstein: can’t be any more than a 16 and then I do a 30 for Twitter, because you can’t run anything more than that, and I tell people okay.

00:51:10.290 –> 00:51:22.170 Richard Bornstein: These are the tools you’re going to need also the shorter ones are your outreach for your email outreach I do teach people try to you know, try to tell them how to do it one conversation I had with somebody.

00:51:23.730 –> 00:51:35.340 Richard Bornstein: was just with these doctors, you know some well-known after doctors and I interviewed like his Chief of Staff, one of the nurses and she said it, I said there’s your Instagram piece, and because.

00:51:35.850 –> 00:51:53.220 Richard Bornstein: Well, that doctors are looking at instagram I go, I know, but the people that are hiring and when to use your service are and her voice is talking to them and look I can’t force them to do it, all I can do is create the content say here, it is, but you know I believe strongly in that.

00:51:54.030 –> 00:52:08.490 Joseph McElroy: No it’s it’s good you know what you say resonates even 10 years ago I was working with a lot of personal injury lawyers even back then they had a need for video content and what they needed a lot of testimonials from clients.

00:52:08.790 –> 00:52:13.260 Joseph McElroy: yeah it couldn’t, be they couldn’t be very long people would watch him, but it can be a minute.

00:52:13.320 –> 00:52:21.030 Richard Bornstein: yeah and that’s The other thing too I do a lot of testimonials you know and there’s an art to doing that, too, because the guy you know one guy says, well, I just use anybody and I go no.

00:52:21.510 –> 00:52:37.050 Richard Bornstein: it’s you still gotta tell it’s still going to be a story it’s still going to look it’s still got to look professional it still needs to resonate with your audience you can’t just throw it against the wall and say I am that’s good enough that’s not really how the world works yeah so.

00:52:38.250 –> 00:52:43.830 Richard Bornstein: you’re right testimonials are very, very important, but again there’s an art to doing those in my opinion, as well.

00:52:45.450 –> 00:52:48.870 Richard Bornstein: You can have a six minute testimonial I think it’s going to help yeah.

00:52:49.260 –> 00:52:53.550 Joseph McElroy: So they will be companies bornstein media How do people find out more about you.

00:52:54.690 –> 00:53:01.770 Richard Bornstein: Well, they can you know they can look me up on linkedin they can you know go to my website bornstein media.com and you know.

00:53:02.250 –> 00:53:16.440 Richard Bornstein: Hopefully i’m all over the Internet, maybe not as much as i’d like to be because I don’t know I just started my own video series, you know you know, but sometimes I get busy working for other people, but that’s really the easiest way.

00:53:17.400 –> 00:53:18.900 Joseph McElroy: And if they call you or reach out.

00:53:19.260 –> 00:53:20.430 Richard Bornstein: and call me as much.

00:53:20.520 –> 00:53:21.570 Joseph McElroy: what’s your process.

00:53:21.720 –> 00:53:23.490 Joseph McElroy: what’s your process to onboard somebody.

00:53:23.580 –> 00:53:24.300 Richard Bornstein: To go out it’s.

00:53:24.330 –> 00:53:33.450 Richard Bornstein: You know I want to find out what their pain points are, I want to find out what their challenges are, I want to want to find out what keeps them up at night, and I want to find out their goals.

00:53:34.560 –> 00:53:46.440 Richard Bornstein: I call myself a solution, just because I never had the ability or the or really the privilege of saying I don’t know I mean, I might say that I don’t have an incident, but.

00:53:46.950 –> 00:53:53.550 Richard Bornstein: I have always had to come up with solutions to whatever the challenges and I pride myself on that, so I want to know what.

00:53:53.880 –> 00:54:06.330 Richard Bornstein: I want to know the person or the company or the product or the projects challenges are like said what what their pain points are what what their goals are what their specific goals are not, I want to rule the world okay that’s great.

00:54:07.590 –> 00:54:07.830 Joseph McElroy: But.

00:54:08.940 –> 00:54:09.540 Joseph McElroy: I do.

00:54:11.130 –> 00:54:12.900 Richard Bornstein: But there are attainable goals.

00:54:13.260 –> 00:54:18.600 Richard Bornstein: You know what the steps are and then that’s really my it’s a very simple conversation.

00:54:19.710 –> 00:54:25.860 Richard Bornstein: And reader a good fit or not I mean it’s it’s um you know the the frustrating part of it is.

00:54:26.250 –> 00:54:37.380 Richard Bornstein: When I talk to people, I know that I could help them and then they they put me on the back burner, they say Oh, you know well i’ve spent such you know I spent all this on this and I go well you’re silly.

00:54:37.860 –> 00:54:43.530 Richard Bornstein: I mean you know it’s been a gazillion dollars on a coach but but it hasn’t helped you because you still need the next part of it.

00:54:43.950 –> 00:54:48.960 Richard Bornstein: what’s the next part you need to create content wise content as you put it.

00:54:49.290 –> 00:54:50.130 Richard Bornstein: To help you.

00:54:50.280 –> 00:54:53.220 Richard Bornstein: to differentiate you to cut through the noise.

00:54:53.490 –> 00:54:55.980 Joseph McElroy: And you need a magic content.

00:54:55.980 –> 00:55:01.170 Richard Bornstein: creator to create why absolutely and I that’s why you know, work together in the future right so.

00:55:01.170 –> 00:55:10.020 Joseph McElroy: I want to thank you, being on the show it’s been a pleasure talking to you, I think that this, this will be an episode that will repeat several times so.

00:55:11.250 –> 00:55:18.810 Joseph McElroy: This is good wise well why is content creates wealth podcasts it’s on the top radio dot nyc network.

00:55:20.070 –> 00:55:23.250 Joseph McElroy: Where there’s a lot of live podcasts I recommend you investigating.

00:55:24.060 –> 00:55:29.910 Joseph McElroy: Talk radio dot nyc to find some content that might be worthwhile we’ve listened to it right ranges from.

00:55:30.300 –> 00:55:41.280 Joseph McElroy: From the business to travel to New York to self help all sorts of things, in fact I run a separate podcast on this network called gateway to the smokies it talks about my my.

00:55:41.970 –> 00:55:48.630 Joseph McElroy: Tourism resort and areas and the great smoky mountains national park and that’s on Tuesdays from.

00:55:49.050 –> 00:56:00.210 Joseph McElroy: from six to seven, and this one runs every Friday from one to two and I appreciate everybody being here my company is Galileo tech media go to Galileo tech media COM.

00:56:00.480 –> 00:56:10.350 Joseph McElroy: To find out more about the services of content marketing seo and creating wise content There again, thank you very much and see you guys next week.