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Big Seminar 2 – San Francisco, California
Mike Stewart

Mike: Thank you. Do you know what that was? That was the first audio information
product in 1877 by one of my heroes Thomas Edison. Thomas Edison invented
recording in 1877 and this was his ad, I don’t know did Paul Hopkins write this
ad? I want to see a phonograph in every American home. That’s a great positive
statement about audio information products. You can learn to record yourself and
that’s what I want to talk about today and what I want to show everyone is that I
don’t want to record you. I did that for 25 years in a recording studio in Atlanta,
Georgia.

I’ve worked with ad agencies. I’ve done national records. I’ve done national
commercials. I’m a composer, a musician, we won’t evaluate that right now, but I
wrote music and I understand the psychological power of using all these tools to
help convey messages and it raises the bar of the quality of your audio
information product. So what my talk about here is how to create high quality
profit generating audio information products, so I’ve got the aid of my little slides
here that will keep me on focus. That’s the reason I brought my guitar up here is
because when I come into these places I’m usually coming to a gig so at least now
as I go this is up here…anyway audio information products.

They create an incredibly powerful medium for marketing, learning and
entertainment. People do learn more and faster by listening than reading and I’m
a great example of that. I bought Think and Grow Rich 20 years ago; I read it five
times and it never made one bit of sense to me. I read it over and over again it
was just out there. I bought the CD, I listened to them in the car one time and it
changed my life, it doubled my business and it made me take the actions and get
the burning desire about being passionate about audio. It made me take the
actions to do the things.

I can trace how I got to this point today from the fact that I sent an email to Ken
McCarthy because he dared me on an audiotape. On an audiotape I was listening
to in my car, he said if you have a good idea email me and I thought okay, he
dared me I’ll do it. I’ll never forget the email that I got back a month later. He
says I’m too busy, but I know this guy named Alex Mandossian maybe he can
help you. That was two years ago, so I’m very grateful for the fact that I did learn
these things, but I had to learn it because I’m an auditory learner I’m not a text
learner.

Thirty five percent of us out there, if you create information products, 35% of the
population, I researched this because I wanted to know how many other people
like me are there. The most beautiful thing I used to know about creating
audiovisuals is that the other 65% of the people are visual learners, they can read
and they can comprehend. The way I used to get book reports and get A’s on
book reports is because I always got it if they had a movie of it or cliff notes that’s
the only way I could do book reports. I can’t read. I can’t read fiction because I
keep going this isn’t true this isn’t true.

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So the things that I want to talk about is the emotional power of audio and why its
important. Why its necessary for every information marketer to learn how to use
these tools to make their audio products say more and I can demonstrate here the
power of these techniques. Joel Christopher told me, he said one book that
changed his life was, and I’m still reading it I’m trying, I wish there was an audio
book of it, but it was about how to be an authority in your field in less than 60
days. Robert Bligh is the author and the one thing I did like that he said, he said if
you create an information product he says replicate it in audio because he says
you’ll find out that people will up sell that. They’ll buy both they like to have
both, so if you have this content, replicate it in other formats and audio is a great
way.

One of the things, the fact about audio conveying emotion lets talk about copy.
There is some copy, short little sentences, oh no is the response. Lets here it in
audio. Another set of copy with the same response. Same text again did the copy
change? No. Same copy, different audio and this is one of the things that Alex
has talked about on Paul’s is the fact that you can close your eyes and you
wouldn’t have known what the other copy was, but you knew the response and the
emotions and that’s the power of sound. It personalizes it.

I got into the web because I wanted to sell audio and I kept thinking that because I
can’t read any of these sales letters and understand them I wish somebody was
talking to me about it. I said I want to figure out, I know how to make audio, but I
want to know how to make websites talk so I started building websites with sound
in 1997 and it was pretty limited back then. I said I want to figure out how to
deliver what I understand over the Internet and that’s what made me go and
research all these ways of doing things. These are some other research facts I’ve
found and these other defenses of why learning to do audio yourself is so
powerful. Its proven that it doubles memory retention in everyone.

This is from Raymond T. Williams, its in your handouts and I really dug this up
and I hope they’re not lying because I believe it. Ten percent of what we read,
20% of what we hear that’s how much we retain and when we make it an
audio/visual like a video or like a Camtasia tutorial, any of those types of things
people will remember 50% of what they’ve seen here. So learning to make your
content, it could have started out as an eBook or teleseminar, but creating it in
these other formats is going to cover more people and help them to comprehend it
because there are people out there that can’t get it from text like me.

The other thing I like about it, Atlanta, who’s ever driven around 285 in Atlanta?
Oh yeah, well you get to sit there a lot. There’s a lot of down time and I can only
listen to so much oldies, so the fact that audio products are portable is very
important to me, the fact that I can listen to it in lots of different formats. Let me
show you what I mean by that, this is all the typical formats that people own.
Boom boxes, Walkman’s, an MP3 player, the ability to take that audio content
you create and make it portable is powerful, but the most important thing is the
fact that I use traffic time to learn.

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Mike Stewart

So when I can get an information product that I can listen to while I’m in that
Atlanta traffic, at least makes me feel like I’m not just sitting there twiddling my
thumbs. So that’s another defense and another power of audio, the fact that you
can drive and listen and learn, because you can’t read a book while you’re driving
and I’ve tried to do some of those things and I don’t recommend it. The spoken
word is powerful. The content has to be compelling. Everybody this weekend
has been talking about making compelling copy. I’m not a copywriter I’m a
student like you guys. I’m trying to learn all this stuff on how to make my content
better.

My presentation is about how to make the audio sound better and the emotional
tools that we use in the recording studio in advertising because my clients were
like J. Walter Thompson, most of the Atlanta agencies. If I do another car ad I’m
going to, I can’t take anymore. I’ve heard it all, the beating on the hood and all
that, make this exciting. What’s the difference in your dealership? Well we have
service and (inaudible) that’s unique, but the point being is to make it sound
professional. We judge audio by what’s on television and radio now. That’s the
standard so anything less than that I have to be honest, when I started listening to
audio products that were teleseminars I was being an engineer.

I was going God how’d they record that? Gee you’d have thought they’d have
gotten a good microphone. There was all kinds of distracting noises and things
and I thought gee why don’t they edit that out, but then I had to go wait a minute
I’m being an audio engineer here. I need to listen to the content, so the contents
great and there are places and purposes for that, but the reality is that what my
first impression is that I’m used to television and radio, which tries to make things
as clean and professional as possible. You can sense it and I’m going to demo
show that right now.

So assuming your subject, your script, your copy, your presentation, everything is
as good as it can be on paper these are the ways that I’ve discovered to make it
easy for anyone that owns a computer to create quality products professionally.
These are the basics with a computer, but I want to talk about before digital just to
let you know that its still around it still works. You know we didn’t un-invent
these machines, but these are the reasons like this whole seminar we’ve been
recording digitally back there and it works and its great, but the problems with
tape, if you own a tape recorder, tape is noisy its all hits. Magnetic tape will
eventually degrade and editing a cassette is pretty much impossible. It can be
done, but its not worth it. Its real slow to copy 18 hours of tape, but it’s very easy
to copy 18 hours of digital audio.

There are time limits. Have you ever been at a conference where they’re
recording it with a cassette deck and the guys in the middle of an exciting point
and they say could you repeat that we had to flip the tape? So I like digital
because as long as you’ve got hard drive space we can keep going, we can go for
hours assuming Windows doesn’t crash on us. That’s why we’ll get into back-up
about that. Tapes are slow. I don’t like to set tapes in my car because if I want to

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Mike Stewart

review something. I try to remember where it is in the car I’m sitting here trying
to fast forward it, oh I missed it and then boy automatic reverse on a cassette car
deck, I flipped the side and I’m like is that the back side or the front side, oh gee.
At least with a CD when you create a digital product you can remember that cut
10 was the subject you wanted to review. So that’s an advantage to creating
digital audio.

When you create a digital audio file on a computer it is immediately ready for the
Internet. I had a person talk to me up here at lunch the other day and he says I’ve
got 18 hours of audio on reel-to-reel tape that I want to get on the Internet how
long will it take? Well a minimum of 18 hours and there’s not other way. You
can’t say magically get on the hard drive it just doesn’t happen. Is that hypnotist
guy around my mouth’s getting dry? I’ve been hypnotized. Tape is reliable it still
works, there’s nothing wrong with tape I’m not saying don’t use tape. You’re
going to get a horrible product if you use tape.

This is why I’m directing people and consulting people and telling people hey you
already own this computer, if you get this box and microphone and you get past
the fear that its hard to do you’ll do it its just not that big a deal. When I owned
the studio, why did I buy a studio? Why did I want to get in the studio business?
Because I’m a musician and I figured if I owned a studio I could always hire
myself to be the musician and it worked, but mostly what we did at the studio was
record narration, the human voice, voiceover’s for radio commercials. We did
boarding narrations for Delta, which was interesting.

Lets get back to why I recommend going digitally with your own computer.
Number one, step one to making great audio, don’t get a cheap microphone get a
good one. How many microphones are there in the world? You don’t care there
are probably 1,000 great microphones. I do what I call the Henry Ford theory at
my website. You get one microphone that’s it there are no others and the reason
is good microphones can range anywhere from $200 to $5,000. To most people’s
ears you won’t hear enough difference to pay $5,000. This is a great microphone
that’s what I recommend people to get and it works. Now what can happen if you
use a cheap microphone?

Well let’s just listen (audio play). Everybody believe me, do you want to hear it
again? The next step this is called signal path. It all starts with a microphone
that’s why the next step is a sound card. A sound card is a thing that comes in
your computer that allows it to take sound in and to play sound back out. The
sound cards that they put in laptops and most computers that you buy, Dell’s all of
them, are about $25-$30 cards retail, meaning they probably got .50 cents worth
of parts in them and they’re not designed to do anything except play video games
because that’s what they were made for. They were not designed to do
professional audio.

This is a sound card. This is an audio mixer. The ASK campaign, I actually got
into, my real business was the recording studio then Internet audio for my

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customers and about a year ago, he did say one thing when he came out, Armand,
he says Mike’s not an Internet marketer. I am a student of it and I’m learning and
my business has doubled this year because of what I’ve learned from these guys,
because I realized that all of a sudden from somebody asking me that they wanted
something that I could build a business. That’s what InternetAudioGuy.com is
that’s just another business of mine because Tom Antion who is a great public
speaker, called me up and said I am going to work on my audio book and I want
to do it on a laptop in my motel room when I’m on the road.

He says I want it to sound as good as if I went into a recording studio what do I
need? I said well you’re going to need a good microphone, you’re going to need
an audio mixer, you’re going to need a compressor limiter, you’re going to need a
USB sound card, you’re going to need to have something that has good EQ on it.
You’re going to need a mic stand, you’re going to need the wires to set it all up
and then you can plug it into the USB port of your laptop. He said, what? I said
well do you want to do it right or do you want to do it not as good?

He says man that sounds like a lot of stuff to put in a suitcase and he says it
sounds like it’s hard to hook up. I thought well I thought that was pretty scaled
down, but okay, so I went and searched around and this company called Eterol
had the all-in-one box, in fact that’s what they called it. It had everything I said
built into this one box, I said oh simple, microphone, box computer I could build a
tutorial to tell people how to plug those three things up and maybe we could do it.
So that’s just showing you pictures. That’s a pretty good pro-level sound card
that would go inside your computer, but I like the USB sound card for this reason.
It will work with laptops. It is portable; if you own multiple computers you can
take your recording studio from computer to computer, so when you, and you can
import professional quality audio with this card.

Its all on my sheet its Eterol, but InternetAudioGuy.com that’s where you find this
stuff without being too picky. Okay what turns your computer, your laptop into a
recording studio? Software. I believe Sound Forge to be the simplest program
and it does a great job. Armand will argue and say Cool Edit Pro, but they’re both
great. We actually joke with each other and I said mine makes better WAV files
than yours does, which is a total joke because a WAV file is a WAV file it all
depends on how good the microphone is. The software just does it fine, so any of
these programs and these are the ones that Sound Forge, Cool Edit Pro, Home
Studio is a new, multi-track means I can lay a track of something and then go
back over top of it and go forever laying more and more voices or instruments in
it.

For information publishing, information marketers, Sound Forge is all the
software you really need and the differences are Cool Edit is a little more money
than Sound Forge, but if you like it that’s fine. One of the things about audio is, if
you’re an audio editor, which you can all be, you can go to seminars if you get the
audio and capture what other people say about you. Ways to make your audio
more effective and increase the degree of comprehension in the listener. Editing,

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Mike Stewart

making things as tight as possible is what I think raises the bar on audio. Don’t
spend time leaving in content that rambles or blank spaces or like where I’m
stuttering right now needs to be edited out. The point being is that when you have
the editing you have the power to clean things up and make it better. Editing is so
simple. In some cases you may want to leave it as is like a live teleseminar, but at
least editing gives you this ability to pull out those mistakes.

Give more information in a contact time frame. Don’t distract me with
redundancy, mistakes, coughs, distracting noises, violent sections that serve no
purpose and remove information that is wrong or out of date and there have been
instances, I hope I don’t do it, but people have said things that definitely could
have been incriminating. We were recording one time and that happened and it
needed to be edited out. Okay, so how easy is it to record? Lets just do it. We
have these and anybody that wants them can have them. We discovered this
about 10 years ago in recording. The clicker, you can train your dog or your
parrot. What we used it for in the studio was to mark our mistakes.

Hello, I’m at the Big Seminar and I just made a mistake. Hello I’m at the Big
Seminar and I didn’t make a mistake. This is my wife and I in Hawaii visiting
Jules and Jonathan that was a George Bush joke that wasn’t funny. As you can
see on the screen there’s my click and that’s how I mark my mistakes. I could
talk for 45 minutes see the spike? Are the lights making it hard to see? Hello,
I’m at the Big Seminar and I just made a mistake. Hello, I’m at the Big Seminar
and I didn’t make a mistake. This is my wife and I in Hawaii visiting, hey lets
edit that out, you highlight it hit delete and its gone. You highlight it, delete its
gone, oops I didn’t mean to do that so I undo it and its back.

People say can you edit audio? I say can you do Microsoft Word? How many
people here do Microsoft Word? Can you write a paragraph? Can you highlight
the paragraph? Can you delete it? Can you put it back and undo it? You just
passed the audio editing test. These are just paragraphs. These are just sentences,
they’re a blue blob of sentences, of your voice of your content and if you’ve got
this goofy little clicker you can mark your mistakes. Now Sound Forge the
wonderful genius computer programmer people have replaced my clicker. If I’m
sitting here and recording I can hit the MP and I can it the MP to mark again and
they have little brown lines to mark, so you can do it whichever way you’d like to.

The point being is a quiet room, a good microphone, a laptop computer, a good
sound card and you can do it. Here’s a quick story about a guy who came into my
studio. He says I’ve got a 12- hour tape series I want to record. I want to book 12
hours. I said no you don’t, I said, He said I want to do it in a day and I said no
you don’t. He says oh I can do it, I can do it and in the morning he was Mr.
Energy and by 6:00 o’clock that night it was a horrible product. You know why
he wanted to do it in 12-hours? He was like how much are you an hour? Well
I’m $100 bucks an hour.

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Okay and basically he never loved his product. He hated his product because he
tried; this is another advantage of learning to record yourself. Somebody was
saying the other day I love it, do it in chunks. Get a piece of it done. One of my
customers is a 55-year old ex-college professor who said he used to delegate
computer skills to other people because he says those are the things you should
turn off at night when you go home. He’s finished two audio books by himself
and they sound great. He’s a public speaker, he’s a professional speaker and it
sounds good, so you have to determine if this is something you will do and will
enjoy, but its proven that a guy who hated computer couldn’t barely turn them on
and has already produced two audio books.

Adding music, motion and effect. The biggest thing I see happening with people
who are doing products and on the Internet is you can’t go to a CD store or a
music store and say boy I like Rocky I’m going to put Rocky on the front of my
audio product. Its illegal, it’s called piracy and its called copyright infringement.
You have to use legal music or I’m sure the FCC will figure out something else to
mess us up on that. So be sure to buy royalty free music when you’re developing
a product. Okay, well InternetAudioGuy happens to have, in fact all the music
that you’ve heard at this seminar as a recommendation to Armand, I said you’re
videotaping you can’t be using the songs and records of the music you put
together.

So one of the things that got me into the Internet is we have an archive of music
that we’ve composed. Everything you’ve heard of this weekend I composed
when the cameras were rolling. When the cameras were off I could play records.
So you said where can you get the music, well I have it, but I will show you some
other great sources too, because I may not have what you want, but lets talk about
the power, the powerful subliminal power of music, almost a hypnotic feeling that
it can create. Look at the door, what’s behind the door you tell me. (audio play
here) Okay what’s behind it now? (audio play)

That was the emotion we used to call corporate weenie authoritative warm.
Using music to underscore copy that’s what my job was for 20 years.
Copywriters who I didn’t know if they were good or bad would come in with text
that they had written and they’d say this is the emotion I want to have underscored
and so being able to pick music that fits can really enhance or really destroy the
message. Lets listen to this short piece of ad copy (audio play). Listen to this
music with that copy (audio play). If you don’t know what you’re doing and you
pick the wrong emotion (audio play). What changed? It’s the same copy.

Don’t you think the first music enhanced the copy? The second music was
obviously, that was a bank commercial and the voiceover guy was going, I
remember when we did this, hey Fred did you bank at Tress
Company…somebody thought that was creative. Teleseminar products you’ve
heard all weekend about doing teleseminars, well you can capture them yourself.
I appreciate all the fine marketers out here that hire me to capture your
teleseminars. I don’t want to do them. I want you to record yourselves you can

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Mike Stewart

do it, but if you keep hiring me I’ll keep doing it, but that’s not the point. These
are samples of teleseminar problems just listen to this (audio play). Okay that
took 34 seconds, I’m in the car, most teleseminars aren’t that bad I kind of
doctored that up a little bit, but they are pieces that were pulled from real
teleseminars and they do happen.

Poor Ken McCarthy I remember one time there was this fax machine that just
would not go away. Whoever has the fax machine on please turn it off. Here’s
the same call with editing (audio play). I took out 19 seconds of garbage. Just
last week I was so excited about this, because I’m in broadcast for so many years I
try to keep track of what’s new and nifty and we all know what talk show radio is.
That’s where a guy like Larry King or somebody on a microphone and goes okay
we’ll take the next caller. His voice always sounds great and the caller always
sounds like he’s on the phone. Well there’s a reason for that.

He’s in a studio with a good microphone and the caller is on a telephone. They
have this thing in radio called digital hybrid and they finally made a home version
and this piece of equipment just became available a week ago and I put it up on
my website and Armand Morin bought it so its not available, he already got this
one. This is what you can produce if you learn how to use the broadcast
(inaudible) with this type of equipment. Okay difference, you can do that on the
fly yourself with this equipment and we can talk about that later, because I know
I’m going to run out of time so I’m going to keep on going to get through
everything.

One of the things, kind of like a reverse ASK campaign to me is, a lot of my
customers said hey, I’ve recorded this file can you put music on the front and back
of it for me? Well yeah, but you can do it yourself, but you need to know how to
do music for the front and back of your own file. Oh it’s too hard you do it. At
least putting music we keep the legal issue, make sure that its legal music that you
have a right to and I got plenty of legal music, and another great website is
MusicBakery.com. You can go search by emotion. Corporate triumphant,
emotionally scary, you can put in keywords like that and it’ll find out cuts of
music you can preview and use and I think its like $39 lifetime buyout, which is
incredibly ridiculously cheap for music. However, coming so
RunBackMusic.com from InternetAudioGuy.

Larry: Larry from Detroit, Michigan. I used to have a radio show on ABC radio. When
we wanted to have one our talk show hosts do a remote from home and we didn’t
want the audience to know about it there was a little black box about $3,000. It’s
still available.

Mike: The blue box.

Larry: If somebody wanted to have really high quality, for example, if they wanted to do
Fred Gleeck from his home in New York and they really wanted to tie in. Would

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you recommend they send this little $3,000 box to Fred so that the quality coming
out of his end sounds just as good as the sound coming out of your end?

Mike: If each of you had this, which is only $495 you would need two blue boxes, you
could do this with the same equipment. Record it simultaneously on the phone
and then you could marry the two files together and be like your in the studio.

Larry: See now you’ve given them the whole answer, which is what I was looking for.
With two of those boxes you can achieve in studio sound from both ends? I
personally don’t like the sound of somebody on a remote telephone call. We’ve
all heard those pitches on the radio and they sound (inaudible) to me. I do like
the quality of in studio sound. I would get two and send one to the guy I wanted
to interview.

Mike: Well he would still need the sound card and the microphone.

Larry: It would still be worth it for the better quality.

Mike: That can be achieved.

Larry: Thank you.

Mike: I’ll tell you what, I’ve only got 20 minutes here and I don’t want to get set off on
time here.

George: Actually you only have about 17.

Mike: Okay. All right. I’ll go through this real quick. You can do the same thing with
sound effects. Here’s copy hey where are you? (audio play) That’s just copy,
that was a recording of copy. (audio play) That was the same copy with a sound
effect where am I. (audio play) Hey where are you? (audio play) All I did was
change sound effects and I can change the scene of where I am. This is great for
training for slice of life type of productions. Sound effects are so inexpensive.
When you buy this Sound Forge software they give you, all those sound effects
come on the Sound Forge disc for $99 bucks with the software.

So the ability to create the illusion of what we sell at Slice of Life Productions just
adds realism to what you’re trying to convey. So, here are some of the ideas and
we’ll go over these quick because I’ve got to get completely done here. These are
the things that I’ve identified that you can do if you learn to record yourself.
Audio books, custom presentations, custom demos, I have a lot of speakers who
say they’re getting ready to speak to a corporation. They’ll record five minutes of
what their speech will sound like geared toward that corporation and email it to
them and they get the gig just because they have this equipment and can do the
wow factor of creating that custom demo.

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On hold messages. I drive traffic to my website by creating an on hold message
that says hey go to InternetAudioGuy.com and look at my stuff. Hey if they hang
up and never leave a message my on hold message was like another traffic
generator. Capturing phone calls, teleseminars, live seminars, like we’re
capturing this right now with the same equipment. Producing seminars on tape,
CD’s, interview once in a lifetime individuals. I could take somebody, if Paul
McCartney was in this hotel I’d be running up to his room and saying to him
please let me interview you. Multi-media audio tracks, narration for video, I think
the future is everybody having their own Internet radio station.

You can do it. AudioGenerator is a great solution because Internet radio doesn’t
have to be live it can be archived audio. Be able to produce quality radio type
programs and use AudioGenerator as a host and that’s just another application.
You can produce audio for all the screening formats. Produce ads, radio ads in
your Internet radio station. Audio for the audio postcards, create all your products
for CD and download, prep audio for CD masters when you’re getting ready to go
to a duplicator like the duplicator man. Create pay per view and pay per listening
content for membership sites. Camtasia, if you heard about the V shirt you’ve
heard about this, this works great too Camtasia.

That’s what we did for Stephen Pierce, Stephen Pierce is a master at taking his
content and narrating it in Camtasia and I promised him I’d show you the little
opening we did him. Camtasia is a screen capture software that works with audio
microphones so that you can create (audio play). That was the opening we
created and these are his Camtasia’s, which are computer screen captures and him
talking and you can do these on the fly. If you’ve got the microphone you
can…(audio play)…Stephen I’d show more but I’m running out of time.

Personal use, if you’ve got old cassettes and you’ve got old tapes that are going to
disintegrate you can transfer them to CD so you listen to them in the car and they
won’t deteriorate and you can back them up. I don’t know how many people have
said how can I get my old records that aren’t on CD and be able to listen to them
in the car? Well you can transfer them with this thing, the turn table goes right in
here, you play it on the turntable, you put it over the hard drive and burn a CD of
it and that’s a fun thing to do. I make the best of, they don’t have any Grand Funk
CD’s I’ve looked for them, so I made my own. Ripping CD’s is something all the
kids know.

One of the things about Internet marketing that I learned, I was at a systems
seminar recording it for Ken McCarthy and Armand Morin said I don’t know how
to develop software. I went, but you develop software, he said no I go to
RentACoder or Elance. He said I get an idea and he does research. I didn’t do
any research, but I thought it was a great idea. I created a piece of software called
AudioCompiler that I’m getting ready to launch and what audio compiler does for
people it, I could have called it AudioBookGenerator, but I figured that was
probably not a good idea.

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Mike Stewart

So I called it AudioCompiler. It basically allows you to put 12-hours of audio on
one CD and create an audio product with a lot of content. The example of an
application is, I did this last night before I retired. It makes an auto run CD,
there’s the whole Friday seminar on one CD that you can listen to. It enables you
to compress MP3 files onto one CD and give you the ability that if you were at a
seminar or somewhere or you wanted to compile a lot of audio on one package.
Yanik Silver said that gets rid of the funk factor that’s okay I still think it’s a great
idea for corporations and other businesses that want to be able to give out a
physical product and create it on the fly. Anybody can create this product its like
an audio book generator.

No, it will let you pick and choose the files that you want to and export it so you
can burn your own CD to play in the car. I’m trying to not run out of time here.
So I’ll be around all weekend, recording and stuff so if anybody has any other
questions about this. What’s my time at? I have ten minutes, so warn me at three
minutes because I want to do my big finish. I’ve got to get my guitar back on so
I’ll quit sweating. I guess what we can do is take a few questions here for about
five minutes.

This isn’t everything and this isn’t the only way to do it this is just the way I’m
recommending that I think is easy for everyone to learn.

Audience: One of my JV referrals with Internet marketing sound like that, the menu they can
just have for audio compiler with Armand is that something that gets created in
there or is that created in another program? (Couldn’t hear that well not close
enough to microphone)

Mike: No it creates it. If you can create the audio files you can compile it into a product.
That was my idea in June after hearing Armand speak and he built it, I mean it’s
the dangdest thing I’ve ever seen. You know what, I’ll tell you what I don’t care
if I make money from it to be honest with you because this kid in Bulgaria said
$400 a month is a great salary there and that’s all I paid for that software. I gave
him a month’s salary $400 that just blew me away. I went ahead and they
probably called me a slut, but I went ahead and gave him another $100 bucks.
He rated me as one of the best buyers of software on RentACoder. Anybody
else?

Robert: Robert Middleton, Action Plan Marketing, how did all those clips get into the
presentation is that using AudioGenerator or something else?

Mike: No.

Robert: (Inaudible) bleed over

Mike: I’m a…

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Mike Stewart

Robert: So okay…so the average person that wants to put these on their site what do you
recommend?

Mike: AudioGenerator. Where’s Rick, Rick Raddatz? Who should use AudioGenerator
Rick? Rick and I are buddies.

Rick: Who should use AudioGenerator? Everybody!

Mike: Who should hire Mike Stewart?

Rick: Anybody who wants hardware tools, advice, consulting and custom audio work.
See since Mike and I are buddies we share the market. AudioGenerator is kind of
the Henry Ford of the audio business and this guy is the custom Mazarati.

Mike: Wow! Thank you. Is your wife available for parties?

Rick: You have to ask her.

Mike: I know mine is. Anybody meets my wife you’ll know she’s spunky, but I love
you babe.

Audience: Hi, (inaudible) of TeleseminarOnTeleseminars.com I really enjoyed speaking with
you in the back last night and I look forward to our future together. My question
is, you had mentioned earlier about Sound Forge and Cool Edit Pro and you
mentioned that one of them was better for creating WAV files, which one was
that?

Mike: No they’re both identical. Cool Edit Pro is a great program. Armand loves it and
I wouldn’t try to talk him into going, oh don’t use that. He already knows it and
he likes it. The joke was mine makes better WAV files than yours. They don’t
they make exactly a WAV file is a WAV file. An MP3 is an MP3 you just need
to learn the lingo and one of the things that I’ve created at my site are these
Camtasia tutorials. I have free tutorials on my website where I guide you through
everything.

My guarantee is to any customer is that I don’t want you to fail. I would rather
you send it back, get your money back then not figure this out, but I don’t want,
Joel Christopher he admitted to me, he says I didn’t buy your thing man, because
I’m scared I can’t do it. I went, Joel its not that hard. Well I know I’ll get it
eventually and I love Yanik bought one and admitted this week I hadn’t opened it
yet. You’ve got to open it and fire it up that’s probably the hardest thing is
hooking it up.

Andy: Hi I’m from Sheffron Publishing we’re going to start doing a lot of consumer
based information products online. I was wondering what the advantages of the
various file formats MP3 versus WAV, different players like real versus

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Mike Stewart

Windows. I mean there are so many to choose from how do you know what’s
best for what you’re trying to put out?

Mike: I recommend you use them all, because you never know it’s not a T.V. set. You
can’t just turn it on and immediately it works. Real was first. Bill Gates said
good idea I’ll do Windows media. Macintosh said Quick Time. MP3 is kind of a
worldwide standard. When I recommend to a client to put audio on their website I
usually do everything, but the thing I discovered and I’m going to give Rick, he
called me the grandfather of the talking Popup window because flash designers
want to do all this animation with it. I said its an audio tool, so how I got to meet
all these guys is I told Alex Mandossian I said, I can make your Popup window
talk in 15 minutes and it’ll work everywhere.

George: Five minute warning.

Mike: Yes sir. So anyway, but there are still some people, real and Windows media their
main purpose is for live streaming. If you have a live web cast, flash right now I
don’t think allows you to do it, but that’s one of the things I recommended to Rick
this weekend is, if we could figure out how to make live streaming with flash
that’ll open up a lot of doors for marketing. Okay, well I’m going to go ahead and
get my guitar back up here because that’s where I’m most comfortable. I am
obviously not a public speaker.

Audience: Applause.

Mike: But I’m willing to do it because I love audio and I love music. So I’ll end with a
little song that hopefully will help you remember me as the goofball that brought
his guitar and played before we went to lunch. So here’s my little tribute to audio
marketing, its only 1 min 38 seconds. (audio play with guitar accompaniment)

Armand: Now the bad part is, is that now you guys know how I do it.