Podcast Movement 16: Best Podcasting Nuggets of Wisdom

podcast movement 16

I just attended Podcast Movement 2016 in Chicago, a conference for podcasters, by podcasters, and it was great. It was my first time attending and my main purpose for being there was to learn more about how to better market my podcasts (The Rob Cressy Show and Bacon Sports Podcast plus the soon to be launched Sports Marketing Huddle.)

Like I always do, I took copious notes of each session I attended so I could better retain the information plus share the knowledge with you. I broke it down by session to make it easier for you to follow, and can connect with the speaker if you dig their stuff.

Here are some of the best podcasting nuggets of wisdom that I took away from Podcast Movement 16.

Don’t Do A Show. Solve a Problem. by Andrew Warner

  • People care – understand a pain people have and address the pain.
  • Empathy – you get the problem people have and care about it as much as they do and then help them solve it (give a solution for it).
    • When u do you’ll grow your business
  • We can have an impact if we care about the problems the audience has.
  • When he interviewed the top companies he wanted to learn how and why they did it.
  • What’s the purpose? That’s when you start solving problems.
  • We can charge money because we solve problems.
  • They will listen and pay and be glad if we solve a problem.
  • I’m not looking to sell you any ads, I just want to understand what it’s like to sell ads. What’s going on with you? What works and what doesn’t? What’s his metrics that he is being measured on? What’s a win for you when buying ads?
  • Tell me how your audience converts. I’m just starting out. I want data
  • Empathize, understand.
  • Talk to everyone you can before the interview starts (why did you…) What’s the problem is the first thing you need to learn.
  • What are u working on? Looking to do? Why are u here?
  • What are they trying to accomplish and what’s getting in your way (keeping you from making money)?
  • Don’t ask “what bothers you.” You need to finesse it.
  • Mask the request as a benefit to your customer.
    • Most successful podcasters have their own thing they are selling.
    • Sell consultant services so people know you are willing to help them. Have them tell me why they want me to help them (specific – why they choose me to help them solve the problem – what’s most painful that I can help with.)
  • Understand their pain and then you can help solve your customers problem.
  • Everything ties back to empathy and you’ll become a hero to them.
  • Podcasts solve problems. It starts with pain.
  • Biggest mistake – don’t make it all about me and what I don’t have and what I’m not doing. Make it about the issue the audience is having.
  • Is the problem big enough? Ask them if they’ll pay for it (are you willing to pay for it.)

How To Create a Hit Episode That Will Skyrocket Your Downloads by Pat Flynn

  • How to create a hit episode strategy.
    • Create spikes, like a spiked latter, so you have a higher plateau later.
  • HIT episodes.
    • Highly
    • Intentional
    • Targeted
  • Get your listeners excited again.
  • “How can something be a hit if its the same every time?”
  • Feature a voice mail question from the audience every week.
  • Based on my podcast download numbers and niche, weave how it’s an impressive number.
  • Rule #1
    • Treat these episodes like an event.
    • Pre-plan and market ahead of time to build buzz.
    • Pick a launch date.
      • Think about the anticipation of going on vacation or a concert in a few months. As the date approaches more excitement builds.
    • Create buzz for it.
    • Tease what’s coming.
      • Pull out clips for future episodes and promote it in the podcast (you could also do quote cards,)
    • Utilize your email list.
    • Get your network and friends behind it.
      • Utilize relationships where you’ve added value to them.
      • Ask for a share or email blast.
  • Rule #2
    • “You can change people’s lives with your voice.”
    • Imagine 100 people who download you actually in a room waiting to see you speak.
    • Downloads are people.
  • Round up episode.
    • Blog post where someone asks 20 people 1 question. Something particular to your audience. Most people who are part of this article will share it.
    • Start with one single question. What’s the biggest pain my audience has and find people to answer it.
      • ex. 50 food truck owners speak out. What are things you wish you knew when u started a food truck
      • Start with podcasters (they are comfortable behind the mic- have them do just one answer.)
    • SpeakPipe.com – collect voicemails easier. There’s a record button on your landing page. Then it’s gets sent to you.
    • Comment between answers. Put myself between each of them. I’m leading the way and can comment and put my own spin and voice. Breaks up the questions.
    • Take some of the answers from these people and create a social media card. Here’s an image you can share. Will increase the numbers.
  • Interview a forum owner.
    • They’ll be happy to share that episode with the rest of the community .
    • Have them come on the show and provide value.
    • Have them talk about the community and how awesome they are.
    • There’s no better recommendation than one that comes from a trusted friend.
  • Burst strategy.
    • Have 3 hit episodes come out in one day.
    • Create an event that they are all coming out together.
    • Make sure first episode of burst series, in the first 5 min, make an actionable quick win. A connection between a reward and you. Have them pause to do it.
      • Think angry birds. Make the first level easy so they want to keep playing more.
      • To change someone’s life, change their day first.
  • S4S
    • Share for share
      • Uses heavy in YouTube and Instagram space.
      • This is a quick way to grow.
    • Share a contest.
      • It motivates people to share things.
      • Run contests during launches.
      • KingSumo – Pat did it to promote his book club. It also helps build your list
      • Rafflecopter.
      • Give something away related to the episode.
      • Promote before and after.
  • Challenges
    • People like to share when something is difficult .
    • Build email list when you do a challenge.
  • The poster boy episode
    • Things I do well, talk about it on an episode. Become the perfect person people want in their audience.
    • It’s how I can get an influencer to want me.
  • Round two.
    • Do a follow up episode on my most popular podcast episode.
  • Niche specific show.
    • Make it just for them.
    • That community shares it.
    • It becomes their thing.

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Tell Us Something We Don’t Know by Brendan Francis & Rico Gagliano

  • When interviewing a guest, ask them to tell you something you don’t know (it’s a standard question they ask every week.)
  • The interview begins before the interview begins.
    • Show them you’ve done your homework.
    • Be an equal and don’t go all fanboy.
    • Build good rapport before if you can since most people/guests don’t know who you are.
  • Do the business in the front, then earn the right to have the party in the back.
    • First questions about the topic at hand (ask them serious stuff – ex. if Al Pacino is promoting a movie, talk about that first so I can talk about The Godfather later.)
  • Ask why?
    • Why did somebody do something? It forces them to come up with their own rationales.
  • You should be putting on a show instead of just a concert -Steve Martin
  • Other interviewers loss: your gain.
    • Listen or watch as many of interviews as possible on somehow so you know what hasn’t been asked or you can bring up a follow up question to something someone asked (I read in an interview that you were discussing…)
  • Be in the moment, really vibe with the person. Be aware of the audience. Trust yourself that the work you did will guide you.

Go From Podcaster To Media Superstar by Josh Elledge

  • Spend twice as much time working on business of your podcast than building your podcast.
  • The biggest reason podcasters fail is they spend all their time podcasting.
  • The most effective activity to grow your business is to network with influencers. They have the ability to make you successful very quickly
  • Why should you become famous/a thought leader: Opportunities come to you that don’t come to people who aren’t “in the major leagues yet.”
  • When receiving an email there are 4 buckets that someone will put you in (regarding if they will respond back or not). You want to be in the first two buckets.
    • They respond back immediately because they are a friend or trust you.
    • You are important and they will respond to it later.
    • You are important and they want to respond but they don’t (you need to rank high enough in the moment.)
    • Why is this person emailing? I don’t have time.
  • Get in front of an audience that knows, likes, and trusts you. Don’t focus on selling. Focus on providing value.
  • Create content that positions you as a thought leader so influencers come to you for answers.
  • Serving audiences feels so much better than selling to audiences. Put their needs first.
  • People don’t like taking chances on bad guests. Communicate that you are an expert as much as you can. That starts with your website.
  • Professionals will reciprocate. Give freely and allow influencers to reward you freely.
  • Have a good Twitter presence. You have direct access to everyone on Twitter, whic is good for making the initial connection.
  • Make sure you are doing PR for profit, not just ego.
  • In PR, play the long game.
  • Provide an offered service to an influencer. This can’t have any sales associates with it.
  • When on a show, it’s ok to name drop your site twice if you make it part of it naturally. 3 times is too much.
  • The Pitch – just focus on being helpful.
  • Can I create relationships with journalists?
  • Pay attention to what’s trending in my industry. Newsjacking. And then offer to let my journalists and influencers know what’s going on, “Hey this is trending right now, let me give you some bullet points or quotes u can use if u want.” Just offer to be a friend.

bacon sports snapchat
How To Make Your Podcast Stand Out by Daniel J Lewis

  • Getting more requires giving more.
  • Quality
    • Content – message you share – helpful or entertaining.
    • Presentation – ability to communicate the message confidently and with quality.
    • Production – it enhances your presentation. Make sure volume levels are good.
    • Promotion – how are you marketing to your ideal audience?
    • Profit – what do I want to get from my podcast? What about my audience?
  • More Content
    • Just do more. Think about creating a 1 min episode or an update. Think about ways I can post more.
    • Write your show notes as if they are a blog post.
    • Video works best in short form.
    • Email – more directly engage with the audience. What other ways can I use email? Ask the audience for feedback before the episode.
    • Social posts – be everywhere you can be well.
  • More Humanity
    • The emotion you express is what you attract.
  • More interaction
    • Be easy to contact.
    • Turn your audience into a community: Facebook groups, forums, comments.
    • Work with your “competition” – don’t treat them as rivals.
  • More SEO
    • Create content for humans – what do people want when they are doing this kind of search?
    • Write great titles
    • Avoid front loaded patterns – try and avoid “in this episode.” Make the first content unique.
  • More design
    • The format, feel, flow and funnels. The overall experience of your podcast. Your cover art.
    • Visit podcast – press play – make it that easy.
    • Think about experience of my podcast. How do I want to make them feel?
    • Don’t kill yourself with a weak intro

Rock The Podcast From The Other Side Of The Mic by Jessica Rhodes

  • (When thinking about promoting): I need to go where my listeners are and they are listening to other podcasts. This is why being a guest on other podcasts is so important to helping grow your brand.
  • The best podcast guests are those with the best stories.
  • (For promoting): Be active in Facebook and LinkedIn groups.
  • When pitching yourself to be a guest on another podcast:
    • Be easy to work with
    • Have a one sheeter so they can easily see what’s up with you.
    • Have the one sheeter written in 3rd person.
    • Send over interview topics and potential questions.
    • Have a professional photo on the one sheeter.
    • Be easy to schedule by using an online scheduler (like Calendly.)
  • When you are booked as a guest on another podcast post on your social media about it. “BOOKED: I’m super excited to be on the X podcast.” This builds buzz. After the show blog about the interview.
  • Show gratitude and thank the host when you get booked on their podcast. People like being thanked.
  • When you are on another podcast be confident. You are an expert.
  • Before going on another podcast ask the host who their target listeners are. That way you can tailor your answers to them when you are on the show.
  • The power or reciprocity: promote other podcasts you like to try and get on the radar of the host.
  • To better captivate your audience get rid of crutch words “So, Umm, 100%”, slow down, and tell stories.
  • Show downloads don’t equal quality or impact on business. This is important for people to remember who don’t have huge podcast download numbers.

Quit Your Day Job – Funding, Sustainability, and Growth (PANEL)

  • 50,000 downloads per episode per month is the minimum you need to get one of the big advertising rep firms to be interested in your show. The reason for this is they only work with the best of the best, and anything less isn’t worth their time.
  • Thank your sponsors and ask your audience to support them. “They are why I’m able to give you this show for free.”
  • If you can’t get money for a podcast sponsorship then try the barter system. Find a way to make things happen.
  • Go through your Twitter feed and see if any businesses are following you.
    • If there are hit them up and let them know you are a fan of their work. Tell them you are looking for sponsors and see if you can make something happen.

Voice Acting For Podcasters by Carrie Olson

  • Voiceover is an art and a science.
    • You have to get into character- convey the message.
    • The science- once you get training and coaching you start to analyze the copy. What’s the purpose of the copy? Who are u talking to? Trying to convey? Most specific words you are going to bring our? Story arc? What do I do with a period, comma or question mark?
  • Voiceover is more about being great at what you do and then able to market yourself.
  • Marketing yourself.
    • Online casting sites.
      • Subscription sites, they send you jobs that match your profile, then you audition.
    • Get an agent.
      • They are higher quality jobs hey send you.
      • It’s hard to get an agent. Got to have a demo. Best parts of your best work.
    • Networking & reaching out.
      • Make a list of clients I want to work with most. Find the people to contact at those companies. Then find out the different productions they are working on. Then she sent her resume with cover and her demos
  • Transcribe tv and radio commercials to deconstruct what they do. Ask “why did the voice actor make that decision.” Who was the audience they were looking to reach?
  • Ask local companies if they have any training or voice mail things they need a voice over for
  • Pay attention to the way I talk to people. What does my voice do in different situations or emotions?
  • Voiceover is about being conversational.
  • Pricing depends on the job. National vs regional, how long the commercial is up or (a year vs a month.)

Scaling Your Podcast Into A Business (PANEL)

  • Be passionate about the content you create. Your audience won’t be otherwise.
  • Network with other content creators in your niche.
  • Find other people you can help succeed in their lives.
  • Build a relationship with your audience.
    • Engage with their content – connect with what they are sharing – celebrate and grieve with them. It’s the good thing to do in life.
    • Ask many questions.
    • End sentences with a question instead of a period.
    • Set yourself reminders  for things your audience does (ex. someone’s birthday or having a kid.)
    • Provide encouragement, hope and feedback to others on their content. Even if it’s just for 5 or 10 minutes a day.
    • Do for some what you wish you could do for everyone.

Webinars by Tim Paige

  • Build a fanatical audience then sell your solutions to their products.
  • Webinars are a logical next step for podcast listeners.
    • Here’s what you are struggling with and how I can help you.
  • Webinar: typical 30-40% sales conversion
    • 60-70% if they listened to podcast and then did the webinar.
  • How to get listeners into a webinar.
    • Marketing is about congruency.
    • Webinar makes sense when in context to the episode.
  • A clear call to action (this is a big mistake that many podcasters forget)
    • “Avengers Assemble!” That’s a good one.
    • Reference in the middle of the episode.
    • During your outro.
    • Not in your intro.
      • Goal of intro is to get people to listen on. Not to go buy my stuff.
    • Don’t “pause for a word from our sponsors” – make it natural.
    • Tie in with something you were taking about during the podcast.
    • Make it the only call to action.
  • Use your other assets.
    • In your website sidebar.
    • Podcast show notes.
    • Email signature.
    • Thank you page – change this so its not “confirm your email.”
    • In your welcome email.
  • How to host a fantastic webinar.
    • Address the audience at the start. What’s your name and where are you from? (Lets them know it’s live and it feels good.)
    • Be transparent. If it’s prerecord then let them know.
    • Interact- answer questions throughout .
    • Make your offer clear (and make it real) – pitch the right thing for them.
    • Provide so much value that you could sell the webinar itself!!!!! (You want people to have tons of notes.)
    • Follow up.
  • Webinar structure.
    • Welcome attendees (3-10 min prior to start.)
    • Set expectations (here’s who it is or isn’t right for.)
    • Tease your offer.
    • Brief about me (his is 90 sec.)
    • Content.
      • Needs to be valuable but prepare them for the sale.
      • Content piece 1 – tease
      • Content piece 2 – tease
      • Content piece 3 – tease
      • Transition to pitch (I promised)
        • …I promised I wouldn’t leave without giving you the opportunity to get help and get some amazing bonuses in the process.
      • This part is 20-40 min (if a 60 min webinar.)
    • Offer.
      • Brief product pitch.
      • Bonuses.
      • Price anchor (show the value of what it is you are selling – how much it would cost.)
      • Q&A.
        • Answer as many as possible but be strategic (remember this is a sales opportunity.)
        • Start with 3-4 buying questions.
        • Think about most common objections or the objections you’d have for buying your product.
        • Why it’s the best choice? (Me vs other options.)
        • 2-3 content based questions (about the webinar not your offer.)
        • Back to buying questions. Reiterate bonus offer.
      • Biggest mistake: taking too long to get to the content.
      • First piece of content after your intro needs to be easy to understand and simple to take action on.
    • Try doing 1 webinar a week for 4 weeks and so how it goes.
    • Bonuses
      • Don’t have a ton (they have only 3.)
      • Main purpose of bonus is to create a sense of urgency and get people off the fence.
      • 2 options
        • Buy before the webinar is over or you lose the bonuses (converts best.)
        • Two bonuses if you buy before x date at x time, plus one amazing additional bonus if you buy before the webinar is done.
  • Discounts train your audience to only buy when you have one (they don’t want to devalue their product.)

CREATIVE RESOURCES!

1. Ultimate Entrepreneur Reading List – I’ve read over 100 books on creativity, leadership, entrepreneurship, digital marketing, and sports that have had a major impact on my life. These are those books. Get your learn on!

2. What Exactly Does Cress Media Do? – Check this out and you’ll get a great idea of the value Rob Cressy brings to the table.

3. Want To Write Funnier? – For the last 4 years I’ve studied comedy writing at Second City and from one of the Co-Founders of The Onion. Learn how to become a funnier writer and take your business, career, or blog to the next level.

4. Follow Rob Cressy on Snapchat – If you are on Snapchat then you need to be following me faster than Antonio Brown can shake & bake a DB. You can also check out my notes from the Snapchat For Business workshop I taught.

5. Ultimate Guide: Digital Marketing to Millennials – My 6 core principles for creating fun and engaging content that gets people to take action.

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