Why Every Author Should Start a Podcast

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Welcome to the published author podcast,
where we help entrepreneurs learn how to write

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a book and leverage it to grow
their business and make an impact. I'm

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your host, Josh Steimeley. Today
my guest is Matt Haller, and Matt

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is a partner with proudmouth, a
business focused on liberating the world's experts from,

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as Matt says, the tournament of
sales. He got his start in

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the financial services industry and wrote two
books for financial services professionals, and he's

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also served in the navy, is
a trained therapist and worked as a radio

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host. Matt, welcome to the
show. Well, thanks for having me.

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So what we really want to talk
about today? This episode is going

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to focus on podcasting and why an
author might want to start a podcast,

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the benefit of starting a podcast foreign
author specifically, also why authors might want

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to be a guest on other people's
podcast. But before we get into that,

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because that really is Matt's area of
expertise, Matt, give us a

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little bit of background on who you
are, where you come from. I've

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got to hear stories about your time
in the navy and as a therapist and

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stuff. So can you give us
a little bit of background? On.

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You sure? So I started doing
radio when I was thirteen years old.

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My High School had a radio station
and I remember walking it was in the

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library. Remember walking the library and
seeing these two studios with microphones and back

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then they were tape players, and
I walked around and I said to you,

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we have a radio station, and
Chris Kaer Patrick was her name,

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and she said yes, would you
like to be a DJ? And and

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I don't think anybody could have said
sweeter words to me. So I said

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absolutely, and so I did radio
for four years in high school. Madman

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Matt Haller and I did a heavy
metal show, which was funny because we

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were a publicly, we were a
public nonprofit station, so I really was

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very limited and what U was allowed
to play heavy metal is generous. After

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a graduate in high school. I
did go into the United States Navy and

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went, I'm a Persian Gulf War
veteran, the first golf excursion that we

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decided to go into. Found out
two weeks after I went to my ship

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that I was on a floating bomb. It was an ammunition replenishment ship and

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the first person who I reported to
said, well, welcome aboard seemen Holler

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and I just want you to know
that if we get hit anywhere on this

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ship, we're going to blow up
in a two square mile radius. Welcome

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aboard, and so that that was
a rather are you putting thing there?

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I got out of the Navy,
went to college, did because some of

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the normal college stuff. With exception. I have the two most worthless degrees,

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Josh, you can have. I
have a degree in applied ethics,

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which is a philosophy degree, and
communications because I wanted to continue and I

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did radio while I was in college. Fast forward, became a therapist after

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US short stint, five year stint, in a place called boys town in

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the states, where my wife and
I live, with eight ask at risk

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teenage boys at a time, thirty
six in total, which is a wonderful

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experience. So I was like,
I want to be a therapist. So

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I went to Grad School, got
my master's degree. As the therapist found

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out, I was a terrible therapist. It's really would have been great if

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I would have learned that while I
was in Grad School, but I didn't

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and became a consultant financial services.
wrote my first book was actually published by

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Bloomberg Finance. So I actually had
a book deal, which honestly, was

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an amazing experience, with the exception
of how did that come how did that

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come about? Did they approach you? Did you approach did? Yeah,

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so what happened was I wrote an
article for Financial Planning magazine that was talking

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about the power of social media's this
was a long time ago, this was

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a two thousand and nine maybe,
and they approached me and said, hey,

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look, nobody's written a book on
Social Media Yet. Would you like

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to write the the book, the
first book on Social Media For Financial Services?

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And I was like absolutely, and
so I wrote it and then rewrote

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it. Sure you're failiar with and
then went to my editor, the editor

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at Bloomberg, which was magnificent,
is she? I remember her calling me

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and she said, you know,
Matt, how often do you want to

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meet and I said I don't want
to meet with you at all, and

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she said, well, why is
that? I said, because you're the

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editor. You're going to make the
book sound good, right, and she's

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like, well, yeah, it's
my job. I said, well,

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why don't you do your job?
I've some other stuff I have to tend

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to, and she's like so you
don't want any notes? It's like,

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no, really, what I'd like
you to do is just make it correct,

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grammatically correct, as it wasn't.
And she said this is the best

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experience I've I've ever had with an
author. The problem was when the book

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came out, Josh, it takes
so long in the publishing world right to

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go through all of the cover art
and all of the stuff that when the

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book came out it was an instructional
book. The screen, some of the

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screenshots weren't applicable anymore. Social media
was changing so quickly. I mean it's

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still changing quickly that, especially in
those early days. Yeah, unbelievably fast.

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Some of the tools that I had
talked about were an applicable anymore.

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So was a financial services consultant and
came out with my second book, which

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was a really a home brew with
a friend of mine. Wanted to write

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a Cook Book of Marketing Ideas and
had a my best friend animated or did

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illustrations for the book. He's a
comic book artist and I still probably have

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three thousand copies that book laid around. But that was a great calling card

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for me because I just opened my
own my own consulting practice. Every new

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client got a book every prospect got
a book. I spoke at conferences,

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they got books. It really,
really helped my credibility. And then I

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partnered with my partner, Kirk Low. We met at a conference five and

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a half years ago now, and
realize is that both of us were doing

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something fundamentally wrong, which is who
we're telling people what to do. Nobody

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wants to be told what to do, they want somebody to do it for

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them. And so over the last
five years we have built really a soup

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to nuts digital footprint program that's all
based off of a single point of entry,

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much like Josh Goden, Seth God
and sorry Seth Goden, who talks

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about wanting to make sure that you
have the most effective means to communicate digitally.

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And then what we do is we
take a podcast, we turn it

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into humongous amounts of social media assets
so that people can be ever present and

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imnipresent. So why did you decide
to lead with podcasts? Well, we've

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been working in financial services, so
that's where Kirk and I really cut our

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teeth and they talked for a living. Josh me, that's is you know

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people who talk for a living.
They're so comfortable behind the microphone. You

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know, a lot of people aren't
camera ready, brother. That's the big

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concern. There's work you have to
do to be good and behind a camera

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and a lot of advisors hadn't been
camera trained. They do a lot of

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seminars and webinars and educational events and
so we just said, you know,

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hey, this is it. It's
also the lowest cost way to do it.

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If editing thirty minutes of video is
prohibitively expensive, editing thirty minutes of

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audio is not expensive at all.
And it was also scalable so we could

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find out we could help more people. I don't and did you have experience

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at this point with podcasting? You
had your radio experience, which is kind

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of similar, but did you have
much experience with podcasting when you started this?

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Not at all. Kirk and I
hit record. Our first podcast was

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called MoD marketing, marketing for the
twenty one century. We'd about fifty episodes

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of that. Ironed out all of
the kinks right. So we built all

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of the systems for the company based
off that first podcast. You know,

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how do we take things from guests
to production, to post production and then

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all through the social media assets that
we create? What social media assets did

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we want to create? Then we
dumped and literally deleted all fifty of those

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episodes. Of started over with the
top adviser marketing podcast. We're about three

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hundred episodes in on that now.
But in total we've produced Threezo podcasts for

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different professionals, because that's really what
our bread and butter is. But we

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made all of the mistakes. Kirk
and I invested a substantial amount of money

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in this company to make sure that
we just ironed out everything, the all

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of the little hitches in the get
along, and now it's really, really

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smooth. I can't believe in five
years, we know we have got twenty

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three employees. Now you know we're
producing over a hundred podcasts a month now,

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about twenty five to thirtyzero social media
posts, and I've just got this

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this machine that I luckily I'm not
the one at the helm of the machine,

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but a the team that we have
in places freaking amazing. So that's

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cool. So let's fast forward to
today. What is your main offering?

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What is the main thing that you
offer to people who are coming in,

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whether their authors or anybody else?
Well, so we offer we basically call

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it our influence accelerator package, and
so I want to pause if you don't

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want, to talk just a little
bit about how authors. The reason why

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I wanted to write a book as
I wanted to be known as an expert.

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Right in. Being published puts you
into a field of expertise, or

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at least known by the public as
being an expert in something specific, and

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so and I wanted to be an
expert in social media. I do still

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consider myself an expert in social media
and that's why, you know, when

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you write a book, first off
you usually have chapters in your book,

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which the chapters can turn into podcasts
and then those can turn into social media

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post the idea that authors can utilize
podcasting as a way to accelerate their influence.

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It's crazy, because you write a
book and you know you use your

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system right, so you're going to
get a lot of attention for your book,

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but it just doesn't have a lot
of the longevity that we would really

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want our books to have. Right
I want second, Third Fourth Editions to

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the book by getting feedback from people
and you have to engage your readers and

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your audience, and we believe that
podcasting is the most effective way to do

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that. So it's too podcasts a
month is what we recommend. That's a

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as a business owner or a professional
to podcast is a good run rate.

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It's not too taxing. And those
two podcasts then turn into about one social

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media post per business day and that's
that's a we can either we can post

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for you. So it depends on
how much you want us to do.

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You can basically outsource your whole digital
marketing in about four hours of your time

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a month. So you show up, you do the two podcasts, you

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meet with your account manager and then
we basically do the rest. Jokingly,

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we call it the rock star approach. So you show up, you grabbed

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the microphone, you do your set, you drop the MIC in, my

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team takes care of the rest.
Oh, so are you working with any

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authors right now? I am.
They're all in financial services. Surprisingly enough,

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a lot of financial advisors who've used
our services had already written a book.

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We've got one that wrote a book
based off of his podcast and they

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use the book is their main foundation
for all of the content. It's a

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wonderful called action. Josh, this
is one of my favorite things. We

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called the perfect podcast formula. So
you have to have entertainment, right.

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So you have to be a fun
to listen to. Right. You have

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to educate people, because most people
go to podcast just like yours to learn

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something new. You need a story, right. You have to have two

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storytelling and all great books have great
stories. Right. But then the last

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thing is called action, and one
of the reasons why we love working with

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authors is because your called action is
to download the book by the book,

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go to Amazon. We know whatever
with the book, and I know as

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a businessperson, if I'm going to
get you to listen to my podcast and

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if you'll buy my book, the
probability of you becoming a client is very

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high, right, because you've taken
to opt in steps to engage with me.

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Then if I can get you to
engage with me socially, I mean

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the probability of me ever having to
sell, and you know, you said

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it in the opening are our mission
is to free the world's experts from the

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Tormett of sales. I don't sell
anymore. Right, people listen to our

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podcast. I have a bunch of
people who have purchased my social media book.

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They follow us on social media,
the engage with on some social media

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and then they just call and they
say, yeah, I'm ready to go,

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I have a couple of logistics questions. And I don't know about you,

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brother, but the hard closes.
I just don't enjoy that anymore.

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That's a beautiful thing when the business
just comes to you and says, Hey,

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send me a contract. Yeah,
like, all right, all right,

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absolutely. So I know that a
lot of people out there feel like

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doing a podcast. It's just too
much. It's overwhelming. They don't know

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where to get started. They feel
like, Oh, I've got to buy

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all this equipment and I have to
be a professional speaker. And what do

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you tell people who have these types
of objections and think that doing a podcast

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is just too much work, too
hard? It's way easier to write in

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a book, brother, I'll tell
you that right now. But I say

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that they're they there's validity to their
concerns. All Right, the biggest thing

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that stops people from podcasting is over
thinking. It's so when I was a

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therapist, a terrible one at that, we used to have people journal.

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It's a very powerful therapeutic technique,
right. So most therapists will give you

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a journal or force you to buy
the one that they like, because there's

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all sorts of journals out there and
then you open that journal and in what

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do you see? It's just like
when you start writing every day, right.

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So I was always told that I
need to write anywhere from five thousand

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ten thousand words a day when I
was writing my first book. That blank

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page, man, it's really it's
intimidating. Right. The journals the same

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way. PODCASTING is the same way. What you need to do is you

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need to push record and just start
talking, and you're going to realize very

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quickly that, since you're going to
be talking about something that you love and

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you're passionate about, like the book
you just wrote, it just it's not

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as difficult. But here as a
couple of very, very easy things to

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do. Number One, get so
I'm hoping everybody can do this while they're

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listening, is you're going to take
a piece of paper or open up a

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word document or whatever you use,
and number one to twelve, and then

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for each of those you're going to
use a chapter of your book. So

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hopefully you have at least twelve chapters
of your book or twelve major overarching points

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of your book. Doesn't matter what
kind of book it is right. Doesn't

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matter if it's fiction, it doesn't
matter if it's non fiction, historical fiction,

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whatever you just I need you to
do this, all right. So

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this is going to be that outline
and in fact, if you still have

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the outline that you had when you
wrote the book, you're halfway there.

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And then what you're going to do
is you're going to create two subtopics underneath

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each of those twelve. And now
you've got twenty four months of podcasts.

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I hear all the time. You
know, what kind of equipment do I

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need? I mean, Josh,
you've got a great set up there.

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I've got, you know, I've
got a pretty heavy duty set up here.

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You can spend thousands of dollars on
equipment, thousands of dollars, but

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I honestly believe that buying a directional
microphone so much like what you have.

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So we've got these directional microphones,
which means it just picks up what's right

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in front of the the microphone itself. You can buy what we recommend,

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which is I'm just tell you to
Samson, to Samson USB, Mike's plug

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and play. It means it's going
to take out all of the other ambient

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noises in the room and only pick
up your voice. You literally plug that

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into your computer. You're ready to
podcast. Is that simple? or or

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here you go. I actually keep
these as a prop. So these are

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old apple earbuts right. So these
are they don't I don't even know if

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you I made sure you can buy
them anymore, but I don't think they

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come with your phone. There's this
little microphone that that's in this these headphones.

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Their fairies or something in this microphone. Joh I have no idea how

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this works, but honestly, this
is one of the best microphones that's out

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there and you can use this,
you can use your phone. There's a

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great APP called Anchor FM. So
another one called Blueberry, which is a

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company that we've partnered with. There
is so easy to get started. You

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just have to realize that you're kind
of going to suck at the beginning.

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But here's the fun part. You're
going to get better and then, let's

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see, your twenty episodes in,
thirty episodes in, people are going to

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go back and listen those first podcasts
and they're going to love you even more

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because you showed your warts and they
get to grow with you. It is

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hard to not be sensitive to that
because you feel like, Oh, if

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I if I say the word um
or just once, or I have to

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clear my throat or I cough,
like it's all ruined, it's all messed

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up, I can never do this
again. And then you get into it,

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you get a little ways down the
road and you realize nobody cares,

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it doesn't matter. I mean,
as long as you're not doing tons of

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background noise or something which, of
course you can just edit out, it's

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it's not that hard and you don't
have to be perfect. I mean,

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go watch Joe Rogan like it's not
perfect and that guy's got the money to

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do everything perfect and it's just two
dudes, or Joe Rogan and a woman.

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Ever once in while. I guess
it seems like it's mostly dudes on

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that show, but you go watch
that show, it's just two guys talking,

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chatting casually, with some really expensive
equipment, but it's just two guys

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chatting. It's not that complicated.
Not only not that complicated, but that's

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what people like. So the reason
why you have found success with your podcast

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is because it isn't a conversation basis, interview based podcast. That's really what

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we recommend. I'm not a huge
fan of Solo cast. You have to

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really have a lot of production behind
kind it to keep people's attention for thirty

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plus minutes. People like to feel
like they're hearing and eavesdropping into a personal

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conversation, and the more personal you
can make the conversation about whatever your topics

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going to be, the more passionate
people are going to be about your podcast.

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You have to knit yourself out too, and I want to be very

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specific. Joe Rogan is only successful
because of the twenty five years of work

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that he did before he went behind
the microphone. Right. You can't do

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that right, you're not going to
be the next Joe Rogan. Probably.

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You know. That's the one per
not even one percent, right. I

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mean you're looking at point zero zero
one percent. That the monetization of podcast

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which people ask me all the time. You know, you need to do

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podcasting because you love it. The
more you love it, the more passionate

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you are about it, the more
passionate you are about your microfocus topic,

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you're going to get the right audience. And tell you a quick story.

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There's a plastic surgeon who was who
started his own podcast and he would interview

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other plastic surgeons and they talked about
the health, how to grow old gracefully,

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all of that sort of stuff,
and he had about a hundred and

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fifty subscribers, so people who actually
subscribe to his podcast. Right, he

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got a twenty fivezero dollar a month
deal to sponsors podcast because, well,

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he's a plastic surgeon and all the
the you know, the company had to

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do is get one client from the
plastic surgery and and it paid. It

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paid for, you know, their
sponsorship. So people get very fixated on

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numbers. People get very fixated on
subscribers, downloads reach. Worry about that

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after you get a year's worth of
podcasts in the CAN, or you need

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to outsource of to somebody else who
can help you gain a much greater audience.

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But you got to do it because
you love it and that's what people

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are going to connect with. Now, you and I were also recording video

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here, but of course you don't
need to do video. So you might

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be watching this and thing know,
I've got to do video too. Now

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you don't, you can just do
the audio. Tell us a little bit

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00:19:45.609 --> 00:19:51.809
more about options like anchor and blueberry
though, because these are really interesting options

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that have come up in the just
the past year two and it makes it

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so easy to get on. But
walk us through a little bit more about

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how these systems work and what the
options are and what the opportunity is.

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The big thing about about podcast because
you have to go through a syndication service,

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right. You can't just go directly
to Itunes, you can't go to

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Stitcher, you can't go to the
spotify. Now Apple has premium podcast.

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You can't get to any of those. You have to go through a third

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party. We use blueberry. Blueberries
by far. We have tested every syndication

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service at out there blueberry. It's
bluburry. It's an absolutely fantastic service,

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very, very, very simple to
set up. Basically, what you want

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to do is you well, first
off you need to record a podcasts it.

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Oh, that sounds crazy, to
put the car before the Horse,

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but get something in the can record
something you can utilize. Again, you

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can utilize anchor FM, you can
utilize blueberry. On the blueberry site.

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We use a program called audacity,
which is an editing software that is free

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and it's the simplest program. You
Click a button, you highlight it,

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when you're done, you click normalize
so that takes out the big peaks and

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valleys of the of the audio,
if there is some, and then you

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export it as an MP three in
Kurblamo. You're ready to go. But

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blueberries really easy to set up because, you know, it asks you what

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genre you are, what category you
want to be in. You write a

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description of the podcast, which basically
could be almost like the forward to your

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book or description of your book on
the back cover or whatever you use for

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Amazon, and then you upload your
first podcast. You're going to put a

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podcast summary in there. We highly
recommend that you find keywords. So if

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you want to be found, if
you are a murder mystery writer and you're

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going to do a murder mystery podcast
or true crime, make sure that you're

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putting that in there. A hashtags
are super duper important. But there are

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lots and lots of companies out there. Every one of them has something different

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that they offer, and what we
found was, with the analytics, with

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the ease of publishing, with the
ease of hyper focusing, blueberry was the

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best program that we found. But
if you just want to use your phone,

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which, by the way, has
got a really great microphone and a

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lot of us have at least ten
ATP if not K, cameras you can

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use. You know that the that
program that I just talked about. In

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fact, I got a I just
riverside DOT FM. I just downloaded that

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APP and I'm going to start Beta
testing that for some of the stuff that

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we do on the road. Sure. Now, for the record, I'm

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using zoom here to record this and
I'm recording the video I'm recording the audio.

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This is how I've done the first
fifty or so episodes of the published

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author podcast and Zoom's let me down
maybe once, maybe twice here where we

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had some connection issues or something,
but it's been really good for me.

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I know a lot of people love
Zen Caster, but there are lots of

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different softwares out there. But the
important thing is to have a good show

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more than the software, isn't it
absolutely, and we use zoom for our

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00:23:00.789 --> 00:23:03.309
clients just for ease of use.
The Nice thing about zoom as you can

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00:23:03.309 --> 00:23:07.349
split the audio track, so Josh
is recording remotely, I'm recording remotely,

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00:23:07.390 --> 00:23:11.990
so it records both of those remotely
so that my post production team, if

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there's somebody's mowing the lawn outside right
when I'm not talking. They can edit

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that that sort of stuff out.
But yeah, the format of the podcast

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00:23:22.619 --> 00:23:27.250
is is more important than the sound
quality. You know, people get very

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re fixated on the length of a
podcast. Some people say, well,

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I want to do a less than
ten minute podcast. You know, at

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research doesn't show that that's what people
want. People want, you know,

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well, twenty seven minutes. That's
that's the ideal length for a podcast in

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the reason for that is that's the
average commute for a person in the states.

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People will generally listen to that in
their quiet time. How do people

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00:23:53.000 --> 00:23:56.990
don't have more than thirty minutes a
quiet time and they don't want to listen

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00:23:56.029 --> 00:24:00.269
to three podcasts. And here's why. Because that means you're going to try

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00:24:00.309 --> 00:24:06.589
to learn three things. Right,
sore, ten minute podcasts is a lot

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00:24:06.789 --> 00:24:10.660
for me to consume, whereas if
I kind of dive a little bit deeper

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00:24:10.700 --> 00:24:14.660
and I push thirty minutes, that's
going to be a little bit more palatable

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00:24:14.740 --> 00:24:19.940
to the audience specifically. But audio
quality something that people get fixed. Fixated

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00:24:21.059 --> 00:24:23.099
on. The number of downloads is
something that people get fixated on. The

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00:24:23.259 --> 00:24:26.450
equipment is something that people get fixated
on and I say, you know what

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00:24:26.809 --> 00:24:30.569
you need to just freaking record and
go for it, have a good time

356
00:24:32.369 --> 00:24:36.490
and see where it goes. Hey, are you an entrepreneur? Do you

357
00:24:36.569 --> 00:24:38.359
want to write a book that will
help you grow your business? Head on

358
00:24:38.480 --> 00:24:41.880
over to published Authorcom, where we've
got programs that will help you write and

359
00:24:41.960 --> 00:24:45.400
publish your book and as little as
ninety days. And if you're too busy

360
00:24:45.480 --> 00:24:48.559
to write your book, will interview
you and then write and publish your book

361
00:24:48.599 --> 00:24:53.630
for You. You have so much
valuable knowledge and experience locked up in your

362
00:24:53.670 --> 00:24:57.309
brain. Don't let it go to
waste. And on over to published AUTHORCOM

363
00:24:57.349 --> 00:25:00.109
and we'll make it easy for you
to get what's in your head into a

364
00:25:00.190 --> 00:25:04.230
book that will serve others and be
the best marketing tool your business has ever

365
00:25:04.309 --> 00:25:07.460
had. You've already waited long enough
to write and publish your books. To

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00:25:07.539 --> 00:25:11.259
do it today. Now back to
the show. Yeah, these are all

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00:25:11.299 --> 00:25:15.900
excuses to not start recording. That's
what everybody is afraid of. Yeah,

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00:25:15.940 --> 00:25:18.779
now you mentioned that you recommend people
do interview shows the same way that we're

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00:25:18.779 --> 00:25:22.450
doing it right now, or it's
two people talking back and forth. If

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I'm just starting a new podcast,
how do I get good guests on my

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show? You're going to be surprised, Josh. People love to be odd

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00:25:30.369 --> 00:25:34.170
podcast dude. I mean if you
have a podcast in somebody asked you,

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much like you and I did.
We did a podcast. WHOP, you

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00:25:37.519 --> 00:25:40.720
were on my show, I'm on
your show right. You're going to find

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00:25:40.720 --> 00:25:45.480
that this community is wildly passionate and
wants to help other people out. Really,

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00:25:45.519 --> 00:25:49.549
when you're first starting out, you
need to just find a friend,

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somebody who knows you well who can
ask you some of the initial questions that

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00:25:55.670 --> 00:25:59.789
you want, especially as an author. Right, people don't want they don't

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00:25:59.789 --> 00:26:03.269
get to know your story very well
because it's not really that outlined in a

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00:26:03.339 --> 00:26:07.380
book. But if somebody loves your
book, they're going to love getting to

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00:26:07.539 --> 00:26:11.019
know you. And so have somebody
asked you questions, much like Josh did

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00:26:11.099 --> 00:26:15.660
at the beginning. Tell me your
story. I start all of my podcasts

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00:26:15.700 --> 00:26:21.450
off the same way. I have
a two later today and I'm so excited.

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00:26:21.609 --> 00:26:26.650
I love that question. I love
of finding out people's stories. Find

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Somebody who's inquisitive, who truly wants
to know the answer to your questions,

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00:26:30.650 --> 00:26:33.920
and have that go back and forth. If you are an author and you

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00:26:33.000 --> 00:26:37.519
have a companion author in a different
genre or in the same genre you are

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00:26:37.759 --> 00:26:41.880
you start a podcast yourself right with
with that other person, then you're going

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00:26:41.880 --> 00:26:45.960
to gain access to their audience,
are going to gain access to your audience.

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00:26:45.000 --> 00:26:48.789
And then, you know, rising
tidelifts all boats with podcasts. So

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00:26:48.950 --> 00:26:53.509
the first episode should actually be somebody
else interviewing you, the host of it.

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00:26:55.309 --> 00:26:56.869
That should, I just be the
first episode, or could that be

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00:26:56.990 --> 00:27:02.420
multiple of the first episode? Well, I think it should be multiple.

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00:27:02.420 --> 00:27:06.099
In fact, we've got a basically
a five podcast system. So your first

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00:27:06.099 --> 00:27:08.420
five podcasts are really who are you? Tell me your story, right,

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00:27:08.500 --> 00:27:11.180
you're going to talk about what you
do, right, so really, what

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00:27:11.339 --> 00:27:15.700
is the podcast about and why are
you even doing this? The third one

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00:27:15.329 --> 00:27:18.809
is really about your specialty, right, so as an author, would be

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00:27:18.930 --> 00:27:25.089
really what is the book about?
And then the fourth one is setting expectations

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00:27:25.130 --> 00:27:27.089
for the listeners. Who should really
listen to this? What are you going

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00:27:27.130 --> 00:27:30.960
to get out of this podcast?
And then the fifth one in our system

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00:27:32.039 --> 00:27:34.480
is when you're going to be in
you, as the owner of the podcast,

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00:27:34.559 --> 00:27:38.599
are going to interview one of your
centers of influence, which gives you

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00:27:38.680 --> 00:27:42.720
access to them. So in if
you're an attorney writing, you're starting a

405
00:27:42.839 --> 00:27:48.470
podcast, we want you to interview
another attorney that you do a lot of

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00:27:48.589 --> 00:27:52.589
business with, because what ends up
happening is that the thirty minute commercial about

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00:27:52.589 --> 00:27:56.269
how awesome that other business, that
other attorney is, and you know they're

408
00:27:56.309 --> 00:28:00.220
going to share that with with their
audience. So I think a lot of

409
00:28:00.259 --> 00:28:04.619
people, Josh, don't understand that
there's a huge business component to podcasting.

410
00:28:04.900 --> 00:28:10.099
It's a magnificent way to market your
thought leadership and a way for you to

411
00:28:10.180 --> 00:28:14.769
grow your business, no matter what
your business is, it's whether you know

412
00:28:14.849 --> 00:28:18.650
you're a writer or you wrote a
book to Promote Your Business. That's really

413
00:28:18.690 --> 00:28:22.289
who we work with the best.
I've a water company here in town.

414
00:28:22.329 --> 00:28:27.279
I live in calumns of Michigan,
and they're going to start a podcast called

415
00:28:27.359 --> 00:28:30.640
water is life, and it's there. Their whole podcast is going to be

416
00:28:30.759 --> 00:28:37.400
interviewing the owners of the company about
not only what they do but about how

417
00:28:37.559 --> 00:28:38.720
you can have clean water, because
I don't know about you, dude,

418
00:28:38.759 --> 00:28:42.470
but I live in Michigan. We
aren't known for having clean water here.

419
00:28:44.710 --> 00:28:48.549
You know, talking about the social
events that they do and in lifestyle stuff,

420
00:28:48.549 --> 00:28:51.109
and we've got all of this documented
out for them and they're going to

421
00:28:51.150 --> 00:28:55.940
be using this as their major marketing
tool because it endears you to the product

422
00:28:56.099 --> 00:29:00.859
in the brand right. It allows
you as a salesperson, to give something

423
00:29:00.980 --> 00:29:03.259
to somebody, right, instead of
handing somebody a book or making somebody buy

424
00:29:03.259 --> 00:29:06.779
a book because you know some of
the twenty four bucks, right or more,

425
00:29:07.019 --> 00:29:11.569
have them subscribe to your podcast.
It's just an easy, opting way

426
00:29:11.690 --> 00:29:17.089
to start building your audience. So, going back to this question of how

427
00:29:17.130 --> 00:29:18.930
do you get good guests on the
show, I got to tell us a

428
00:29:18.930 --> 00:29:22.410
little story. So I've been on
over a hundred podcasts as a guest.

429
00:29:22.450 --> 00:29:26.480
As a host I've also done over
a hundred, but as a guest I've

430
00:29:26.480 --> 00:29:30.480
been invited to be on more than
a hundred podcast I never think about how

431
00:29:30.480 --> 00:29:33.359
big the podcast is, or I
should say I mean that doesn't determine whether

432
00:29:33.400 --> 00:29:37.920
I accept the invitation or a lot
or not. If I'm invited, I

433
00:29:37.119 --> 00:29:42.549
do it. And I've done podcasts
where I showed up and the host was

434
00:29:42.589 --> 00:29:48.950
a seventeen year old kid in Romania
recording on his iphone, except that his

435
00:29:48.069 --> 00:29:52.509
iphone broke, and so he asked
me if I could record the episode and

436
00:29:52.549 --> 00:29:56.220
then send the file to him,
I mean, and I was like sure,

437
00:29:56.460 --> 00:29:59.579
no problem, I was happy to
do it and I realized, you

438
00:29:59.700 --> 00:30:02.980
know, this kids just getting started. But yeah, I want to be

439
00:30:03.099 --> 00:30:06.740
on his podcast. I want to
help them out, and I've had people

440
00:30:06.740 --> 00:30:08.650
do that with me too, and
I've been starting podcasts that I've been able

441
00:30:08.690 --> 00:30:14.970
to get big names on my podcast
and most of them never ask any of

442
00:30:14.970 --> 00:30:18.529
these questions. They don't ask about
downloads, that don't ask about audience size.

443
00:30:18.930 --> 00:30:21.170
I have had a few who have
done that. I think maybe two

444
00:30:21.210 --> 00:30:25.279
out of the fifty that I've done
have asked that question, but most of

445
00:30:25.359 --> 00:30:30.640
them, I mean this includes best
selling authors, really famous people, and

446
00:30:30.440 --> 00:30:33.640
they don't care. They're just like, yeah, I want to be on

447
00:30:33.680 --> 00:30:37.470
a podcast. That'd be great,
I'd be awesome. So it really is

448
00:30:37.630 --> 00:30:40.750
not as hard as you think.
Never hurts to ask. I mean,

449
00:30:40.789 --> 00:30:42.750
what's the worst thing they can say? Josh, is no right in in

450
00:30:42.950 --> 00:30:48.269
I've been in, you know,
a sales and business development position for requit

451
00:30:48.390 --> 00:30:51.500
had a long time. I could
say no to all the time. But

452
00:30:51.619 --> 00:30:53.019
here's the thing is, I'm going
to go up to bat and you and

453
00:30:53.059 --> 00:30:56.900
I when we first met, I
was looking through your the people who you

454
00:30:57.019 --> 00:31:00.859
had podcast with, and you do
have big freaking names. I mean these

455
00:31:00.900 --> 00:31:06.089
are humongous authors and and when we
talked to you said I just asked them

456
00:31:06.490 --> 00:31:11.769
right. And so I've found that
in financial services. I've gone up and

457
00:31:12.049 --> 00:31:18.160
asked the top three people who are
the most famous in financial services, whether

458
00:31:18.200 --> 00:31:22.240
that's insurance or financial planning, stock
markets, whatever, intwo out of the

459
00:31:22.359 --> 00:31:26.880
three said yes, and and they
didn't just say yes, Josh, they

460
00:31:26.920 --> 00:31:32.599
were super excited about being on the
show because they get to talk about what

461
00:31:32.680 --> 00:31:36.190
they're passion I just think about that, guys. You're giving somebody the opportunity

462
00:31:36.549 --> 00:31:40.829
to talk about something they're so passionate
about that this is their career. You're

463
00:31:40.869 --> 00:31:45.109
giving them an outlet and it's free
marketing. I mean, come on,

464
00:31:45.349 --> 00:31:51.299
who doesn't like free marketing? Just
take it and ask. First Person I

465
00:31:51.339 --> 00:31:53.579
asked was a guy named bill good. Okay, and nobody else outside of

466
00:31:53.619 --> 00:31:57.180
financial service is probably going to know
this guy. He is the guy who

467
00:31:57.299 --> 00:32:02.490
started real marketing and financial services like
forty years ago. Okay, he's old

468
00:32:02.930 --> 00:32:12.289
as Mathuselah and he is hysterical and
I remember I was so nervous. He's

469
00:32:12.369 --> 00:32:14.970
I set up a call with him
through his team, because you know he's

470
00:32:15.009 --> 00:32:19.200
got handlers and stuff off and I
said, you know, hey, bill,

471
00:32:19.240 --> 00:32:21.559
I'd really like for you to be
on our podcast like we just started.

472
00:32:21.759 --> 00:32:23.039
He says, I don't care if
you've started, I I know what

473
00:32:23.119 --> 00:32:27.720
a podcast is. Are we going
to start recording now? I was like

474
00:32:28.359 --> 00:32:30.509
no, dude, I you to
hold that as I get here. You

475
00:32:30.710 --> 00:32:32.069
get you set up, and he's
like there's gonna be so much fun because

476
00:32:32.190 --> 00:32:36.470
free and bill good. Right.
And so I've just carried that momentum.

477
00:32:36.470 --> 00:32:38.509
Josh, that that is what I
do. I reach out to a lot

478
00:32:38.509 --> 00:32:42.390
of people on Linkedin. So if
we want to kind of make rubber meets

479
00:32:42.430 --> 00:32:45.900
the road here, going on Linkedin, sending people connection requests and asking them

480
00:32:45.940 --> 00:32:50.460
if they would be interested to be
a guest on the podcast is a great

481
00:32:50.500 --> 00:32:53.299
way to build your network. I
even go on facebook and ask my friends.

482
00:32:53.339 --> 00:32:57.900
Right. So I asked my friends. Here's another big win for me.

483
00:32:58.849 --> 00:33:01.369
I said, look, I'm looking
to interview somebody who works at NPR.

484
00:33:01.970 --> 00:33:07.130
Right. I want to talk about
how NPR has moved digital. They

485
00:33:07.170 --> 00:33:09.730
have all of these podcasts now and
and I got somebody who I'm a huge

486
00:33:09.730 --> 00:33:15.039
fan of. Her name is Celeste
Headley. She's just an unbelievable journalist and

487
00:33:15.240 --> 00:33:21.039
because of one of my best friends
has coffee with her every Sunday. She

488
00:33:21.160 --> 00:33:23.599
said yes and came on the show. So just just make a list.

489
00:33:23.759 --> 00:33:28.069
In fact, that's the second actionable
item. So first is write your list

490
00:33:28.109 --> 00:33:31.390
of twelve and then so the twelve
major topics for the twelve months and then

491
00:33:31.549 --> 00:33:36.190
two subtopics so that you have the
twenty four podcast that we're recommending. And

492
00:33:36.309 --> 00:33:38.910
then the second one is created Dream
List. Man, were a grab that

493
00:33:38.990 --> 00:33:44.259
piece of paper, write down whoever
you think would be the greatest person you

494
00:33:44.500 --> 00:33:47.819
could ever talk to in write their
name down and then cast it out into

495
00:33:47.819 --> 00:33:52.900
the universe. Ask Your friends,
ask twitter, Hey, does anybody know

496
00:33:52.099 --> 00:33:55.930
how I get in touch with Stephen
King or whoever you want to try to

497
00:33:55.970 --> 00:33:59.890
get in touch with, and you
never know, one of your friends might

498
00:33:59.930 --> 00:34:05.049
be Stephen King's freaking neighbor and they
go out and eat pizza every Saturday night

499
00:34:05.250 --> 00:34:08.010
and you have your in. It
never hurts to ask. They're going to

500
00:34:08.050 --> 00:34:10.360
say you know, so many people
say yes, just like you, Josh,

501
00:34:10.480 --> 00:34:14.679
I mean Dude, the lineup for
this podcast has been, I mean

502
00:34:14.760 --> 00:34:16.880
what I when you asked me to
be on after you are on my shows,

503
00:34:16.880 --> 00:34:21.199
a little overwhelmed because, I mean
you, you have some pretty amazing

504
00:34:21.320 --> 00:34:24.750
guests in the in the in the
can here, Matt, you flatter me,

505
00:34:25.269 --> 00:34:30.469
but it's the other thing is,
even if people do ask, how

506
00:34:30.510 --> 00:34:31.909
many downloads do you have? is
so I just went through this with Chris

507
00:34:32.070 --> 00:34:36.670
boss. Chris Foss wrote never split
the difference, one of the greatest books

508
00:34:36.670 --> 00:34:38.900
out there on negotiation, great business
book, one of my favorite books.

509
00:34:39.179 --> 00:34:42.380
So this guy's one of my heroes. This is one of the guys from

510
00:34:42.539 --> 00:34:45.340
like, Oh man, this would
be a dream come true to interview Chris

511
00:34:45.420 --> 00:34:51.059
Voss, and so I waited until
I had a few episodes in the CAN.

512
00:34:51.179 --> 00:34:53.250
But I just reached out the other
week and I said, Hey,

513
00:34:53.369 --> 00:34:55.489
I'd love to get Chris on the
show. How do I do this?

514
00:34:55.690 --> 00:35:00.329
I had the I got the email
address of his assistant and she wrote back

515
00:35:00.369 --> 00:35:05.329
and she said we need to know
how many downloads you have and all this

516
00:35:05.449 --> 00:35:07.239
stuff, and I was like,
Oh man, this is where I lose

517
00:35:07.280 --> 00:35:09.199
it, right, because they'll come
back on the say, you know,

518
00:35:09.320 --> 00:35:12.840
come back once you've grown a little
bit, and I'm like a kind of

519
00:35:12.880 --> 00:35:16.119
bummed out. But I just sent
the INFO and at this point the published

520
00:35:16.159 --> 00:35:21.159
author podcast is not getting that many
downloads. We just launched this four months

521
00:35:21.199 --> 00:35:23.829
ago. It hasn't really gotten a
lot of traffic. It's growing, it's

522
00:35:23.869 --> 00:35:29.469
progressing, but right now it's still
a small podcast, and so I thought

523
00:35:29.909 --> 00:35:32.829
this isn't going to happen, but
I sent the Info in. A week

524
00:35:32.869 --> 00:35:37.219
later I get an email back and
it says here four times, choose your

525
00:35:37.219 --> 00:35:40.179
time. Now it's it. So
even when you have a small podcast and

526
00:35:40.420 --> 00:35:44.420
they ask those scary questions, you
might still get them. That's right.

527
00:35:44.820 --> 00:35:46.739
Well, you have the published author
podcast, right. So from a branding

528
00:35:46.780 --> 00:35:50.969
perspective, Josh, you were way
ahead of the game. That's freaking brilliant.

529
00:35:51.449 --> 00:35:55.730
There's no question in the world what
this podcasts about, right. So

530
00:35:57.010 --> 00:36:00.210
you have published authors on your show
talking about pup being, you know,

531
00:36:00.369 --> 00:36:04.400
being an author and all of those
things. You we know who your ideal

532
00:36:04.480 --> 00:36:07.880
target market is, right, which
are going to be other authors or people

533
00:36:07.880 --> 00:36:09.920
who want to write books. And
guess what? I'm sure that his team

534
00:36:10.039 --> 00:36:13.800
knew that. A lot of the
people are going to end up buying his

535
00:36:14.000 --> 00:36:17.519
book about negotiation are probably people who
are in the business world and all of

536
00:36:17.590 --> 00:36:21.469
that stuff. He's going to sell
books from being on your show. Brother.

537
00:36:21.710 --> 00:36:24.110
It doesn't matter if he sells a
hundred books or a tenzero books,

538
00:36:24.550 --> 00:36:28.829
he's still gained greater exposure. And
here's the thing that a lot of people

539
00:36:28.829 --> 00:36:32.860
don't understand. podcasts live as long
as you want them to live, so

540
00:36:34.699 --> 00:36:37.860
anytime in this is what we this
is what's happened with us, and we

541
00:36:37.980 --> 00:36:42.260
found out that we're a little bit
of anomalous. It is we'll get,

542
00:36:43.340 --> 00:36:46.889
you know, a couple, three, five hundred downloads immediately to our podcast,

543
00:36:47.289 --> 00:36:53.610
but since our company's Canadian in hockey
is normal conversation we have, it's

544
00:36:53.610 --> 00:36:58.130
like a hockey stick, right,
so it starts strong and drops down it.

545
00:36:58.210 --> 00:37:00.800
But then what ends up happenings to
starts growing over time, because when

546
00:37:00.800 --> 00:37:05.039
people listen to episode number two,
hundred and ninety five and they're like wow,

547
00:37:05.119 --> 00:37:07.360
this is a lot of fun,
guess what they do? They go

548
00:37:07.519 --> 00:37:09.079
back and they listen to the other
ones. Right, they'll look through the

549
00:37:09.199 --> 00:37:12.679
titles and the say, Oh my
gosh, that's the guy who wrote that

550
00:37:12.679 --> 00:37:15.440
book on negotiation. Bam, I
want to listen to that. And so

551
00:37:15.110 --> 00:37:21.030
podcasting is an ever present and omnipresent
way for you to be there and and

552
00:37:21.190 --> 00:37:24.590
again the same time that people sit
down and listen or they read a book,

553
00:37:24.829 --> 00:37:28.630
right, so in their quiet time, they're generally at home. That's

554
00:37:28.630 --> 00:37:30.059
when people listen to podcast and I
want you to all think about this.

555
00:37:31.019 --> 00:37:38.380
When is the last time that your
ideal client or prospect of client invited you

556
00:37:38.579 --> 00:37:44.929
into their home in their quiet time? And that's the power of podcastings.

557
00:37:45.050 --> 00:37:49.610
Also the power of writing a book. But the book is finite, right,

558
00:37:50.530 --> 00:37:52.130
so you've got, you know,
three hundred pages, two hundred pages.

559
00:37:52.170 --> 00:37:55.650
I think my books like two hundred
thirty pages. So when they get

560
00:37:55.650 --> 00:37:59.920
done with the two hundred and thirty
page and they close the book, what

561
00:38:00.119 --> 00:38:04.440
most people do? They put the
book on the shelf. Right. We're

562
00:38:04.480 --> 00:38:08.679
three hundred podcasts in and the topitriser
marketing podcast. They know that in another

563
00:38:08.760 --> 00:38:13.750
week another one's going to come out
and it allows me to continue that relationship.

564
00:38:14.070 --> 00:38:15.230
Here's the reason why I really wanted
to be on the show. One

565
00:38:15.269 --> 00:38:19.269
because I like you. I think
you have a great system, but the

566
00:38:19.389 --> 00:38:23.829
other reason is is because I so. There are a couple of authors that

567
00:38:24.150 --> 00:38:30.860
I like. I would love to
get to know them better right I would

568
00:38:30.900 --> 00:38:36.019
love to have them have their own
podcast. I would love to hear how

569
00:38:36.139 --> 00:38:39.260
they came up with the characters.
I would love to hear, you know,

570
00:38:39.539 --> 00:38:43.889
how much research did they do?
How did they story board it out?

571
00:38:44.489 --> 00:38:46.409
You know, all of those sorts
of things. To me, that

572
00:38:46.849 --> 00:38:54.719
is where the real magic happens when
it comes to giving your book longevity,

573
00:38:54.960 --> 00:38:59.119
in building a relationship with other people. I'm actually trying to find the name

574
00:38:59.119 --> 00:39:01.800
of this this author. Ok,
so, so one of them. It's

575
00:39:04.320 --> 00:39:08.239
it's called Joyful wisten. This is
about a Buddhist monk who is a meditation

576
00:39:08.880 --> 00:39:14.269
prodigy, and so I listened to
the book on tape because I happen to

577
00:39:14.309 --> 00:39:15.869
really enjoy that. Course, what
they don't call it? What do they

578
00:39:15.909 --> 00:39:20.389
call it now? Download of audio
books, audio book. There you go.

579
00:39:20.469 --> 00:39:22.429
See I'm so old and still call
it a book on tape. But

580
00:39:22.630 --> 00:39:28.219
he has been interviewing on a whole
bunch of different podcasts and it was absolutely

581
00:39:28.300 --> 00:39:34.579
fantastic. You know, I love, Love, love the opportunity to find

582
00:39:35.059 --> 00:39:39.969
other things, like an author named
Christopher more. Okay, so he wrote

583
00:39:40.210 --> 00:39:45.289
a dirty job and secondhand souls,
and I'm reading second hand souls right now,

584
00:39:45.329 --> 00:39:51.369
which is just fascinating. And when
I wrote my book, I wrote

585
00:39:51.369 --> 00:39:54.760
obviously a nonfiction book, which is
boring. The totally get that right,

586
00:39:57.079 --> 00:40:01.880
but his character development is insane and
I can't imagine being able to subscribe to

587
00:40:02.119 --> 00:40:07.829
his podcast not only find about about
his previous books. What's in the pipeline?

588
00:40:07.230 --> 00:40:08.750
You know, I want to know
it. By the way, he's

589
00:40:08.789 --> 00:40:14.030
published a number of books and it
just I would feel so much more connected

590
00:40:14.110 --> 00:40:20.030
and allow my giddiness as a fan
to be expressed a little bit more if

591
00:40:20.030 --> 00:40:22.219
I was able to have each author
that I love if they had their own

592
00:40:22.219 --> 00:40:27.659
podcast. For sure. Well,
I hope we get some more signed up

593
00:40:27.659 --> 00:40:30.940
after this. Now it's we're APP
things up. Let's talk a little bit

594
00:40:30.139 --> 00:40:36.489
more about leveraging a podcast for your
benefit as an author. How can author

595
00:40:36.650 --> 00:40:40.090
is make sure that the podcast is
working for them rather than that they are

596
00:40:40.250 --> 00:40:44.690
working for the podcast? And I
want to talk specifically about the tip you

597
00:40:44.809 --> 00:40:47.130
gave me the mistake that I made
with my podcast, which were now in

598
00:40:47.170 --> 00:40:51.920
the process of fixing. What,
what tip did I give you? Hold

599
00:40:51.960 --> 00:40:55.079
on you. You rewind here,
brother. Remember. So with my podcast,

600
00:40:55.199 --> 00:40:59.119
because you are looking at my podcast
and I say that you know that

601
00:40:59.239 --> 00:41:01.280
I'm not getting the leads from the
podcast that I thought I would be getting.

602
00:41:01.320 --> 00:41:05.150
I thought I would be getting more
leads from it for the published author

603
00:41:05.230 --> 00:41:07.349
programs. And you listen to a
couple episodes and you came back and you

604
00:41:07.469 --> 00:41:12.550
said, I know exactly what you're
not doing and it's a super easy fix.

605
00:41:13.150 --> 00:41:15.829
And it was. I'll let you
tell it. Yeah, called Action

606
00:41:15.070 --> 00:41:19.099
Right. So that's that's the kicker
is. I was listening to the podcast.

607
00:41:19.139 --> 00:41:22.219
I was so I love the interview. You're a great interviewer. And

608
00:41:22.300 --> 00:41:25.019
then the end of the podcast it
it just kind of Peter out and I'm

609
00:41:25.099 --> 00:41:29.420
like, Dude, you've got great
real estate here. You you need to

610
00:41:29.460 --> 00:41:32.610
use it, and that's where the
podcast works for you. Your called action,

611
00:41:32.730 --> 00:41:36.250
especially as an author. So let's
break down some of the great things

612
00:41:36.289 --> 00:41:39.130
about being an author. Number One, the podcast called action can be by

613
00:41:39.170 --> 00:41:43.690
my book right pre order my new
book, which is fantastic, by the

614
00:41:43.730 --> 00:41:45.730
way. I know that's part of
some systems that you have in place.

615
00:41:45.730 --> 00:41:50.639
You know, give me feedback on
characters. What characters do you love?

616
00:41:51.320 --> 00:41:52.920
So then all of a sudden I'm
starting to get an engagement. Every single

617
00:41:53.000 --> 00:41:58.840
solitary author out there needs to have
their own linkedin group and they need to

618
00:41:58.920 --> 00:42:01.909
have their own facebook group. You
have to have your own facebook group.

619
00:42:01.949 --> 00:42:08.110
If you're a really super techy have
your own discord group, have your own

620
00:42:08.150 --> 00:42:12.510
subaddit right you. These are things
that are just fantastic, because then you're

621
00:42:12.510 --> 00:42:16.099
going to start attracting your ideal listener
and your ideal, you know, consumer

622
00:42:16.179 --> 00:42:21.539
of being an author in your books. The other thing that you need to

623
00:42:21.579 --> 00:42:24.460
do is you need to have some
sort of upset opportunity. And now it's

624
00:42:24.500 --> 00:42:28.139
going to sound very salesy, and
you guys can all delete this if you

625
00:42:28.179 --> 00:42:30.570
don't want to hear this, because
I know that there are many authors who

626
00:42:30.570 --> 00:42:37.050
write books for art and Ice fully
support that and I think more people should

627
00:42:37.050 --> 00:42:40.369
do that. But even if you're
an artist, you you have to have

628
00:42:40.650 --> 00:42:45.679
money to live and so why not
take advantage of people who love you,

629
00:42:46.280 --> 00:42:50.360
who've opted into your marketing? What
are you going to try to get them

630
00:42:50.400 --> 00:42:53.079
to do next? Maybe you're going
to do a workshop or writing workshop,

631
00:42:53.400 --> 00:42:58.360
right. Maybe you're going to do
book signings, right, which is fantastic.

632
00:42:58.400 --> 00:43:00.869
PODCASTING is a great way to talk
about Hey, I'm going to be

633
00:43:00.989 --> 00:43:05.909
in Seattle at books or blankety blank. There's a great called action, right,

634
00:43:07.110 --> 00:43:10.349
buying my book, subscribing to something. Right, you can even do

635
00:43:10.429 --> 00:43:15.260
that now. Apples got premium podcast
now, which means that you can charge

636
00:43:15.340 --> 00:43:19.260
for your podcast. It's another great
way to have passive income coming in.

637
00:43:19.420 --> 00:43:22.300
But you have to utilize that called
action. Make sure that you're passionate about

638
00:43:22.300 --> 00:43:25.699
the called action and it's an actionable
called action. It can't just be,

639
00:43:27.289 --> 00:43:30.409
you know, subscribe to my podcast, because most of the people have already

640
00:43:30.409 --> 00:43:32.690
subscribed. Your podcast needs to be
the next level. that. Did that

641
00:43:32.769 --> 00:43:37.409
answer the question? Yeah, perfect. Another thing you tell me is not

642
00:43:37.570 --> 00:43:39.050
just the call to action at the
end, but also in the middle of

643
00:43:39.210 --> 00:43:44.760
the PODCAST, splitting it in two
halves and having that part and halfway through.

644
00:43:44.840 --> 00:43:46.599
Right now, what's the difference between
having a call to action at the

645
00:43:46.639 --> 00:43:50.360
end and having a call to action
in the Middle? I mean, what's

646
00:43:50.400 --> 00:43:54.119
the performative or what's the difference in
results that you could expect to see?

647
00:43:55.349 --> 00:44:00.309
Well, because Mideral people aren't expecting
it, and this is again a very

648
00:44:00.590 --> 00:44:07.590
powerful influence technique if I've got you
for seven to fifteen minutes. In what

649
00:44:07.710 --> 00:44:10.579
we're finding research has shown that people
will listen to every word of a mid

650
00:44:10.659 --> 00:44:15.460
roll ad, right. So you
know, hey, I we're going to

651
00:44:15.500 --> 00:44:17.139
take a quick commercial break here.
You can even say that, by the

652
00:44:17.179 --> 00:44:21.019
way, that's totally acceptable in the
world of podcasting. And then maybe,

653
00:44:21.019 --> 00:44:22.260
Josh, you're the one doing the
commercial. A lot of times will have.

654
00:44:22.539 --> 00:44:27.969
In our company we prerecorded preroll so
that we will go ahead and put

655
00:44:27.969 --> 00:44:31.250
it in there so that the our
clients doesn't have to read one live.

656
00:44:32.329 --> 00:44:36.769
But they'll, they're going to listen
to the whole freaking thing. And then

657
00:44:36.809 --> 00:44:39.760
your called action at the end usually
supports the mid role, right. And

658
00:44:39.840 --> 00:44:43.039
so, you know, I just
just to remind everybody. I know that

659
00:44:43.079 --> 00:44:45.000
you heard this in the middle of
the PODCAST, but you know, if

660
00:44:45.039 --> 00:44:47.679
you'd like to subscribe to, you
know, our mailing list again, there's

661
00:44:47.679 --> 00:44:53.349
another great called action. If you
want to download are the first five chapters

662
00:44:53.429 --> 00:44:55.909
of the new book. Right here
you go. Here's a way to do

663
00:44:57.110 --> 00:45:00.670
that. But that's really the best
way to continue. There needs to be

664
00:45:00.710 --> 00:45:05.550
continuity between mid roll in the end
roll commercial, because you really have the

665
00:45:05.789 --> 00:45:08.699
real estate in the buying for one
strong ask. So I'm going to ask

666
00:45:08.780 --> 00:45:12.059
in the middle and that I'm going
to ask at the end just to reinforce

667
00:45:12.139 --> 00:45:15.099
my mid role. Awesome. All
right. So, for those who are

668
00:45:15.139 --> 00:45:19.539
listening, there at least three big
takeaways from this episode. The first was

669
00:45:19.860 --> 00:45:22.650
take your book outline, turn that
into a bunch of episodes. The second

670
00:45:22.769 --> 00:45:25.889
one was, and my mind just
went blank. What was the second one?

671
00:45:25.929 --> 00:45:29.969
It was, oh, interview people
rather than doing your wish. And

672
00:45:30.489 --> 00:45:32.690
Yeah, you should interview other people, not just go it alone. And

673
00:45:32.769 --> 00:45:37.079
then this third one is you got
to have a call to action in the

674
00:45:37.440 --> 00:45:40.119
episode, and preferably not just at
the end when people might just be like

675
00:45:40.199 --> 00:45:45.639
all right, on to the next
one. Are there any other major tips

676
00:45:45.719 --> 00:45:47.840
that authors should be aware of when
it comes to starting a pod has?

677
00:45:47.920 --> 00:45:52.389
I guess one other tip was just
get started, just do it, but

678
00:45:52.070 --> 00:45:54.710
other than those, is there anything
else that we didn't cover that you think

679
00:45:54.789 --> 00:46:00.590
is an important point for authors to
understand about podcasting and leveraging a podcast?

680
00:46:01.869 --> 00:46:07.139
Um, I think I would actually
go to the performance side. So this

681
00:46:07.219 --> 00:46:09.380
might not be where you thought I
was going to go, but what one

682
00:46:09.420 --> 00:46:13.420
of the things that we offer and
in our program is is coaching, right.

683
00:46:13.460 --> 00:46:15.179
So we review much like I did
with you. I review podcast I

684
00:46:15.260 --> 00:46:17.059
tell you, you know some of
the things that you can do to get

685
00:46:17.099 --> 00:46:22.530
better, because there's a performer,
I want feedback, right. So the

686
00:46:22.610 --> 00:46:24.610
first thing that I think is really, really important, that everybody needs to

687
00:46:24.690 --> 00:46:29.090
do, whether you're podcasting your public
speaking, is you got to learn how

688
00:46:29.130 --> 00:46:32.199
to breathe. Many people don't breathe
correctly and when you're podcasting, if you

689
00:46:32.239 --> 00:46:36.679
don't breathe from your diaphragm, you're
going to run out of air at the

690
00:46:36.679 --> 00:46:39.280
end of your sentences and it actually
comes across as you being less confident.

691
00:46:39.440 --> 00:46:44.679
So there's number one. Number two
find out what your goto words are.

692
00:46:45.960 --> 00:46:50.309
It could be a Oh so you
know, I had a woman who said

693
00:46:50.309 --> 00:46:54.789
in whatnot seventy five times in a
thirty five minute podcast. She had no

694
00:46:54.869 --> 00:46:59.110
idea she did it until I played
it back for now. Mind you,

695
00:46:59.309 --> 00:47:01.820
it wasn't a thirty five minute podcast
after we got done in post production,

696
00:47:02.139 --> 00:47:09.179
because that took off four minutes or
minutes of whatnot. Was Brutal. Listen

697
00:47:09.260 --> 00:47:14.619
to yourself it always try to get
better. There's a Japanese principle called Kaizen

698
00:47:14.780 --> 00:47:17.489
in this is one of our company
values here. A proud mouths continuous,

699
00:47:17.730 --> 00:47:22.489
gradual, continuous improvement. No matter
if you're a writer and you want to

700
00:47:22.530 --> 00:47:24.849
get better at writing, if you're
a podcaster or you want to get better,

701
00:47:25.050 --> 00:47:30.000
just go back, review your stuff
make sure that you're consistently finding ways

702
00:47:30.079 --> 00:47:34.599
to improve. Listen to this podcast. You're going to listen to this podcast

703
00:47:34.599 --> 00:47:37.480
and you're going to hear another author
speak and say something that is going to

704
00:47:37.519 --> 00:47:40.320
fundamentally change the way that you write
your next book or are how you attack

705
00:47:40.440 --> 00:47:45.349
the marketing of your next book,
or even maybe the topic or organization of

706
00:47:45.389 --> 00:47:47.190
the next book. When you listen
to this, you know that you're going

707
00:47:47.230 --> 00:47:51.949
to get some gold. Right,
you want to have three to five major

708
00:47:51.989 --> 00:47:54.829
points, much like we had today. Right. I come to these podcasts

709
00:47:54.869 --> 00:48:00.139
with generally three major talking points and
I want them to be actionable. It's

710
00:48:00.179 --> 00:48:02.460
not higher me, because I know
I might not be the fit for anybody,

711
00:48:04.300 --> 00:48:06.699
but I want to give you enough
value. So the one you listen

712
00:48:06.780 --> 00:48:08.860
to the end so that you can
listen to Josh Pitch, because he's supposed

713
00:48:08.860 --> 00:48:13.449
to, because he's got the real
estate to do it, but to all

714
00:48:13.489 --> 00:48:15.369
I want to do is add value, and that's what most podcasters want to

715
00:48:15.409 --> 00:48:21.090
do. Perfect. Thanks so much, Matt. Where can people find you

716
00:48:21.130 --> 00:48:22.769
if they want to learn more about
you? And I'm more about proud mouth.

717
00:48:23.170 --> 00:48:28.199
Well, I'm mouthcom is the website, but I'm wildly active on Linkedin.

718
00:48:29.400 --> 00:48:31.800
Linkedin is the best place. If
you literally send me a connection request,

719
00:48:31.840 --> 00:48:36.360
as long as you don't try to
sell me something within the first message,

720
00:48:36.360 --> 00:48:39.360
I'm going to connect with you.
We're also on facebook, we have

721
00:48:39.400 --> 00:48:43.269
an instagram account, we're on twitch, we've got a whole bunch of different

722
00:48:43.309 --> 00:48:46.030
places, but really linkedin and our
website we the two best places to go.

723
00:48:46.829 --> 00:48:50.550
Perfect. Thanks so much, Matt
for being on the podcast today.

724
00:48:51.269 --> 00:48:55.380
I'm it was an honord. Thanks, brother. All right, there we

725
00:48:55.420 --> 00:49:00.820
go. Perfect timing for the Doctor
Star. Dude, the dog barks on

726
00:49:00.940 --> 00:49:06.219
command. That was fantastic. Thanks
so much. That was so good.

727
00:49:06.260 --> 00:49:09.889
I can't wait to get emails from
author saying Hey, I listen to that

728
00:49:10.010 --> 00:49:15.769
episode and I started my podcast because
of that episode. Dude, I think

729
00:49:15.889 --> 00:49:21.130
in your this this format is brilliant. Dude, if you ever get that

730
00:49:21.170 --> 00:49:24.760
author, a Christopher more. Do
you know who that is? I don't

731
00:49:24.840 --> 00:49:29.159
but I'm going to look at up. Oh my God, Oh my God,

732
00:49:30.239 --> 00:49:36.079
yeah, just transport you into a
world. So I don't read non

733
00:49:36.159 --> 00:49:39.110
fiction like I read business books.
Dude, I'm a business guy. I

734
00:49:39.269 --> 00:49:45.110
read technique books, you know,
negotiation books, you know how to run

735
00:49:45.110 --> 00:49:49.710
a business. My newest one is
this small giants by blow, weren't you

736
00:49:49.789 --> 00:49:51.989
know? And so you know this. This is the sort of stuff that

737
00:49:52.030 --> 00:49:57.420
I read. But what I need
a brain break and really just escape.

738
00:49:57.900 --> 00:50:00.659
I jump into in. Here's the
fun part, because you could call this

739
00:50:00.780 --> 00:50:04.739
guy up and say, Hey,
just had a guy on my podcast who

740
00:50:04.860 --> 00:50:07.369
just too raved about two of your
books and I would love to see if

741
00:50:07.409 --> 00:50:09.210
you'd like to come on. Yeah, we would. You need to say

742
00:50:09.250 --> 00:50:13.289
no to that. I mean really, I don't think. I don't think

743
00:50:13.289 --> 00:50:16.889
he's he's no more notable than some. You've had some big freaking names on

744
00:50:16.969 --> 00:50:20.250
your show. So anyway, all
right. Well, I'm going to hit

745
00:50:20.250 --> 00:50:22.199
him up. Yeah, well,
Hey, well, hey, I got

746
00:50:22.320 --> 00:50:25.079
through my backlogs, so these are
actually coming out pretty quick now. So

747
00:50:25.239 --> 00:50:29.280
we'll just be a week or two
and this will be out and of course

748
00:50:29.280 --> 00:50:31.760
I'll send you the email with the
swipe copy and graphics and all that stuff

749
00:50:31.800 --> 00:50:36.030
and we'll put it out on social
media and in my email and all that.

750
00:50:36.309 --> 00:50:37.269
So we're going to do the same
thing. We're going to blast is

751
00:50:37.309 --> 00:50:40.869
freaking everywhere. So awesome. Hey. Thanks so much, Matt. It

752
00:50:42.030 --> 00:50:44.590
was pleasure having you on the show
and I look forward to stay in in

753
00:50:44.670 --> 00:50:46.190
touch. Yeah, we absolutely need
too hard man. You have a great

754
00:50:46.190 --> 00:50:50.139
day. Hey, you too,
but bye. If you enjoyed this episode,

755
00:50:50.300 --> 00:50:52.139
don't forget to subscribe, and if
you want to spread the word,

756
00:50:52.340 --> 00:50:57.219
please give us a five star rating
review and tell your friends to subscribe to

757
00:50:57.699 --> 00:51:01.659
we're available on Apple podcasts, spotify
and everywhere else you listen to podcasts.

758
00:51:02.340 --> 00:51:07.369
And if you're an entrepreneur interested in
writing and publishing a nonfiction book to Grow

759
00:51:07.409 --> 00:51:12.170
Your Business and make an impact,
visit published authorcom for show notes for this

760
00:51:12.289 --> 00:51:14.210
podcast and other free resources.