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Podcast

How A Meathead Podcast Makes Money – PTC 328

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Podcasters often think you need to be a business coach or teach people how to make money online in order to make money with your podcast. That isn’t the case. To make money with your podcast, you simply need a passionate, thirsty audience.

Then, you need to be willing to take some smart chances until you find what works.

Today, I want to show you a podcast that is less than a year old and well on their way to generating income with their podcast. Grab a pen and paper. You’ll definitely want to take notes.

FREE TRAINING

Before we jump into it. Let me give you a great resource to help you make money with your podcast.

If you don’t have a mentor who can take your hand and walk you every step of the way to grow your audience and make money with your podcast, please go to www.PodcastTalentCoach.com/growth and join us for a free training to see if we can help you get some clarity, build a plan and reach your goals.

Come join us as I present “6 Ways To Use Your Content To Attract Your Ideal Clients”.

On this free training you are going to discover:

  • How to develop your personality to attract your ideal clients
  • Why sponsorships and ads are NOT the ideal way to generate revenue
  • How to grow your network with your podcast
  • And more!

It happens on Saturday, March 27th at 11a ET, 8a PT. Sign up for free at www.PodcastTalentCoach.com/growth.

If you are looking for a mentor who can help you shortcut the process of making money with your podcast and avoid all of the pain of trial and error, this free training is for you. Let’s grow your community and start making money with your show.

MEATHEADS

Let me give a case study today of how this works. Sadie took my training, followed my program and launched her podcast with her cohost Sausha.

Their podcast is called Meathead Test Kitchen. The world of fitness and nutrition can be intimidating, but they are here to help make it a whole lot less scary. That’s what the podcast is all about.

They launched Meathead Test Kitchen in August. Their first episode was released on August 16th.

BE UNIQUE

The first thing you will notice about Meathead Test Kitchen is that it isn’t your middle-of-the-road podcast. These two have a definite style, swagger and personality. This isn’t your mom’s fitness and nutrition podcast.

If you want to stand out and get noticed, develop a brand and stand for something. You don’t have to be brash or in your face. You do need to pick a side and defend it. If you try to please everyone, you will please no one.

The reviews of Meathead Test Kitchen shows how they cut through. Here are some of their reviews.

“Dieting and fitness doesn’t have to be boring or tedious. Sadie and Sausha are here to prove it! Fun hosts and honest, easy to understand advice.”

“These ladies don’t beat around the bush, they are honest and easy to relate to. If swear words offend you, find another podcast.”

Pick a side and get noticed.

CONNECTION

Next, make powerful connections. If you want to grow and make money with your show, you need to connect with the right people.

Sadie and Sausha are growing their audience by connecting with the right influencers.

They are 31 episodes in. Just over six months of episodes and they have interviewed local business owners, a Titan games athlete and current Mrs. America contestant. They have interviewed a Bellator MMA fighter, CrossFit Games competitors, coaches, and a world record holding power lifter.

Sadie and Sausha use these guests to help get their show noticed. When influencers talk about your show, people take notice. Give them a reason to talk by interviewing them on your podcast.

If you want to make money with your podcast, you need to have the right people listening. These people should be your ideal clients. Interview guests who are already talking to this audience.

THIRSTY AUDIENCE

Gaining an audience isn’t enough. It needs to be the right audience.

The one thing you need to make money with your show is a thirsty audience. If you were selling water in the desert, you wouldn’t need much of a pitch to sell it at a great price. You just need a thirsty audience.

Don’t try to sell something without asking your ideal listener what they need. I know you feel like you already know. Believe me, you don’t. I thought I knew as well until I built 4 different offers that nobody wanted.

When I finally started doing market research before I built the course, people started buying before the course was even complete. Do your homework. If you want to know how to do that, let’s connect.

BE WHERE THEY ARE

Once you know who your ideal listers are, go play where they are already playing.

Sadie and Sausha recently started releasing the podcast with a full video component on their YouTube channel. They discovered their listeners were also big consumers of exercise videos.

They also have their podcast distributed through all major streaming platforms. Give your listeners plenty of options.

GIVE ‘EM WHAT THEY WANT

Now that they have built the audience, they can start offering the listeners solutions to their problems to make money with their show. They can also begin building a tribe of raving fans.

Sadie and Sausha recently started selling Meathead Test Kitchen merchandise, and have partnered with a local athleisure company to boost both brands. Again, leveraging more powerful influencers.

FIND OPTIONS

Sadie and Sausha will be releasing the first of many cookbook projects in the next few months. On their website you will find a “Shop” page with Amazon affiliate links to things their audience is already purchasing along with things the two mention on the show.

It is all about multiple streams of income selling things your listeners want to buy. They also have some other cool stuff up their sleeves for when the pandemic is over.

THE MAKE MONEY PLAN

Here is your plan. Build your brand. Stand for something. Find a thirsty audience. Figure out what they want. Build it and sell it to them. Then, build solutions to their other problems for multiple streams of income.

Everyone wins. Your listeners solve their problems. You make money with your show. Don’t overcomplicate it.

ARE YOU SERIOUS?

Are you really serious about building your audience and making money with your show? Have you been talking about it long enough and really ready to take action?

A hope and a wish isn’t going to make it happen. You need to get serious and take action. Take that first step.

If you don’t have a mentor who can take your hand and walk you every step of the way to grow your audience and make money with your podcast, please go to www.PodcastTalentCoach.com/growth and join us for a free training to see if we can help you get some clarity, build a plan and reach your goals.

Come join us as I present “6 Ways To Use Your Content To Attract Your Ideal Clients”.

On this free training you are going to discover:

  • How to develop your personality to attract your ideal clients
  • Why sponsorships and ads are NOT the ideal way to generate revenue
  • How to grow your network with your podcast
  • And more!

It happens on Saturday, March 27th at 11a ET, 8a PT. Sign up for free at www.PodcastTalentCoach.com/growth.

If you are looking for a mentor who can help you shortcut the process of making money with your podcast and avoid all of the pain of trial and error, this free training is for you. Let’s grow your community and start making money with your show.

Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.

Let’s turn your information into engaging entertainment.

Podcast

4 Ingredients To A Powerful Podcast Brand – PTC269

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Your brand needs to have an identity. In radio, we called it stationality. It was the personality of our station. The rock station had a different stationality than the pop station. Our country station had a different stationality than the news/talk station.

The rock station had that swagger. They were the rebels and trouble makers. You didn’t want to mess with those guys. They were the rule breakers.

The news/talk station was serious. They Knew what was happening in the news and in politics. They were plugged in with the movers and shakers in town. There wasn’t much sense of humor there.

As you develop your show brand, you need to decide what your personality will be. Then, be consistent with it.

There are four ingredients to a powerful podcast brand.

1. YOUR ONE THING – OWN YOUR CATEGORY

When you begin to define your brand and strategy, be specific. What is the one thing for which you will be known? What is the one thing that will make you stand out and be remembered?

You can ask yourself, “When people think of my brand, they think of _____.” It will be very difficult to become a memorable brand if you fill in that blank with some generic term like computers or cars or health.

Be specific, be focused, be consistent and own your brand.

Great brands own their category by consistently communicating one focused message.

Think of the best known brands in America.

The best-known soda in the world is defined by “the real thing”.

Who serves more hamburgers than anyone in the world?

Save 15% on your car insurance.

You’re a great athlete … just do it!

Coca Cola, McDonald’s, Geico, and Nike all deliver focused and consistent messages and thereby become solid brands.

If you study the great brands, you will notice they stand for one specific thing. McDonald’s isn’t simply “food”. It isn’t even “fast food”. McDonalds is hamburgers. Sure, they have other items on their menu. However, they are not known for their apple pies or chocolate milk. McDonald’s is known as a hamburger joint.

2. I’M NEW HERE – BE CONSISTENT AND WELCOMING

Include your brand statement in your show open. New listeners will be saying, “Hey, I’m new here. What’s goin’ on?” They should know in the first 30 seconds of your show.

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. It is like the intro to a late night talk show.

“From New York. It’s the Late Show with David Letterman. Tonight, Tom Cruise. Larry The Cable Guy. And Katy Perry. Letters from the mail bag. Tonight’s Top Ten list. And Paul Shaffer and the CBS Orchestra. And now, former New York City Medical Examiner … David Letterman.” 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.

3. YOUR STYLE – ADD YOUR PERSONALITY

In order to give your show personality, it needs to be unique. Have a distinctive voice. You can do that by adding context to your stories. What shaped your beliefs? What does your background include?

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.

BIG NAMES

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 Carolla made his climb when he took full control over his style and show. He was climbing the DJ ladder in Los Angeles. Carolla 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.

4. BE YOURSELF

Don’t force your brand. 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 BRAND

Own your category. Be unique. Be clear and consistent. Ensure you are welcoming. Include your personality. Be yourself.

Podcast

Podcast Brand Positioning – Episode 243

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Podcasters get all worked up over negative comments and reviews. Don’t let it get to you. One comment is not a true reflection of your podcast brand.

Podcasters are not alone. I fought this a lot in radio.

EVERYONE HATES IT

When I programmed radio stations, on-air talent would come into my office all the time with feedback from the request line. They would say things like, “People hate that song.”

When I would ask what would make them think that, they would say, “I’m getting a ton of calls from people complaining.” Of course I would ask how many. “I’ve had 3 in the past week.”

Well, 3 calls is not a great sample of the listening audience. They may be the most passionate, but not nearly representative. Studies show that 3% to 5% of the listening audience would ever call a radio station.

Radio stations typically do research to see what the audience likes. When the research tells you a song is strong, it is much easier to believe that sample than it is to believe 3 people hate it.

SMALL PERCENTAGE

Please remember, one listener is such a small percentage of your overall listenership. There will always be somebody critical of you and your point of view. If you have 100 listeners, that is only 1% of your audience.

I am always in favor of making people love your or hate you. At least they care.

If you have people commenting one way or the other, positively or negatively, at least you are making them care enough to pick a side. Trying to ride the fence is a lonely place. Nobody cares, and that is the worst place to be.

Stir some emotion.

Your firm dedication to your position is critical for your podcast brand identity. Stand for something. Politicians aren’t trusted, because they constantly change their mind. Pick a side and stick with it.

Be concrete in your beliefs. If you love something, shout it from the rooftops. If you really dislike something, be open about it. Either way, stand your ground for the health of your brand.

PROTECT YOUR PODCAST BRAND

There are 7 ways to protect the positioning of your podcast brand.

1. Talk about what you care about – Find topics that excite you

2. Show prep – Know your position

3. Have a goal for every episode – When listening to “Smart Passive Income” with Pat Flynn, Pat said podcasters and speakers should always ask, “What transformation do you hope to have happen for your audience?”

4. Make it interesting by being interested – Even with guests

5. Don’t take the first idea, work a topic

    • Various things to do with a topic
    • Doesn’t always have to be an interview
    • Parody song, skit, long form report with natural sound (experience), demonstration

6. Never be boring – Do something unexpected

7. Have a strategy – Not only what you hope to accomplish, but how to accomplish & how it affects the brand.

 

I’d love to help you with your podcast.

You can also find tools to help you create great content at www.PodcastTalentCoach.com.

 

Let’s turn your information into engaging entertainment.

Podcast

3 Ways To Position Yourself As An Expert

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I heard a great quote the other day. “Even a second grader looks like an expert to a first grader.” It is so true. You are an expert to someone.

If you are trying to teach, coach or consult others, determine what you know that the beginner or person a few steps behind you might not know.

 

EDGE

My son is a Boy Scout. In the scouting journey, the boys develop into young men mentoring others. When it comes to Scout skills, the older boys are the experts only because they have been there and done that.

The boys are required to teach younger boys in the troop using the EDGE Method.

The EDGE Method is a four step process for teaching any skill.

The E is Explain. The D is Demonstrate. The G is Guide. The last E is Enable.

Explain

The first E is Explain. Explain the skill and what you will be doing. Describe the steps involved. Ensure they understand by asking questions.

Demonstrate

Next, demonstrate the steps using the actual materials. Describe what you are doing. This is where you show them how to do the skill by giving examples.

Guide

The third step is letting them practice the skill. Here, you guide and coach them as they try to do it themselves. Provide feedback along the way. This step is the most time-consuming, because they will fail a few times until they get it right.

Enable

Finally, you let them fly on their own. The last E is Enable. You enable them by letting them do the skill themselves without any participation from you.

The boys use this method to teach many skills. By doing so, they look like experts. They also learn the skill better, because they are going through the steps themselves multiple times.

 

FAST FOOD

Once when I was grabbing a quick bite to eat at the local fast food restaurant, 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 looked like a genius.

You may not feel you are an expert in your niche, because you don’t have the experience or success equal to others. Just realize you have more experience than the beginner. You are always a few steps ahead of someone else.

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.

 

HOW TO BECOME AN EXPERT

There are 3 Ways To Become An Expert In Your field.

 

THE RESULTS EXPERT

Been there and done that. That is the results expert.

I have been in radio for 30 years. My podcast is 6-years-old. The experience is there.

If you have been doing something in your niche for any length of time, you can be an expert to someone with less experience than you.

 

THE RESEARCH EXPERT

Study a topic enough and you can be an expert.

To be an expert, you simply need to know more than the average person on a given subject. If people are coming to you for answers on a topic, chances are you have more knowledge than the average person.

If you read three books on any given subject, you are probably an expert on that subject using this definition.

John Lee Dumasbecame an expert on millionaires not by living the life of a millionaire. He did it by interviewing fantastic entrepreneurs, most of whom were millionaires.

Napoleon Hill, author of Think and Grow Rich, wasn’t rich when he started writing the book. He simply interviewed many rich people and became an expert.

Study a topic enough and you can become a research expert.

 

THE ROLE MODEL

People do business with those they know, like and trust … even if we don’t know anything about the niche.

Look at Oprah’s Book Club. What does Oprah know about great prose? Probably not as much as people who spent years earning a Masters Degree in Literature and are now literary critics and scholars.

However, Oprah’s Book Club was incredibly successful. Fordham University marketing professor Al Greco estimatedthat sales of “Oprah editions” of the 70 titles in her book club total about 55 million copies as of 2011.

In 2004, Leo Tolstoy’s tragic 19th-century love story, Anna Karenina, hit No. 1 on USA TODAY’s Best-Selling Books list after Winfrey embraced it. It was published as a book in 1878.

Trust will go a long way.

 

YOU’RE THE EXPERT

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.

Podcast

8 Steps To Podcast Brand Positioning – PTC 226

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Let’s talk about your brand. What are you doing to make your podcast brand stand out from the others? We need to find ways to make you unique. When people hear your name, they need to think of something specific. That is the power of a unique podcast brand.

The word brand is defined as “a kind or variety of something distinguished by some distinctive characteristic.”

Don’t try to be all things to all people. It diminishes your brand. If you try to be everything, your podcast brand won’t have an identity.

FORD BRAND

 

Ford recently announced they plan to stop making all passenger cars except the Mustang. The auto manufacturer feels the sedan is becoming less and less relevant to American motorists. The company will now focus on the pickup, SUV and crossover-utility vehicle markets, feeding on the healthy parts of their business.

What Ford is really doing is focusing the brand of the company. Ford’s F-series truck has been America’s best-selling vehicle for the past 36 years. That is among ALL vehicles. It has been the best-selling truck in the U.S. for 41 years. Ford is known for trucks. The company is going all in on its brand.

PORSCHE BRAND

Now, think of the Porsche. What comes to mind? Its slick design. Its speed. One of the world’s greatest sports cars. I love the Porsche 911 Carrera with the sloped back and those classic, round, bubble headlights. It is the 2-door sports car icon.

When you think of a Porsche, do you think of a Crossover … this centuries answer to the station wagon of the 1970s? Pile the kids in the back and head to WalMart.

No. The Porsche is the epitome of masculine sports car. It is not the station wagon substitute.

So, why did Porsche roll out the Cayenne mid-size luxury crossover sport utility vehicle in 2002? How does this help their brand? Porsche shouldn’t be crossover nor sport utility. That isn’t what the brand stands for.

Reviews of the vehicle say the Cayenne can go zero to 60-miles-per-hour in 3.7 seconds with a top speed of 177. I guess that will be great if you’re running late for the school carpool.

Brands occupy a position in the mind. McDonald’s sells hamburgers. Nike is known for running shoes. Ford is known for pickup trucks.

When people think of your brand, what comes to mind? How are you making your position unique from everyone else?

CREATE YOUR PODCAST BRAND

Here are 8 ways to position your podcast brand to create a unique image in the mind of your consumer.

 

1. Talk about what you care about

Find topics that excite you.

Stay focused on your topic.

 

2. Show prep

Know the position you will take with this topic.

 

3. Tell stories

Stories are unique and engage.

We talked about this on the last episode.

Stories help you build familiarity, likability and trust.

 

4. Have a goal for every episode

When listening to “Smart Passive Income” with Pat Flynn, Pat said podcasters and speakers should always ask, “What transformation do you hope to have happen for your audience?”

 

5. Make it interesting by being interested

This is applicable even with guests.

You can’t expect your listeners to be interested if you are not.

 

6. Don’t take the first idea, work a topic

There are various things to do with a topic.

It doesn’t always have to be an interview.

You could use a parody song, skit, long form report with natural sound (experience), demonstration or a variety of other treatments.

 

7. Never be boring

Do something unexpected.

 

8. Have a strategy

Not only what you hope to accomplish, but determine how to accomplish your goal.

Define how the content affects the brand.

 

Don’t try to be all things to all people. It diminishes your brand. If you try to be everything, your podcast brand won’t have an identity. Position your podcast brand to create a unique image in the mind of your consumer.

 

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.

Podcast

Which Brand Building Side Are You On? – Episode 200

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Which Brand Building Side Are You On? – Episode 200

Build Your Brand
Copyright: verranda / 123RF Stock Photo

Have you picked a side when building your brand? Are you trying to please everyone? Brand building requires stirring passion in your audience and upsetting a few others.

You have heard the saying … “You can please some of the people some of the time, but you can’t please all of the people all of the time.”

Let’s pretend we survey your audience. We ask them to rate your show on a 1-to-5 scale. 1 represents hate it. 2 is dislike it some. 3 is so-so. 4 is like I it some. 5 being love it. What do you think is the worst rating someone could give you?

It is actually a 3.

If everyone rates your show as “so-so”, nobody cares. There is no passion for your content, for you, for any of it.

LOVE/HATE

You need to pick a side and stand for something. You need to make some love you while making some hate you. That is the only way it works.

I don’t read my reviews on iTunes. They do very little good. You can’t let one person drive the direction of your show. Do what you know is right.

For some reason I popped into the reviews the other day. Maybe it has something to do with hitting the 200 episode mark.

Here is one negative review I received …

“Talks in circles. Repeats himself incessantly. 30 minutes of audio equals 2 minutes of content. Always selling you something. Loves to tell you he has 30 years radio experience. Ok, I get it, you can fill dead air.”

I decided to dig into this reviewer a bit to see if he has any credibility. Here are some of his other ratings.

Cliff Ravenscraft – one star

Wait, Wait Don’t Tell Me by NPR – one star

Podcasting Smarter by the Podbean team – 2 stars

Powerpress Podcast by the Blubrry team – 3 stars

How does his negative review affect me? It doesn’t. It might sting a little, because we all want everyone to like us. On the other hand, it doesn’t have any influence on my podcast or the direction of my business.

Yep, I have 30 years in radio. That is what makes me different from every other podcast about podcasting. I have put in the work. When I started, I did the overnight shift on the radio for 3 years to pay my dues and cut my teeth. I have done nights and mornings and afternoons and lunch. I have coached many broadcasters and podcasters alike. I have built successful morning shows. I have learned from the best and know what works. That is my authority.

What has this guy done? I don’t know, because he uses an alias when he trolls the internet. Does he have a podcast? I don’t know that either, because he likes to be anonymous. So, why would I let him influence my show?

BE UNIQUE

However, I appreciate the rating. With his comment, I know that I have defined my unique selling proposition (USP) to the point where some love me and some hate me. I am creating passion in one direction or the other.

As long as I have more loves than hates, I know I’m growing. My average rating is 4.5 out of 5. I don’t think I need to worry much about this guy.

And that’s what you need to do to develop your brand. Define your USP. Determine what makes you unique.

I was coaching a podcaster the other day. He is a career coach.

As I was listening to his show, I realized he really had no USP.

What separates him from other career coaches?

Together we worked on the brand of his show. We transformed his niche from career coach to sales career coach. He is not focused on how to sell, but how to make the transition into sales.

GREAT BRANDS

Great, iconic brands anger a few people while they are creating brands that last.

Apple vs. IBM. Star Trek vs. Battlestar Gallactica. Vans vs. Keds. Harley Davidson vs. Honda. Which of these create passion while rubbing others the wrong way and which are vanilla trying to please everyone?

These brands are discussed in one of my favorite branding books. It is called “The Power Of Cult Branding” by B.J. Bueno. Check it out.

When you start getting some haters, you know you are on the right track. You won’t get them unless you pick a side.

Be unique. Create some separation. Decide what you stand for.

 

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.

Podcast

8 Keys to Build Your Podcast Brand – Episode 187

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8 Keys to Build Your Podcast Brand – Episode 187

Top-of-Mind Awareness with your Podcast Brand
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Building your podcast brand is a big step toward audience growth. If you want to keep listeners coming back time and again, you need to build top-of-mind awareness. Your listeners need to think of you first when they think of your niche.

To build your memorable podcast brand, follow these 8 steps.

 

1. BENEFITS, NOT CONTENTS

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 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 buy 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.

 

2. BE WELL PREPARED, NOT SCRIPTED

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.

 

3. BE CREATIVE

Create “theater of the mind.”

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. Create theater of the mind.

 

4. MAKE THEM FORGET

There is a primary reason most people seek entertainment. They want to escape reality. Help your listener make their escape by making them forget they are listening to a recording.

People want to forget about their troubles of the day. To get away, they watch movies, go to concerts, watch television, listen to radio and spend time with your podcast. People get wrapped up in another time, place and story. This makes them forget about their reality, even if it is only for a short time.

Take them to another place with your podcast by using stories. 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. It is engagement.

So, how do you make them forget? How do you engage and entertain to the point where your listener is so engrossed with your content that they forget about everything else? What are the steps to create a great story?

The intriguing introduction. The vivid details. The powerful conclusion. Then, ask “what else?”

Take a few tips from movies and television. Tell compelling stories just like the movies.

[ESSENTIAL ELEMENTS OF POWERFUL STORYTELLING – EPISODE 129]

 

5. FEAR IS THE ENEMY OF CREATIVITY

Think about a speech you have given. When you have only rehearsed the speech a couple times, anxiety sets in.

Thinking about making a mistake makes you nervous. Your lack of preparation is the cause. You worry that you may forget something. You are not prepared.

On the other hand, when you have rehearsed the speech many, many times, you eventually know it by heart. You begin to feel much more confident. The worry isn’t present. You begin to relax.

When you relax, the spontaneity kicks in.

Spontaneity in your speech happens most when you aren’t worried about the mechanics of the presentation. Your mind is allowed to move naturally through the material.

This relaxation helps you become truly engaged with the audience and material. Wonderful, creative, spontaneous things happen when you reach this point.

The same can be said for your podcast. When you know the material, have defined a specific goal for the show, and have mapped out a plan to achieve that goal, your podcast will be filled with many “oh wow” moments.

When you worry about your content, you have no brain power left for spontaneous things to happen.

Where are you spending your time? Are you too busy thinking about the next question and blocking out the spontaneity? Is rehearsal really the enemy of spontaneity?

 

6. BE INTERESTING BY BEING INTERESTED

Listen to your guest. You become interesting by being interested.

Podcasters often ask how long their podcast needs to be.

Your podcast needs to be as long as it needs to be. As long as it is interesting, it isn’t too long.

You need to do your homework prior to the interview. You need to know what makes your guest interesting. What will make your guest engaging to your audience? Find that story, and help your guest bring it to life.

You become interesting by being interested. Listen to the answers your guest provides. Then, ask great, intriguing, follow-up questions.

 

7. TELL STORIES, DON’T READ

Walt Disney was one of the greatest storytellers of our time.

When you examine his work, you realize he wasn’t a great story writer. He was a fantastic story teller.

Snow White, Pinocchio, Fantasia, Dumbo, Bambi, Cinderella, Peter Pan, Jungle Book. All are stories written by someone else. Disney just turned them into great stories that sometimes didn’t follow the original exactly.

Snow White – “Snow White” is a German fairy tale known across much of Europe and is today one of the most famous fairy tales worldwide. The Brothers Grimm published it in 1812 in the first edition of their collection Grimm’s Fairy Tales.

Pinocchio – The Adventures of Pinocchio is a novel for children by Italian author Carlo Collodi, written in Florence. The first half was originally a serial in 1881 and 1882, and then later completed as a book for children in February 1883.

Fantasia – The movie was developed around the Sorcerer’s Apprentice, a German poem written in 1797 by Johann Wolfgang von Goethe.

Bambi – Bambi, a Life in the Woods, was originally published in Austria in 1923 and written by Felix Salten.

Cinderella – This movie started as a European folk tale. The first written European version of the story was published in Naples, by Giambattista Basile, in 1634.

Peter Pan – Peter Pan is a character created by Scottish novelist and playwright J. M. Barrie in 1902. Peter Pan, or The Boy Who Wouldn’t Grow Up, premiered on 27 December 1904 in London.

Jungle Book – The Jungle Book (1894) is a collection of stories by English author Rudyard Kipling. The stories were first published in magazines in 1893–94.

Even recent, successful movies created by the Disney company after Walt Disney’s death were based on stories written by others.

Hercules – Greek myth

Mulan – Chinese legend

Tarzan – 1914 book by Edgar Rice Burroughs

Tangled – Base on Rapunzel published in 1812 Brothers Grimm

 

Model the Disney filter.

Walt Disney’s upbringing shaped his view on life and influenced how he told stories. According to the book “Walt Disney – Hollywood’s Dark Prince” by Marc Eliot, Disney’s life on his boyhood Missouri farm was harsh.

Walt was unsure of his father, because he had no birth certificate. He grew up in a very strict household where his father often used corporal punishment. Walt’s mother usually did very little to tame the strick hand of the senior Disney.

Growing up on the farm, Walt and his brother Roy were required to do chores to earn their keep. They would attend school during the day while working on the farm at night. There was no time for friends. Walt’s friends were the various animals around the farm.

The life Disney experienced on the farm influenced his films.

If you study the films created by Disney while he was alive, you see the evidence. Most of Disney’s feature-length films contain a protagonist with no father figure. The main character is typically a lonely outcast who has made friends with various animals.

Think of your favorite Disney character. Does that individual fit that description?

Cinderella. Snow White. Mowgli in the Jungle Book. Peter Pan. It is all right there.

Disney didn’t write great stories. He told great stories as seen through his filter.

Plan your story using your own filter.

Many podcasters believe that planning all of their content removes the opportunity for things to happen. Does planning remove the fun from your show?

Not at all.

When you spend less time trying to think of the next piece of content, you can spend more time thinking about how to make the next piece of content amazing.

Organizing your content is the key to allowing your content to become entertainment.

 

8. THE CLOCK

The one tool most radio hosts use to organize their show is a show clock. This is basically a schedule of what is to happen on the show and when those pieces of content occur.

The show clock becomes even more important when you have a co-host. The clock puts all members of the show on the same page. Each host knows exactly what is coming up and when it is supposed to happen.

You can download the PTC Show Clock template in the worksheet library online at PodcastTalentCoach.com.

Use these 8 steps to build your podcast brand.

 

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.

Podcast

9 Things To Create A Unique Podcast Brand – Episode 179

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9 Things To Create A Unique Podcast Brand – Episode 179

Unique Podcast Brand
Copyright: outstyle / 123RF Stock Photo

When I began in radio nearly 30 years ago, I began developing my style by copying my mentors. It wasn’t long before I realized I would never stand out by being a cheap imitation. Here are 9 things you can do to create your own unique podcast brand.

Standing out and being unique is critical when creating a memorable brand. Work to get your listeners to remember you. If you want them to come back episode after episode, your show must be memorable.

MY “A-HA MOMENT”

One day early in my career, my program director and I were reviewing my show. During the session, my mentor stopped the tape. She said, “When are you going to stop trying to be everyone else and start being yourself?”

That comment stung a bit. Then, I realized how right she was.

It was that day that she challenged me to get out of my comfort zone and work to become unique. Becoming memorable was the only way I would win. It was the only way I would be a success against all of the other shows in town.

I have worked on my brand for over 25 years. Day in and day out, I work to refine what I do and become memorable for my listeners. My brand has helped me stay on top for over a decade.

Here are nine important steps you can take this week to begin the journey of creating your unique podcast brand.

9 BRANDING STEPS

1. Find your unique selling proposition.

2. Be yourself. You are the best you, and you are unique.

3. Create a 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.

4. Tell stories. Your history is unique.

5. Incorporate your experience. Your experience is unique.

6. Ask questions others fail to ask.

7. Use a format others don’t use. Develop a different show format.

8. Incorporate production values into your show.

9. Provide great customer service. Make people feel special.

NEED HELP?

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.

Podcast

3 Key Elements To A Rockstar Podcast Brand – Episode 108

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3 Key Elements To A Rockstar Podcast Brand – Episode 108

Taylor Swift

Why is a brand so important for your podcast? Your brand communicates the essence of you, your podcast, your business and everything you represent.

There are many, many definitions of a brand. Basically, it is your identity.

When people think of you and your podcast, what comes to mind? There are usually a couple words that your brand represents in the mind of the consumer.

Apple is Think Different. Nike is Just Do It. Ford is Built Ford Tough.

Those brands are more than just slogans. They mean something to the consumer. Different is part of the fabric that makes up Apple. Everything they do is different.

Many companies try to add slogans thinking it will become their brand identity. Most of the time, the words just become throw away tag lines.

IBM is currently using “building a smarter planet” as their slogan. What does that mean? There are many articles written on the brilliance of this campaign. However, most of the writing centers around the cool logo, the social aspect of the idea and Watson, the mega computer. How does that change my life? What’s in it for me? How am I smarter because of that slogan?

An iPod is different. The iOS platform is different. Apple is different. When I interact with the product, I am different as well. We can be different together.

“Different together” is one element of a cult brand as described by B.J. Bueno in “The Power of Cult Branding”. We’ve discussed that in a past episode.

I truly enjoy studying branding. When I was completing my M.B.A., I studies branding all I could. I have read many books on branding in addition to “Cult Branding.” Those include “The 22 Immutable Laws of Branding” by Ries & Ries and “Brand Like a Rock Star” by Steve Jones.

“Different together” brings us to the first element of a successful brand.

Consistent

To create a solid brand, you need to be consistent. Consistent with your message. Consistent with your promise. Consistent with your image.

When you think of great brands like McDonald’s, Coca Cola and Nike, you can see the evidence of solid consistency. When you walk into McDonald’s, you know exactly what you will get. You’ll get inexpensive hamburgers fast.

It doesn’t matter if it is a McDonald’s in Missoula, Montana or Mexico City, Mexico. The brand will be the same. You may be experience some small differences in the menu. For the most part, you’ll still get hamburgers, french fries and a Coke.

And of course the Big Mac. If you head into a McDonald’s and suddenly find fish n chips or bratwurst as the main entree, your trust in the brand will be destroyed. You won’t be sure what you’ll get next time you visit.

Your podcast must be just as consistent in order to create a great brand. Your listener must know exactly what they will get each time they listen. They come to your show to receive your promise. Deliver every time. Deliver consistently.

Consistency doesn’t mean lack of variety. It simply means that you always deliver your promise. McDonald’s offers different sizes. They offer chicken and fish sandwiches. You can get McNuggets. Either way, it is always inexpensive food fast when you want it. And the burgers are always there.

You are creating a brand when you are creating your podcast. You need to deliver consistently each time your listener tunes into the show. Foster that strong relationship with your audience. Be consistent.

Benefits

Your podcast should contain some sort of call to action. You might ask the listener to visit your website. You may ask them to contribute to a cause. Selling your product is a definite possibility. Simply tuning in again is a call to action. Whatever it happens to be, the call to action is part of the relationship building process with your listener.

In your call to action, be sure to sell benefits, not features. If you are selling a cookbook, the large print, stain-free cover and fact that it will stay open are all features. The ease at which the cook can read the book at a distance, the way it will stay clean to hand down to the next generation and the hands-free help it provides are all benefits. People don’t buy products. They buy what the product will accomplish.

How often does Starbuck’s promote their fine coffee bean. The answer is very little. Starbuck’s spends their time creating the Starbuck’s experience. They market the way Starbuck’s makes you feel. They aren’t promoting the warmth, color and robust flavor of their coffee.

Starbuck’s creates a relationship and true experience. They sell the way the coffee experience makes you feel. It is the barista, the smell, the music, the drink names, the cup, the sleeve, and even the lid. It isn’t warm, dark caffeinated beverages.

Find the true benefits of your podcast and product. Then, promote them heavily. People buy benefits.

Last week, we discussed changing your show introduction to better reflect your benefits.

Unique

Great brands are unique. Not simply a different shade of gray, but truly unique. 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 avoid upsetting 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 brands are usually both loved and hated. Apple is loved and defended by the converted and outcast by the PC crowd. Harley Davidson is loved to the extent that the converted tattoo the logo on their bodies.

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 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. Taking a chance is really the only way to get noticed. Safe blends in. Risky stands out. Great brands are unique.

Take this week and review your brand. Look for consistency, the benefits and the uniqueness. Are you succeeding at all three elements of powerful brand? Where can you improve?

Successful brands do not happen overnight. It takes time. We are creating a relationship. Continue to build your consistency each week. Keep your listener at the forefront of your content. Then, find ways to be unique.

I would 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.

 

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