The Modern Leadership Podcast with Jake Carlson
Michael Greenberg talks about authority marketing and taking the “talk test” to find out if you are ready for authority marketing with Jake Carlson on the Modern Leadership Podcast.
Jack Carlson 0:24
Hello, my friends and fellow elite achievers. Welcome back to another episode of Modern Leadership. It is so good to be with you again this morning. As you know, I learned along with you in every episode we record. So I’d like to bring on guests who challenge our conventional thinking and push us outside our comfort zone. To have the success you desire. You need to do things differently because what got you here won’t get you there. And one topic we hear a ton about is Authority Marketing. So what is it? And how do we do it? Today, let me introduce you to Michael Greenberg. Michael is the founder of GOT, Gentlemen Of Technology, venture creation, and strategy consulting firm. He is the chief strategist of Call For Content, which launched in 2017. After two years of market research and process development, he provides unique insight into growing businesses of all types by setting a new value standard in marketing. Good morning, Michael. Welcome to Modern Leadership. How are you today?
Michael Greenberg 1:25
I’m doing great. Thanks. Thanks for having me on.
Jack Carlson 1:28
Absolutely. So good to have you. And before we jump too far into this, what did we miss by way of the intro? We learned a little bit about your business. How about you, personally?
Michael Greenberg 1:37
Well, I love to cook. You might notice that almost every example I use. If it’s not about podcasts, it’s probably about food. And I read a lot, maybe too much.
Jack Carlson 1:52
Well, I don’t know that you can read too much, right? I mean, the constant desire, the constant drive to learn more, and improve our abilities. I guess you could only say you read too much if it stops the action, right?
Michael Greenberg 2:04
Yeah, and that is probably my problem. Since kindergarten, or maybe a little after. I’ve had my nose in a book, I read most of the library in elementary school. And so it was a problem getting my homework done between books, and it’s a little bit of an issue getting my work done from time to time as well.
Jack Carlson 2:24
Well, let me ask you about this. So there are millions of books out there. I mean, I know I go to Amazon. And I’ve got a long list of the wish list of books that I’ve put on there. But it seems to me that there are so many books, how do you dial in and figure out which ones are the best to take a ride with.
Michael Greenberg 2:42
So I’ve got two major rules. One, I like old books, because if people are still recommending them 10 or 20 years after the fact, then it’s not just marketing. And two, I focus topically, so if I want to learn how to be a better advertising strategist, then I’ll read books not just on like basic advertising, but also on copywriting and some of the various disciplines of advertising as they’ve come up over time. To get a more holistic view. And when you’re approaching a topic like that, you end up just having a big list of books, to begin with. And so it just takes a lot of time to get through. But it provides a more well-rounded view, I think of the subject as a whole.
Jack Carlson 3:31
Yeah, I couldn’t agree more. I mean, I’m a huge reader myself, I usually try to read about a book a week. And that’s part of the struggle is really identifying which one I want to read next, but you’re absolutely right. I mean, time tested books. In this podcast, we ask a lot of our listeners and a lot of our guests, what are they reading? What do you recommend? And we get “Thinking Grow Rich” all the time or “How To Win Friends And Influence People”. I mean, these classic books that have been around forever. And so I appreciate you diving into that a little bit. Michael, we want to ta