Sara Soulati Recognized As 2016 Woman Of The Year

ALT="Sara Soulati, CEO, Global Cardio Care"Sara Soulati is CEO of Global Cardio Care in Los Angeles. She has been in her field of EECP since 1996 and is one of the world’s foremost authorities.

But that’s really not why I am recognizing her as 2016 Woman of the Year (even though we’re into month two of 2017).

There is no one I know more selfless. She holds the weight of the world on her shoulders and still she saves lives with the Sara Soulati Health for Life Program.

Her lifestyle modification program helps reverse and prevent heart disease. She is a devout vegan and wants everyone with a heart to eat plant-based nutrition.

She launched her company Global Cardio Care in 2002. She developed a protocol using EECP or Enhanced External Counterpulsation that truly is the answer to this country’s health crisis.

Sara Soulati And EECP

Because EECP is an alternative cardiovascular therapy no cardiologist wants to engage with it.

The fact is Sara Soulati planted her business in the very urban center of Los Angeles, formerly Watts. African-Americans in this community with little access to healthcare services are being saved.

Sara Soulati is saving their lives. She works with physicians who deliver EECP and she has her patent pending program that modifies lifestyle.

And, you know what else?

She does this all with love. The fifth element in her Health for Life Program is all about love and support coaching. She stands next to a guest in the EECP bed and squeezes their hand; pats them on the arm and listens to their issues. She lives for Life and they all love her right back. Probably, she gives the greatest hugs of anyone I know.

You see, there’s something so soulful (not to mention it’s our name, you know!) about a woman who nurtures with love in business. It takes someone extremely special to live this mantra every day in spite of the need for business profitability.

ALT="Sara Soulati EECP Method with patient on bed getting EECP"Sara Soulati is an entrepreneurial success, but she belies the traditional business model.

She pioneered her current structure and she continues to invent so she can save more lives.

While her obstacles are very real with a Medicare and insurance system that work against her and physicians who don’t believe in the power of the Sara Soulati EECP Method, she has always had a strong vision forward — to reverse and prevent cardiovascular disease for everyone with a heart.

Support Sara Soulati And Her Vision For Saving Lives

Believe in this woman?

Donate to Health For Peace, a nonprofit dedicated to the Sara Soulati mission to help underprivileged receive non-surgical cardiovascular therapy with education about plant-based nutrition, exercise, better food choices and so much more. You can send me an email should you wish to do that, and I’ll set you up with PayPal directions you can use with your credit card. (

She is the real deal. She is client, cousin, sister, partner, and admired.

Woman of the Year? You bet. I used to recognize women who achieve all the time in this house. Remember Gini Dietrich and Jenn Whinnem. Still achieving and still admired.

ALT="Sara Soulati at Motown The Musical Opening in Los Angeles"Thank you, Sara Soulati, for saving lives for 20 years, for putting life ahead of profit with thousands of hours of free care, and for your generosity of spirit and heart.

You are Sara Soulati, 2016 Woman of the Year. ~Much Love!

Be Known As A Podcaster

ALT="Heart Of Marketing Podcast Logo--Soulati"In life we need to have cause to celebrate. I know my friend Mark W. Schaefer celebrates probably every day because he is known.

Heh. What the heck do I mean? When you’re known, well, people know you. They know your work; they know your competency; they know your authenticity; they know your personality; they know you as a blogger, podcaster, author, speaker, and authority. And, how do people become known, actually?

In this 100th anniversary celebratory podcast, The Heart of Marketing, we get a tease and early introduction to the next big thing by Mark Schaefer. He’s drafting a book on becoming known and how one goes about that. (In fact, I’ve been reviewing each chapter as he’s writing and let me tell you, this book of his coming soon is going to be amazing good.)

When you lead a public life and the Snapchat Spectacles are targeting you, the lens is pretty harsh in that public eye. Mark has done an incredible job of holding his end of the bargain and being all things to all people and so much more behind the scenes we don’t know.

Today, I’m celebrating 100 podcast episodes, and I’m also celebrating Mark as a role model for us all in the marketing arena.

This is an early endorsement of Mark’s new book we can expect in Q1 2017, I presume, about how each of us on our very own journeys can accomplish so much more than what we realize. His book is what I’m calling ‘my personal public relations plan,’ and I encourage you to watch his space for announcements and pre-orders.

Being Authentic While Becoming Known

From my own experiences becoming known with a goal early on to be an influencer in public relations, I know first hand that authenticity is critical. Being genuine and accessible and truthful and believable are traits I know work on the journey.

Back in the day, when Mark and I started on Twitter together, we immediately developed kinship alongside the rest of us bantering in the marketing sector on Twitter. Everyone had an opportunity to create their personal brand and become an influencer in their own right.

Today? Not so much. People don’t know how to use social media for relationship building; it’s merely a channel to sell or ask for favors. Developing an authentic self on social media today is quite challenging and takes a lot of time and pressure.

The only way to be authentic is to take the time to develop the rapport and to be real, not phony. We can see right through phony!!

Launch a Podcast

I’m going to say something not very profound, but perhaps it will make you stop and think a moment.

If you were speaking into a microphone all by yourself knowing that an audience is hanging on your every word (well, that comes with time!), is there any way you can be but authentic?

When you do a podcast, what you say has to come from the heart, really and truly. What you share is teachable and professional so you want people to align with your topic and your authority, right?

I’m so very happy to have John Gregory Olson as my co-host on The Heart of Marketing because I’ve never wanted to go it alone. We’ve been informed that we’re yin-yang; professorial-school girl, and that means entire complement — chemistry so hard to find in the podcast world it’s priceless.

Meet Maura Sweeney

I just had the absolute pleasure of meeting Maura Sweeney yesterday. She’s the authority on Living Happy Inside Out, the podcast that in a short ~10 minutes gives you guidelines for life’s journey. One of my faves is about cookies. I’m happy to say I’m always on a quest for the best chocolate chip cookie loaded with nuts and other goodies, and when Maura asked me if I was being a cookie I had to listen in and do the ‘ah-hah’ thing because apparently being a cookie isn’t the best you can be!

Tune in to Maura’s podcast right here, and stay tuned for her to be our special guest coming soon!

Jon Buscall of Moondog MarketingALT="Jon Buscall"

Jon Buscall is a very dear and special friend of mine, and he resides in Sweden. He runs Moondog Marketing and the Online Marketing and Communications podcast. Jon was a very early adopter of podcasting, and in fact, wrote the book on how to podcast. He’s also an expert on microphones for podcasting having done tremendous research and blog posts on which mic produces the best sound quality.

I listen to many podcasts and there are very few going solo well. Jon Buscall is one podcaster who’s an absolute pro at going solo; he interviews folks, too, but his lovely accent is reason enough to listen not to mention is marketing smarts.

Be Known As A Podcaster

Each of these podcasters mentioned here have become known over time and with genuine delivery of authority. Celebrate. Try something new and become known because you need to keep your passion energized for whom you are and who has yet to know you.

Our Latest Episode Is Right Here! (48:56)

The PPC Ad Fail; A Click That Generates No Customers

ALT="PPC Ad, Shower,"Your PPC ad via Google that costs you a fortune? Yep, that one; it’s failing. I have a customer experience to prove it, too, and I bet you can cookie cutter my experience into your business.

My bathroom is under construction; has been for three months for various reasons (my contractor being the primary issue). The last major purchase I will make is the shower door.

One evening, equipped with iPad, I launched a Google search for ‘shower door, Dayton’ and was met with an entire first page of local search PPC ads. This is what Google has done to local search marketing — put all the paid ads in a row on the first page, relegating organic content to the second and third pages.

While it’s maddening for owners of owned content, it is a boondoggle for buyers of a PPC ad campaign, or it’s supposed to be. Here’s what happened and why your PPC ad is failing.

Your PPC Ad Fail

[Read more…]

IDG Uses Brand Ambassadors To Align Culture To Brand

ALT="brand ambassadors, IDG story, Soulati Media"IDG is a HUUUUGE company; in fact, it states on its website that it is the world’s largest media tech company. That’s nothing to sneeze at, and you know what else? IDG also had a brand culture problem. It was so big that the individual business units were silos. We’ve heard about silos before, right? Apparently, IDG had never hired a chief marketing officer which is highly interesting for such a massive global corporation.

The company decided to relaunch the brand to better inform customers about what else was available throughout the company, and in order to do so, it had to align its brand culture with all internal stakeholders.

The very first step taken by IDG was to research. This is ALWAYS the first step to take to find all of the problems and to then apply strategy to solve them.

Brand Ambassadors Are Employees

[Read more…]

Our Latest Episode Is Right Here! (33:55)

Branding And Helpfulness Begin With Culture

ALT="Helpfulness,"Helpfulness is akin to giving, giving back and paying it forward. When someone deigns to be helpful, they are thinking not first of themselves, but of another who is more in need.

What does that ‘need’ look like? Down and out, a home crushed from a natural disaster, job loss, medical matter, need for information, an elderly person unable to drive for the groceries or change the light bulb, or someone just plain depressed over the loss of a loved one.

There are many reasons why someone needs to receive an act of helpfulness or kindness, but this is not about challenging you to do more of that. Person-to-person helpfulness is simpler to ascertain, isn’t it?

When you put helpfulness into the same discussion with branding, then the understanding is somewhat blurred. Humanity is helpful; is a brand?

Helpfulness is an element of our heart core. Within you as a human, your heart core is a desire to be kind, genuine and helpful. It forms your person, it becomes your personality, and it is visible in your aura. What’s also apparent is whether this helpfulness philosophy is genuine, or not.

Helpfulness in Branding

[Read more…]

Blog Distribution Channels To Earn More Traffic

ALT="Soulati Media, Jayme Soulati, blog distribution"Blog distribution is rarely thought of, and I’m here to tell you that has to change! Your blog posts, the most valuable pieces of owned media you have in your archives, should never just be published on your website and forgotten. These stories need to be distributed on a wide variety of channels and in a wider variety of repurposed creativity.

Let’s explore further, shall we?

Blog Distribution Channels — A Long List

1. So easy and obvious, your own website is the very first place a blog post is published and greets the world. Ensure your website is owned by you; it’s your created domain name, and it’s on a hosting platform you’ve selected.

1a. A blog post comment section is key for links to others’ content to get added. Sometimes a blogger asks for shares, and these can get added manually. If you sign up for Livefyre, a blog comment platform, your latest blog post is automatically added to your bio descriptor.

2. LinkedIn posts are another obvious pseudo blogging channel. In fact, I had elected to craft this post and publish it on LinkedIn FIRST. Then, as I kept writing and writing, I realized how dumb that would be. I need the content and link juice for my own blog! Remember, that when you publish original content elsewhere first, you miss out on the strength of that content for links and traffic. Do build up your own archives first. Because I’ve been blogging since 2010, I have archives of more than 650 blog posts to my credit. A blogger’s life is never over; there is always a fresh audience seeking content with a twist. Stand out! [Read more…]

My Customer Experience Shopping For Bathroom Tile

ALT="customer experience, Soulati Media"Ever have a customer experience shopping for bathroom tile? It’s not something you purchase lightly or soon forget. In fact, if you don’t have an interior designer, you’ll select everything alone. It’s quite a heady customer experience and it’s one many a marketer is grappling with now.

There’s a retail/online shopping conundrum these days, and you can see the bubble bursting with this news:

[Read more…]

Our Latest Episode Is Right Here! (25:29)

In A Quinnipiac Poll Of My 10 BFFs

ALT="Soulati Media, Future and Past"A survey and a poll from either the leading university (who the hell has ever heard of Quinnipiac University , why is it the bell weather of presidential elections and where on God’s green earth is it?) or politically imbalanced media outlet are dictating how Americans will cast their vote today.

Those polls show that Hilz has lost her lead after a feel-good convention while the Donald is creeping up and running into her backside with numbers that make him cocky and confident.

Who has ever been polled by these organizations in a presidential election? Tell me now, and tell me why these polls can influence and effect the outcome of a presidential election occurring in 50-some days.

Do you allow polling data to influence how you cast your vote or express your opinion? Do you follow a media outlet and hang on every word of their punditry and allow them to make your opinion for you? Do you let your own BFF dictate your vote? Tell me why you’re voting for your candidate with solid support, and I’ll tell you, “Amen, Sistah.”

We rely too much on the effects of the survey and poll to tell us how to react, how to vote, how to feel, how to take action, and basically how to follow the leader.

And, then, there’s Russia. The country that has so brazenly hacked into the livelihood of the totality of the United States from political organizations and celebrities to figureheads and Olympians’ medical records.

Our country has enemies; many of them. In fact, our country has enemies within its borders who are born of these United States. Our Congress has enemies of enemies that sit across the aisles from one another with an obstructionist bent to ensure that POTUS does not succeed or a bill doesn’t pass.

A survey and a poll of my 10 BFFs will tell you that we live in a hateful era where BB guns that look like police-issued weapons and are carried by 13-year-olds cause loss of life in Columbus, Ohio. We hear about Chicago as the gun capital of the world instead of Aleppo, the region in Syria that the green party candidate didn’t know about.


There is too much strife in our world to comprehend; there is too much pain amongst us to consider. Certainly, a survey and a poll can tell us what we already know – that the world is doomed if this strife and unrest continues. Our children will grow up negative; our families will suffer without hope; and, guns and insects will rule the world.

There’s Always Hope

While I’m bludgeoned by the intensity of the hatred and divisiveness in which we live today in our neighborhoods, communities, schools, cities, states, countries, and continents, I have hope.

  • I have hope that my child will be a stand-up citizen and benefit from all the attention I’ve devoted to raise her with conviction.
  • I have hope that the turmoil in the U.S.A. government will subside and that political parties can reduce the barriers and join forces for the good of the American people.
  • I have hope that gun violence and mental illness will wane and families will not lose their loved ones to senseless crimes.
  • I have hope that love will prevail because it has to.
  • I have hope that you will watch over the elderly neighbor next door who needs you to be a beacon of support.
  • I have hope that those who wish that hatred prevail can find peace in their heart to love instead.

Sometimes it’s overwhelming to be an adult who knows too much and who has lived through times unlike these. As a marketer and public relations professional, it’s my job to peruse current events while subconsciously absorbing emotion evoked by the news I read and the strife I feel.

If I immerse too much, I cry. The wonder and ponder I have for my child’s future and her children’s future give me pause. There’s ALWAYS hope with love to envelop it, and I can’t forget. You see, a survey and a poll will never influence my choice; I will make that choice myself with confidence.

What Is A Heartful Business?

ALT="Soulati, heartfulness in business"What the heck is a heartful business? I’ve been using it consistently ever since we launched our podcast, The Heart of Marketing. We = John Gregory Olson and moi, in case you didn’t know.

What I love about this word is that it’s always indicated as misspelled on Microsoft Word and the blog posts I write everywhere. This means it’s not a mainstream word and thus isn’t trendy…so let’s create a new trend in the way of thinking, OK?

Let’s be strategic about your business, and let’s have a discussion about what being heartful is all about.

Here goes…

We’ve been running a series on the workplace on The Heart of Marketing podcast. I’m providing the links to our very popular three so far right here. When you click, you’ll get to our website,, and you can listen from there. These discussions between John and I are very popular, and I like talking about workplace culture, too. [Read more…]

A Nuclear Energy Twitter Case Study

ALT="Soulati Media, Hitachi, nuclear energy, Twitter"In the fall of 2015, I agreed to join my long-time colleague, Caren Kagan Evans, CEO of ECI Communications, as the Twitter professional on nuclear energy for the Nuclear Industry Summit 2016. The Twitter handle @2016NIS was brand new for this event; there wasn’t a single tweet or follower, and ECI Communications was hired, as part of an entire event strategy, to ensure that the Twitter stream was active on a daily basis and earning power up to and through the global event. Daunting, eh?

The Summit culminated April 1, 2016 with 1,656 tweets (I have no idea if this is a lot or not!). This story shares my experience as the only person permitted to tweet on behalf of #NIS16. The State Department, Nuclear Energy Institute, and influencers in the nuclear energy sector monitored the stream closely. I felt the pressure, but pummeled through and focused on the task at hand.

The Objective

Twitter was to be the pulpit for the Summit – to inform, share, educate, invite, engage, and coalesce folks under the guise of the Nuclear Industry Summit 2016.

Nuclear Energy Twitter Strategy

  • I had to immerse in the subject matter quickly and identify those who were safe to retweet with positive and neutral content.
  • I had to maintain a neutral balance without injected opinion, and was thoughtful about retweets of events oriented to nuclear energy.
  • I was to be informative and be the announcer for everything on the brand new website ECI Communications created for this specific event. It’s full of several new videos, presentations, exhibitor information, Summit agenda, awards, a Flickr account for all the Summit photography, as well as industry reports and documents.

The Tacticals

I’ve been on Twitter since 2009, I know the ins and outs of launching Twitter streams from scratch; still, this project was global with key government officials from countries around the world as well as other influencers in the sector.

I identified the influencers and slowly began to get my feet wet. Previously, I had no prior knowledge about nuclear energy; thus, I painstakingly reviewed each influencers’ Twitter stream to learn who the players were, what they were tweeting, and whether I could engage enough to get them to follow me back.

At the same time, I had to ramp up knowledge by immersing in articles written by academia, bloggers and journalists to understand a semblance of the issues. To earn confidence that I would tweet pro-nuclear content versus the negative content presented by anti-nuclear folks, I was more careful than ever before about re-tweeting. I opened every link before it was tweeted, and if it was something juicy, I shared it with my team via email. Often the stories were already known, but a few times I was able to share a story that had not surfaced yet.

The topic of nuclear energy is highly controversial. I set up two search streams for ‘nuclear energy’ and ‘energy media’ to identify news of the day. Probably 70 percent of the news in nuclear energy came consistently from Asia and Europe. There is a lot of global activity on this topic as nuclear non-proliferation and nuclear security remain hot-button issues for the entire world. In addition, there are new nations coming into the nuclear age with new plants coming online while European plants are shutting down. It is a fascinating industry, and the general populace in the U.S. is not up to snuff on the facts about nuclear energy.

I bumped into scholars, academia, students, organizations, companies, countries, journalists and bloggers, atomic/solar/wind energy experts, non-profits, governments, and utilities in the Nuclear Industry Summit stream always careful to be gracious, professional, helpful, and cautious.

The First and Last Tweets

The first tweet posted soon after the New Year, and I averaged 22 tweets per day with scheduled tweets every 30 minutes on a daily basis. I monitored the stream all day, never closing out of Hootsuite and often relegated to to look at the streams of my followers to ensure I was in touch with the leaders in the field.

In between the first and last tweets, the stream became the microphone for the entire Nuclear Industry Summit 2016 to amplify everything on the website as well as news releases to promote the event, and to also pitch and engage media. The tweets were helpful in earning traffic to the website; in fact, I’m going to take a guess that prior to the first news release, Twitter was responsible for 85 percent of the website traffic, and it grew daily closer and closer to the Summit.

It was always intended to live tweet at the Summit, and that’s what I did. I sat in all the sessions and used to set up my ‘studio’ so the hashtag #NIS16 populated in every tweet automatically and also enabled me to track others using the hashtag, too. (If ever you’re tweeting a live event, do check out Tweet Chat.)

At the Summit Expo, I took photos with my iPhone of each exhibit booth. I posted tweets and images for all of the event’s sponsors and added more tweets and images of other exhibitors from around the world.

The final tweets included newly added materials on the website posted after the closing ceremony, as well as information to alert people to the Flickr account and videos.

Key Takeaways

The reason this Twitter strategy was a success is due to my years in social media and my time-seasoned experience (I don’t mean to blow the horn here). Twitter can be extremely tactical for many folks; in fact, Twitter is a highly strategic channel that requires a thoughtful approach to relationship building and engagement. A less-seasoned professional may not have the strategy under their belt to understand the best way to approach a stream being built from 0 to 100 mph in three months.

Prior to marketing automation, this is how we engaged on Twitter – with 1:1 conversation on a consistent basis. People shared appreciatively, and actually read content, too. Those were the basics, and today, this is not being taught.

I could have done a better job had I known more about nuclear energy going in. That was the biggest issue I had, but we were hired to showcase the event. Few people understand how beneficial it is to have subject matter expertise when you tweet; yet, specialty experts who do don’t have the social media knowledge. That’s why I vote for ‘a me’ – someone with the how-to knowledge versus the subject matter expertise. When you seek someone with the how-to, they are going to be seasoned in their craft, and the knowledge will come. (We only had three months though, so it wasn’t necessary to be an expert in nuclear energy for this project.)

The field of nuclear energy is nascent on social media. That was a challenge to earn engagement; perhaps as time goes by, the field will begin to use Twitter more profusely, especially as emerging teams and nations want to share their good news.

A Twitter stream planned to promote a global event needs credibility. It is very important to have a handful of ambassadors who can make introductions and invite others to follow and share. It is always nice to have more of that at any time given the challenges of building from ground zero.

After a short several weeks of scouring the topic and industry, I soon realized the global sector was more active than the U.S. domestic sector. I predicted we would have more international attention at the Summit and more international journalists attending the Industry Summit than U.S.-based journalists. I was right; it’s what Twitter told me!

I love Twitter for what it delivers, how it engages, how it introduces relationships and shares knowledge. The biggest key factoid I can share after this career-high experience is that behind every Twitter avatar that is a logo is a person. I was honored to be that guy for this event.