The following is the full transcript of Remarkable Episode 17: How to Market a Podcast: Remarkable Season 1 Finale
I grew up in Eastern Carolina. Wilson to be exact. And when I was school-age – mostly middle school and high school my dad worked about 35 minutes away in Greenville, North Carolina. He was the director of an alcohol and drug abuse treatment center.
Not far down the road from where he worked was a little barbeque restaurant. It was called B’s Barbeque.
If you’re not familiar with eastern North Carolina style BBQ, it’s essentially a whole hog cooked over a fire pit, slow cooked for a while. There’s usually some sort of vinegar pepper sauce added to it.
The reason I’m telling you this is occasionally my dad would bring home barbeque for dinner on his way home from work. He would always get home at the same time every day. My mom was an entrepreneur and was in real estate, and occasionally my dad would get home before her.
Sometimes he would bring B’s Barbeque home and I didn’t think a whole lot about B’s Barbeque.
A little bit later I started doing some research, probably six or seven years ago now, for some marketing lessons and seminars that I was teaching small business owners about marketing.
I’m a big fan of Seth Godin and his talk about being remarkable and standing out. B’s Barbeque popped back up on my radar.
As I dug around a little bit more, I realized that they don’t have a website, and they don’t do facebook. They’re not on Yelp, Instagram. They don’t have a carry-out menu.
They only serve a very limited number of things. Barbeque chicken and pork and a couple of sides. There’s no where to eat inside. They don’t take credit cards, only cash.
There’s a couple of red picnic tables outside, and it’s just kind of a little whole in the wall. Everyday they’re open they sell out. And when they sell out, they go home.
Everyday that they’re open, there’s a line out the door waiting to get B’s Barbeque.
And it occurred to me that if you have a product that your audience want, and that people really enjoy and they’re passionate about, regardless of what the product is, then you really don’t have to actively pursue marketing. You don’t have to do a lot.
We hear the phrase that the most cost-effective form of marketing is word of mouth. But I don’t think we always put it into context. If you think about B’s Barbeque, that’s exactly what is happening.
They’ve built a brand or a product that is so desirable that people spread the word, as I’m doing right here talking to you. And they don’t need to actively go out and pursue marketing.
If they wanted to expand or grow, if they wanted to pursue other locations, then sure marketing and advertising would probably be a way to build that audience.
But they essentially have a lifestyle business, and they don’t have to do a lot of marketing.
The takeaway for you and your podcast, and this is what I’ve taken away from several of my guests as well, is that if you understand your audience and you’re providing a quality product, then when we talk about marketing your podcast, then it really becomes easy.
Like Seth Godin says, if you find ten passionate fans, who will tell ten more people about your podcast, then that’s 100. And if each of them tells 10 more people, then that’s a thousand.
And if you’re listening to this, then you’d probably be happy with even starting with a thousand downloads per episode. A thousand true fans. Which is also something that Kevin Kelly talks about as well.
So the point being is that, when you think about how to market your podcast, I really want to encourage you to take the time to produce something that’s so incredible, that the listeners that you do have will be eager to go share it with others and bring more people to you.
Then you don’t have to go begging for reviews, and you don’t have to go begging for shares. Sure, you want to put it out and make it easy for them to share.
That’s the point that I want to leave you with.
I haven’t mentioned this yet, but part of the reason I’m doing this monologue episode is because this is the conclusion of the first season of the Remarkable podcast.
I’m going to be taking a break for the month of July, and part of August, and I’ll come back at the end of August with a whole new season, with new interviews and new guests.
I’m really looking forward to that, and it’s pretty timely because I started my podcast about a year ago. I didn’t publish anything until end of January of this year, 2016, but I actually started recording last summer before I went to the Podcast Movement Conference.
You can listen to my episode where my friend Jay Posey interviews me, I think we go into that just a little bit, but I started the podcast last summer in June. I went to Podcast Movement and I really met a lot of great people.
Several of the people I met became my first guests, like Harry Duran, Jon Nastor, Jarod Morris, Jared Easley, Glenn the Geek, even Aaron Walker and Danielle Watson.
What was interesting is that I also ran into Nick Loper but I didn’t really connect with him until further down the road. I was introduced through some of the people I met.
I believe that Jon Nastor introduced me to Meron Bareket, who I will have on the show soon, and he introduced me to Nathan Chan, and I was also introduced to Bryan Orr through some of my guests, as well as Nicole Welch through my good friend Charles Gupton.
So most of the guests that I had, stem from podcast movement. The timing couldn’t’ be better, because I’m going to be heading out a week from today when I’m recording this.
I’ll be heading up to Chicago for Podcast Movement 2016. I’m really excited about connecting with the people I met, and some of my guests, and meeting some of those people in person, and really reaching out and meeting some new people.
Some people that you’ll be hearing from in the fall season of Remarkable. I thought it was very timely to go ahead and wrap up the season, and give you a few more tips.
The second thing I want to tell you about is another trip down memory lane from my junior year of high school. There was an exchange student in Wilson, for a year, from the island of Mallorca, off the coast of Spain.
He was doing his senior year at my high school. A buddy of mine and I became good friends with Juan. We spent a lot of weekends together hanging out.
When Juan left at the end of his senior year, my junior year, he invited us to visit with him back on the island of Majorca.
I think it was one of those things where typically someone would invite you to come visit, in that scenario, and the door would be open, but most people usually don’t take that offer. Most people don’t walk through that door.
But I guess I tend to latch onto certain adventures, and so my buddy Jeff and I decided that we would definitely go and visit Juan.
We worked out all the details, and sure enough, the summer after my junior year in high school, my buddy Jeff and his brother and I, the three of us, headed overseas to spend three weeks on the island of Mallorca.
Which is, as amazing as it sounds, if you’ve never been there, an island in the middle of the Mediterranean sea as beautiful and peaceful and awesome as it sounds.
So I spent the summer over there, and it really had a big impact on me. I ended up in college studying spanish, and I also ended up spending a summer in Mexico City, which I discussed a little bit in my interview with Nicole Welch.
Another incident that happened that kind of lined up with that, is that I ran into another exchange student when I was an undergrad in the University of North Carolina and Chapel Hill.
And his name was Miguel Torres, and he became really good friends with a few friends of mine, and invited everybody in our circle to head back over to visit him during spring break, and to stay with his family and to visit his home, essentially.
Again, being someone that likes to take people up on the offer to visit and travel, and having been to spain once, I thought it would be a fantastic opportunity.
There was probably 10 or 12 of us that decided to take our spring break and head over. We flew into Madrid, and took a train overnight to Barcelona.
I kind of knew this going into this, but the kicker here is that Miguel Torres is the son of the wine family, the Torres wine, who has several vineyards in Spain, and I believe in California, and South America as well.
So we ended up spending spring break on the vineyards in a guest house, and getting to tour Barcelona and some of the outlying areas, which was really an incredible experience.
I was able to, as a side note, hop on a plan and scoot over to the island of Mallorca to catch back up with my friend Juan.
So I took one of the days away from the group and went over to spend some time with Juan. And Miguel was generous enough to give me a couple of bottles of wine to take as a gift to Juan’s’ family, even though they didn’t know each other. So it was really nice to go hand in hand.
One of the things that I missed, while I was visiting my friend Juan is the rest of the group got to tour the winery itself. They have a really nice tour over there.
They all picked out a bottle of wine. They picked one out for me, which was great, so when I got home I got to take home a bottle of wine from the Torres vineyard that I was able to visit.
It just so happens that I later learned, that they used to sell some of their wines in the grocery store, I later learned.
I’m not sure if they still do, but the Harris Teeter grocery store carried some, and then there was a couple of boutique gourmet stores that sold wine that would carry some of their higher quality wine.
So whenever I turned 21 and started buying wine, I would always buy the Torres wine. It wasn’t because I knew a whole lot about wine.
They do have some very good wine, but not all their wine is top notch – but I realized that whenever I would have guests over, it would be so awesome to bring out a bottle of wine from the Torres vineyards, because I would able to tell the story, I would have this story to share with my friends.
So this bottle of wine, let me tell you about my trip to spain, and let me tell you that I know the son of the family, and here’s what I learned and here’s my experience.
Just having that story, and that experience with the bottle of wine really makes all the difference, and it trumps just about everything else that I could share.
So it didn’t matter if I could buy a really expensive really high quality wine if I didn’t have a good story with it.
So here’s my second point. Your story is everything.
There’s number of different ways to say it, but the point here is that people want to know your story, and why you got into what you do, and why you do what you do. If your product isn’t amazing, the story can make up a lot for that.
My first point was to make sure your product was amazing and what you’re putting out there is awesome. My second point is that – tell a good story, tell us your story, get your story out there.
I realized that’s part of why I wanted to conclude the season with telling you a couple of stories about me, because as crowded as the podcast market is, and as crowded as it’s getting. There’s one thing that I have that nobody else has – that’s my experience and my stories.
That’s my perspective and my point of view. So I thought let me take my own advice, and let me share my stories with you my listeners, so that you can get to know me a little bit better.
But I’m hoping that these points are going to stick with you. Because that’s the other part of story telling – I think Ramit Sethi said it best.
Human’s cannot stop listening to a story. So if you’re listening a story, it’s just in our DNA that we have to listen and we have to finish the story.
How many times have you sat in a bad in a bad movie and stayed through the end of the movie just because you couldn’t not see the end of the story?
So story is everything. Tell your story. Part of my story for the Remarkable podcast, as I mentioned, is that last June as I started recording, my intention was to build a podcast or develop a podcast about marketing for small business owners and solopreneurs.
But when I got there, one of the early conversations that I had, was with Glenn the Geek, who suggested that I niche down and find even a smaller group of people, and that if you start with a small group, and you build up that tribe, then you can always add another group.
You can always bring other people under your umbrella. He takes that from the equestrian world, where there’s different types of competitions, and everybody focuses on their particular competition. So he’s got a podcast for each of those.
So at podcast movement I was trying to think about who I was targeting more, how would I niche down?
Well it just so happened that I ran into numerous podcasters who were doing some really fun stuff and getting some things off the ground, but didn’t have any background in marketing.
A lot of the questions were around ‘how do I market my podcast’ and ‘how do I build an audience?’ So I thought what better podcast topic than how to have a podcast about how to market a podcast.
Now I know that there are other podcasts that are doing this, and I know that there are some really great podcasts.
Some have even been mentioned by some of my guests, that talk about podcasting as a whole, and they include marketing.
But as someone who’s passionate about marketing, and helping solopreneurs and artists, and experts market what they do, I thought it would be really fascinating to have a podcast to help people who aren’t really great at marketing, get great at marketing.
I also thought that it would help me as I learn about marketing podcasts, and I learn about podcasting, to be able to interview other podcasters, and to really get entrenched in the community.
That’s my third point. Find your tribe, find the group of people you want to serve, and listen to them and find out what it is that they want from you. What it is that they’re lacking. What it is that they need.
So the fact that I went to podcast movement last year and spent so much time around podcasters, and listening to what they need, and what the struggles were, and where everyone was in the process, it really gave me a lot of insight.
I realized that there was a need that I could meet. There was a need that I could fill.
For me, it’s not about building an enormous tribe of 50,000 fans.
It’s really about helping podcasters who really want to start, who are really passionate about what it is they want to do, and helping them figure out how to make an amazing product, how to tell their story.
How to use social media, and marketing and digital networking. How to go about getting the work out and connecting and finding more of your tribe.
My other point is this: regardless of what your topic is, find out where people are already meeting and talking about that topic.
Find out, do they meet in person? Are there meetups? Are there organizations? Do they meet up online in twitter chats, on blab, in facebook groups? Become a part of that community!
Not to manipulate them, or trick them, or try to peddle your wares or just do a bunch of self promotion.
But to really get involved and listen. So many times I’ve been a part of a Facebook group about podcasting. I just see question after question where people are asking ‘how do I reach more people?
How do I connect with my audience? How do I market my show? And hearing the words and the phrases they use really kind of helps me get a better understanding of what they need and maybe who I can find to help answer some of those questions.
So I really hope that you’ve learned as much as I have from this first season of Remarkable. I’ve really enjoyed it, and I’ve learned quite a bit. More than I could share in just one episode. And depending upon how this episode is received, I may do a few more of these over the next few months.
Just kind of share a little more insights, and maybe answer a few questions. Some of the feedback that I’ve gotten, is that several of my listeners have wanted to know more details about things like using online courses, and lead captures, and some of the more technical things.
Again, if you’re not from a marketing background, some of that may be a bit new to you, and a bit unfamiliar. So I’d also like to plug my website, SuperSimpl.com. If you haven’t checked that out, I do have some content in there, some blog posts.
I do have some courses that I’m launching in the near future that will help you answer some of those questions about getting your website set up, building traffic, and using social media and things like that.
So if that’s some of the issues that you’re having, on the ‘how to’ end, as opposed to what to do, but how to do it, go ahead and check that out.
If you’re interested in learning something specific, feel free to shoot me an email or catch me on Twitter, and let me know, and I’ll see if I can address that in an upcoming blog post or lesson of some sort that way.
Before I wrap up, I do want to thank a couple of people. My friend Jay Posey who has been a huge encouragement as he’s an artist himself and a writer, and know what it’s like to push through and ship the work. I appreciate him being a guest, and also interviewing me for a previous episode.
I want to once again thank all my guests, who gave me their time and shared their insight and expertise and background with us, that was very generous, and I don’t take that very lightly.
I also want to thank Julio Gonzalez, who you’ve heard me mention at the end of each of my episodes, who helped me with my theme music. That was custom theme music that he helped me come up with, and as another reference back to podcast movement.
That’s where Julio and I met. We met on a bus ride one night on a ride over to one of the evening events, and we got to talking. I’m a musician, and I grew up playing saxophone and drums, and later guitar, and eventually became a DJ, which I think was my connection to Harry Duran. We talked about that a little bit.
I’m a big lover of music, and I especially like what people are doing. But Julio, I found out, has created music for movie trailers and commercials, and does a lot of podcast editing and creating and things like that. So I asked him if he could help me come up with something remarkable for my Remarkable podcast and he agreed.
So I let him know about my style and what I wanted and he helped me come up with something that I believe suits my speed and my tone and the way I present and the way I talk. I think the theme music does a great job.
It’s catchy and memorable and really flows along with me. So again, another thanks to Julio for that. So I also want to give a quick shout out and thanks to my graphic designer Ben Schwabauer, you can find Ben at whoisben.com.
I first met Ben back around 2005 when he was a freelance graphic designer. We hired him at the company I used to work for, CrossComm, to do graphic design work for websites and for print. I’ve always been a huge fan of his work. He’s helped me – he’s done tons of client work over the past 11 years now, and he also developed my logo for my digital marketing agency BurlapSky.
He’s created my logo for SuperSimpl. He recently helped me redo – I had based the Remarkable artwork on some of the designs he had done originally.
He did not do my original Remarkable artwork, but since then I have, now that I know what I’m doing a little bit more and I’m planning to stick around, I reached back out to Ben to help me get my artwork to the next level.
So if you see any of my new artwork, that’s the work of Ben Schwabauer. If you need graphic design work for your cover, or your show. Cover art. Anything for your website or blog, social media – please hit up Ben and tell him I sent you.
Again, that’s whoisben.com. He did not pay me to do this, this is not a sponsored post, this is my giving him thanks. And lastly, I want to thank you for listening thank you for joining me.
Whether this is your first episode or you’ve listened to every single one, I appreciate it, and I hope that you will continue to listen, and I hope that I will continue to add value to you.