A mastermind group can be very powerful for your podcast. If you bring a powerful group of people together, the collective mind can create big things.
NAPOLEON HILL
Napoleon Hill first coined the phrase in 1925 in his book the Law Of Success. He expanded on the idea in his 1937 book Think And Grow Rich.
Here is an excerpt from Think and Grow Rich where Hill explains the concept …
The “Master Mind” may be defined as: “Coordination of knowledge and effort, in a spirit of harmony, between two or more people, for the attainment of a definite purpose.”
No individual may have great power without availing himself of the “Master Mind.”
The two characteristics of the Master Mind principle, one of which is economic in nature, and the other psychic.
The economic feature is obvious. Economic advantages may be created by any person who surrounds himself with the advice, counsel, and personal cooperation of a group of men who are willing to lend him wholehearted aid, in a spirit of PERFECT HARMONY.
This form of cooperative alliance has been the basis of nearly every great fortune. Your understanding of this great truth may definitely determine your financial status.
The psychic phase of the Master Mind principle is much more abstract, much more difficult to comprehend, because it has reference to the spiritual forces with which the human race, as a whole, is not well acquainted.
You may catch a significant suggestion from this statement: “No two minds ever come together without, thereby, creating a third, invisible, intangible force which may be likened to a third mind.”
Many people have used Hill’s mastermind concept to create great things. The book goes into the idea in greater detail. Today, I want to give you four specific ways a mastermind can supercharge your podcast.
MENTAL
Like minded people who understand you
Think bigger
Support
Energy and motivation
Impostor Syndrome into confidence
Habits
Focus and clarity
Power of helping others
RELATIONSHIPS
Connections
Create an instant network and extend your current network
Exclusive community
New friendships
GROWTH
Collaboration
Shared goals to improve
Pushed and challenged
Honest feedback
Work through problems out loud
Progress
KNOWLEDGE
More ideas from more contributors for variety solutions
Different opinions
New & better perspective
Insights
Brainstorming
Been there, done that experience
Shared resources
Specific knowledge of others
NOT ALL EQUAL
Not all masterminds are the same. A powerful mastermind needs a leader. This is someone you respect who can hold all members accountable.
A good mastermind also needs structure. Members need to agree when to meet, how to meet and why to meet.
The group requires respect, trust and a desire to contribute. Without a common purpose, it will be difficult for the group to succeed.
A successful mastermind also requires all members to have skin in the game. Every member needs to have incentive to show up and be present every single time. If members have nothing to lose, the effort will be less than optimal.
The mastermind also needs commitment with a timeline, so separation isn’t awkward. There will always come a time when it is time to separate. Plan for it at the beginning.
JOIN US
I am combining my coaching with the power of a mastermind into the Podcast Grad School Mastermind. This will be a small group of 8 podcasters with common goals helping each other succeed.
It will include a weekly call where we all come together. These calls will include 30 minutes of teaching to empower you with new knowledge. That will be followed by a hot seat for each member to work through your challenges with group contribution.
You will also be a member of a private group to allow you to collaborate between calls.
As a member of the Podcast Grad School Mastermind, you will get a bi-weekly one-on-one laser coaching call. You and I will get on a call every other week to personally help you with your goals.
This group will help you demonstrate your authority and market your business through your podcast in order to get more clients.
To get you the attention and accountability you need and deserve, the group will be limited to 8 people.
You need to be a good fit for the group. A podcast should be part of your content marketing. You need to be open-minded and willing to accept constructive feedback with the goal to improve. As an ideal member you should also have a desire to use your podcast to drive your business while helping others do the same.
Would you like to create a deeper connection and relationship with your listener?
There is one adjustment you can make to your podcast to help you achieve your podcasting goals. Whether you’re hope to motivate your audience to action, entertain them with a story or simply get them to listen again, one change to your approach can help you succeed.
This small modification to your approach will have a big impact on creating a trusting relationship with your audience.
It is this. Treat your listener as an audience of one.
FREE WORKSHEET
I have a powerful free resource that will help you define your ideal target listener. This will help you frame you content, words and communication style.
You need to communicate differently with a 25-year-old single guy who is willing to spend money on a BMW than you would with a 51-year-old married female who has grown children and is saving heavily for retirement.
When creating a podcast, it is critical to your success to address each member of your audience as an individual rather than a group, regardless of the size of your audience.
Many podcasters and broadcasters address their audience as a group. “Hello, everyone.” “Good evening, Ladies and Gentlemen.” “You guys are the best.”
Your listeners are not engaged with your show as a group. They are each listening as individuals with unique imaginations. You need to treat them that way.
Addressing your audience as a group is impersonal. Your listener doesn’t feel special. Speaking to a group allows each listener to feel like you are speaking to someone else. It is typical for your listener to feel like it’s alright to not take action, because another member of the group will handle it.
RADIO BEGINNINGS
This style began back when radio began. When radio broadcasting started, station owners needed something to broadcast. The content was typically stage performances broadcast over the airwaves.
The “Ladies and Gentlemen” salutation was meant for the live audience in the theater. It was not intended for the listening audience at home.
At the time, radio was the primary source of entertainment at the family home. Prior to the introduction of television, families gathered around the radio in the family room each evening for their entertainment. Addressing the audience as a group made sense. Listening was taking place as a group.
As radio broadcasts moved from stage performances on the radio to “made-for-radio” dramas that were produced in a studio rather than on the stage, the salutations didn’t change. The live audience was no longer present.
The audience however was still gathered together in the family room. The announcer continued to address the listening audience as a group, simply because it had always been done that way.
THEN TELEVISION
When television was introduced to the family room, long-form radio programming moved to television. Great radio stories like The Lone Ranger, Abbott & Costello and The Green Hornet left the radio for the promised land of television. Radio was quickly being replaced as the nightly family activity in the home.
Eventually, the radio performance was replaced with a disc jockey playing recorded music for the listening audience. Radios also progressed with the introduction of the transistor. Small, portable transistor radios took the place of the large console radios that once occupied the family room.
Listening moved from being a group activity in the family room to being a personal experience with these portable radios. Even as listening changed, most on-air personalities continued to address their audience as a group. It had always been done that way.
NOW PODCASTING
Today, podcast listening has become even more personal. Podcast listening typically takes place alone in a car or with headphones. People are no longer listening as a group. They are alone with your voice.
Even if your listeners are with others while they are listening, each individual is creating unique images in their head. Those images are different from the images created in the imagination of any other person in the audience. Audio is a very personal medium.
Since they are listening as individuals, you should address them as such. Your show should be a one-on-one conversation with your listener.
If most of your listeners are listening alone, it sounds out of place when you say, “Hello, everyone.” Your listener is then saying in their head, “Everyone? It’s just me. Who are you talking to?” “Everyone” is directed at no one. Adjust your language to fit your audience.
If I describe a car making a left turn at a busy intersection, you will envision it much differently than any other person listening to the same story. Television leaves very little to the imagination.
Audio helps create wonderful stories and stirs the imagination. The more personal and individual you can be with your stories, the stronger your connection and relationship will become.
TAKE ACTION
Finally, when you address a group, it is easy for your listener to shirk their responsibilities while expecting somebody else to take care of the tasks.
Let’s say you want your audience to visit your website. You say, “I would really appreciate it if you guys would log onto my website this week and let me know what you think.” Who exactly do you want to take action? You’re addressing the entire group. I don’t need to do it. There will be plenty of others that take action. It won’t make much difference if I don’t do it.
Unfortunately, most listeners are thinking the same thing. When you check your web stats, they’ve barely moved. Very few have taken action. Why? Because you didn’t address them individually. It was easy to assume somebody else would handle it.
THREE STEPS
There are three steps to treat your listeners as an audience of one.
First, get rid of the groupspeak. Change your nouns and pronouns from plural to singuar. Instead of using “ladies and gentlemen” or “you guys”, use “you”, “me” and “I”. Talk to one person. Most everything you say will apply to one person just like it will apply to a group of people.
Second, be personable. Reveal things to your audience that you would reveal to your friends. When you have trust in your listener, she will begin to feel appreciated. Your relationships will become stronger and more meaningful.
Finally, be real. Speak like a real person and not an announcer. Replace announcer words with words real people use. Instead of using “good evening” like a network news anchor from 1975, use “hi” like you would use when you call a friend.
If you hope to make your call-to-action effective, you need to create strong relationships with your listeners. If you want to create strong, meaningful relationships with your audience, you must treat each person in your audience as an individual.
Make each listener feel special. Talk directly to them one-on-one. Use words that sound like you are speaking to one person. Be personable. Be real. Create wonderful relationships as you create multiple audiences of one.
Get the free resource that will help you define your ideal target listener. You can get the free download at PodcastTalentCoach.com/listener.
We are all looking to grow our audience. Who doesn’t want more podcast audience growth? You need a strategy and multiple ideas.
MULTIPLE STREAMS
Multiple streams of income help grow your revenue. Those streams also protect you from any one source going away. If all of your revenue comes from one source, you are at risk of losing most of your revenue if that source disappears.
The same is true with your audience growth. If all of your new listeners are coming from the same source, your growth dries up if that source goes away.
Finding ways to get in front of new audiences is a great way to grow your show. A podcast with a similar audience is ripe for collaboration.
LARRY THE CABLE GUY
I was on a free strategy call the other night with a podcaster. We were discussing how she could use a podcast to promote her books and speaking opportunities.
A podcast is a great way to promote your services and demonstrate your authority.
We talked about her concept, and we realized she didn’t really want to do all of the work to create a podcast from scratch. She really wanted to get a jump start by partnering with an established brand.
That brought to mind Larry the Cable Guy. Back in the early 90s, Dan Whitney was getting his start in stand up before he became better known as Larry the Cable Guy.
If you check out YouTube, you can find stand up routines by Dan. His career was just like every struggling comedian until he found his unique bit and partners to help him grow it.
One of my radio buddies was friends with Dan. Chris and Dan were both coming up through the comedy circuit as Chris was getting into radio.
Dan would call into Chris’ radio show and do his “Larry the Cable Guy” bit. It was commentary on society and hilarious.
This turned into Larry doing the same bit on stations across the country. By being featured on many radio shows, Larry’s comedy career took off.
Larry didn’t need to create his own radio show. He just found established partners who could help him jump start his career.
FIND A PARTNER
As I was talking to this podcaster, and we realized she didn’t want to start from scratch, I told her the story of Larry the Cable Guy. She has a friend who would let her do a feature on his show each week. This is a perfect way to get started.
When Cliff Ravenscraft was doing the Podcast Answerman Podcast, Erik Fisher would do a technology segment on the show each week. Erik now has BeyondTheToDoList.com. Finding a podcast partner is a great way to create audience growth.
BENEFITS
There are a few benefits of using a partner for audience growth.
Somebody else creates the bulk of the content
No need to edit. You can just show up, record and be done
It is a jumpstart. You start a few rungs up the ladder
You get in front of a whole new audience
DRAWBACKS
There are also a few drawbacks of this strategy
You don’t control the entire content of the show
Somebody else’s platform gets the benefit from promotion
You don’t control the promotion of the show
You don’t control the brand and image of the show
AUDIENCE GROWTH STEPS
If you want to try this approach, three steps.
Find someone with an audience you’d like to attract
Determine how the main host will benefit from your feature
Create a simple agreement in writing, including how often, how long, when you record, compensation (plug your site, etc), how the agreement ends, what happens if one party doesn’t live up to the agreement.
FREE RESOURCE
If you would like 75 ways to drive engagement with your podcast, visit PodcastTalentCoach.com/increasedownloads. These ideas will help you create audience growth for your podcast.
When you want your listeners to stick around and listen to what you have to say, you need to give them a compelling reason. Your listener needs to anticipate what is to come later in the show. You need to excite them. You need to tease them. Create anticipation.
Dave Jackson of School of Podcasting and I were coaching a podcaster on an episode of the Podcast Review Show the other night. At the end of the episode we were reviewing, the host said, “In the next few weeks, we will be interviewing great guests like A, B and C.”
I told him it was great that he was enticing people to come back to future episodes. However, he wasn’t really creating any excitement about those shows. Do any of those guests give a piece of content you cannot get anywhere else? Let’s tease that.
MORE THAN PROMOTING
If I say, “Next week, we will be interviewing Dave Jackson”, I do very little to create any anticipation for you. It is just another interview.
If I say, “Next week when we talk to Dave Jackson of School of Podcasting, he is going to give you the one trick he uses to land the really big interviews for his show and it works 92% of the time”, that creates some anticipation for the episode. A true tease creates intrigue and a little excitement. It makes your listener ask, “I wonder what it is.”
Anticipation is a key feature to storytelling. Your story should build just like a good plot builds in a movie. You need to make your audience anticipate the content that is on the way.
Your story is similar to a vacation you are planning to take. The fantastic anticipation for the trip is almost as pleasurable as the trip itself. You can’t wait for the trip to arrive. You want your listener to feel the same way about your story.
When your listener can’t wait for the story to arrive, you have created some great content with an powerful tease. Your listeners will get more enjoyment from your show when they get the tease payoff more often. The pleasure of the “oh wow” factor will be increased. The joy of anticipation will keep your audience coming back for more.
EFFECTIVE TEASE
There are three steps to creating an effective tease.
#1 – Intrigue me.
When you promote content that is coming up later in the show, you must give your audience an intriguing reason to stick around. It isn’t enough to simply say, “A great story about this weekend is coming up.” Few will stick around for the payoff. The tease lacks stickiness. It doesn’t hook the listener.
A creative tease produces anticipation. Instead, use something like, “You’re never gonna believe what I found in the attic this past weekend. My world is about to take a wild turn.” With that statement, your imagination begins to work.
What could it be? A wasp nest? An antique? A structural problem with the house? Imagination is the magic of a creative tease. Stir the imagination of your audience to truly engage them with your content.
When possible, intrigue by incorporating the listeners world. “This weekend, I discovered a way to save $100 a month on my grocery bill by changing one thing in the way we shop. I’ll tell you how you can do it too.” It answers “what’s in it for me” for your listener.
#2 – Give them 80%.
To create an effective tease, give your listener 80% of the story while leaving out the most important 20%. It is similar to giving the setup for a joke without providing the punch line. Lead your listener right up to the line, but make them wait to step over.
The key to an effective tease is to withhold the most important 20%. Let’s use our previous example of the attic weekend. I could say, “You’re not gonna believe it, but I found a $25,000 antique painting in the attic this weekend. I’ll tell you what’s on it coming up.”
This is a perfect example of withholding the wrong 20%. Who cares who is on it. If it’s worth $25,000, it could be a painting of the sky. It wouldn’t matter to me. I’d only be asking where I could sell it.
$25,000 is the most exciting piece of information in the entire story. That is the piece that I need to withhold to create some excitement. To properly tease, I need to say, “In the attic this weekend, I found an antique painting of Napoleon. You’re never gonna believe how much it is worth.” You are more likely to stick around to see if I can retire on my winnings when I set it up in this fashion.
Make it impossible to search online.
You want your listener to keep listening for the payoff to your set up. If I can simply search on Google for the answer to your tease, there is no reason to keep listening. I can just look it up and be done with it.
#3 – You need to get creative to make your tease unsearchable.
Let’s say I have a story about Joe Celebrity getting drunk at High Profile Bar in Las Vegas over the weekend where he got arrested for assault. I could say, “Another movie star got arrested this weekend after he got in a fight with a customer at High Profile Bar in Las Vegas. I’ll tell you who it is coming up.”
Celebrity name is part of the correct 20% I’m withholding. However, I can look this story up on Google in a heartbeat. If I search “Arrest High Profile Bar Las Vegas”, the chances are good that I will find the story in the first few search results. The tease isn’t effective. It is too easy to search.
To make the tease more powerful, make it impossible to search. “Another bar fight over the weekend landed another celebrity in jail. The story is coming up.” This tease makes it much more difficult to search. If you entered “celebrity bar fight weekend” in Google, 70 million results show up. It will be much easier to wait for my payoff than to begin searching 70 million Google entries.
RELATIONSHIPS
The three steps to powerful teases will help you begin to engage your audience on the way to building powerful relationships. Use the three steps in your show recap to entice people to listen to the episode. Then, use them again during the introduction of the show to get listeners to enjoy the entire recording.
You’ve worked hard to create your content. A lot of effort has been exerted on your part while writing and recording your show. Make your content intriguing by using these three steps in the art of the tease.
When you use the art of the tease, your listeners will spend more time with your show. The increased frequency of the tease payoffs will help your audience enjoy your content more. When your show is more entertaining, it becomes more engaging. When you truly engage your audience with your content, you can begin building powerful relationships. That’s where trust and influence with your listener begins.
Are you like most podcasters? Are you trying to find ways to increase downloads of your show?
I am building something that will help you increase your downloads, build your engagement and create some revenue with your podcast. I’m putting the finishing touches on it. It should be ready for you soon.
Part of this project will help you develop ideas. You can use these ideas every day to increase your downloads.
In the meantime, get my full list of 75 Ways To Drive Engagement With Your Podcast.
Tease upcoming topics on future episodes. This will help listeners find other episodes that might be of interest.
Ask for reviews and make it benefit your listener. Listeners don’t do much for you. However, reviews teach your audience to respond and engage. Recognize them on the show.
Everything interesting is about people. Find the angle for your content. Tell stories about others that relate to the content.
Ask listeners what you should ask your next interview guest. This will get your audience invested in the show. Acknowledge who submitted the questions.
Highlight a new resource each week. Then tell the resource creator about it. This helps listeners. You also may get some free publicity if the creator acknowledges your mention to her audience.
Promote your website with a benefit. Create instant gratification. “Sign up for my newsletter” is no real benefit. “Get a tip each week” is a benefit. If you are promoting your website, make sure you promote the benefit as well.
Have listeners submit a tip of the week. This gets listeners invested in the show. When you acknowledge their idea, tip or submission, they feel rewarded. They may also tell others.
Get the full list of 75 Ways To Drive Engagement With Your Podcast.
Some podcasts start the episode with some chit chat. This is the small talk at the beginning of the show that really has very little to do with the show topic.
“Hey, how are you?” “What have you been up to lately?”
The small talk at the beginning of the show is sometimes between co-hosts and sometimes between host and guest. But, should it be there? Should chit chat be part of your episode?
If you believe the Facebook discussions and episode comments, you would think chit chat is causing all of your listeners to leave your show in a stampede.
Some small talk could actually help you if you package it correctly.
First, let’s agree. Chit chat for the sake of hearing yourself talk does no one any good. That is definitely not the small talk I am recommending.
Your chit chat at the beginning of the show must support the content of the episode. It should add context to the discussion.
WHAT IS YOUR TURNOFF
There was a post in a podcasting Facebook group the other day. The question was, “What makes you turn off a podcast or click unsubscribe?”
As soon as someone said “Too much rambling before the subject i’m actually listening for gets going”, everyone jumped on the bandwagon.
Other comments include …
“I don’t like super long intros, bad sound quality and when hosts get too ‘in jokey’.”
“I hate when there is too much faffing about getting to the point of the episode. All that ‘so how was your week?’ stuff going on 12 different tangents for 15mins before we get to the meat.”
“BORING PREEEE AMBLE! – I don’t mind if your opening chit chat is fun or relevant or interesting, but if it’s you just you and your guest warming up – commmmmme onnnn! EDIT!”
“Boring interview babble at the beginning.”
“Episodes that don’t get quickly to a takeaway. I find many podcasts that meander around too much, especially co-host and Interview formats.
YOU CAN’T CATCH UP
The thing to remember is that you cannot catch up to a slow start. You need to give value right from the start.
When your show opens, tell listeners exactly what they will get from this episode. If they stay to the end, how will they benefit? Tease it by creating some anticipation for your listener.
Now, if you want to include some chit chat here, it should add some context to the content. This could be a story about something that happened to you this week and how it relates to the topic of the show.
Let’s say you are doing an episode about shaping your effective chit chat. You could start with a story about being on Facebook and the way everyone jumped on the bandwagon. If you had a co-host, you could talk about your feelings and opinions of small talk.
This story adds context to the show. This is the reason we have decided to discuss this topic on this episode.
There is one important thing the story does. Your chit chat allows your audience to get to know you.
People do business with those they know, like and trust. This part of your show allows your audience to get to know you and what you believe and value. You simply need to frame it correctly.
FOUR STEPS
Here are the four steps to add valuable chit chat to the beginning of your show.
First, open the show with “what’s in it for me”. Tell your listeners exactly why this episode is valuable and how they will be better when it is over. Make them want to listen to the entire episode. Create some anticipation.
Next, add a story and some chit chat that relates to the content on this episode.
Then, start the story and chit chat by making the connection between the story and the episode subject.
If your episode is about chit chat, start the story with something like, “Some small talk could actually help you if you package it correctly.” Make it a powerful headline.
Finally, don’t overstay your welcome. Once you make your point with the story, get into the meat of the content.
You can’t catch up to a slow start. If you are going to include some chit chat and small talk, make it valuable so it supports the content of the show.
So many gurus tell you to create your podcast avatar. They might even tell you how to define your target listener. However, very few teach you how to use that podcast avatar once you have it created.
THE IDEAL LISTENER
Why do we create an avatar or ideal listener?
Dave Jackson and I do a podcast together called “The Podcast Review Show“. Podcasters join us on the show to have their podcast reviewed. It is basically a coaching session with the two of us for 60 to 90 minutes. If you would like to be on the show with us, visit PodcastReviewShow.com.
We were talking to two engineers the other day reviewing their show. We asked them about their target listener. They are like most podcasters. They said, “Our show is really for everyone.”
I realize you want a large audience. I know you want to get as many listeners you want without alienating anyone. However, your show cannot be for everyone.
These two create a show that highlights engineers, mostly civil, and the great work they do. The content and discussion is great.
Is their engineering show for 12-year-old girls who love ballet? Is it right for 60-year-old guy who sells newspaper advertising? Would 33-year-old professional athletes be interested in it? Maybe, but probably not.
As we talked, we determined the show is probably for a 20-year-old university student who is trying to define her path through the industry. This doesn’t mean 45-year-old executives wouldn’t be interested in the fascinating conversation. This simply means we are creating content custom designed for the college student.
When we focus the content, the guy that is 45 still enjoys the conversation. However, the college student gets so much more out of it, because we are answering the questions he is asking. We are giving him exactly what he needs. The show means something to him.
DEVELOP YOUR TARGET LISTENER
One of the Podcast Talent Coach worksheets available to your for free is the Listener Development Worksheet. This tool will help you develop your avatar to make your show more powerful and create more engagement.
With a podcast avatar that is clearly defined, we are discussing his wants & needs. The stories we tell and details we share are relevant to him. The desires of your podcast avatar create a filter that will help you decide what examples to include.
To help you define your podcast avatar, get my free Listener Development Worksheet. By completing it, you will have a clear picture of your ideal listener. Download it for free online at PodcastTalentCoach.com/listener.
THE STUDY
I really started understanding target listener when I read a study by Arbitron (the radio ratings service) and Joint Communications (a radio consulting firm). The study was called “What Women Want: Five Secrets To Better Ratings”.
This study really got into the differences between men and women. The interviews revealed the reasons women spend time with radio. The reasons were very radio-centric and don’t really apply to you.
What is relevant is the differences between the genders. When I realized there were variances between listeners, I understood the importance of really defining the ideal listener. Who is that one, ideal person we hope to attract to our content?
When we began developing the ideal listener, when then learned the more we focused on the ideal listener, the more our overall audience grew. This even included the listeners that didn’t necessarily fit the ideal mold.
Our content became better focused and relevant. It was a turning point for me.
The target listener of our radio station helped us decide what music to play. It shaped the contests we did. Our ideal listener helped determine who to hire to be on the air and what content should be included. It was a filter for everything we did on the radio.
INCLUSION
People want to feel part of the discussion and not like they are sitting in a lecture.
How do you create that atmosphere on your podcast?
First, download the Listener Development Worksheet at PodcastTalentCoach.com/listener. Then, let’s have a discussion about your show.
Take advantage of my free podcast strategy call. I can help you define your podcast avatar, your target listener. We can then develop a strategy to reach your goals.
What is the purpose of your lead magnet? Did you create your lead magnet just to get an e-mail or launch your funnel?
The real purpose of your lead magnet is to create a relationship.
A lead magnet is something of value you give to a person in exchange for the contact information. This allows you to begin fostering a relationship with that individual.
When you download this worksheet, you will notice that it fits the 7 primary characteristics of a solid lead magnet.
The worksheet also contains a few examples of what a lead magnet should NOT be, such as a long e-book. Extensive material like an e-book or long video course takes too long to consume. Your audience is looking for quick results.
Be generous and give to your audience. Help them succeed. Lead magnets help you do just that. You are giving your resources and knowledge. This will help you begin to build a strong relationship with your listeners.
If with every action you expect something in return, your audience will sense it.
Let the law of reciprocity happen naturally. Some will take action. Others will not. Appreciate what you have. Help as many as you can.
PURPOSE
Your lead magnet should do five things.
1. Help your listener solve a known problem.
2. Be consumable in five minutes or less.
3. Begin creating your relationship.
4. Gain their e-mail address – sometimes.
5. Demonstrate your expertise.
Create a few lead magnets for your audience. Some will work. Others will not. Keep trying until you find one that clicks with your listeners.
Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.
Why are you creating your podcast – because you love it or to gain a ton of listeners?
Both. But, it has to be about your passion first.
Be passionate. Love what you do.
You don’t want to be forced to entertain a large audience with a topic that feels like work. You want a topic that you love and you can talk about for days regardless of who is listening.
Audience size is relative. A weight loss audience is going to be much larger than an audience for a podcast about magic. The topic is more universal.
An engaged audience is the right size. A golf coach who handles a few pros is probably making a lot more money than a golf coach who has a podcast and course. The podcast golfer has a large audience that is engaged on a superficial level. The pro golf coach has an audience of a few who are incredibly engaged on a daily basis.
Your podcast is the same. You need to find the audience that will help you reach your goals. Create your content for the people who love what you do.
When you compare your audience size to the big gurus or those in a different niche, you will only be disappointed. Comparing yourself to others is a recipe for let down.
Be selective about who is in your audience. Find the right people. You are creating your podcast for those people.
Talk about a topic you love. Give it to an audience who is just as passionate as you are. That is the recipe for success.
When you create a podcast around a topic that you love, you are creating your podcast for the right reasons.
Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.
I was working with a client the other day and he was having a tough time structuring his stories in order to make them as powerful as possible.
To make your story strong, start with the end in mind. Lead with the punchline. Make your point right up front. If you wander into your story, it will be difficult to capture the attention of the audience.
Then, follow the powerful introduction with great details.
My client is originally from Bangladesh. He was telling a story of growing up in his village. There was a homeless guy in his village who had a lot of personality.
The guy was a really lovable guy. Everyone in the village would help him.
Eventually they had to cut off the help. The village thought the guy was just free-loading and doing nothing to help himself.
One day, my client was walking back to the village with his dad and brother. They saw a crowd of villagers are attacking the homeless man. Everyone was chanting “thief”. Apparently, the guy was being punished due to custom of handling thieves.
Two years later, my client was living in US. Living with his uncle, aunt & cousin. The cousin was the reason he and his brother didn’t feel homesick.
They boys went to a toy store. As they were leaving, security guard stops them because the cousin had shoplifted. The boys thought the guards were going to put their hands on cousin.
This was all due to what had happened in their village back in Bangladesh. They stepped in to intervene. The guards said they were just going to tell his mother.
THE POINT
The point of the story was events will hold different meaning to different people due to their background and culture. You should learn to understand before you judge.
However, this was the exact structure he used for his story. The entire time he was telling the story, I was wondering where he was going.
What do we want people to take away from this story? Start with the end in mind.
Storytelling can transform your podcast.
People do business with people they know, like and trust. Stories help you develop that knowledge, likability and trust.
Your stories define you and will touch many more people. The stories you tell and the details you include reveal many things about you. That begins to develop that like and trust.
It can be a bit scary to reveal things about yourself on your podcast. Develop the ability to recognize your unique thoughts and the courage to reveal them on your show.
MY COACHES
Two radio coaches have influenced me greatly over the years. They each have similar views on storytelling.
Radio consultant Randy Lane says use stories to “make it human by making it humorous, compelling or tragic”.
Radio talent coach Bill McMahon suggest you decide what you hope to make your audience “Laugh at, marvel at or better understand.” He calls it the provocative point.
How do you want your audience to feel after hearing your story? Frame that feeling in your engaging introduction. Decide what you hope to reveal about yourself with the story. Start there.
My client’s provocative point was that we should aim to be more understanding rather than judging. Things have different meanings in different cultures due to the person’s upbringing.
Start with your provocative point and then add details in the story that help support it.
Stories help you connect, motivate and inspire.
After you have defined your provocative point, there are four parts to the storytelling structure.
ENGAGING INTRODUCTION
This pulls your listener right into the story. Your introduction should tell your listener exactly where the story is headed. It should include your provocative point. Nobody wants to go on a trip when they don’t know where they are going. Let them enjoy the journey.
VIVID DETAILS
How will your emotion be revealed in the story? Use vivid details to make your story come to life in the theater of the mind.
What is the boundary between painting the picture and being too detailed?
Still moving the story forward.
POWERFUL CONCLUSION
Wrap up the story with a reframing of your engaging introduction.
WHAT ELSE?
Asking “What Else” will transform your show. Don’t let the story simply end and fade away. Turn it into something powerful.
“What Else” can we do with a compelling story? You could create a video, continue the conversation on social media, follow up with listener input in the following episode or various other things. Let your story lead to something bigger.
Ask “what else can we do” and see where it leads.
Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.
Does the thought of selling make your palms sweaty? Do you get that pit in your stomach? There is a way to ask for the sale even if you are a horrible salesperson. You can close the deal without having to be pushy or use a hard close.
Zig Ziglarhad many great quotes. One of my favorites is, “You can have anything you want in life just as long as you help enough other people get what they want in life.” How true that is.
It is also the key to great sales.
GIVE
As you turn your information into engaging entertainment with your podcast, keep in mind that helping people is part of the foundation of a strong relationship. If you take, take, take, your relationship won’t last long. If you are there to give and help, you will develop friends for life.
Ziglar is a great example of helping people. His speeches always offer great tips to improve your life, sales or attitude. The organization bearing his name also has great books, CDs and other products they sell. However, most of Zig’s time was spent on helping others. There is a lot of free Ziglar information available. He consistently helped others and eventually the sales come.
I have learned a lot about sales through my 30 years in radio. Our stations have created my great campaigns for clients.
The successful sales process at our radio stations always began with a customer needs analysis. Rather than simply selling them commercials, we set out to determine their goals. Then, we would create a campaign to help them succeed.
Many clients would come to us to help market their business. When we would ask what they hoped to accomplish, they would say things like “make more sales” or “get more people in the door”.
We would then dive deeper to really determine the client’s pain and how we could best help them overcome those issues.
It wasn’t about selling commercials. It was about helping our clients achieve their goals.
THE SALE
There are four essential steps present and necessary in every sale. The four steps must be followed in order for the sale of everything. If one step is skipped, it will derail the entire sales process.
The four steps in the sales process are qualify, rapport, educate and close.
Your podcast is always selling something. It could simply be your ideas. You could also be selling an actual product. You are most likely selling your listener the idea of listening again. Be sure you follow the four steps.
QUALIFY
First, you qualify your prospect. Are you right for them and are they right for you? Accept that your show, product and service will not be perfect for everyone. However, it will just right for a few.
The qualification step will probably occur in the description of your show. If your show is about gardening, you probably will have a difficult time attracting someone not interested in gardening. They are not a qualified “buyer”.
RAPPORT
The “rapport” step is where you are building the trust. You are creating a relationship where your listener truly believes you are there to help them.
When you get your listener to tune into the show, you begin building rapport from the start. Help your audience where you can.
EDUCATE
Next, educate your listener. Explain what problems are solved by your “product”. Explain the importance of solving those problems. Explain how you have succeeded in that process in the past. Describe the transformation. Help your listener solve their problems.
Most podcasters have very little issue with the first three steps. The heartburn comes with step number four … closing the deal.
How do you ask for the sale without feeling like a slimy salesperson? How can you close the deal without the pressure of the hard sell and the discomfort that comes along with it.
THE CLOSE
If you have completed the first three steps successfully, the close should be easy. It should handle itself.
If you have truly helped your prospect to this point and clearly explained the steps to the transformation, your prospect should be ready to buy.
The first three steps have found a qualified “buyer”, developed a relationship with that individual, and explained to your listener how you can help them. If the close is difficult, you have probably made a shortcut through one of the steps. Make sure each step is fully executed.
SELLING
Marketer Joe Polishsaid great marketing gets people properly positioned, so they are pre-interested, pre-motivated, pre-qualified, and predisposed to do business with you (or act on your call-to-action). Great marketing therefore makes selling easy and unnecessarily.
If you have truly engaged your listener and created that strong relationship we’ve been discussing, the selling should take care of itself.
Selling becomes difficult when you are trying to get your listener interested. Selling before your listener is motivated is a challenge. Trying to sell to a listener that isn’t qualified is hard work. If your listener isn’t predisposed to taking action, you will need to sell hard.
When you have taken the time to build the relationship, your listener will be pre-interested, pre-motivated, pre-qualified, and predisposed to do business with you. They will be ready to buy.
Selling, in terms of convincing your listener to buy, will be unnecessary. Your marketing and engaging relationship will have them ready for your call-to-action.
When I have a FREE podcast strategy call with a podcaster, we talk about their goals. We also talk about the pain and struggles they have encountered attempting to reach those goals.
Once we have determined the destination and figured out where they pain is, we then develop a plan to reach those goals. I have showed them the transformation. They can envision what is possible.
If I feel I can help them achieve those goals, meaning I have qualified them as a potential client, I simply ask, “Would you like some help making it happen?”
If I have built rapport with them and educated them during the call, they will feel I am the right person to help them reach their goals. If I failed in some point along that path, they will tell me no.
Regardless of whether you use me or not, it is my commitment to help 1,000 podcasters this year learn to leverage their podcast. It has been my experience through my 30 years in radio that your content is much more powerful when it is relationship-based. During our 30-minute call, I hope to teach you a few ways to reach your goals.
HELP FOR YOU
I want to help 1,000 podcasters reach their goals. These FREE podcast strategy sessions are part of that journey.
When you seek to serve first, selling becomes much easier. It literally takes care of itself. Give it a try.
If you would like a FREE podcast strategy session, get the details at PodcastTalentCoach.com/coaching. Let’s see what we can do.
We all want more downloads and more engagement for our podcast. If you’re not growing, you are shrinking. But where does that engagement begin?
There are many theories on engagement. Many work. It is usually about style. However, one principle holds true. If you want more engagement, you need to ask for more engagement.
In sales, if you want your customer to buy, you need to ask for the sale. In podcasting, if you want your listener to do something, you need to ask them to engage.
Before you can ask for engagement, you need to define what you want your listener to do after the episode is over.
We talked last week about defining your target listener. Use that target listener definition as a filter for your content. Then, decide what you want your listeners to do with your content.
Just the other day, I heard a podcast host answering a listener question about a website. The host said, “Click on the ‘FAQ’ tab. I’m not sure if it is above or below the video.” Now, let’s think about this answer. Before the show began, the host knew he was going to answer this specific question. He knew the steps to take in order to solve the listener’s problem. In preparing, he apparently stopped there.
Instead of taking notes and knowing the exact details regarding the answer, he just freestyled and sounded uninformed. In doing so, he sounded like he wasn’t quite sure of the answer. It would have taken him 2 minutes to pull up the website before he began to record and jot down a few notes regarding the answer.
Listen to a podcast like “48 Days To The Work You Love” by Dan Miller. In the show open, Dan lays out the exact e-mail questions he will answer. He has all of the information at his fingertips for each detail he intends to give. He doesn’t stumble. He doesn’t guess. Dan knows exactly what he is going to deliver. He is prepared and sticks to his plan.
That is what I mean when I say “be prepared”. Get the details down. Stumbling makes you sound unsure of your answer. Nailing the details will give you credibility and make you sound like the expert you are.
SHOW PLANNING
Before you are able to create unique content, you need to properly prepare for the show.
You must know where you’re going before you can actually get there. That statement is true with a road trip and it is also true with your podcast. When you set out to record a show, you must have goals in mind. Once you’ve determined what you hope to accomplish, you can then decide how you will make it happen.
So many podcasters seem to record their show less than fully prepared. I hear hosts often search for details that should be right at their fingertips. There is no reason to lack the proper information while you are doing your show. If you’ve fully prepared for your podcast, the information should be right in front of you.
There are five key steps to properly preparing for your show. Taking these five steps each time you record will give your show focus, make your show more entertaining, and create stronger relationships with your listeners. These steps will also make you sound more professional.
If you have ever fought the impostor syndrome, being more prepared will help you win that battle.
The impostor syndrome, or impostor phenomenon, is the psychological phenomemon in which people are unable to internalize their accomplishments. Despite external evidence that proves they are deserving and successful, those that suffer from impostor syndrome do not feel they deserve the success. These people believe their success came about not because of skill or expertise, but more because of luck or manipulation.
Students sometimes face this phenomenon in college when they tell themselves they really don’t belong in such an esteemed university and others may soon discover the fraud.
It is common for us all to experience the impostor syndrome to some extent. The phenomenom is roughly the opposite of your ego. Your ego is telling you that you are the best around and people should admire everything you’ve done. Your internal impostor is then telling you that you have no authority to be doing this. You are a fake and a fraud with no credibility. The only reason you are in this position according to your internal impostor is because nobody has yet discovered the truth.
Both your ego and impostor exist within you. Learning how to manage both is a challenge. Being well prepared for your show and having the confidence to stick to the plan will help you win that battle.
Here are the five steps to adequately prepare for your podcast.
YOUR GOAL
Overall, what do you hope to accomplish with this particular show? Define the call to action you hope to make your listeners take. Here, you are defining the ultimate purpose of this specific show.
The purpose of this particular episode may be more focused than the overall goal for the podcast as a whole. If the general goal for your podcast is to teach people to coach lacrosse, the goal of the show today might be to discuss the power of Double-Goal Coaching. The goal today is a subset of the goal for the podcast overall.
Your call-to-action of your show could be many things. It could be teaching your audience in order to build relationships, sales of your product, visiting your website, supporting your cause, joining your club or simply listening again. Know what you hope to accomplish before you begin the journey.
Knowing the goal for your show will help you develop a filter for your subject matter and topics. When each topic passes through this goal filter, you will be able to determine if the topic should be part of the show and how to best handle the content. Your show filter helps keep the show focused. You cannot build your filter until you first know the goal of your show.
Let’s take the “School of Podcasting” podcast with Dave Jackson for example. Dave is focused on helping people launch podcasts. He wants to help as many people as possible get up and running with their own show. Therefore, everything Dave does on his show is centered around that goal. His content goes through that show filter.
Dave also reviews podcasts. Reviewing shows isn’t part of launching shows. Dave has a completely separate podcast called the “Podcast Review Show” that I co-host with him. Where “School of Podcasting” is focused on launching, “Podcast Review Show” is focused on improving. Both shows have their own unique filter for the content.
The goal you develop for your show will build a focus for your podcast. When your show has focus, people know what to expect. Consistency is developed with your content. You also build confidence to fight your inner impostor when you consistently reach that goal each and every show.
STRUCTURE DEFINES TOPICS
Once you have developed the goal for your podcast and a goal for this particular episode, you need to determine which topics you hope to discuss today.
Topics come in many different forms. A podcast will sometimes focus on one topic for the entire show. Sometimes a podcast will have an overall theme while handling a few different topics under the umbrella of that theme. There are podcasts that answer various listener questions during the show. Others interview guests. And yet, some podcasts combine many styles into one show. How you approach your show is completely up to you. That is one thing that makes podcasting so great. You are in control.
Your show should have a structure that you follow for each episode. Your structure is a rough guideline that can easily be followed by your listeners. You might start the show with your show open and a quick overview of the episode. You could then include some news about your business and the industry in general. A short guest interview could be next followed by listener e-mail questions. Finally, you could end with a recap and contact information. Each week, you simply plug in new content to each segment.
On the other hand, your show may only be an interview each week. It could be very focused and streamlined. You get to decide.
Once you have built the structure for your show, you can easily determine which topics will fill each particular episode. You can look at the structure in the example above and know exactly what you need. To record today’s show, I would need my show open, my outline, a list of news headlines, my recorded interview, and a list of e-mail questions and supporting answers.
Many people forget to bring the answers to the questions. Have your answers outlined to ensure you have any supporting material you need to appropriately answer the questions. When you try to answer the questions off the cuff, you will inevitably forget some important facts. It is best to make some notes before you begin recording. That takes us to the next step.
STRATEGY FOR EACH TOPIC
When developing your strategy, you need to determine how you will address each topic. Whether you are presenting information, answering questions or interviewing guests, there are many ways to address each topic. You do not need to do it the same way every other podcast does it. Be unique. Find the way that will stand out.
If you are interviewing, do you need to ask the same questions that every other podcast asks? What if you play a game with each guest called “The Hat of Forbidden Questions”. It’s a hat filled with crazy questions. You simply reach in the hat, pull out a question and ask whatever is on the card. It is completely different than every other podcast. It will also get unique answers while engaging your guest in a unique manner.
Here is a tip many people forget. This is show business. You could play “The Hat of Forbidden Questions” and never even have a hat. You could have a list of crazy questions for your guest written out and simply pretend to reach into a hat. This is show business. You are here to entertain.
Do you think the actors in “Seinfeld” or “The Sopranos” ad lib their lines? Of course not. Do you find it less entertaining when they follow the script? Of course not. There is no reason you cannot add a little show biz to your show.
Just be sure to always be true to the show. If you are going to pretend there is a hat, you MUST ALWAYS pretend there is a hat. Giving up the showbiz secret will ruin everything. On the other hand, you could really have a hat and have a ton of fun with it.
Determine how you will approach each topic. Will you play audio examples? Will you play voice messages from your listeners? Are you going to read e-mail? Maybe there is a guest contributor. Determine each approach before the show begins.
OUTLINE
Once you’ve created the show topics and the strategy for each topic, you need to create an outline for the show that includes each topic.
An outlines serves two primary purposes. First, you can use this outline in your show open. It will give the audience an idea of the content in the show today. Second, the outline will keep you focused during your show. The outline will help you determine where you are going and serve as a reminder of how you plan to approach each topic.
Your outline should be detailed, but not scripted. Include the important facts and notes on your outline. You will want this information at your fingertips during your show. When you begin telling a story and you don’t have the specifics right in front of you, the story gets off course and you lose momentum.
Build the outline with enough content to help you get through the information, but not so much that your show becomes scripted. You simply need to write down enough information to remind you where you are going. It is the map you are following. Road maps don’t show every detail of every building along the route. They simply draw a line to represent a road. You get the idea and end up at your destination. The same is true with your outline.
Do not write a script. Tell stories instead of reading them. If you sound like you are reading your information, you will sound stale and boring. Engage with your audience by telling stories. Make the stories come to life by using great words and inflection in your voice. You won’t get that energy, excitement and engagement when you read a script.
THE DETAILS
The final step before recording your show is gathering your details and supporting information. This includes the facts, figures, details and other elements will you need for each topic. Gather all of the information you need before the show begins.
Look over your outline to ensure you have each piece of supporting content. Make sure you have the facts to your stories. Gather the audio elements you plan to include. Round up any e-mails you plan to address. You do not want to waste the time of your audience while you search through your inbox trying to find that one great question you hoped to include during the show today. Be prepared.
If names are important to the story, jot them down. If dates or a timeline is a critical part of the tale, make note of it. I hear shows go astray quite often when the host cannot remember the web address for their story. The often say something like, “Hold on, I’ll find it here.” You then hear them tapping on their computer while searching Google to get the address. If they knew they were going to approach this topic with this particular story, the web address should have been part of the outline. Be prepared.
I recently heard a podcast trying to remember the web address for one of their topics. The host couldn’t come up with it. He paused recording the show, found the address and then started recording again. This is perfectly acceptable. Sometimes you don’t realize you need a piece of information until you are well into the story.
The issue I have with the way he handled the situation is how he addressed it during the show.
He said something like, “There is a website that will help you with this. It is … uh. Oh, what it is. It is something like WebAddress.com or something. Oh, I can’t remember right now. It’s a great web site. Ok, I just paused the recording and found it. It is GoodWebAddress and it gives you everything you need.” The “Ok, I just paused the recording and found it” line came out of nowhere. Listening to the show, I couldn’t tell he stopped recording and started again. The context was completely out of whack. The listener heard no pause. The subject matter simply started again in another place.
Now, he didn’t say those words exactly. I am paraphrasing. I am also keeping his name and podcast out of it, because I don’t want to embarrass him or disparage his show. This is simply to make a point. His show is great. More importantly, I don’t have his permission to name him or his show.
With a few creative edits in post production, you would never have known he didn’t have the information in front of him. It is show business. This is about your credibility. You are trying to build trust with your audience. If you look unprepared, you look amateur. Sure, reveal your flaws during your show. But, don’t look like you are unsure of your content.
In post production, he could have edited the content to say, “There is a website that will help you with all of this. (edit) The website is GoodWebAddress. It gives you everything you need.” No need to look unprepared. Take two minutes to make it sound professional.
Get all information in front of you that you will need to record your show. Force yourself to stick to your outline of your content. When you start following tangents that are not on the outline, you get into territory for which you haven’t prepared and have no supporting information. You then fight to get back on track.
Build your reputation, trust and credibility by being a prepared, professional podcaster every time. Even if you are only doing it as a hobby, you need people to trust you in order to bring them back episode after episode. Your supporting information right in front of you before the show begins will help you sound knowledgeable and prepared.
Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.
How To Increase Your Podcast Downloads – Episode 209
Increase Your Podcast Downloads
Most of us want to grow our audience, increase podcast downloads and become more influential in our niche. I recently conducted a survey asking about your biggest challenges with regard to your podcast. The most frequent response revolved around ways to increase podcast downloads.
If you were to list your top three struggles with your show, would one hurdle you list be getting more listeners and engagement?
A few weeks ago, I created a download challenge for a small group of people. For the few that took action, the results were impressive.
When podcasters reach out to me for their free strategy session, I ask them how I might help with their podcast. Promoting the show, gaining listeners and increasing podcast downloads is most always part of the answer.
You are not alone. We all want a bigger audience. Whether you have 100 listeners or 10,000 listeners, I’m sure you would like a few more.
Before we jump into the ideas and a couple case studies, I’d like to invite you to take me up on my offer to you of a free podcast strategy session. It is my goal to directly help 1,000 podcasters reach their goals in 2019.
You and I will get on the phone and discuss your podcast, your challenges and your goals. Let’s create a clear plan of action to help you get where you want to go in 2019 with your podcast and business. It’s free. What do you have to lose?
This isn’t a big sales pitch in disguise. I’ll help you create a plan. At the end of the call, if you want information on how I might help you with that plan, we can discuss it then. If not, no problem.
Will you be one of my 1,000 over the next year? Go watch the video at PodcastTalentCoach.com/coaching. I’d love to talk with you.
THE TRUTH
Let’s start with a few truths.
First, you are not alone. Growing your audience to increase podcast downloads is usually somewhere in our goals regardless of the length of time we have been podcasting. We are all in this together.
Next, it will not happen overnight. Your podcast growth will take time. If you take consistent action over time, the number grows. Keep your head down and do the work required.
You also need to realize that the average podcast episode gets about 214 downloads per episode. That is the median number according to Rob Walch over at Libsyn. Only 20% of all podcast get over 2,000 downloads after they have been out for a month. Therefore, don’t sweat your numbers. Most people are lying to you.
Finally, it is simple, but not easy. As you will see, the concepts are simple to understand. Being disciplined enough to do the work is not as easy as it sounds. We’ll help.
CONSISTENCY
In the episode where I introduced the download challenge, we talked about creating habits. It takes consistent action to build an audience.
In 1960, Dr. Maxwell Maltz said it takes patients “a minimum of about 21 days for an old image to dissolve and a new one to jell.” Dr. Maltz published that theory and his thoughts on behavior change in a book called Psycho-Cybernetics.
As with many quotes, over the years it was taken out of context. The stat was eventually quoted as, “It takes 21 days to form a new habit,” leaving out the important “minimum”.
A new studyby colleagues at University College London and published in the European Journal of Social Psychology says it takes an average of 66 days to form a new habit.
That is why consistency and accountability are important. If you want people to remember your brand, it takes frequency to the target.
6 STEPS
In our download challenge, our goal was to hold each other accountable and take daily action. Let’s run down the six steps we used to increase podcast downloads.
1. ENGAGE
As we went through the month, we wanted to reach out and engage in our niche on a daily basis. We saw results. Spend 15 minutes a day being active and present online. Leave feedback for other shows. Everybody loves attention.
The best way to grow your network is by making contact with others. Start by commenting on podcasts, blogs and discussions of influencers.
Don’t simply be a lurker, reading all the other posts. Get involved. Take action. A small “congratulations” or other acknowledgement is just fine.
You want to be seen as someone who gets things done. By taking action and engaging with others, you send the message that you are active.
2. NETWORK
Next, network with other shows in the same genre. Help each other. Other influencers in your niche probably have similar goals.
Find people in your niche who compliment what you do. Team up to help each other grow. Look for ways to share each other’s content.
3. HELP OTHERS
Help other people. This help is intended for your listeners. Be seen as someone with the answers, or at least someone who knows where to get the answers.
Do Facebook Live “ask me anything” sessions. Prove that you are willing to help them achieve their goals. Give them direction.
If you become the go-to resource who knows where to find the answers, you become the authority in your space.
4. BE SOCIAL
Use social media to spread your message. Be active on Facebook & Twitter. Don’t simply lurk around. Post positive comments and be helpful.
Consistently interact with others on social media. Avoid always asking and taking. Offer to help. Don’t simply look around. Get involved. Be active.
5. FIND GROUPS
Get involved in online groups. Find people who are interested in your niche and start getting involved.
Groups are a great place to find like-minded people. If you want to create brand awareness, these groups are a great place to start.
Again, be active. It does you very little good to be a member of a group if you are not going to actually participate. Members won’t know you are there unless you speak up.
6. BE CONSISTENT
You need to be consistent if you want to build brand awareness. This involves interacting online on a daily basis.
CASE STUDIES
So, how did it all work? I would like to highlight three members of the download challenge. These will help you see the power of consistent engagement.
This podcast isn’t for the meek. I’ll tell you that right now. That’s what I love about it. Andy and Ray are two military veterans who talk about Warhammer 40K and other table top games. They talk a lot of trash and have a lot of fun.
Andy and Ray are about 64 episodes in. They know exactly who listens to their show. Looking at their website, you will know as well.
When Andy started in the group, he was hoping to grow his audience by 10%.
At the end of the month, Andy was up 46% by taking consistent action.
Andy says, “It works if you work it.” He told me, “Between myself and my co-host, we engage with our community everyday. We like to invite our listeners to feel like they are part of the group and we encourage engagement and they respond. We reward the engagement by sharing much of it on the show. We also belong to many other groups in the related community and are seen as influencers in some of those groups. Its just a part of our everyday business.”
His growth was four times what he had hoped. It all came down to being present and active every day.
April and Tim have only been doing the show for a few months. They have just over 30 episodes published. They have seen over 3,500 movies together and love talking about films.
Since the podcast is new, Tim wanted to see a big increase with the download challenge. He wanted to see his podcast downloads grow by 30%, which equated to about 125 downloads for the month.
The pair took daily action. They got involved and saw their downloads increase by not 30% but 61%. Their podcast received an increase of 226 downloads. Nearly twice the 125 goal.
Tim says, “We had great results. It really works.”
When I asked him about taking action, Tim said, “I’ve taken action every day. I joined two Movie groups on Facebook and have been commenting on them both. Also, in Instagram someone created a Group Message of about 40 movie people and we have been talking movies daily. Still have not hooked up with other movie podcast yet. Just have not had the time (bad excuse) but it’s on the list to do.”
The key is daily action. Tim only did half of what he had planned and nearly doubled his downloads. Be present and active.
One of our other members reported that his podcast downloads actually decreased over the course of the month. He said the results were not as good as he had hoped.
We dug in a little bit. I asked him if he was active daily. He said, “Not often enough. I haven’t built that habit muscle very well yet. And I’ve been pretty scattered.”
That is the tough part. Easy to understand. Difficult to execute. Consistent action is tough when you are doing it alone.
Consistent action is like going to the gym. You go for a few days and stop. You start again for a little longer and stop again. Eventually, as long as you keep going back, it becomes a habit. You have to keep at it.
When you are going to the gym, it is easier to do it on a regular basis if you are going with an accountability partner. You make sure each other is going regularly. You can’t let your partner down.
It is the same with your consistent action with your podcast. If you have someone there holding you accountable, it makes it much easier.
That is part of Podcast Talent Coach coaching. We talk every week. I hold you accountable to the plan. We make sure you are consistent with your actions.
It is tough to do it alone. I get that. You are not alone. You have many other things going on in life and business. Take focused action on a regular basis to reach your goals.
Check out the video at podcasttalentcoach.com/coachingand see what it can do for you. The strategy session is absolutely free. Be one of the 1,000 podcasters I help over the next year. Let’s lay out your plan.
Your Podcast Just Destroyed Your Credibility – Episode 208
Use your podcast to build credibility, authority & trust
Your podcast is an amazing tool to build your authority in your space. The content and teaching your provide on your show lets your listener get to know, like and trust you. Be careful. Don’t let your podcast destroy your credibility. Use it to build authority with careful selection of content and editing.
It happened in all of about thirty seconds. The reading of one e-mail and her credibility was shot.
I was listening to one of my favorite podcasts. The host will occasionally answer e-mail questions from listeners. This particular show was no different.
Until this fateful e-mail came along.
I’m changing the names here to protect all involved.
She says, “This next e-mail is from Ivan in Waterloo, Iowa”. It wasn’t really Waterloo, but some similar small town. The e-mail author also had a unique name.
She continued on with the e-mail. It appeared Ivan works in his family business. His parents expect him to eventually take over the shop. However, Ivan has no interest in continuing on with this line of work. He as other aspirations. He was asking for advice with regard to telling his parents.
At the end of the e-mail, he says, “Please keep this anonymous.”
Ivan is obviously concerned that his parents would find out before he had the chance to discuss it with them.
The host says, “Well, I didn’t do a very good job of that, did I?”
WHAT?!?!?!
The host said something to the effect of, “Let’s just hope mom and dad won’t hear this podcast.”
How could any host just let that slide?
On the surface, she just let Ivan down. But it goes so much deeper than that. The comment completely destroyed her credibility. There are six major issues with letting that disclosure remain part of the show.
6 BIG PROBLEMS
1. Ivan No Longer Trusts The Host
Ivan just revealed a deep, personal issue to the host. It is a conflict he has between his loyalty to his parents and his own dreams. The problem has obviously created some turmoil in Ivan’s life. Why else would he be e-mailing for help?
The seriousness of the situation is obvious when he asks for anonymity. He surely doesn’t want his parents to be aware of his dilemma until he can explain it on his own terms. If he didn’t have that concern, he wouldn’t have asked to keep his name secret.
By revealing Ivan’s name, the host just shattered any trust she had built with him. Her credibility is shot. Ivan feels betrayed. He can no longer trust that the host will have his best interest at heart. Everything the host has worked to build was just shattered with Ivan.
2. How Many Customers Will The Host Actually Lose?
It is difficult to determine how far-reaching the host’s act will be. When it comes to word-of-mouth, there are as many theories as there are marketers. All agree that an upset customer will tell far more about their experience than a pleased fan.
Pete Blackshaw’s book “Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000: Running a Business In Today’s Consumer-Driven World” describes the danger of upsetting clients. The power of social media has allowed upset people to spread the word much, much faster. In today’s connected world, word spreads faster than ever.
It is obvious to see how the host may lose Ivan as a client. Under the surface, the damage to her credibility could be much worse. By the time the damage to the overall business is known, it will be far too late.
3. Ivan’s Parents Are Not The Host’s Only Concern
There is probably a slim chance that Ivan’s parents will hear the podcast. Podcasts are still a niche medium. Unless Ivan turned his parents onto the podcast, mom and dad probably did not stumble across this one particular episode among the hundreds of thousands of podcasts available.
This show doesn’t need to be heard first person by Ivan’s parents to be damaging.
Maybe somebody else in Waterloo, who knows Ivan’s parents, heard the podcast. It is possible somebody in the same industry familiar with mom and dad heard the show. Word can travel to the business owners in many ways.
The show lives forever on the internet. It isn’t hard to imagine the show eventually finding its way into the hands of Ivan’s parents. Simply assuming they won’t hear the show is ignoring reality.
4. Others Will Have Second Thoughts
Those who heard the show will think twice before they e-mail the host regarding a sensitive subject. If the host was flippant with respect to Ivan’s identity, why would any listener think he or she would be treated differently? Most listeners of the show will find it hard to trust the host with their information.
5. Where Can I Trust You
If I can’t trust you with an e-mail, how can I trust you with my business? On the surface, the anonymity of the e-mail seemed inconsequential. Considering how the action affects the other areas of the business, it is easy to see how this becomes a much bigger issue.
People do business with people they can trust. If it appears you do not have your client’s best interest at heart, it is quite likely they will be looking for a new supplier. Trust is everything.
As is often said, it takes a lifetime to build a reputation and minutes to ruin it. An action like this offers quite a blow to the host’s reputation. Rebuilding it will take a long time. The damage to the business could be serious.
6. Edit
This entire issue could have been avoided if the host had simply edited the audio. That is the saddest part of this entire mess. Had she taken the time to edit the intro of the e-mail, the trust would have never been tarnished.
The show wasn’t live. There was no live studio audience. There was no reason the audio couldn’t be changed after the fact.
I realize the podcast is not the primary function of the host’s business. The show is just a part of the overall marketing plan. The host does the podcast once a week as a way to continue to spread the message. That does not excuse the issue.
If the host cannot be trusted with a minor issue like podcast content, she cannot expected to be trusted with larger pieces of business.
As you move forward with your podcast, remember that your show will exist for quite some time. Be careful with the content you choose to include. In most every case, you do not get hurt by what you leave out. Be completely confident with your content before you post your show.
Be sure you do not damage your reputation by one lapse in judgement. Your entire show and corresponding business is built on that trust. Protect your trust with everything you have.
Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.
How To Define Your Ideal Target Listener For Your Podcast – Episode 207
How To Create Your Ideal Target Listener
So many people talk about creating your avatar or ideal target listener. They talk about why to do it. Rarely do they explain how to do it. That is what I want to talk about today.
When I ask people to tell me about their target listener, they usually tell me they are targeting business owners, salespeople, dog lovers or some other generic group. They say things like, “My show is for everyone who likes hockey.”
ONE PERSON
Your podcast is for people, not groups. You are talking to a single person, not an industry. If you want to make your show exciting, relevant and meaningful for your audience, talk to one individual. You will be surprised how your connection with your audience improves.
There is a reason we create one, well-defined, target individual. We want to be specific in your stories. Specifics are more believable than generalities. Stories make connections. Connections make relationships.
STORIES
All the great philosophers teach through stories. They have for generations.
Zig Ziglar was a master at using specifics. When he would bring a red pump out on stage and talk about not giving up too early, you would just anticipate water streaming from the pump. You knew the pump wasn’t connected to anything. It was a prop. Yet, you were fixated on that pump waiting for the water.
After you define your ideal client, you will be able to shape and mold your content to be specific for that listener.
When I coach clients, we typically start with the Listener Development Worksheet. We can then use that ideal listener as a filter for our content.
As you create your content each week for your show, you can ask, “What would this one listener like to know about this particular subject?”
Think of the person who is most likely to buy from you. Think of the one person who exemplifies your best customer who buys everything you sell. We want to create our content specifically for that person. When your listener feels like you are speaking directly to them, the listener is more likely to act upon on your call-to-action.
Many times people complete the Listener Development Worksheet only to find their avatar looks exactly like a current client. When that happens for you, get a photo of that person. Hang it where you record your podcast. Then, talk to her every time your record. What does she need to know to take the next logical step in her process? How can you help her?
GET SPECIFIC
Dig deep into the profile of your ideal listener. Age, gender, income, profession and location are only the surface. Dig deeper.
Determine what content your ideal listener already consumes. This will help you understand his interests. Figure out what websites she visits, where he spends his free time, with whom she associates and how she spends her discretionary income.
Many people fear they will leave people out if they are not broad in the scope of their content. When you define these things and shape your content through this filter, you make a much deeper connection with your ideal listener.
THE BIG FOUR
If you want more confidence in your content, the final four questions on the worksheet are the most important. These questions help you get into the head of your ideal target listener to determine what they really, really desire.
What is his greatest want? What does he want more than anything?
Making more money is NOT his want. What the money allows him to do is the want. Maybe it is spending more time with his kids. Maybe is it more time to knit. Maybe it is the resources to travel.
What is her greatest need? Need is much different than want. She may want to be admired by her children. She needs the tools to help her do that.
What is your ideal target listener’s greatest fear? People want help to overcome their fears.
What problem does he need solved? People buy aspirin more than vitamins. People will pay money to have their problems solved. Some studies show that people will pay up to six times more to have their problem solved than they would to gain a benefit. This is where your business can thrive.
The only way to determine this is to talk to your audience. Ask them.
The FREE podcast strategy sessionis no sales pitch in disguise. We just talk about your show, create a strategy and see how we work together. I will give you info about my coaching only if you really want it.
Either way, the FREE podcast strategy sessionis designed to help you create a strategy for your podcast and get you headed in the right direction.
Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.
In working with a new client the other day, he wanted to build his audience. He had a few dozen listeners and wanted to know how to build it to a few thousand. I explained the best way to grow was to put in the work.
There are three activities you can do regularly that will get you in front of potential listeners and grow your audience. You can build your e-mail list, participate in Facebook groups and appear as a guest on other podcasts. Whichever you choose, you need to put in the work.
I know many podcasters don’t want to hear it. Why can’t I be huge today with a big audience? Look at all these other kids who launched and became the overnight success.
Overnight success is usually a farce. Most overnight successes put in years of work before they became the overnight success.
If a podcast has 100 episodes, they have been doing it for about 2 years if they are producing the show once a week.
To reach your goals and grow your audience, put your head down and do the work. If you work to get better every episode, and you are active in the communities within your niche, you will grow. It just takes time.
My son is an ice hockey goalie. He started playing hockey when he was 6. He began playing goalie when he was 8.
Because he started a year later than the other kids, he was always the odd man out. His small size has also been a hurdle to overcome. Through the years, he never got a shot at the top travel team. He just wasn’t part of that tight knit group that typically forms in youth sports.
Year after year, he attended goalie camps and clinics working with various goalie coaches. He put in the work and kept learning and continued doing. I told him he just needed to continue to work toward his goals.
He is now 14. It has been 6 years of hard work.
This is the first year he really broke through. This year, he will be the goalie for the JV team as a freshman.
If you want it and work for it, success will come. Put in the work.
SCHEDULE IT
To build your audience, create a schedule for yourself and your activity. Set aside time each day to participate in online groups. Set a goal and work toward it consistently.
Work to build your e-mail list, so you can communicate with your tribe often.
Finally, find ways to appear on other shows. Work to get your name out there.
If you work consistently, your audience will grow over time.
Would you like my help with it? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.
Getting The Sale vs. Building The Relationship – Episode 198
How to focus for long-term success and lifetime value
Are you focusing on the sale or are you focusing on the building the relationship with your client?
I am often asked how to make money with a podcast. The short answer is easy – have something to sell. The longer answer is build a relationship with your audience that includes trust, and cultivate that relationship over a long period of time. That is what we are going to discuss today.
RADIO RELATIONSHIPS
While in radio, I programmed in many different formats. Top 40, country, alternative, adult contemporary, classic hits. There have been many.
As a program director, I would be responsible for everything that came out of the speakers. The music, on-air personalities, contests, promotions, imaging, commercial production and anything else you heard was under my direction.
While programming country and top 40 stations, I would often be asked about the differences between the two genres. Garth Brooks and Thomas Rhett couldn’t be more different than Usher and Katy Perry. The differences don’t simply lie in the music. They way they handle their relationships are at opposite ends of the spectrum.
The relationship an artist has with a program director at a radio station has a great deal to do with the longevity of the career of that artist, because the program director determines what music gets heard on the radio. It is just like any business. If you want your product displayed prominently in the store, you need to have a solid relationship with the storekeeper.
In the country format, the artist works hard to develop the relationship with radio. Many country artists are working to build a career that will span decades.
Garth Brooks had his first hit in 1989 and still has hits on the radio today, though it is more of a comeback. Kenny Chesney, Keith Urban and Blake Shelton all began two decades ago. Even New Artist of the Year nominees like LOCASH have been around for 10 years.
Country artists will put in the time and effort today in order to have a career for years. They will make radio visits at the beginning of their career just to meet the station staff and play a few songs. We have had Lady Antebellum, Taylor Swift, Eric Church and many others at the station for a visit. That is how they start their careers.
Artists on the top 40 side are a complete different story. The career lifespan of a top 40 artists is usually less than a decade. It is rarely longer than an album or two. Many have a hit and never release an album.
With such a short career on the radio, top 40 artists need to get it while they can. They have meteoric rise and fall just as fast. They have very little interest in building a relationship, because the longevity of their careers don’t give them time to do so.
It is interesting to wonder if the career of the top 40 artist would be lengthened if they worked on the relationship. It may not extend their life on Top 40 radio. However, it may keep them in favor in some of the adult formats.
Let me give you a few examples of the differences between working on the relationship and focusing on getting paid.
Please don’t think I’m special. In telling these stories, I’m not dropping names trying to make you think I’m important or I think a lot of myself. Artists do this for many radio program directors. That is how they create their relationships.
THE COUNTRY RELATIONSHIP
First, the country side of things. Blake Shelton is everything you think he would be. Fantastic guy.
Blake Shelton had been a television judge on NBC’s musical talent show The Voice for a few seasons when I headed backstage to meet him for the second time. I had briefly met him at an industry party a couple years before this.
On this particular hot, sweaty, summer day, Blake was headlining the Country Stampede near Manhattan, Kansas. This is a multi-day, outdoor music festival that involves tens of thousands of people camping, drinking and enjoying some of their favorite country bands.
Prior to Blake’s set, he was scheduled to do a meet-and-greet with a bunch of fans and radio listeners from around the area. It would last about 20 minutes under a hot tent meeting fans, taking photos and signing autographs before he went onstage to perform for 90 minutes.
I was out front-of-house chatting with my rep from the record company. He said, “I want to take you back to say ‘hi’ to Blake before he goes on.”
The two of us head back to Blake’s bus and rap on the door. Blake comes out, give us both a big “how ya doin’?”, and we get to talking. We talk about everything. He tells us about the drama with The Voice judging. He tells us about working on the new album, his relationship and his love of this part of the country (he’s from Oklahoma).
We are chatting for about 10 minutes or so when I notice his road manager beginning to linger around and checking his watch. I know Blake still has to do the meet-and-greet and then hit the stage on time. I don’t want to be the guy to hold him up.
In order to keep him on time, I say, “Well, we’ll get out of your hair and let you get at it.”
Blake says, “What, you’re leavin’ already?”
I said, “Well, this guy looks like he has a few things for you, and I think you have a little something to do after this.”
“Ok,” he says. “Thanks for comin’ by. Hope you enjoy the show.”
He is awesome. Always gracious and shows appreciation that we came to the show. I have met him a few other times backstage and it is always the same. He is a class act always building the relationship.
THE TOP 40 DOLLAR
On the top 40 side of things, radio people are usually treated just like everyone else. Sometimes, it isn’t even that good.
Usher is a great example of “get it while I can”.
Usher was playing Kansas City. He was also doing a meet-and-greet prior to his show. I was allowed to accompany our few station winners backstage to meet him prior to the show.
Our winners to added to winners from various other stations, plus fan club members, friends and family. There must have been 60 or 70 people in this group.
The entire group was led backstage to a small meeting room. We all packed in and then grouped by classification. Fan club winners were first. They were followed by radio winners. Finally, friends and family wrapped up the end.
After we waited in the room for 10 or 15 minutes, a large gentleman came into the room wearing a shirt that I’m pretty sure was a size or two too small. His arms alone were stressing the stitching.
I am assuming this guy was a personal assistant or bodyguard for Usher. Not sure. He didn’t take time for warm greetings and salutations. He had a radio to communicate with others, so I figured he was important somehow.
He says, “Can I have your attention? Here’s how this is gonna work. I need you all to form a single-file line along that wall. In a few minutes, Usher is going to come through this door. He is going to stand right here. When you get to the front of the line, you will hand your bags to this lady to hold and your camera to this gentleman right here. He will take your picture with Usher. He will give your phone to the lady with your bags. You will collect your belongings and step into the hallway where we have pre-signed 8x10s for you. Usher will not sign anything in line. Please do not ask.”
The bodyguard guys then says, “When Usher comes into the room. Do NOT take any photos of him. Put your cameras down. This gentleman is the only person who should be taking photos. If you DO take photos of him, your camera will be confiscated, your tickets will be taken and you will be escorted out of the building and not allowed to see the show. Any questions? Good. Usher will be here in just a few minutes.”
When we did get to the front of the line, I followed the directions as we were told. Usher stood there with his hands folded in front of him and sunglasses on. He didn’t say a single word or shake my hand. I smiled for my photo, collected my belongings and went about my business.
That was the only time I ever met Usher. He hasn’t had a hit on Top 40 radio for quite some time. That’s the way it is with top 40. Get paid while you can.
Brad Paisley invited me and my kids onstage during a show. I have been on Zac Brown’s tour bus. Katy Perry wasn’t meeting people. Beyonce stayed on her bus until it was showtime and went straight back to her bus when it was over … and I was the one putting on the concert. There was not even a thank you.
Top 40 artists are looking to get paid now, because they aren’t sure how long their careers will last. Top 40 artists that were on the radio ten years ago are rarely heard from today.
Country artists are working to develop the relationship for a long-term career. They realize they could easily still be on the radio twenty years from now.
With regard to your podcast and online business, are you working to generate the sale and get rich quick? Or, are you working to develop a long-term relationship where you might make less now, but the lifetime value of the relationship could be worth many times more?
Take your time. Build your tribe methodically over time and cherish each relationship. Make each member of your tribe feel special. The stronger the foundation, the longer the house will stand.
Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.
How many actions do you have in your call-to-action?
Dave Jackson and I do a show together called “The Podcast Review Show“. On each episode, a podcaster joins us to have his or her podcast reviewed. Pretty self-explanatory.
In nearly every episode we review, we need to get the host to focus their call-to-action. Podcasters tend to give their listeners a laundry list of things to do at the end of the show. Little do they realize, this list is actually hurting more than it is helping.
THE TO DO LIST
Let me give you an example.
In a recent interview, we reached the end of this particular podcast. The host closed with these requests:
E-mail us your events
Take our survey
Call the comment line
Join us on Facebook/Twitter/Instagram
Check out our Forum
Get our free app
Use our Amazon affiliate link
Give us interview guest suggestions
Visit our blog
Get voiceovers using our affiliate link
Check out the YouTube show
Follow us on Twitter (again)
Check out the website of our favorite non-profit
Did you count? Twelve … if you only count the double Twitter once.
Of those twelve, how many can you remember? How many will you actually do?
You can probably name a few of the easy ones. You will probably do zero. The list is just overwhelming. There are too many. Where do you start?
Here is the most important thing to realize. Their goal was to get people to come back and listen again. That is the one thing they told us they wanted their listener to do. Listen again.
Of the twelve, how many said “listen again”? Zero. They didn’t even tell us to subscribe or come back next week for some great piece of content.
Instead, they are asking us to use their affiliate link for voiceovers and visit the non-profit website. This isn’t even a podcast about podcasting. It is a podcast about outdoor activities. Why do I need a voiceover talent?
THE DECISION PROBLEM
Studies show when people are offered too many choices they will tend to make no choice rather than risk being wrong.
You are already asking your listener to make a decision to take action. By loading up the list with options, you are now asking your listener to make another choice of which action. More options mean more opportunities to choose to do nothing.
Have you ever been driving and you notice a pothole coming up. It is right there in your lane even with your driver’s side front tire. A slight shift to the left or right will cause you to completely miss hitting it.
All you need to do to miss the pothole is move the steering wheel one direction or the other. Pick one. Either one will work. Just move the wheel.
Suddenly, bam. You hit the pothole straight on. You froze and didn’t make a decision either way.
Why is that?
Either direction would have worked. But, your brain froze. You were too concerned about picking the best solution. Rather, you were more concerned about not picking the wrong solution. Your fear of being wrong delayed your action to being no action at all.
Why risk this with your listener? Don’t give them a choice. Pick the one thing you want them to do and make that your call-to-action. Don’t make them risk being wrong.
To create an effective call-to-action within your show, you need to stay focused on the task at hand. What is the one thing you want your listener to do at the end of your show?
MEASURE SUCCESS
How do we measure success? Measure what counts.
If we are trying to get our audience to do something by using a call-to-action (listen again, buy our product, visit our website, support our cause), measuring our call-to-action determines our success. Measure what counts.
When you create your podcast, you should measure your success not by the number of listeners or downloads, but by conversions to whatever you want them to do.
Let’s say your goal is to get people to visit the store on your website. If you have 1,000 people listening to your show, but you only get 2 of them to act and actually visit the site, you really haven’t been successful.
However, if you only have 200 listeners, but 100 love everything you do and visit your site regularly, I would consider that a success. Having 1,000 listeners may sound better than 200. By closer evaluation, I would much rather have 100 fans than 2.
In this study, shoppers of an upscale grocery store were given a choice to sample high quality jams. One group was offered 24 kinds. The second group was offered 6.
Of the customers who passed the table with an extensive selection of 24 jams, 60% stopped. Of the customers who passed the limited selection of 6 jams, only 40% stopped. On the surface, it would seem more options equals more success.
As you dig into the numbers you see that of those who stopped, those at the extensive selection sampled on average 1.5 jams and those at the limited selection sampled 1.38 jams. Not much variation there.
The big difference comes in buying. Of those who stopped at the extensive selection, only 3% made a purchase. In contrast, 30% of those at the limited selection made a purchase. That is a difference of 4 buyers compared to 31.
Consumers exposed to a limited number of choices proved considerably more likely to make a purchase than those initially exposed to a larger set of options.
Now, which should you be measuring? The number of people who stop at your store, or the number of people who actually make a purchase?
Do you want to count the number of downloads your podcast is receiving or the conversion into action? Here is a hint … just because people download your episode doesn’t mean they are listening.
Don’t get fooled by measuring the incorrect statistic. Measure what counts. Measure your call to action.
Do you want to know how to create an effective call-to-action and then measure it?
LET THEM BUY
You need to remember that people love to buy. They hate to be sold to. How many times have you said, “Let’s go get a used car salesman to sell me a car”? Probably not many.
“Let’s go see if the shoe salesman can sell me a pair of shoes.”. That probably doesn’t happen either.
You want to buy stuff you enjoy. Therefore, you need to create some desire with your call-to-action.
Your first step is to provide value. Give your listener something they can use. Make your content valuable. Then, make your call-to-action connect with the valuable content you just delivered.
Next, before you make your call-to-action, start with the “why”. Why is this content important? What will your call-to-action do for your listener? What is in it for them?
Then, intrigue your listener. Create some anticipation and curiosity. Make it exciting for them.
Finally, make sure you only have one measurable call-to-action.
Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.
You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com.
Let’s turn your information into engaging entertainment.
The most common challenge I hear podcasters facing is growing their audience. We all want to drive our podcast downloads and grow our audience. This week, I have 9 things you can do this week to steadily gain more podcast downloads.
There was a presentation at Podcast Movement 2017 called “How People Really Listen To Podcasts”. This study showed two primary ways people find new podcasts. Most respondents in the study (60%) said they find new podcasts from social media. Friends was the next biggest way (57%) people discover new shows to try. Both of these traffic sources come from word-of-mouth.
What are you doing to get others to talk about your podcast?
If you want to grow your podcast downloads, you need to get in front of other people and then get those people to talk about your show.
1. Grow your Facebook following.
As of the fourth quarter of 2017, Facebook had 2.2 billion monthly active users. As of September 2017, Instagram had reached 800 million monthly active users. As of the fourth quarter of 2017, the Twitter averaged at 330 million monthly active users.
Facebook is currently by far the largest social media platform. Find ways to be present on Facebook and grow your following.
2. Comment on other social posts to be seen.
This is the Law of Reciprocity. Give to others and they will feel compelled to give in return.
I am in 19 Facebook groups for podcasting and business. I am frequently in those groups looking for ways to help other people.
Find groups you can join where you can offer help and answer questions.
3. Ask your friends to share.
You never know who might know somebody.
Dave Jackson and I do the Podcast Review Show. We are joined on the show by a podcaster who receives joint coaching from us.
On the episode we recorded the other night, Lionel from A Modelers Life podcast. It is a show for and about model railroaders.
Dave wondered how big the niche could be. Lionel told him that you would be surprised who could be model railroaders. That’s when I told Dave that I was into model railroading back in the day. My dad got me into it when I was a kid.
You never know who might be interested in your niche.
4. Ask your guests to share.
Guests are your most powerful resource. Using the circle of influence of your guest has the potential to grow your audience exponentially.
Make it easy for your guest to share your podcast. Write the Facebook post for the episode on which they appear. Do most of the work for them and allow them to make edits if they wish.
5. Be a guest on other shows. Make an invitation easy.
Are you willing to be on other podcasts? Have you told anyone?
Make it easy to find you and invite you to appear. Put a link on your site. This could be on the contact page or a stand-alone invite page.
6. Write guest columns in publications or on websites.
My relationship with Dave Jackson at School of Podcasting began after he discovered a few articles I wrote for the New Media Expo site back when that event was still happening.
7. Ask your audience.
Your audience loves you. Let them help you.
You never know who is listening to your show. A small ask could gain huge growth in your podcast downloads.
One of my favorite shows we would do each year on the radio was during Christmas. We would ask listeners to call in with gifts they were having difficulty finding. Then, we would ask other listeners to call in if they could help.
We just served as the liaison between those that needed and those that had the knowledge. Everybody felt good after that show. Most people want to help.
8. Ask others in your niche to recommend your show.
Make it worth their while.
Help each other. Again, this is the law of reciprocity.
What do your counterparts need? How can you help them?
If you are helping others, karma will bring it around to you eventually.
9. Host meet-ups and have your listeners bring friends.
If ten people attend the first one, and you have each of them bring a friend next time, you double your group.
Texas country artist Aaron Watson came to town to perform. He is an artist that can attract large crowds in Texas. However, he was quite unknown in our city.
When he was on stage, Aaron said he completely understood that the audience wouldn’t be nearly the size here as it was in Texas. But, he would continue to come as long as the audience continued to bring their friends.
Aaron told the audience if there were 100 people in the crowd that night, and he gave a great show so each person would bring a friend next time, he would eventually have large crowds here as well. He understood the power of leveraging his audience.
BASICS
Use these 9 ways to grow your podcast downloads this week. When you distill it down, it is basically three basic concepts.
1. Help people.
2. Make it easy to share your stuff.
3. Make it worth their while – what is in it for them?
Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.
When a listener hits play on your podcast, how can you get them to listen to the end? Or, at least past that critical first few minutes of engagement?
HOW LONG DO THEY STAY?
When a listener hits play on your podcast, how long do they stay?
Studies show about 47% of those that consume podcasts listen to the end of the episode.
Roughly 23% of listeners say they listen until they are bored.
Studies also show the biggest drop off of those who do not listen to the end comes in the first five minutes of the show.
This means a quarter of your listeners to any episode get out before you are five minutes into the show.
Think about how you consume podcasts. Where are you and what are you doing when you listen?
Put yourself in the shoes of your listeners. What are they doing? Have you asked them?
When I listen to my favorite podcasts, I am typically driving. During the summer, I listen to a lot of podcasts while I am mowing the lawn. This allows me a lot of time to try new shows.
New podcasts don’t get a lot of my time. I fall into that five-minute group. If the content and host hasn’t really pulled me in, I am off looking for something else.
How can we keep listeners around for the entire episode? How do we create quick engagement?
When I attended Podcast Movement 2017 in Anaheim, there were a few session that discussed this very subject. Podcast Movement is a fantastic opportunity to not only learn more about our podcast industry, but networking and masterminding with so many other podcasters is priceless.
There were many great sessions at PM17. I actually teamed up with two other podcasters in my Mastermind to divide and conquer. We each took notes in separate sessions and then swapped when it was all over.
One of the sessions was “Why Public Radio Excels At Podcasting”. Public radio has created some amazingly successful podcasts such as “Serial“, “How I Built This“, “TED Radio Hour” and more.
How are they so successful?
START STRONG
First, you need to start strong. Create quick engagement.
The biggest drop off your podcast experiences is in the first 5 minutes. You simply cannot catch up to a bad opening.
Create that intriguing introduction like we talk about when storytelling. You learned it in speech class. Find that hook, and lead with the headline.
You cannot spend the first five minutes of your show with mindless chit-chat. The content must be powerful.
Talking about the weather or the thing you have to sell will not deliver content that will create engagement and make your listener want more.
CREATE FOMO
What makes a great introduction? An intriguing introduction creates some anticipation. Tease your audience with what is coming up on the show.
A powerful tease is more than simply promoting the content coming up. “Today, we are going to discuss the pros and cons of e-mail marketing” does nothing to create anticipation.
Sell the sizzle, not simply the ingredients.
“Today, I’m going to give you the five headlines that received by far my best open rates over the past year” creates some intrigue. Listeners begin to experience the fear of missing out if they don’t listen to get all five.
DELIVER GREAT CONTENT
After you start strong, you then need to continue to be great.
Just because a large group drops off in the first five minutes doesn’t mean you will not lose listeners throughout the show. Therefore, you need to re-engage your listeners every two to five minutes to slow the drop off. Find ways to catch their attention again.
During the entire episode, you need to always be great. You cannot fill for time’s sake. The fact that you always do a 30-minute show doesn’t give you permission to tread water and fill with less-than-stellar content. Be great the entire show. It is continuous engagement.
A great aspect of podcasting is the freedom of time. You have no clock determining how long you need to talk or when you need to wrap up. As radio coach Valerie Gellar says, “There is no such thing as too long, only too boring.”
If you want people to listen to the end of your episode, you need to be more entertaining than anything else they could be doing right now. Your competition for their attention isn’t simply other podcasts. Your competition is all other entertainment they could be consuming right now.
Are you more entertaining than the radio, or audiobook or conversation they could be having? It must be if you want them to stay.
Learn how to create an intriguing introduction. A powerful opening is your only hope to get your listeners past that 5-minute drop off.
Create engagement. Start strong. Stay strong.
Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.
Our goal with our podcast is to create meaningful relationships with our listeners. Powerful, profitable relationships.
People do business with those they know, like and trust. That is the definition of a relationship. The best way to create meaningful relationships is to use engaging content.
One of the best ways to create content that is engaging is to use stories. Tell stories.
Stories reveal who we are and what we value by the pieces of ourselves we reveal within those stories. This is how your listeners get to know and like you. Your stories tell your audience why they should trust you.
TELL STORIES THAT REVEAL
What did you reveal about yourself on your podcast this week?
My radio coach taught me that from self-revelation comes friendship. Can you think of a true friend that you know very little about? Friendship becomes stronger the more you share with each other.
How can you use the stories you tell to solidify your brand and strengthen your relationships?
Today, I want to teach you about three other areas of storytelling that can help transform your podcast into powerful, engaging entertainment.
How can details elicit fantastic imagery in the theater of the mind of your listener?
How can the words you use become memorable?
How can you create anticipation that will hook your listeners and make them listen to the end?
VIVID DETAILS
When you tell stories on your podcast, you reveal things about yourself. Vivid details are critical elements of great storytelling.
Details are more believable than generalities.
Details reveal specifics about your thoughts, beliefs and character.
Details put your listener in the moment helping them envision your story in their mind.
How can details elicit fantastic imagery in the theater of the mind of your listener?
My wife and daughter are big fans of the Harry Potter book series. They read all of the books long before the movies hit the theaters.
Have you ever read a book and then seen the movie? The experience isn’t quite the same, is it? My wife and daughter have that issue with Harry Potter.
The movie doesn’t include every part of the book. More importantly, the scenes in the movie didn’t look like the images in their head. They would tell me, “That wasn’t what I thought the room would look like.” My daughter would say, “I didn’t picture the professor like like.”
That is the wonderful thing about audio. Everyone sees their own personal, mental images in their own way. Those differences add to the enjoyment and entertainment of the story. Each listener can enjoy the unspoken details in their own way. The listener is not at the mercy of the interpretation of a movie director.
Coaches often use stories to inspire their team. I’ve done it myself with teams I have coached in hockey, baseball, and lacrosse.
Growing up, I played a few sports. I competed in baseball, ice hockey and bowling. I was a national champion in bowling. That is something no one can ever take from me. It is pretty cool. That is exactly what I told the hockey team I coach as we were headed into the state championship game. Win and you will always be a champion.
My bowling championship came when I was a freshman in high school. I was in a child-adult doubles tournament with my dad. We had won the various stages at the local house, city, district, and state levels. That got us to the national tournament where one team from each state competed.
After three series of the national tournament, which are 3 games each, we were in the lead going into head-to-head competition.
The head-to-head finals put the fifth place team against the fourth place team for one game. The winner of that would play the third place team. That winner would play number two. Finally, we would face that winner in one game for the championship.
We got to the last frame of the final game. It was close the entire time. When the last pins fell, we won by 3 pins. The championship was ours, because we did the little things right. When we knew we could not get all 3 pins in a split, we would get the two. When we didn’t strike, we focused on the spare. Step-by-step we won.
As my players on that high school hockey team sat there before the championship game, I told them that story. They were preparing to face a team who had only lost two games over the past two seasons. One of those games was to our team the night before. Winning a second game in a row against this level of competition was a very challenging task.
That group of boys dominated the game from start to finish by doing the little things right all night long. They won the races to the puck, finished their checks, and didn’t give up when bad passes didn’t connect. When the final buzzer sounded, they became state champions. Once a champion, always a champion.
The details make your stories intriguing and believable.
Tell great stories. Use vivid details. What will you reveal on your podcast this week?
MEMORABLE WORDS
American children’s author Dr. Seuss (Theodor “Ted” Seuss Geisel) was more interested in telling a good story than he was in telling a true story. He often exaggerated. He always used wonderful, colorful words.
The good story approach is even described in his biography at www.Seussville.com. Dr. Seuss and his wife were unable to have children.
“To silence friends who bragged about their own children, Ted liked to boast of the achievements of their imaginary daughter, Chrysanthemum-Pearl. … He included her on Christmas cards, along with Norval, Wally, Wickersham, Miggles, Boo-Boo, Thnud, and other purely fictional children. For a photograph used on one year’s Christmas card, Geisel even invited in half a dozen neighborhood kids to pose as his and Helen’s children. The card reads, ‘All of us over at Our House / Wish all of you over at / Your House / A very Merry Christmas,’ and is signed ‘Helen and Ted Geisel and the kiddies.'”
Part of the magic that was Seuss was created by the words he used. Oftentimes, he used words he created himself, like whisper-ma-phone, fiffer-feffer-feff, and schloppity-schlopp. His words were memorable and unique. His words have sounds that catch your attention.
If you want to catch the attention of your audience, use great words like Dr. Seuss. You don’t need to create your own vocabulary. Simply use words that stir emotion. Your words do not need to be long, flamboyant words. They simply need to be emotional.
Betraying. Jubilant. Downtrodden. Passionate. Unmovable. Use words that paint pictures.
Great storytellers use delightful details created by fabulous words.
Use delightful details.
“It was a muggy, hot lunchtime. We had ducked into the cool, dark shade of the woods where the sun was barely visible through the dense leaves. My eyes hadn’t yet adjusted to the leave-covered path when I lost my footing near the edge of an embankment. I ended up landing on my hip, a fall that was sure to leave a strawberry, rolling head-over-feet down the fairly steep, 10-foot drop where I promptly landed on my butt in the muddy mess below. My legs were completely covered in mud as if I had been rolling in it for hours.”
With the delightful details of that story, you can almost feel yourself in the woods. You can see the muddy mess in your mind. You can smell the thick, wooded area. Details help your listener experience the story rather than just hearing it.
Capture the attention of your listener by putting your listener in the moment. Always include delightful details in your story. Use fabulous words that paint pictures. Grab attention like Dr. Seuss.
CREATE ANTICIPATION
Anticipation is a key feature to storytelling. Your story should build just like a good plot builds in a movie. You need to make your audience anticipate the content that is on the way.
Remember when you were planning a vacation? The fantastic anticipation for the trip is almost as pleasurable as the trip itself. You can’t wait for the trip to arrive.
You want your listener to feel the same way about your content. When they can’t wait for the story to arrive, you have created some great content.
Teasing is the art of creating anticipation for your audience to entice them to stick around for the payoff to your setup. It is a critical element of your show. Teasing helps create momentum for your podcast.
When you promote parts of the show that are coming up, you must creatively tease your audience. You must give them a reason to stick around. It isn’t enough to simply say, “A great story about this weekend is coming up.” Few will stick around for the payoff. Tease. Create anticipation. Instead, use something like, “You’re never gonna believe what I found in the attic this past weekend.”
Television news does a wonderful job at teasing. Create anticipation. Tease me.
Tell stories including these three essential elements.
Use details to elicit fantastic imagery in the theater of the mind of your listener.
Use memorable words
Use stories to create anticipation that will hook your listeners and make them listen to the end
Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.
How do I get more listeners? How do I grow podcast traffic? How do I create more engagement. How do I get more people to my website?
I hear those question quite often. It is a battle every marketer faces. How do I bring more customers in the door?
I knew the subject was a hot topic, because I see discussions everywhere. How many product launches have you seen that promise to teach you how to get more traffic?
HOW TO FAIL
In 1962, Time Magazine called David Ogilvy “the most sought-after wizard in today’s advertising industry.” David Ogilvy is quoted as saying, “Great marketing only makes a bad product fail faster.” Be careful what you wish for.
If we use the premise that great marketing simply makes a bad product fail faster, we first must make your product great. Then we can bring people to the party.
We are going to take a look at both steps to this process.
GREAT CONTENT
Let’s make your content engaging and memorable before we invite your prospects to the show. If you create a unique experience, your engagement will be much more effective when people come to the party.
When I first started programming radio stations, I failed. We didn’t win, because I didn’t create a unique, memorable experience for our listeners.
We were playing the best music at the time. Our on-air talent was solid and experienced. The station was at all of the concerts and bar events. We were checking all of the boxes that made great marketing.
There was only one problem. The content between the songs wasn’t entertaining. It was simply content.
When you listened to that station, there was no fear of missing out. We weren’t doing anything unique that you couldn’t get somewhere else. It was very pedestrian.
Fast forward 4 years when I was creating another brand new station. This time, we were going head-to-head with a radio station that had been in the market for 20 years. We had our work cut out for us. But this time, we would be unique and end up at number one.
The other station had been around forever and was very arrogant. They didn’t respect their listeners. They played average music. They were too lazy to be on the streets at the right events. Listeners couldn’t get on the air. The station also sounded old.
Our strategy with this station was to create a radio experience that made the listener feel like they had ownership in our station.
As we created the experience between the records, listeners would introduce our new music, so it sounded like friends turning other friends on to new music.
Our contests were centered around listener experiences. This allowed listeners to live vicariously through their friends.
Listeners hosted our countdown shows and gave shoutouts to their friends on the air all the time. The station truly felt like the listeners had input and control.
And it worked. After launching the station, we were number one in the market in 12 months. We did it by becoming unique.
Let’s discuss how you can become unique. Then, let’s discuss a few organic ways to get more listeners.
BECOME UNIQUE
Start by creating your own style. Be you.
Don’t try to be somebody else. You are best at being you. Nobody can copy you or do it better than you can.
Create your own show structure. There are enough knockoffs. Just because every other podcast does the “lightning round” doesn’t mean you need to do a round as well.
Highlight your sense of humor. Why do your friends hang out with you? Let those characteristics come out on your show.
Tell stories that define your character. Telling stories will allow your listeners to get to know, like and trust you.
Discuss topics that interest you. You become interesting by being interested.
Remove the clichés from your dialogue. Words become clichés, because they are used too much.
Here is the definition of cliché: a trite, stereotyped expression; a sentence or phrase, usually expressing a popular or common thought or idea, that has lost originality, ingenuity, and impact by long overuse.
Clichés are words that have lost their originality. How can you be unique if you have lost your originality?
If you want to sound unique and original, replace your clichés with something fresh.
Avoid these top business clichés:
Thinking outside of the box
Win-win situation
Giving 110%
Best Practices
Synergy
Paradigm Shift
Low-hanging fruit
Push the envelope
Take it to the next level
A leading provider of…
When you use the same phrases used by everyone else, you become vanilla and unoriginal.
If you want to be unique, grab a thesaurus and find some new words.
BE MEMORABLE
What can you do on the show this week that hasn’t been done before?
Listen to Dave Jackson on his 400th episode of “School of Podcasting” where he was hi jacked by the Binky & The Wiz morning show. You won’t hear that on any other show.
Some loved it. Some hated it. Everyone that heard it remembered that episode.
Removing every flaw and sterilizing your show will not make it memorable.
Be audacious. Be adventuresome. Be creative. Be boisterous … sometimes. Be tender other times.
Do everything in a way that only you can do it.
Brainstorm until you have something exciting.
SELL THE SIZZLE
People do not buy products. They buy what the product can do for them.
You don’t go to a restaurant to buy a steak. You go the restaurant, because you’re hungry and want one of your favorite dishes. You want that tender piece of meat that you can cut with a butter knife. The one that will just melt in your mouth, because it is the best steak around. It is cooked perfectly.
You are not rushing into the restaurant because the cow was corn-fed and aged to perfection. Who cares. Those are attributes, not benefits.
Does it taste great? Will it fill me up? Does it remind me of the great family dinners we used to have when I was a kid? I’m in. Those are the benefits.
Sell the sizzle, not the steak.
Apple does this really well. When you hear a commercial for Apple, it is about the experience and why they do what they do.
Other computer companies tell you all about the features. Their dual-core processors and RAM. I don’t even know what that means. I just want to be cool like my friends with the iPhone Ten or X or whatever it is.
MARKETING FOLLOWS PRODUCT
Now that we have a great product, how to we get more listeners?
Sure you could buy all of those expensive products or a bunch of Facebook ads. I’m sure they work.
There is an easier way. And, it is free.
Get more listeners by getting involved.
How many podcasts do you listen to that beg you to get involved with the show? Email us. Leave us a voicemail. Post on our Facebook page. Find us on Twitter. Don’t forget that we have a Speakpipe link on the website. Use a carrier pigeon. There are a million ways. Everyone wants engagement.
When you reach out and engage with others, they include you on the show. This does two things.
First, it puts you in front of the audience of that podcast. That could bring a new audience to your show.
Second, through the Law of Reciprocity, the host of the show may be more inclined to engage with your show. A little thank you gesture. What goes around comes around.
Reciprocity in social psychology refers to responding to a positive action with another positive action, rewarding kind actions. When you do something nice for someone, they feel inclined to do something nice for you in return.
Gary Vaynerchuk spends an great deal of time discussing this in his book “Crush It“. It is a great book that I highly recommend.
Gary basically says, “Put your stuff out there. Then, go engage with everyone else.” Be seen. Meet people where THEY live.
Then, be patient.
You won’t get 100,000 listeners immediately. Grow slowly. Adjust and get it right as you progress. Build the foundation.
As Gary says, “Do it again, and again, and again, and again.” Keep engaging. They will come. It only takes your time.
Schedule 30 minutes a day to interact with your audience where they are. You will eventually build the traffic you desire and get more listeners.
I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
Do you want to create better podcast stories? Start with the end in mind. Then, start with the end.
Start with the end? It sounds crazy, I know. Let me explain.
Stories do great things for your podcast and business.
When you tell stories, your audience gets to know details about you and your life. That’s how friendships are born. Your listeners discover you have things in common. They realize you have been through similar struggles. Maybe you’re from the same area or visited a common destination.
After multiple stories, listeners begin to feel like they know you. That is when the magic happens.
Stories help you build trust. And as it is with all business, people do business with those they know, like and trust. People don’t do business with companies. They do business with people. Trust is the essence of relationships and business.
CHARACTER
Better podcast stories define your character.
I’m not simply talking about your integrity. By character, I mean all of the attributes that create you, as in character in a play.
The purpose of your show is to attract an audience. Whether you want to monetize that relationship, encourage a call-to-action, or simply create an following for your ideas, creating the audience is where you begin.
The stories you choose to tell reveal how open you are to others. Your openness is a sign of trust. Trust is a big piece of a relationship. Reveal things about yourself through your stories, and you’ll begin to build trust with your listener.
The details you include tell your listener what you value. If the listener feels you value things they too value, you solidify the relationship. People like to hang out with similar people. If your values are opposite of your listener, you may also attract them. It is like a love/hate relationship. They may dislike it, but they continue to listen. This often happens when talking politics.
What you find entertaining will be evident by the stories you tell. Since people like other people who have similar tastes, revealing those things you find entertaining will also build the relationship.
Stories also have the power to demonstrate your vulnerability. Stories can show that you are a real person. Your listener will see you as approachable. They also may begin to see you as a friend. That is when true relationships begin to form.
Next time you watch a late night talk show, notice how the great, memorable interviews contain great stories. Interviews that focus on facts and information rarely cut through. Those guests come off more as a lecturer than as a friend. The guests that tell stories appear more personal, warm and friendly. Their stories reveal things and help you feel like you know them personally. Take note next time you watch.
Foster a relationship with your listener by revealing things about yourself through stories. Stories will define your character.
MY STORIES WERE HORRIBLE
In the past, my stories were horrible. I struggled to hold the attention of people while I was telling a story. I couldn’t figure out why they would fade half way through the tale.
One day, in a coaching session with my radio coach, it hit me. The person listening had no idea where I was going.
The stories I was telling sounded like ramblings with no real purpose or destination.
My coach basically told me to open with the punchline. I thought he was crazy. If people knew the punchline, why listen to the story. That made no sense.
He explained that opening with the point of the story was similar to telling your passenger where you are going on your journey. Nobody wants to sit next to you in a car wondering where they are going to end up and when they are going to get there. They want to enjoy the journey.
I began opening my tales with the point of the story. Right up front, I revealed the whole purpose of the story to create better podcast stories. My opening began serving as a bit of a headline.
“I can’t figure out why people can’t signal their turn before they are actually in the turn lane.”
“My dog got sick and had my up 4 times last night.”
“If you want more traffic, you need to be more traffic for others first.”
Opening with an intriguing introduction will also provide a framework for the story. You will know exactly where you are going and what details are necessary to get there. This helps shorten your story while including only the important parts.
In addition to the intriguing introduction, there are three other elements to better podcast stories. After you open with the intriguing introduction, provide wonderful, vivid details while telling the story. Close with a powerful conclusion. Ask yourself, “What’s next?”
THEATER OF THE MIND
Create theater of the mind by using vivid details.
The use of active language will stir the imagination of your listener and help you connect to your audience. Put the listener in the moment. Make the listener see the action you are describing.
“I’m walking in the bustling restaurant and shaking off the cold without even watching where I’m walking.” That is active language. In your mind, you can see me walking in.
Sure, your restaurant may be different from my restaurant. That difference is what makes theater of the mind great. You see it the way you think it fits best for you. Your scene doesn’t need to match my scene in order for the story to make sense. It is your theater.
Active language connects each listener to the story in his or her own way. It will create strong audience engagement. Active language during storytelling is a powerful tool you can use while you’re building your podcast.
Create a great podcast brand. To create better podcast stories, create theater of the mind.
THE FIRST EXIT
Take the first exit.
When you are discussing a topic, take the first opportunity to get out of the bit or interview question. You will keep your audience engaged. You will maintain the momentum of the show. You will also avoid repeating yourself and becoming boring. Take the first exit.
There are clues in your show that let you know you’ve missed the opportunity to end the bit. When you find yourself saying things like “as I said”, “like I was saying”, or “as we’ve discussed”, you have missed your exit. Those phrases are simply additional ways to say, “let me repeat this again”. Once you have reached that point, you are stating your introduction point again. This should be your conclusion. Move on to the next discussion.
If you miss the exit, you begin retracing your steps. You begin offering information you’ve already provided. You listener then begins thinking of other things, because they have heard this part before. I got it. Let’s move on.
Only you will know when you’ve offered enough information to make your point. Once you hit that point, keep the show moving. Get to the next topic. Keep your audience engaged. Take the first exit.
To create better podcast stories, conclude your story by simply reframing your intriguing introduction.
ASK “WHAT’S NEXT?”
Include a call to action.
If you want to make money with your podcast, you must include a call to action. It seems logical. However, many podcasters believe, “If I build it, they will come.” It simply doesn’t happen that way.
Odd as it may sound, your podcast probably isn’t your product. Unless you are charging for your podcast, your show is only the marketing vehicle for some other product. Most podcasts are free. The show itself isn’t generating revenue. You need to create another product you can sell.
In his book “Free: The Future of a Radical Price”, Chris Anderson lists many ways to create revenue using the power of free. Many of these can be used to generate revenue from your podcast.
Some think access to the audience can be sold to advertisers as if it were traditional broadcasting. Unfortunately, audiences are not typically large enough for this model. Listeners also do not expect the traditional twelve minutes of commercials within their favorite podcast hour. Advertising is a very difficult path to revenue.
To generate revenue with your podcast, you need to create something else to sell.
You could make money by making your podcast a small portion of a larger show, which is available to paid members only. The free podcast becomes marketing for the member content.
You could turn your knowledge of some “how to” subject into a book, e-book, study course or other product. Your podcast could be the “why” behind your philosophy. The show would then promote the “how” that your listener will learn when they purchase the product.
There are many other ideas described in Anderson’s book. You could give away the product while charging for the service, such as consulting or coaching. Give away the content while making money referring people to retailers.
Rather than traditional advertising, you could give away the content while charging advertisers to be featured in it, similar to The Home Shopping Network. You could even take a cut of sales. You could podcast generic advice while selling specific, customized advice.
There are fifty ideas in the book. To make money with your podcast, I suggest you give the book (or at least that section) a read.
If you build it, they may come. However, that doesn’t necessarily mean you will become instantly wealthy. You need to create something to sell. You need to tell your listener to buy. Then, you need to show them the way. If you desire to make money with your podcast, make sure your podcast includes the call to action.
Build trust with your audience by telling better podcast stories. Start at the end. Create great theater of the mind. Use a powerful conclusion. Then, give them something to do when it is over. Implement a strong call-to-action.
Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.
This week, I wanted to review your favorite podcast events. I put out the call for suggestions. Most replies that I received said, “Erik, I haven’t attended any podcast events.”
That’s a shame. There are quite a few great gatherings that can really help you grow.
BENEFITTING FROM PODCAST EVENTS
There were a few suggestions. I also received an e-mail from Cynthia, who was really dejected after attending a conference.
Dear Erik,
I actually attended the National Religious Broadcasters Convention twice hoping to find a way to boost my show and possibly find a radio station that would want to pick it up.
Sadly, I spent a lot of money, but didn’t feel I was able to justify the expense. I was looking for people who were interested in helping me, but all I met were people looking for people who could enrich themselves.
It wasn’t a total waste because some of the sessions were informative and educational. However, I didn’t have one contact that materialized into anything lasting. I may have found some guests, but they were just “one time guests”.
I appreciate your ideas of how to have a real conversation with others for a lasting impact. Podcasting can feel very lonely. I don’t have a team working with me.
There will always be people who want to have us buy their services, but there’s not much to buy until we have a funding stream.
When you attend podcast events, I think you need to approach it differently. Seek to give. Seek to help. What you send out will return to you.
Cynthia, it is time for some tough love.
You say you were “looking for people who were interested in helping me, but all I met were people looking for people who could enrich themselves.” You mention that you “didn’t have one contact that materialized into anything lasting. I may have found some guests, but they were just ‘one time guests'”.
Rarely do people go to events wondering, “Hmm. Who can I help today.” That means you can stand out and be unique by asking that very question.
You can have a real conversation with others for lasting impact by seeking to help them. Talk about them. Discover their struggles. Where you can you help them succeed.
The theory of reciprocity will naturally take effect. People will be more open to helping you if you first help them.
However, don’t expect reciprocity. Let it happen organically, and don’t be upset if it doesn’t. When the student is ready, the teacher will appear.
MY UNIQUE RELATIONSHIP
Being in radio for nearly 30 years, I have attended many, many conferences. I have attended conferences for radio, podcast events, hockey coaching symposiums and others. The opportunity to learn and grow excites me.
My first conference came when I was in college. As the Music Director of the college radio station (and a member of a rap group), I attended the CMJ Music Marathon in New York City put on by the College Music Journal.
It was the summer of 1989. October 26th at the Vista Hotel in New York City at the foot of the World Trade Center.
George Clinton and Ice-T were the keynote speakers. I had a great chat with Ice-T in the lobby of the hotel.
One of my most bizarre relationships began at the CMJ Music Marathon that year.
Each night during the conference, there would be music showcases all around town. Most were free with your conference pass.
Doc and I grabbed a cab and went to NYU to see a hip-hop show. Doc was the other half of my rap duo. Yep. True story.
On the bill that night were quite a few artists. Third Bass, Black Sheep, Young Black Teenagers and others performed. Heavy D. was in the audience checking out the show. The Geto Boys even tried to get up on stage at the end of the show before the sound guy cut their mics.
Third Bass was made up of MC Serch, Prime Minister Pete Nice and DJ Richie Rich. Third Bass was also notable as one of the first, successful, interracial hip-hop groups.
“Pop Goes The Weasel” was the biggest single of Third Bass’ career. They also had a minor hit with “The Gas Face” from “The Cactus Album“. It was their first album, which the group had just released a month after this concert.
On my show on the college station, I had been playing Third Bass for a few months by this time. Their first single was a tune called “Steppin’ To The A.M.” It sampled Pink Floyd’s “Time“. I played the tune a lot on the radio at a time when rap and hip-hop were not part of the mainstream. This was 1989. My airplay helped the song climbed to #5 on the U.S. Rap Chart in some small way.
Jump ahead 17 years to 2006. By this time I was the Program Director of a Top 40 radio station. Third Bass had broken up for a second time 6 years earlier. MC Serch had left his job as a morning radio host to work full-time at Serchlite Music, a promotion company he ran.
Serch was calling radio stations to talk to Program Directors and trying to convince them to play particular singles. I happen to be one of his weekly calls.
During our first call, Serch tells me my name sounds familiar. Johnson isn’t the most unique name, so I figure he is just trying to be friendly. He asks where I have worked in the past, that maybe our paths had crossed before.
Unlike many in the business, my radio career had not taken me all over the country. I had worked in Omaha and Lincoln, Nebraska at this point in my career. That is what I told Serch.
We got to talking about my start at the college station in Lincoln. I told him I started one of the first shows dedicated to rap and hip-hop in the state.
ARE YOU KIDDING ME?
That is when it happened.
Serch said, “That’s it! You were a huge supporter for us back then!”
I said, “Oh, yeah. I played the crud out of ‘Steppin’ To The A.M.’ I loved that record.”
That’s when Serch said, “Yeah, you did. We thanked you in the credits of that album for all of your support.”
What!?! I’m in the liner notes? How did I not know this?
I said, “Are you kidding me? I didn’t know that.”
“You bet,” he told me. “You were a big part of getting us off the ground.”
That night, I went home and got out my “Cactus Album” CD. Sure enough, there I was in the liner notes.
I had made a connection and difference at that conference 17 years earlier and hadn’t even realized it.
And that’s my point. When you are at conferences or podcast events, you never know what might happen or who you might meet. The meeting may not mean anyting at the time. It may not make a difference in the next decade. However, it may just change somebody’s life in ways you never intended.
When you are at a gathering, seek to give and help first. It will all come back around.
Cynthia did say, “It wasn’t a total waste because some of the sessions were informative and educational.” So, where can you find podcast events to make meaningful connections?
SOME OF THE TOP PODCAST EVENTS
Many people who responded to my ask haven’t attended any podcast events. This is a list I have gathered from a few of the best podcasting minds in the industry. I have attended a few of these. I also received recommendations from Dave Jackson at School of Podcasting and Daniel J. Lewis at The Audacity To Podcast and Podcasters’ Society.
Ticket prices and info for these podcast events are as accurate as I could find as of this date. All are subject to change and the accuracy is not guaranteed by any means. Please visit the site for complete details, as they change quite often.
“We’ve formatted PM17 to cater to anyone who is currently involved with, or looking to get into, podcasting and the podcast industry. With the help of over 120 speakers from the best podcasts and the most successful podcast networks and companies, taking part in over 80 different sessions, we try our best to have all our podcasting bases covered.
Attendees will have the opportunity to participate in their choice of over 80 breakout sessions and panels, including sessions on the Technical Track, Creators Track, Business Track, Industry Track, and more!”
“Hivio brings together more than 100 of the most influential people in audio and media for two days of candid, unscripted conversation. Amazing thought-leaders and provocative presentations. No boring panels. No celebrity keynoters.
Media strategist and researcher Mark Ramsey and Slacker’s Jaime Solis host a ‘hive’ of smart people and amazing speakers to see, discuss, and develop big ideas and rising trends in on-demand, radio, content, social, mobile, and technology that will shake up all audio entertainment and information platforms.”
“Podfest Multimedia Expo is the conference for podcasters, digital influencers and changemakers who want to grow their brand and audience and maximize their income.
Conference tracks include monetization, audience building, multimedia, and technical. Plus keynote speakers and social opportunities.”
“We have partnered with one of the coolest event spaces in DC again! The third annual,DC PodFest will be back at The Wonderbread Factory Event Space to bring you an incredible, passionate podcasting event! You can call it a conference if you want to! We think of it as an independent podcast intensive for podcasters and podcast fanatics. We will focus on the business, creativity, and influence of podcasting in various ways throughout the two days. Prepare to be engaged, entertained, and productive. We like to think of it as a family reunion with the family you haven’t met yet. Oh, and everyone in this particular family, has a microphone!
You can feel good about coming to DC PodFest too! Fifty percent of our ticket sales benefit Youth For Understanding’s Intercultural Exchange Programs!”
“Mid-Atlantic Podcast started (December 2014) as a Facebook group for podcasters who live in the Mid-Atlantic States (North Carolina, Virginia, Delaware, Pennsylvania, New Jersey, New York, and Connecticut). The idea was to bring podcasters together for meet ups, Google Hangouts and eventually grow into conferences. After seeing the interest to have a podcast (exclusive) conference in the northeast, Joe Pardo jumped on the opportunity to make it happen.
Mid-Atlantic Podcast Conference (MAPCON) is an extension of Joe Pardo’s passion to host amazing events with great people.”
“The only all-woman podcasting festival on the planet, Werk It presents workshops, demonstrations, mentoring sessions and NSFW conversations about working in audio and digital media. Plus: Networking opportunities, cocktail parties, and live podcast tapings at The Theatre at Ace Hotel in downtown Los Angeles!
New this year: Podcast Bootcamp. This one-day course will be taught by the top women in our field. It is designed for entry-level or early-career audio producers, as well as women who work in media or other related fields and are now moving into the podcast realm.
Werk It is a production of WNYC Studios, the beautiful people behind Radiolab, Freakonomics Radio, Death, Sex & Money, 2 Dope Queens, Note to Self, Snap Judgment, Sooo Many White Guys, Here’s the Thing, the New Yorker Radio Hour, On the Media, Only Human and more.”
“Podcast Cruise 2017 will combine some of the world’s top podcast personalities with an elite group of attendees as they join forces to discuss emerging strategies, latest trends, and best practices that will help you create, grow, and monetize your podcast. Space is limited!
Podcast Cruise will depart from Ft. Lauderdale, Florida, on February 11, 2017, and return on February 16, 2017. Registration is limited to the first 40 attendees to ensure they get the full benefits of this exclusive gathering.
The podcast conference includes two full days of elite level training and masterminding, including keynote speeches, panel discussion, small group roundtables, and more.”
The next cruise is not yet scheduled.
There are also many local and regional groups that meet. Google podcast events for your area. Look for meet-ups. Get out to one of these great events.
In the episode last week, we discussed the best way to make connections at podcast events. Most of the suggestions focus on seeking first to help.
As Zig Ziglar always said, “You can have anything you want in life as long as you help enough other people get what they want.”
Help people. Serve. That is where your next relationship will begin when you attend your next podcast event.
Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.
In the recent weeks, I have really found a new energy. My productivity has increased in both my podcast and business. I believe this is all due to new relationships I have created in the mastermind I recently joined.
These three guys are in online business, but completely different niches than me. They hold me accountable and push me to succeed. It has been a great experience.
Over the next few episodes, we will dive deep into the process of creating new relationships.
This week, I want to help you develop new relationships. Though I have found the experience very helpful, your new connections do not need to include a mastermind.
In the next episode, we will discuss making connections at events.
The third episode of the series will involve masterminds and a list of listeners’ favorite podcasting events.
If you are interested in getting connected to like-minded people in a mastermind, e-mail me. I’ll try to connect as many as I can. Coach@PodcastTalentCoach.com
NEW RELATIONSHIPS
Let’s talk about the five steps to create new relationships.
1. Find New Relationships
Get involved with Facebook groups by answering questions
Join podcast memberships, like Podcasters Society (of which I am a mentor) and School of Podcasting (led by Dave Jackson, with whom I occasionally partner)
Network at conferences
Ask your interview guests
E-mail hosts of complimentary podcasts that are not in the Top 10 or “On Fire”
Invite your listeners to chat and ask them
Interact on blog posts
Form a mastermind with people from other industries, both in person and online
Ask your vendors or suppliers
Connect with your customers
2. Make Contact
Introduce yourself with “I help _(niche)_ do _(talent)_ so that _(benefit)_.”
Send an e-mail with, “I find your business/podcast/product interesting. I would like to learn more about it and see if there are ways we might help each other. Would you have 30 minutes for a phone call?”
3. Find Ways To Help Each Other
Use the abundance mentality. There isn’t one pie that needs to be divided between everyone. There is a flame that can be shared an unlimited number of times. That is the power of an idea.
4. Stay In Contact And Give
If it isn’t on your calendar, it will not happen
Find reasons to make contact with your new friend, and schedule that contact
Share useful articles
Share affiliate opportunities
Wish them happy birthday
Ask if they are attending conferences you are attending
Interact in their groups – Everyone is looking for engagement
5. Create mastermind groups
When you find the right 3 or 4 people, create a mastermind group
Find people with different backgrounds and perspectives
It is a given that you need to promote your podcast in order to get the show to grow. Make people aware of the show, and ask them to listen. The process is simple to understand yet difficult to execute. How do you promote your podcast without being obnoxious?
In the marketing environment today, people are tired of interruption advertising. I didn’t ask about financial planning while watching the hockey game. Why am I being interrupted with these commercials?
The answer is easy. Ads are the revenue model. That doesn’t mean it is smart or effective.
Mainstream media has struggled with this conundrum for quite some time. Radio and television continue to look for ways to share the marketing message without turning off listeners and viewers.
Promoting your show is very similar to selling. We offer a product (your podcast) and then ask people to consume it.
Think about your relationship with commercials. On the surface, you probably generalize and say you hate all commercials and never listen to them.
If we start peeling the onion and examine your interaction with advertisements, I think you might be surprised by your true relationship with ads.
RELEVANCE
For the sake of argument, let’s say you are 25-years-old, single, a few years out of college, and living in a small apartment with a roommate. You have no kids and recently got a new job that doubled your income. Got it in your mind?
You are watching your favorite television show when a commercial comes on for Life Alert Medical Alert system. It’s that little button elderly people can push when they need help. Remember the “I’ve fallen and I can’t get up” commercial? This is frustrating, interruption marketing that isn’t relevant to you. I can see why you hate commercials.
Now, let’s say you’re watching that same show and you see a commercial for the new 2017 Ford Mustang. This might be more fitting for you. With that new job, you might be in the market for a new car. Maybe it is the Mustang, maybe not. This commercial is a little closer to relevancy.
Let’s now envision that same show on your television when a commercial comes on advertising a concert with your favorite band. Holy cow!
All of a sudden, you don’t hate advertising as much as you did sixty seconds ago.
First lesson: your advertising message must be relevant when you promote your podcast.
HELPFUL
Let’s think about that same concert commercial. If the ad simply told you the band is coming to town and stopped there, you would probably lose your mind?
What!?! Tell me more! When is the show? When do tickets go on sale? How much do they cost?
Simply telling you the concert is happening doesn’t provide all of the information you need. You cannot take action unless you have more detail.
Now pretend you need a new mattress. It isn’t something you buy every day. A mattress is a purchase you make every ten years or so. Things have changed a lot in the last ten years. Where do you start?
Mattress companies cannot make the hope find them in a search their entire marketing plan. They try to create some top of mind awareness.
If you have been considering a new mattress when you see a commercial about a mattress sale this weekend. You can save half off brand new mattresses. The store has mattress specialists who can teach you all about the latest technology. You can also lay on various mattresses to find the one you like.
Pretty sweet deal. And, just the information you needed.
When you need the information in the advertisement, and that information is helpful, you no longer hate the commercial.
Second lesson: seek to help first before you sell when you promote your podcast.
INVITED
The problem with this mattress advertising is the target. The percentage of viewers of that commercial who are interested in buying a mattress is very small. The large majority of viewers are back to hating commercials.
If you want your marketing message to be well-received, you need to have a relationship with the target market. Your audience will be much more receptive to your message if they have asked for the information.
Ask your audience if they are interested. You could ask, “I have a product that solves this problem. Would you be interested in hearing a little more about it?” If your audience says yes, you have an open door to make the offer.
This is where a segmented e-mail list comes in handy. If your listeners have opted into a particular list asking for more information, you can first provide them help and then offer a product or service that offers even more.
If you tell your best friend that you are in need of a new mattress but really have no idea where to start, and they tell you about the mattress sale, I doubt you are going to say, “Hey, stop selling me. I hate commercials.”
When you have asked for the information, you rarely see the answer as a sales pitch.
Third lesson: prequalify your target audience before asking them to buy when you promote your podcast.
Why would a company spend millions of dollars just to get Michael Jordan to talk about their products?
The answer is simple. Trust.
A company can spend a lifetime developing trust. Or, they can buy it.
My guess is you are going to develop it.
After nearly 30 years in radio, I have learned the power of endorsements. Radio advertisers have found endorsements by radio DJs to be very powerful. These endorsements work, because the DJ has built a relationship of trust with the listeners.
As the DJ is talking about the product or service, the listener feels like their friend is helping them solve a problem. It is all built on trust.
If your listener trusts you, and you have their best interest at heart, your sales offer will be seen as helpful rather than obnoxious.
To get to this level of trust, you must first help your listener solve their problems. Give, give and give. We go back to the second lesson of help. If you have spent enough time helping your listener, trust will develop.
Then, if you are offering a solution to their problem within your product or service, your ask isn’t viewed as obnoxious.
Fourth lesson: build trust as you promote your podcast.
CONCLUSION
So how do we use these four lessons to promote your podcast without being obnoxious?
First, we find the audience that would be interested in your content. It needs to be relevant. So, we fish where the fish are.
Find communities already discussing your topic. Join the discussion. Include the podcast name in your signature without asking for anything in return. Simply get noticed. They will determine if your show is relevant to them.
Next, help people. As you are interacting in those communities, seek to help by answering questions. Get involved. Be a resource for people. Give, give and give. When they see you as someone who can help them they will give your show a try.
Then, get invited to offer more help. As you are demonstrating your knowledge by helping people, others will ask how they might get more from you. When this happens, you can direct them to the podcast.
Finally, build trust. When people trust that you will continue to provide consistent information that will help them, they will subscribe.
As you are interacting with people, avoid constant promotion of the show. Instead, casually mention the show when it makes sense. “We were talking about this very topic the other day on my podcast.” “I get this question a lot from my podcast listeners.”
A casual mention, when it makes sense, can go a long way. Be careful that you don’t overstay your welcome by mentioning it too often. This is how you promote your podcast without being obnoxious.
Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.
Are you looking for more listeners? Are you trying to build your list? Do you have a product you are trying to sell? How is it going creating that engagement?
Are you actually asking your listener to do exactly that? Why would they join your list or get your lead magnet or buy your product of you don’t ask?
Let’s figure out how to get your listeners to act.
That was the year I attended Dan O’Day’s PD Grad School. It was a unique conference for radio program directors. One of my favorite conferences every year. I’m bummed that it isn’t around any longer.
Dan would get some of the best minds as speakers. His guests were not only radio thought leaders, Dan would guests in the worlds of branding, marketing, online and research. The conference was amazing.
As I sat in that hotel ballroom with 100 other radio programmers over ten years ago, BJ flipped the way I thought about branding and marketing.
For ten years, I had been selling the great features of my station. We were more entertaining. We had your favorite music. We had the best contest. We had longer music sweeps and fewer commercials. And, we were telling our listeners all about it
Then, BJ showed a video his company produced. It featured Bob out on the sidewalk in front of the office building. Bob was wearing a sandwich board that was simply a huge photo of himself. We was telling everyone that passed by about his attributes. And … he was doing it with a bullhorn.
It was classic. At the very end, the video stated, “People are more interested in themselves than they are about you. That is why ads that work are more like mirrors than bullhorns.”
It is ten years later and we hear it a lot. Make your marketing outward-facing. Focus on your target listener. Sell the benefits of your product rather than the features.
There are many ways to say it. But BJ was the first that really opened my eyes to it.
When you are creating your call-to-action, make it a mirror. Focus on the needs of your avatar. That ideal listener. What do you want them to feel? What problem are you solving for her? What benefit are you delivering?
SELLING IS EASY
Great marketing makes selling easy and unnecessary. That is according to Joe Polish.
As we discuss this, think of selling as simply getting your listener to take a particular action.
Each issue of Success magazine is accompanied by an interview CD. On one particular disc, Success publisher Darren Hardy was talking with Joe when he made that very statement.
You may not be selling in the traditional sense of products or services in exchange for money. However, you are making a call-to-action within your podcast. It may be selling for money. It may also be inviting your listener to come again, asking him to visit your website, requesting that she join your mailing list, inspiring him to get involved with a cause or any other action. It all involves selling yourself.
Polish’s statement was bold. As he went on to explain himself, Polish made perfect sense. In fact, his comments were very similar to the marketing and branding information we’ve been discussing with regard to your podcast.
We have discussed the call-to-action in previous episodes of Podcast Talent Coach. We simply need to determine what we hope to accomplish with our podcast episode before we begin recording.
In summary, Polish said great marketing gets people properly positioned, so they are pre-interested, pre-motivated, pre-qualified, and predisposed to do business with you (or act on your call-to-action). Great marketing therefore makes selling easy and unnecessarily.
If you have truly engaged your listener and created that strong relationship we’ve been discussing, the selling should take care of itself. Selling becomes difficult when you are trying to get your listener interested. Selling before your listener is motivated is a challenge. Trying to sell to a listener that isn’t qualified is hard work. If your listener isn’t predisposed to taking action, you will need to sell hard.
Building relationships with your podcast involves telling great stories. Revealing things about yourself through stories makes you real. Your listeners get to know and like you. As you continue to help them over time, you build the trust they seek.
When you have taken the time to build the relationship, your listener will be pre-interested, pre-motivated, pre-qualified, and predisposed to do business with you. They will be ready to buy. Selling, in terms of convincing your listener to buy, will be unnecessary. Your marketing and engaging relationship will have them ready for your call-to-action.
Do the hard work up front to make selling easy.
SHOUTING WILL NOT HELP YOU
So, how do we build that relationship? We go back to the bullhorn video by BJ Bueno. We focus on our listener rather than ourselves.
You can’t shout your way into a person’s trust circle. They only way to gain trust is to add value. Give them something they can use. Building trust is the foundation of revenue generation for your podcast.
As you build trusting relationships with your podcast, continue to ask yourself, “How am I helping my listener?” Continue to give, and the trust will develop over time.
When you begin every discussion with your product, needs or wants, people will tune you out. You will begin to sound (and be treated) like advertisements for used cars. Shouting doesn’t work. Your listener won’t care and will rarely return.
Serve first, many times over. Then and only then can you effectively sell.
Shows like the “Dave Ramsey Show”, “48 Days To The Work You Love” and “Smart Passive Income” are all designed to help their listeners first. Sure, they all have products to sell as the end result. However, they never begin with their product. The discussions on these shows always begin with the listener’s needs in mind first.
As you prepare for your show, find great ways to help. Your help may come in the form of entertainment. You may serve as companionship for your podcast listener. Help them find other forms of companionship as well. If your podcast is only one hour per week, there are 167 more hours in the week that aren’t occupied by your show. Your listeners will surely need more companionship to fill a few of those hours. Help your audience fill those hours, too.
Are you building trust, or are you shouting?
ASK FOR THE SALE
After you’ve done the hard work building the relationship, don’t forget to ask for the sale.
One afternoon last week, I stopped by the quickie mart to get something to drink. As I waited in line at the cash register, the gentlemen in front of me set his purchase on the counter.
Among his items was a 2-liter bottle of soda. The bottle of soda was $1.69. The clerk said, “Did you know these are on sale two for $2? You can grab another and save yourself some money.”
The customers responds with, “Looks like I need to grab another bottle.”
By simply asking for the sale, the clerk doubled the purchase. The customer also benefitted by saving some money.
In fact, everyone wins in this transaction. The store is paying the clerk an hourly wage whether he sells one bottle of soda or 100. The cost of the clerk’s time to the store remains constant. Wages are the biggest expense to the store when figuring cost of goods sold. Therefore, by adding another bottle of soda to the purchase, even at the lower price, the store makes more money also.
It all happened because the clerk asked for the sale.
This week, review your show to ensure you are building those relationships.
Start with the listener instead of your product or service
Determine how you are going to help your listener with this episode
Put a strong call-to-action at the end of the episode
Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.
Today, we will open the Podcast Talent Coach mail bag and answer a few content questions I have received. The first questions is about making effective use of a co-host. The second is about consistently helping your listeners with your content. I would love to hear an episode on involving a highly effective style with a cohost. – Rick Sizemore – VR Workforce Studio
CO-HOST BASICS
Different point of view
Distinct styles and perspectives
Different voices
One needs to be the leader
I was listening to a business podcast the other day. It is a show that is hosted by two marketing gurus. They typically offer business advice to listeners who write or call the show.
The hosts had received a question regarding unique ways to market a product. The listener had included a few methods he had used. Host number one rattled off his critique of the methods used and offered a couple of his own. Host number two basically said, “I agree with your assessment and really have nothing further to add.”
When a second host (or guest for that matter) isn’t offering any new information or differing opinion, the second host is unnecessary.
If your podcast involves more than one person on the show, you need to have a justifiable reason for each of you to exist on the show. When there are multiple voices on a show, each voice needs a role. One of the hosts is unnecessary if two voices are offering the same information, with the same opinion persona.
There are many podcasts hosted by two co-hosts. Many of those are successful, such as “On The Media” with Brooke Gladstone and Bob Garfield, “Manic Mommies” with Erin and Kristin, and “Mike & Mike in the Morning” with Mike Golic and Mike Greenberg.
Not all two-person podcasts are structured quite as well as these. It seems two friends who have similar interests get together and start a podcast without much planning. The similar interests of the hosts seem to spawn similar opinions and positions on topics.
If you and I are hosting a show, and we are both saying roughly the same thing, one of us isn’t necessary.
A great example of two hosts that compliment each other well is “Mike & Mike in the Morning”.
Mike Golic and Mike Greenberg host “Mike & Mike in the Morning”. You can find the show broadcast on ESPN television and radio as well as their “best of” podcast online. The show recently celebrated its 10-year anniversary.
Both Mikes have an interest in sports. That is the commonality that brought them together. A general interest in the topic is necessary for the subject matter and foundation of the show.
The differing opinions create the magic within the show.
Mike and Mike come from very different background. Their different experiences have developed differing opinions, attitudes and approaches to various sports topics. These differences make the show compelling.
Mike Greenberg was born to a Jewish family. He grew up in New York City. Greenberg went on to study journalism. He worked his entire career in broadcasting, beginning in Chicago, the third largest city in the United States.
Mike Golic was born in suburb of Cleveland, Ohio. He played American football in College while studying finance and management at Catholic university Notre Dame in Indiana. Golic played professionally in the NFL. He then began his broadcasting career after his playing career ended.
Where Greenberg approaches topics from the researcher/journalist perspective, Golic tackles those topics from the real life experience angle. Greenberg comes from the big city. Golic comes from the suburbs. Greenberg worked big-time radio in the nation’s largest cities. Golic made big-time hits on one of professional sports’ biggest stages.
There are multiple approaches you can take on a show with multiple hosts.
Good cop/bad cop is a common show structure.
This is approach would position one host as the nice guy. He is there to help. Always encouraging and supporting the listener.
The second host would be a bit of a jerk. He might have a big ego. This host would be in your face and telling you like it is. He wouldn’t necessarily be mean. However, he would be the antagonist in the show.
There is a three-person version of this called “The Dog, The Doll and The Dork”. This show involves the bad guy (the dog), the good guy (the dork) and the sweet girl to round it out (the doll). The female typically plays mediator between the two guys. This show is heard quite often on radio morning shows.
You can also see “The Dog, The Doll and The Dork” in America’s original version of “American Idol”.
Simon Cowell was “The Dog”. He was the bad guy with the big ego. Simon was the guy everyone loves to hate.
Paula Abdul played the role of “The Doll”. She was sweet while often siding with one of the two guys. She was very likeable. Paula was almost the antidote to Simon.
Randy Jackson was “The Dork”. He would often play the nice guy, even while providing tough criticism. You would hear Randy say something like, “You know you’re my dog, but that just wasn’t good.” Randy could be seen considering the feelings of the contestants.
“American Idol” is currently not as strong, because they’ve lost the role identity of each judge. When you watch the show, you really don’t know what to expect from each judge. Is Randy going to be the nice guy or suddenly play the part of “the Dog”? Roles are inconsistent from show to show.
There are many other varieties of show roles. You could use nerd/jock where one host has “studied it” and one host has “done it”. Liberal/conservative is an option if you can find a co-host with the opposing point of view. Corporation/entrepreneur could offer diverse points of view on business. Male/female is pretty clear. You simply need to select the differences that work for you.
Think of some of the best duos in history. What makes them different (and therefore valuable)? McCartney & Lennon. Abbott & Costello. Siskel & Ebert. Bert & Ernie. Sonny & Cher. Milli Vanilli. Ok, maybe not that one.
Each member in those great partnerships offered something different than their teammate. Often, that difference was the opposite of their counterpart. Sometimes, it was simply a different approach. Find those differences that make each of you unique.
The goal of your show is to entertain your audience. Listeners have come to your show to learn something, laugh at something, or be amazed by something. Your job is to create compelling content.
Debates and differing opinions are a great way to stir up emotion with your audience. It doesn’t always need to be an argument. Multiple hosts simply need to offer different information. If both hosts are offering the same content, one of you are just wasting the time of your audience. You are repeating yourself when you could be dishing up new content.
If you host a show with multiple people, find each individual voice and use those differences to entertain your audience.
HELP OTHERS
How can I help others with every show. I am so grateful for your show, keep up the good work, I point all my podcasting friends your way! You have a devoted fan on Oahu, if you need any ideas for family adventures on Oahu…. I’m your Man! – Dave Tupper – Kids Adventures Hawaii
Start with the goal of your show. What is it that you want people to take from this particular episode? How will your content help them?
I’m sure you’ve heard the phrase “what’s in it for me?”
Your audience will be asking this very question every time they tune into your podcast. Your introduction better tell your listener exactly how your topic will affect them. You need to hook them right at the beginning with an intriguing introduction. If you don’t hook them early, they will be gone in search of something more captivating.
When your audience knows what is in it for them, they begin to care. Making your listener care is the only way to get them to listen and more importantly come back again.
As I was listening to a podcast recently, it suddenly hit me. How does this apply to me, and what am I getting out of this podcast? I was having a tough time answering those two questions.
It was an entrepreneural podcast. The host and guest were recounting the launch and growth of the guest’s company. It was a decent story. There were a few highlights about growing out of a basement and finding industry partners. The most interesting part of the story was the fast growth of the company.
After twenty minutes of the show, it hit me. I really have nothing in common with this tech company. The stories being told were very specific to the guest’s company. Most of all, neither the guest nor the host were making the connection between the tale of the company and lessons that could be gleaned by the listener. They were not incorporating the audience into the show at all.
To truly engage your audience, you need to make the listener the star. Nobody wants to watch your home movies unless they are in them.
Your listener doesn’t need to be part of the show to be the star. The content could give them hope, help them envision the future, or relate to their situation. You need to help them make that connection.
The key question is “what’s in it for me?” Your listener isn’t attracted to your podcast by your content. They listen to your podcast because of what your information can do for them. They don’t buy products. They buy benefits.
If your podcast is only focused on you, your product, or your guest without making a connection to the listener, the size of your audience will shrink. Engaging content must be listener focused. Keep your audience engaged by making your listener the star.
Connection, put them in the show, one-on-one communication and teaching without being condescending.
This week, check out the free video I have on PodcastTalentCoach.com about one-on-one communication. We discuss how to make your listener feel like they are part of the show and that your content is specifically for them.
Next week, we will start a series on interviewing. How do you make the most of the time with your interview guest? What is more effective at attracting traffic, interviewing others or being interviewed? In the next few episodes, we will cover that, along with interview terms, and tips to help create powerful interviews.
When you want your listeners to stick around and listen to what you have to say, you need to give them a compelling reason. Your listener needs to anticipate what is to come later in the show. You need to excite them. You need to tease them.
Anticipation is a key feature to storytelling. Your story should build just like a good plot builds in a movie. You need to make your audience anticipate the content that is on the way.
Your story is similar to a vacation you are planning to take. The fantastic anticipation for the trip is almost as pleasurable as the trip itself. You can’t wait for the trip to arrive. You want your listener to feel the same way about your story.
When your listener can’t wait for the story to arrive, you have created some great content with a powerful tease. Your listeners will get more enjoyment from your show when they get the tease payoff more often. The pleasure of the “oh wow” factor will be increased. The joy of anticipation will keep your audience coming back for more.
There are three steps to creating an effective tease.
#1 – Intrigue Me
When you promote content that is coming up later in the show, you must give your audience an intriguing reason to stick around. It isn’t enough to simply say, “A great story about this weekend is coming up.” Few will stick around for the payoff. The tease lacks stickiness. It doesn’t hook the listener.
#2 – Give Them 80%
To create an effective tease, give your listener 80% of the story while leaving out the most important 20%. It is similar to giving the setup for a joke without providing the punch line. Lead your listener right up to the line, but make them wait to step over.
#3 – Make Your Tease Unsearchable
Make it impossible to search online.
You want your listener to keep listening for the payoff to your set up. If I can simply search on Google for the answer to your tease, there is no reason to keep listening. I can just look it up and be done with it.
The three steps to powerful teases will help you begin to engage your audience on the way to building powerful relationships. Use the three steps in your show recap to entice people to listen to the episode. Then, use them again during the introduction of the show to get listeners to enjoy the entire recording.
You’ve worked hard to create your content. A lot of effort has been exerted on your part while writing and recording your show. Make your content intriguing by using these three steps in the art of the tease.
When you use the art of the tease, your listeners will spend more time with your show. The increased frequency of the tease payoffs will help your audience enjoy your content more. When your show is more entertaining, it becomes more engaging. When you truly engage your audience with your content, you can begin building powerful relationships. That’s where trust and influence with your listener begins.
Next week, I will teach you how to critique your podcast on your own. You will learn how to find areas to improve and steps to take to make your show stronger.
I would love to help you with your podcast. E-mail me any time at Coach@PodcastTalentCoach.com.
Essential Elements of Powerful Storytelling – Episode 129
WHY STORYTELLING
Have you noticed a lot of interview podcasts in your niche sound the same? We are hearing the same guests answer the same questions time and time again. How do you become unique in this sea of sameness?
Storytelling can transform your podcast.
THE POWER
Stories let your audience get to know, like and trust you. These are critical elements in any business relationship.
Out of stories come knowledge and friendship. Great storytellers create fans. Your stories help define you, your character and your personality.
Stories also touch many more people. The appeal of stories is nearly universal.
When you reveal things about yourself through stories, you begin to connect with, motivate and inspire your listeners.
Don’t fit in, stand out.
Personal experiences are the only way to make the content your own. No other podcaster can recreate your stories the way you can. Your stories are unique to you.
STORYTELLERS ARE EVERYWHERE
There are examples of great storytellers throughout everyday life.
Great teachers and speakers are usually great storytellers. You can see examples of this in the bible and in fables that have been passed down through generations. Storytelling is also used by great speakers such as Zig Ziglar.
ENGAGEMENT
In podcasting, you cannot afford to be boring. Interest in your story never remains constant. When you tell a story, interest is either rising or falling.
Your information can only become entertainment when interest is rising. A great story continues to develop the plot and raise the interest.
Have you ever sat through a long, monotonous story that never seems to end? Interest is definitely falling with these stories. Keep your plot moving.
CREATE TRUST
Date your listeners.
The privilege of talking to people who want to be talked to and selling things to people who want to be sold to is earned over time. Work to build friendships.
After consistently building the friendship, you will earn the privilege to talk to your audience.
Practice becoming a great storyteller. You will soon be developing friendships.
BECOME A GREAT STORYTELLER
To become a great storyteller, listen to yourself. Hear your thoughts. Have courage to record your personal connections.
Once you have recorded your thoughts, reveal those thoughts through great stories.
Think of your podcast as a friendship. Ask yourself, “Would I enjoy taking a one-hour car ride with this person every week?” Your listener is asking the same thing. They are deciding to spend quality time with you just like they do with friends.
Stories allow others to live vicariously through you. They can experience the highs without putting in the work. Listeners can experience the lows without suffering the pain.
Friendships develop over time. They create trust. Friendship comes from self revelation. This is where your stories become powerful.
Next week, we will cover the elements of great stories and what you can learn from Walt Disney, one of the greatest storytellers of our time.
Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.
In a previous episode of Podcast Talent Coach, I shared 7 ways to drive listeners away from your show. One of the main points suggested you treat every listener as if they are new to the show. We need to continually feed the funnel.
Joshua Liston from The Deadly Arnold podcast was checking out my back catalog when he stumbled across this particular episode. He took exception to one of this particular suggestion.
THANKS
I must say that I do appreciate Joshua for a few reasons. One, he took the time to comment on the episode. Two, he was listening to my back catalog. Finally, he provided some great thought starters for a few solid episodes. I truly appreciate Joshua allowing me to use his comments to help others learn. That is what this community is all about.
In that episode, I suggested one way you drive listeners away is being the podcaster who assumes listeners have heard the show before.
POWERFUL INTRO
If you’re not explaining your podcast purpose each and every show, it will be difficult for new listeners to understand the show. Your audience will feel like they are joining a conversation in the middle. They will be lost.
In this episode, we review an episode that Josh mentions to see how they do these things.
I have selected one of the podcasts Joshua mentions with less of a national platform. Rather than tell you the name, we just jump in to see if the intro pulls you into the episode.
As we discuss the introduction and care for new listeners, please do not interpret this as something you should do at the expense of your current fans.
Sure, the content of your show must be great to keep listeners around. That is simply the price of admission. To get people to subscribe, create great content. That should go without saying.
In order to keep people engaged, you need to make them feel like they are part of the club. This is especially true for new listeners.
If you’re not explaining your podcast purpose each and every show, it will be difficult for new listeners to understand the show. Your audience will feel like they are joining a conversation in the middle. They will be lost.
SHOW REVIEW
In the episode of Back To Work that I review, the hosts do a few things to make new listeners feel included.
They use each other’s name often. This helps us get to know the voice.
We find out Merlin is 40-something and has a daughter. By sharing his life, his listeners get to know him.
Merlin refers to the same five books quite often. Though he is obviously well-read, these books seem to have been very influential on him.
Merlin knows a bit about Hollywood and the process of making movies. We learn this by his discussion of the four quadrant theory.
Merlin is a Democrat.
Merlin is confident and has little fear of speaking in front of large crowds. Dan admires that quality.
IS THE INTRO NECESSARY
On the other hand, there is no introduction to the show. I listened as a casual listener and had no idea what this show was about. There was nothing to suck me into the episode.
Merlin’s 355,000 Twitter followers along with his writings in magazines like Wired, Popular Science and MacWorld probably go a long way in driving listeners to the podcast.
Since the average podcast has roughly 170 downloads per episode, those podcasters cannot assume listeners will stick around if there is no clear benefit.
So many podcasters want to play the part before they are the part. It is similar to living like a billionaire before you are a billionaire. You cannot buy the Porsche, mansion and private plane until you make the money. You cannot act like a podcaster with 100,000 downloads until you earn the attention.
Make everyone feel welcome, supply your listeners with great content, and make your material unique. Then, watch your subscribers grow.
Focus On Current Or New Podcast Listener? – Episode 126
_
Photo Copyright : Eduardo Huelin/123rf.com
In a previous episode of Podcast Talent Coach, I shared 7 ways to drive listeners away from your show. We work so hard to gain listeners. Why would we ever drive them away.
But … should you focus on the current or new podcast listener?
Joshua Liston from The Deadly Arnold podcast was checking out my back catalog when he stumbled across this particular episode. He took exception to one of the 7 ways I mentioned.
In the episode, I suggested one way you drive listeners away is being the podcaster who assumes listeners have heard the show before.
If you’re not explaining your podcast purpose each and every show, it will be difficult for new listeners to understand the show. Your audience will feel like they are joining a conversation in the middle. They will be lost.
Have you ever felt left out of a conversation due to inside jokes. Two other people are chuckling about something, and you have no idea why. “Oh, it’s an inside joke” they say. Why aren’t you important enough to be in on the joke? Why is it inside only to them? Those situations are a bit offensive. You’re not included.
When you are not explaining your podcast, you are not allowing your listener to understand the nuances of your show. They won’t feel like part of the club. Your listener will not feel important or that you care about them. It is quite possible they will leave.
The opening of your podcast should explain the purpose of your podcast and let your listeners know exactly what to expect as if this is the first time they have ever heard the show. We discussed this in the past two episodes when we reviewed the importance of a strong introduction.
A well-crafted introduction serves two purposes.
First, it tells the brand new listener who is hearing the show for the very first time exactly what to expect from the show. You know exactly what is coming your way, even if you have never seen the show before.
Second, those that have heard the show before are confident that they are in the right place. Those regular listeners will find comfort in the opening of the show they hear each time they tune in. Fans will also feel like they are “in the know”. This is similar to singing the theme song of your favorite sitcom. As soon as you hear the first few notes of the theme song, you know you’re on the right channel. Your show intro should elicit the same response.
As you create your show open, treat it as if every listener is saying, “Hey, I’m new here. What’s going on?” You’ll make everyone comfortable as the show begins.
Here are Josh’s comments on the subject:
I must stress that I do disagree with your ideas around “making new listeners feel welcome in every episode”.
Personally I think Podcasters focus too much on their new audience and far too little on those already listening (which is where the majority of engagements and downloads come from for most podcasters). Those same things that you suggest make new/new listeners feel left out (in-jokes, personal references, etc) are the very things that make a longtime listener feel even more part of something special, and exclusive.
If you reference great podcasts that have stood the test of time “Back to Work” “Joe Rogan Exp” “Roderick on the Line” “Nerdist” “Hardcore History” “FOFOP & TOFOP” “Monday Morning Podcast” “Welcome to Night Vale” “We Are Alive” “The Dollop” “99% Invisible” “This American Life.” they make little to no intentional effort to morph their shows personality/language/individuality to entice new listeners to stay – they work incredibly hard in embracing their longtime listeners and fans though!
I can see how your ideas applies to a more transient audience like those of commercial radio stations where listeners are after the content within the content (music, news, score-lines, financial data etc) but for personality driven podcasting I think this falls purely into speculative theory.
-Joshua C. Liston
The Deadly Arnold BraveryByTheDay.com
In this episode, I offer my assessment of Joshua’s position.
Sure, the content of your show must be great to keep listeners around. That is simply the price of admission. To get people to subscribe, create great content. That should go without saying.
In order to keep people engaged, you need to make them feel like they are part of the club. This is especially true for new listeners.
If you’re not explaining your podcast purpose each and every show, it will be difficult for new listeners to understand the show. Your audience will feel like they are joining a conversation in the middle. They will be lost.
Should you focus on the current or new podcast listener? The answer is both.
Make everyone feel welcome, supply your listeners with great content, and make your material unique. Then, watch your subscribers grow.
Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.
Episode 125 – Are You Losing Listeners? (Pitfalls Disrupting Podcast Traffic)
In a previous episode of Podcast Talent Coach, I shared 7 ways to drive listeners away from your show. We work so hard to gain listeners and podcast traffic. Why would we ever drive them away.
Joshua Liston from The Deadly Arnold podcast was checking out my back catalog when he stumbled across this particular episode. He took exception to one of the 7 ways I mentioned.
In the episode, I suggested one way you drive listeners away is being the podcaster who assumes listeners have heard the show before.
You work so hard to attract listeners to your podcast. Growing the audience is a constant challenge for most podcasters. You do all you can to bring more people to the party.
In this episode, we discuss the 7 ways you could be driving listeners away.
In the episode next week, I will dissect one of the episodes suggested by Joshua and demonstrate how successful podcasters eliminate these traps.
There are seven common mistakes podcasters make that drive listeners away. Here is a brief overview of each. See if you recognize these within your show.
THE PODCASTER WHO TALKS AT YOU
Great podcasters are not announcers. Great podcasters are conversationalists. If you can have a conversation with someone you cannot see nor hear, you have the ability to create a great podcast.
Instead of talking at me, talk to me and with me. Let’s have a conversation. You won’t be able to hear my responses. However, how many times have you found yourself talking back to the radio or podcast host? When the listener is responding out loud, you know the host has the ability to be conversational even when the other party isn’t present.
Be personal and talk to your listener, not at her.
THE PODCASTER THAT WASTES YOUR TIME
The wider the focus of your podcast, the better chance your topic will not interest me. It sounds counterintuitive. If you want more listeners, you need to narrowly focus your topic.
When you are too broad, your listener doesn’t know what to expect from your show.
Instead, pick a niche. Make it a tight focus. Pick the segment of your topic that you most enjoy and really focus there.
Focus is powerful. When you are focused, your audience knows exactly what to expect. Your focus builds loyalty, because you aren’t attracting listeners who have no interest in your niche. Since the niche is only focused on the slice of information that that interests your listener, your audience will almost always feel like you are delivering great content. You’ll never be wasting their time.
THE PODCASTER THAT DOES NOT MAKE YOU CARE
When you only deliver the what, the listener has no real reason to care. You are only providing information. Facts are lifeless. You must provide the why before you can provide the what. The “why” makes your listener care.
I’m sure you’ve heard the phrase “what’s in it for me?”
Your audience will be asking this very question every time they tune into your podcast.
When your audience knows what is in it for them, they begin to care. Making your listener care is the only way to get them to listen and more importantly come back again.
Provide the “why” early in the podcast. Make them care.
THE PODCASTER THAT DOES NOT GET YOU INVOLVED
A podcast that is only focused on the host quickly becomes a very lonely podcast. “Enough about me, let’s talk about me.” Listeners surely won’t stick around for that very long. If listeners are not involved, they feel like the host doesn’t care about them.
Make your listener the star. It is your show. You know where it is going. When listeners are involved in your show, it is always your job to lead your guest and make them the star.
Get your listener involved wherever you can. Provide opportunities for listeners to interact with you. Even if you receive very little feedback, the opportunity to do so will send the message to your listeners that you care. The opportunity for involvement goes a long way.
THE PODCASTER THAT DOESN’T HELP OTHERS
Focus on helping others.
Zig Ziglar had many great quotes. One of my favorites is, “You can have anything you want in life just as long as you help enough other people get what they want in life.” How true that is.
As you turn your information into engaging entertainment with your podcast, keep in mind that helping people is part of the foundation of a strong relationship. If you take, take, take, your relationship won’t last long. If you are there to give and help, you will develop friends for life.
Get what you want out of life. Focus on helping others.
THE PODCASTER THAT TRIES TOO HARD TO BE FUNNY
Many podcasters painstakingly try to be funny. Jokes are never funny when the joke teller tries too hard. The forced punchline is uncomfortable. The timing is off. He will lead with something like, “This is funny” or “Here’s a good one” or “You’ll love this”. If I’m going to love it, do you really need to tell me? Won’t I know I love it once you tell me?
The good news is you don’t have to be funny. Stop trying so hard. The funny will come. You are focused on the wrong thing.
Funny follows fun.
THE PODCASTER WHO ASSUMES LISTENERS HAVE HEARD THE SHOW BEFORE
If you’re not explaining your podcast purpose each and every show, it will be difficult for new listeners to understand the show. Your audience will feel like they are joining a conversation in the middle. They will be lost.
Have you ever felt left out of a conversation due to inside jokes. Two other people are chuckling about something, and you have no idea why. “Oh, it’s an inside joke” they say. Why aren’t you important enough to be in on the joke? Why is it inside only to them? Those situations are a bit offensive. You’re not included.
When you are not explaining your podcast, you are not allowing your listener to understand the nuances of your show. They won’t feel like part of the club. Your listener will not feel important or that you care about them. It is quite possible they will leave.
A well-crafted introduction serves two purposes.
First, it tells the brand new listener who is hearing the show for the very first time exactly what to expect from the show.
Second, those that have heard the show before are confident that they are in the right place.
As you create your show open, treat it as if every listener is saying, “Hey, I’m new here. What’s going on?” You’ll make everyone comfortable as the show begins.
Next week, we will review a podcast suggested by Joshua to learn how these ideas are put to use in the real world to attract listeners and drive podcast traffic.
As I mentioned in this episode …
The Critical Piece To A Great Podcast – Episode 123
On a recent episode of the Podcast Review Show that I do with Dave Jackson, we got into a discussion with a podcaster who struggles with the introduction of his show. This happens with so many hosts. How do you properly begin an episode? Why are the important elements of a solid introduction? What is the purpose?
We were talking with Doug Salamone of Mind Drippings podcast. On this particular episode, Doug was interviewing Taylor Pearson, author of “The End Of Jobs”. Doug said he was having trouble forming the introduction of his interviews.
START WITH WHY
Here is Doug’s first question: “Taylor, why don’t you introduce yourself a little bit more, and start off at the beginning with what brought you to decide to write this book and I’ll just let you roll with it and we’ll get the questions going.”
Doug needs to make us care about the author as he introduces him BEFORE he brings Taylor on the show. Then, Doug needs to make us care about the subject.
Before you begin your show, determine what are you hoping people will take from the interview. What is the point.
When you use, “Tell us about yourself”, it sounds like you didn’t do your homework.
The show is about big ideas. What is the big idea in this episode? The world of jobs is coming to an end. Start there.
Later in the interview, Doug asks, “What are people to do … if the opportunities are limited … and every single year we have thousands upon thousands of people graduating from universities across the country … what are people to do to protect themselves from becoming obsolete in this current economy that we’re seeing everyday increasing where jobs are being eliminated or being exported to countries across the world?”
This is the essence of the conversation. Let’s start here.
Many introductions are a waste of time. They host wanders into the episode rather than creating anticipation and setting up the content.
“Tell us a little about yourself, who you are and what you do.” It is such an overused first questions.
Do your homework. Know the important facts about your guest that support the topic. Provide those pieces of information right at the beginning. Then, hit the ground running with great questions.
Make the introduction of your show compelling. It should make your audience want to stick around for the payoff. I hear so many shows begin with their standard show open immediately followed by a bunch of housekeeping. Don’t waste the time of your audience. Your introduction should make a promise (tell the audience what to expect). You should then follow through on that promise (give them the content they expect).
When a show begins with, “I’ll show you how to make a million dollars in 4 easy-to-understand steps”, followed by, “But first, let me plug 14 things and chat a bit about why I didn’t post an episode last week”, you are losing your audience. Your fan tuned in to hear your secrets, not your problems.
If you have housekeeping notes to pass along, sprinkle them within the show throughout the content. Lead with your strongest material. Housekeeping is not it.
Your introduction should set up your podcast. It should be an intriguing introduction that tells the listener exactly what the podcast is all about. What will I get when I listen? It doesn’t matter whether your podcast is 10 minutes or 60 minutes long. You need to tell the listener what is to come.
“Welcome to Podcast Talent Coach Podcast. My name is Erik K. Johnson. This is where we help you transforming your information into engaging entertainment so we can turn your podcast into powerful, profitable relationships.”
With that quick introduction, I told you exactly what to expect. You know the name of my podcast. You know the name of the host. You know the goal we are setting out to accomplish. I’ve also put you in the mix by referencing your dreams and how my podcast will help you. In those brief seconds, I’ve given you who, what, when and why.
That content should be followed immediately by a creative tease of this particular show. It might be something like, “We will help Steve figure out how to gently end a bad interview. Shelly asks about incorporating a call-to-action without making the show sound like an infomercial. And finally, we will hear a clip for the ‘The Golden Garden’ podcast and help Chris increase the energy and forward momentum in the show. Let’s get to it. First up …” This goes right into the show content. We start delivering on the promise made in the introduction. The show is moving forward.
If I said, “Before we get to it, let me explain the new look of my website”, I would only be relevant to a small portion of my audience. Who cares about my new layout? That would assume first that most of my audience has visited my website prior to this show, and second that they can’t find their own way around the new layout. That’s a pretty big assumption. If is important enough to include, put it at the end, or somehow incorporate the information into an answer.
Don’t waste the time of your audience. Make your introduction intriguing and get to the content immediately.
MAKE THEM CARE
I’m sure you’ve heard the phrase “what’s in it for me?”
Your audience will be asking this very question every time they tune into your podcast. Your introduction better tell your listener exactly how your topic will affect them. You need to hook them right at the beginning with an intriguing introduction. If you don’t hook them early, they will be gone in search of something more captivating.
When your audience knows what is in it for them, they begin to care. Making your listener care is the only way to get them to listen and more importantly come back again.
Lead with an intriguing introduction.
This is true for your podcast in general as well as each individual topic. Your intriguing introduction should hook your audience, let them know exactly what to expect, and allow them to enjoy the story.
What do you hope your audience will take away from this particular discussion? Your introduction should spell it out. It should set up what is to come.
If your goal is to make your listener laugh at your misfortune over the weekend, lead with it. “This weekend was so disastrous, I wouldn’t have had time for anything else to go wrong even if I tried.” The audience will now have time to enjoy the vivid details of your horrible weekend rather than trying to figure out what point you are trying to make.
When you begin your story with the details, your listener spends energy trying to determine the point you are trying to make. They are trying to figure out what the story is about.
Have you ever been stuck listening to someone tell a story while you’re thinking, “Will he ever get to the point?” That is what we are trying to avoid.
Here is an example of a story you might hear. “This weekend we went to the mall. It was just the two of us. We were looking for a gift for my dad.” Are we telling a story about finding gifts? Is this story just recapping the weekend? Maybe it is about my dad. You don’t know. I haven’t told you. There is no lead to this story.
To hook your audience and allow them to truly enjoy the story, lead with an intriguing introduction.
EMOTIONALLY POWERFUL?
A successful podcast is built on a strong relationship with the listener. It could be called a tribe as defined by Seth Godin in his book of the same name. The strong relationships with your listeners begin to develop your brand. You can then monetize your brand and associated relationships with an effective call-to-action. But it starts with the brand.
Powerful brands are more than just recognizable names. Powerful brands are full of emotion. A brand is a collection of perceptions, creating emotional connections, while consistently delivering on a promise. The more powerful the emotional connection, the more powerful the brand.
Take a moment to think of some very powerful brands and the associated emotions of the rabid fans of those brands. Nike. Volkswagen. Star Trek. Starbucks. Apple. Harley Davidson. Fans will go out of their way to interact with their favorite brand. These brands are unique, because they create powerful emotions within their fans that are not found in ordinary brands.
Ordinary brands lack emotion. Keds. Buick. Battlestar Galactica. Dunkin’ Donuts. Hewlett Packard. Honda. The powerful emotions are not present for most people in these brands.
An amazing book entitled “The Power of Cult Branding” by Matthew W. Ragas and B. J. Bueno describes the seven golden rules to cult branding. Emotion is the key to all seven. Social Groups, Courage, Fun, Human Needs, Contribution, Openness, and Freedom. All emotional. None are functional. It’s not the best, biggest, brightest, loudest, or #1 product. Cult brands are focused on emotion, not hype.
If you want to turn your podcast into a powerful brand that you can monetize with a strong call-to-action, stir emotion every time.
Next week, we will walk through the steps in creating a powerful introduction. I’ll give you a step-by-step process.
Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.
There is a big difference between marketing to men and marketing to women. The book “Men Are From Mars, Women Are From Venus” by John Gray, Ph. D. discussed in great detail the communication and relationship differences between men and women. These differences are critical in marketing. They are also important elements to your podcast strategy.
When I have discussed this in the past, I have been labeled a chauvinist. I’ve been called narrow minded. People have said I am simply promoting the stereotypes.
Let me first say these are generalities. Stereotypes are called stereotypes for a reason.
Please understand that I am speaking in generalities. I understand these statements won’t hold true for every person. These points are are simply how most men and women react in common situations as demonstrated through various research studies and many published books.
The definition of stereotype is “a simplified and standardized conception or image invested with special meaning and held in common by members of a group”. There are times when the stereotypical case will not hold true for a specific situation. There is always an exception to the rule. Most of the time, these generalities will be the case.
Today, we are going to cover five major differences between men and women that you need to consider when marketing to the different genders. Keep these differences in mind when you are shaping your podcast content.
These differences also reinforce the importance of defining your target listener. You can find my Listener Development Worksheet to help you define your avatar or target listener online at PodcastTalentCoach.com.
THINKING
In a broad sense, men tend to think very linearly. Women usually think very spatially. To be effective communicating with each gender, you must understand these differences. You must also select one to target. The same message will have difficulty reaching both genders effectively.
When handling tasks, men tend to be single-minded and focused on one goal, while women usually multitask well.
The tendency to focus on one task or many creates another interesting difference between men and women. Because they tend to multitask and focus on multiple items simultaneously, women do not seem to tire of activities as quickly as men. When men focus on one thing only, they will become bored with that particular item before a woman. Men will want to move on to the next thing. Therefore, men tend to like new and different.
Men tend to appreciate change more than women. Women will tolerate repetition much more than men, because they are not as focused on one item at a time. It may also take more messages in different ways to effectively reach and influence a woman.
Men and women also differ in the way they remember things and events. Again, men are linear. Women are spatial.
PROBLEM SOLVING
Men and women also take different approaches in the way they solve problems. Because men think linearly, men focus on the solution. Men try to determine what steps are needed to reach a successful outcome.
COMMUNICATING
Men typically view communication and problems solving as a way to show their strength and power. Men typically see things as a competition. It is a linear approach. They seek validation by solving problems.
Women use communication and problem solving for much different purposes. Women use both as a way to strengthen the relationship. Women seek understanding when tackling a problem.
RELATIONSHIPS
Men and women also handle relationship problems differently. Just like problems in any other area of life, men typically seek the solution (linear) while women tend to use problems to strengthen the relationship (spatial). Understand these differences as you build your relationship with your audience.
MEMORIES
When men remember events, they tend to remember in a linear fashion. They will remember events in sequence as one thing happened, then the next and finally the last. It is a sequential time line.
Women typically remember events in a very spatial way. The memories will be more centered around relationships, people involved and the experience.
These differences between men and women will play an important role as you define your target audience. Will your communication be spatial or linear? This is something you’ll need to decide before you can move forward to create the structure and content of your show.
Gender is only one characteristic of your target audience. There are many others to consider. Just as if you were describing one individual person, gender would only be one characteristic of that person.
Remember, these are generalities. True is most situations. There is always an exception to the rule. You can send all the hate mail you would like. Or, you can get to work assessing your approach to ensure you are reaching your audience in the best way possible.
9 Uncommon Books That Shaped My Podcast – Episode 120
We are all looking for great books and inspiration. In the online business space, the same books are often recommended and discussed. Godin. Ries & Trout. Think & Grow Rich. Those are the must-reads to be in the game.
Lesser known books can often offer powerful information and inspiration. They can also help you stand out from the crowd.
When I started in radio 25 years ago, I would read all I could about radio and business. I read the big books of the industry to keep up with the crowd. Those books were the center of many discussions at industry gatherings.
After I began programming my first radio station in Lincoln, Nebraska in 1995, I quickly realized keeping up with the crowd wasn’t going to put me ahead of the crowd.
To win, we need to think differently. To get ahead, we need to be willing to do what others will not. Find motivation and inspiration where others haven’t looked.
As you are trying to create a podcast that is unique and entertaining, one that will stand out and attract a following, take a chance on a few new ideas. Find a few nuggets that keep your heart pumping. Be a champion for a different way of thinking.
Here are few books that have inspired me. These books are not the typical fare you hear mentioned in every keynote speech. You won’t find these titles at the center of cocktail party discussions … unless you make it so.
However, these books have useful information you can put to work in your podcast and online business today. You can use these ideas to spark your creativity.
Find one book that looks exciting and inspiring to you. Give it a read. Maybe you’ll find your own wonderful spark of an idea.
This book covers the 7 rules of cult branding. As examples, the book explores the success of brands like Star Trek, Oprah Winfrey, Apple, Jimmy Buffett and Linux.
I love this book, because it explains the characteristics of brands that truly stand out from the crowd. These brands have created cult-like followings. The book gets me excited about what is possible.
Valerie dives into the characteristics of successful radio. These principles can also be applied to podcasting. From Valerie, I learned to never be boring. She says, “There is no such thing as too long, only too boring.”
This book provides the steps to take to create your business. The process begins with selecting your area of expertise and ends with finding promotional partners and repeating the process.
It is an easy read. The book is the foundation of Brendon’s teachings. His work has really shaped my online approach.
If you coach, this book will help you build your process of finding clients.
This book was first recommended by Dan Miller of 48Days.com. Alan provides a great process to finding clients, converting leads and turning your coaching into a real business.
This book is full of great tips on management, overcoming obstacles, focus and competition. The lessons come from the actual events in the life of Ulysses S. Grant. It is an incredibly inspirational read.
This book discusses why start-ups fail, how to make sales and how to keep customers. Norm created a few businesses in New York City. He was also a contributor to INC. magazine. The lessons in the book come from his real-world experience and not simply theory.
This is probably the most popular book on this list. For the small business owner, this is a must-read. Learn to work on your business and not simply in your business. The lesson is fundamental for small business success.
This book shows you how to think differently to create quick cash, and then turn that cash into more cash. The lessons require action and courage. The book is creative in its storytelling.
I hope these books give you a bit of inspiration as you continue to grow your business. There should be at least one piece to spark some creativity for you.
Let me know what one you use. E-mail me at Coach@PodcastTalentCoach.com.
If you are like me, and many others in the online space, you struggle with pricing. You don’t want it to be too low and leave money on the table. On the other hand, you don’t want it to be too high and not make any sales.
So, where do you set the price?
Pricing is tricky. There is a lot of art to setting your price. Most is trial and error.
There really is no “correct” price. Price is determined by supply and demand. The price of anything is that point where a seller is willing and able to sell AND a buyer is willing and able to buy. It is a continuum.
If a seller is not making much money on a sale, she will focus on another area of business that is creating more profit. If she is a public speaker on self defense and earns $2,500 per speaking opportunity on the weekends, she is creating decent income.
If she then creates an online course teaching other women self-defense and creates sales of $3,000 per week with an hour of work online marketing the course, she may opt to do less speaking and more work online.
Her speaking gigs require her to find clients, travel to the location, give the presentation for an hour or two (depending on dinner and other presentations), possibly spend the night, travel home and miss time with her family. That is a lot to give up in order to make $2,500 when an hour a night on her schedule could earn $500 more.
People may be willing and able to buy her speaking at$2,500. However, she may not be willing to sell it for that. She may do a few speeches. It may just be less frequent. If her price increases to $5,000, the decision may be different.
HOW DO YOU DECIDE?
When I began coaching podcasters, I came to that very problem. I was in that place so many entrepreneurs find themselves. A price needed to be set for my services.
What would podcasters be willing and able to pay that I would be willing to accept?
In this episode, I take you step-by-step through the process I took to set the pricing for my podcast coaching.
So, how do you set your price.
OVERVIEW
First, ask your customers what they will buy. This could be a survey of your list. You could simply study the market and determine what they are already buying. Find a few people that could use your help and ask five or ten of them.
Next, determine what problem you are solving for your audience. People buy benefits and solutions. People don’t buy mops. They buy clean floors. Solve a problem they know they have.
Then, price on value. Know what value you have to offer. Your experience, knowledge and ability all play into your value. This will determine why it should be you rather than anyone else.
You can now set a price by looking at the market and seeing what they charge. Buy a few similar products to see what is included if necessary. You want your price to be competitive, but not necessarily the cheapest.
Your price does not need to be less than everyone else. It should probably be more expensive than others in order to stand out. Make it a great value for the price to justify being at the top end.
If you tell your audience what to do, you can charge a low price. If you teach them how to do, you are able to set a mid-level price. When you do it for the, you can be at the high end.
To be at the top of the range, go all out and solve all of their problems. Be a full-service machine. Prove the value and then add a bit more.
Most importantly, have a sales process. Know how you will attract people to your process. Define how you will demonstrate your value and benefits. Give your audience a ton of value, then the opportunity to buy.
I am not guaranteeing you will make money. I am not promising you that you will get rich, or even make a dime for that matter. I do not know you or your abilities.
I am saying this process worked for me. You may find a few helpful tips here that could help you in some way.
If you show your visitors the value of your product or service while giving them more than they expected, there is a good chance they will buy.
As in my example, there are times when the price doesn’t make sense. This is when you need to review your process.
Is the issue the price tag as it was with my program at the beginning?
Does the roadblock appear due to the structure of the product or service as it did with my 12-week program rather than weekly calls?
Are your clients looking for a product or service tailored to their needs, like my calls ever other week?
Rather than launching your product to thousands of people at one time, launch to a few. See if they are interested at that price and value. Gather some feedback. Make adjustments. Launch again to a few more people.
As you adjust your sales process, you will find a spot where clients are willing and able to buy your product at a price you are willing and able to sell. If you are not selling enough, add more value or lower the price. If you are selling too much, raise the price.
Tinker until it feels right. There is no correct price. There is only a price with which you are comfortable and that pleases your audience.
How Radio And Podcasting Are The Same – Episode 118
The podcast “elite” will sometimes say, “This isn’t radio, this is podcasting. It’s different here.”
Well, I have news for you. Podcasting and radio are more alike than some will admit. You could benefit a bit by recognizing the similarities and borrowing the best practices.
There are many ways that radio and podcasting are the same.
The Same …
1. Same Tools
Both create with audio equipment.
This one is pretty obvious. Both are creating shows using a mic and other audio equipment.
The different ways the equipment is used makes it art. One sculptor may work with wood when another works with rock. Both are still sculptors and artists.
2. Same Approach
Both sit in a room alone trying to entertain people they cannot see.
It sounds crazy when you say it out loud. Both podcasters and broadcasters sit alone in a room talking with people they can neither see nor hear. Both try to predict the reaction of the listener while creating the entertainment.
3. Same Conversation
Both have real conversations with the listener.
Being authentic is critical to success of both podcasters and listeners. Both try to build knowledge and trust with the audience in order to develop a relationship.
4. Same Visions
Both create images in the mind of the listener.
When you tell great stories, your listener gets to know you. This is part of the “know, like and trust” philosophy of doing business.
Stories with vivid details allow the listener to develop images in the theater of the mind. These stories allow her to enjoy the story in her own way.
5. Same Experience
Both are individual activities.
When two people watch the same video, little is left to the imagination. When the same two people hear audio, each will develop individual images in their mind.
No two images will be identical. Listening is an individual activity.
6. Same Connection
Both try to make a one-on-one connection and create a following.
The podcaster and broadcaster are both trying to create a tribe for their content. If you are not trying to grow your audience, you will eventually be talking to yourself.
7. Same Episodes
Both produce episodic content that keeps listeners returning.
This is especially true in talk radio. Content is regularly produced by both podcasters and broadcasters. Those episodes of content build upon each other to create an ongoing show.
8. Same Goal
Both hope to capitalize on the attention using a strong call-to-action.
Content is created by both in order to attract an audience. Once the audience is built, both try to activate that audience with a call-to-action.
The goal may be monetization, support or simply returning for the next episode. Either way, both hope to move a group of people.
9. Both Can Interact
Both are able to interact in real time.
This wasn’t true a few years ago. However, now that technology has come such a long way, both podcasters and broadcasters can interact with the audience in real time.
Podcasters chat with their listeners in real time using phone systems, Google hangout, chat rooms, and other methods. No longer is this feature limited to broadcasters.
… And Sometimes Different
There are a few features of podcasting that differs from broadcasting.
1. Podcasters Time Shift
Podcasting can be time shifted. This can be a benefit over broadcasting.
Podcast listeners can enjoy the show anytime they would like. They do not need to be next to the radio at a given time in order to hear their favorite show.
This is a feature and not necessarily something that makes podcasting inherently different from broadcasting. When we are talking about the art and goal of the audio, this is just a different way of delivering.
2. Podcasters Benefit From The Beginning
Podcast listeners start at the beginning. Mark Ramsey did a great session on this at New Media Expo 2015.
Some broadcast listeners join the show at the beginning and some join in the middle of the show. Podcast listeners all start at the beginning of the episode.
Rarely will a podcast listener download a show, scroll through to the 17:00 mark and begin listening there unless there is a specific direction to do so.
3. Podcasters Can Niche Down
Podcasting can afford to be more niche. By nature of the medium, broadcasting must be mass appeal. This is definitely a benefit for podcasting.
4. Podcasting Is Inclusive
Almost anyone can create a podcast. Podcasting requires a minimal investment. This makes it easy for most to get involved. There is no limit to the number of podcasts that can be created.
Getting on the radio requires getting through the gate keeper. Your other option is to buy your own station. Both are quite difficult.
Again, advantage podcasting.
The nine similarities between the two formats are largely foundational. The essence of the art is the same. The goal, methodology and tactics are identical between the podcasting and radio.
Podcasting enjoys a few benefits over broadcasting. The few differences are hardly enough to proclaim podcasting much different than radio.
I’d love to know what you think. E-mail me anytime at Coach@PodcastTalentCoach.com.
7 Thanksgiving Concepts To Drive Your Business And Podcast – Episode 116
As this episode is posted, it is Thanksgiving in the United States. It is a day of the year when we pause to give thanks to those treasures in our lives. Whether you are celebrating in America or just working another day somewhere else in the world, I would like to thank you for all you have done for me by simply being part of this community. Thank you.
This week, I would like to share with you 7 Thanksgiving concepts to drive your business and podcast any day of the year.
1. New Relationships
Take a few minutes today to plant the seeds of new relationships. Reach out to five people you do not know, and thank them for what you have learned from them. This could be authors, podcasters, business people, pastors or any other people who have given you a bit of their knowledge.
Only thank them. There is no hidden agenda. We are simply reaching out to give thanks.
If the quick note leads to a relationship down the road, that would be great. If it generates no response, that is ok as well. Our only goal is to give. Send good vibes into the universe. It will make you feel good. You never know what might come back.
2. Old Relationships
Next, take a few minutes to strengthen the relationships you have already built. Reach out to five people you know, and thank them for enriching your life.
This is a great opportunity to rekindle a few relationships that have gone dormant. Send a note to just say thanks. It will make the day of the recipient.
We all enjoy hearing that we have influenced someone in some way. It gives us validation. When you take time to thank someone for all they have done for you, the good will created by the note will go a long way.
The new conversation may also lead to new opportunities. Do not expect it. But, you never know what might happen.
3. What Gets Scheduled Gets Done
Use a day off to plan the next 12 months. This year, Thanksgiving is 36 days from the end of the year. It is a great time to look forward.
It doesn’t necessarily need to be the beginning of the year to set your goals. Your 12-month plan can begin at any point in time. Don’t let the calendar dictate your actions. Use today to look forward and plan.
As the old saying goes, what gets scheduled gets done. A goal without a deadline is only a dream. Set your goals for the next 12 months, and then add deadlines. Schedule the time.
Set goals at various lengths. Define big, 12-month goals. Decide what you will accomplish each month. Determine what steps need to happen each week to reach those goals. Let each goal build toward the next bigger milestone.
4. Great Offers
Black Friday and Cyber Monday bring great deals. This is especially true in the online world. It seems everyone has a great deal.
Just as with goals, the calendar shouldn’t dictate your strategy. It doesn’t need to be the day after Thanksgiving in order to make a great offer to your tribe.
Create something of tremendous value, add a little more, and offer it to your community. Thank your followers for being part of the group. As a “thank you”, present your great offer.
You do not need to wait for a particular day of the year to be generous to your tribe. Make your great offer today.
5. Fill Your Heart
Take pause and ponder all of the things in your life for which you are thankful. Fill your heart. Be grateful.
When we consider all of the wonderful things in our lives, it will naturally make us feel better. In business, we tend to think of all the things that need to be fixed. The items on our “to do” list. We look for the ways we can improve. We focus on our weaknesses.
Take time to focus on the treasures present in your life. It is wonderful that we have access to the internet. That we can determine our own future with the effort we put forth. We have amazing gifts in our lives. Count your gifts.
Let’s fill our hearts by giving thanks for all we have. It will relieve some of the stress we bring upon ourselves. Life will be a little happier.
6. Walk Away Wednesday
We need to take time away from the “to do” list and devote it to a bit of housekeeping. This is a concept I learned from radio great Mike McVay.
In radio, we tend to get too close to the product to be able to truly evaluate the quality. We live with the product every day. Knowing too much about the station handcuffs a program director.
The same is true with your podcast. We get so focused on the next episode that we forget to review the content we have already published. The website needs to be cleaned up. The autoresponder needs to be freshened. We never take time.
Mike created “Walk Away Wednesday” for radio program directors. It was a day to get away from the radio station and just listen. We would listen to everything to ensure it had a purpose. The goal was to review the radio station from top to bottom.
Take a day to review everything about your podcast and business. Look over the website. Check all of the links. Proofread the copy. Sign up for your newsletter. Make your “about” page forward-facing. Ensure everything works as it should.
Check your iTunes description to ensure it is still valid. Look over your Facebook “about” section. Listen to your podcast like a listener. Check the podcast on various devices. Review for quality in every aspect of your podcast and business.
7. Give
Pretty simple. Help someone. As Zig Ziglar always said, “You can have anything you want as long as you help enough other people get what they want.”
It is true. Giving does something to us. Giving makes us more attractive as a person. Serve people.
We do not give expecting something in return. We are giving, because it is the right thing to do. Giving helps society. We have been given gifts to share with the world.
Send out the good vibes. You never know what you will get in return.
Take time this week to put a few of these concepts to use with your podcast and business. You never know what good things might come your way in the next year.
Thank you for being part of this community. I truly value the time you give me every week. My hope is that you find value and some useful nugget in the content I provide in each episode.
I would love to help you with your podcast. E-mail me any time at Coach@PodcastTalentCoach.com.
How To Improve Your Podcast In 9 Steps – Episode 105
Sometimes you are just too close to the content to recognize the issues.
I was recently working with two coaching clients. They were both struggling with the introduction to their episodes. The opening of the shows didn’t feel powerful enough.
As we dug into the shows with each podcaster, we realized they were missing their “why”. The hosts were not giving their listeners compelling reasons to stick around.
We would never have realized the issue had we not performed the show review.
In sports, coaches and athletes watch game film. Corporations use the annual review. Scientists incorporate theory evaluation. In the world of podcasting and radio, we call it the aircheck show critique.
Review your work. It is the best way to improve your show. Listening to the podcast like a member of the audience will reveal things you don’t hear while you’re recording the show. Your review will expose areas that need attention and focus.
There are a few ways to critique your show. One way is to review the podcast yourself. The other is to have a coach review your podcast for you. Both can be very effective if used correctly.
An experienced coach can be very powerful for your show. An experienced coach has mentored many shows. That professional has been exposed to many elements that have effectively attracted and entertained an audience as well as those that haven’t. You will also received unbiased feedback from a coach, because they aren’t as personally close to the content as you may be.
This episode should not turn into one big advertisement for my coaching services. Just know that I am available if you would like someone with experience to review your show for you. If you would like details regarding my coaching services, visit www.PodcastTalentCoach.com. It is affordable and rewarding.
You can learn to review your show on your own. It takes time, but is possible. This episode is focused on helping you with the self-critique by providing some critical questions.
To effectively review and critique your show on your own, you must be brutally honest with yourself.
It is not easy to separate yourself from your podcast. Becoming an unbiased onlooker to something you’ve worked hard to create is tricky. You will often find yourself justifying things you do on your show because it is personal.
To effectively critique your show, you need to ask yourself if the audience truly understands and is entertained by the content. Then, you need to honestly answer the question and be willing to change if necessary. Force yourself to be honest about every piece of content.
Not everything works. There will be times you fail. That’s ok. That is how you learn.
In order to properly critique the show, you need to listen to it in real time like an average listener. A few days after you’ve recorded the show, when the excitement of the new show has dimmed, go back and listen to your podcast. Play it in real time while taking notes.
Waiting a few days will remove many of the justifications you would normally use to explain away things that need to be adjusted. The content won’t be so fresh to you. The excuses will fade. You will find it much easier to be unbiased.
Actually listening to the audio rather than just remembering it in your head will make your critique more authentic. You never remember a show exactly as it happened. By listening to the audio, you will hear the exact words you used. It will be much easier to honestly review what really happened.
Listening to your own voice won’t be easy at first. That is alright. Most people do not enjoy the sound of their own voice. That is natural. Listen anyway. You will get more comfortable with it the more you listen.
When you critique your own show, you need to know where to look for areas that will make a difference. If you understand what content will engage your audience, you will begin making strides to add more of that content. Determine the goal for the show. Know what content will make a connection with your audience. Then, create a plan to add more of that powerful content.
If you have not yet downloaded the Show Review Worksheet from PodcastTalentCoach.com, get it HERE. We walk through the nine questions on that worksheet in this episode.
Here are 9 questions you can ask as you critique your show.
1. Did you accomplish your goal for the show?
Every show should have a goal. You should have an idea of what you hope to accomplish before you even open the mic. Be specific.
What do you hope to make your make your audience feel? Is there something they should better understand? Are you incorporating a call-to-action?
Write down your goal before the show begins. A written goal makes the show critique easier and more effective when you return to the show for the critique. As you review the show, find the areas that did and did not help you accomplish your goal.
2. What did you like about the show?
What parts of the show really jumped out at you as you were reviewing your podcast? Jot those parts down on a sheet of paper. If you can find ways to recreate similar experiences, you will be well on your way to creating a podcast that is consistently entertaining.
3. What was memorable about the show?
Your listener needs to remember your podcast, so they can return and listen again. That is the way to build a following. If each show has a few more listeners than the previous episode, you eventually build a solid audience.
It really doesn’t matter how many people listen today. What builds a strong podcast is the number of listeners that come back the next time, and the next time, and the time after that. You build your audience slowly with more listeners this week than you had last week.
Get your listener to remember to return. Most people will remember one or two things about any particular show. Find the big parts of your podcast episode that are memorable.
4. How did you make the audience care about your topic?
Nobody wants to watch our home movies unless they are in them. People will only care about your topic if affects them. How does your topic relate to your audience?
The best way to make people care is to first care about them. Show your audience that you have their best interest at heart. They will come back again and again. Start in the world of your listener.
If you truly want to engage your listener, put her in your story. This doesn’t mean create a fictitious part of your story where she becomes a fake character. Include details that are so vivid that your listener feels like she is right there in the moment.
Stir the passion within your listener with great emotion. You create strong engagement with emotion. Find the parts of your show where you made a connection and made your audience care.
5. Where did you surprise your audience?
You will delight your audience when you surprise them. When the show is predictable, your audience will get bored. Find ways to make them say “oh wow”.
This doesn’t mean your show shouldn’t be consistent. You can use benchmarks and bits that regularly appear on every show. You should simply find ways to keep them fresh with unique content.
Great comedians delight their audience, because the punchlines of their jokes aren’t expected. The material takes turns you don’t see coming. Great movies do the same thing with their plots. That is what makes movies and comedians entertaining.
Find the great surprises in your podcast. Make your audience say, “Oh, wow”. Add that same movie experience to your podcast more often.
6. What did you reveal about yourself?
When you tell stories during your podcast, you reveal things about yourself. Self-revelation is the beginning of great friendships. Friends will support you every chance they can.
People like to do business with people they like. Find those little nuggets that reveal wonderful details about you. That content will make you more approachable and human to your audience.
7. Where were the powerful words?
Storytelling is an important step to revealing details about yourself. Vivid details are a vital part of great stories. Your listener will enjoy your podcast stories more when you include very vivid details.
The more vivid the details, the more your listener will enjoy the story. Make your audience see the story in their mind. Draw the mental picture for them. Details help your listener experience the story rather than just hearing it.
Details are powerful words. Find those words in your podcast. Learn to recognize them. Then, add powerful words more often.
8. What could have been better?
There are always parts of your show that could be better. You need to find those parts. Become aware of your weaknesses. That will be the only way to improve.
Your shortcomings could be the introduction of the show. It might be the way you transition from one topic to another. You may find yourself using jargon and cliches most people do not use in natural conversation. Find the areas of your podcast that do not fully support the goal for the show. Those are typically the areas that need work.
9. What is your plan to make the next show better?
To improve, you need to develop a plan. Discovering the areas that need adjustment is only half the battle. You then need to figure out how to improve those areas. Put it in a plan.
The improvement plan is where a coach can be incredibly effective. A good coach has worked with successful shows. They know what works and what doesn’t when trying to attract and engage an audience. A solid coach can review your show and provide you an unbiased opinion. Sometimes that tough love is just the prescription necessary to break through to true improvement.
It is possible to critique and improve your podcast yourself. You should learn from others who have done it successfully. You will also need the ability to be extremely honest with yourself.
If you have studied successful shows to the point where you can consistently recognize quality content, you may be able to effectively critique your show. Give it a shot. Remember, you can find my free series of Podcast Talent Coach Worksheets to help you at www.PodcastTalentCoach.com.
How To Define Your Avatar Or Target Listener – Episode 102
As we develop our business around our podcast, we strive to build trust. In order to build trust, we must develop relationships with our listeners. Friendships are created when you truly know everything about a person. This is the reason it is crucial that you define your single target listener.
Many podcasters refer to their target listener as their avatar. This person is the single individual around which you create all of your content.
To develop your business, you need to define your niche. Your focus on your niche helps grow your community. The ideal customers within that niche gives the focus the power.
TRUST
We have heard it said many times before. People do business with those they know, like and trust. This trust is what our friendship with our ideal listener is developing.
To build trust with our podcast, we need to have a conversation with one person. In order to do that, we need to define that ideal listener. Our target listener.
I have created a Listener Development Worksheet. This template will walk you through the development of your target listener step-by-step.
Use this worksheet to create your ideal listener. The more you know about your listener, the better you will be able to communicate. Keep this person in mind while recording each show.
YOUR AVATAR
In this episode, we walk through the worksheet. By the end of the show, you should have your ideal listener well defined along with a visual image in your mind.
A few characteristics of your ideal listener we will define today include age, gender, income, interests and fears. These are only a few of the 17 characteristics we will examine.
Be sure you have downloaded the worksheet. It will be a tremendous help with this episode.
Your ideal listener will evolve over time. The more you learn about your target listener, the more you will fine tune your definition.
RESEARCH
You can learn more about your audience by using a survey like Survey Monkey. Be careful that you ask questions that your audience will be comfortable answering. Specific income might be too personal. A range might be better.
Let me know how it turns out. I would love to help you any way I can.
4 Ways To Make Your Podcast Different Starting Today – Episode 098
When you try to please everyone, you end up pleasing no one. Make people take notice. You are an expert at your opinion. Give it to people.
Take A Stand
Pick a side.
Some of the nicest people make the worst podcast hosts. They try to please everyone in the audience. Those people tend to blend into the background and go unnoticed.
I once coached a radio host who was one of the best storytellers I had ever met. When he and I would meet one-on-one for coaching, he would tell me some of the funniest stories I had ever heard. He would tell me stories of his dad that would have me crying from laughing so hard.
He once told me his dad was absolutely convinced the PT Cruiser was the best car ever made. As much as my host would try to explain that the PT Cruiser was basically an incarnation of the Dodge Neon, his father wouldn’t believe it.
The two of them would get in these heated arguments in public about this car. Of all the things in life you could argue about, this happened to be the PT Cruiser.
The way the story was told was full of fabulous details. The host really had the ability to make the stories come to life.
As much as I would encourage him, the host would not tell those stories on the radio. He didn’t believe the audience as a whole would be interested.
Instead, he played it safe. He only discussed vanilla content that would not upset anyone. Unfortunately, the show never took hold.
Ray Romano is a great example of success stemming from the stories of real life. Ray used stories of his family in his stand-up comedy. That routine eventually became the hit TV show “Everybody Loves Raymond”.
Upset Someone
If you are not upsetting someone, you aren’t trying hard enough.
I would much rather have half the audience hate me and the other half love me rather than the entire audience have no opinion one way or the other. If the audience doesn’t have an opinion, they don’t care. I’m doing nothing to stir their emotion if I’m not making them pick a side.
If you haven’t picked a side and really focused your topic, people won’t care. They will not be passionate about your show.
Speak your mind. Be different. Get noticed. Make people care.
4 Steps
Here are four ways to make your podcast different from other shows in your niche.
1. Be real. Be yourself. Do no simply try to be an imitation of another show or host. Above all, tell the truth. It is much easier than remembers a character you have created.
2. All people to know you through stories. The details within your stories will reveal who you are. People do business with those that they know, like and trust. This is the first step.
3. Pick a side. Stand for something. That is the only way to stand out.
4. Avoid shades of gray. Be drastically different.
I would love to help you with your podcast. E-mail me any time at Coach@PodcastTalentCoach.com.
When you want your listeners to stick around and listen to what you have to say, you need to give them a compelling reason. Your listener needs to anticipate what is to come later in the show. You need to excite them. You need to tease them.
Anticipation is a key feature to storytelling. Your story should build just like a good plot builds in a movie. You need to make your audience anticipate the content that is on the way.
Your story is similar to a vacation you are planning to take. The fantastic anticipation for the trip is almost as pleasurable as the trip itself. You can’t wait for the trip to arrive. You want your listener to feel the same way about your story.
When your listener can’t wait for the story to arrive, you have created some great content with an powerful tease. Your listeners will get more enjoyment from your show when they get the tease payoff more often. The pleasure of the “oh wow” factor will be increased. The joy of anticipation will keep your audience coming back for more.
There are three steps to creating an effective tease.
#1 – Intrigue Me
When you promote content that is coming up later in the show, you must give your audience an intriguing reason to stick around. It isn’t enough to simply say, “A great story about this weekend is coming up.” Few will stick around for the payoff. The tease lacks stickiness. It doesn’t hook the listener.
A creative tease produces anticipation. Instead, use something like, “You’re never gonna believe who I was introduced to this past weekend. My world is about to take a wild turn.” With that statement, your imagination begins to work.
Who could it be? Was it a celebrity? An investor? A mentor or hero? Imagination is the magic of a creative tease. Stir the imagination of your audience to truly engage them with your content.
When possible, intrigue by incorporating the listeners world. “This weekend, I discovered a way to save $100 a month on my grocery bill by changing one thing in the way we shop. I’ll tell you how you can do it too.” It answers “what’s in it for me” for your listener.
#2 – Give Them 80%
To create an effective tease, give your listener 80% of the story while leaving out the most important 20%. It is similar to giving the setup for a joke without providing the punch line. Lead your listener right up to the line, but make them wait to step over.
The key to an effective tease is to withhold the most important 20%. Let’s use our previous example of the attic weekend. I could say, “You’re not gonna believe it, but I found a $25,000 antique painting in the attic this weekend. I’ll tell you what’s on it coming up.”
This is a perfect example of withholding the wrong 20%. Who cares who is on it. If it’s worth $25,000, it could be a painting of the sky. It wouldn’t matter to me. I’d only be asking where I could sell it.
$25,000 is the most exciting piece of information in the entire story. That is the piece that I need to withhold to create some excitement. To properly tease, I need to say, “In the attic this weekend, I found an antique painting of Napoleon. You’re never gonna believe how much it is worth.” You are more likely to stick around to see if I can retire on my winnings when I set it up in this fashion.
Make it impossible to search online.
You want your listener to keep listening for the payoff to your set up. If I can simply search on Google for the answer to your tease, there is no reason to keep listening. I can just look it up and be done with it.
#3 – Make Your Tease Unsearchable
Let’s say I have a story about Joe Celebrity getting drunk at High Profile Bar in Las Vegas over the weekend where he got arrested for assault. I could say, “Another movie star got arrested this weekend after he got in a fight with a customer at High Profile Bar in Las Vegas. I’ll tell you who it is coming up.”
Celebrity name is part of the correct 20% I’m withholding. However, I can look this story up on Google in a heartbeat. If I search “Arrest High Profile Bar Las Vegas”, the chances are good that I will find the story in the first few search results. The tease isn’t effective. It is too easy to search.
To make the tease more powerful, make it impossible to search. “Another bar fight over the weekend landed another celebrity in jail. The story is coming up.” This tease makes it much more difficult to search. If you entered “celebrity bar fight weekend” in Google, 70 million results show up. It will be much easier to wait for my payoff than to begin searching 70 million Google entries.
The three steps to powerful teases will help you begin to engage your audience on the way to building powerful relationships. Use the three steps in your show recap to entice people to listen to the episode. Then, use them again during the introduction of the show to get listeners to enjoy the entire recording.
You’ve worked hard to create your content. A lot of effort has been exerted on your part while writing and recording your show. Make your content intriguing by using these three steps in the art of the tease.
When you use the art of the tease, your listeners will spend more time with your show. The increase frequency of the tease payoffs will help your audience enjoy your content more. When your show is more entertaining, it becomes more engaging. When you truly engage your audience with your content, you can begin building powerful relationships. That’s where trust and influence with your listener begins.
I would love to help you with your podcast. E-mail me any time at Coach@PodcastTalentCoach.com.
Thanks for all the e-mail over the past few weeks. Seems my four-episode series on interviewing really got you thinking. Such great questions have been filling my inbox.
We will talk about a few of the interviewing questions on the episode this week. We will also discuss how to remove crutches from your podcast.
Here are a few of the questions …
RELATIONSHIPS
Erik, as I am listening to WTF’s Thursday episode when he was recapping the behind the scenes of the President’s visit, I thought it coincided with your episode this past week cause he was talking about how long the process took.
(Marc) Maron’s producer said exactly what you said about keeping up great relations and communications even if the interview didn’t seem likely to happen.
Erik, quick note to say I’ve been enjoying your podcast on interviewing people. Will you be at Podcast Movement?
-David Hooper www.redpodcast.com (A podcast about Real Entreprenuer Development.)
WHY IS DUMAS SO SUCCESSFUL?
Erik, I just found your podcast, and heard two shows about how to interview. I agree with your concept, but I wonder how does a show like Entrepreneur On Fire –John Dumas–do so well? I listened to his show for a while, but I don’t find it interesting anymore. And yet he is doing so well and clearly successful. What do you think?
-Thanks. (Name Withheld)
REMOVE THE CRUTCH
Hi, Erik! Big fan of the show, sir! Best help out there for podcasters that want to be better broadcasters! I find myself saying “like” way too much. How can I stop?
-Mike Seay www.dorktownpodcast.com (A podcast with comedy, interviews, discussions and more.)
This week, we get into all of that and more.
Thanks for the great e-mail. Your questions truly help me shape the content of the show. Keep them coming.
I would love to help you with your podcast. E-mail me any time at Coach@PodcastTalentCoach.com.
Four Essential Elements of Powerful Storytelling – Episode 090
Why should you use storytelling in your podcast?
Have you noticed a lot of the business interview podcasts sound the same? We are hearing the same guests answer the same questions time and time again. How do you become unique in this sea of sameness?
Use stories.
Storytelling can transform your podcast.
The power of storytelling can help listeners get to know, like and trust you. Through that knowledge, true friendships are formed. Stories help define you and your character and personality. Great storytellers create fans.
Don’t fit in, stand out.
In this episode, we discussed great storytellers in various genres, such as country singer/songwriter Lee Brice, pop singer/songwriter Jason Mraz, Walt Disney and Zig Ziglar. All are great storytellers in their own right.
In podcasting, you cannot afford to be boring. Interest in your story never remains constant. Your information can only become entertainment when interest is rising. A great story continues to develop the plot and raise the interest.
There are four elements to great storytelling.
Give your listener a reason to care, reveal the details, create a great resolution, and then ask what else?
Give Her A Reason To Care
Begin by creating an engaging introduction. What do you want the audience to feel? Begin your story there.
Your engaging introduction is the roadmap for your listener. This will tell your listener where the story is going.
Reveal The Details
Details are more believable than generalities. Be sure to use all 5 senses in your details. Put your listener in the moment by creating wonderful images in the theater of the mind.
Details help reveal specifics about your thoughts, beliefs and character. Listeners begin to know, like and trust you.
Powerful Resolution
Your powerful resolution is a reframing of your introduction. This is where you put the nice bow on the package.
What Else?
Asking “what else” will transform your show. This helps continue the conversation. “What else” will let your content live on long after the episode is over.
Let your story lead to something bigger. This is all part of your strong call to action. Get your community involved.
How Can You Be A Storyteller?
Ask yourself these questions:
What is the engaging set up?
How will your point be revealed in the story?
What is the power resolution?
What else can you do with the material?
Resources
Here are a few other episodes that can help you refine your storytelling:
Lionel Ritchie is a class act and every bit of a gentleman you would hope he would be.
Do they remember?
When you consider the options podcast listeners have, the importance of creating a powerful brand really becomes apparent.
I searched iTunes for podcasts about hockey. There are hundreds of hockey podcasts available. Thousands and thousands of episodes exist that deal with hockey. You can find various topics, including drills, NHL teams, coaching, fantasy hockey and many more.
How do you stand out? How do you get noticed?
Your listener needs to remember your podcast, so they can return and listen again. That is the way to build a following. It really doesn’t matter how many people listen today. What builds a strong podcast is the number of listeners that come back the next time, and the next time, and the time after that. You build your audience slowly with more listeners this week than you had last week. Get your listener to remember to return.
Using your brand to create strong relationships with your listeners is critical to the health of your podcast. If you are bland, you will get lost in the sea of average. There are over 100,000 podcasts available for consumption. Most of them are average or worse. If you refine your content, turn your information into entertainment, and transform your podcast into powerful relationships, you will easily stand out from the crowd. It is a must not only for your success, but your mere survival. Begin your brand today.
When it comes time for your audience listening again, do they remember?
Be Yourself
A great podcast is a great relationship. It is just like creating a great brand. In order to develop that solid relationship, you must be yourself. You can’t fake it.
When you try to be someone or something you are not, you will not sound authentic. Eventually, the truth will come out.
Have you ever met someone you had admired from afar, only to have them do something that didn’t fit with your image of them? Maybe it was a baseball player, or a movie star, or a politician or a musician. You met them with great expectations of an encounter with your hero only to find out they were rude and average. It turned out they were only being who they thought they should be for the public when really they were someone completely different in real life.
Everyone has their flaws. That is what makes them human. Howard Stern has flaws. He makes his flaws part of his show. Domino’s Pizza admitted the errors of their ways with their cheap, low quality pizza. They laid it out for the world to see in their marketing. Your listener will accept your flaws. They will feel like you are “one of them” when you admit your flaws upfront. Don’t be afraid to expose yourself.
When your listener discovers you are something other than the character you portray, the bond of trust will be demolished. Your relationship will be forever damaged.
Build a solid brand. Be yourself.
Unique, Vivid, Mental Images
When someone tells a story, on the radio or in a podcast, it is theater of the mind. When you hear the old time radio show describe the dim light on in the servant’s quarters, the scenery is playing out in your mind in a unique way unlike the way anyone else could envision it. No other person is imagining the clothing of the characters the exact same way you are imagining them. That mental theater is unique to you. You are listening and imagining by yourself.
Podcasts make the one-on-one approach even more important. Podcasts are often enjoyed through headphones. Your audience is truly listening by themselves. The headphones block out all other sounds and distractions. You have multiple “one person” audiences at the same time. Yet, it is still one person.
Connect with your “one person” audience by creating a great theater. The theater will be different for each listener, because they are using their individual imagination. Create a movie and put the listener in it. Make the story an individual experience for the listener. Engage the listener with vivid details and a fantastic storyline. Make them forget they are listening to a podcast. Create great theater of the mind. Create unique, vivid, mental images.
I would love to help you with your podcast. E-mail me any time at Coach@PodcastTalentCoach.com.
Photo bombed by Mark Harmon. Rob Greenlee, Rob Walch, Erik K. Johnson, Seth Resler and Dave Jackson.
Before we jump in this week, can I ask a quick favor? If you have never subscribed to the Podcast Talent Coach Podcast, can you please take two minutes to do so and leave a review? It will help us get exposed to new podcasters and grow our community. Thanks a million. CLICK HERE.
New Media Expo 2015 wrapped up in Las Vegas last week. What an amazing event.
As Director of the Podcasting Track at NMX, Dave Jackson from the School of Podcasting put together an amazing line up of talent.
Though the sessions were packed full of great information, the relationships created at these events make it more than just a learning opportunity. I had the chance to connect with great people I have known for a bit. Here are just a few:
There were many others that I met and created valuable conversations. New Media Expo is such an incredible event for our podcasting community.
After I attend a conference like this, usually on the flight home, I like to review my notes to find the big points I can put to use as soon as I arrive home. This week, I would like to share with you my top 12 takeaways from NMX.
This list isn’t nearly exhaustive of the things I learned. Some are not even new, but great reminders. We dig into each one in this episode.
1. Schedule it, so it gets done.
2. If advertising is driving people away from traditional media, why are so many podcasters so anxious to add commercials to their show?
3. From Mignon Fogarty: E-mail newsletter is the #1 way to reach your audience. Make sure it has a personal tone.
4. From Chris Ducker: There seems to be a lack of originality in the online business space. Stop being lazy and come up with your own (stuff).
5. From Rob Walch: iOS usage crushes android devices 6:1 in download ratio. (In this episode, we also discuss a few tips for iTunes search he provided.)
6. From Lou Mongello: Don’t forget the importance of face-to-face contact and communication.
7. From Mark Ramsey: Beginnings matter. Radio listeners always come in somewhere in the middle. Podcast listeners always come in at the beginning.
8. From Pat Flynn: I’d rather live a life full of oh wells, than a life full of what ifs.
9. From Dave Jackson: When you wonder why anyone would ever listen to you, remember that you are special (neat). Then, embrace your uniqueness, and understand the bar isn’t set very high.
10. From Daniel J. Lewis: The description in iTunes does not help SEO, but does help the PERSON. Make your episode titles appealing, as if they are your portfolio.
11. From David Hooper: People aren’t paying you to podcast. They are paying you to help solve their problems.
12. From Cliff Ravenscraft: When growing your audience/community, connect to your existing audience and make the experience great for them. Get word of mouth to spread.
Thanks for spending another week with me. I truly appreciate your time.
I also want to thank Joshua and Mercy for the amazing feedback regarding the last episode about your “why”. Many of you sent feedback, which I greatly appreciate. I had wonderful exchanges with Joshua and Mercy that helped me create a great plan. Thanks for all you do for me.
If you have never subscribed to the Podcast Talent Coach podcast, please spend two minutes to do so. I would truly appreciate your generosity.
Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.
I’ve been doing a lot of work on my business over the past few weeks. In “The E-Myth Revisited”, author Michael Gerber talks about moving your business forward by spending more time working on your business rather than in it.
That is exactly what I’ve been doing lately. Am I going down the right path?
I thought you and I could review my progress with the hope that it will help you with your process.
We all face the little voice inside our head telling us we are not good enough. Whether we have been doing this for six months or six years, we all need a little confidence boost every now and then. It is only natural.
I will be speaking at New Media Expo in a week. (Last week to save $100 HERE.) My review of my business was inspired by NMX. I want to be sure things are in place to make the most of the opportunity.
As I have stepped back to look at the big picture, I have been reviewing a few great books like “The E-Myth Revisited”.
START WITH WHY
Another book that has helped my review is “Start With Why” by Simon Sinek. The book is focused on the theory that people do not buy what you do. They buy why you do it. Turn your customers into fans by making them believe in your mission and purpose.
Have I sufficiently defined my why? I thought I had. Even after refining it a few times, I am not quite sure.
Podcast Talent Coach is just over 18 months old as a podcast. From the limited feedback I have received from you, I am not quite sure my “why” is clear enough to truly inspire you to create great work.
Podcast Talent Coach was launched to help podcasters gain more confidence in their content. When you open the mic, I want you to truly believe that your voice matters. I want to arm you with the confidence you need to beat back the butterflies and excuses in order to create powerful content episode after episode.
With the information I provide every week, you should be able to take your information and turn it into entertainment that is engaging for your audience and unique to you.
MY STORY
I have been in radio for 25 years. I have been coaching radio talent for 20 of those years. As I listened to podcasts, I realized so many podcasts could improve with a few tips I have learned and used over those two-and-a-half decades.
The coaching experience I have gained could easily be used to help podcasters create amazing content that could replace other entertainment sources if I could only reach those podcasters.
Eighteen months in, I have only connected with a handful of podcasters interested in making that amazing entertainment a reality.
As I step back and examine the progress, I come up with four possible explanations.
1. ALREADY GETTING IT
One reason could be you get all you need from this podcast and the free worksheets I offer. You don’t feel one-on-one coaching is necessary.
If this was the reason, I would see more downloads of both.
2. SPREAD THE WORD
Another explanation could be I haven’t done a good job spreading the word about the show.
When I launched, the show got a solid start. I hit a few hundred downloads quickly. Things slowed down quite a bit after that. A few hundred downloads is about average and nothing to sneeze at. I am grateful for each person that joins me every week. Thank you for being here.
As I continue to produce content for you each week, I am not seeing further growth. That concerns me.
3. PROBLEM SOLVING
A third reason I may not be seeing continued growth could be the market. Maybe I have not done a good job creating a solution to a problem my audience knows they have.
This is a likely reason. Most podcasters who have the confidence and ego to open the mic and create content every week believe they are good enough the way they are. They may not realize that there are steps they could take to create more powerful content.
It is also possible the problem I am trying to solve does not exist. As I help radio broadcasters improve their shows, many of them fear the critique then love the feedback and growth after the fact.
4. THE “WHY”
The final reason may be my “why”. It is very possible that I have not sold my “why” well enough.
I have defined what I do quite a bit. But have I really defined why I do it for you? Maybe not.
My love for great radio and creative podcasts drive me to do this show every week. I love being able to create great audio that people look forward to every week.
More importantly, I love sharing my knowledge of that process with others. You can create amazing visual images in the theater of the mind to inspire your listener with your podcasts. Inspire them in such a way that they cannot wait for the next episode.
That incredible anticipation of future episodes is what makes this medium so wonderful. Holding the attention of a listener to the point where they cannot get enough of you is an amazing feeling.
FIND THE GOOD
Dave Jackson and I do a show together called “The Podcast Review Show”. Each episode, we invite a podcaster on the show to have his or her podcast reviewed by the two of us. It takes a great deal of confidence to have two coaches review your show right in front of you.
Every guest is a little nervous coming on the show. They are not quite sure what we will say. They fear we are going to tear their podcast apart and affirm their belief that they are not good enough.
During the show, Dave and I look for areas of the episode that are really good. Our goal is to help podcasters do more of the good. In turn, that will replace the stuff that isn’t as strong. In the end, the podcast gets better.
Every guest fears coming on the show, but truly appreciates the actionable feedback at the end of the process.
JUMP THE HURDLE
Here lies my problem with Podcast Talent Coach. It is not easy to get you over the fear of being critiqued in order to get you the joy of the improvement. That fear at the front door is a pretty big barrier. It is very similar to the fear of getting in the roller coaster line in order to enjoy the exhilaration when you finally get off of the ride.
The anticipation and fear could be preventing Podcast Talent Coach from growing.
Then again, I am not sure what is holding me back. Maybe it is a bit of all four. My gut tells me it is probably the lack of communicating my “why”.
WHAT IS YOUR WHY?
Have you communicated your “why” well enough? Have you inspired your fan with the reason you create your content every week?
I haven’t come up with the answer to my problem quite yet. I’ll continue working on my business until I find the solution.
I would love your input. As a frequent listener to Podcast Talent Coach, what do you hear? What brings you back every week? What has prevented you from getting more involved with coaching?
E-mail me anytime you would like at Coach@PodcastTalentCoach.com. Let me know what you think. How can I better help you?
Thanks for being here. I truly value your attention every week. You mean the world to me. I will help you any way I can.
7 Ways To Improve Your Podcast This Week – Episode 085
There are many ways to improve your podcast. This week, I have 7 ways for you that should be pretty easy to implement.
To help you in various ways, I have selected 7 different areas for improvement. You will feel the need to make different improvements at different times. The different areas should help.
Start with the one suggestion that interests you most. Then, work your way though the remaining tips.
Improve Your Audio
The easiest way to improve your audio is to begin using a pop filter. This is a simple screen that goes over or in front of your microphone.
A pop filter prevents puffs of air from attacking your mic as you speak. You can find inexpensive pop filters online. You can also make your own out of nylons and a wire clothes hanger.
To cut down echo, record in a smaller room. In the past, I’ve used a large closet. Not only does the small room cut down the bounce of the sound waves, the clothes hanging around you will cut down on any echo.
If you do not have a closet, find the smallest room you can. A smaller room equals less echo.
Once you have a small room, hang baffling to absorb the sound waves. You do not need to spend a ton of money for expensive baffling. I have used packing foam, sleeping bags and folded, corrugated cardboard covered with blankets. Find any soft material to absorb the sound.
Improve Your Content
To improve your material, you need to review your show. Professional athletes watch game film to improve. Learn to do the same.
Listen like a listener. Pick a show from a few weeks ago and listen on the way to work or while you are exercising. Make note of the pieces that jump out at you and those that need work.
Do more of the good stuff. Replace the rough parts with more good stuff.
You will only truly hear the good and bad when you listen like a listener.
Improve Your Show Notes
Make your show notes valuable for your fans. Incorporate links listeners can use.
Create beneficial links. Sure, link to your own content. Then, link to tools that you use. Link to great articles. Link to helpful resources. Create value.
When your listeners benefit from your show notes, they are likely to come back more often.
Improve Your Interaction
If you want your listeners to interact with the show, make it easy for them.
Focus your call-to-action on one thing. When you add more than one, you force your listener to make a decision. Decision making is too much work.
Decide what you want your listener to do after listening to this specific episode. Then, add that call-to-action at the end of the show.
Your call-to-action can be different for each episode. Even so, only include one per episode.
Improve The Value To Your Listener
What do you want your listener to gain by listening this week? Have a goal for every episode.
How will the listener benefit? When you know this before you begin recording, you can better ensure your listener gains something by listening.
The only way to know that you have achieved your goals is to prepare properly. You need to define your goals and listener benefits before you begin recording. This should be part of your show prep.
This particular episode of Podcast Talent Coach empowers you with seven ways to improve your podcast. That is how you will benefit. I defined that goal before I began recording. It was part of my prep.
Improve Your Consistency
Consistency builds trust. When your listener expects your show to be posted every Friday, you need to post every Friday.
Listeners are creatures of habit.
When your show does not show up, it is just like you have missed an appointment with a client. You are destroying the trust you have built with your fan.
To improve consistency, develop a show schedule and stick to it. Know when you will record. Know when you will post. Now, stick to it.
Improve Your Engagement
Engagement is different than interaction. A listener that cannot turn your show off is engaged. A fan that is providing feedback is interacting.
If you want to engage your listener, talk to that person as an individual. When you address your audience as a group, your listener does not feel special. Talk to one person.
When you talk to your listener as an individual, she feels special. She feels like you are having a conversation with her.
When you address your listeners like a crowd, your fan can get up and leave without feeling guilty. It would be just like walking out during a concert. Nobody is going to notice. No engagement.
Here is the checklist:
1. Improve your audio by using a pop filter, a smaller room and baffling.
2. Improve your content by reviewing your show like a listener.
3. Improve your show notes by incorporating links your fans can use.
4. Improve your interaction by using one, focused call-to-action.
5. Improve the value to your listener by defining the benefit before you begin.
6. Improve your consistency by developing a schedule and sticking to it.
7. Improve your engagement by talking to one individual.
Pick one of these improvements, and get to work this week. Your podcast improves little by little. The more steps you can take moving forward, the more improvement you will make.
Have a great week. Let me know how I can help.
I’d love to help you with your podcast. E-mail me any time at Coach@PodcastTalentCoach.com.
You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com. Let’s turn your information into engaging entertainment.
Let’s turn your information into engaging entertainment.
The Real Reason People Listen To Your Podcast – Episode 083
Why do people listen to your podcast? Why would anyone spend the time to listen to your show?
Have you ever paused to give that question some consideration?
Why do people spend time with audio at any given point in time?
THE REASONS
There are two primary reasons people listen to audio. Companionship and dreams.
It is human nature to desire companionship. People do not want to be alone. Whether they are driving, jogging, biking, mowing or doing something else by themselves, they want to do it with someone else.
Audio serves the role of companion.
DREAMS
The other reason people spend time with podcasts is to dream. People want to live vicariously through your dreams, stories, challenges and successes. They want to enjoy your success without needing to suffer the pain of your failures.
Tell stories to help fulfill the desire of your listener to dream.
People dream about having a different (and usually better) life. They want to experience those things others are experiencing. The grass always seems greener on the other side of the fence. People crave living the lives of others.
Your listeners want to live vicariously through you. They want to experience your success. They wish they had the courage to do the things you have done. Your fans want to be you in some way or another.
Voyeurism is a reason many people watch the shows they watch, listen to the stories they hear, or read the books they read. They want to experience the lives of others.
MY STORY
Architecture was my original career path. It wasn’t until three years into my architecture degree that I realized radio was the profession I was designed to pursue. I was able to work in a profession I absolutely love. Now, after 25 years in radio, I have taken the talent coaching facet of radio and turned it into a path helping podcasters create amazing content.
That path has now led me to be a speaker at some of the best podcasting conferences in the country. I was a speaker at Podcast Movement 2014. This year, I will give a presentation at New Media Expo in Las Vegas in April. My life is full of amazing events, because I dared to dream and follow my passion.
DREAMS
Your listeners want to dream. Help them.
People eavesdrop on the conversations of others for the very same reasons. They can experience the life of others without the risk of failure. Eavesdropping doesn’t take the courage that it takes to actually live the life.
By telling great stories about your experiences, you help your audience fulfill the desire to live vicariously through you. If your show contains audio of your feats and experiences, you allow your audience to become the voyeurs they desire. When you interview people on your show, you allow your listener to eavesdrop on your conversation.
When you simply lecture as the content of your show, you fail to help your listener experience any of those three desires.
Find new ways to deliver your material to your audience. You will make those important connections that turn into friendships. Those relationships will foster loyalty to your show. Your tribe will follow you wherever you go. That’s a powerful thing.
Tell stories of self-revelation. See where it takes you. You’ll be surprised how many people wish they could be you.
I’d love to help you with your podcast. Post any questions or comments you might have, or e-mail me at Coach@PodcastTalentCoach.com.
You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com. Let’s turn your information into engaging entertainment.
Let’s turn your information into engaging entertainment.
5 Ways To Use Social Media To Drive Engagement – Episode 082
Using social media to drive our businesses is nothing new. However, there are a million different philosophies about how to properly use the platforms.
At the Country Radio Seminar in Nashville recently, social media was the topic of quite a few panels, presentations and discussions. I gathered some facts and quite a few tips and tricks for you to use.
There is quite the difference between Facebook and Twitter. Many see the two platforms as similar and equally important. That couldn’t be further from the truth.
83% of people use Facebook everyday. 17% use Pinterest. 12% use Instagram and only 8% use Twitter on a daily basis.
Facebook is personal. The platform is used to connect with family and friends to share life. This is often the first thing people do when they wake up in the morning.
Twitter is interesting, real time communication. The platform allows you to interact with others. Twitter is a discussion when used effectively.
Facebook and Twitter should be used differently. Content lives and is relevant longer on Facebook. Twitter is the here and now.
Here are five ways to use social media more effectively to drive your podcast engagement.
ACKNOWLEDGE
To create community and engagement using social media, make those that follow you feel interesting. Retweet their content. Acknowledge them. Get involved in the discussion.
STOP YELLING
Use social media like you are a fan instead of a marketer yelling at people. Get excited about the things that get your fans excited.
Use the 90/10 rule. 90% of your content should be entertaining and helpful. Only 10% of your posts should be selling anything.
BE PURPOSEFUL
Keep three goals in mind when you are using social media to engage your tribe. Seek to either inform, entertain or appreciate. “Hey, buy my book” is none of the above. You can promote your book while accomplishing one of the three goals. You simply need to be creative.
Most people unfollow someone because of uninteresting content.
STIR EMOTION
Stirring emotion within your tribe will get them excited. Play to their heart instead of their head.
Use positive feelings most of the time. Stir a mix of motions, but always bring it back to a positive, happy ending or hope. Finally, surprise your tribe.
YOU ARE ON CAMERA
Video is really driving engagement on social media. Figure out how to incorporate a little of that into your strategy. Inform, entertain or acknowledge using video once in awhile.
Make personal connections and interactions to drive your engagement. Social media is a great way to accomplish those connections.
The Country Radio Seminar taught me so much. It is also an amazing way to meet new people and make connections. You can do the same. Join me at New Media Expo April 13-16 in Las Vegas. I would love to see you when I present my session on powerful storytelling.
Learn how to use stories to create that engagement and powerful call to action. Meet a ton of new people to help you move your business forward. Use my affiliate link and promo code to save $100 on your registration here.
I’d love to help you with your podcast. Post any questions or comments you might have, or e-mail me at Coach@PodcastTalentCoach.com.
You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com. Let’s turn your information into engaging entertainment.
Let’s turn your information into engaging entertainment.
Create Results Without A Big Mailing List – Episode 081
This week I am at the Country Radio Seminar in Nashville, Tennessee. It has been an amazing week so far. I am learning so much about audience engagement and am looking forward to sharing it with you in the coming weeks. That photo is me with the amazing Tim McGraw.
A few years ago, I saw an amazing presentation that debunked the 80/20 principle.
The 80/20 principle proposes that 80% of your results is created by 20% of your efforts. This could be 80% of sales from 20% of customers. It could also be 80% of success attributed to 20% of efforts.
This particular session focused on a study done in 2008 by Catalina Marketing that found that 80% of your results are driven by 2.5% of your efforts. Specifically, it found that 80% of sales at large companies like Coca Cola are driven by 2.5% of their customers. You can find the entire study here.
The study really proved that consumers no longer strive to be part of the crowd, but rather seek products that reflect their personal preferences, needs and lifestyle choices. Examples of companies that have built successful business models that appeal to the “me” consumer include Starbucks®, Apple®, Facebook® and Dell™.
This theory is perfect for podcasting. We can truly niche down and focus on the 2.5%. We can move the needle with a group of super fans much smaller than we once thought.
What are you doing to reach the 2.5%? How can you create results without that big mailing list?
Your podcast is a great vehicle to do just that. Let’s find the content to move your 2.5%.
EMOTIONAL CONNECTION
Develop your brand by developing an emotional connection. Stories will help you create that connection by revealing things about yourself. Hype will not sustain a brand. You need to be true to who you are.
A brand is a promise. You must deliver on that promise every time.
A brand is a collection of perceptions. You must deliver those perceptions consistently.
Speak the language of your audience when you deliver on your promise and your perceptions.
USE YOUR ASSETS
Use your podcast and other digital assets to drive your 2.5% to your website with a powerful call to action. Make sure you convert the visits with a very specific call to action every time.
In order to create a powerful call to action, create your plan. What is the goal of your show? Use your goal to create content that helps your audience. Create fans with your great content. Then, move them with your call to action.
You do not need a huge audience or a big mailing list. You only need a very passionate few percent. What are you doing to motivate your 2.5%?
The Country Radio Seminar is teaching me so much. It is also an amazing way to meet new people. You can do the same. Join me at New Media Expo April 13-16 in Las Vegas. I would love to see you when I present my session on powerful storytelling.
Learn how to use stories to create that engagement and powerful call to action. Meet a ton of new people to help you move your business forward. Use my affiliate link and promo code to save $100 on your registration here.
I’d love to help you with your podcast. Post any questions or comments you might have, or e-mail me at Coach@PodcastTalentCoach.com.
You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com. Let’s turn your information into engaging entertainment.
Let’s turn your information into engaging entertainment.
I’d love to help you with your podcast. Post any questions or comments you might have, or e-mail me at Coach@PodcastTalentCoach.com.
You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com. Let’s turn your information into engaging entertainment.
Let’s turn your information into engaging entertainment.
Here Is A Quick Way To Make Them Care – Episode 074
Making your listener care is the only way to get them to listen and more importantly come back again.
I’m sure you’ve heard the phrase “what’s in it for me?”
Your audience will be asking this very question every time they tune into your podcast. Your introduction better tell your listener exactly how your topic will affect them. You need to hook them right at the beginning with an intriguing introduction. If you don’t hook them early, they will be gone in search of something more captivating.
When your audience knows what is in it for them, they begin to care.
Lead with an intriguing introduction.
Start your podcast with the benefit right up front. Hook them early.
This is true for your podcast in general as well as each individual topic. Your intriguing introduction should hook your audience, let them know exactly what to expect, and allow them to enjoy the story.
What do you hope your audience will take away from this particular discussion? Your introduction should spell it out. It should set up what is to come.
If your goal is to make your listener laugh at the horrible restaurant service you received, lead with it. “When we were out to eat this weekend, I couldn’t get the waiter to pay attention to our table if I had been waving $20 bills in the air.” The audience will now have time to enjoy the vivid details of your restaurant story rather than trying to figure out your point.
When you begin your story with the details, your listener spends energy trying to determine the point you are trying to make. They are trying to figure out what the story is about.
Have you ever been stuck listening to someone tell a story while you’re thinking, “Will he ever get to the point?” That is what we are trying to avoid.
Here is an example of a story you might hear. “This weekend I had some time on my hands. I figured it would be a good weekend to clean out the attic. I dug through the garage to find the ladder and get at it.” Are we telling a story about a mishap in the attic? Is this story just recapping the weekend? Maybe it is about discovering something in the attic. You don’t know. I haven’t told you. There is no lead to this story.
To hook your audience and allow them to truly enjoy the story, lead with an intriguing introduction.
Be A Storyteller For Success.
As you create your podcast, become a great storyteller. Great storytellers create fans.
Interest in your story never remains constant. Your information can only become entertainment when interest is rising. If interest is falling, the show is becoming boring and is no longer entertainment. A great story continues to develop the plot and raise the interest.
Have you ever sat through a long, monotonous story that never seems to end? You stare and wonder if the speaker actually has a point to this monologue. You pray for your cell phone to ring and save you. That scenario is exactly what you want to avoid. Practice becoming a great storyteller.
Stories help define your character and personality. You should always be yourself. It is difficult to play a character consistently and tell great stories. Your true feelings and identity will always be revealed in the stories you tell. If you are successful hiding your true self, you simply are not telling great stories. Vivid details and interesting points that stir emotions in your listeners can only come from your true feelings. Reveal your true character. Storytellers create raving fans.
Make them forget.
When your audience is listening to your podcast, make them forget they are listening to a recording. Take them to another place. Make your storytelling so strong that the imagination of your listener puts her in another time and place. That’s what great storytelling is all about. That’s what great relationships are all about.
People seek entertainment to escape from reality. They want entertainment like movies, concerts, television, radio and podcasts to make them forget about all of their problems. Entertainment that succeeds will take the audience member to some other place and time.
When you record your podcast, you need to create that wonderful theater of the mind. It doesn’t matter if you’re reading fiction or talking about gardening, put your audience in the moment. Make your listener forget they are listening to a recording.
Become a great storyteller, take your listener to another place and time to make them forget about their problems, and hook them early by leading with an intriguing introduction.
Get the story development worksheet as part of the pack of worksheets available for free online at www.PodcastTalentCoach.com.
I’d love to help you with your podcast. Post any questions or comments you might have, or e-mail me at Coach@PodcastTalentCoach.com.
You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com. Let’s turn your information into engaging entertainment.
Let’s turn your information into engaging entertainment.
You and I have often discussed the ingredients necessary to create powerful business relationships. People do business with those they know, like and trust.
How do we create that important trust ingredient?
In order to develop trust, we need to build consistent structure with our podcasts.
Structure is necessary to build consistency and trust with your fans. The audience expects specific elements each time they listen to your show. They expect your style to be consistent. Your audience expects the host to be the same for each show. You must deliver to that expectation to build trust with your fans. This trust is where podcast monetization begins.
TRUST DESTROYED
In a matter of one meal, lack of consistency destroyed my trust in one of my favorite restaurants.
My family and I went out to a steakhouse for a family meal. This was a restaurant that we visited frequently. In middle America, steak is a frequent meal.
At this particular restaurant, my favorite steak is their filet. It is thick and juicy. Usually medium-well done. Just a little pink in the middle. Oh, so good.
If I don’t order it medium-well, it is usually too red in the middle. I can’t handle steak that does not look like it has been cooked all the way. A little pink and I’m good.
A nice baked potato usually accompanies the steak. I’m in Heaven. Perfect meal.
On this particular night, I ordered it the way I typically order it. Nice and consistent.
That is not the way I received it.
Instead, the waitress delivers me a something that resembles a flat iron steak. Not even an inch thick. It looked more like a strip than a filet.
If you are not a steak eater, this would look more like a flat chicken breast. A filet is more akin to a square tennis ball. The two are nothing similar.
In fact, I don’t even think this particular restaurant has a strip steak on the menu.
If I were to order a strip, I would order it medium. Anything more than that gets delivered like a piece of shoe leather. Which is exactly what this was. The steak was tough and nothing like I ordered or expected.
The consistency wasn’t there. The restaurant destroyed any trust I had in them to deliver a meal like I ordered. My favorite meal was gone.
That was the last time we had dinner at that restaurant. It was probably a year ago. The trust was gone.
I LIKE IT LIKE I LIKE IT
Think of McDonald’s. When you order a Big Mac at McDonald’s, you expect it to taste exactly like the last Big Mac you purchased and ate. This is true whether you purchased your last Big Mac at the same restaurant, across town, in another state or around the world. You expect it to be consistent.
If the Big Mac you purchased today suddenly has mustard and sauerkraut on it, you would be a little hesitant to purchase another next time. You know what you want and want what you know. You want consistency.
Now, translate that consistency to your favorite television show. It may be a regular, primetime show, the evening news or a variety show. It really doesn’t matter.
All shows follow the same pattern. Your favorite show opens with some sort of theme. It’s the same opening for every show.
The show open probably introduces the main characters, actors or hosts. The open lets you know what to expect over the course of the show. If it is a sitcom, you might see a couple outtakes from previous episodes that define the character. If it is the news, you may see a tease for the stories coming up. If it is a variety show, they will probably tell you about the big events on this particular episode.
The show will then roll through the content.
Eventually, the show concludes in a consistent manner each time. The news will usually end with some sort of lighthearted kicker story. Variety shows may have a musical guest at the end. Dramas end happily ever after.
Every successful show follows a pattern. It is a consistent pattern. You want to know what you’re getting each and every time.
The consistency gained from the show structure helps the audience feel at ease and comfortable with the program. If your listener is new, she is brought up to speed quickly when you tell her what to expect.
If the listener is a returning participant, your introduction causes him to say to himself, “Oh, yeah. Exactly how I remember it. This is the right show.”
If you are watching the news and suddenly there are two new anchors along with different people doing the weather and sports, you will wonder if you’ve somehow stumbled upon the wrong channel. It will feel uncomfortable. It isn’t what you expected.
Consistency helps your audience feel at home. Work to achieve it every time.
You can build that consistency by creating a structure for your show that will allow you to fill the time with great content.
FIVE Ws
Just like a great news story, you can create a solid structure by defining by the Five Ws. Develop the structure of your show by determining Who, What, When, Where and Why. This structure will be the same for every show. The content of the show will vary within the structure and keep the show fresh.
Who will the audience hear on the show? Many podcasts are hosted by one or two individuals. These people are the only voices the audience hears. One person as the host is the easiest version. If you are the only person featured on your podcast, you can create the show whenever you’d like. The downside is the fact that you will need to fill the entire show with content while talking to yourself.
On the other hand, two hosts pose other problems. With two hosts, there is often no a leader of the show. The direction of the podcast is left to chance. If both are not in the same room, they will often talk over each other without the help of non-verbal cues. It requires much more work and planning to make a show with two hosts sound smooth.
There are many other versions of “who”. The host can interview a guest on each show. Callers can be part of your show with the appropriate equipment. The audience could interact with the show via e-mail. Any version of the “who” works.
Multiple styles can be combined as well, like a late night talk show. You simply need to select the style that makes you most comfortable and be consistent with it.
As you are deciding your “who”, determine what role each voice will fill. If there are two personalities with the same opinion, one of them isn’t necessary. You’ll just waste the listener’s time trying to get each personality mic time while communicating the same message. It would be very similar to debating yourself. There must be contrasting points of view between the personalities to justify the existence of each on the show.
What will be on your show? This includes topics, interviews, callers, e-mail, audio clips, highlights, sound bites, articles and other material you might include in your content. Your “what” might be answering e-mail from listeners with questions on your topic. Your “what” might be your comments and thoughts on various articles you’ve discovered on your topic. You could interview experts in your field.
As I mentioned in earlier podcast episodes, using the voice of the person asking the question is much more powerful than you reading an e-mail. That second voice adds depth to the conversation, adds validity to the question and creates a sense of eavesdropping on the conversation by the listener.
If at all possible, use audio to make your point. As you determine what will be on your show, find the “what” that excites you.
Do not get into a rut. Be creative. Find new ways to say the same thing.
When will you record and post your show? Find the time of day when you have the most energy to record your show. If you are a morning person, and you love getting up at the crack of dawn full of energy, record your show in the morning. If you enjoy staying up late long after everyone else has gone to bed, and the creative juices are just beginning to flow, choose to record at night. There is a time of day when your energy is highest.
You need to find the right time, because your energy level will be noticeable coming through the speakers. If you are tired, your audience will know. If you are smiling, your audience will be able to hear it. Find your sweet spot, and record at that time.
You do not necessarily need to post your show at the same time that you record it. You could record four shows on the same day and post them periodically over time.
If your content is time sensitive, you might need to post your show the same day you record it. For instance, if you’re discussing the day’s news or sports scores from last night, it might be stale if you wait a week to post it.
You simply need to be consistent with your posts. If you decide to post your show every Tuesday at 3p, your listeners will expect your show to be there on Tuesday at 3p. You can’t post it at 5p. The listener will not come back hoping it is there two hours late. That would be similar to the 6 o’clock news starting at 7:30. That’s not when you expect it and you wouldn’t tune it at 7:30 hoping the news is there.
Deliver on your promise. Post consistently.
You also need to decide how often you will create a show. It could be daily, weekly or monthly. It should definitely be regular and consistent to build an audience. Your fans need to trust that the show will be there when you say it will be there. Select a schedule that you can handle on a consistent basis.
Do not attempt a daily show if you cannot stick to that schedule. It is much better to post weekly and deliver too much than it is to attempt daily shows and miss a few. Humans are creatures of habit. If you can get them listening to your show as a habit every Wednesday at noon during their lunch break, use it to your advantage by posting consistently.
Where will you create your show? This is an important detail. Each episode of your show could come from your “studio”. You could also record your show on location if you are incorporating guests.
The technology available today will allow you to record almost anywhere. Find a place where you can focus on your show and control the surrounding ambient noise. You want the sound quality of your podcast to be as good as possible. However, don’t let that restrict your creativity.
Strive to make it good, but do not let perfect get in your way. Location is an important factor to the professional sound of your show. Content is as well. Balance the two.
Why are you creating a podcast? You need to find your passion. If you are creating a podcast for reasons other than your passions, you will find it difficult to keep up the consistency required to be successful.
Find the one thing that you love to discuss more than anything else. That should be the topic of your podcast. Chances are, you already know a ton about your passion topic. You will also find it easy and rewarding to discuss that topic. Money will typically follow you if you follow your passion.
Work to create that important trust ingredient by building consistent structure with your podcasts.
Create a structure for your podcast that will remain consistent for each show. The consistency will help build trust with your audience. Deliver to the expectations of your listener. That trust is the first step in monetizing your podcast.
I’d love to help you with your podcast. Post any questions or comments you might have, or e-mail me at Coach@PodcastTalentCoach.com.
You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com. Let’s turn your information into engaging entertainment.
Let’s turn your information into engaging entertainment.
How do you create a show that people remember? My theory is simple. If you want word of mouth do things worth talking about.
That particular phrase is one I learned from Seth Godin. However, I learned that theory years and years ago.
Learning From Radio
When I started in radio 25 years ago, my goal was to make every break a home run. Creating a show that creates buzz appears to be a daunting task.
A typical radio show is four hours. With an average of four talk breaks or bits an hour, a daily show would include sixteen bits a show. At three minutes a bit for a morning show, we talking about 48 minutes of material. That would roughly equal to an average podcast.
After a few years in radio, I realized that creating sixteen different pieces of content that are stellar and buzz-worthy is nearly impossible on a regular basis. It is also unnecessary. Your listener will not remember all sixteen things you do on the show this week.
People remember one big thing. Create the one killer bit that will create some buzz.
You can’t manufacture marketing and make people talk. The buzz is created when you do something amazing. To discover what is amazing, you need to continue to try different things.
You will be surprised by what moves people. People will mention hearing things on your show that you never dreamed would make a connection. The more you receive that feedback, the more you will be able to recognize it when it happens.
Be occasionally great rather than consistently good.
You don’t win by removing mistakes. You win by giving your audience a reason to listen. Occasionally great bits will give your listener those reasons.
If you conduct interviews on your show, you do not need to make every question Earth shattering. You need one or two great questions that people will remember. Your listener will say, “Did you hear what she asked her guest?” The answer will be one great question, not the entire interview.
Make your listener remember one thing. Consistently good is admission to the game. Occasionally great wins.
Examples of Occasionally Great
Let’s looks at some examples of both.
In baseball, who are some of the players that come to mind?
How about Willie Keeler and Jimmy Rollins? They hold the record for most Major League Baseball consecutive games with a hit.
Willie Keeler is #2 with 45 hits in 1896. Jimmy Rollins is #8 with 38 in 2005.
This means they consistently get on base. Valuable to the team. But hardly memorable.
How about Barry Bonds, Hank Aaron, Babe Ruth, Willie Mays, and Alex Rodriguez? These are the Top 5 of the list of players with the most Major League Baseball home runs.
Other than Babe Ruth at .342, the other four had batting averages between .298 and .305. In comparison, Keeler hit .341 in his career.
These home run guys got a hit less than one out of three tries. Less than stellar, yet memorable. Occasionally great.
Maybe American football is your sport.
Would you consider Chad Pennington one of the most memorable quarterbacks to every play the game? He holds a 66% career passing percentage in the National Football League over 10 seasons playing for 2 different teams. That puts him at #2 on the list.
Pennington completed 2 of every 3 passing attempts. Pretty consistent. Not quite memorable.
Bart Starr was the QB of Superbowl 1 & 2. Joe Namath was also a Superbowl quarterback. Their stories are legends.
Starr is #71 on the passing percentage list at 57% over 15 seasons. Namath is #163 on the same list at 50% over 8 seasons. Less consistent, but memorable.
Let’s talk acting.
Christopher Lee has made 276 movie and acting appearances. He has been in Dracula and The Lord Of The Rings.
Robert Loggia was in Scarface and made 223 other film and acting appearances.
You saw Ernie Hudson in The Crow. If not there, he was in 190 other movies and productions. You wold probably recognize him if you saw him.
All three are solid, consistent actors. They are hardly household names.
Every heard of Tom Hanks. He has only made 37 films and other appearances. Less than 20% of the number Hudson has appeared in. Less than 14% of Lee.
On the other hand, to date, Tom Hanks’ films have averaged $96.3M per movie. A few have been occasionally great and won Oscars. Not nearly the number of appearances. His home runs make up for it.
Will Smith has made 29 theatrical appearances. His movies average $127M. Fewer films. More blockbusters.
Will Smith is also known as a hip hop star. However, he has only released 4 solo albums. Two of his albums went gold. One is 2x platinum. One is 9x platinum.
Will Smith actually released more albums as half of DJ Jazzy Jeff & The Fresh Prince. That act released 5 albums. Three of those reached gold, one platinum and one 3x platinum.
These guys are all huge, because they are occasionally great.
Find Your One Thing
Don’t try to be everything to everyone. Be the best at one thing.
What are you known for? What is the one thing you can do on the episode this week that your listener will remember?
Find your one thing. Create word of mouth. Be occasionally great.
I’d love to help you with your podcast. Post any questions or comments you might have, or e-mail me at Erik@PodcastTalentCoach.com.
You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com. Let’s turn your information into engaging entertainment.
Let’s turn your information into engaging entertainment.
We celebrated Thanksgiving here in the United States last week. It is a wonderful time of year when we step back and give thanks for all we have. This week, I would like to share a few things for which I am thankful with the hope that I might help you discover some inspiration.
Three years ago, I began my journey to help podcasters refine their art. I was not sure where I was headed. I only knew that I wanted to follow my passion.
Podcasting wasn’t my original passion. It was architecture. From the time I was 12, I knew I wanted to be an architect. Through middle school and high school, my classes led me down that path.
While getting my college degree in architecture, after working two years as a draftsman, I found my way into radio. The architecture degree required a few electives. My younger brother worked at a radio station and with me as a disc jockey. I thought radio sounded like an entertaining elective.
The class was Broadcasting For The Non-Major. The class led me to become the music director of the campus station. After a few months, I had a part-time job at a local radio station.
Since I was so close to finishing, I decided to complete my architecture degree. Once complete, I continued to work in radio and pursue my passion. Broadcasting become my life.
Architecture and radio are actually quite similar. Both require the ability to be creative within a set of guidelines. Both professions require a combination of creative and analytical skills.
After a few years in radio, I discovered my true passion was helping talent refine their craft and content. I fell in love with creating content that captured the imagination of people and created effective calls to action.
The world of podcasting is like the new frontier. We are able to create with very few parameters. Along with that freedom comes responsibility. You must set your own rules.
That is my passion. Each day, I have the privilege of helping wonderful podcasters hone their craft and create amazing content to reach their goals. For that, I am truly grateful.
That is the foundation of this thankful podcast.
I didn’t get here on my own. There are quite a few people that helped me achieve all that I have. This Thanksgiving, I want to thank those that have helped me. As you continue your journey, you may find some inspiration here as well.
This is my thankful podcast.
My Family
The support I receive from my wife and two wonderful children is priceless. They encourage me with every step I take. Find inspiration in the ones you love. Let that love and encouragement lead you to great things.
You
You are the reason I do this show every week. Knowing that I help you with your content, your art and your passion drives me to create every week. The fact that you give me 30 minutes of your time every week means the world to me. Please know that I am thankful for that gift every time it comes my way.
Dave Jackson
When I began down this path, Dave Jackson was the first to reach out to me and offer help. Most of my achievements were partly due to the help Dave provided.
Dave runs the School of Podcasting. His knowledge of podcasting and resources have helped me every step of the way. I cannot possibly thank him enough.
Jeff Beals
Before I even discovered podcasting would be my path, Jeff Beals was an inspiration. As part of my mastermind group, Jeff was my sounding board. His words and guidance always motivated me.
Jeff has a great book called “Selling Saturdays”. He interviewed football coaches regarding recruiting, selling and inspiring. The book contains wonderful stories. No matter if you are selling ideas or widgets, this book will help you achieve.
Rem Lavictoire
When I am stuck in a rut, Rem Lavictoire is always there with a few words of inspiration. I’m not sure how he knows. His e-mail shows up in my e-mail box just at the right time.
If you have attended New Media Expo or Podcast Movement in 2014, I am sure you have seen Rem. He is usually the first to the microphone after a session with some of the best questions you will ever hear.
Rem has given me inspiration and motivation through his friendship. I am grateful for all the support he has provided over the years. Rem has a great podcast call the Sci-Fi Movie Podcast. Find him at www. Sci-FiMoviePodcast.com.
Kenn Blanchard
Kenn and I met through Dave Jackson. Kenn Blanchard has a podcast that has really inspired me in my faith and fatherhood. His podcast is called “Black Man With A Gun”. Kenn offers words of wisdom and inspiration every week. His Father’s Day show is one of my all-time favorites. Check him out when you can.
A few men have inspired me from afar. Through their teachings, they have inspired, mentored and taught me along this journey.
Dan Miller inspired me through his “48 Days” teachings. His podcast and books have motivated me to pursue work that I love.
Gary Vaynerchuk and his book “Crush It” showed me the way to structure and achieve all that I have.
Brendon Burchard helped me launch Podcast Talent Coach through his teaching in the “Millionaire Messenger”. His book and CDs inspired me to share my knowledge with the world.
This Thanksgiving, these are the people for which I am most thankful. Without you, I would not be able to do this every week. Thank you for being part of my journey. Let me know how I can help you in any way possible. To you I dedicate this thankful podcast.
I’d love to help you with your podcast. Post any questions or comments you might have, or e-mail me at Erik@PodcastTalentCoach.com.
You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com. Let’s turn your information into engaging entertainment.
Let’s turn your information into engaging entertainment.
It never ceases to astonish me how our podcasts create friendships with people we have never met.
My family and I were at a hockey game a few weeks ago. A couple came up to us and started chatting about the game as if they knew us. We had a great conversation with them as if we had been good friends for years.
When the couple moved on, my wife was a little irritated with me when she asked why I didn’t introduce her. I told her I didn’t know who they were.
These people knew me from being on the radio. I am part of their lives on a daily basis. I share things with them everyday on my show. These people feel like they know me and we are good friends even though we have never met.
This happens all of the time. As podcasters and broadcasters, we have a strange friendship with our listeners. That friendship give us influence.
How can we develop those friendships with our podcast?
Here are five tips.
1. Reveal Things
Reveal things about yourself on your show as you would to your good friends.
2. Include Your Listeners
Make your listeners part of your show. Don’t distance yourself from your listeners with e-mail and text messages. It is much more compelling to hear the words of another individual in their own voice than it is to hear someone else tell the story (or ask the question).
The passion of the message, story or questions isn’t contained in the e-mail. Inflection and meaning are always different when read by another individual. A scripted e-mail lack spontaneity.
I believe this is why interviews are so powerful. You can talk about a book, or you can interview the author. Which is more compelling?
3. Make Your Listener Feel Something
Emotions are powerful.
4. Be A Companion
Make your listener feel comfortable, as if they are spending time with a friend. They will come back time and again. You are their companionship.
5. Help People
Helping others should be your first priority.
I’d love to help you with your podcast. Post any questions or comments you might have, or e-mail me at Coach@PodcastTalentCoach.com.
You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com. Let’s turn your information into engaging entertainment.
Let’s turn your information into engaging entertainment.
Do you have a podcast that involves multiple people? This week, I’ll answer two listener questions to help with podcasts that involve interviews or co-hosts. You can always e-mail your questions to Coach@PodcastTalentCoach.com.
We discussed interviews a bit in Episode 059 – Solution to Boring Guests. I offered ideas to salvage an interview that lacks any entertaining value. That content was focused on the guest. Our questions this week focus on you the interviewer. We will discuss podcast interview and co-host tips.
Interview Nerves
I would love to know if you have any tips on how to curb anxiety when you’re getting ready to interview a big personality. While my big personalities can’t touch yours, I’ve noticed that it takes me a while to loosen up and relax sometimes. Sometimes if I chat with them a little before the interview starts, that helps. But I never want to waste their time, and sometimes you just get the feeling they want to get to it so that they can go about their day. Am I still talking? Thanks, Erik! -Patrick Keller – BigSeance.com
This is a great question from Patrick. In fact, it is one question I get quite often.
First, understand that interview butterflies are natural. Find some comfort in knowing that most every interviewer feels some nervousness the minutes before the talk begins. It is very similar to public speakers.
You’re not the only one.
There are four things you can do to get over the jitters. These should help you a bit to calm the nerves before the interview.
Prepare
Make sure you have your interview plan ready. Be knowledgable about your guest. Have at your fingertips any details that you will need. Create a map and know where you are going. Ensure you know what you hope to achieve with this particular interview.
Preinterview – Explain the process
Before the interview, have a quick chat with your guest. Let them know exactly how the interview will run and what they can expect. This will not only put you at ease, it will make your guest more comfortable and open.
Understand you are helping them
Your guest is on your show, because there is some value to them. Guests typically do not appear on podcasts out of the goodness of their heart. They are interested in expanding their brand by being on your show.
You have something to offer your guest.
Podcast guests are marketing their goods or services to your audience. You are putting them in front of a group of people that can expand their reach. This is a huge opportunity and benefit to them. You aren’t simply taking from them. Find comfort in knowing that you are helping each other.
Really listen and be involved in a conversation
Many podcasters get wrapped up in thinking of the next question and fail to listen to the current answer. Have a dialog instead of a lecture. Truly listen to the answers your guest is offering. Those answers tend to lead to amazing follow-up questions.
By getting heavily involved in the conversation, you will take your mind off of your nervous butterflies.
Bumping Co-Hosts
Our next questions involves co-hosts.
Hi. On any of your podcasts do you have guidelines on how to stop hosts talking over each other? Cheers – Brian
This is another question I hear often. It takes a lot of practice to avoid stepping on your guest or co-host. I have five tips to help you clean up the discussion.
Develop hand cues
When one host wraps up their thought and is ready for the other to jump in, a simple hand cue can help make a smooth transition.
Be aware of each other
If you are truly listening to your co-host speak, you will be less concerned with jumping in to offer your point of view. Allow your co-host enjoy the limelight until they are ready for you to speak up.
Know who will serve as the director
On a podcast with multiple hosts, it is critical that one host drives the bus. With a director, all members of the show know who will call the shots to keep the show moving in the right direction.
The Sci-Fi Movie Podcast is a great example of this. Even though all three co-hosts have equal roles on the show, it is obvious that Rem is directing the show. Give it a listen. You can see how smooth their podcast typically runs.
Know who is leading
If you use a intriguing introduction as I describe and teach with my storytelling worksheet (available at www.PodcastTalentCoach.com), your co-host will know exactly where the story is headed. This leads to fewer interruptions by co-hosts. Respect the story.
Respect the mic time of each other
Everyone will receive their fare share of mic time. Try to be less concerned with offering your viewpoint and allow your co-host to enjoy the spotlight. Your time will come. If your co-host is on a roll, let them roll. When the podcast is entertaining, you both win. It doesn’t matter which host offers the punchline.
I hope those tips help clean up the flow of the show. There are many other ways to calm your nerves. When it comes to talking over each other, it comes down to finding a process comfortable for you and your partner.
I’d love to help you with your podcast. Post any questions or comments you might have, or e-mail me at Erik@PodcastTalentCoach.com.
You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com. Let’s turn your information into engaging entertainment.
Let’s turn your information into engaging entertainment.
I was listening to the biography of Steve Jobs by Walter Isaacson the other day. It really got me thinking about powerful marketing and how to create it.
The particular section of the book that caught my attention discussed the “1984” apple commercial. The message of the commercial was that apple would save humanity from conformity. It was a nod to George Orwell’s novel “Nineteen Eighty-Four”.
http://youtu.be/axSnW-ygU5g
The “1984” commercial, when viewed by the Apple Board of Directors, was deemed unacceptable to air. The board suggested the advertising agency sell both the 30-second and 60-second time slots they had purchased during the 1984 during the Super Bowl.
The ad agency sold the :30, but didn’t try very hard to unload the :60. Jobs and a few others found the funds to run the commercial one time. The only other time it was aired was once on a few local stations.
With that one airing, the “1984” commercial created millions of dollars in buzz. Network news shows were talking about the commercial. It was the top commercial of the Super Bowl that year. In fact, Advertising Age magazine named the spot one of the Top 50 Greatest Commercials.
The commercial was almost never seen nationally.
What makes marketing like this so powerful? How can we make our podcast message that strong?
You vs. Me
Great marketing is like a mirror. It is a reflection of the customer, not of the company. Great products that use great marketing are focused on the needs, wants and desires of their customers. To turn your podcast into a great brand, focus on your listener and not on yourself.
Scheels had a great commercial for their snowboarding gear. The commercial was completely focused on the lifestyle of the snowboarder. It didn’t feature all of the great salespeople or wide aisles in the store or sale prices. The commercial was a mirror reflecting the customer.
To turn your information into engaging entertainment with your podcast, focus on the listener. Use words like “you” instead of “I”, “me” or “we”. Convey your content from the point of view of your listener. They will feel appreciated. They will be engaged. Your podcast will become a relationship. Success will follow. When it is You vs. Me, always pick you.
It’s the Snap, Crackle, Pop … Not the Puffed Rice
Rice. Sugar. Salt. Malt flavor. Mmmmm. I can’t wait to get a bowl of that!
Your listeners aren’t attracted by the contents of your show. They don’t care if your show discusses money or business or politics or sports. All your listener cares about is the benefits they will receive from your show.
Here are a few podcast descriptions I found today on iTunes.
“Those people that make videos on YouTube now have their own audio podcast. Hope you will stay awhile.”
“(unnamed podcast) produces original stories each week for families around the world. Each week on the (unnamed podcast), we’ll be sharing a free story from one of our original story series.”
“The world’s favorite podcast about old video games reaches its next stage! Join (hosts) and a variety of guests as they discuss the favorite games and topics of yesteryear.”
I’m sure these are solid podcasts. They were all listed in the “New & Noteworthy”. The content may be great, but the descriptions lack any snap, crackle or pop.
People get attracted to your show by the benefits, not ingredients.
Consumers by the fun of the Snap, Crackle & Pop. They aren’t buying the puffed rice.
Listeners are seeking the fun of learning life’s lessons through stories, not original stories for families.
The audience wants nostalgic memories of teenage afternoons wasted in the arcade in front of Donkey Kong, Ms. Pac Man and Dragon’s Lair, not discussion of your favorite games and topics.
When a listener decides to listen to your podcast, they ask, “What will this podcast do for me?” If the answer is topics and discussions, your listener is probably moving on. If it is nostalgic memories and comedic bits of “name that video game theme”, you might just entice him to check out your show.
There is a reason the fun of the experience is on the front of the box and the ingredients are relegated to the side. You need to sell the fun.
This week, examine your podcast description. Are you leading with the benefits? Are you selling the results? Make it exciting.
I’d love to help you with your podcast. Post any questions or comments you might have, or e-mail me at Erik@PodcastTalentCoach.com.
You can find my podcast and other tools to help you create great content at www.PodcastTalentCoach.com. Let’s turn your information into engaging entertainment.
Let’s turn your information into engaging entertainment.
“I feel like I just listened to an hour long infomercial. Daniel, I recognize your need to cross-promote and I realize that your income comes from podcasting. I feel overloaded with commercial information and have quite a difficult time separating out the real content from the commercial content. It’s just too much. Sorting out the things I would consider using from the things I have tried in the past but didn’t work from the commercials just wasn’t worth the hour I wasted this afternoon listening to your podcast today.”
Daniel goes to great lengths to avoid being self-promotional. He mentions his products at the end or when it is contextually relevant. Hence the “I have a tough time separating out the real content from the commercial content”. If one blends into the other, it fits with the content. Daniel hardly creates his podcast to be one big commercial.
On the other hand, why are the product mentions so bad? How do you find out about great products? How did you find out about the last great movie you saw? How did you discover the last great book you read? Didn’t someone tell you about it? Regardless if that person was a friend or part of a marketing message, that communication helped you discover new things. That is what marketing is all about.
Sure, not every marketing message is going to be tailored to your needs. There will be some that might miss the mark. It could be the mass mailing you received from the pizza joint down the street because you have a family of 4. It could be the political flyer you received because of your party affiliation.
Is it that difficult to ignore the irrelevant? Throw it out.
So, how do we make our marketing message relevant? How do we make the message valuable instead of an interruption?
Are You Shouting?
You can’t shout your way into a person’s trust circle. They only way to gain trust is to add value. Give them something they can use. Building trust is the foundation of revenue generation for your podcast.
As you build trusting relationships with your podcast, continue to ask yourself, “How am I helping my listener?” Continue to give, and the trust will develop over time.
When you begin every discussion with your product, needs or wants, people will tune you out. You will begin to sound (and be treated) like advertisements for used cars. Shouting doesn’t work. Your listener won’t care and will rarely return.
Daniel does the opposite in “The Audacity To Podcast”. He usually starts by helping his listener. Then, if it fits, he will recommend a product or service to his audience.
Serve first, many times over. Then and only then can you effectively sell.
Shows like the “Dave Ramsey Show”, “48 Days To The Work You Love” and “The Audacity To Podcast” are all designed to help their listeners first. Sure, they all have products to sell as the end result. However, they never begin with their product. The discussions on these shows always begin with the listener’s needs in mind first.
Why is it bad to sell? Why must podcasting be only altruistic? If I have something that might help you solve your problems, why would it be wrong to recommend it to you while making a few dollars at the same time?
If you loved mowing grass, would it be right to expect you to mow my grass for free? You love to do it. Why should I pay you? If it is acceptable to charge you for mowing your yard, why isn’t acceptable to earn some money for helping you with your business?
As you prepare for your show, find great ways to help. Your help may come in the form of entertainment. You may serve as companionship for your podcast listener. Help them find other forms of companionship as well. If your podcast is only one hour per week, there are 167 more hours in the week that aren’t occupied by your show. Your listeners will surely need more companionship to fill a few of those hours. Help your audience fill those hours, too.
Are you building trust, or are you shouting? Develop the friendship by delivering companionship.
Are You Delivering What They Seek?
People listen to podcasts, the radio and other audio for companionship. They don’t want to drive alone. People have an inner desire to be around other people. Companionship is the reason people listen to your podcast, even if you are selling something. Your listener will always ask, “What’s in it for me?”
Make your listener feel comfortable, as if they are spending time with a friend. When people listen to guys like Adam Carolla, they feel like they know him. Women feel like they could actually hang out with Ellen DeGeneres when they watch her show. Leo Laporte comes across as your friend when you listen to his tech podcast. Each of these shows are about that comfortable connection.
When you make your listener feel comfortable, they will come back time and again. You are their companionship. Are you delivering what they seek?
This week, start with your listener in mind. Ask yourself, “What is in it for them?” I want you to feel confident about your content. You will not please everyone. Focus on your one target listener you have defined using the Target Listener Worksheet at www.PodcastTalentCoach.com.
If you upset a few people, they either get over it or they would never be your customer in the first place. At least you are doing something to make them care.
Let me know how I can help you with your podcast. E-mail your questions to Coach@PodcastTalentCoach.com.
You can also find other tools including worksheets, a workbook and videos to help you create great content at www.PodcastTalentCoach.com.
Let me teach you how to turn your information into engaging entertainment.
Transform Your Podcast Into A Powerful Brand – Episode 061
Two presentations I have attended really shaped my understanding and belief in the power of a brand. These two presentations have helped me create powerful radio and dominant brands. One was given by Seth Godin. The other came from B.J. Bueno.
A successful podcast is built on a strong relationship with the listener. It could be called a tribe as defined by Seth Godin in his book of the same name. The strong relationships with your listeners begin to develop your brand. You can then monetize your brand and associated relationships with an effective call-to-action. But it starts with the brand.
Powerful brands are more than just recognizable names. Powerful brands are full of emotion. A brand is a collection of perceptions, creating emotional connections, while consistently delivering on a promise. The more powerful the emotional connection, the more powerful the brand.
Take a moment to think of some very powerful brands and the associated emotions of the rabid fans of those brands. Nike. Volkswagen. Star Trek. Starbucks. Apple. Harley Davidson. Fans will go out of their way to interact with their favorite brand. These brands are unique, because they create powerful emotions within their fans that are not found in ordinary brands.
These powerful brands are discussed in an amazing book entitled “The Power of Cult Branding” by Matthew W. Ragas and B. J. Bueno. The book describes the seven golden rules to cult branding. Emotion is the key to all seven. You can use these to transform your podcast into a powerful brand.
Social Groups
Great brands connect people who want to be different together. Examples include Star Trek and Harley Davidson.
Courage
Great brands show daring and determination, such as Oprah and Volkswagen.
Sell Lifestyle
Great brands sell lifestyle. These would include Apple and Jimmy Buffett.
Create Evangelists
Great brands create evangelists. I am sure you have encountered evangelists of Apple and WWE.
Contribution from Communities
Great brands accept contribution from communities. The communities around Linux, Star Trek, and WWE are influential in the development of the brand.
Inclusive
Great brands like Vans and Linux are inclusive and not some exclusive clique.
Personal Freedom
Great brands promote personal freedom. Apple and Linux let users be unique individuals.
All of these qualities are emotional. None are functional. It’s not the best, biggest, brightest, loudest, or #1 product. Cult brands are focused on emotion, not hype.
If you want to transform your podcast into a powerful brand that you can monetize with a strong call-to-action, stir emotion every time and be unique.
Let me know how I can help you with your podcast. E-mail your questions to Coach@PodcastTalentCoach.com.
You can also find other tools including worksheets, a workbook and videos to help you create great content at www.PodcastTalentCoach.com.
Let me teach you how to turn your information into engaging entertainment.
7 Common Podcast Mistakes That Drive Listeners Away – Episode 060
Listeners have many, many options for their entertainment. When you create your show, you are not simply competing with all of the other podcasts in the space. You are competing with all of the other entertainment options available to your listeners.
TV, CDs, radio, satellite radio, on demand video, Youtube, audiobooks. The options are endless.
It is only a start to create great content that attracts your listener and is better than every other options available to your listener at that time. You also need to ensure that the things you do within the episode do not drive your podcast listeners away. Many podcasters give their audience reason to leave without even realizing it.
This week, we will discuss 7 most common podcast mistakes that drive listeners away. There are many others. See how many of these 7 common podcast mistakes you recognize from your show. Then, let’s figure out how to fix them to make your show even stronger.
You Focus On Yourself
You can have anything you want in life as long as you help enough other people get what they want. Make your show less about you and more about helping your listener. You can tell your story and then frame the result around the listener’s perspective.
You Are Not Engaging And Use No Stories
Stories are powerful. We discussed this power in the past few episodes. Pull you listener into your content by making it personal. Then, turn the mirror on them. How can your stories help your listener?
You Are Talking At Me, Instead Of To Me
Treat your listener as an audience of one. Audio is a personal medium. People listen by themselves while creating personal visions in their own head. Have a one-on-one conversation with your listener. Talk to your listener and not at them.
You Are Unfocused & Unprepared
Know your goal. You cannot get to your destination unless you know where you want to go. Develop your goal. Then, be prepared. Gather your material and information before you begin recording.
You Open The Door
Let your content flow from one topic to the other like a conversation. Avoid “now it’s time for …” When you are having a conversation at a party, you don’t say, “… and that is what my kids are doing. Now, it’s time to talk about my golf game.” You just flow into the next topic organically. Also, be sure to take the first exit so you do not overstay your welcome.
You Are Not Interested
Be interesting by being interested. Get rid of the stale questions and content. Make your self unique by being curious.
You Lack Show Biz
This is show business. Use theater of the mind. Make your audio powerful by transporting your listener to another place and time. Add some flavor with creative sound effects, powerful production elements and some audio magic.
Let me know how I can help you with your podcast. E-mail your questions to Coach@PodcastTalentCoach.com.
You can also find other tools including worksheets, a workbook and videos to help you create great content at www.PodcastTalentCoach.com.
Let me teach you how to turn your information into engaging entertainment.
As I gave that presentation at Podcast Movement, some had questions about turning personal connections into stories that actually had something to do with their podcast subject. In fact. Josh Elledge of “90 Days To Abundance” suggested I do an episode on it. Find him at “SaveingsAngel.com”.
Today, we dive into the “how” of storytelling.
Journaling
The use of journaling will help you dig deep into your thoughts to reveal your personal connections to the subject matter. Journaling can be done for a specific length of time or output. You can do it for 3 or 5 minutes, or an entire page of thoughts.
Whether you choose time or output, it should be set and consistent. Set a timer and write until the timer goes off. You want to write to the point where if becomes free-flowing without any conscious thought.
Understand that no one will ever see this journaling. You can even throw it out after you create the episode. There is no need to keep it once we find the personal connection.
Your Personal Connections
After you journal, read over your writing. Highlight the thoughts and personal connections that really jump out and grab your attention. Those are possible starting points.
Engaging Introduction
Once we have highlighted our personal connections, we need to pick one to use for our show. We then turn that personal connection into our engaging introduction to our powerful story.
An Example
I want to show you how we can find great stories for an episode using Journaling. In this example, I want to create an episode that teaches the power of storytelling. The goal of the episode is to have my listeners understand the importance of stories if they hope to have their audience know, like and trust them.
Here is my journal entry. These are never shared with anyone. I am sharing it with you as an example. There are some connections here that reveal my vulnerability that I typically wouldn’t share with anyone. I’m laying it all out with hopes it will help you find the courage to open up to yourself.
JOURNAL ENTRY
How do I create great stories by journaling. Max’s great story about his father. Find deep connections. When we tell these great stories, we reveal things about ourselves. I learned a lot about this from Bill McMahon. I’m sometimes afraid to reveal what I truly believe, because I worry what people think about me.Once Bill instilled in me the courage to recognize what I truly believe and present it on the air, I began creating great friendships with listeners I don’t even know. As the public address announcer of the Omaha Lancers hockey team, I often run into people who act like they know me, because they kind of do. It used to really creep out my wife. People would come up to me and start having a conversation about something I talked about on the air. After they would walk away, she would ask why I didn’t introduce her. I would tell her that I have no idea who that was. She couldn’t understand how I could have these conversations about personal stuff with somebody when I had no idea who it was. That is very common when you talk about personal connections on your show. How do you reveal things? People will get to know you. You never know what will connect. Listeners grab onto the most everyday stuff. It is something that happened with your kid. Or the hockey rink in your backyard. Or the pothole you hit on the way to work today. If you are doing a show about gun control, how do you link potholes to gun control? Journal until you find the link. It doesn’t need to be perfect. Journal. There is a connection there. My story here links Josh to storytelling. It was a great conference. I love when people ask great questions. My lectures really get into conversations. That’s what it is all about. That’s why I do this. I feel like we are developing a relationship. They actually trust me enough and care enough to ask questions. We are beginning to develop something here. The feedback and questions really make me feel like my presentation was validated. Even after the presentation, many came up to ask additional questions. Probably 10 or 12. Which was great, since it was the final presentation of the day. What a great way to finish the weekend.
Four different personal connections in that journal entry.
Now, let’s look at each personal connection and turn that into an engaging introduction. My topic for this episode is the power of great storytelling in podcasts. I want to encourage podcasters to use stories to get their audience to know, like and trust them. What stories can I use to make my point?
Before we create our introduction, we need to determine what we hope to make our audience feel.
Max’s great story about his father.
Like many of us, Max couldn’t find the courage to share his stories about his father. He didn’t feel anyone would care. Max eventually left my station to work at one of the big stations in Chicago.
With this connection, I hope to make the audience gain confidence and know that even the radio personalities in the biggest markets in the U.S. have some self doubt. It is natural. Let’s begin the story there.
“Fearing what people will think about you when you share personal stories is natural. Even radio personalities in some of the biggest cities in the U.S. have that self doubt. I once had a morning guy working for me who would tell me these great stories about his father …”
I’m sometimes afraid to reveal what I truly believe, because I worry what people think about me.
This is very similar to the the previous story. I can use the same style. Even I get a little nervous about what people will think. Using this connection, I again hope to give my listener confidence.
“Fearing what people will think about you when you share personal stories is natural. Even I encounter that self doubt. At Podcast Movement, I was a little nervous how my presentation would go over with the group of my peers.”
She couldn’t understand how I could have these conversations about personal stuff with somebody when I had no idea who it was.
With this personal connection, I want you to understand that you will be surprised what connects with your listeners. Some of the smallest asides will endear you to your listener. There will be times when your listener will mention things you do not even remember talking about. We can begin our story there.
“There are times when listeners will stop me to mention some of the must mundane things mentioned on my show. My wife and I were walking through the arena where I announce hockey games. We were stopped by a listener I didn’t know personally.”
The feedback and questions really make me feel like my presentation was validated.
With this personal connection, I want listeners to see the payoff that comes with powerful storytelling. If you use storytelling correctly, the end result can be very fulfilling and inspiring. I want this story to empower and encourage you to share your stories. Let’s start the story there.
“Have you ever been unsure about sharing your thoughts and opinions? I was a little nervous about giving my Podcast Movement storytelling presentation to a group of solid podcaster. By the time I finished sharing my stories and real life examples like Lee Brice and Walt Disney, I received some great questions that really validated my process. I was even more excited about helping people with my knowledge and information.”
There are four examples of how I journal to create great stories for my show. There are really four steps. Journal for 5 minutes. Find the personal connections within your writing. Determine what you want to make your audience feel and the point you want to make. Finally, turn that into your engaging introduction.
Telling great stories within your podcast will help your listener know, like and trust you. The details and personal connections you include will tell your listener about your beliefs, morals, dreams, dependability, experience, reputation, honesty and reliability.
As your listener begins to know you through these stories, she will determine whether or not she likes you. It is better to have some love you and some hate you rather than have a bunch of people on the fence. If they rate you a 3 on a 1-to-5 scale, they are basically saying they don’t care.
Create some passion. As long as you have more “loves” than “hates”, you’re on the way to a win.
Not everyone loves Harley Davidson motorcycles. There are people who love Harley and wear their colors proudly. Then, there are others who wouldn’t be caught dead riding a Harley. It doesn’t fit their personality. Nobody goes shopping for a new vehicle and says, “Oh, maybe I’ll buy a Harley or maybe I’ll buy a Volvo. I’m ok with either one.” Create a passionate tribe.
You can then build trust after your listener has had a chance to know you and decide if they like you. By trusting your audience with your personal feelings, they will begin to trust you by the law of reciprocity. When you give to someone, they will feel compelled to give back to you in return.
The process sounds easy. However, it takes practice. If you would like my help, let me know. I would love to teach you the process.
I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
If you would like to have your show reviewed on The Podcast Review Show with Dave Jackson and me, click here. We are looking for great guests who would like to improve their shows.
You can also find other tools including worksheets, a workbook and videos to help you create great content at www.PodcastTalentCoach.com.
Let’s turn your information into engaging entertainment.
Secrets to Know, Like and Trust – PTC Episode 057
Four Essential Elements of Powerful Storytelling
WHY STORYTELLING
Have you noticed a lot of the business interview podcasts sound the same? We are hearing the same guests answer the same questions time and time again. How do you become unique in this sea of sameness?
Storytelling can transform your podcast. Your personal experiences and stories make you unique. No one has experienced the things you have experienced in the same way you have. If you want to stand out from every other podcast, share your personal stories during your show.
People do business with other people they know, like and trust. Your stories create that knowledge. That is where true friendships begin.
Stories help define your character and personality. If you want your listener to get to know you, share those personal connections. Connect, motivate and inspire your audience with your stories.
Your personal experiences are the only way to make the content your own. Great songwriters do it. Great filmmakers do it. Share your stories and stand out.
ENGAGEMENT
In podcasting, you cannot afford to be boring. Interest in your story never remains constant. Your information can only become entertainment when interest is rising. A great story continues to develop the plot and raise the interest.
To create engagement, tell great stories. Keep the interest of your listener rising.
Date your listeners. You need to earn the privilege of talking to people who want to be talked to and selling things to people who want to be sold to. To earn that privilege, you need to build friendship.
Great friendships are developed through self revelation. When you share your personal thoughts and feelings with an individual through stories, you begin to create a bond with that person. It is life enrichment. Making our lives better through friendship is the reason we do not live is seclusion.
Over time, sharing stories will begin to build trust with your listener. Your stories share your values and beliefs.
Practice becoming a great storyteller.
GREAT STORYTELLERS
Practice being a great storyteller. Have the courage to listen to yourself. Hear and have courage to record your personal connections to the events happening around you.
When you use your podcast to create friendships, you are asking people to spend time with your every week. People share time with others that they like. They are asking themselves, “Would I enjoy taking a one-hour car ride with this person every week?”
People listen to audio while they drive, run and workout so they are not alone. They use the audio as companionship. Let your listener get to know you.
Your stories will also let others live vicariously through you. Your listener can enjoy your story of struggle and success without enduring the hard work and pain. Let them enjoy your stories.
ELEMENTS OF GREAT STORIES
There are four essential elements of great stories.
Engaging introduction
Reveal the details
Powerful Resolution
What else?
Engaging Introduction
Give them a reason to care. What do you want the audience to feel? Your stories make you human. Will it be humorous, compelling or tragic. My talent coach Bill McMahon would always ask, “What do you hope to make the audience laugh at, marvel at or better understand?”
Your listener can experience various emotions through your stories. You could elicit joy, sympathy, empathy, anger, tragedy, tenderness, humor, rage, patriotism or many others. Emotions make that personal connection to your story.
Pull your listener into the story. Your engaging introduction is a roadmap. It should be a solid headline that tells your listener exactly where your story will go. “Tell me if I’m gonna go to Hell for this…”
Reveal the details
Details are more believable than generalities. Your details will make your story come to life.
When you develop your details, use all 5 senses. Draw the picture in the mind’s eye of your listener. Make the story come to life. Put your listener right there in the moment. This is theater of the mind.
Your details reveal specifics about your thoughts, beliefs and character.
Resolution
Your resolution should be a powerful reframing of introduction. Your will know when you reach your conclusion when you have successfully achieved the emotional goal set at the beginning. What did you hope to make your audience laugh at, marvel at or better understand? When you’ve achieved that goal, get to the resolution.
What else?
Asking “What Else” will transform your show. Let your story lead to something bigger. Maybe you turn your story into a discussion on Facebook. Maybe your story leads into an interview. What else can you do with it? Create some great entertainment.
HOW YOU CAN BE A STORYTELLER
What do you want to make your listener feel?
What is the engaging set up?
How will it be revealed in the story with vivid details?
What is the resolution?
What else can you do with it?
I’d love to help you create great stories with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
You can also find other tools including worksheets, a workbook and videos to help you create great content at www.PodcastTalentCoach.com.
Let’s turn your information into engaging entertainment.
Podcast Movement 2014 was held in Dallas, Texas August 16th & 17th. For an inaugural event, PM14 was well run and full of great information. The guys did an amazing job putting it together.
Earlier this year, Dan Franks reached out to me and asked if I would present a session at PM14. I was truly honored. My session on the power of storytelling went over very well. Many people came to the stage after my session to tell me how useful they found the information. I really appreciated the feedback.
I am already looking forward to Podcast Movement 2015 in Fort Worth, Texas.
My notebook filled with great notes from PM14. On this episode, I want to share with you my 11 top takeaways from the event. I hope these spark a little something in your to move your podcast forward and transform your content.
1. Have a plan to make money.
This came from Chris Brogan’s Keynote “Podcasting As A Business Driver”. If you want to support your habit/hobby, have a plan to generate income. This could be from your product, service or other income stream. Figure out how to cover your cost at a minimum.
2. Copy = Pale Imitation = Ignored.
Srinivas Rao offered this insight in his Keynote “Genuine Curiosity – The Fuel Behind The Fire”. Chris Brogan said, “No one ever won a race looking sideways.” Be brave and have the courage to be unique. Tell some great stories.
3. What is your brand personality?
Who are you really and who do your clients need you to be? Kristin Thompson asked these questions during her session “Rock Your Talk & Profit Big … Beyond The Podcast”. Define your brand personality. Then, thread it through everything you do.
4. Don’t use white in your logo.
This was mentioned during “Top Podcasters Share Three Success Secrets For Podcasting”. It was a panel discussion with Michael Stelzner, Cliff Ravenscraft, and Chris Brogan. If you want it to stand out in iTunes store, get rid of the white. Make your logo pop.
5. Involve others.
During his session “10 Ways to Take Your Podcast From Average To Amazing”, Daniel J. Lewis suggested you use interviews, conversations, and shared presentations to get others involved with your show. Empower your audience to share your content. Delegate others to help you achieve tasks.
6. #1 goal of podcast marketing is opt-in.
Tim Paige mentioned this in his session “The Top 7 Ways To Grow Your Podcast And Turn Listeners Into Leads”. We’ve heard it many times that the money is in the list. Use your podcast to grow your list every opportunity that you get.
7. Think of your avatar in the car or excercising. What can you provide to make the experience better?
This was a great piece of advice from Jaime Tardy during her Keynote “The Future Of Podcasting”. If you want to connect and engage with your audience, put yourself in their shoes.
8. Learn what the knobs do.
To learn your equipment and what it does, press record and narrate your actions as you turn knobs. Hear how it sounds. This was a tip offered by Dave Jackson in his session “The Art Of Editing Audio – Finding The Diamond In The Rough”. What better way to figure out what all of those knobs do other than tinkering with it.
9. Ask your tribe questions about what they struggle with.
Jessica Kupferman’s session was titled “Your Commmunity Of Kindred Spirits: Why, How and When To Build One”. She offered this tidbit while helping us discover the power and connection of a community.
10. Give your guests resources to promote your show after they are on.
This came during a panel discussion called “Promote Your Podcast The Right (And Unique) Way”. If you want your guests to promote your show after they appear, make it easy for them. Give them graphics, quotes or audio clips they can use to help spread the word.
11. Comfort and awesome usually do not overlap.
I loved this line. It was another from Chris Brogan during his Keynote “Podcasting As A Business Driver”. Be brave. Try something new. Be unique. Have the courage to step out and tell personal stories that cannot be copied. That’s when you’ll get noticed. Don’t be comforable. Be awesome.
I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
You can also find other tools including worksheets, a workbook and videos to help you create great content at www.PodcastTalentCoach.com.
Let’s turn your information into engaging entertainment.
Hi Erik, thanks for your awesome podcast. I have one question for you You define your avatar with a bunch of well-crafted questions, but where do you get the data to answer them? Is it hard data you have got from your following (if any)? Is it just a fruit of your imagination? Is it a mix of both? How much of the avatar is based on hard data, and how much is a projection of yourself defining it? Thanks and keep up the awesome work! -Alessandro
Great question, Alessandro! It is actually a little bit of both. It will evolve over time.
Our goal is to create a vision of that one, unique, ideal listener.
There are really three steps to creating your ideal listener. Each step relates to the life cycle of your podcast.
Step 1
If you are just starting out, you need to create your ideal customer out of your imagination.
Who would you like your ideal customer to be? Start there.
Who do you want?
Who will listen and get involved
Who will be best served by your content
Who will buy your stuff
Step 2
Once you begin to get some feedback from your audience, refine your target with that information.
Who is posting in your comments
Who is sending your e-mail
Who is asking for more information
Step 3
Finally, when you have an audience of decent size, survey them.
It does not need to be a formal survey
One of strongest is an e-mail often used that simply says “where an I help you”
To get specific demographic info, you will need a formal survey
Ask questions that will help you know and serve them better
Do not ask questions that will not give you info you can use and will only waste the time of your listener
Overall, you want your avatar to represent that individual that in most engaged with your show and likely to take action when you make that request.
Audience Of One
Knowing your target audience will allow you to treat your audience as an audience of one.
As you are creating your podcast, treat your audience like you are talking to each person individually. This is critical when creating a trusting relationship with your audience.
I hear many shows address their audience as a group with comments like “hello everyone” or “hey guys”. Each person in your audience is listening to you as an individual. Audio is a very personal medium. Many times, they are listening with headphones. It is just you and her. Talk to her just like that.
Addressing a crowd on the radio began when radio began. As radio was just being created, station owners needed content to broadcast. Radio programming began with rebroadcasting live, theater events. The person on the stage would address the crowd as “ladies and gentleman”.
As radio progressed, live audiences were eliminated. However, people on the radio continued to address the audience as a group. It was fitting. The family still gathered around the radio before television was introduced to the family room. An on-air personality could address the audience as a group and be justified in doing so.
Radio then became a personal medium. The television replaced the radio as family entertainment. In-car and headphones became the preferred method of radio listening. Each listener was now creating images and visions in his or her own head that were unique to their imagination. Their thoughts were different from those of any other listener. The conversation was now between the person on the air and the individual listening.
Unfortunately, radio personalities continued to address the listener as a group. “It has always been done this way.” The disconnect began.
Podcasts are even more individualistic than radio. Most people select a podcast because of their own tastes. Groupthink does not play a factor as it would to select a movie or television show for the family. It is one person listening on their own to a show that interests them.
If you are talking to your listener as if they are in a group, using plural terms like everyone and you guys and you all, your listener will wonder who you are addressing. They will think, “You guys? I’m listening by myself. Who are you talking to?” In the end, they will not follow your call-to-action, because they will think someone else in your “group” will handle it. Talk to an audience of one and build that relationship with each listener individually.
I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
You can also find other tools including worksheets, a workbook and videos to help you create great content at www.PodcastTalentCoach.com.
Let’s turn your information into engaging entertainment.
I received a piece of feedback from Kenn Blanchard the other day. He said he was inspired so much by my “chit chat” episode that he went back into the studio to completely rerecord his latest episode.
We talk a lot about the help you provide people with your podcast. As you create your content, keep in mind that you never know who you might be helping or how much that help may mean.
Gary Vaynerchuk has an entire chapter in his book “Crush It” devoted to care. It is probably the easiest chapter you will ever read. It is also possibly the toughest chapter to execute well.
Extra Mile
It is unfortunate in business today that “going the extra mile” isn’t even necessary to stand out most of the time. Being consistent and delivering on your brand’s promise will usually make you better than most of the competition.
It amazes me that delivering a simple recap after the job is complete to one of our clients can create astonishment on their part. They are so numb to the average lack of care from their other suppliers that any sense of attention will get them to take notice.
I’ve seen many, many bands go through the motions. I am not trying to make excuses. However, It’s like a couple trying to get back together after a breakup. The relationship ended for a reason the first time. Getting together again may be good for a beer. Any longer will probably only make you realize why you broke up in the first place … even when you’re making hundreds of thousands of dollars to do it.
Trust Circle
You can’t shout your way into a person’s trust circle. They only way to gain trust is to add value. Give them something they can use. Building trust is the foundation of revenue generation for your podcast.
As you build trusting relationships with your podcast, continue to ask yourself, “How am I helping my listener?” Continue to give, and the trust will develop over time.
When you begin every discussion with your product, needs or wants, people will tune you out. You will begin to sound (and be treated) like advertisements for used cars. Shouting doesn’t work. Your listener won’t care and will rarely return.
Serve first, many times over. Then and only then can you effectively sell.
Shows like the 48 Days To The Work You Love, School of Podcasting and Internet Business Mastery are all designed to help their listeners first. Sure, they all have products to sell as the end result. However, they never begin with their product. The discussions on these shows always begin with the listener’s needs in mind first.
As you prepare for your show, find great ways to help. Your help may come in the form of entertainment. You may serve as companionship for your podcast listener. Help them find other forms of companionship as well. If your podcast is only one hour per week, there are 167 more hours in the week that aren’t occupied by your show. Your listeners will surely need more companionship to fill a few of those hours. Help your audience fill those hours, too.
Let’s Help Each Other
I would love to answer any question you might have. I have been in broadcasting for well over 20 years. Coaching on-air radio talent has been part of my day-to-day role since 1995. Studying and developing marketing and promotional campaigns for our radio stations and clients is also something I do on a regular basis.
If you could use some help in any of these areas, please shoot me an e-mail at Coach@PodcastTalentCoach.com.
Your questions will help me refine my show. You will help me select topics. It will also make the show much more enjoyable for you. I would love to hear your questions and offer you podcast help.
If you could take a minute to shoot me an e-mail, or even comment on any of my posts that may have helped you, I would truly appreciate it. Making this show better is always my goal.
Let me know how I can help you. In turn, let’s help each other.
I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
You can also find other tools including worksheets, a workbook and videos to help you create great content at www.PodcastTalentCoach.com.
Let’s turn your information into engaging entertainment.
As I was grabbing a quick bite to eat at the local fast food restaurant earlier this week, I was reminded we are all an expert at something to someone.
After ordering my food, I pulled up to the drive thru window of the fast food restaurant to pay. My total came to $4.38. I handed the kid in the window $5.38. The amount completely puzzled him.
He looked at the currency for quite some time. I was beginning to think he didn’t realize I needed change. After what seemed like two minutes, he looked around for his manager.
When he realized his manager was helping another customer, he looked back at the money trying to devise a plan B.
The kid finally stuck his head into the window and asked, “Are you good at math?”
I said, “The total was $4.38, right?” He replied with, “Yeah.” I said, “You owe me a dollar.”
“Oh, that’s what I thought,” he replied with relief as he ducked to the register to retrieve my dollar.
At that point, I realized we are all an expert to somebody. Even people who do not normally deal in American currency could probably guess that $5.38 minus $4.38 equals $1. To this kid, I could have been Newton or Archimedes or Pythagoras.
You may not feel you are an expert in your field, because you don’t have the experience or success equal to others. On the other hand, realize you have more experience than the beginner.
If you think about where you were two years ago, you are much more experienced than a person in that position now. Help those folks make the two-year journey to get to the point where you are now.
Six Ways To Demonstrate Your Expertise
Help people learn what you know.
Help people find the tools you have discovered through your journey.
Help people find the right people in the industry where they can learn more.
Find people who are in a position that you have conquered.
Share your stories of triumph and woe to encourage those following behind you.
Help those that do not have quite as much knowledge and experience that you have.
If you have been in your field for any length of time, there will always be somebody with less experience than you. Find those people, and help them succeed.
You may not be number one in the field. That doesn’t matter. You can always be seen as an expert in the eyes of someone at some point. You simply need to find them. Then, help them in your expert sort of way. Who knows, maybe you are good at math.
I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
You can also find other tools including worksheets, a workbook and videos to help you create great content at www.PodcastTalentCoach.com.
Let’s turn your information into engaging entertainment.
Chit Chat at the beginning of your podcast has long been discussed. Is it appropriate? How much is too much? When are you wasting the time of the pirates listening?
I was listening to a marketing podcast once. I just about gave up and moved onto another show. I had to force myself to stick with it. You would have thought they may have uploaded the wrong show.
Here is the opening of the podcast. I’ve eliminated the names and other identifying parts. I really don’t intend to call out anyone. I simply want to show you how chit chat can destroy your engagement.
Show host: Welcome to (marketing podcast). I’m your host (host name). (website). We’ve got a couple people hangin’ out in the live chat with us. (chat link) And you know, I shouldn’t say that, because I’ve taken the link down from the site. But if you’re listening and wanna see the schedule, it is fairly current. Although, not exactly throughout the summer. I am joined today, as I frequently am lately, by (co-host name) of (other show name). How’s it goin’ (co-host name)?
Co-host: It is wonderful up here.
Show host: Is the … uh … now you guys probably didn’t have a lot of snow like we didn’t have a lot of snow, which I’m still bummed about. But, I’m trying not to talk about it. How’s your … how’s your weather in ____?
Co-host: It’s pretty good. It’s, uh … it’s been a pretty warm winter.
They proceeded to discuss the Celsius to Fahrenheit conversion for the first 10 minutes of the 30-minute show. At 10:45 into the show, host says, “Should we get into some questions?”
This is a show designed to coach businesses to attract more customers.
How did we get lost down some path about temperature conversions?
I’m not even sure I can say it got lost. The show never laid out the expectations of the show. Neither does the show title. As I’ve written before, the opening of the show must tell your audience what the show is all about right at the beginning. Let your listener know what to expect. Assume they are listening to the show for the very first time.
Six minutes into the show, they actually say, “You’re safe by now skipping over the first 10 minutes” of the show. What!?! You’ve got me, now you’re actually telling me this isn’t worth my time?
At this point they aren’t really lost. They are well aware they are wasting my time. There are over 100,000 podcasts available. These shows are all trying to attract me. These guys actually have me paying attention (the tough part) and are wasting the incredible opportunity. What are the chances I’ll actually be back?
In addition to the chit chat that has absolutely nothing to do with the topic, they gave you info at the open of the show that you can’t even act on. They gave you a chat link that isn’t even active anymore. They gave you a schedule which is “fairly” current, “although not exactly”. Then, they tell me I can skip over this part of the show.
This sort of chit chat destroys your credibility and trust. People have come to hear you deliver on your promise of your topic. Talking for ten minutes about the weather does not accomplish that, unless you are the Weather Channel podcast.
Your show must deliver on the brand promise right out of the box. That is the key to audience engagement. Your listener has come to your show for a reason. If you get lost on some tangent, your audience will be gone in a heartbeat.
In this case, there are many podcasts available dealing with marketing. Instead of continuing to listen to this podcast, I moved on and found the “Unpodcast” with Scott Stratten. Scott was one of the keynote speakers at NMX2014. Scott has a bit of chit chat in his episodes. The difference is the relevance of Scott’s chit chat to his topic.
Chit chat during your show is appropriate if you can link it back to your topic. Let’s say you open your show with, “My local television news did an amazing marketing job getting in front of 100,000 people this weekend at the sporting event simply by keeping fans up to speed on the weather.” If you follow that with some chit chat about how crazy the weather has been and how the station used that to their marketing advantage, you have linked it to your topic.
Chit chat here is perfectly acceptable. It makes sense.
If you are talking about the new studio you have built on a show about podcasting, that would be completely understandable.
If you are talking about your weekend fishing and have no way to link it to your podcast about automobile parts, you are wasting time.
It is a fine line. If the information supports your topic, you are on the right path. If it does not fit with the subject matter at hand, find another story that does.
Lay out the expectations in your introduction. Deliver on those expectations immediately. If you find you’re getting off on a tangent, get back on track as soon as possible.
You will quickly find you are talking to yourself if your listener says to themselves, “I think we’re lost.”
Intriguing Introduction
Use a great, personal story to lead with an intriguing introduction. This is where chit chat comes in handy. It is a personal, chit chat story that will engage people. Your chit chat brings them into the topic for this episode.
This is true for your podcast in general as well as each individual topic. Your intriguing introduction should hook your audience, let them know exactly what to expect, and allow them to enjoy the story.
What do you hope your audience will take away from this particular discussion? Your introduction should spell it out. It should set up what is to come.
If your goal is to make your listener laugh at your misfortune over the weekend, lead with it. “This weekend was so disastrous, I wouldn’t have had time for anything else to go wrong even if I tried.” The audience will now have time to enjoy the vivid details of your horrible weekend rather than trying to figure out what point you are trying to make.
When you begin your story with the details, your listener spends energy trying to determine the point you are trying to make. They are trying to figure out what the story is about.
Have you ever been stuck listening to someone tell a story while you’re thinking, “Will he ever get to the point?” That is what we are trying to avoid.
Here is an example of a story you might hear. “This weekend we went to the mall. It was just the two of us. We were looking for a gift for my dad.” Are we telling a story about finding gifts? Is this story just recapping the weekend? Maybe it is about my dad. You don’t know. I haven’t told you. There is no lead to this story.
To hook your audience and allow them to truly enjoy the story, lead with an intriguing introduction.
I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
You can also find other tools including worksheets, a workbook and videos to help you create great content at www.PodcastTalentCoach.com.
Let’s turn your information into engaging entertainment.
Why I Ignore Podcast Critics (And Maybe You Should Too)
PTC Episode 051
There are a few reasons why I ignore critics, and maybe you should, too.
I was listening to Pat Flynn’s “Smart Passive Income” podcast today. Pat received some feedback that was crtical of his style and motivation. The critic felt Pat was putting on a unauthentic persona in order to sell affiliate programs.
Pat spent a bit of time at the beginning of the episode explaining his approach and defending his character. He didn’t get defensive. His comments were positive toward his critic. Some great points were offered which made me like Pat even more.
I love Pat’s show. He sounds like a great guy. I just think he is wasting his time trying to persuade a critic to change his mind.
There are five reasons I tend to ignore critics like this.
Mic Time
By spending time on negative comments, you’re just giving the trolls exposure. The time on your show is valuable. Use it for great content. Do not let the trolls hijack your podcast. You’ve worked hard to attract the attention of your audience. Trolls do not deserve the attention.
Constructive Criticism
Yes, I find constructive criticism valuable. However, critics are rarely motivated to help you. They typically have the desire to tear you down to their level. If they cannot have success, they do not want you to succeed either. Giving them attention just feeds their appetite to be critics.
Representation
One person is not representative of your entire audience. It is so easy for us to get derailed by a negative comment. We can receive 40 compliments. Then, one negative e-mail will completely destroy our confidence. Remember, one e-mail only equals one e-mail. It is one person.
Self Doubt
We all fight the impostor syndrome. Am I good enough? Will anyone take me seriously? Who am I to be an expert on this topic? It is common to battle that everyday.
Critics just feed that syndrome. You already have enough self doubt. There is no need to allow critics to feed that fire. Beat them down. Ignore them.
Your Target
Critics will never be your target audience. If you are selling an idea or product, critics will never be the group that buys what you are selling. No matter how hard you try to convince the critic that you are correct, they will always be skeptical. You are wasting your time on the critic. Focus on the people that love what you do.
Jeff Walker addresses this topic in his new book “Launch”. He says, “All of us have people we want to connect with better than others … The last thing you want is a lot of prospects and clients who aren’t a good fit for you … You want to be sure you attract YOUR people into your business.”
Maybe You Should
On the other hand, maybe you should give your critics some attention. If you have thick skin, giving your critics some attention can strengthen the support of your fans. When you read some negative feedback, you fans will step up to support and defend you.
I am not talking about trying to attract attention to yourself or manipulating your audience. However, if you have a strong, supportive community, you may find them defending you before you even have a chance to mention the critic.
Dave Ramsey does this on his show quite often. He makes it quite entertaining, and it strengthens the support of his tribe.
You really need to have strong self esteem to make this happen. You need to be strong in battling the impostor syndrome to try this approach. If you truly believe in what you do, you can use critics to your advantage.
If you find yourself creeping into self doubt, remove the trolls from your life. Don’t let them bring you down. You are great at what you do. Superserve your fans. Let the critics seep back into the darkness and feed on somebody else.
I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
You can also find other tools including worksheets, a workbook and videos to help you create great content at www.PodcastTalentCoach.com.
Let’s turn your information into engaging entertainment.
Today, we discuss how you can follow 8 questions to better podcasts.
On the Podcast Review Show the other night, Dave Jackson mentioned he was reviewing his own episode and discovered something he could do to make his show better. I’m a big proponent of show reviews in real time in order to get better. One of my free worksheets at PodcastTalentCoach.com is dedicated to reviewing your show. Here are eight of the questions on that worksheet that can help you improve your podcast.
Pick an episode from a few weeks back. Listen to it in real time. Then…
Ask yourself these questions
Did you accomplish the goals you set for this episode?
How did you make the audience care?
How did you include the listener, making them part of the story?
Where were the “oh wow” moments?
What was memorable about the show?
At what points did you introduce and reset the show/topic?
What stories did you tell?
Where did you use active language? (walking instead of walked, eating, not ate)
How do I get more podcast traffic? I hear that question all of the time. I recently conducted a survey of my subscribers. The question asked most often had something to do with traffic and engagement with their podcast. “How do I get more podcast traffic?”
I knew the subject was a hot topic, because I see discussions everywhere. How many product launches have you seen that promise to teach you how to get more traffic?
In 1962, Time magazine called David Ogilvy “the most sought-after wizard in today’s advertising industry.” David Ogilvy is quoted as saying, “Great marketing only makes a bad product fail faster.” Be careful what you wish for.
First, make your product great. Then, bring people to the party.
Let’s make your content engaging and memorable before we invite your prospects to the show. If you create a unique experience, your engagement will be much more effective when people come to the party.
Let’s discuss how we become unique. Then, let’s discuss a few organic ways to gain some attention.
Create your own style
Don’t try to be somebody else. You are best at being you.
Create you own show structure. There are enough knockoffs.
Highlight your sense of humor.
Tell stories that define your character.
Discuss topics that interest you. Be interesting by being interested.
Remove the clichés
Definition of cliché: a trite, stereotyped expression; a sentence or phrase, usually expressing a popular or common thought or idea, that has lost originality, ingenuity, and impact by long overuse.
If you want to sound unique and original, replace your clichés with something fresh.
When you use the same phrases used by everyone else, you become vanilla.
If you want to be unique, grab a thesaurus and find some new words
Be memorable
What can you do on the show this week that hasn’t been done before?
Listen to Dave Jackson on his 400th episode of “School of Podcasting” where he was hi jacked by the Binky & The Wiz morning show. You won’t hear that on any other show.
Some loved it. Some hated it. Everyone that heard it remembered it.
Removing every flaw and sterilizing your show will not make it memorable.
Be audacious. Be adventuresome. Be creative.
Be boisterous … sometimes.
Be tender other times.
Do it in a way that only you can do it.
Brainstorm until you have something exciting.
Sell The Sizzle
People do not buy products. They buy what the product can do for them.
You don’t go to a restaurant to buy a steak. You go the restaurant, because you’re hungry and want one of your favorite dishes. You want that tender piece of meat that you can cut with a butter knife. The one that will just melt in your mouth, because it is the best steak around. It is cooked perfectly. You are not rushing in there because the cow was corn-fed and aged to perfection. Who cares. Those are attributes, not benefits. Does it taste great? Will it fill me up? Does it remind me of the great family dinners we used to have when I was a kid? I’m in. Those are the benefits.
Sell the sizzle, not the steak.
Now that we have a great product, how to we bring people to the party?
Sure you could buy all of those expensive products or a bunch of Facebook ads. I’m sure they work.
There is an easier way. And, it is free.
Get your name out there by getting involved.
Getting Involved
How many podcasts do you listen to that beg you to get involved with the show? Email us. Leave us a voicemail. Post on our Facebook page. Find us on Twitter. Don’t forget that we have a speakpipe link on the website. Use a carrier pigeon. There are a million ways. Everyone wants engagement.
When you reach out and engage with others, they include you on the show. This does two things.
First, it puts you in front of their audience. That could bring a new audience to your show.
Second, through the Law of Reciprocity, the host of the show may be more inclined to engage with your show. A little thank you gesture. What goes around comes around.
Reciprocity in social psychology refers to responding to a positive action with another positive action, rewarding kind actions. When you do something nice for someone, they feel inclined to do something nice for you in return.
Gary Vaynerchuk spends an great deal of time discussing this in his book “Crush It”. It is a great book that I highly recommend.
Gary basically says, “Put your stuff out there. Then, go engage with everyone else.” Be seen. Meet people where THEY live.
Then, be patient.
You won’t get 100,000 listeners immediately. Grow slowly. Adjust and get it right as you progress. Build the foundation.
As Gary says, “do it again, and again, and again, and again.” Keep engaging. They will come. It only takes your time.
Schedule 30 minutes a day to interact with your audience where they are. You will eventually build the traffic you desire.
Get more podcast traffic, but first be unique.
Create your own style
Remove the clichés
Be memorable
Sell the sizzle
Get involved
I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
Have you noticed a lot of the business interview podcasts sound the same? We are hearing the same guests answer the same questions time and time again. How do you become unique in this sea of sameness?
Storytelling transforms your podcast.
People do business with people they know, like and trust. Stories help you develop that knowledge, likability and trust.
Your stories define you and will touch many more people than typical information. The stories you tell and the details you include reveal many things about you. That begins to develop that like and trust.
It can be a bit scary to reveal things about yourself on your podcast. Develop the ability to recognize your unique thoughts and the courage to reveal them on your show.
Two radio coaches have influenced me greatly over the years. They each have similar views on storytelling.
Radio consultant Randy Lane says use stories to “make it human by making it humorous, compelling or tragic”.
Radio talent coach Bill McMahon suggests you decide what you hope to make your audience “Laugh at, marvel at or better understand.”
How do you want your audience to feel after hearing your story? Frame that feeling in your engaging introduction. Decide what you hope to reveal about yourself with the story.
Stories help you connect, motivate and inspire.
There are four parts to the storytelling structure.
Engaging introduction
This pulls your listener right into the story. Your introduction should tell your listener exactly where the story is headed.
Vivid details
How will your emotion be revealed in the story? Use vivid details to make your story come to life in the theater of the mind.
Powerful conclusion
Wrap up the story by reframing of your engaging introduction.
What else?
Asking “What Else” will transform your show. Don’t let the story simply end and fade away. Turn it into something powerful.
Many treat a subject in a similar manner. That is why we hear the same style of interview. If you want to stand out and be different, transform you content by using your unique style.
“What Else” can we do with a compelling story? You could create a video, continue the conversation on social media, follow up with listener input in the following episode or various other things. Let your story lead to something bigger.
Ask “what else can we do” and see where it leads.
Storytelling transforms your podcast.
A few housekeeping notes this week.
Coupon code ends this week!
Get a one-hour coaching session with Dave Jackson and me for only $50 if you act before June 30, 2014.
Dave and I are now hosting the Podcast Review Show together. Our guests appear on the show to have their podcast reviewed by the two of us.
Typically, hiring the two of us individually for an hour would be hundreds of dollars. Not only do you get an hour of consulting from us on this show, you get to plug your show for a sixty minutes.
Our guests typically pay $99 to be featured on the show. Dave and I have decided to cut you a break. By using the code “coach50”, you can appear on the show for only $50.
You get half off. Still an hour. Still feedback from both of us. Still plugging your show. Half the price.
The code is “coach50”. This deal ends June 30, 2014. Get in on it now before we close it.
If you are truly serious about building your podcast, improving your show and increasing your traffic, you should also be attending the Podcast Movement in Dallas on August 16 & 17.
Find my affiliate link online at PodcastTalentCoach.com. We are only 8 weeks away from the Podcast Movement. Register today.
I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
I was listening to an interview CD that accompanies each issue of Success magazine. Publisher Darren Hardy was talking with Founder and President of Piranha Marketing, Inc. Joe Polish. During that interview, Mr. Polish proclaimed great marketing makes selling easy and unnecessary. It makes your call to action powerful.
Selling is Easy
You may not be selling in the traditional sense of products or services in exchange for money. However, you are making a call-to-action within your podcast. It may be selling for money. It may also be inviting your listener to come again, asking him to visit your website, requesting that she join your mailing list, inspiring him to get involved with a cause or any other action. It all involves selling yourself.
Polish’s statement was bold. As he went on to explain himself, Polish made perfect sense. In fact, his comments were very similar to the marketing and branding information we’ve been discussing with regard to your podcast.
We have discussed the call-to-action in previous episodes of Podcast Talent Coach. We simply need to determine what we hope to accomplish with our podcast episode before we begin recording.
In summary, Polish said great marketing gets people properly positioned, so they are pre-interested, pre-motivated, pre-qualified, and predisposed to do business with you (or act on your call-to-action). Great marketing therefore makes selling easy and unnecessarily.
If you have truly engaged your listener and created that strong relationship we’ve been discussing, the selling should take care of itself. Selling becomes difficult when you are trying to get your listener interested. Selling before your listener is motivated is a challenge. Trying to sell to a listener that isn’t qualified is hard work. If your listener isn’t predisposed to taking action, you will need to sell hard.
Building relationships with your podcast involves telling great stories. Revealing things about yourself through stories makes you real. Your listeners get to know and like you. As you continue to help them over time, you build the trust they seek.
When you have taken the time to build the relationship, your listener will be pre-interested, pre-motivated, pre-qualified, and predisposed to do business with you. They will be ready to buy. Selling, in terms of convincing your listener to buy, will be unnecessary. Your marketing and engaging relationship will have them ready for your call-to-action.
Do the hard work up front to make selling easy.
Shouting Will Not Help You
You can’t shout your way into a person’s trust circle. They only way to gain trust is to add value. Give them something they can use. Building trust is the foundation of revenue generation for your podcast.
As you build trusting relationships with your podcast, continue to ask yourself, “How am I helping my listener?” Continue to give, and the trust will develop over time.
When you begin every discussion with your product, needs or wants, people will tune you out. You will begin to sound (and be treated) like advertisements for used cars. Shouting doesn’t work. Your listener won’t care and will rarely return.
Serve first, many times over. Then and only then can you effectively sell.
Shows like the “Dave Ramsey Show”, “48 Days To The Work You Love” and “Smart Passive Income” are all designed to help their listeners first. Sure, they all have products to sell as the end result. However, they never begin with their product. The discussions on these shows always begin with the listener’s needs in mind first.
As you prepare for your show, find great ways to help. Your help may come in the form of entertainment. You may serve as companionship for your podcast listener. Help them find other forms of companionship as well. If your podcast is only one hour per week, there are 167 more hours in the week that aren’t occupied by your show. Your listeners will surely need more companionship to fill a few of those hours. Help your audience fill those hours, too.
Are you building trust, or are you shouting?
Ask For The Sale
After you’ve done the hard work building the relationship, don’t forget to ask for the sale.
One afternoon last week, I stopped by the quickie mart to get something to drink. As I waited in line at the cash register, the gentlemen in front of me set his purchase on the counter.
Among his items was a 2-liter bottle of soda. The bottle of soda was $1.69. The clerk said, “Did you know these are on sale two for $2? You can grab another and save yourself some money.”
The customers responds with, “Looks like I need to grab another bottle.”
By simply asking for the sale, the clerk doubled the purchase. The customer also benefitted by saving some money.
In fact, everyone wins in this transaction. The store is paying the clerk an hourly wage whether he sells one bottle of soda or 100. The cost of the clerk’s time to the store remains constant. Wages are the biggest expense to the store when figuring cost of goods sold. Therefore, by adding another bottle of soda to the purchase, even at the lower price, the store makes more money also.
It all happened because the clerk asked for the sale.
This week, review your show to ensure you are building those relationships.
• Start with the listener instead of your product or service
• Determine how you are going to help your listener with this episode
• Put a strong call-to-action at the end of the episode
Let’s Work Together
I would love to help you with your podcast. If you would like to improve your content, call-to-action and business, I have a few openings for coaching clients.
You need to be serious about making some money with your podcast. It may not be millions. However, you need to have the desire to make a little money.
We will work together to build a customized plan for you, your show and your business.
We have to date before we can get serious, right?
I’m offering a complimentary coaching call to a few candidates who are serious about their improvement. We need to see if we are a good fit for each other.
There will be no high pressure sales pitch. We can review your show to see if we work well together. If it clicks, we can lay out a coaching plan for you. If the call is not all you had hoped, no harm. We’ll just continue on as friends.
There is only room for a few. My calendar simply will not allow me to coach everyone.
If you are interested … and serious … e-mail me at Coach@PodcastTalentCoach.com. We can get the conversation started.
This week, we revisit my most popular episode. This episode has been downloaded almost twice as many times as any other episode I have released.
Maybe you missed it. Maybe you caught it and this will be a great refresher. Either way, I have received great feedback on the content and I am sure you will enjoy it.
On this episode, we discuss how to turn you, your content and your podcast into a brand. How do you create that powerful podcast brand to stand out amongst the sea of podcasts that are available online?
Get a one-hour coaching session with Dave Jackson and me for only $50 if you act before June 30, 2014.
Dave and I are now hosting the Podcast Review Show together. Our guests appear on the show to have their podcast reviewed by the two of us.
Typically, hiring the two of us individually for an hour would be hundreds of dollars. Not only do you get an hour of consulting from us on this show, you get to plug your show for a sixty minutes.
Our guests typically pay $99 to be featured on the show. I’ve convinced Dave to cut you a break. By using the code “coach50”, you can appear on the show for only $50.
You get half off. Still an hour. Still feedback from both of us. Still plugging your show. Half the price.
The code is “coach50”. This deal ends June 30, 2014. Get in on it now before we close it.
If you are truly serious about building your podcast, improving your show and increasing your traffic, you should also be attending the Podcast Movement in Dallas on August 16 & 17.
Find my affiliate link online at PodcastTalentCoach.com. We are only 10 weeks away from the Podcast Movement. Register today.
I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
Zig Ziglar used great stories in every point he made. He was a wonderful storyteller.
Dave Jackson and I spoke with the Contractor’s Secret Weapon podcast this week on the Podcast Review Show. They hosts told a great story about earning the #1 spot on Google. The story really helped solidify their points.
You don’t need to include constant stories in your podcast. You only need a few memorable stories to make your podcast stronger.
6 ways stories make your podcast powerful.
Transport your listener to other places using stories
Visual words
Theater of the mind
Would I enjoy taking a one-hour car ride with this person every week?
Develop friendships
Like a one-on-one conversation in a car
Do I know the host by listening to the show?
Reveal things about yourself
People get to know and like you
Stories define your character
People begin to trust you
Let others live vicariously through your stories
They can enjoy your journeys without the risk
May be the reason there are so many entrepreneur podcasts
Stories make you human
Humorous, compelling or tragic
Laugh, marvel, sympathize
Put yourself on the same level as your listener
There are worksheets available on the Podcast Talent Coach website that will help you develop your stories. These worksheets are free. The Show Prep and Topic Development worksheets will be most helpful with your stories.
You can receive further help walking through the worksheets by getting the Podcast Talent Coach Workbook. It is available in paperback HERE and on the Kindle HERE.
To discuss my personalized, one-on-one coaching, you can reach me at Coach@PodcastTalentCoach.com.
If you are truly serious about building your podcast, improving your show and increasing your traffic, you should also be attending the Podcast Movement in Dallas on August 16 & 17. Find my affiliate link online at PodcastTalentCoach.com. Prices increase by $40 on June 1. Act now!
I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
Have you noticed all of the interview shows popping up lately?
It seems everyone wants to have an interview podcast. Many simply copy the other successful interview podcasts and hope to stand out. How can you be different while being the same?
Jared Easley and I were talking the other day. He publishes the wonderful podcast “Starve The Doubts”. We were discussing his approach to make his interview show stand out amongst the sea of sameness.
Jared creates a unique approach to the interview show in a couple different ways. First, he not only has a guest to interview on his show, he also has a guest interviewer join him to ask the questions. This gives the show an extra dimension. The questions on every interview have a little different perspective.
Second, Jared asks unique questions. He opens every show asking about the guests favorite concert. He then sprinkles in “would you rather” and “fill in the blank” questions. Jared does his homework on every guest to create questions that are well-informed.
These two steps help to create a unique interview experience and overall solid, memorable podcast.
Be Memorable
If you want to keep your listener coming back show after show, you need to make them remember to come back. You need to remain top-of-mind for your listener. That is the purpose of audience engagement. Make your listener remember you for something specific about your show.
As you build your show, make it about one thing. Find one particular thing that will be remembered. If you try to be all things to all people, you will water down the show. Everything will be nice. However, isn’t usually truly memorable. You will get lost in the millions of messages your listener receives on a daily basis.
Find one point that you can make amazing. Take it over the top. Make it the “goodbye” scene in “Titanic”. Make it the “I am your father” scene in “Empire Strikes Back” between Luke Skywalker and Darth Vader. Your particular point could be the point where you assure your caller that everything will be ok. It could be the fantastic story of your brush with celebrity. It is your show. Find the magic.
Stir emotion. Make it amazing. Bring your listener back. Be memorable.
Do They Remember?
When you consider the entertainment options podcast listeners have, the importance of creating a powerful brand really becomes apparent.
I searched iTunes for podcasts about hockey. There are hundreds of hockey podcasts available. Thousands and thousands of episodes exist that deal with hockey. You can find various topics, including drills, NHL teams, coaching, fantasy hockey and many more.
How do you stand out? How do you get noticed?
Your listener needs to remember your podcast, so they can return and listen again. That is the way to build a following. It really doesn’t matter how many people listen today. What builds a strong podcast is the number of listeners that come back the next time, and the next time, and the time after that. You build your audience slowly with more listeners this week than you had last week. Get your listener to remember to return.
Using your brand to create strong relationships with your listeners is critical to the health of your podcast. If you are bland, you will get lost in the sea of average. There are over 100,000 podcasts available for consumption. Most of them are average or worse. If you refine your content, turn your information into entertainment, and transform your podcast into powerful relationships, you will easily stand out from the crowd. It is a must not only for your success, but your mere survival. Begin your brand today.
The Memorable Podcast Brand Uses Cows
The unexpected is amusing, delightful and memorable. Being direct assumes your listener cares about your marketing message. They don’t. Your listener cares about his or her needs, wants and desires. Attract their attention by doing the unexpected.
To engage your podcast listener and create a relationship, you need to be memorable. In order to be memorable, you must be unique. Be distinct, unusual, and unexpected. If you sound like every other show, you will not stand out and get noticed.
Chick-fil-a could have easily become another fast food restaurant lost in the sea of mediocrity. Founder Truett Cathy wouldn’t let that happen. The company pays great attention to the details and does the unexpected at every turn.
The Chick-fil-a mission statement is, “Be America’s Best Quick-Service Restaurant.” Sure, every fast food joint wants to be the best. Few are willing to put in the work.
One Saturday, we were on a road trip. We were passing through Des Moines, IA at 8:45p as we pulled into the mall to grab a quick bite. We found out the mall closed at 9p. As you can imagine, most restaurants in the food court were cleaning up. We were one of two parties there to eat.
We stepped up to the Chick-fil-a counter and apologized for cutting it so close and causing them extra work. The gentleman behind the counter assured us it was no trouble at all. We received our (fresh) food quickly and grabbed a table in the middle of the food court.
About five minutes later, the Chick-fil-a employee came to our food court table to make sure everything was alright. This was a mall food court. Few fast food restaurants ever check on you in their own establishment. You especially do not receive this sort of attention 10 minutes before closing.
That level of service is the norm at Chick-fil-a. They always take the extra step to surprise and stand out. It is carried through to the careers they offer, the scholarships they provide to their employees and the process of accepting partners and franchisees.
The company uses cows in their commercials to promote chicken sandwiches. The Chick-fil-a website even has a special section devoted to the cows. When a cow parachutes into a football game promoting chicken sandwiches, it us unexpected. Chick-fil-a is memorable.
If you can create unique, memorable experiences for your listener by incorporating the unexpected, you begin to create powerful, meaningful relationships.
Are you using your own cows in your podcast?
The Memorable Podcast Brand Swings For The Fence
Rather than being consistently good with your podcast, be occasionally great.
Your listener will remember one big thing from your show. They will not remember every detail, every comment or every e-mail answer. They will remember that one thing you did. Each show, try to make one big splash that will be memorable.
Swing for the fence.
Many know the great Babe Ruth as one of the greatest home run hitters in baseball. Many also know that Ruth struck out roughly twice as often as the league average. He struck out 1,330 times.
Babe set out to do something exciting. We wanted to be memorable. Sometimes, that meant striking out.
People don’t remember all of the singles Babe hit. Even though he is 2nd all-time with his on-base percentage of .474, nobody talks about all the times Ruth got on base. He had 1,517 singles and 506 doubles to his 714 home runs. That is nearly twice as many singles as homers. Doubles and home runs were just about equal.
Why do people remember all of the home runs? Because they were exciting. Babe was occasionally great. He was great often enough to be memorable.
You don’t have to set records. Simply make your podcast occasionally great. Nobody remembers your strikeouts. Don’t worry about them. When you finally hit the home run, people will remember.
Every now and then, swing for the fence
Risky Stands Out For The Memorable Podcast Brand
As we develop meaningful relationships with your podcast, we in turn build credibility that will support our call-to-action within your show. To develop strong relationships, you need to create engaging entertainment that will get you remembered by your listener. To be remembered, you must stand out.
You stand out when you are loved. You are remembered when you are hated. You fade into the background when you are plain, vanilla and trying to not upset anyone. If you don’t stir strong emotions, you are easily forgotten.
When we create, we expose our perspective. We open ourselves to criticism. It is natural to want your thoughts, views, art and creation to be accepted by everyone. To avoid being disappointed, we often play it safe.
Those fantastic, memorable personalities are usually both loved and hated. Rush Limbaugh is loved by the conservatives and hated by the liberals. Dave Ramsey is loved by the conservative investor and hated by credit card companies and whole life insurance salespeople. Dr. Laura Schlessinger would consistently be critical of her callers. Yet she would receive more callers than she could handle on any given show.
Safety lacks creativity. It is risky to be truly creative. However, that is really the only way to get noticed. Safe blends in. Risky stands out.
Create that memorable podcast brand to keep your listener coming back show after show. Remain top-of-mind for your listener. Make them remember to come back next week.
I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
There is a big difference between marketing to men and marketing to women. The book “Men Are From Mars, Women Are From Venus” by John Gray, Ph. D. discussed in great detail the communication and relationship differences between men and women. These differences are critical in marketing. They are also important elements to your podcast strategy.
I’ll be speaking at the Podcast Movement in Dallas August 16th & 17th. My affiliate link is online at PodcastTalentCoach.com. I will be doing a session on this very topic showing you how to make use of these marketing tactics in your podcast.
Today, we are going to cover five major differences you need to consider when marketing to the different genders. Keep these differences in mind when you are shaping your podcast content.
Please understand that I am speaking in generalities. I understand these statements won’t hold true for every person. These points are are simply how most men and women react in common situations. The definition of stereotype is “a simplified and standardized conception or image invested with special meaning and held in common by members of a group” There are times when the stereotypical case will not hold true for a specific situation. Most of the time, this is the case.
THINKING
In a broad sense, men tend to think very linearly. Women usually think very spatially. To be effective communicating with each gender, you must understand these differences. You must also select one to target. The same message will have difficulty reaching both genders effectively.
PROBLEM SOLVING
Men and women also take different approaches in the way they solve the problems. Because men think linearly, men focus on the solution. Men try to determine what steps are needed to reach a successful outcome. If a man is in need of a new car, he will find the solution step by step. A man will review his options, compare the features, determine the best buy for the money that will do the job, and make the purchase. Men typically move through a problem step-by-step. If the steps are all completed successfully, he buys the vehicle.
Because women tend to think globally, they are typically concerned with the way their relationships are affected by problems and the possible solutions. A woman tends to consider how each person in her close circle is affected by each possible solution. If she is in need of a new car, she will typically consider her needs and those of her family. Will her kids be safe? Is there enough room for everyone? Will the features please her family? Are there entertainment features available to keep her kids occupied on trips? She will also consider how her friends will view the purchase and if she is being treated right by the salesperson. If the relationships all benefit from the purchase, she buys the vehicle.
You can see evidence of this difference in the way auto makers market to the different genders. Minivans aimed toward women will play up the features for the entire family. The commercial will depict the envy of the neighbors. The storyline may even show mom juggling soccer practice, shopping, carpooling and work. These commercials tend to be very spatial in nature and focused on relationships.
Commercials for trucks that are targeted toward men will usually tout the problem solving ability of the truck. The script will play up the horsepower, torque and hauling capacity of the truck. The commercial will usually show the truck pulling some ridiculously heavy load, like trees or ships or something. Men will be convinced they can get the job done with this particular truck. The steps are very linear.
When handling tasks, men tend to be single-minded and focused on one goal, while women usually multitask well. This difference probably began with the cavemen. Each had well-defined duties in the household back in the cave.
Cavemen would set out to find dinner and bring it home. He had one task with one goal. Women handled the entire household doing many things at one time. Men needed to be very focused to find dinner without being eaten by a tiger. Women needed to multitask in order to tend to the house (or cave), handle the children and keep the family in line all at the same time.
You can see this difference in society today. When men are watching television, they watch television. When men attend a sporting event, they watch the event. Men are typically focused on the thing they are doing. This is usually true even if they are doing it with friends.
Women, on the other hand, typically have the ability to multitask very well. Women can be cooking 3 different dishes for dinner, talking on the phone, and keeping an eye on the evening news all while being fully aware of what the children are doing in the other room. Women multitask in a way that astonishes men. Men cannot understand why women spend an entire baseball game talking with the people around her rather than watching the game. Men are there to watch the game. Women attend because it is a way to socialize and strengthen her relationships. She enjoys the game for much different reasons.
The tendency to focus on one task or many creates another interesting difference between men and women. Because they tend to multitask and focus on multiple items simultaneously, women do not seem to tire of activities as quickly as men. When men focus on one thing only, they will become bored with that particular item before a woman. Men will want to move on to the next thing. Therefore, men tend to like new and different. They tend to appreciate change more than women. Women will tolerate repetition much more than men, because they are not as focused on one item at a time. It may also take more messages in different ways to effectively reach and influence a woman.
Men and women also differ in the way they remember things and events. Again, men are linear. Women are spatial.
COMMUNICATING
Men typically view communication and problems solving as a way to show their strength and power. Men typically see things as a competition. It is a linear approach. They seek validation by solving problems. When men are communicating with each other, you will often see each attempt to “one-up” the other. You will often hear, “Oh, you think that’s bad. One time something worse happened to me.” Other men do not typically take offense to these comments. These challenges are a way for men to show their power and dominance.
Women use communication and problem solving for much different purposes. Women use both as a way to strengthen the relationship. Women seek understanding when tackling a problem. Rather than seeking validation, women are typically seeking empathy from and an opportunity to bond with their communication partner. You will rarely hear a woman try to “one-up” the person with which they are communicating. However, you will hear, “Oh, that’s terrible. What did you do?”
When I go out to lunch with my buddies, we have a good time. When I get home, my wife will ask me what we talked about. I will tell her, “Nothing really. Sports and politics.” She finds it baffling that we didn’t discuss his son’s birthday or our family vacation. We debate the nuances of professional versus college sports. We might discuss the benefits of one political candidate over another. That’s how men communicate. Men use a friendly challenge to bond. Women tend to see that style as a lack of understanding.
RELATIONSHIPS
Men and women also handle relationship problems differently. Just like problems in any other area of life, men typically seek the solution (linear) while women tend to use problems to strengthen the relationship (spatial). Understand these differences as you build your relationship with your audience.
Let’s take a typical, hypothetical couple. Tina and Adam have been together for 3 years. Their standard Friday night is eating take out and watching TV. Tina says, “Adam, we never go out anymore.” In Tina’s head, she is thinking, “Our relationship needs more ‘us’ time. We don’t spend enough time together having fun.” Adam replies, “Fine, let’s go out tomorrow night.” Adam is thinking, “Done, problem solved.” Tina then gets a little more aggressive with, “That’s not what I mean.” Now Adam is really confused. “You just said we don’t go out enough. Let’s go out tomorrow night. What’s the problem.” Tina says, “I’m not just talking about going out.”
Conversations similar to these fall apart, because men and women approach the problem in much different ways. Women use the conversation to strengthen the relationship. Men use communication to solve the problem. “Going out tomorrow night” means different things to each of them.
MEMORIES
When men remember events, they tend to remember in a linear fashion. They will remember events in sequence as one thing happened, then the next and finally the last. It is a sequential time line. If a man were recalling a party, they would typically begin with the setting and who arrived first. He would walk through the time line of the party. His description might begin with, “Things got going in the kitchen. We moved downstairs and shot some pool. Paul had a bit too much to drink and after he broke the lamp trying to dance, the party came to a halt and everyone headed home.” It is a step-by-step recollection of the events.
Women typically remember events in a very spatial way. They will remember who attended the party. They will remember the great time that was had by everyone. Women will recall some of the great conversations that took place. The memories would possibly include the laughs, the gathering places and the details of the atmosphere. The recollections of women tend to be global in nature.
These differences between men and women will play an important role as you define your target audience. Will your communication be spatial or linear? This is something you’ll need to decide before you can move forward to create the structure and content of your show.
Gender is only one characteristic of your target audience. There are many others to consider. Just as if you were describing one individual person, gender would only be one characteristic of that person.
I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
A few notes before the episode this week. I am speaking at the Podcast Movement in Dallas August 16th and 17th, 2014. It is a national podcast conference that has an amazing roster of presenters and speakers. It is less than $135 (including fees) for the standard ticket before June 1, 2014. I would love to have you join me there using my affiliate link. Get your ticket by clicking the logo in the bottom right corner online at PodcastTalentCoach.com.
Dave Jackson recently invited me to join him on the Podcast Review Show. You can find the show and listen at PodcastReviewShow.com. Each week we invite a podcaster on the show for a critique of their entire business from content to website to revenue opportunities.
I was listening to the Solopreneur Hour Podcast with Michael O’Neal this week. His show is one of my regular, weekly listens. The podcast frequently features an interview with a successful person in business. Michael does a nice job relating his content to my business.
Many podcasters get lost in the interview and fail to make the important connection to the listener.
When you define the focus of your show, you create a filter for your content. This filter helps determine which content makes the show. It also helps frame your content with respect to your listener.
To succeed, you need to set yourself apart from the crowd. You cannot simply be better. You must be amazingly different. Make the connection of your content to the needs of your listeners. Help your audience solve their problems and eliminate their frustrations.
Even if you are a seasoned podcaster, it may be time for a tune up. Does your show have a strong focus? Is your content truly helping your listener? Have you defined what is in it for them?
Begin with your passions. When you are creating your podcast, find subject matter that stirs a fire inside you. If you can talk about it for hours, you are probably on target. If you can come up with fifty different topics on your area of interest, you could have a winning subject.
What topics and subjects typically occupy most of your conversations? This is probably where you will find the focus of your podcast. You will be talking about the same subject matter show after show. You better love it. To be interesting, you first need to be interested.
Once you have your topic, define your unique qualities. Remember, you don’t simply want to be better. You want to be amazingly different from the others. My show is focused on content. Where most shows about podcasting center on the technical aspect, I use my 25 years of broadcasting experience to create content you cannot find elsewhere. That is my unique position.
This is where we narrow your topic. Really focus on the niche. You cannot be everything to everybody. Being broad creates a bland podcast that lacks focus. Be specific.
The size of your niche is not nearly as important as the passion of the niche. Help people that are passionate about your topic. This is where you will succeed.
Where can you help? Determine what frustrates your listeners. Figure out what your audience needs to do to double their business or happiness or success. Then, help them accomplish those things. Create solutions with your show.
Finally, use this filter for all of your content. Define the focus of your show. As you prepare for each episode, run your topics and content through this filter to ensure the focus is on your listener.
If you are interviewing people on your show, run it through your filter. What is in it for your listeners? How can they put that information to use?
Even if you are a comedy podcast for entertainment only, your listener is still getting a benefit from your show. They are coming to you for companionship. They want to forget about their problems for a bit. Your content filter should ensure you are helping them accomplish that goal.
Here is your “to do” list for this week.
1. Step back for an overview of your show. Define the goal for your podcast.
2. Determine where and how you are helping your listeners.
3. Ensure your niche is focused enough.
4. Put all of your content through your listener filter.
Next week, we will discuss tips for the two-person podcast. We will examine five areas you should define and develop if you have a show with multiple hosts.
I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
A quick note … Dave Jackson of School of Podcasting has invited me to join his Podcast Review Show podcast. Each week, we invite a podcaster on the show and review their podcast with them. Dave and I help our guest refine their content, delivery, production, branding and website. If you would like to find our more, head over to PodcastReviewShow.com.
This week on Podcast Talent Coach, we get a question submitted by Steve Stewart of the “Money Plan SOS Podcast” Steve brings up two questions. With all of the negativity surrounding us and pulling us in, how can we keep on a path of positive messages? How can you be passionate without being negative?
It is good to recognize the negative influence in our content. Negativity surrounds us everyday, making it difficult to stay positive. The nightly news uses the philosophy “if it bleeds it leads”. The political talk shows are typically more about the negatives of the opposition rather than the virtues of their position. The Sunday morning political talk shows in the U.S. Are all a battle with a “sky is falling” mentality.
Negativity attracts people. Many people have a desire to run from the negative rather than toward the positive. Many want to quit their job. However, few have any idea where they want to head. A cynical, sarcastic, mean attitude will simply pull successful people down rather than build anyone up.
If bad news and negativity attract an audience, why change? If conspiracy theories and stories of the world ending keeps people coming back, why get rid of it? If it ain’t broke, why fix it?
Negativity in your life is destructive.
If you believe you are what you think about, then we need to remove the negativity from our lives. This theory is present in many books. You will find it in Napoleon Hill’s “Think & Grow Rich”. It is the main idea in “The Strangest Secret” by Earl Nightengale. It is difficult to have a positive attitude in life if you are talking about negativity in every episode.
In the long run, negative content in your podcast will harm you and your listener.
I have stopped watching the news. I don’t want that negativity in my life. What good does it do me to see pain and agony in the lives of others?
What is the solution? Our content can’t be all tulips and licorice. We can’t look at the world through rose-colored glasses. How do we create the balance?
First, we can’t make your show great by simply removing the bad stuff. We need to replace the bad content with more of the good stuff.
Have you ever tried to stop doing something? Smoking? Eating fast food? The secret is that you can’t stop something without replacing it with something else. Many people that try to stop smoking gain weight. Food replaces cigarettes.
There are four steps you can take to maintain a positive attitude and overtone in your podcast.
Positive Solutions
With your content, lead people to positive solutions. Start by identifying the negative. Then, replace those ideas with positive solutions. Show people better options. Give them help & hope.
Use Proper Planning
Know how to get to the good in the story and where you plan to go before you begin recording.
Review Your Show
Find the parts of your show where negativity appears. Then, determine how you could have lead the topic in a positive direction. Over time, you will become better getting to the positive during the show.
Stick To The Tough Work
The negativity trap is the easy path. Being positive is tough work. In the long run, it will be better for you and your listeners. Your audience will grow more slowly. However, it will be more loyal over the long run. Negativity wears out its welcome quickly. A positive attitude will help your podcast develop longevity.
The negativity trap is destructive to your podcast. It is unhealthy for you and your listeners. Being positive is hard work. Be confident, and stick to it. Over time, it will be better for your show. Help your listener find the positive in her life. Help her overcome her challenges and solve her problems. Lead her to better results. Positivity helps develop long-term success for your show.
I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
Before you can create a great podcast with meaningful, powerful relationships, you need to define your target listener. Most podcasts decide they are focused on a niche and leave it at that. I hear, “My podcast is for entrepreneurs.” A broad category of listeners isn’t defined nearly well enough to help you focus your content.
When creating content, you will approach fans of the Oakland Raiders of the National Football League different than you would talk to fans of the New York Philharmonic. You will speak differently to young men in college than you would to grandmothers who enjoy knitting. When you define your target audience, you will define your strategy to reach that audience.
If you are creating a podcast around retirement, your target audience may be defined by gender and age, such as men in their early twenties or 50-year-old women. Their age is the commonality.
Your target audience could also be defined by a common passion. The podcast could cater to fans of Harley Davidson who ride at least 25,000 miles per year. Their fanaticism ties them together.
This episode walks you through your listener definition using the Podcast Talent Coach worksheet found online at PodcastTalentCoach.com.
This week, complete the worksheet to really define your avatar. I think you’ll be surprised how it helps shape your content.
I’d love to help you with your podcast. Please let me know how I might be of assistance. You can also find tools to help you create great content at www.PodcastTalentCoach.com.
Let’s turn your information into engaging entertainment.
A big thanks to Dave Jackson at The School of Podcasting for having me on his 400th episode. That was quite an honor. We had a lot of fun. Check it out when you have a minute.
The Podcast Talent Coach workbook is now available in paperback. The workbook will walk you step-by-step through my worksheets. You will gain a better understanding of the purpose behind each question and worksheet as you develop your content. Find it at www.PodcastTalentCoach.com.
I received an e-mail the other day that contained a question I’m asked quite often. For quite some time, I’ve tried to solve the problem myself. I’ve read books, listened to interviews, purchased products and reviewed tons of notes and articles I’ve collected over the years. The question? How do we create more engagement with our podcasts?
Before we jump into engagement, let’s review your checklist from last week. On the last episode, we discussed ways to sound more confident in your content. Your checklist included four items.
– Be yourself. Tell a story on your podcast this week that will reveal something about you.
– Do everything in your own style. Start by defining that style.
– Move beyond information by defining what is in it for your listener. Stir emotion.
– Review a past episode while actually listening like a listener.
Now that you have some time between posting the episode and reviewing it, this might be a good week to listen to your show like a listener. See if you actually accomplished all four points.
I hope the episode helped you and served you to create your podcast with more confidence.
Through all of my research and years of experience, I’ve discovered a few key steps to create interaction. This week, let’s cover 7 steps to create more engagement with your podcast.
1. Be A Storyteller For Success
As you create your podcast, become a great storyteller. Great storytellers create fans.
Interest in your story never remains constant. Your information can only become entertainment when interest is rising. If interest is falling, the show is becoming boring and is no longer entertainment. A great story continues to develop the plot and raise the interest.
Have you ever sat through a long, monotonous story that never seems to end? You stare and wonder if the speaker actually has a point to this monologue. You pray for your cell phone to ring and save you. That scenario is exactly what you want to avoid. Practice becoming a great storyteller.
Stories help define your character and personality. You should always be yourself. It is difficult to play a character consistently and tell great stories. Your true feelings and identity will always be revealed in the stories you tell. If you are successful hiding your true self, you simply are not telling great stories. Vivid details and interesting points that stir emotions in your listeners can only come from your true feelings. Reveal your true character. Storytellers create raving fans.
2. Ask Them To Engage
How do you expect them to know you want them to be part of your show if you don’t ask?
Be sure to make your request specific. Tell your listener exactly what you want her to do.
3. Make It Easy To Engage
You may use social media, your website, an e-mail address, voicemail, or a number of other methods to reach you. Simplify it. Create one contact page on your website containing the info to avoid the need for a laundry list during your show. Then, always provide that one contact source. By using that one source, you also prevent your listener from getting caught in the decision paradox.
Make the questions specific, so they don’t have to think. Give your listener a question to answer or specific piece of information to provide. If he isn’t forced to be creative and “work” to create content for your show, you will have more success creating engagement.
4. Focus On Helping Others
Zig Ziglar had many great quotes. One of my favorites is, “You can have anything you want in life just as long as you help enough other people get what they want in life.” How true that is.
As you turn your information into engaging entertainment with your podcast, keep in mind that helping people is part of the foundation of a strong relationship. If you take, take, take, your relationship won’t last long. If you are there to give and help, you will develop friends for life.
Ziglar is a great example of helping people. His speeches always offer great tips to improve your life, sales or attitude. He also has great books, CDs and other products he sells. However, most of his time is spent on helping others. There is a lot of free Ziglar information available. He helps others and eventually sales come his way.
Get what you want out of life. Focus on helping others.
5. Make It About Them
If you want people to engage, there has to be something in it for them. Make them care.
6. Tease And Set Up The Next Episode
Prepare your audience to participate. Let them know the topic for next week. Then, ask them if they have a question about that particular topic. If you have a guest, ask if there is a question they would like you to ask. Michael Hyatt does a great job at this on his podcast “This Is Your Life“.
7.Thank Your Audience
Thanks for listening. I appreciate the help you give me.
It is such an easy way to strengthen your relationship with your audience. Your listeners have given you something they can never get back. That is their time.
Show your appreciation. A simple thank you will go a long way with your listener. If they know you are honestly grateful for their time, the chance they will listen again goes way up.
It must be honest and authentic. You can’t thank them in a gas-station-attendant-I’ll-never-see-you-again kind of way. You must deliver it from the heart. It should be the kind of thank you that you would give a stranger who stopped to help when you ran out of gas.
Your listener is your lifeblood. Without your listener you have no show. She has many, many choices when allocating her time. Let her know you appreciate her for spending her time with you.
… And thank you for stopping by. You have done a ton for me just by being here.
Next week we will discuss how to define your target audience better than the generic avatar you have now. We’ll get specific. If you have questions about that topic, head to www.PodcastTalentCoach.com to get your questions answered.
I’d love to help you with your podcast. Please let me know how I might be of assistance. You can also find tools to help you create great content at www.PodcastTalentCoach.com.
Let’s turn your information into engaging entertainment.
Self-confidence is a battle we all face. Do you feel like you don’t belong amongst the best in your niche? Do you sometimes wish there was somebody that would give you that little boost of validation? Most recently, I received nearly the same question. How do I become comfortable as a speaker?
We have discussed this topic in the past on the Podcast Talent Coach podcast. In episode 012, I offered tips to become more comfortable with the timber and sound of your voice. This week, I would like to give you a few ideas to use to develop more confidence in your content.
I had a coaching call and received an e-mail in the past couple weeks that included this topic. Both podcasters were unsure of their speaking ability. They felt they may lack authority on their topic.
I had a coaching call with a gentleman who had recently launched a new podcast. His career to this point had involved public speaking and presenting. He was self-conscious of how he sounded on his podcast. He asked if he should get a voice coach.
The second question came in an e-mail.
“So far I have interviewed and recorded 3 people and when editing I’m realizing how much I hate my voice and because of that I feel unsure about putting anything out. Though the desire to podcast and be a liable presence is there is it possible to have a nervous sounding voice and still taken seriously? I don’t know why I sound so timid and unsure because these people I’m interviewing are so far of people I know but as soon as I press that record button my presence seems to change. Do you have any tips? I hope there is still a chance for me. I hope this is just a newbie problem and something that I can eventually overcome.”
We all face the inner critic. We are unsure how we can sound like an authority in our niche. What can we do to develop more confidence in ourselves as we create our content each and every week?
This week, we discuss four steps to become more comfortable & confident with your content.
BE YOURSELF
A great podcast is a great relationship. It is just like creating a great brand. In order to develop that solid relationship, you must be yourself. You can’t fake it.
When you try to be someone or something you are not, you will not sound authentic. Eventually, the truth will come out.
Have you ever met someone you had admired from afar, only to have them do something that didn’t fit with your image of them? Maybe it was a baseball player, or a movie star, or a politician or a musician. You met them with great expectations of an encounter with your hero only to find out they were rude and average. It turned out they were only being who they thought they should be for the public when really they were someone completely different in real life.
Everyone has their flaws. That is what makes them human. Howard Stern has flaws. He makes his flaws part of his show. Domino’s Pizza admitted the errors of their ways with their cheap, low quality pizza. They laid it out for the world to see in their marketing. Your listener will accept your flaws. They will feel like you are “one of them” when you admit your flaws upfront. Don’t be afraid to expose yourself.
When your listener discovers you are something other than the character you portray, the bond of trust will be demolished. Your relationship will be forever damaged.
Build a solid brand. Be yourself.
YOUR STYLE
Create everything you do in your own style. You can only stand out among all other shows when you create your own unique style. You must then make sure everything you do is consistent with that style.
Many new broadcasters try to emulate the style of their hero or mentor. They attempt to imitate the styles they hear from other broadcasters. Unfortunately, copying doesn’t create a unique style. Copying typically creates a watered-down version of some other style. When creating your content, be yourself and find your own style.
Some of the greatest broadcasters didn’t start the ascension to the top until they abandoned the attempts to broadcast in the style they thought others desired and began being true to themselves.
Oprah Winfrey quit trying to be a traditional news anchor. She also quit doing the typical tabloid, daytime talk show. When she began to create the show she always desired, she went to the top of the game.
Howard Stern began as a radio DJ sounding like every other radio DJ. He was playing the records and spouting the lines written by management while going nowhere. When Stern decided he was going to do radio his way, he began to make a name for himself. He also went to the top.
Rush Limbaugh followed a very similar path. He had a cheesy radio name. He followed the format designed by somebody else. Limbaugh made every attempt to fulfill the typical radio DJ stereotype. He also got fired again and again. When he decided to broadcast in his style and true to his beliefs, he began his rise to the top.
Adam Corolla made his climb when he took full control over his style and show. He was climbing the DJ ladder in Los Angeles. Corolla had some decent television work. He then decided to create his own show in his own style via podcast. That began his rise as one of the biggest podcasters in the world.
All of these broadcasters made the decision to stop copying others. They all created shows that were true to their style.
They each also stay true to their style in everything they do. You will never hear Rush sound like Howard. You’ll never mistake something Oprah says as something Adam might say. Being true to their style isn’t something that takes conscious effort. It comes easy to each of them, because it is true to who they are as people.
Be true to yourself. It will make it easy to create everything you do in your style.
MOVE BEYOND INFORMATION
The goal of our podcasts is to create strong relationships with our audiences. We can take those relationships and move our listeners with a call to action. To achieve that strong relationship, we need to move beyond information to engaging entertainment.
Dan Miller, author of “48 Days To The Work You Love” could simply explain how you might find a new job. Instead, Dan instills the belief in his listeners that there is more to work than a paycheck. He stirs emotion describing how you can turn your passion into your career. Dan uses that emotion to turn his job finding information into engaging entertainment.
Financial information is turned into entertainment on “The Dave Ramsey Show” when Dave turns debt into the enemy. He doesn’t simply walk you through the steps to become debt free. Dave helps you find that burning desire to escape the shackles of debt. He makes you envision the possibility of “living like no one else”. His help becomes engaging entertainment. That is the reason his show is extremely popular and he is very wealthy.
Our shows can be powerful when we build relationships and move our listeners with a call to action. Those relationships happen when we move beyond information to engaging entertainment.
REVIEW YOUR SHOW
Review your show on a regular basis. Actually listen like a listener. That is the only way to improve.
Many hosts finish recording a show and think, “That was pretty good. What’s next?” They might recreate parts of the show in their head to determine what might make the show better next time. Usually, there isn’t much time spent actually reviewing a show. There are so many other duties to handle. It’s on to the next thing, which is probably editing, posting, and promoting the show.
In order to make your podcast better, you need to spend quality time listening to the show. Play it back. Grab a pad of paper and write down the parts that jump out at you. Jot down the “oh wow” moments. Take note of the sections that didn’t work exactly as you planned.
You will only find these moments when you listen like a listener. The show will sound much different to you when you listen back than it did as you were recording it. You will hear things you didn’t notice as you were focused on creating the content. Words that you overuse will suddenly become noticeable to you.
Once you have created the lists of good and not-so-good, create two more lists. First, determine how can you create more of the “oh wow” moments on the show. How might you incorporate into the show more of the great content that worked? Second, make a list of ways you can eliminate the parts that weren’t polished enough.
Get on the road to show improvement. Review your show on a regular basis.
To Do This Week
1. Be yourself. Tell a story on your podcast this week that will reveal something about you.
2. Do everything in your own style. Start by defining that style.
3. Move beyond information by defining what is in it for your listener. Stir emotion.
4. Review a past episode while actually listening like a listener.
I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
When I first started in broadcasting, I doubted my voice, my sound and my ability. I doubted whether I belonged with the other professional broadcasters. Would they find me out and end my broadcasting career before it began?
Everyday, I would search for ways to sound more professional. Any idea that would come along to help me sound more prepared I would put to use. If I thought an idea would help me sound organized, I would give it a shot.
Overnight radio is where most broadcasters begin. I did overnights for the better part of four years trying to find my way. The desire to belong in the category burned inside of me. My passion to sound like a professional drove me show after show.
After years, I realized the fear of sounding unprofessional, unprepared, and unorganized is perfectly common amongst broadcasters. The desire to be credible and belong in the category burns inside of most that go on to become successful. The inner critic is present in all of us.
If you would like to sound like an expert and not simply knowledgable about your topic, there are steps you can take to sound more professional. There are ways to become more organized and prepared. Your show can grow by leaps with a few simple adjustments.
Here are three steps you can take to sound more professional.
PREPARE FOR YOUR SHOW
Before you begin to record your show, you should spend just as much time preparing for the show. It is very similar to mapping out a trip. You not only need to know where you are going, you need to know how to get there.
Many hosts will have an idea of which topics they hope to address on the show. They may have a few e-mail questions to answer or a current event to discuss. That is where most quit. They think, “Well, I have our ideas. Let’s do this.” They then begin recording.
This is a big mistake. You must plan what you hope to do with each topic. How do you hope to answer the questions? What will your opinion be on the current event. Most importantly, how will you present it to your listener.
If you plan to answer an e-mail question only because you think it is a good question, but you do not plan out your answer, you will wade through the answer. It will take you much more time to answer the question than is necessary. Your show will therefore lack momentum. Your listener will become easily bored. When you stumble your way through your answer unprepared, your listener will wonder if you actually now where you are going.
Before you open the mic, plan out your show. Jot down some notes. Write down the few important points you need to mention as you’re answering the question. Then, make sure you stick to your plan.
Dan Miller does a wonderful job of this in his podcast “48 Days to The Work You Love”. He knows exactly which questions he wants to answer in his show. He knows exactly how he wants to answer them. He also has a few solid examples for each answer. Dan tends to over-promise at the beginning of the show with the questions he hopes to answer. He should either stick to a time limit for each answer, or promise fewer with the potential of a few “bonus” answers at the end if time permits.
Give your show more momentum and energy. It will happen when you prepare for your show.
STAY FOCUSED
Avoid the shiny objects.
In the past, I’ve suggested you incorporate stories in your podcast to truly engage your listener. To make your stories powerful, lead with a strong introduction that tells your listener exactly what to expect. Your first few sentences will tell your audience exactly where you are going with your tale.
Many podcasters find it fairly easy to lead with an intriguing introduction. The trouble comes as the story develops. Storytellers often find it difficult to stay focused on the goal of the story. They often get distracted and sidetracked following tangents that really have nothing to do with the story.
Let’s say the story begins with, “I got the deal of a lifetime at the mall this weekend.” You know exactly where we are going with this story. I’m going to tell you all about a great deal I found at the mall.
If we are in the middle of the story, we get completely derailed if I ponder, “Why do parents think they can just drop their kids off at the mall like it is a daycare?” This has absolutely nothing to do with the great deal I found. We are now running down a rabbit hole and need to figure out how to get back on track.
Your listener has a difficult time following your story when you get off on tangents. Your show becomes confusing. Meandering stories also waste time and limit the number of subjects you can address in any particular episode.
Make it easy for your listener to follow and enjoy your stories. Stay focused on the goal of the story. Avoid the shiny objects.
REPLACE THE CLICHES
That’s right, of course, like I said, obviously.
If you find yourself saying “obviously” or “of course”, you are making one of two errors.
The first error is repeating yourself. If you are saying “obviously” because you feel everyone already knows the information, you are wasting your breath. There is no need to say it.
I may say, “The sun comes up in the East, of course.” Everyone listening to me knows the sun comes up in the East. There was no reason for me to point out the origin of the morning sun.
“Of course” gets thrown in, so it didn’t look like I was trying to teach you about the sunrise. I didn’t want you to think I just learned that. “Of course” plays it off.
The second error is lack of confidence. You may want to sound knowledgeable to those who know the information. Yet, you know there is a segment of the audience that does not know the details. In this case, you’re just wasting words.
I may say, “The band will be at the arena Saturday night, of course.” Some may be aware of this performance. Yet, there may be members of the audience who haven’t heard the news. It makes sense to add the information.
The idea is to sound knowledgeable and credible to those that already know, while providing the information to those unaware. You simply need to restructure you sentence and eliminate the cliché.
“When the band is at the arena Saturday night, parking will be at a premium.” This sentence provides new information to both segments. I include the “arena Saturday night” portion for the new listeners while giving those already aware of the concert new parking information. Both receive a benefit.
When you include “that’s right” or “like I said”, you are repeating yourself. Your listener heard you the first time. Most people use these cliches to fill time while they think of the next thing to say. Avoid going in circles. Your listener will quickly become uninterested. Know where you’re going and keep moving forward.
Avoid the cliches. That’s right, of course, like I said, obviously.
Take these three steps to sound like an expert and not simply knowledgable about your topic. These steps can make you sound more professional, more organized and more prepared. Start down the path to show growth this week by making these few small adjustments.
I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
Let’s have a conversation. People want to feel part of the discussion and not like they are sitting in a lecture. How do you create that atmosphere on your podcast?
1. Talk to me, not at me
2. Treat your audience as an audience of one
3. Let your listener live vicariously through you
4. Use your regular voice
5. Do everything in your own style
Talk To Me, Not At Me
When you are podcasting, talk “to” your listener. Don’t talk “at” her. You are not announcing. You are having a personal conversation and building a relationship.
Podcasting is an intimate conversation with one person. The conversation is typically one person speaking into a microphone addressing another single individual. There may sometimes be hundreds of thousands of people listening. However, they are all listening by themselves. Even in an automobile with others listening via communal speakers, the members of the audience are listening by themselves in their own head. Each listener is developing their own unique, mental images.
Have a conversation directly with that individual. Put your listener in the moment. Avoid addressing the group. Instead of using “hello everyone”, use “hi, how are you?” Make her feel like you are talking directly to her. It will make your podcast relationship much stronger.
Audience Of One
As you are creating your podcast, treat your audience like you are talking to each person individually. This is critical when creating a trusting relationship with your audience.
I hear many shows address their audience as a group with comments like “hello everyone” or “hey guys”. Each person in your audience is listening to you as an individual. Audio is a very personal medium. Many times, they are listening with headphones. It is just you and her. Talk to her just like that.
Addressing a crowd on the radio began when radio began. As radio was just being created, station owners needed content to broadcast. Radio programming began with rebroadcasting live, theater events. The person on the stage would address the crowd as “ladies and gentleman”.
As radio progressed, live audiences were eliminated. However, people on the radio continued to address the audience as a group. It was fitting. The family still gathered around the radio before television was introduced to the family room. An on-air personality could address the audience as a group and be justified in doing so.
Radio then became a personal medium. The television replaced the radio as family entertainment. In-car and headphones became the preferred method of radio listening. Each listener was now creating images and visions in his or her own head that were unique to their imagination. Their thoughts were different from those of any other listener. The conversation was now between the person on the air and the individual listening.
Unfortunately, radio personalities continued to address the listener as a group. ”It has always been done this way.” The disconnect began.
Podcasts are even more individualistic than radio. Most people select a podcast because of their own tastes. Groupthink does not play a factor as it would to select a movie or television show for the family. It is one person listening on their own to a show that interests them.
If you are talking to your listener as if they are in a group, using plural terms like everyone and you guys and you all, your listener will wonder who you are addressing. They will think, “You guys? I’m listening by myself. Who are you talking to?” In the end, they will not follow your call-to-action, because they will think someone else in your “group” will handle it. Talk to an audience of one and build that relationship with each listener individually.
Nobody like to be lectured to. Data and facts get dull & boring. Engage by being conversational. Tell stories. This is a converstaion, not a lecture
Vicarious
Can I Be You?
Vicarious. Voyerism. Eavesdropping.
Those are three main reasons people listen to your podcast. Tell stories to help fulfill those desires.
People dream about having a different (and usually better) life. They want to experience those things others are experiencing. The grass always seems greener on the other side of the fence. People crave living the lives of others.
Your listeners want to live vicariously through you. They want to experience your success. They wish they had the courage to do the things you have done. Your fans want to be you in some way or another.
Voyerism is a reason many people watch the shows they watch, listen to the stories they hear, or read the books they read. They want to experience the lives of others.
People eavesdrop on the conversations of others for the very same reasons. They can experience the life of others without the risk of faliure. Eavesdropping doesn’t take the courage that it takes to actually live the life.
By telling great stories about your experiences, you help your audience fulfill the desire to live vicariously through you. If your show contains audio of your feats and experiences, you allow your audience to become the voyers they desire. When you interview people on your show, you allow your listener to eavesdrop on your conversation.
When you simply lecture as the content of your show, you fail to help your listener experience any of those three desires. Find new ways to deliver your material to your audience. You will make those important connections that turn into friendships. Those relationships will foster loyalty to your show. Your tribe will follow you wherever you go. That’s a powerful thing.
Tell stories of self-revelation. See where it takes you. You’ll be surprised how many people wish they could be you.
Use Your Regular Voice
The scoop is that fake announcer voice that you hear quite often. It’s like a slow start with a gradual build.
“Wwwwweeeelllllcome to the big show.”
It sounds like your voice is going up and down as if it is on a yo-yo.
Real people don’t talk like that. You are trying to build trusting relationships with your audience. You want to sound real and authentic.
When you sound like a supermarket announcer, you sound fake. Your listeners will find it hard to trust you, because they know that isn’t really you. The audio they are hearing sounds like a character you are portraying.
Don’t let your voice bounce like a ball. You can be excited and enthusiastic. You can also be real and natural at the same time. Just be yourself.
When the inflection of your voice bounces up and down, you will find it difficult to truly engage your listener. Be real. Avoid the scoop.
Create Everything In Your Style
Create everything you do in your own style. You can only stand out among all other shows when you create your own unique style. You must then make sure everything you do is consistent with that style.
Many new broadcasters try to emulate the style of their hero or mentor. They attempt to imitate the styles they hear from other broadcasters. Unfortunately, copying doesn’t create a unique style. Copying typically creates a watered-down version of some other style. When creating your content, be yourself and find your own style.
Some of the greatest broadcasters didn’t start the ascension to the top until they abandoned the attempts to broadcast in the style they thought others desired and began being true to themselves.
Oprah Winfrey quit trying to be a traditional news anchor. She also quit doing the typical tabloid, daytime talk show. When she began to create the show she always desired, she went to the top of the game.
Howard Stern began as a radio DJ sounding like every other radio DJ. He was playing the records and spouting the lines written by management while going nowhere. When Stern decided he was going to do radio his way, he began to make a name for himself. He also went to the top.
Rush Limbaugh followed a very similar path. He had a cheesy radio name. He followed the format designed by somebody else. Limbaugh made every attempt to fulfill the typical radio DJ stereotype. He also got fired again and again. When he decided to broadcast in his style and true to his beliefs, he began his rise to the top.
Adam Corolla made his climb when he took full control over his style and show. He was climbing the DJ ladder in Los Angeles. Corolla had some decent television work. He then decided to create his own show in his own style via podcast. That began his rise as one of the biggest podcasters in the world.
All of these broadcasters made the decision to stop copying others. They all created shows that were true to their style.
They each also stay true to their style in everything they do. You will never hear Rush sound like Howard. You’ll never mistake something Oprah says as something Adam might say. Being true to their style isn’t something that takes conscious effort. It comes easy to each of them, because it is true to who they are as people.
Be true to yourself. It will make it easy to create everything you do in your style.
I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
Many podcasters ask me how to get more listener interaction with their show. How can you get more listener feedback and comments? We need to transform your information into engaging entertainment. When your content is engaging, people take notice and take action. If you want your listeners to interact more with your show, make your content engaging.
When you tell stories on your podcast, you reveal things about yourself. Vivid details are critical elements of great storytelling. You are creating theater of the mind. Draw pictures in the mind of your listener.
Details are more believable than generalities.
Details reveal specifics about your thoughts, beliefs and character.
Details put your listener in the moment helping them envision your story in their mind.
Garrison Keillor, in one of his “Stories From Lake Wobegon”, describes a woman who endures crushing loneliness and town gossip. Keillor says, “She got into bed with a dying man – so she could sing ‘Abide With Me’ in his good ear”. You can see the details in your mind. Envision the man’s hearing aid. Can you hear the song? There are so many details in that sentence, many of which aren’t even described.
Lake Wobegon is a fictitious place, yet is believable due to the details. The story details reveal what Keillor finds amusing. The story is also vivid enough that you can see it in your mind.
That’s the wonderful thing about audio. Everyone sees their own personal, mental images in their own way. Those differences add to the enjoyment and entertainment of the story. Each listener can enjoy the unspoken details in their own way. They are not at the mercy of the interpretation of a movie director.
Tell great stories. Use vivid details. What did you reveal today?
1. Tell me great stories
I’m not simply talking about your integrity. By character, I mean all of the attributes that create you, as in character in a play.
The purpose of your show is to attract an audience. Whether you want to monetize that relationship, encourage a call-to-action, or simply create an audience for your ideas, creating the audience is where you begin.
The stories you choose to tell reveal how open you are to others. Your openness is a sign of trust. Trust is a big piece of a relationship. Reveal things about yourself through your stories and you’ll begin to build trust with your listener.
The details you include tell your listener what you value. If the listener feels you value things they too value, you solidify the relationship. People like to hang out with similar people. If your values are opposite of your listener, you may also attract them. It is like a love/hate relationship. They may dislike it, but they continue to listen. This often happens when talking politics.
What you find entertaining will be evident by the stories you tell. Since people like other people who have similar tastes, revealing those things you find entertaining will also build the relationship.
Stories also have the power to demonstrate your vulnerability. Stories can show that you are a real person. Your listener will see you as approachable. They also may begin to see you as a friend. That is when true relationships begin to form.
Next time you watch a late night talk show, notice how the great, memorable interviews contain great stories. Interviews that focus on facts and information rarely cut through. Those guests come off more as a lecturer than as a friend. The guests that tell stories appear more personal, warm and friendly. Their stories reveal things and help you feel like you know them personally. Take note next time you watch.
Foster a relationship with your listener by revealing things about yourself through stories. Stories will define your character.
2. Put your audience in the story
If you truly want to engage your listener, put her in your story. This doesn’t mean create a fictitious part of your story where she becomes a fake character. Include details that are so vivid that your listener feels like she is right there in the moment. Stir the passion within your listener with great emotion.
You have probably seen a movie like “Silence of the Lambs” where you completely lose awareness of your surroundings as you’re sucked into the scene. It may have been a movie like “Casablanca” where they say goodbye at the very end. Those are two great stories that put you right there in the moment.
Stories told by great storytellers do the same thing. Garrison Keillor is probably one of the best storytellers of our time. When listening to this story, you can see the guy Keillor describes in a few short seconds. He includes great lines like, “… In the midst of drinking a Bombardier at the Moonlight Bay Supper Club and she’d gone off with him to the Romeo Motel.” The story is short, yet the details are vivid.
If you can create details so vivid that your listeners can almost feel them, you can truly put her in the story. Your listener will be fully engaged. That is where information becomes entertainment. Strengthen your relationship with your listener at every opportunity. Put the audience in the story.
Create a movie and put your listener in it
3. Make them forget they are listening to a podcast
When your audience is listening to your podcast, make them forget they are listening to a recording. Take them to another place. Make your storytelling so strong that their imaginations put your listener in another time and place. That’s what great storytelling is all about. That’s what great relationships are all about.
People seek entertainment to escape from reality. They want entertainment like movies, concerts, television, radio and podcasts to make them forget about all of their problems. Entertainment that succeeds will take the audience member to some other place and time.
When you record your podcast, you need to create that wonderful theater of the mind. It doesn’t matter if you’re reading fiction or talking about gardening, put your audience in the moment. Make your listener forget they are listening to a recording.
4. Intrigue & Suspense
What will happen next?
Anticipation is a key feature to storytelling. Your story should build just like a good plot builds in a movie. You need to make your audience anticipate the content that is on the way. It is like a vacation you are planning to take. The fantastic anticipation for the trip is almost as pleasurable as the trip itself. You can’t wait for the trip to arrive. You want your listener to feel the same way about your content. When they can’t wait for the story to arrive, you have created some great content.
Teasing is the art of creating anticipation for your audience to entice them to stick around for the payoff to your setup. It is a critical element of your show. Teasing helps create momentum for your podcast.
When you promote parts of the show that are coming up, you must creatively tease your audience. You must give them a reason to stick around. It isn’t enough to simply say, “A great story about this weekend is coming up.” Few will stick around for the payoff. Tease. Create anticipation. Instead, use something like, “You’re never gonna believe what I found in the attic this past weekend.”
The evening news does a wonderful job at teasing. Create anticipation. Tease me.
5. Use active language
Your details should contain active language. Words like walking, carrying, and eating are current tense. They create images in your mind. You can see a clown walking. If I am telling a story about a clown that walked, using the past tense, it is more difficult to envision in your mind. It already happened. He isn’t doing it anymore. I can see walking. I can’t see walked.
When you use active language, your story comes to life. Use rich, vivid words that will draw fantastic pictures in the minds of your audience. “The old man, small and fragile, came slowly walking into the art shop gingerly carrying the tattered, leather-bound, black-and-white photo album he had been saving from his depression-era childhood.” You can see the old man. Active language paints those photos.
I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
I’m Erik K. Johnson, founder of Podcast Talent Coach. I help people refine their content to transform their information into engaging entertainment so that they can convert their podcast audience into powerful, profitable relationships.
Have you ever struggled with your confidence to launch or record an episode of your podcast? Have you worried that you were just pretending to know what you’re doing? That someone might find out that you didn’t really belong amongst the podcast professionals?
I’ve been there. I was at that point when I started in broadcasting. While in college getting my degree in architecture, I became a party DJ to make some extra cash. Music had always been a big part of my life. I had been a musician since I was 11. However, I had wanted to be an architect since 6th grade. Getting my architecture degree was never in question.
Around my junior year of architecture school, I started becoming disenchanted with the field. It was then that I picked up a part time summer job at a radio station where my brother worked. Just to make some extra cash. As my passion for architecture waned, my passion for radio grew. Next thing you know, I’m taking classes in the College of Journalism and becoming the music director of the college radio station.
My music director position at the college station turned into another part time commercial radio job. That position eventually became full time.
Architecture was still part of my life. I was nearly done with my degree and didn’t want to throw it all away at that point. So, I finished my degree in architecture and continued to work in radio. Oddly enough, my only architecture job came while I was still in high school.
When I began in radio, the impostor syndrome heavily kicked in. I had an architecture background. What right did I have to be on the radio? Who was I to think I was in a position to be amongst these radio guys who had been doing it for many, many years and had paid their dues. I felt like I was playing dress up and pretending to be one of them. It took me years to get over that and build the confidence to perform on a daily basis.
After doing it for 25 years, I got to the point where I was programming multiple radio stations at the same time. Some of those station were recognized with national awards from the National Association of Broadcasters. The stations ranked #1 quite often. My own show was regularly #1. I built the confidence within myself to deliver content that was compelling and connected with my audience.
When I launched my podcast, I quickly went back to the beginning. The impostor syndrome kicked in again. Who was I to think I could build a successful podcast amongst these greats that had been doing it for years? Dave Jackson at the School of Podcasting has been podcasting since 2005. I’m just starting. How can I possibly think I belong in the same arena as Dave?
Then, I started thinking about my story. I had been here before. That helped me shake the impostor syndrome and put out my content.
That’s what I want to help you do. I want to be that cheerleader for you if you don’t have the history that I have to overcome that little voice inside your head doubting your ability. You can do it. You belong. You have just as much authority on your opinion as anyone. Let’s get it out to the world.
It is fairly simple to set up a mic, mixer and laptop, load up some software and record some audio. Setting up a website with WordPress, creating a Libsyn account and posting a show isn’t very complicated. Even if you are not very technically savvy, there are great people like Dave Jackson and the School of Podcasting that can help you with every step along the way. He even has a great class at www.HowToPodcast.com. You’ll have a podcast launched in 6 weeks.
Creating the platform is only the first step. Creating great content is up to you. Your content isn’t something you can outsource. You need to find the confidence to put your thoughts and feelings out into the world.
How do I bootstrap to begin? Make it simple. Get an inexpensive microphone, like a $60 ATR-2100 or a $99 Blue Yetti. Pick up an inexpensive mixer like a $99 Yamaha 4-channel. Get a free WordPress site. Create a Libsyn account for $15 a month. You’ll need a computer and some free Audacity software. If you already have a laptop, you’re up and running for under $200. Again, Dave Jackson has a whole list of recommendations for you at www.SchoolOfPodcasting.com. I leave the technical stuff up to him.
My goal is to transform your content and beef up your confidence.
So, how do you define your niche? Will anybody really care? It is easy for the impostor syndrome to sneak in here. Your internal impostor will tell you nobody cares about that topic. Your niche is too small and nobody will come. You’ll be talking to yourself.
Fight it. Your niche size doesn’t matter as much as the passion of the niche community. If you have a group of people that are passionate about and loyal to a particular subject, run with it.
The more narrowly you target your niche the better. If you are interested in fishing, pick a small niche. If you love fly fishing, but create your show around fishing in general, you will find it tough to build loyalty. If your show is only on fly fishing, you will primarily attract those interested in fly fishing. The niche is smaller than fishing in general. However, every show will be of interest to your audience.
If your show is “The Fishing Show” and all about fishing, you’ll be hit and miss. One week you talk about fly fishing. The next week you discuss deep sea fishing. Now, you fly fisher friends only get what they seek on occasion. You aren’t catering specifically to them. People will only check our your show now and then. You will find it difficult to build a passionate tribe.
The audience for “The Fishing Show” looks like a bigger audience than “The Fly Fishing Show”. But, it is deceiving. The passion lies in the niche.
Be confident in your topic. You will start slowly. But, it will grow. Stay the course.
How do you get ready? How do you overcome the pre-launch jitters? Planning your podcast will help relieve a bit of the anxiety. If you know where you’re going, you can stay focused on the goal and fight through the self doubt. Plan your show before you begin.
Let’s discuss the 5 Speech class basics and how they pertain to your show.
1. Lead with a provocative point – capture their attention right at the beginning.
2. Dazzle with details – make the story come to life.
3. Take the first exit – Get out when you have the first opportunity.
4. Don’t repeat yourself and overstay your welcome – In talk radio, it’s called the call circle.
5. Include a call to action – this is the whole reason you’re doing a podcast and creating a tribe.
Have confidence in your content. Fight the impostor syndrome. Do all you can to push forward and get your content out.
When you plan your show, it makes it easier to stay focused on the goal. Know what you hope to communicate on this episode. Lay out how you plan to communicate that information. Then, define your intro, details and exit. Define your call-to-action and determine where you plan to incorporate it into the show.
Now, all you need to do is record the show and post it for the world to hear. The more work you do ahead of recording, the easier it is to believe in yourself while the show is rolling. Remember, because it is fun is the main reason you are podcasting. Enjoy the process.
This week, plan your show.
Determine the topics for the show.
Lay out your intro, details and conclusion for each topic.
New Media Expo 2014 in Las Vegas at the beginning of January was an amazing experience. Every podcaster I met was interested in sharing the knowledge. I discovered many new podcasts. The best part of the event was meeting so many fantastic people.
One common theme came to light as I listened to so many people sharing their ideas. Podcasters are always looking for new things to talk about on their show. They want to keep their content fresh.
It is understandable that podcasters want to continue to deliver new content. You want to keep your listeners returning for new ideas. Delivering the same message over and over may get boring and stale. However, when you stray too far from the core message, you run the risk of diluting your brand.
There is a podcast about business and marketing. I would listen to it on a regular basis. This went on for a few months.
I began noticing the show would post inconsistently. Sometimes it would be weekly. Other times a new episode wouldn’t show up for a month. I never knew what to expect.
The show as hosted by two people in different locations. During some episodes they would talk about hiking. There were times they would discuss the weather differences between the two cities. Many times the discussions were not pertinent to the topic of business.
The hosts would also answer all sorts of questions that came in, regardless of topic relevance. It sounded as if they answered every e-mail they received. There was such a variety of topics that I sometimes wondered if they changed the focus of the show.
I had come to this show to learn something about business and marketing. The show looked like it might have some information I could use in my business. Unfortunately, it seldom delivered on the promise of the show brand. The show was too inconsistent.
Eventually, I unsubscribed.
There are hundreds of podcasts about business and marketing. If you want to stand out from the crowd, you need to be unique, be the best, be exciting, and be consistent.
Frequency to the target is the way to get your audience to remember your show. So, how can you be unique and consistent at the same time? How do you deliver a consistent message without getting boring or stale? How can you keep your content fresh while delivering the information your audience expects from your show?
There are five ways to deliver a consistent message with your podcast without getting stale.
1. Say the same things with different words.
Find different ways to package your message. Keep the brand message consistent. Simply find new ways to illustrate your point.
On The Dave Ramsey Show, Dave teaches his seven baby steps to get out of debt and build wealth. His entire show is based around those seven steps. Nearly every call and question comes back to one of those steps. He has built an empire and 20-year radio show around seven steps. It’s the same thing on every show. Dave simply finds new ways to illustrate the method. Consistent message. New ways to say it.
When looking for new ways to frame your brand message, you could approach the subject in many ways. It could be from your point of view or the listeners point of view. It could be in relation to the elderly or young. You could describe it through the eyes of somebody from another country or somebody that speaks a different language. How would the rich and poor see it differently? Describe how a beginner might use your information. Then, describe it from the standpoint of a professional. Those are ten different ways to communicate the same message using different words.
2. Give it context
Day O’Day is one of my mentors. I have been to many of his seminars and purchased quite a few of his products. He works with radio people in crafting their sales message and production values.
In one of his presentations, Dan gave a fantastic example of context. Dan asked, “Is it wrong to take medication from a coworker’s desk?” How would you answer that question?
Then, Dan gave the question some context.
What if someone in your office was having a heart attack and that medication was the only thing that could save them?
That is the definition of context. On the surface, sure, taking medicine is wrong. Give the story some context, and you might just change your mind.
3. Decide on the perspective for the story
What is your position on the subject? Take a stand. If you don’t care enough to be on one side or the other, how can you expect your audience to pick a side and care?
What do you hope to communicate with this topic? What is the one thing you want your audience to remember about this episode? Answer those two questions and you will begin to define your perspective.
Pick an angle that will really make the story stand out. If you are discussing hunger in Africa, you could tell the story from the point of view of an energetic volunteer, a hopeless child experiencing it firsthand, a frustrated government worker fighting the bureaucracy, or an immigrant to this country who has discovered new hope. Different perspectives communicate different messages.
4. Communicate with passion
Love what you do. It is much easier to find different ways to say the same thing when you love what you do. Be passionate about a topic, and you’ll be able to talk about it all day long.
Excitement and passion are contagious. If you are excited about your topic, your listener will be engaged and excited as well. Have you ever met that person that was so excited to talk about a subject that you found yourself getting sucked into a conversation that wouldn’t have had any interest to you at any other time? 30 minutes later you realize you’re still talking about the same subject.
Make them love you or hate you. Either way you are making them care. The middle is boring. Nobody has ever said, “Wow, did you hear the show today? He really had no opinion one way or the other.” Push people to pick a side. You will make the emotionally vested in your show.
5. Sell the sizzle
Consumers don’t by products. They buy the benefit of those products. People don’t want products and services. They want their problems solved. What problem will your product or service solve?
People will buy the results and benefits of your product or service.
Be consistent with your benefit message. Find different ways to deliver the message of your benefit in different ways. We are transforming your information into engaging entertainment. Information sounds like a boring message. Let’s juice up your content and make it engaging. Sell the sizzle.
I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
You can also find worksheets and other tools to help you create great content at www.PodcastTalentCoach.com.
Let’s turn your information into engaging entertainment.
This week is a little self-reflection. I’m not sure I’m doing my job with my message and serving you as well as I can. Is my communication cutting through in the correct way?
This past weekend, I attended the New Media Expo (NMX) 2014 in Las Vegas. I had an incredible time and learned a lot. The inspiration I receive by attending these conferences is amazing.
The only thing more incredible than the inspiration is the friendships. Mike & Izabela from Music Radio Creative held a meet up at an amazing wine cellar within the Rio Hotel & Casino in Las Vegas. We all had an incredible time mingling with other amazing podcasters. Mike & Izabela held the gathering in a room of the Wine Cellar & Tasting Room at the Rio. It was like sitting in their living room with couches, chairs and end tables near a bar filled with wine and cheese. The intimate setting really spawned some great discussions.
During the meet up, I had the chance to sit down with Kenn Blanchard from “Black Man With A Gun”, Dave Jackson from “School of Podcasting” and Rem Lavictoire from “The Sci-Fi Movie Podcast”. We had a great time sharing stories about our lives and podcasting. It was a gift.
Kenn mentioned to me that he wasn’t sure how my podcast would be received. He said I was so passionate and determined about my style that he felt it might turn some people off. I loved the feedback. His words really got me thinking.
I stepped back and assessed my message. Is my message really being communicated they way I hope it is? That leads us to the podcast this week.
My message is all about you. I never want to tell you how you should do anything. I want to show you ways it may be done and let you decide. I want you to be you in a way that only you can do it. It isn’t a prescription. It should be a thought starter.
There are a few things I wholeheartedly believe about any podcast, such as podcasts should be built to attract and grow an audience. I also believe every podcaster should be their own unique self. How that happens should be completely up to you.
Today, we discuss the power of you. Many thanks to Kenn Blanchard for showing me the path. His insights are cherished. Check out his NMX2014 session with the virtual ticket if you have the chance.
Here are the 8 facets of the Power of You.
1. Be yourself
Only you can be you
Don’t simply copy somebody else
2. Stick to your beliefs
Be true to yourself
Can’t consistently be something you’re not
Hard to fake it without tripping up
3. Tell the truth
Honesty fosters relationships
4. Use your personal style
To make your show unique, add your personal style
Do it in a way that only you can do it
5. Stories define your character
Listeners will learn about you with stories
Stories breed friendships
6. Have fun
People don’t simply want info, they want entertainment
Much more fun to learn when the content is entertaining
7. Be consistent
People know what they like and like what they know
They want to know what to expect when they listen – Deliver the goods every time
8. Be memorable
Own your category – When they think of your category, they think of you
Don’t want them to casually listen then go away
Hard to monetize your activities if you are not top-of-mind
Most marketing is focused on top-of-mind awareness and a strong call-to-action
Call-to-action is powerful when you are the first one that comes to mind
This week …
Review two of your shows to see if you are being yourself
Find one personal story to include in your next podcast
Do one thing in a way only you can do it and make it memorable
I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
It has been said may times before. People do business with people they know, like and trust.
To make your podcast successful, you must create meaningful, powerful relationships with your listeners.
In this episode, we review five of the many ways to improve and foster your listener relationships.
Their Voice Will Always Be More Meaningful
One major purpose of your podcast is to foster relationships with your listeners. Many podcasters use e-mail, texts, tweets and posts to interact with their audience. The podcast host typically reads these on the air.
Unfortunately, using these methods of communication puts distance between you and your listener. (read more)
Assume Your Listener Is New
The opening of your podcast should explain the purpose of your podcast and let your listeners know exactly what to expect as if this is the first time they have ever heard the show.
A well-crafted introduction serves two purposes.
First, it tells the brand new listener who is hearing the show for the very first time exactly what to expect from the show. Second, those that have heard the show before are confident that they are in the right place.
Your audience size is always changing. It is either growing or shrinking. The direction of the movement is your choice. Always work to grow your audience.
Your show will always lose listeners for various reasons. Sometimes they no longer have a use for your content. Sometimes other shows take the place of your show. Maybe they got a new phone and simply didn’t subscribe again. The size of your audience is always changing.
Since listeners are always moving through the “out” door, you need to continuously work to bring listeners through the “in” door. Always work to find new listeners.
As new listeners constantly join your show, treat each episode like it is your first, because it could be the first episode for your listeners.
Your Listeners Deserve a “Thank You”
Thanks for listening. I appreciate the help you give me.
It is such an easy way to strengthen your relationship with your listener. Time is something your listener will never get back. She has just chosen to give it to you.
Show your appreciation. If your listeners know you are honestly grateful for their time, you begin to strengthen your relationship. The relationship is a two-way street.
You must be honest and authentic. You can’t thank them in a gas-station-attendant-I’ll-never-see-you-again kind of way. You must deliver it from the heart. It should be the kind of thank you that you would give a stranger who stopped to help when you ran out of gas.
Your listener is your lifeblood. Your audience is the reason you exist. Without your listener you have no show. She has many, many choices when allocating her time. Let her know you appreciate her for spending her time with you.
Thank you for giving me your time. You have done a ton for me just by being here. I truly appreciate you.
You vs. Me
Great marketing is like a mirror. It is a reflection of the customer, not of the company. Great products that use great marketing are focused on the needs, wants and desires of their customers. To make turn your podcast into a great brand, focus on your listener and not on yourself.
Scheels had a great commercial for their snowboarding gear. The commercial was completely focused on the lifestyle of the snowboarder. (read more)
Be On Their Level
When you’re creating a relationship with someone, you never want to act as if you are better or above the other person. Even if your position allows you opportunities that your counterpart may not receive, you must be humble about those experiences. People like other people who are similar to themselves.
Take the approach of “I’ve been there and know what you’re going through.” You will empathize with your listener. When you come off like “I know everything”, you appear condescending. Nobody likes a know-it-all.
Show respect for your listener and her problems.
Because I am on the radio, I often get the incredible opportunity to meet many musicians. If I were to brag about these fantastic experiences, I would appear arrogant. It would sound as if I believe I was better than you. You probably wouldn’t find it easy to like me much.
Maintain your humility. Keep yourself on the same level as your audience. If you have an opportunity to interview someone famous, be as honored and excited as your listener would be.
You are building a relationship with your listener. Be likable. Be on the same level as your audience.
————
I’d like to thanks Andrew Hellmich and John Hames for their questions included in the show this week.
A goal is a dream with a deadline. What are you dreams for the next year? If you don’t have a map & destination, you’ll only wander. You’ll never get anywhere. Let’s be specific and set some deadlines.
What is the one big thing you want to accomplish over the next year? Develop little steps to get there. Break the big goal into bite-sized pieces.
If you create a weekly show, you only have 52 shows over the next 12 months. It may sound like a lot. However, you need to be intentional to reach your goals.
What is your call to action within your podcast? How can we make that call-to-action more effective? Where are you sending your listener each episode to get more info? Be specific and write it down.
Are you monetizing your podcast? There are many possibilities, such as books, speaking engagements, seminars, affiliates, products and more. If you have yet to monetize your podcast, schedule your time to create something powerful. Be sure to include deadlines.
Do you interview guests on your show? Create a list of guests you’d like to get on the show. Be brave and reach out to those people. Let’s get them on the show. Give yourself a goal with a deadline.
Are you effectively planning each show before you begin? Sometimes it is difficult to get motivated to record your show on a regular basis. Plan ahead. Download the planning worksheet at www.PodcastTalentCoach.com. When you lack motivation, revert to plan you’ve already created.
Are you reviewing your show on a regular basis? To get better, you need to look at game tape. All great sports teams review tape of previous games. You should do the same. Again, get the worksheet at www.PodcastTalentCoach.com. Finding someone that can help you honestly review your show will help as well.
The next year can be huge for you if you plan. Set deadlines to turn your dreams into goals. Be sure to find balance in all areas of your life.
Take some chances. Go for the big interview or launch a product. Dream big. You might just reach your dreams.
I want to thank you for a tremendous 2013. It has been quite a success for me. I’ve launched the podcast to great success. Many have downloaded my worksheets and purchased the Podcast Talent Coach workbook. It has been a blast. I couldn’t do it without you.
I do want to thank a few people for the 5-star reviews on iTunes.
I hope to see you at New Media Expo in Las Vegas in January. Let me know if there is any way I can help you with your podcast. E-mail me anytime at Coach@PodcastTalentCoach.com.
Our goal is to create meaningful relationships with our listeners. Powerful, profitable relationships. We use engaging content to solidify those friendships.
What did you reveal about yourself on your show this week?
From self-revelation comes friendship. Can you think of a true friend that you know very little about? Friendship become stronger the more you share with each other. People learn things about you through the stories you tell.
How can you use the stories you tell to solidify your brand and strengthen your relationships?
Today, I want to teach you about three other areas of storytelling that can help transform your podcast into powerful, engaging entertainment.
What Did You Reveal Today?
When you tell stories on your podcast, you reveal things about yourself. Vivid details are critical elements of great storytelling.
Details are more believable than generalities.
Details reveal specifics about your thoughts, beliefs and character.
Details put your listener in the moment helping them envision your story in their mind.
Garrison Keillor, in one of his “Stories From Lake Wobegon”, describes a woman who endures crushing loneliness and town gossip. (read more)
Memorable Words
American children’s author Dr. Seuss (Theodor “Ted” Suess Geisel) was more interested in telling a good story than he was in telling a true story. He often exaggerated. He always used wonderful, colorful words.
The good story approach is even described In his biography at www.Seussville.com. Dr. Seuss and his wife were unable to have children.
“To silence friends who bragged about their own children, Ted liked to boast of the achievements of their imaginary daughter, Chrysanthemum-Pearl. … He included her on Christmas cards, along with Norval, Wally, Wickersham, Miggles, Boo-Boo, Thnud, and other purely fictional children. For a photograph used on one year’s Christmas card, Geisel even invited in half a dozen neighborhood kids to pose as his and Helen’s children. The card reads, ‘All of us over at Our House / Wish all of you over at / Your House / A very Merry Christmas,’ and is signed ‘Helen and Ted Geisel and the kiddies.’”
Part of the magic that was Seuss was created by the words he used. (read more)
Tease With Anticipation
Anticipation is a key feature to storytelling. Your story should build just like a good plot builds in a movie. You need to make your audience anticipate the content that is on the way.
Your podcast should be like a vacation you are planning to take. The fantastic anticipation for the trip is almost as pleasurable as the trip itself. You can’t wait for the trip to arrive.
You want your listener to feel the same way about your content. When they can’t wait for the story to arrive, you have created some great content.
Teasing is the art of creating anticipation for your audience to entice them to stick around for the payoff to your setup. It is a critical element of your show. Teasing helps create momentum for your podcast. (read more)
I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
As we transform your information into engaging entertainment, it is important that you connect with your listeners. Create meaningful, powerful relationships with your audience by being real, personal and natural.
Be Yourself
To be engaging, you need to be human. You need to be yourself.
As you record your podcast, use your natural voice and your own words. Individuals who are new to broadcasting tend to want to sound like their broadcasting idols. They try to imitate those they have heard on the radio with their voice and clichés. Unfortunately, new broadcasters tend to sound as if they are using scripted drivel done in some character voice that is forced and unnatural. (read more)
That’s Right, Of Course, Like I Said, Obviously
If you find yourself saying “obviously” or “of course”, you are making one of two errors.
The first error is repeating yourself. If you are saying “obviously” because you feel everyone already knows the information, you are wasting your breath. There is no need to say it.
I may say, “The sun comes up in the East, of course.” Everyone listening to me knows the sun comes up in the East. There was no reason for me to point out the origin of the morning sun.
“Of course” gets thrown in, so it didn’t appear as if I were trying to teach you about the sunrise. I didn’t want you to think I just learned that. “Of course” plays it off and brushes it aside. (read more)
And Now It’s Time For …
This phrase seems harmless. It looks like a logical transition from one segment to another during your podcast. Unfortunately, this phrase gives your listener permission to leave the show. It is detrimental to your audience engagement.
When you use “and now it’s time for…” or some similar phrase, it tells the listener that one segment is over and we are moving on to something else. It also signals a natural break in the show and the perfect time to exit. The transition is a lot like a commercial break in a television show. It is time to grab the remote to see what else is available. (read more)
I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
You’ve heard many times that you need to define your target listener. What do they look like? Who is your avatar? Who is your ideal customer?
When most people define their target listener, they list age and gender. If you stop their, you haven’t truly defined your listener. Age and gender alone are pretty generic.
Defining your listener means moving beyond age and gender. Discover what they need. What are the hopes, dreams and fears of your target listener? Where do they live? What do they drive? What is their family makeup?
In the episode this week, we discuss the many facets that make up listener definition.
Age & Gender
We begin with age and gender. Though it is generic, we need to start with the basics. You can find a 30-minute, deep-dive video on the differences between marketing to men and women here at PodcastTalentCoach.com.
Men and women are different. I speak in generalities and stereotypes. I realize these statements will not hold true in every case. However, they are most common.
Why They Listen
Next, determine what you listener seeks. Why do they listen to your show. I’ll give you the first reason. Companionship. People do not want to be alone. You are their friend and companion. People have an inner need to be around other people. You fill that role. (read more)
Make your listener feel comfortable, as if she is spending time with a friend. When people listen to Adam Carolla, they feel like they know him. He reveals so much about himself, you feel like you could have a beer and a conversation with him. He fills that role.
Determine the other factors that bring your listener to your show.
Be Like You
Voyeurism is another reason people listen to the spoken word. They want to live vicariously through the stories of others with the risk. By telling stories, you allow your listener to experience the great things you’ve seen in life. Your listener doesn’t need to put in the time, effort or work to get where you are in life. They can live through your stories.
Here is a link to the worksheets that will help you go beyond age and gender when defining your target listener.
I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
You can also find tools to help you create great content at www.PodcastTalentCoach.com.
Let’s turn your information into engaging entertainment.
This week we discuss how you can help your listener using your podcast. There are four questions you can ask that will really help you focus your content.
Zig Ziglar had many great quotes. One of my favorite quotes is, “You can have anything in life you want, if you will just help enough other people get what they want.” How true that is.
As you turn your information into engaging entertainment with your podcast, keep in mind that helping people is part of the foundation of a strong relationship. If you take, take, take, your relationship won’t last long. If you are there to give and help, you will develop friends for life. (read more)
What problem does your listener need help solving?
Everyone has a problem. You have knowledge. If you can use your knowledge to help your listener solve a problem, you will begin to build trust with your audience. You may not know it all. However, you surely know more than some people. Your listener is coming to you to learn something. Teach and help. Build that bond.
What are the greatest needs of your listener?
The best way to discover the needs of your listener is to ask her. Before I launched this podcast, many people would seek me out for advice about speaking on the mic. They could find tons of information covering the technical aspect of podcasting. Very little was published about the art of the craft.
These people needed to find that confidence to speak into the mic. Since they found very little help, they would imitate radio announcers they heard in the past using cliches like “Hello everyone in Radioland“. Real people do not talk using those words. That is when I knew I could fulfill a need.
What is your listener’s greatest fear?
Many people face the impostor syndrome. They feel like they are kid playing dress-up amongst professionals. They feel like they don’t belong. They didn’t earn what they have. Success has only come to them through luck. This is the fear I help crush with my podcast.
Everyone belongs on a podcast. You know more than most people about your subject. Have the confidence in yourself to put it forward in a podcast.
Find the fear in your listener. Help him overcome it.
What is the strongest desire of your listener?
Dan Miller of “48 Days to The Work You Love” book and podcast says, “You can make money selling what people need; you can get rich selling what people want.” It is so true. Think of the hot toy around the holidays. Everyone is buying that, because it is what the kids want. Everybody needs a toothbrush. You can find a million of those on any given day. Find your listener’s desire.
Let me know how I can help you. E-mail me anytime at Coach@PodcastTalentCoach.com. I’d love to help you transform your content.
I have FREE worksheets available on the Podcast Talent Coach website. There is also a workbook available that will walk you through each worksheet with detailed instructions.
Looking over my 4th quarter calendar, I have room to take on two coaching clients. My coaching clients receive a full show review each week. Each client also receives one-on-one coaching over the phone by me for one hour each week. Written notes are provide after each critique and call. I am also available for unlimited e-mail correspondence. It is all included in a simple, monthly retainer.
I received a question the other day from a brand new podcaster. He was curious to find way to help him be more comfortable speaking into the microphone while recording his podcast. He asked if he should be taking public speaking classes.
My suggestion was to save his money. Podcasting and public speaking are different in many ways. One-on-one communication should be your focus for your podcast. Addressing the common denominator of a crowd is key to public speaking.
To help you get in a better frame of mind while recording your podcast, in today’s podcast we touch on five key points regarding your speech.
1. The Audience Of One
As you are creating your podcast, treat your audience like you are talking to each person individually. This is critical when creating a trusting relationship with your audience.
I hear many shows address their audience as a group with comments like “hello everyone” or “hey guys”. Each person in your audience is listening to you as an individual. Audio is a very personal medium. Many times, they are listening with headphones. It is just you and her. Talk to her just like that. (read more)
2. Pretend you’re on the phone
You do not need public speaking classes. You are not speaking in public. You are having a one-on-one conversations. Broadcasting began in the theater. We are no longer living in that world. This is a New World medium. It is all about personal communication. Talk to one person as if you are talking on the telephone. Post a photo up if you need one.
3. Avoid the scoop
The scoop is that fake announcer voice that you hear quite often. It’s like a slow start with a gradual build.
“Wwwwweeeelllllcom to the big show.”
It sounds like your voice is going up and down as if it is on a yo-yo.
Real people don’t talk like that. You are trying to build trusting relationships with your podcast audience. You want to sound real and authentic. (read more)
4. Hear the smile
It may sound strange. It may sound hard to believe. But, it is true. Your audience can hear it when you smile.
If you want your listener to have fun and enjoy your podcast, you need to smile as you deliver your lines. The smile will come through in your voice.
Just like you can hear when someone has fear in their voice, you can hear joy in a voice. (read more)
5. Pregnant pause
Our world today is so busy and noisy. There are thousands of messages hitting us everyday from every direction. In a noisy world, silence attracts attention. Silence is golden.
When you are interviewing a guest during your podcast, don’t be afraid of the pregnant pause. When that long pause begins to feel uncomfortable, let it last a little longer. Don’t create just a pause. Make it a pregnant pause. Not only will the silence attract attention, the break will give your guest time to think of a great answer to your question.
Too many hosts ramble on with their questions fearing the pause that naturally comes between question and answer. Some hosts make their questions go on and on to the point where the question is almost answered before the guest even has a chance to speak. When conducting an interview, avoid the urge to continue talking. Shut up and listen. (read more)
This podcast is created to help you with the ART of podcasting. Let’s turn your information into engaging entertainment. I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
You work so hard to attract listeners to your podcast. Growing the audience is a constant challenge for most podcasters. You do all you can to bring more people to the party.
There are other things you may be doing to reverse all of your work and drive listeners away. If you are not aware of these pitfalls, they could undermine your marketing efforts. Your audience could be shrinking in spite of your hard work recruiting listeners.
There is good news. Once you learn to recognize these repellants, you can begin to eliminate them from your show. You can make adjustments when you know where to look.
There are seven common mistakes podcasters make that drive listeners away. Here is a description of each stumbling block. See if you recognize these within your show. Suggested remedies are provides as well.
Deciding the correct topics for your show is instrumental when creating consistency for your podcast. Once you have developed the goal for your podcast and a goal for this particular episode, you need to determine which topics you hope to discuss. Select your topics carefully. Creating a show structure will help you find the right topics.
Topics come in many different forms. A podcast will sometimes focus on one topic for the entire show. Other podcasts have an overall theme while addressing a few different topics under the umbrella of that theme. There are podcasts that answer various listener questions during the show. Others interview a single guest. And yet, some podcasts combine many styles into one show. How you approach your podcast is completely up to you. That is one thing that makes podcasting so great. You are in control.
Your show should have a structure that you follow for each episode. Your structure is a rough guideline that can be easily followed by your listeners. Structure creates consistency.
An example podcast structure might begin with your show open and a quick overview of the episode. You could then include some news about your business and the industry in general. A short guest interview could be next followed by listener e-mail questions. Finally, you could end with a recap and contact information. Each week, you simply plug in new content to each segment.
On the other hand, your show may only be a single interview each week. It could be very focused and streamlined. You get to decide.
Once you have built the structure for your show, you can easily determine which topics will fill each particular episode. You can look at the structure in the example above and know exactly what you need. To record today’s show, you would need the show open, the outline, a list of news headlines, the recorded interview, and a list of e-mail questions and supporting answers.
Many people forget to bring the answers to the questions. Have your answers outlined to ensure you have any supporting material you need to appropriately answer the questions. When you try to answer the questions off the cuff, you will inevitably forget some important facts. It is best to make some notes before you begin recording.
A structure for your show will bring consistency to your show. Your audience will know what to expect each time they listen to the show. You can then populate the structure with your topics. Structure will help define your topics.
You must know where you’re going before you can actually get there. That statement is true with a road trip and it is also true with your podcast. When you set out to record a show, you must have goals in mind. Once you’ve determined what you hope to accomplish, you can then decide how you will make it happen.
So many podcasters seem to record their show less than fully prepared. I hear hosts often search for details that should be right at their fingertips. There is no reason to lack the proper information while you are doing your show. If you’ve fully prepared for your podcast, the information should be right in front of you.
Overall, what do you hope to accomplish with this particular episode? Define the call to action you hope to make your listeners take. Here, you are defining the ultimate purpose of this specific show. The purpose of this particular episode may be more focused than the overall goal for the podcast as a whole. If the general goal for your podcast is to teach people how to coach lacrosse, the goal of the show today might be to discuss the power of Double-Goal Coaching. The goal today is a subset of the goal for the podcast overall.
Your call to action of your show could be one of many things. It could be teaching your audience in order to build relationships, sales of your product, visiting your website, supporting your cause, joining your club or simply listening again. Know what you hope to accomplish before you begin the journey.
Knowing the goal for your show will help you develop a filter for your subject matter and topics. When each topic passes through this goal filter, you will be able to determine if the topic should be part of the show and how to best handle the content. Your show filter helps keep the show focused. You cannot build your filter until you first know the goal of your show.
Let’s take the “School of Podcasting” podcast with Dave Jackson for example. Dave is focused on helping people launch podcasts. He wants to help as many people as possible get up and running with their own show. Therefore, everything Dave does on his podcast is centered around that goal. His content goes through that show filter.
Dave also reviews podcasts. Reviewing shows isn’t part of launching shows. Dave has a completely separate podcast called the “Podcast Review Show”. Where “School of Podcasting” is focused on launching, “Podcast Review Show” is focused on improving. Both shows have their own unique content filter.
The goal you develop for your show will build a focus for your podcast. When your show has focus, people know what to expect. Consistency is developed with your content. You also build confidence to fight your inner impostor when you consistently reach that goal each and every show.
Know where you are going before you actually begin the trip. Your first step in creating your podcast should always be defining the goal for your episode.
