There are a variety of ways to bring listeners to your podcast and clients to your business. However, many people confuse marketing, advertising, promotion and public relations.
There is a difference between the four. Yes, you need to use all four. However, understanding the difference is critical.
MARKETING
When I got my masters in business administration at the University of Nebraska, we took a marketing class. As I was going into it, I thought marketing was advertising. I thought they were one and the same.
The first night of class, our professor asked, “What is marketing?”
We started answering with advertising. Then that expanded to promoting.
As she kept asking clarifying questions, we kept expanding the definition.
What about your logo? How about interviews?
By the end of the discussion, we had the definition. Marketing is the action or business of promoting and selling products or services, including market research and advertising.
Therefore, marketing is the overall process. It encompasses everything it takes to bring your product or service to market. Once you have your “thing”, how do you get people to buy it?
Your marketing includes everything from branding to advertising. It also includes design, packaging, research, advertising and public relations.
That means anything you do to promote and sell your products and services is included in marketing.
ADVERTISING
Now if that is the definition of marketing, then advertising is a subset of marketing. Advertising is the activity or profession of producing advertisements for commercial products or services.
These are typically the ads you buy. Advertising involves an exchange of money or something of value for the exposure of your product or service.
You benefit with the exposure. The other party benefits by receiving financial gain.
PROMOTION
Promotion is typically free exposure. This part of marketing usually involves leg work. You hustle and get exposure.
The definition of promotion is the publicization of a product, organization, or venture so as to increase sales or public awareness. You get in front of people and publicize your stuff.
That means promotion is usually the exploitation of opportunity. It could involve holding up a sign in front of a TV camera at a rally. And promotion could also be handing out flyers at a conference.
This form of marketing also includes your activity on social media. You are doing the work and getting noticed.
PUBLIC RELATIONS
The other way to get exposure is through public relations. How does this differe from the first three?
No money is exchaged. Both parties typically benefit by the arrangement.
Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.
When you give an interview to another podcast or media outlet, you benefit by the exposure. The other party also benefits with the content. It is a mutually beneficial relationship.
Many people think public relations, or PR, is simply sending out news releases to media organizations. It is so much more than that. It is all about relationships with other influencers.
ABIGAIL SINCLAIRE
Abigail Sinclaire is the founder and CEO of Human Network Connection. She is hired by Entrepreneurs and Virtual Media Hosts to skyrocket their impact and income. Abigail helps these pro through interviews and collaborations that reach a wider audience and generate multiple streams of income.
Abigail joins us on the show today to show us how to leverage public relations to grow our podcast audience and build our business.
You can sign up for the Celestial Starprenuer PR Audit Call with Abigail. Combine your Public Relations with Collaborative Partnerships that will elevate your presence, generate more income, and expand your business. You can grab your call at www.PodcastTalentCoach.com/PR.
If you don’t have a mentor who can take your hand and walk you every step of the way, go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me. We will develop your plan and see how I can help and support you to achieve your podcast goals.
If you want to grow your audience, you need to find ways to reach new listeners. Promoting to your current listeners over and over again won’t do much to bring in new listeners. Find ways to get in front of people who are unaware of your show and invite them to listen.
On the show today, I am going to show you five ways you can find those new listeners over the next few days. You simply need to take action.
Before we jump into the five ideas, I have a little housekeeping.
PODCAST EDITING
First, if you want to free up time in your week that you spend editing your show, I can give you some help. I offer editing services for your show. This includes everything from basic show editing to full production and show notes.
Imagine what you could do to promote your show and grow your business if you had that time back every week. You can start with the basic package which will give you four shows a month. Or, you can check out the premium package with comes with one-on-one coaching, SEO-optimized show notes, images and thumbnails and more.
Visit www.PodcastTalentCoach.com/edit. Click on the “show me what is in each package” to see the full details of each. I would liove to give you back some time in your week.
Next, let me turn you on to a fantastic opportunity.
FIND PARTNERS
There is an event coming up March 3rd through the 5th. It is called Collaborate. This is an incredible way to find true partners who can help you grow.
During this virtual event, you are placed in small breakout rooms of around 8 people just like you. These are online experts in various niches such as online business, mindset, health and more.
Attendees are coaches, authors, speakers, program leaders, producers of podcasts, radio shows and events. Every attendee is looking to connect and partner with others to help each other grow their businesses, impact and income.
When you are placed in the breakout room, each person in the room has 2 minutes to tell others who they are, what they do, what support they can offer other attendees and what support they need.
If you find someone who might make a good partner and fits your niche, you agree to connect in the next few days to determine how you might help each other.
You will literally meet over 100 people. Not all will fit your niche. That will depend on your target.
Let’s say you help small businesses set up their accounting books. In a breakout room you meet a coach who helps small business leaders with their sales process. The two of you have the same target audience but offer different services. That is where the collaboration comes in.
However, there is an upgrade VIP option for only $47. I would highly recommend going VIP. You will find so much more value. You also get a directory of everyone who attends to help you find even more partners.
Get signed up. It will be the best three days you can invest to explode your next year.
I have attended Collaborate three times now. I’ve always gone VIP. This event has done more for my show and business than anything I’ve done. There were 40 people in my niche alone that I met at just one event. I meet more and more each time I attend.
Let’s talk about other things you can do over the next week to grow your show.
GET INTERVIEWED
First, get interviewed on another show. We talk about this a ton. Finding complimentary shows in your niche is a great way to grow.
Reach out to a podcaster in your niche to begin the discussion. I’m sure you listen to a few shows who target the same audience you target. Let’s chat with those podcasters first.
Send the podcaster a note. Start with something specific you liked about an episode. “Hey, Erik! Great episode on growing your show. I’ve just sent three e-mails to other podcasters to see if we can swap interviews. Love the idea.” Keep it short.
Next, tell the podcaster that it appears you target the same audience in complimentary ways. “As I was listening to your show, it hit me. It sounds like you help coaches refine their funnel so they can get more clients. I help coaches transform their information into entertainment on their podcast to get more clients.”
Finally, ask for an opportunity to talk. You are NOT asking for an interview. Ask for a chat. “Would you have time over the next week to jump on a call to see how we might partner and help each other grow?”
Get the call booked. Spend the first 20 minutes finding out what they do. Then, spend the next 20 minutes telling them what you do. Spend the last 20 minutes brainstorming ways you can support each other.
A podcast interview on both sides might come of this. However, bigger opportunities might show up that you didn’t even consider.
This is the way Collaborate works. Rather then sending a cold e-mail, you are in a room for people looking for connections just like you. Again, find details at www.PodcastTalentCoach.com/collaborate.
YOUR GUESTS
Your guests are a great resource to help you promote your show. Though you cannot expect it of them, it sure is nice when they share your interview with their audience.
Reach out to the person you interviewed or mentioned in the podcast. Tell them the episode is live. Then, tell them you would greatly appreciate it if they would mention it to their following.
Make it easy for them. Write the copy. Create the social media graphic. The easier you can make it for your guest to share the episode, the more likely it will be that they actually share it.
The same is true when you answer questions on your show. If you receive an e-mail and you include that question on the show, reply to the e-mail and let them know you answered their question on the episode. Give them a link. Ask them to share it the same way you would ask your guest.
SWAP
To promote your show, you could swap mentions with another podcaster. So many podcasters think the only way to partner with another show is to get interviewed on the show. There are many other ways.
One great way to get your show promoted is to swap mentions in your newsletter. Connect with another podcaster in your niche who has a decent e-mail list. You will know they do if they have frequent lead magnets are mailing often.
Connect just like we talked about. Reach out to let them know you appreciate what they do. Be specific. Tell them you have similar audiences. Ask if they would like to partner to grow. If you connect, simply mention each other’s show in your e-mails to your audience.
You could say something like, “Hey, I found a really cool podcast I thought you might enjoy. As you are trying to grow your audience and make money with your show, you need to be sure your process is solid. Check out the Yadda Yadda show. They help you build your process from lead magnet to shopping cart.”
The fourth way to promote your show is by leveraging your superfans. These people will be evangelists for your show, because they love it. If anyone will promote your show, it will be these people. You simply need to empower them.
First, create a list of superfans. Find the people that comment on your episodes, send you e-mail about the show and interact with you on Facebook. You know who they are. You might have 3 or 37. Write them down.
Next, create a post on Facebook and tag your superfans. Be sure to ask a question, so the post starts getting some interaction and gets seen by others.
This could be something like, “Just want to thank a bunch of the listeners to Podcast Talent Coach. Thanks to Bruce, Elaine, Greg, Josh, TaVona, Oscar, Laura, Chris, Rick, Prasha, Andy, Cat, Tony, Kim, Christine and so many others. I really appreciate you listening to the show. What is one idea you’ve picked up from the show that has helped your podcast?”
Be sure to respond to everyone who comments. Interact. If you can get some traction with the post, friends of your superfans will start to see the interaction. Mention your show by name so others can find it.
ADD A LINK
My final idea today is to add a link to your show in your e-mail signature. Make it easy to find your show.
Next, add some valuable content in the email with a call-to-action. This could be a free download or checklist or top 5 ideas. Make it something your audience can use. Make sure it is valuable.
Finally, invite your subscribers to share it with a friend. Say something like, “If you know someone who could use this information as well, please forward this e-mail to them. They can have this free resource as well.”
TAKE ACTION
There you go. Five ideas to grow your audience this week. Now, these ideas will do nothing to grow your audience unless you actually take action and do something.
Pick one of these ideas and take action. If you can get one done, select another and take more action. I would rather see you complete one than start all five and complete none of them.
If you want to start making powerful connections with others who can help you grow, I really encourage you to attend Collaborate. It is an amazing event that can help you skyrocket your growth. Get all of the details for Collaborate at www.PodcastTalentCoach.com/collaborate.
Have a great week.
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.
How can you keep you listeners returning week after week? We are going to talk about that along with marketing tips and podcast profits this week.
We are answering your questions on this episode of Podcast Talent Coach. If you have a question, e-mail me at Coach@PodcastTalentCoach.com. I read all of those notes and answer as many as I can here on the show.
MARKETING
I’m looking for marketing tips on how to get the podcast noticed and ranked.
– Dirk
In order to get your podcast noticed, you need to get in front of new listeners.
So many podcasters try to grow their podcast audience by posting on Facebook and sending e-mail to their list. The problem with this tactic is that all of these people already know you. They are already aware of your podcast.
If you are active on Facebook in groups and are allowed to mention your show there, you could get in front of new listeners. Be careful with regard to the rules of the group.
Many group owners don’t want you to promote in their group. You will need to mention your show while you serve.
If someone asks a question in a group regarding podcast growth, I might say, “On my podcast, I often recommend podcasters find ways to get in front of new audiences.” By doing this, I mention my podcast while answering the question and serving.
There are many other ways to get in front of new listeners. This could include summits, podcast interviews, guest blogging, e-mail shares and others.
GROW YOUR AUDIENCE
If you would like to learn how to grow your downloads, join me for a free training. It is called “How To Explode Your Podcast Audience In 6 Weeks Or Less”. It will be a live, hour-long training on Oct. 6, 2020 at 12 Noon CT.
Do you want to grow your audience, increase your downloads and add subscribers to your podcast?
Would you like to become a respected authority in your niche that will help you monetize your show?
Do you want to learn time-saving tips to consistently produce your podcast, find interesting guests, promote your episodes, record the podcast and edit your content?
In this free training, you will discover how to create a simple plan that you can consistently follow in just a few minutes a day to grow your podcast.
I would really like to learn how to create content that will keep listeners returning. I haven’t started yet, but I’m worried of running out of ideas or guests to interview, or that listeners will get bored and not listen anymore.
– Elizabeth
Wow, Elizabeth. What a packed question. Let’s take these in parts.
First, let’s start with the last part. How do you prevent listeners from getting bored and not listening anymore?
Many podcasters make the mistake of trying to create content for others. You need to create content that you find interesting and engaging. The key to being interesting is being interested.
When you try to force content simply because you think your audience wants to hear that information, you will suffer three problems. The content will feel hollow, because you aren’t excited about it. Producing the content will start to feel like work, because it isn’t your passion. Finally, your audience won’t grow, because you will be creating average content.
Instead, create content that stirs your passion. You will have great stories. Your shows will bubble with excitement. Listeners will be attracted to the energy of your show, because it is designed specifically for them. If you love it, they will love it. Be interesting by being interested.
GET THEM TO RETURN
Next, how do you create content that will keep listeners returning? The first thing to understand is the difference between promoting your content and teasing your content.
Promoting your content is just information. In my free training I mentioned, you will learn how to grow your audience. That is only the info. It doesn’t pique your interest or create any excitement.
Teasing my training creates interest, excitement and fear of missing out. When I say, “In this free training, you will discover how to create a simple plan that you can consistently follow in just a few minutes a day to grow your podcast”, that creates some excitement.
A tease is more than the ingredients in the box. A tease is the benefit and transformation the information provides.
TOPIC IDEAS
Let’s talk about your ideas. If you are worried about running out of ideas, you may not be in the right niche. If you are creating a podcast around your passion, the ideas should come easily.
Here is how you can be sure you are in the right niche. Take out a piece of paper and start brainstorming possible podcast topic ideas. You should be able to come up with 40 or 50 ideas in about 10 minutes.
What do beginners need to know? Talk about the biggest mistakes made by people in your niche? What do people need to know about your topic.
Don’t worry about the quality of the topics. Just write. Let topics lead to other topics. If you concern yourself about evaluating the topic, you won’t open your mind to produce 50. Just write.
INTERVIEW GUESTS
Finally, how can you get guests when you have very little to offer?
It is a misconception that people won’t come on your show simply because you are new. You won’t always be new. When you are on episode 50, episode 2 will still be there.
Episode 2 may only have 23 downloads this week. A year from now, episode 2 could have hundreds of downloads.
Your episode can live for years. Smart guests understand that value.
When doing interviews, you won’t start at the top with the biggest guests. Let your guests build on each other. At the end of every interview, ask your guest if they know two or three people who might make great guests for your show and find a benefit by appearing on your show.
If they can provide you a couple names, ask them if they will make an introduction. A warm introduction is much more likely to land you additional interviews. This is especially true if your guest had a great experience.
In each of these points, don’t let that little voice in your head get in your way. Getting your listeners to return, running out of ideas, a lack of interviews and bored listeners are all just symptoms of the Impostor Syndrome. You’ll be great. Just get started.
PODCAST PROFITS
I’m at that critical place of needing to make my podcast significantly profitable in order to continue. As my wife told me, “You are spending an enormous amount of time for a freebie.” I’d like to set up an efficient process to provide paid consulting for listeners. I did a little free consulting to test the waters and it went well, but I let the hurdle of logistics get in the way of moving forward with offering paid consulting.
– Dean
So many people want to make the process much more complicated than it needs to be. Don’t get all hung up in the funnels and back end and all the jargon.
When I started, my first client was from Canada. He reached out to me looking for help to refine his content and make it more engaging.
I quickly created a coaching program. For $500, he would receive 4 coaching calls with me. We discussed his goals and I made him the offer.
When he accepted the deal, I emailed him an overview of the plan and an invoice for our coaching. He mailed me a money order. We started coaching.
He had discovered a blog I was writing. Then he listened to my podcast. In that content, I would mention my coaching. That got things started.
As I picked up more clients, I moved to having clients send me payments through PayPal. My systems grew as my business grew.
It was no more complicated than that.
If you want to scale and begin doing group coaching, webinars and joint ventures, you will need more back end systems. But, you don’t need all of that to begin. Just find someone you can help and give them a way to pay you.
If you would like to learn how to grow your downloads, join me for a free training. It is called “How To Explode Your Podcast Audience In 6 Weeks Or Less”. It will be a live, hour-long training on Oct. 6, 2020 at 12 Noon CT.
Do you want to grow your audience, increase your downloads and add subscribers to your podcast?
Would you like to become a respected authority in your niche that will help you monetize your show?
Do you want to learn time-saving tips to consistently produce your podcast, find interesting guests, promote your episodes, record the podcast and edit your content?
In this free training, you will discover how to create a simple plan that you can consistently follow in just a few minutes a day to grow your podcast.
If you want to create a business around your podcast and generate revenue and profit, you need to have a plan and process. Move your listener from casual interest to buying fan.
You cannot start with making money. Start with you and your superpower. Then, you need to figure you what your audience needs. Where those two intersect is the solution to your business.
There are 4 Steps in the process of moving from podcast to profit.
1. Define your superpower.
Flush out your super power. What do you do better than most? When people seek advice from you, what are they asking? What topic do you love and can you talk about for hours?
2. Shape your content into entertainment.
Begin building your audience. Grow your engagement by adding value and helping.
3. Figure out the business profit proposition.
What does your audience need to solve their problems? Maybe they are looking for a job. They might need to learn what you know. Maybe they need to know how to negotiate.
There are three levels of teaching. Each comes with a different price. What to do, how to do, and do it for you.
“What to do” is typically free. This is usually your podcast and blog content, your lead magnet and free webinars.
“How to do it” is typically the entry product and a reasonable price. This could be a course, book or membership.
The “do it for you” level is typically the highest level. Your offering could either be a full-service offer or one-on-one coaching. This level is individualized.
4. Begin the funnel.
Now that you know your subject and have defined your business, it is time to begin moving your listeners through the funnel.
Attract your audience to your podcast.
Offer them a lead magnet to help them solve one problem quickly. This will start the relationship. Let the lead magnet be the start of the “how to do it” entry level product you have to offer. Many times the lead magnet is one resource from that course.
After they consume the lead magnet, offer your listener an low ticket item. This could be a $7 quick video course. It should be something a little stronger than the lead magnet, but inexpensive with huge value that will be a no-brainer purchase. Sometimes this is one module from your full course.
From the low ticket item, offer bigger help with your full course.
Get a few of your full course customers to purchase your complete “do it for you” level.
It is called a funnel, because fewer people make it to each level of the funnel. Many will consume your free podcast. A percentage of listeners will request your lead magnet. Only a fraction of those lead magnet consumers will buy your low ticket item. A portion of your low ticket buyers will pay for the full course. Just a few of those people will want the “do it for you” level.
Naturally, each time the price increases, the number of prospects that choose to participate decreases. The key is to get as many people in the top of the funnel to increase the number of people at the bottom of the funnel.
Start With Engagement
It all starts with engagement with your listener and building your audience. There is a resource available for you that will help you grow your podcast.
Cindy J. Holbrook is “The Visibility Wiz”. She is uniquely gifted at guiding entrepreneurs to thrive as they go up the ladder from being the best-kept secret to becoming a trusted and in-demand online authority. Clients benefit from her empowering systems and strategies that enable them to honor their own integrity and attract their ideal clients while building a fun and profitable online business.
VISIBILITY JOURNEY
In her business journey, Cindy transitioned from being a divorce coach to being the visibility wiz. She is now the host of the “Biz Success In 15” podcast. On her show, she features top experts that share HOT 15-minute strategies you can implement in 15 minutes or less to build your business. The show is designed to help you get seen, get known and get clients.
She has been featured on Huffington Post Live, Women’s Speaker Association TV, eHarmony, Prevention Magazine, AOL, MSN, Fox and a guest on numerous online summits, podcasts, and radio shows. Her mission is to guide entrepreneurs to have the confidence and the know-how so that they can succeed.
Today, we talk to Cindy about making the transition from divorce coach to visibility wiz. We discuss how she started over from scratch. She also tells us how she uses her podcast to grow her visibility and drive her business.
VISIBILITY NOTES
There are plenty of nuggets here to help you grow your downloads and engagement. Get ready to take some notes.
Don’t let starting at zero hold you back. Cindy had a huge list and business, but wanted to follow her passion. That required starting over.
She used what she learned building her first business to help others grow their visibility. Find ways to use her journey to inspire and build your podcast.
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.
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.
Have you ever struggled balancing content creation and podcast promotion? We all want to grow our audience. How do we increase those downloads? Focus.
I was working with a client the other day. He spends a lot of his time during the week creating his podcast and working with clients. However, his goal is to grow his show.
When you’re creating a business around your podcast, even if it is a side hustle, it feels like there is an endless amount of stuff to do.
When you don’t have structured time to do something, it expands to the allotted amount of time. That is where your flexible hours create an issue.
There needs to be time when you work “on” your business.
First, determine the activities that actually drive downloads. This could include online activity in social media, marketing to your list or other activities that get you noticed.
Then, determine the actions that drive your business. Who are your ideal clients? What type of clients make up the top 20% that drive 80% of your business? It is the Pareto Principle. Figure out how to reach those people.
Now that you know the activities that attract listeners, and you know the activities that grow your business, find a day you can dedicate to those activities.
Dedicate time for driving business.
Define the time. Then fill it. You can’t budget your money until you know how much money is there. It is the same with your time. You cannot budget your time until you know how much time you have to work with.
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 last few free strategy callsI’ve had with podcasters, we have been talking about money and generating revenue with your podcast. I had a call just the other night. She wanted to figure out how to sell sponsorships for her show.
One of my clients wanted to get his show on the radio. He wanted to work together to figure out how he could make it a profitable endeavor.
If you would like my help creating revenue streams with your podcast, you can get my free list of 6 Ways To Make Money With A Free Podcast at PodcastTalentCoach.com/makemoney.
As we have discussed before, sponsorships are a tough sell. Most traditional buyers want to buy podcast ads just like they buy radio ads. They simply are not the same.
With broadcasting, the ads are reaching a broad audience. Therefore, only a small portion of that audience will be interested in the product advertised.
With a podcast, the entire audience has an interest in common. If the product or service advertised is a good fit, it should be of interest to most of the audience. Therefore, you should be able to charge more for those ads.
I recently worked with a client on a very successful proposal. He had the opportunity to pitch a large governmental agency on sponsoring his show. His podcast reaches the exact audience they were trying to reach. The fit was ideal.
His podcast is getting about 1,000 downloads per episode. How much would it cost to do a direct mail campaign or broadcast advertising campaign to reach 1,000 interested, qualified buyers with a message?
If we estimate 1 out of every 4 people that receive a direct mail piece is actually interested in the message, we would need to send the piece to 4,000 people to find 1,000 interested people.
When it comes to direct mail, you need to add in all of the costs. Those would include design costs, marketing copy costs, the cost to buy the mailing list, the cost to print the mailer, and the money to actually send it out.
According to Media Space Solutions, total costs range anywhere from 30 cents for the do-it-yourself type to $10 per person for the professional job.
So, let’s say you have the ability to do a bit by yourself. You can do the copy and design, but hire out the printing, buy the list and pay for the mailing. We’ll say your direct mail piece is $2 per piece landed. That would be $8,000 per mailing to reach the 4,000 people if we are figuring it takes 4,000 direct mailers to be as effective as 1,000 rabid podcast fans.
To reach those 4,000 people on a weekly basis at $8,000 a pop, you would be spending $416,000 per year.
My client and I discussed laying out this scenario for the agency. First, discuss with them the marketing costs they would possibly already be spending. Then, educate them on the rich value of the podcast audience.
Now that we have them envisioning the cost it would take to reach that audience weekly, we then tell them we can help them achieve that reach for a fraction of the price. We decided on $100,000. Less than 25% of the direct mail costs.
Then, we stacked up the bonuses. He offered to include them in the radio show, in the newsletter, on the website and in social media posts at no extra charge.
He sold the value and the ability to measure the downloads of the podcast.
The prospects were very interested and plan to budget the expense for next year.
This is what he e-mailed me after the meeting …
“Erik – Here is why you are worth $150 an hour….(I think you are worth more). I started off with the question – So is it important to be branded to a growing audience of highly engaged listeners? They said absolutely – I reinforced this with the NPR 75% retain sponsor information from listening to a podcast. While I didn’t get the big fish at the conference yet and let me emphasize yet- I happened to be in a target-rich environment and kept digging with those other pots of money from the same organization and I sold sponsorship for 12 episodes at 2k each to grant managers lower in the food chain. And still going after the 100k in upcoming cycle. Our discussion was extremely helpful.”
That is one way to make money from a podcast. It is all in the framing of your value.
When you approach potential clients, make your sponsorships more than commercials on the show. Sell them a whole package. Give them something more and make it special.
Add them to your website
Include them in your newsletter
Showcase them on the show with an interview
Share them on social media
Create affiliate programs
Keep in mind when you do the commercials within the show, make your ads unique and entertaining. Your ads should be just as entertaining and informative as your content.
This is just one way to create revenue with your show. There are many others. You can find my list of 6 Ways To Make Money With A Free Podcast at PodcastTalentCoach.com/makemoney.
Do you need help with your podcast? Let me help you develop a plan. I can help you find ways to build a business around your podcast just like I did here. Get a free strategy session with me under the coaching section online at www.PodcastTalentCoach.com.
Let’s turn your information into engaging entertainment.
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.
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.
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.
Are you like me? Have you said that to yourself more than once? Things could have been so much easier.
I’m like most podcasters. I wanted to make money with my podcast. It sounded so easy.
As I was building Podcast Talent Coach, I had always heard about the concept of the product suite. It sounded great. Create a suite of products along with multiple streams of income. You then have money coming from every direction.
That’s where my journey started. I created my Podcast Talent Coach workbook. I was also working to create my course, my speaking platform, my coaching and my live events. It was going to be the ultimate product suite around my expertise.
How many streams did I have launched after 3 years? One.
Yep. Only one.
And it didn’t get much better.
How many did I have launched after 7 years? Two.
Two streams after seven years. It sure wasn’t happening as fast as the experts made it sound.
What happened? Where was my traction?
Now that I look back using what I now know, I realize I didn’t get things up and running until I learned how to focus on the single task at hand.
It was all about focus.
As Confucius said, “The man who chases two rabbits catches neither.”
Once I focused on the single, most important thing until completion, my momentum multiplied exponentially. It was crazy.
Focus helped me reach my goals so much faster.
Now, I have a plan in place to launch 4 more streams. But, all in due time. And all one at a time.
Had I learned to focus from the start, it would have saved me so much time, energy and pain.
Take time to find the idea that is right for you. Look for the low-hanging fruit. What is the easiest idea to select that you could get launched quickly without a big investment of time?
Dan Miller from “48 Days To The Work You Love” tells the story of selling his original version of his book in a 3-ring binder. He took orders, printed them at a copy shop and mailed the binder to the customer. He got proof of concept and launched. It wasn’t perfect. But, it was done.
Pick one idea and go. You won’t know until you try.
If you want help refining your strategy, take advantage of my FREE podcast strategy session.
There is no hard sell during the call. We talk about you, your podcast and your goals. We create a plan. At the end, if we work well together, I’ll ask if you would like my help with the plan.
That’s it. That is the whole pitch. If you are comfortable executing it on your own, we are all good. If you’d like my help, we can talk about how that would look.
I just hope to help you learn the lessons I learned the hard way without putting you through the time, effort and pain.
You have probably heard the saying, you can spend money or your can spend time. Do you want to go through the process with trial and error, or would you like to take the fast path?
I was on a coaching call with James the other day. He is struggling with the process of creating his podcast. He feels it consumes a lot of time during the week that he would rather be dedicating to his business.
As we talked about his process, we realized he touches his podcast many times throughout the week. This includes developing the topic, researching the idea, creating his outline with the Show Prep Planning Worksheet [ Click here to download], finding time to record, editing the show, creating the show notes, publishing the show, and marketing the podcast.
James and I developed a plan where he would batch a bit of his work. Rather than spending time every week developing topics, James began using a content planner. He now has topics for the next 12 weeks planned out. He now just needs to create the episodes. There is one big chunk of his week back.
How can you batch part of your process? Maybe you can record a few episodes at a time to save on studio set up time. Maybe you can publish a few at a time and schedule them to be released according to the plan and save time there.
Find areas of your process that you can refine. Just because everybody does it one way doesn’t mean you need to follow along.
If you would like help with your process like James, give the FREE Podcast Strategy Session a try. You can find the info at podcasttalentcoach.com/coaching.
Everybody wants more downloads. We all want our listeners to engage with our content. So, why isn’t it happening? No matter what we try, it seems our effort to create engagement fails.
The gurus make it sound so easy. Build your audience and you’re all set. Oh, if it were only that easy.
What is the difference between the podcasts with huge audiences and the podcasts with 100 listeners? Actually, it is a fine line.
There are six areas of your podcast you can examine to give you a better chance at engagement. These are six primary reasons your podcast engagement fails.
1. Does your podcast content entertain? (Use 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. This would be 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 late night 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. Do you 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.
3. Are you creating 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.
4. Do you 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.
5. Do you 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.
6. Do you 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.
If you want people to engage, there has to be something in it for them. Make them care. Help them and thank them.
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.
[PODCAST BRAND]What Is Your Superpower? – Episode 210
Develop your unique position
Have you defined and developed your superpower? If you want your podcast brand to stand out from others and be the podcaster that comes to mind first when thinking of your niche, you need to have a superpower. It is what makes you different.
I was in a strategy sessionwith a podcaster the other day. We were discussing his podcast and how he will stand out from the crowd.
Aaron has a new podcast that is all about building your online brand. Sales is his background. He had a successful sales career and is now making the pivot to online business.
The podcast will allow listeners to follow Aaron’s journey as he makes the transition. Listeners will get to learn from his success and failures as he pivots. It will be a fun show.
In the next month, he will use his one-way ticket to Europe to visit his sister and decide where his journey takes him. Aaron will become a true nomad entrepreneur with a freedom lifestyle that will allow him to live anywhere he would like.
Just search Apple Podcasts. There are many podcasts about online business and personal brand. How can Aaron stand out from the hundreds of other shows with a unique podcast brand?
It is all about his superpower. He has an amazing career in traditional sales. He can transfer those skills to online business. He is a millennial. On top of that, he will be living a traveling lifestyle that will allow listeners to live vicariously through him.
His stories of travel is probably Aaron’s biggest superpower. You don’t know what will happen next. Where is he in the world? What is he encountering? Do people around the world know him? This all creates some anticipation, unknown, and a sense of uncertainty. What will happen next? This has the makings of a great podcast. Definitely unique.
What is your superpower? How do you develop it into a powerful, podcast brand?
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 and podcast brand, 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.
YOUR MENTAL FILE DRAWER
There is one file in your listener’s mind that you occupy. Your podcast brand can’t occupy multiple files. You must pick one. Define that file and do all you can to support that image. That is the essence of your podcast brand.
Where does McDonald’s fit in your brain file? McDonald’s is probably the “Fast Hamburgers” file? Does it also fill the “Milkshake File”? Probably not. Sure, they serve milkshakes. However, that file is probably occupied by your favorite ice cream shop.
Where would Cheetos fit in your brain file? It would go in the “Lip Balm” file, right? Of course not. However, Frito-Lay launched Cheetos Lip Balmin 2005. It failed miserably, because Cheetos occupies the “Cheesy Puffed Snack” file in your brain.
Your podcast brand can only occupy one file. Pick the one image your brand can own? Define your brand.
Do not try to be all things to all people. What is the one thing for which your brand can be known? What is your file?
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 would love the opportunity to help you build your podcast brand. Check out the video at podcasttalentcoach.com/coaching and 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.
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.
Grow Your Podcast Audience Challenge – Episode 203
Join the Download Challenge
Most of us want to grow our audience, increase downloads and become more influential in our niche. It is usually one of the goals I hear from podcasters. If you were to list your top three struggles with your show, would one hurdle you list be increase downloads?
YOUR HURDLES
When podcasters reach out to me for their free strategy session, they answer a few questions before we get on the call. One of those questions is, “In what ways do you need help with your podcast.”
I reviewed the last five requests I received. Four listed some form of “increase downloads” as a struggle. “Marketing and promoting the show” was on one form. One said, “Increase our audience – not sure what’s holding us back”. I heard, “Getting more listeners and paid supporters”. The fourth listed “gaining subscribers”.
Growing your audience to increase downloads is usually somewhere in our goals regardless of the length of time we have been podcasting. You’re not alone.
THE CHALLENGE
I want to help you grow your audience, but only if you are serious and ready to take action. I am launching a 30-day challenge which might turn into 60 days. As the studies show, it takes a minimum of 21 days and average of 66 days to form a new habit. We’ll see how it plays out. Get details at http://www.podcasttalentcoach.com/downloadchallenge.
It takes consistent action to build an audience. This challenge will help you take consistent action by holding you accountable in a group with the same goals.
NEW HABITS
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 study by colleagues at University College London and published in the European Journal of Social Psychologysays 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.
BRANDING
In radio, we talk about top-of-mind awareness. Brand advertising is designed to help make brands memorable.
When Coca-Cola runs their brand advertising campaigns, they don’t expect you to drop everything you are doing and run to the store to buy Coke. When McDonald’s creates their branding commercials, they don’t think you will suddenly turn around and pull into a drive-thru. These brands are creating top-of-mind awareness.
These companies want to be the first brand you think of when you are hungry or thirsty. When you pull into a quickie mart for a drink, they want you to think Coke. When you ask your kids where they want to grab a bit to eat, they say McNuggets from McDonald’s. It is all about top-of-mind awareness.
How many brands of toothpaste can you name? Quick, off the top of your head. How many come to mind?
You can probably name the toothpaste brand you use and the one you use when your favorite isn’t available. Maybe one more. Unless you work in a grocery store, you can probably list 2 or 3.
That list simply includes brands. There are multiple varieties within each brand. When I checked the Crest toothpaste website, I saw 60 different varieties available.
The only way for a brand to win is to create top-of-mind awareness. When people think of your niche, do they think of you? Are you in the top two?
YOUR BRAND
Your top-of-mind awareness doesn’t happen overnight. It takes consistent work. The same work it takes to increase downloads and grow your audience.
There are many ways to drive engagement. We have discussed many ways here on the podcast.
In our Download Challenge, we will use many of these to grow your audience. Today on the show, I want to review a few of my favorites.
ENGAGE
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.
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.
NETWORK
Network with other shows in the same genre. Help each other.
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.
If you know where your audience congregates, that would be a good place to look for them. There is a good chance others in your niche are talking to the people you would like to reach. Start making friends.
Start by commenting on their podcast. Send the host questions for their show. Become a familiar name.
Depending on the level of engagement the host receives from her audience, you will become a familiar name after some regular engagement.
Once you are on the radar, reach out with an introduction e-mail or message. Ask how you might help. Give first. See where it goes from there.
HELP OTHERS
Help other people. This help is intended for your listeners.
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 de facto guru in your space.
BE SOCIAL
Use social media to spread your message. Be active on Facebook & Twitter.
Consistently interact with others on social media. Avoid always asking. Offer to help. Don’t simply look around. Get involved. Be active.
Have you ever had that person in your life who would only call when they needed something? You know who I mean. They need money or they want an introduction or they need a ride. You don’t want to be that person online.
Social media is a great place to create relationships. If your activity is all one-sided, it will be very difficult to build friendships.
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.
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.
BE CONSISTENT
You need to be consistent if you want to build brand awareness. This involves interacting online on a daily basis.
The Download Challengeis designed to get us together to share ideas and help each other. We will share our download numbers. We will share our goals. We will hold each other accountable.
Every day we will post our progress and our activity. After 30 days, we will see what has worked. We will know where to continue our efforts.
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.
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.
Many of my clients and those that join Dave Jackson and me on the Podcast Review Show want to grow their e-mail list. Rather than offering a powerful lead magnet, many of them simply have a “subscribe to my newsletter” button. How often are you hoping somebody will send you another newsletter?
Let’s talk about building a powerful lead magnet that people will actually want. One that will drive your opt-ins.
What is a lead magnet?
Ryan Deiss at Digital Marketer defines a lead magnet as “a small chunk of value that solves a specific problem for a specific market that is offered in exchange for an opt-in.”
By that definition, “subscribe to our newsletter” is NOT a lead magnet.
Your lead magnet is the beginning of your relationship with your listener. Our intention is to eventually make them a customer. By having their e-mail address, you can provide them with some quick value and start building likability and trust.
I love Ryan’s definition, because you can look at your piece of content and know instantly if it is a true lead magnet.
Let’s look at each piece individually.
A SMALL CHUNK
A small chunk means your piece of content is easy to consume. It is small.
This should be a quick report and not a 148 page e-book. I can’t tell you how many free e-books I have saved on my computer that I intended to read, but never got around to it.
My quick count is 47. Very quick, but rough enough for you to get the idea.
I love the idea of getting an e-book. I just never set aside the time to read them. It takes too long. Therefore, I don’t move along the value ladder. The content doesn’t serve its purpose.
Create a lead magnet that offers quick results for one big thing. Give your listener results quickly that will move them along your value ladder and closer to becoming a paying customer.
When I first started creating lead magnets, I created 3 free videos. One is the power of one-to-one communication. One is the difference between marketing to men and women. The third is the power of theater of the mind.
Each video was 30-minutes of some of my strongest teaching. I saw Brendon Burchard release videos like this for his programs. I saw Jeff Walker release videos like this with Product Launch Formula.
What I didn’t realize was their videos were further up the value ladder. These videos were part of their launch sequence. I had already received their lead magnets. We had already started a digital relationship. Their videos were part of their training, not lead magnets.
My 30-minute videos were not successful in gaining opt-ins. I got a few, but nothing like my worksheets.
I offered a Show Prep Planning worksheet. It contains five questions that help you lay out your entire episode. This list is by far my largest list. 90 minutes of video training gets crushed by a checklist with five questions.
Make it easy and quick to consume.
OF VALUE
Do people actually want your piece of free content?
Not only does your lead magnet have value, your customers/listeners/tribe must be able to understand that value. Your lead magnet must have high perceived value.
If I tell you my list of 17 of the Most Powerful Podcast Interview Questions Ever will help you creating one-of-a-kind interviews without hours of preparation, you should be able to understand that it will save you hours of time.
My videos probably had trouble here as well. Long doesn’t necessarily mean valuable.
What will your piece of content do for your listener? Make that benefit and value clear to your listener.
THAT SOLVES A SPECIFIC PROBLEM
Your product will do one of two things. It will give your prospect pleasure or remove a pain. This is often referred to as vitamins or aspirin. When you look at marketing that usually works best, it contains a promise to solve a problem. Aspirin sells better than vitamins.
Your lead magnet should solve one problem. Not 17. One.
That problem should be specific, well-defined and easily understood by your audience.
Shave 3 hours off of your prep time.
Cut your post production in half.
Double your Facebook followers.
Lose 8 pounds in the first week.
Singular and specific.
When you get your listener quick results, you move your prospect up your value ladder. They experience the results quickly. This creates a niche that is very focused on a single problem you can now solve with the rest of your autoresponder series.
FOR A SPECIFIC MARKET
We know the problem. Now, we need to know that target audience. You cannot market your solution to an audience unless you have defined that specific audience with the specific problem.
When we know who they are, we know where to find them. We know what they want, need and desire. We know how to structure our communication. We know the pain points to address.
In radio, clients would often come to us to help create their marketing plan. I met with an owner of a local jewelry store. He was looking for ways to reach an audience he didn’t typically reach with his direct mail and newspaper campaigns.
My first question to radio clients is always, “Who is your target customer.”
This guy tells me, “Our customers are everybody, but mostly people 25- to 54-years-old.”
“Well,” I say, “that’s not a target customer. That is a family reunion.”
The 27-year-old male coming into the store is buying jewelry for a completely different reason than a 52-year-old female. He might be getting married for the first time. She may be looking for a college graduation gift for her daughter.
These two people probably have different budgets, different needs, different pain points, different language and a different sense of humor. You cannot communicate and persuade to both using the same message.
Define your target, so you can tailor your communication.
THAT IS OFFERED
People won’t know about your lead magnet unless you tell them. If you have a lead magnet, offer it to your audience in various ways.
“If you build it, they will come” only happens in the movies.
There are many ways you can get people to your lead magnet.
Tell your audience about your great piece of free content on your podcast.
Use your newsletter to spread the word.
Make sure it is prominent on your website.
When you are giving interviews, tailor the lead magnet to that specific audience.
Post the link on your social media.
If you have a few extra dollars, run some ads. However, only do this once you know the audience wants your lead magnet by testing it through the other methods.
IN EXCHANGE FOR AN OPT-IN
The whole reason we built the lead magnet is to get the e-mail address. Make sure you have set up your e-mail system to collect the addresses.
As you create your opt-in, make it easy. Reduce the number of hoops your listener needs to jump through. This is easier said than done.
When you build the steps, you add in their name and e-mail address and a bunch of other stuff. After the opt-in is complete, step back and look at the entire process. Do you really need all of it? Can you make it easier?
Only collect the necessary info. The easier you make the opt-in, the more success you will have.
LEAD MAGNET IDEAS
Resource kit/tool box.
Report or guide.
Free trial.
Cheat sheet.
Checklist.
Digital Marketer is a great membership. I get so much value from the Execution Plans. If you are looking for help in any aspect of your online business, chances are there is a course inside of Digital Marketer that can help.
Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.
I recently asked my tribe about the one thing they are struggling with most. This week, we are going to answer the questions and help you get over a few hurdles. We discuss getting booked as a guest, learning the technical side of affiliate marketing and choosing your content.
AFFILIATE MARKETING
One issue that is giving me trouble is the technical side of affiliate marketing.
There were many times when I wanted to give up my production and your show and enthusiasm kept me going! You are such a valuable resource for podcasting, thanks for giving meaningful and worthwhile content to make my podcasts better!
EKJ: I have found the key to affiliate marketing is the help you provide your audience with your content before the pitch.
Pat Flynn does this best. He will provide 50 minutes of great content you can use on your show. Then, he will spend 10 minutes pitching you on a program that will help you do just that.
When Pat was rolling out his affiliate training program, he spent most of his time on the podcast episode teaching his listeners where to share affiliate links. At the end of the show, he rolled out the details of the course.
This style feels natural. It doesn’t drip of a sales job. Pat offers great help. Then if you would like more, check out the program. If not, no problem.
Listeners could use the info on sharing affiliate links without ever taking the course. As a listener, I felt I received value from the episode, even though there was a pitch at the end. A little give and take.
Had the episode been nothing but what the program can do for you, people would feel like they were listening to a time share hard sell. I am sure you have heard those programs that say, “If you want the details, buy the program.” This is the opposite. Help before you pitch.
With regard to the technical side, make sure you are selecting products you love. Find products that use an affiliate service you understand.
Pat says, “You can serve and sell.”
If you find many of the products or services in your niche use JVZoo or ClickBank or Amazon or Commission Junction, learn all you can about that one service. Study a few to determine which one you understand. Then, become a pro at that one.
Most affiliate programs give you a unique link to the program or service. When a person clicks on the link on your site, the affiliate site tracks the visitor back to you. That is how you get credit for the sale.
You simply put this link on your website. If you are using WordPress, this would go within a post. You can add a button, graphic or URL link. The affiliate site will give you the choice.
You want to find products or programs you love first. Never become an affiliate for something you haven’t used or are not passionate about.
Then, set up the funnel. Sign up for the affiliate program. Get your custom link. Create a blog post on your website about it. Hyperlink it with your custom link. Now, promote it.
Don’t make it harder than it is. Pat Flynn’s information about affiliate marketing is a great place to start. Check out his free resource “Affiliate Marketing the Smart Way“.
GETTING BOOKED
My biggest challenge is getting booked on other shows (radio and podcast) as a guest expert. What is best way to do this?
Dr. Mike Lorence
CEO & Founder
Path For Growth
EKJ:
There are two ways to become a guest on a show. One is leg work. The other is an interview service.
If you want to do the work on your own, you need to create the relationship first. You cannot show up on a blind date and ask to get married. You need to build familiarity and trust first.
You can do this by commenting on their social media posts. You can answer questions in the comments on those posts. You might consider sending them information they might find interesting or useful.
As Gary Vaynerchuk says, “Jab, jab, jab, right hook.” Give, give, give and then ask.
Find topics and subject matter that will interest your prospective host. What are they talking about on their show? What topics interest them? Where might there be gaps in their knowledge that you might fill?
When you find these interests, send them articles and content from others first. Give them resources they can use.
After you have started the conversation, work toward asking for the interview. Explain how you might help their audience with a topic within your expertise. How might you elaborate on a topic they have recently discussed or something in the news that fits their genre.
When you reach out, make it easy for the guest to say yes. Demonstrate knowledge of their podcast. Mention your area of expertise. List some sample questions they might ask that you can answer. Show benefit to the host and audience. Then, direct them to some of the shows you have appeared on in the past for social proof.
The biggest mistake I see people make when they are requesting to be a guest for interviews is the lack of knowledge about the podcast. I get many e-mails saying, “Hey, Erik. I would love to be an interview on your show. Here is my content.” It is obvious that this person has never listened to my show, because they would realize I have never interviewed anyone.
The other, much easier way is to hire a service. There are a few that do this sort of thing. It is their job to get you on podcasts. Check out:
You can also search “podcast interview booking service”. You will see many results. If you go this way, check their references regardless of who you select.
I am not an affiliate for any of these sites. These are just sites that show up in my inbox every now and then.
You can spend time or money. You might choose a bit of both to see which works best for your niche.
CHOOSE YOUR CONTENT
I am struggling with knowing which content to put out.
– Richard Chelson
EKJ:
This could be taken two ways. Either you are having trouble coming up with topics, or you are having trouble deciding which topics would be desirable for your audience.
Let’s take each one separately.
If you are having trouble finding topics to discuss, your passion may not be your passion. Gary Vaynerchuk talks about this in his book “Crush It”. Gary suggests you come up with 50 blog post ideas before you start. This should take you about 10 minutes. If it takes longer, maybe your passion isn’t what you think it is. You should have a topic that you can discuss for days.
Don’t let the curse of knowledge get in your way. You may be thinking, “Everyone knows that.” Think back when you were just started. What didn’t you know? What is the first thing your listener needs to know to get started? Start there with your topics. Brainstorm and let them flow.
Now, if you have topics, but are not sure if your audience cares, I would first suggest you are approaching it in the wrong direction. You need to care first. If you are only looking for topics your audience enjoys, there is a good chance you could become bored.
You need to be interested in order to be interesting.
If you have topics that you love, but aren’t sure about your audience, look for discussions around that topic. Search groups and forums for questions. What is your audience already asking elsewhere? What do people ask you?
If one person has the question, there is a good chance others have it as well.
Whether it is getting booked, choosing your content, or some other aspect of your show, I’d love to help.
Do you have a question regarding 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.
Making money with your podcast doesn’t need to be seen as a bad thing. You shouldn’t feel guilty trying to generate revenue with your podcasting efforts. If you are offering something of value for your listeners while serving them well, selling something of greater value should be the next logical progression.
[Registration for The Powerful Podcast Interview Workshop is now open, but closes Sunday night (4/15/18). Enrollment is limited to 24 attendees. Learn more HERE.]
MAKING MONEY
The key to making money with your podcast is serving. You must serve your listener well first and foremost before you can every offer to sell.
If you haven’t built trust with your audience, any offer will simply be seen as a pitch. If I don’t know you, how do I know you have my best interest at heart with this product or service?
A sales pitch is defined as a talk or way of talking that is intended to persuade you to buy something.
Service is defined as the help provided to a customer by someone. It could also be the work done or help provided, especially for the public, the person or an organization.
Service doesn’t say anything about being free.
The difference is persuasion. If I have to convince you to buy something, I am making a sales pitch. If I am offering something you want and need that will help you, I’m offering service.
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 SELLING BAD?
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.
SELLING IS EASY, RIGHT?
I was listening to an interview with Founder and President of Piranha Marketing, Inc. Joe Polish. During that interview, Joe said great marketing makes selling easy and unnecessary.
Marketing is simply the process of providing your audience useful information.
Marketing is defined as the business activity that involves finding out what customers want, using that information to design products and services, and selling them effectively.
The process of marketing, by definition, is three steps. Find out what your customers want. Design products and services for that audience. Then, sell them effectively.
How do you find out what your customers want? You create a relationship with them. You offer information they can use. You test things. You give them the “what” for free. Eventually, you can sell them the “how: after you have designed the product around those wants.
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.
Polish said great marketing gets people properly positioned, so they are pre-interested, pre-motivated, pre-qualified, and predisposed to do business with you. Great marketing therefore makes selling easy and unnecessarily.
Consider any long form sales letter you’ve read or watched. Or, platform presentation you have seen where the speaker gives you great information for about 75 minutes and then pitches his product for the last 15. The majority of the information in that content is information you can use.
If you choose to not buy, you have still received information you can use. You have been helped. You have been served. You are also pre-interested and pre-motivated for the product.
Toward the end of the content, the pre-qualification takes place. If you are a podcaster who does interviews, and you seek to get better, create unique conversations and be seen as a pro, then my Powerful Podcast Interviews course could be exactly what you need.
This is a pre-qualification. “If … then”.
My audience is saying to themselves, “Yeah, I want to have interviews that are different from all the other people in my niche. I want to be seen as a podcaster who belongs with the big guys. I want guests to tell me this is the best interview they’ve done. Tell me more.”
If you have used your free content to truly engage your listener and create that strong relationship we’ve been discussing, the selling should take care of itself. Making money with your podcast should take care of itself.
Selling becomes difficult when you are trying to get your listener interested without the relationship. 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.
The key to making money with your podcast is serving first and serving well.
Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.
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.
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.
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.
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.
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.
Do you want more downloads for your interview episodes? Are you actually asking your guest to share your interview episode and showing them how to share it? Your guest is a wellspring of new contacts and listeners. Use that network to your advantage.
We interview guests on our shows to add depth to the content, contribute additional ideas and add perspective we do not have.
We also interview guests to gain access to a new audience. The interview allows us to introduce our guest’s audience to our show if they share the episode.
It is not the responsibility of your guest to share your interview. They are already doing you a favor by appearing on your show. That doesn’t mean they will not share it. It simply means they have no obligation to spread the word.
There are four keys to get your guest to share your interview episode.
Ask them to share your interview.
Make it easy for your guest to share your interview.
Live in their world and help them share it on their favorite platform.
Show them how to share your interview.
Over my 30 years in radio, I have worked in nearly every format. I have had the amazing opportunity to interview artists from all walks of life. There have been artists in my studio that you have never heard of as well as household names. I have had the privilege of interviewing Carrie Underwood, Blake Shelton, Lady Gaga, Mariah Carey and more. It has been amazing.
Interviewing these world famous artists has taught me many lessons on interviewing. Part of that education has included how to get them to share your interview.
ASK
Keep in mind that a guest will not typically share your interview out of the kindness of their heart. Sharing usually will not happen unless you ask for it.
Don’t be shy about asking. Simply approach the request to share your interview from a place of gratitude. Be thankful that your guest has agreed to appear on your show. Then, be gracious in your request.
MAKE IT EASY
To encourage your guest to share your interview, make it easy for them. There are a few ways to accomplish this.
Create a social media post for them that shares the interview.
Write the e-mail copy for them to promote the interview.
Gently remind them if they have already agreed to share your interview.
Thank them for being on the show and sharing your episode.
Elicit the theory of reciprocity by doing something for them first (but don’t expect anything in return – it just may be more likely).
LIVE IN THEIR WORLD
Help your guest share your interview in the space in which they already operate.
If your guest is big on Facebook, create a Facebook post. If your guest is an e-mail specialist, help them by creating an e-mail.
Find the path of least resistance by starting where they already operate.
SHOW THEM HOW
Be specific in your ask. If your guest agrees to share your interview, tell them exactly what you would like them to do.
Tell your guest when the show is live. Provide the exact show link you would like them to use. Send them any graphics you would like them to include. Show them how you have shared it, so they may simply share your info.
Follow these 4 steps and you should have much more success trying to get your guest to share your interview.
Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.
“My game is about me knowing myself.” He only focuses on his content and his audience. He regularly reviews user comments and analyzes important distribution metrics.
Too often we pay attention to what other people are doing and we forget to play our own game. Instead of worrying about others, Vaynerchuk recommended creating more content, engaging your audience and testing your ads.
If Apple were like everyone else, a marketing message from them may sound like this: “We make great computers. They are beautifully designed, simple to use and user friendly. What to buy one?”
Here’s how Apple actually communicates: “Everything we do we believe in challenging the status quo, we believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use, and user friendly. We just happen to make great computers. What to buy one?”
The brand is a story. But, it’s a story about you, not about the brand.
Every brand has a story. That’s how it goes from being a logo and a name to a brand. The story includes expectations and history and promises and social cues and emotions. The story makes us say we “love Google” or “love Harley” … but what do we really love?
We love ourselves.
We love the memory we have of how that brand made us feel once.
More than ever, we express ourselves with what we buy and how we use what we buy. Extensions of our personality, totems of our selves, reminders of who we are or would like to be.
Great marketers don’t make stuff. They make meaning.
Apple is the embodiment of a Cult Brand: a company that commands fanatical loyalty from its customers. Apple’s loyal customers—a group we’ll call Brand Lovers— overwhelmingly tend to choose Apple products exclusively.
Apple’s appeal is certainly not attributable to low prices; that’s not it at all. Instead, Apple is offering their customers something else, something so compelling and irresistible that makes their customers overlook sporadically uneven performance and higher prices.
That’s the power of Cult Branding. And Apple’s not the only one using the power of Cult Branding.
Simply put, Cult Brands always give back. They never forget that the relationship needs to be mutually beneficial. Brand Lovers need to get just as much (or even more) out of the relationship than the Cult Brand does.
With this in mind, the leaders of Cult Brands are adamant about continually finding new ways to show love and appreciation for the passion and devotion of their customers. Unlike faceless corporations, Cult Brands are humble and personable. They never take their customers for granted. They look for tangible ways to say thank you.
The Books
These are four of my favorite authors on the subject of branding. If you have a chance, grab any of these books. I think you’ll enjoy the read and find them useful.
Building relationships is critical when it comes to growing your podcast or business. Whether you need interview guests on your show, business peers to help brainstorm ideas, or joint venture partners to help launch your products, connections are the foundation of all we do. One of the best ways to move your podcast and business forward is to build relationships at events.
Last week, we discussed the steps involved in creating new relationships. This week, we will focus solely on how to build relationships at events. With Podcast Movement coming in August, now is a perfect time to begin planning. (Use the coupon code sop10 to save 10% through School of Podcasting)
When I attended New Media Expo a few years ago, I developed a specific plan to be most effective over those three days. That plan included rekindling current relationships with longtime friends, strengthening relationships with casual acquaintances and developing new connections with other key individuals.
There simply wasn’t enough time to be able to meet everyone at New Media Expo. Therefore, I needed to be sure I met the right people. It is all about purpose and focus.
There are three phases when you build relationships at events. The process includes planning before the event, acting during the event, and following up after the event. Let’s look at all 3.
1. PLANNING
Have a goal/purpose.
Do your research. Research the attendees that fit your goal before the event. Find the individuals you’re hoping to meet (and impress).
Dress to impress.
Bring business cards.
2. AT THE EVENT
Have questions ready for every session you attend for the open Q&A at the end.
Don’t spread yourself too thin. Don’t work the room. Focus on quality vs. quantity.
Don’t be afraid to join in the conversation.
Treat people like friends.
Consider their network – can you help each other make connections? Be a connector.
How can you help them?
Be yourself.
Have conversations.
Make an effective introduction – I am _(name)_, I help _(niche)_ do _(attribute/skill)_ so that _(benefit)_.
Listen first, then speak.
Ask a lot of questions.
Who are you?
What do you podcast about?
How did you get into that?
If someone wanted to get into that niche, where would they begin?
I’ve enjoyed our conversation. How can we stay in touch?
Swap business cards to stay in touch. Be sure you don’t use your business cards as spam by giving a card to every person you meet. Give them with a purpose.
Discuss commonalities.
Be specific.
Get to the point.
Don’t be a product-pusher. Seek to help.
Take notes about each meeting. Write on their business card.
Be friendly – smile, open posture, great handshake, show sincerity and interest and focus on how people feel when they’re with you.
Do not, under any circumstances, ditch a conversation partner for someone more “important.” Give your full attention.
3. FOLLOW UP
Follow up is critical. Reach out to them on the trip home. Have a purpose to reach out. Use this sample script:
I enjoyed our conversation at _______. Your story about ___________ was fascinating/intriguing/hilarious. Would you be willing to discuss _________/be on my podcast to promote your ___________/tell me more about _________.
Focus on helping them. This is not a time to sell.
Use these three phases to build new relationships at events you attend. Let these be thought starters. I would love to hear what other relationship tactics you use at events. Post in the comments below.
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
Where is your podcast going this year? We are one-third through the year. Are you moving forward in 2017? Have you reviewed your goals lately? Have you even set goals for this year?
We often set goals at the beginning of the year. Studies show that most goals and resolutions go by the wayside by mid-February. How are you doing with your goals?
We need to take time to review our goals often. You do not need to wait for the beginning of the year to set those goals.
WHAT IS A GOAL?
A goal is a dream with a deadline. What are your dreams for this year? If you don’t have a map and destination, you’ll only wander. You’ll never get anywhere. Let’s be specific and set some deadlines.
I am a member of Digital Marketer with Ryan Deiss. Though I am not an affiliate, he has some great products and plans. One of them I use regularly is his “60-Second Blog Plan”. This plan helps me lay out a clear path and plan for my content for the year.
Find it here:
What is the one big thing you want to accomplish over the next year? Let’s develop little steps to get there. Break the big goal into bite-sized pieces.
GOALS MUST BE SPECIFIC
If you create a weekly show, you 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.
GOALS NEED PLANS
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 Podcast Talent Coach Show Planning Worksheet:
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.
Get the Podcast Talent Coach Show Review Worksheet:
GOALS NEED ACCOUNTABILITY
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.
Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.
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.
Watching college football (American style) this weekend, I was reminded of a few things you can do to improve your podcast.
The NFL Superbowl is a great marketing teacher if you look closely.
As much as the Superbowl is a game involving two teams, it is really about entertainment. If viewers aren’t entertained, it really doesn’t matter who competes or who wins. It would simply be another game.
The National Football League makes money by providing entertainment to fans. They build an audience for the sport, both live and on television. They then sell access to that fan base to other businesses.
Tickets to the games are only a small portion of the league revenue. Television rights, corporate sponsorships and licensing agreements also add huge revenue. None of these would be possible if the games weren’t entertaining.
Your podcast can mimic a lot of the steps taken by the NFL to create a successful show. Here are a four.
It’s Always Showbiz
Regardless of the topic of your show, it is always show business.
It doesn’t matter if you are talking about movie reviews or mortgage reduction, it must be entertaining.
Entertaining doesn’t necessarily mean funny. To be entertaining, you need to make a connection with your listener. Find a way to stir the emotions of your audience. Emotions make it entertaining.
Think of great movies. Some make you laugh. Some make you cry. Some make you angry. Some make you think. Some make you question authority. Emotions make them great.
The exceptional movie elicits multiple emotions.
Show business is about the “larger than life”. Show business makes you forget your problems and worries. Great entertainment takes you to another place and time. It stirs your imagination.
There is also a bit of amazement, sparkle and glamour in show business. Add some flash and pizzazz. Sound effects, big name guests, professional announcers, and quality production are ways you can add a touch of show business to your podcast.
The content of the Superbowl isn’t the critical element. The two teams playing are simply the foundation of the game. Most people are not big fans of either team. They are watching to be entertained.
People watch the Superbowl for the entertainment value. They watch for the pomp and circumstance. People want to see the half time show. They want to see the commercials. They want to have the same experience their friends have. Year-to-year, the viewing audience of the Superbowl is roughly the same regardless of the game’s participants. It’s all about the entertainment.
Create A Story
Stories help create relationships with your listener. Great stories reveal things about the storyteller. They also engage the audience. A great story can make an average topic compelling.
The NFL puts great effort into the story of the Superbowl. The organization works to find the stories that will captivate the imaginations of America. Then, they do all they can to spread that story.
The stories make the game personal. Tales create a connection between the spectators and the participants. A human feel is created about the game when personal details are revealed with great stories.
Great story lines also create interest amongst the cursory fan who would not normally be interested in the game. Fans of teams not participating in the game suddenly find themselves sucked into the drama of the stories. Those fans want to see how the stories play out.
Make Every Piece Entertaining
Every part of your show should add to the entertainment value. If you make a throwaway comment, your listener will also throw it away. Your listener should be delighted by every element of your podcast. Do not air anything on your show that doesn’t add value.
Find ways to make the generic content on your show compelling content. If you need to convey general “don’t forget” messages, find creative ways to make those announcements.
The Superbowl does a tremendous job of creating entertainment out of every piece of their show.
Some people watch the Superbowl just to see the commercials. In every other show broadcast on television, people sigh, groan and moan when the commercials air. During the Superbowl, you find others in the room quieting guests so they can hear those advertisements.
The NFL also adds sizzle to other pedestrian elements of the game. The coin toss handled by an honorary coin flipper and is executed with a special coin. Intermission in play (half time) is turned into an over-the-top music performance by the biggest superstars, each year bigger than the last. They players don’t just show up on the sideline ready to play. They are introduced with an opening video piece and fireworks.
Every piece of the Superbowl adds to the entertainment. The field is customized. The exterior of the stadium is customized. The jerseys are customized. Every detail is special.
Make every part of your podcast memorable.
Create Multiple Streams Of Income
As the saying goes, don’t put all of your eggs in one basket.
If you only have one income source, you leave yourself vulnerable. If that source disappears, your revenue drops to zero. Play it safe.
With multiple streams of income, your revenue isn’t greatly affected by any one particular source. You have some buffer room. When one stream is diminished, you have time to make adjustments to get it back.
The NFL has monetized every part of the game possible. If something can be sold or sponsored in conjunction to the Super Bowl, it usually is. The NFL makes money in many, many different ways.
Word is the average price of a 30-second commercial airing during the Superbowl is $4 million. That revenue is received by the broadcasting network. However, the NFL is paid a hefty sum for the broadcast rights.
The pregame show, half time show and broadcast studios are sponsored. The coin flip, game clock and replays are all sponsored. Even the NFL donations are sponsored.
The Super Bowl Champion t-shirts and hats are for sale as soon as the game ends.
Revenue comes from many different streams.
Create some consistency in your income by creating multiple streams of revenue.
Copy a few of these NFL Super Bowl tactics with your podcast. You will make the relationships with your audience much stronger. You will create more consistent revenue streams. Your show will also be more consistently entertaining and successful.
In the last episode, I rolled out the Powerful Podcast Interviews Workshop. This will be an exclusive workshop for about 15 dedicated podcasters looking to improve their interviews.
The workshop will take place over 5 consecutive Saturdays beginning January 7, 2017.
If you would like to join me in the Powerful Podcast Workshop, no strings attached, simply e-mail me today. Send your request to join to Coach@PodcastTalentCoach.com. You can also find complete details HERE.
I will review all requests on Saturday, December 16, 2016. I will then select the 15 or so podcasters to join me in this workshop.
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 …
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.
(These tools can be found on the resource page at PodcastTalentCoach.com. Most links on that page are affiliate links. I receive a variable commission for all purchases made using those links. If you would like to support the show, please take advantage of some of these resources.)
I have recently received questions from listeners looking to launch a podcast in 2016. I thought this would be a good time to review the tools I use to in my business. This includes the tools I use to create my podcast, website and newsletter. We will also review the resources I use to learn, grow and develop.
This episode is an encore presentation of an earlier episode you may have missed. If you did catch it last time, let this serve as inspiration and a little refresher.
I have been using most of these resources for at least 24 months. Some have been used longer. A couple tools are more recent. For the most part, I have been a long-time user and have been quite happy with each of them. That is why I feel confident recommending them to you. You can find affiliate links to most of these online at PodcastTalentCoach.com.
COACHING RESOURCE
This list doesn’t include much technical information, such as mixers, processors and software. I leave that to Dave Jackson at the School of Podcasting. He is the tech expert that helps me. If you are looking for help setting up the studio, Dave is your guy. He leads off my resources.
TECHNICAL TOOLS
A few technical tools from my studio include my mic, my mac and a few web tools.
My studio mic is an ElectroVoice RE20. This runs about $450. It is a high quality mic. This mic is probably much more than a beginning podcaster needs. However, if you are serious about podcasting, this is a great mic.
My backup mic is a Audio-Technica ATR-2100. It is a quality USB mic for the money. This costs around $60.
For editing, I use Adobe Audition in the studio. I will occasionally use Garage Band for quick projects or when I’m traveling.
I use a Mac Book Pro 13” for the flexibility. I cost me $1,200.
My mp3s are tagged with ID3 Editor from PA Software. The price tag was $15.
My URLs were purchased through GoDaddy. The price really depends on the URL. You can usually find a deal. After the initial deal, I pay about $45/year.
I have a website on Homestead and one on Host Gator with WordPress. Homestead is a stand alone site builder. Host Gator just hosts my WordPress site. Homestead is $20/month. HostGator is $135/year, just over $11/month. WordPress is free.
On my website, I use Paypal for my transactions. Most of my providers accept it. Plus, they have a card option for my customers.
I use Aweber for my newsletter. It is $196/year. Just over $16/month. I looked at Mail Chimp. Both are very similar services if you have a list under 5,000.
Canva.com is a decent resource for creating graphics. They have a decent photo library as well. Most photos are about $1/photo.
I self-published my workbook through Create Space, an Amazon company. You simply upload a .pdf. It is fairly simple to use. Not very expensive. They also sell the workbook through Amazon and converted it to Kindle.
I am in the process of creating a membership portal through WishList Member. $297. They have solid training videos. I am not yet complete with this one.
LEARNING TOOLS
Dan Miller and 48Days.com is where it all started. He has great tools to help you find your passion and the work you love.
Internet Business Mastery is a great podcast and course that have helped me refine my business focus. Jeremy & Jason have been there and done it.
Michael Hyatt has a great membership site with Platform University. It is based on his book Platform, which is a must read as you develop your podcast. There is great learning inside the community. He only opens membership a couple times a year for enrollment. I got in early on this one and haven’t looked back since.
Audible.com has turned my car into a mobile classroom. I am usually listening to a couple books a month on top of the podcasts. You can get a free book when you use my affiliate link on the resources page.
Most of all, I cannot say enough about Dave Jackson and the School of Podcasting. If you want to learn the technical nuts and bolts, check out his course, membership and training tools.
You can find affiliate links to most of these online at PodcastTalentCoach.com. I would appreciate the support if you choose to use any of these links and great products.
I would love to help you with your podcast. E-mail me any time 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.
Thank you for allowing me to help you with your podcast. I get a great deal of joy helping podcasters achieve their goals.
A few weeks ago, I asked you for questions and ways I can help you with your show. I received some great questions from you. This week, I want to go through a few with you.
How do you market your show? How can I get to the point of launch? How do I fight the Impostor Syndrome? How do I name my podcast?
I’m struggling with promotion/marketing and spreading the word.
-Greg from the “I Want To Know” podcast
There are many ways to market and promote. Most of it takes time.
I learned a lot about marketing from Paige Nienaber from CPR Promotions. He often refers to this drip style of marketing as dog crap marketing.
Paige lives in Minnesota, where it snows a lot every year. The ground is typically covered with snow from November to March.
Paige also owns a dog. If you are a dog owner, you know all about cleaning the back yard. The dog makes deposits. You clean it up.
Just because there is snow on the ground doesn’t mean the dog doesn’t need to go out to do his business. It just makes it tougher to clean up.
When the snow finally melts in March, you find the results of all the hard work of your dog. It wasn’t done in a few days. It built up slowly over months of productive work by the dog.
The same is true for your marketing. Work on it daily and let the results build over time.
Here are six tips you can use.
1. Know your most frequent listeners by name and use them.
2. Use stories to stand out and be remembered.
3. Host events to create community.
4. Make it easy to share your content.
5. Don’t blow your first impression.
6. Write great show notes with helpful links that your audience can use.
You can find a worksheet of 52 podcast marketing tips at PodcastTalentCoach.com.
I am a beginner, not even live yet, in fact having problems getting from intro, outro, episode and artwork to live. So frustrating, feeling like I am THIS close.
– Corrine
This is a matter of finding the courage to launch. Fight the impostor syndrome. Learn as you go.
If you have your intro, outro, episode notes and artwork, you are ready to go live.
If it is belief in yourself that is holding you back, take baby steps. Record three episodes telling yourself you won’t really post these. You are just practicing. Get them recorded.
Once you have the episodes recorded, put them on Libsyn and post to your WordPress site to ensure the technology works. Test the links. Listen to the shows. Submit it to iTunes. Just tell yourself you can always change it if necessary.
After you are sure everything works, move on to the next few episodes. Changing those first three episodes is posible. However, it is more work. I think once you get them posted, you will be more excited and interested in working on the next few episodes rather than tinkering with the first three. Move forward in baby steps.
If it is the technology that is holding you back, check out Dave Jackson at the School of Podcasting. He has great tutorials that will help you create a website, set up a Libsyn account and submit your show to iTunes. He also has a great offer where he will set up your site if you order your hosting through him.
Dave always says if you can post on Facebook, you can create a website with WordPress and launch a podcast. Don’t let the intimidation stop you. There are many resources that can help.
I want to launch a show I can be proud of. I quickly get into my own head and get slapped down by the Nobody’s Going to Like This Fairy. Stupid fairy. Any tips for shutting that voice up?
– Greg
I began my broadcasting career when I was 19. It was completely by accident. I was going to college to get my architecture degree. Since I was 12-years-old, I had been tailoring my education to be an architect or engineer.
In college, I had the same fear of public speaking as most people. In our design classes, we had to do presentations in front of a panel of judges. I absolutely hated doing these presentations.
During class, four or five students would present during the hour. It would take about a week to get through the entire class. That was the worst part. The anxiety would build for presentation day only to not get your name called. I would have to live through the anxiety again in anticipation of presenting during the next class.
I never envisioned being a public speaker, radio talent or any other presenter.
My younger brother worked for a radio station at the time. I was home for the weekend doing nothing like most college students. That was when the phone rang. It was the manager of the radio station looking for my brother to fill in during a shift. My brother wasn’t home and I was offered a part-time job.
My career in radio started just running the board for long-form programs. I only talked on the radio between the 30-minute shows. I might give the time or temperature. Otherwise, I would sit around while the show played. Speaking was minimal.
As an elective for my architecture degree, I took a class called “Broadcasting For The Non-Major”. I figured being in a radio station for a part-time job should make this class a little easier. It would also help me learn more about my job.
That class eventually led me to become the music director of the college station.
That position got me a job working overnights at a commercial station. Suddenly, I instantly found myself talking to 10,000 people. I was no longer talking between long-form programs to a handful of old people. This was real radio.
Over time, I started to get comfortable talking on the radio. It took a little time. I eventually got there.
As I started picking up more hours on the air, my boss started to send me out broadcasting live in front of a crowd. I was being sent onstage to introduce concerts in front of 10,000 people. These were no longer people I couldn’t see. They were right in front of me.
It took me years to figure out how to overcome those butterflies I would get each time I stepped in front of a crowd. There were tips and tricks I learned along the way to help me. It was a combination of things I learned over the years that helped me defeat the jitters. Here are a few ways to shake the butterflies out of your system. It could save you years of trial and error.
Preparation is the key idea in the process.
Here are four steps to properly prepare for your show.
1. Overcome Jitters
– Prepare your material
– Rehearse
– Focus on one person – preferably your single target listener you have defined
– Tell yourself you are an expert at your opinion
– Making people either love you or hate you only means you are making people care.
2. Create Great Notes
– Bullet points – don’t script
– Tell stories
– Give examples – play audio
– Determine your open and close, intro and outro for show and each topic … “now it’s time for” is not an appropriate intro
3. Set the Room
– Get the temp correct – be comfortable
– Get some room temp water
– No distractions – phone, family
4. Prepare Your Equipment
– Close other programs
– Prepare your software
– Turn off your phone, close e-mail, close IM
– Test your mic and set your levels
Contact and prepare guests & co-hosts
The places I am struggling with my future podcast is mainly the what to name it. I have ideas for about 3 different podcasts (though I only want to start with one). The main problem is naming them also i.e. website name and so forth. I have an idea about formats but with never having done a podcast, they seem to escape me. I know I won’t be perfect at first and I am okay with that. But at the same time I would like to be somewhat in order. A little more guidance on this would be greatly appreciated.
– Richard
The name of your podcast sets up your brand. It should tell people exactly what they will get from your show. Don’t get cute.
If you name your show “Outside the Lines”, nobody will know if that is a show about paint-by-numbers, football or off roading. “School of Podcasting” is pretty clear. You know what you are going to get.
Take five minutes and brainstorm. Start writing every name you can think of that relates to your niche. There are no bad ideas here. Every idea will lead to another. Don’t critique. Just write as much as you can.
After the five minutes is up, review the list. Highlight the names you like.
These names should be clear about your content. Find names that capture the imagination. Look for names that sound interesting.
Once you have narrowed the list to five to ten names, ask others for their opinion. Explain the criteria of a great name. Have them give you their top three choices.
Read over the five or ten lists of three. Look for the names that get the most mentions.
Now, take action. Pick a name and run with it.
What is the worst that can happen? You get a year into it and need to adjust it. That’s ok. On a podcast the other day, I heard someone say, “If you wait until all of the stoplights turn green before you begin your journey, you’ll never start.”
Just begin. Don’t wait for things to be perfect. That will never happen. Just start.
Thanks for all of the questions. If 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 to make your brand stand out from the rest?
It is possible. However, it takes a lot of work.
Famous college basketball coach Bobby Knight once said, “Everyone wants to be a champion, but few want to do the work it takes to be a champion.”
Taylor Swift is one of those people willing to do the work. I think you can learn a lot from the Taylor Swift brand when creating your own.
She has done amazing work over the past 10 years. Regardless of your musical preferences, it is hard not to admire the empire she has created.
Taylor Swift was recently in town for a pair of concerts. This was the fourth time I’ve had the pleasure of meeting her. She never fails to amaze me with her networking abilities.
There are four things you can learn by studying the brand Taylor has created.
1. KNOW WHEN TO LAUNCH
Now 25 years old, Taylor moved to Nashville when she was 14. She was determined to get a record deal when most 8th graders are just figuring out middle school. She knocked on doors until someone opened.
Even though she got a record deal at 14, she didn’t experience immediate success. Taylor wrote, recorded and learned the business for two years before her first album was even released.
Taylor Swift took her time to learn what she needed to know. When her record label felt the time was right, they launched her.
Lesson: Learning is important, but at some point you have to launch.
2. BE DARING & DIFFERENT
Taylor Swift broke the mold. Kids simply didn’t have hits on country radio. She dared to do the unthinkable. By not giving up, she eventually found a record label willing to give it a try.
The accomplishments Taylor has achieved are impressive. She is the youngest songwriter to ever sign with Sony/ATV Music Publishing, one of the largest in the world. She is the youngest person to have ever write and perform a #1 song by themselves. Her 2nd album “Fearless” made her the youngest Album of the Year Grammy winner.
Taylor Swift has only released 5 albums. Even so, she is the only artist to have 3 albums sell more than one million copies in the opening release week. That mark is even more impressive in today’s music world on digital downloads when people are buying single songs over albums.
With her latest album “1989”, Taylor left the world of country music to release a pop album. People thought she was crazy. She took the daring leap and sold over a million copies in the first week of release. It was also named one of the best albums of the year by magazines Rolling Stone, Time and others.
By daring to be different, people take notice.
Lesson: Do what others are scared to attempt.
3. PUT IN THE WORK
Taylor Swift has many, many other awards. One of her attributes that make her so successful is the fact that she is willing to do things few others are willing to do. She goes above and beyond.
When was the last time you sent a hand-written thank you note?
I’ve had the great fortune of meeting many big names in the music business. Justin Timberlake, George Strait, Ozzy Osborne, Christina Aguilera, Blake Shelton, Metallica. It is one of the perks of the business.
The Program Director of a radio station decides which songs make it on the radio station. Artists usually want to take time to meet the person who holds the keys. They understand a handshake can go a long way.
Most stop there.
A typical meet & greet at a concert is in a converted locker room and resembles a cattle call. People wait in line making their way around the room until they reach the artist.
“Thanks for being here. Let’s get a photo. Enjoy the show.”
Taylor is different.
Instead of a locker room, Taylor sets up a “tea party” or a “loft” party backstage, complete with soda machines, photo booths, high top tables, boas, other party accessories and a professional photographer. VIP guests hang out, eat munchies and get ready for the show.
Instead of the handshake and photo op, Taylor makes her way around the room coming to each VIP for a photo and minute to chat.
It is obviously different from every other experiences.
It is what happens a week later that really sets Taylor apart.
About a week after the concert, I received a hand-written note from Taylor thanking me for taking the time to bring my family to the show and for the support. Nobody does that, especially the biggest stars in music.
Inside of my note was another hand-written note. This one was for my daughter. That note thanked my daughter for coming to the show. Taylor encouraged my daughter to stick with her piano lessons. She went on to tell my daughter to tell her friend Ellory (who was also with us) “hi”.
The details Taylor included were amazing. I’m not sure if she has a photographic memory, if she video tapes the event to review later, if someone close by takes notes, or if there is some other magic involved. It really doesn’t matter.
What does matter is the fact that Taylor takes the time to ensure it all happens. That attention to details makes her stand out from every other artist. She is willing to do the extra work.
Lesson: Do the things that others are not willing to do that will make you stand out.
4. SURROUND YOURSELF WITH HELP
After a typical meet & greet, the artist typically sends you on your way.
Instead of sending you to your seat, Taylor sent us on a backstage tour led by her mom, Andrea.
Mama Swift led out around the backstage area telling us all about the stage and production. We saw the hydraulics under the stage. We saw the cases and trucks that transport the gear. We saw the costumes Taylor wore. She took us to the tour busses Taylor uses for the band and dancers.
At the end of the tour, Taylor’s mom took us directly to our seats. It was the kind of customer service you don’t typically receive from average businesses.
As Taylor’s mom is leading us around backstage, Taylor is freed up to handle the other pre-show duties on her list. She needs to meet those in her fan club. She needs to warm up her voice. I’m sure there are a few other things in her routine before the show begins. The amazing team Taylor has assembled helps her be the best she can be.
Lesson: Find great people that can help you.
YOUR BRAND
As you create your brand, be willing to do the work it takes to be a champion.
Know when to launch. Be daring and different. Put in the work. Surround yourself with others who will help you reach your goals.
Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.
3 Key Elements To A Rockstar Podcast Brand – Episode 108
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.
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.
The unexpected is amusing, delightful and memorable. Being direct assumes your listener cares about your marketing message. She doesn’t. Your listener cares about his or her needs, wants and desires. Attract their attention by doing the unexpected.
In his book “The Purple Cow”, Seth Godin says, “Cows, after you’ve seen one or two or ten, are boring. A purple cow, though … ow that would be something.” Phenomenal, counterintuitive, exciting and unbelievable.
If you want to get noticed, you need to stand out. You cannot afford to be a different shade of gray.
BJ Bueno in his book “The Power Of Cult Branding” describes the same. Oprah, Star Trek, Harley Davidson, Apple, Vans shoes. They are cult brands because they are incredibly different. They are not simply a percentage better or brighter or less filling. They are different.
Just a side note, if you would like to support the show, please use my affiliate links to both of these books.
Physical versions:
You can get a free audio book with a free trial to Audible using my affiliate link. CLICK HERE.
If you are considering either book, I’d love to have you use my link.
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.
DISTINCT
Be unique. If everyone else is interviewing the popular clique in your niche, make your show different. Stand out. Interview different people. Interview the same people in different ways. Create a different interview style. Instead of interviewing, turn it into an expose or magazine style feature.
Jimmy Fallon is great at “not” interviewing people. He will do a lip sync challenge. Sometimes he will do a skit. He might turn it into a game show. It isn’t the typical interview.
UNUSUAL
Is everyone doing it the same way? Do it differently. You could add listener calls to the show. Don’t wait for them to call you. Reach out to people who e-mail you and ask if you can call and record them.
When I did episode 100 and 101, I didn’t hope people would call a voicemail number. I reached out and set up a call just like I would with an interview. Be proactive.
Apple is unusual. Wikipedia is unusual. Volkswagen is unusual. Stand out. Don’t be a different shade of gray.
There is a car dealer in Omaha that does things differently. Instead of being a little better or different, they have flipped the car buying experience on its head.
The dealership has a customer parking lot clearly marked. You are not attacked by 15 car salesmen the minute you drive on the lot. They hold the door for you. They help you find the person you need.
The dealer also understands that you have a lot of info from the web, so they don’t take an entire day to get the deal done. They have eliminated the games.
They just want to sell more cars. They don’t necessarily need to get every penny out of a deal. They more time they save, the more time they have to sell another car.
By doing things differently, this dealership has become the #1 Nissan dealer in the region. On top of that, they’ve only been open a few years.
UNEXPECTED
Another dealer took it over the top with my service.
My battery wouldn’t hold a charge. I figured it was my alternator. So, I took it to the dealership.
If you have ever had a battery replaced, you know how painful it can be to reset your radio, clock and other electronic features in your car.
When I picked up my car, they had reset my radio, clock and everything else. The first thing the mechanic did when he got into my car was write down my radio stations. Not only was it reprogrammed, it was back on the original station.
This dealership does the unexpected. They are also the #1 Ford F-150 pickup dealer in the country.
Dave Jackson does the unexpected when he interrupts his interviews with interesting asides. He drives the point home by interrupting himself. Who would think of doing that? It goes against every interviewing standard. Well, it adds unexpected surprised to his interviews.
Drop in some audio to surprise your listener. Take the show in a direction that your listener wouldn’t expect. If they think you are going right, go left.
If you can create unique, memorable experiences for your listener by incorporating the unexpected, you begin to create powerful, meaningful relationships.
Are you using cows?
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.
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.
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.
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.
My daughter took a group of us to the Katy Perry show. Now that’s a unique brand.
A memorable brand that becomes a household name. It is like the Holy Grail. So many companies strive for it, but so few achieve it. Why is that?
A brand is a type of product manufactured by a particular company under a particular name, a brand name, a particular identity or image regarded as an asset, or a particular type or kind of something.
But, when we think of a brand, we think of so much more. There is so much more emotion in a powerful brand.
Each of those iconic brands were available at the same time their counterpart was making a name for themselves. Yet, the iconic brands became huge, powerful, valuable names. That’s not to say the other brands were not familiar or valuable. Those competitor brands simply did not become the astronomical brands of the segment leaders.
Why is that? What can you learn from these iconic brands that can help your podcast become a name, identity or image, but a name that evokes powerful emotion from your listener. How can you create fans instead of a casual audience?
Here are six steps you can put into use this week to begin to develop your unique brand.
Develop Your Style
Create everything you do in your own style. Powerful brands have a style all their own.
Your style is your way of doing something. Are you friendly? How about challenging or argumemtative? Maybe you are the Everyman. Is your podcast a narrative or instructional? Are you explosive, soothing or euphoric? Do I hear sarcasm in your show? Are you a friend to everybody or the guy they love to hate? Do you take risks or play it close to the vest?
Each piece plays into your 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 like Sally Jessy Raphael was doing at the time. 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. If you watch “Private Parts”, Stern’s autobiographical movie, one of the classic scenes is Howard trying to recite “W-N-B-C” just like his boss wants everyone to do it.
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. His bland radio name was Jeff Christie. 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.
Define Your Character With 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.
Iconic brands use their story.
Oprah uses her story of her upbringing and career building by breaking down barriers. Her weight loss. Her struggles to cut a new path in daytime talk.
Howard’s story of defying “The Man” and doing it his way inspires others. Rush was told he would never make it on the air and should consider radio sales.
Harley Davidson was a joke in the motorcycle industry. Harley owners had two bikes … one to ride and one for parts. Harley now stands for independence and “take no flack” attitude.
Foster a relationship with your listener by revealing things about yourself through stories. Stories will define your character.
Don’t Just Fill Time
You never catch Oprah just going through the motions. She would never have typical guests on her show. When others were interviewing the co-star of some moving, Oprah would interview the President of the United States. Oprah has Tom Cruise jumping on her couch. You never knew what was going to happen on Oprah’s show.
When you fill time, you waste time. Your listeners have come to your podcast, because you have made them a promise with your brand. They believe they will receive some sort of information and entertainment from your show. Your listener will only give you a few minutes to begin delivering, or they will be headed to the next podcast.
Consistently add value for your listener at every opportunity. Either make the show shorter, or prepare better. It is usually a solid rule of thumb to prepare more content than you will need. This will allow you to always deliver valuable information.
Seth Godin does a fantastic job delivering brief bits of valuable information with his blog. He even carries this through to the manifestos published by his Domino Project. Seth wastes very little time. Once he has made his point, he wraps it up.
Your listener is expecting something from your podcast. Deliver continuously on the promise of your brand. Don’t just fill time.
Be Memorable
When other shows would give away a television, Oprah would give a television to everyone in the audience. Now, everyone does it.
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 the magic. Your listener should remember one thing about your show this week. What will that be?
Stir emotion. Make it amazing. Bring your listener back. Be memorable.
Move Beyond Information
Make your show emotional. That deep connection creates relationships.
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.
Risky Stands Out
It was a risk for Rush Limbaugh to step out and be incredibly opinionated regarding politics. Now, there are hundreds of shows that do the same thing.
It was a risk for Harley Davidson to embrace the bad ass lifestyle. Today you can see middle aged guys riding their bike to the office.
It was a risk for Oprah to walk away from the standard daytime tabloid drama that made her successful. You cannot flip through the stations today without finding a dozen copycats of Oprah’s style. However, none of them achieved the success of Oprah.
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 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.
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.
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.
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.
People love to buy. They hate to have people sell to them. Create interest and desire. Make your fans want to buy. The hard sell rarely makes your fan feel good about making the purchase. How do we use our content to develop the desire to buy rather than the method to sell?
I believe it is possible to make money “with” your podcast. To make money “from” your podcast is much tougher.
Are You Important In The Life Of Your Listener?
The most important marketer in a person’s life is someone they know, like and trust. We all know this.
As I started in Podcasting, I hit Google to find information. That is where I originally discovered Dave. Then, I began seeing him in blogs and hearing him referenced in other podcasts. I began listening to his podcast to get to know him.
One day, I got an e-mail from Dave. He wanted to chat with me about podcasting to see if we might be able to help each other. It was great. That is where my trust really started.
After a few months, I used his affiliate link to build out my website for my podcast. It all started with the relationship.
This is the primary reason word-of-mouth is so powerful. The recommendation that comes from word-of-mouth usually only comes from a friend. A friend is someone you know, like and trust.
If the recommendation comes from someone you don’t know, the message is no longer word-of-mouth. The suggestion is now called “marketing”, or “sales” or “a pitch”.
If you want the call-to-action within your podcast to be effective, you need to build that trusting relationship with your listener. From your stories will come self-revelation. This will allow your listener to get to know you. By being yourself and sincere, you will become likable. Finally, if you continually help your listener get what they want by putting their interests first, you will build trust.
On the Dave Ramsey Show, Dave helps people with every call he receives. Out of six or eight calls in an hour, he may mention his books, websites or seminars once. He will always mention his “baby steps” philosophy. However, he will rarely suggest people buy his products.
Dave reveals many personal things about his past and his family. The listener gets to know him. He is often blunt and honest. Dave’s tough love makes him likeable. The help he provides his callers builds trust. These steps make Dave’s manta become a true following. His listeners spread the word to the point where The Dave Ramsey Show has around 5 million listeners.
If you have built a true friendship with your listener, where they know, like and trust you, your call-to-action will be powerful. Spend time creating that relationship between your brand and your listener. Then and only then can you effectively use word-of-mouth.
Are you important in the life of your listener?
After you build the trust, you can then create a powerful call-to-action.
Is That You Calling?
To create a successful podcast, you need to create an effective call-to-action within your show. So, how do we measure success? 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), our call-to-action should be our determining factor of 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 be or 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.
Don’t get fooled by measuring the incorrect statistic. Measure what counts. Measure your call to action.
Create an effective call-to-action, and measure it.
Selling Is Easy, Right?
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.
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, inspire 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.
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.
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.
This week, review your podcast. Let’s discover ways to make money with your podcast.
Are you building trust and properly positioning your listener to do business with you?
Have you developed something to sell (other than advertising within your show)?
Have you developed your strong call-to-action?
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.
“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.
Being unique is the only way you can make your podcast get noticed in the sea of sameness. There are so many podcasts in your niche. Being memorable is critical.
There is one file in your listener’s mind that you occupy. You can’t occupy multiple files. You must pick one. Define that file and do all you can to support that image. That is the essence of your brand.
Where does McDonald’s fit in your brain file? McDonald’s is probably the “Fast Hamburgers” file? Does it also fill the “Milkshake File”? Probably not. Sure, they serve milkshakes. However, that file is probably occupied by your favorite ice cream shop.
Where would Cheetos fit in your brain file? It would go in the “Lip Balm” file, right? Of course not. However, Frito-Lay launched Cheetos Lip Balm in 2005. It failed miserably, because Cheetos occupies the “Cheesy Puffed Snack” file in your brain.
Your podcast brand can only occupy one file. Pick the one image your brand can own? Define your brand.
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. Our creativity 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.
To create engaging content with your podcast, you need to be unique. Your first idea will rarely be a truly unique idea. That first idea will usually be something you have done or seen done in the past.
Keep working the idea. Let it lead to other, more creative ideas. The more often you let your mind explore other options, the more often you will develop truly unique ideas. Don’t settle.
Always attempt to create something unique with your content. Do not settle for your first idea. Push yourself. Brainstorm. Let one idea lead to the next until you have a long list of ideas. Then, select the best idea from the bunch. You will usually find the best and most unique idea further down the list.
If you settle for your first idea, you content will become stale. You will continue to use ideas that have been used in the past. There will be nothing to engage your audience.
The unexpected creates amusement, delight and a memorable event. Being direct assumes your listener cares about your marketing message. They don’t. You need to be unique to be memorable. Be distinct, unusual, and unexpected.
Being unique is the only way you can make your podcast get noticed in the sea of sameness.
Congratulations to Dave Jackson over at the School of Podcasting. Dave was recently named the new Director of Podcasting for New Media Expo. NMX will be held April 13-16, 2015 at the Las Vegas Convention Center. It will also be held in conjunction with the NAB Show. NMX is always a great event and should be even better with Dave at the helm. I’m very excited about the show.
Dave and I do a show together called the “Podcast Review Show”. You can learn how you can be a highlighted podcaster on the show by clicking HERE. We have added a new option to the show where podcasters do not necessarily need to appear on the show to have their podcast reviewed. Get all the details HERE.
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.
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.
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.
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)
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.
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.
At NMX 2014 in Las Vegas at the beginning of January, I discovered a ton of great podcasts and met many new, fantastic people. Here are a few of the new podcasts I’ve been enjoying lately.
As I was listening to new podcasts, I heard one particular show get concerned over a critical review he received from anonymous individual. I understand podcasters are concerned with reviews. Your show is your art. It is your baby they are calling ugly.
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.
If you have people commenting one way or the other, positively or negatively, at least you are making them care. Trying to ride the fence is a lonely place. Stir some emotion.
Your firm dedication to your position is critical for your brand. Stand for something. Politicians aren’t trusted, because they constantly change their mind.
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.
On the show this week, we discuss …
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.
Shout out to Kathy Kelly at “Special Mouse” podcast. The show is described as “Disney parks and travel planning for guests with a wide variety of health issues and special needs.” www.SpecialMouse.com.
Mario from www.210LocalMedia.com. This show is described as “Art, music, film & entertainment around San Antonio, Texas.”
I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
This past weekend, I was reading a book by Michael Gerber called “Awakening The Entrepreneur Within“. Mr. Gerber is the author of the E-Myth series and founder of the company of the same name.
In his book, Mr. Gerber mentions fighting with the internal critic that strikes so many entrepreneurs. This fight didn’t happen while launching E-myth. It happened 30 years later, after he was incredibly successful, and while launching a new business.
When I discovered a great entrepreneur like Michael Gerber fights the impostor syndrome, I realized it is only human nature. We all struggle with that internal critic. One way to overcome that critic is to continually improve.
To make your podcast brand stronger, it takes consistent improvement. To achieve constant improvement, you should 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. (read more)
In this episode, we cover the questions outlined in the Podcast Talent Coach Show Review Worksheet. Those questions include:
– What did you hope to accomplish on this show? Did you succeed?
– How did you make the audience care?
– Where were the “oh wow” moments?
– Where were the surprises?
– What were the powerful words you used?
– What did you like about the show?
– What was memorable about the show?
– What worked?
– What could have been better?
– How did you position the story from the listener’s point of view?
– How did you include the listener, making them part of the story?
– At what points did you introduce and reset the show/topic?
– How did it appear you were prepared for every element?
– What did you reveal about yourself to help foster the relationship with the audience?
– What stories did you tell?
– What details did you use that were spectacular and visual?
– Where did you use active language? (walking instead of walked, eating, not ate)
– What crutches do you use that need to be removed?
– What is your plan to make tomorrow better?
Review each episode for continuous improvement. Fight your internal critic. Have confidence in yourself and be your best. You will be well on your way to making your podcast brand stronger with every episode.
I’d love to help you with your podcast. E-mail any questions or comments you might have to Coach@PodcastTalentCoach.com.
You can find this worksheet and other tools to help you create great content at www.PodcastTalentCoach.com.
Let’s turn your information into engaging entertainment.
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.
Great brands own their category by consistently communicating one focused message. Think of some 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, McDonalds, 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. (read more)
Hey, I’m New Here
Hey, I’m new here. What’s goin’ on?
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. This should happen on each and every show.
A well-crafted introduction serves two purposes. (read more)
Create Your Own 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. (read more)
Be Yourself
A great podcast is a great relationship. It is just like creating a great brand. In order to develop that solid audience 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? (read more)
I’d love to know hot this podcast has helped you in any way. E-mail a quick comment to Coach@PodcastTalentCoach.com. Your feedback helps our entire community.
Help our community grow by turning one person onto the show this week.
I’d love to help you with your show. E-mail your questions 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.
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.
7 Keys to Making Your Podcast Content Interesting and Not Simply Topical
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.
In this episode we cover …
1. Attracting people with benefits and not simply 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 today.
“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. I didn’t listen to them. I found them all listed in the “New & Noteworthy” section. The content may be great, but the descriptions lack any snap, crackle or pop.
People get attracted to your show by the benefits, not the 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. Fun learning, not original stories.
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. Memories, not 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.
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.
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.
I was listening to the latest 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.
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, inspire 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.
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.
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. The marketing and engaging relationship created with your podcast will have your audience ready to act upon your call-to-action.
— 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. Let’s turn your information into engaging entertainment.
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 by getting more people to listen to this episode than listened to the last episode. 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.
— 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. Let’s turn your information into engaging entertainment.
When it comes time for your audience listening again, do they remember?
Media consultant Mark Ramsey had a fantastic blog post this week regarding the monetization of podcasts.
Mark says:
“In the world of these upstarts (the world we all now reside in), anyone can create media and the goal isn’t necessarily for the media to be monetizable but for the media to enable the monetization of other things.”
As long as podcasters see their show as entertainment first and advertising second, a podcast can go a long way to building a brand. Adam Carolla does an amazing job at this. He is very entertaining and uses his podcast to promote all of his other ventures.
Entertainment could mean companionship, advice or any other form. If podcasters make the mistake many advertisers make by beginning with the product features rather than product benefits for the listener, their podcast will be no more effective than their advertising.
A great podcast can help build a great brand if the intent of the podcast is to help the listener in some way.
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. Let’s turn your information into engaging entertainment.
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 time they will save with 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. They create 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. Their story says, “Every day, we go to work hoping to do two things: share great coffee with our friends and help make the world a little better.” Benefits, not features.
Find the true benefits of your podcast and product. Then, promote them heavily. People buy benefits.
I listened to Chris LoCurto’s “Entreleadership” podcast today. He made a great point that everyone is a salesperson. You’re always selling something. You could be selling your product, your service, your ideas, or yourself. You are selling to your clients, your boss, your employees, your future date and your kids.
What caught my ear was the 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.
I began to wonder how many podcasts view their show as selling. Beyond that perspective, I wondered how many actually understand and use the four selling steps. The answer is probably not enough.
Your podcast is selling something. It could simply be your ideas. You could be selling an actual product. You are most likely at least selling your listener the idea of listening again. Be sure you follow the four steps.
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”.
When you get your listener to tune into the show, begin building rapport. Friendship comes from self-revelation. Help your audience where you can.
Next, education 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. Help your listener solve their problems.
If you have completed the first three steps successfully, the close should be easy. It should handle itself. 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.
If you wish to have your audience/listener/customer act on your call-to-action (sales pitch, invitation, read your blog again), you must first create trust. People buy things from people they trust.
A person will only trust you if 1.) they believe you have their best interest at heart and 2.) they believe you trust them.
A relationship moves beyond acquaintance to friendship when trust is developed.
People will believe you trust them when you reveal things about yourself to them. Your revelations show you trust the other person to hear you without judgement.
If you give first, your counterpart will be more likely to give in return. If you show trust, they will eventually show trust in return.
When you tell great stories in your podcast, you begin to develop strong relationships with your listeners by revealing details about yourself and trusting your audience with those details.
Howard Stern reveals his inadequacies often on his show. Domino’s Pizza revealed their missteps in their latest ad campaign. When Oprah Winfrey revealed her personal issues and troubles, people loved her even more.
Create a trustworthy, solid, effective brand by telling great stories. Out of self-revelation comes trust.
I would love to answer any question you might have about your podcast. 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 Erik.Johnson@Cox.net.
Your questions will help me refine my blog. You will help me select topics. It will also make the blog much more enjoyable for you. I would love to hear your questions.
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 blog better is always my goal.
Let me know how I can help you. In turn, let’s help each other.
A great podcast is a great relationship. It is just like creating a great brand. In order to develop that solid audience 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 radio 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 to 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.
Nobody wants to watch your home movies unless they are in them.
If your entire product and marketing strategy is focused on you, it will be very difficult to retain listeners. People are interested in themselves.
Your customer is not interested in your product. She is interested in what your product can do for her. The content of your podcast must relate to your listener at all times. Make sure you position your content from the point of view of your listener.
Focus on your listener. If you are discussing a new truck, your listener doesn’t care that it can pull 10,000 pounds, is the best-selling or is the most dependable in its class. He wants to know if it can pull his boat, if he can load it up with lumber, and if he can be sure he won’t get stuck on the side of the road in the middle of nowhere. Tell him why your features are important to him.
You are wasting your time and listener relationship if you are only focused on you. Nobody wants to watch your home movies unless they are in them.
