Interview with former Hollywood Actor Michael Port By Cort McCadden Jan 4, 2006

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Cort: Today I have with me Michael Port, who is one of the new “top guns” in Internet Marketing with his Book Yourself Solid System. However, you may recognize his photo at his web site from both TV and film.

Michael: Yes, I started my career as an actor: I starred in TV and film projects like Sex and the City, Third Watch, All My Children, Guiding Light, Central Park West, 100 Centre Street, The Pelican Brief, Down to Earth, Last Call, The Believer and many more.

But then I quit because I couldn’t stand the waiting around for someone else to give me a job. I wanted more control over my life. So then I went to work in the fitness industry and thought that if I become a CEO – then my life would have more meaning. Not so. I became the Senior Vice President for one of the most prestigious health clubs in the country.

What I really wanted was to control my own destiny. Frankly, I didn’t want to answer to anyone else. And most importantly, I wanted to build a business where I truly served other people based on my talents, gifts and strengths.

Cort: WOW! From Hollywood to the Net! How did you get started in that business?

Michael: In early 2000 I was utterly dissatisfied and completely disillusioned with my work in the corporate world. The environment felt like a prison – long hours, unresponsive colleagues, and no personal engagement. Sound familiar?

I decided to embark on a new career path as a professional business coach and consultant: a service professional. I secretly passed the time reading, researching, studying, and honing my coaching skills. After much planning, my freedom date was marked on every calendar in my apartment with a huge victorious smiley face. My resignation letter was signed, sealed, and ready for delivery. I could hardly keep my legs from sprinting out the door to follow my heart and head (both of which had checked out long ago).

At the time, I had no idea that the Internet was going to be such a major, meaningful part of my life. I just thought that I’d meet people and they’d hire me to talk to them about their businesses – boy was I wrong!

Cort: Did you see the value of Email Marketing almost immediately after it appeared? What made you get involved with Email Marketing?

Michael: No, I didn’t. Although, I was always interested in technology - I’m very “futuristic” by nature. But I’m no techie and certainly didn’t know much, if anything, about Internet marketing when I started. You mentioned that I’m one of the new “hotshots” in Internet marketing and that’s kind of you to say but Internet marketing is not really my focus. My focus is on reaching and serving my clients, (small business owners and professional service providers) fully, completely and remarkably.
I simply use the power of the Internet to reach and serve my clients and customers.

Cort: That’s a very astute remark, Michael. Too many people believe that Internet marketing is the “be all to end all” panacea for all their ills and dreams.

Michael: So, true, Cort. What I did realize early on is that Internet marketing and specifically permission based email marketing is a wonderfully powerful tool that we can use to deliver our products and services.

But we must follow the first rule of my Book Yourself Solid System: give so much value that you think you’ve gone too far and then give more. If you do, email marketing will work for you.

Cort: That’s what they call going the extra mile with your clients.

Michael: Michael: Despite countless pages of advice offered by true experts imploring Internet marketers to follow a content-rich approach to creating values for others, many online marketers still fear they will give away too much of their material. They say, “If I provide all these great tips and strategies for free, then why would anyone ever hire me or buy my products?” Of course there are some who will take everything you offer and never hire you or purchase a product, but they wouldn't be hiring you anyway, and you never know—they may be out in the world talking about what you do and how you help.

I've received tons of referrals from non-clients just because I've helped them for free in the form of my mini-courses, audio recordings, tele-seminars, newsletters, etc. Most people who eventually do hire you or buy your products will need to receive free advice and support to build the trust they need in order to believe that you can really help them.

Furthermore, most people will assume that you know a lot more than what you are giving away. They'll think, "Wow! If he gives away this much great stuff, can you imagine what I'll get if I actually pay him!"

I even provide my current and potential clients relevant content from other people so that I can over-deliver as much as possible. This gives me a break from continuously creating content, it allows me to offer my contacts more than I can offer by myself, and it allows me to position other professionals who appreciate the promotion. There is an added bonus as well: The experts I feature often return the favor by promoting me to the people they serve. Isn’t that a win for everybody? It's also the easiest way to create great value for the people who have given you permission to serve them when you're first starting out.

Again, if people are concerned that they’ll lose customers or clients because they highlight other experts, I gently remind them to recall this Book Yourself Solid principle: There are certain people you’re meant to serve and others you’re not. If you can help other professionals attract business through you, you’re creating more abundance for everyone involved.


Cort: Well put, Michael! We all know that here in the States Congress is trying to get tough with Spammers. Do you think that they have gone far enough?

Michael: I’m all for Congress pressing hard, really hard, to get a handle on the spam problem. It’s really out of control and it’s legitimate small business owners who are trying to deliver requested, anticipated, and relevant emails to their subscribers and customers.

Plus, I’m really sick of getting so much spam myself. I’ve completely stopped publishing my email address because of it and created a Help Desk at www.MichaelPortSupport.com.
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Cort: Yes, I noted recently that many of my interviewees like Mark Joyner use this system.

What are your feelings about Plain vs. HTML Email Marketing? What about the Audio and Visual Email?

Michael: I suggest people go with what they are passionate about… the format that will allow them to express themselves and their work most powerfully and effectively.

I think adding audio and video to your communication is wonderful but if you’re not a great speaker audio may not be the way to go… if you’re not great on camera video may not be the way to do. Again, we send the best messages when they are unique and meaningful to us.

I see so many emails that are basically imitations of bigger name marketers and it troubles me. Yes, it’s a good idea to model the effective strategies of successful professionals. I do it all the time. That’s how we learn and grow. But to be remarkably successful your unique voice must shine through. People don’t buy from us because we used a good Internet marketing trick or swiped some good copy. They buy from us because they trust us to deliver, or over-deliver, on our promises and sometimes most importantly, because they connect to us in a meaningful emotional or, dare I say, spiritual, way.

Personally, I feel the days of being able to succeed just because you understand the techniques or tricks of Internet marketing are gone. And thankfully so. In order to succeed you must have something to say and offer to people that want to listen and respond.

Cort: Michael, that leads right into my next questions. What have been your biggest successes in your business and why? Failures? What would you do differently if you could do things over?

Michael: Wow. Big Question. Honestly, I have had so many successes that I’m proud of. From creating the Product Factory, the #1 information product creation program on the Internet to the impending release of my new book by John Wiley & Sons called Book Yourself Solid, The Fastest, Easiest, and Most Reliable System for Getting More Clients Than You Can Handle Even If You Hate Marketing and Selling and even bigger is that Seth Godin, among other superstars has endorsed it! To me it’s just amazing. I wouldn’t/couldn’t even write a five paragraph essay in high school.

Biggest failures. First, trying to do too much all at once. My team and I are really working to simplify and systemize every part of our business from marketing to operations. But you know… really, I “fail” at something every day. Sometimes 10 or 20 times per day. That’s to be expected. That’s normal. As Tom Peters says, “mistakes are as normal as breathing.” One of habits of successful people is learning in action. I believe that the future belongs to the learner not the learned. I think that’s what will keep me out in front.

Cort: What you just stated was a major part of The Fifth Discipline where I first read about this learning in action. So, Michael, what would be your advice for Internet “newbies”?

Michael: Three things:

1. Don’t buy into the hype. There are sound strategies that will help you use the Internet to create awareness for what you offer but there aren’t “3 Simple Secrets to a Home-Based Business Making $30,000 a Week.”

2. Immediately purchase and read Seth Godin’s book, Permission Marketing. It’s the best education on Internet and email marketing you can get.

3. Tell the truth – always. Your integrity is paramount.

If your readers are interesting in learning more about my personal Internet marketing strategies they can go to Book Yourself Solid and download a massive, content-rich lesson on the Book Yourself Solid Web Strategy. It’s my gift to those who want to stand in the service of others.

Cort: Thanks, Michael, I can vouch for this information and plan to use it to Book MySelf Solid! Also if you need a speaker that will keep you jumping and make you feel good about yourself then go to http://www.michaelport.com.


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Cort McCadden is the co-founder of a new AV/TV production company called Avmagination that will be specializing in producing HDDVD – High Definition DVD – for “edu-entertainment” info products like his soon to be released Barter Wealth.

You can reach him at cort@avmagination.com and visit the website at http://www.usprepared.com to be on his mailing list to receive his newly updated FREE Ebook Survival Manual for the Third Millennium.

In this ebook you will find preparation for hurricanes, earthquakes, tornadoes, etc. Cort is a recognized authority on survival and has made appearances on Art Bell Coast to Coast.

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