Episode 78 - Podcasting For Business: How To Make An Exceptional Business Podcast With Susan Finch


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Podcasts have become an indispensable business tool. Have you started yours?

In this episode, Doug C. Brown and Susan Finch, the President and Owner of Funnel Media Group, discuss why you very likely should. Additionally, they talk about how to maximize your energy and effort, why you need consistency and commitment to succeed, and how to find guests for your show. Whether you have a podcast or not, this episode is worth the listen.

In this episode you will learn:

 

Episode’s guest – Susan Finch

CSS 77 | Business Podcast

Susan Finch is the President and Owner of Funnel Media Group, which offers a collection of podcasting services designed to make you and your guests look great online through podcasts and vodcasts. Bringing content strategy in line with business objectives using diplomacy, creativity, and flair is where she excels. Susan starts each day with a huge smile because her clients give her joy daily by allowing her to create solutions for them to increase their reputation, reach, and authority.

Visit her website: www.funnelmediagroupllc.com

Susan is giving away a 15-minute professionally edited interview (plus bonuses!) to a lucky listener. Learn more here: www. funnelmediagroupllc.com/ceossgiveaway

transcript

Podcasting For Business: How To Make An Exceptional Business Podcast With Susan Finch

In this episode, we have a great subject. We’re going to talk about podcasting and why, if you’re a B2B or B2C company, it is a must. I’ve got an excellent guest. Her name is Susan Finch. Susan owns a company called Funnel Media Group. We’re going to talk a lot about the do’s and don’ts of how to get this off the ground and once you’re off the ground, what to do and what not to do to make your podcast exceptional and production for you and bring you qualified people to talk to. Without further ado, let’s go talk to Susan.

Susan, welcome to the show. Thanks so much for being here.

Doug, I love being invited to your show. You were wonderful on mine and I was so thrilled when you asked me. Thank you.

I appreciate that. This is an important subject matter that all people who are in sales selling to CEOs or companies or the company itself should be interested in. It’s like, “In 2022, almost 2023, why should we need a podcast? What’s the point of having a podcast? What can it do for us?” Let’s start with the beginning. Why should any company, salesperson, solo entrepreneur, major company, minor company and in between, have a podcast?

We need to reach people that are busy and people on the move. Not everybody has the time to sit and watch a video or read the transcripts floating across them and crawling across the screen. They’re doing five things at once. Even though we’re working from home or doing other things, all of the decision-makers are on the move. This allows them a way to hear our messages when they’re driving, at the gym or in between meetings. They’re a little more focused. It’s something they can easily pick up while they’re doing something else. We aren’t always 100% focused on them but we need to reach new audiences.

We used to call this windshield time back in the old days when you only could drive from point A to point B and you were doing live sales because that’s all there was. Folks, I’m that old. There was no internet back then. The reality is that now more than ever, people still have downtime. The transition that I have seen over time is it went from windshield time to when we had lots of social media and stuff that we could interact with online. Now I see a massive shift going over to podcasts because, quite frankly, some of them are very fed up with social media in general.

CSS 77 | Business Podcast
Business Podcast: We now see a massive shift going over to podcasts because some people are very just fed up with social media in general.

No disrespect for Facebook, who’s now Meta but it looks like a lot of people I know, especially the younger age, are abandoning this. The older age groups i.e. mine, use Facebook but don’t really. LinkedIn is not the entertainment side of business life on social media. TikTok works but you don’t find many people in the traditional Baby Boomer generation on TikTok as well. A podcast to me has become the new iPod.

It is but the thing that you hit on was social media. We know, as working with so many scheduling tools and pre-writing AI, all those tools can write all of that for us. With podcasting and video, you see and hear real people. These are the conversations that are happening. Not somebody crafting it, editing it or scheduling it, so there is more credibility there too. There is a way to get to know those people, their brand and their messaging comfortably and build that trust rather than I’m reading something that the team put together on my behalf and is speaking for me.

That’s a huge difference. I agree with you because, as you were, I wrote down the word webinar. In the old days, we used to do live webinars. People would get to know who you were through a live webinar. They could see your personality, understand, hear your voice and all that stuff. When we did them in a smaller group, we would open them up so people would be able to interact throughout. It’s a huge conversion mechanism for being able to build trust and respect. Podcasting gives you more credibility. People allow somebody to know the person as a person. These aren’t scripted. I imagine some podcasts are scripted.

Certainly, this one has never going to be scripted. I know yours wasn’t scripted because I’m pulling you all over the place. You got these people who are busy on the move. They’re looking to consume consumption. I also think it’s free to consume this consumption now. Before, it would be paying for access to some type of information, whether we were buying a CD or some type of training program on cassette tape. I’m that old. I can remember back. I know you’re not Susan. You never remembered cassettes.

No. I remember. It’s the cases you would give to clients with all the tapes in them.

For those of you who aren’t old enough to understand what we’re saying, they used to be a carrying case that you would put the CDs in or a carrying case in with cassette tapes. You might have 100 cassette tapes in this big box, take this big box and then bring it over to wherever you were going. In the middle of it, the tape would always break. It’s one of those things, especially when it was on your favorite song and you played it 300 times.

We’re talking about training. I remember when I was listening to Tony Robbins, Norman Vincent Peale or some business training-specific sales process, I had to pay for all that stuff. Now, with a few clicks and a couple of search terms, you can find pretty quickly what you want for content and it doesn’t cost anything. That also provides an expectation of, “I want to consume this more.” Thoughts?

It’s so accessible that we can also search for the credibility of the people we’re about to invest our time. That’s still our money. We can look them up and say, “Are they any good? Who is talking about that person?” Just because I can find it and they know how to do SEO doesn’t mean this is worth my time to listen to. The beauty of that is most people would go and check before they listen to these five hours of tapes, recordings, downloads, webinars or whatever it is.

They’re like, “I’m going to go check them out on Apple and see, ‘Do they have ratings? Do they have 55 shows? Who are their guests?’ This is a credible person. I’m going to check them out on LinkedIn.” I’m going to do it. I’m interested and intrigued by them, their company and maybe their message. I might talk to other people about it.

For those of you who are wondering, “Should I have a podcast,” the answer is yes, in my humble opinion at this point. The reason behind that is it provides not only credibility but research credibility. It means that before people are buying things, especially complex services. They are checking out not only the person that they’re going to be buying from but the company and what they’re doing.

I’ve been speaking with several companies that are doing $40 million to $250 million and up. They’re all saying the same thing. It’s like, “We have meetings where we look at this and we sit down and it’s a decision.” A podcast is a good way of getting not only the message out there but building that credibility. It also is a great thing because if you utilize it right, it’s good for search.

We know that. You know me. My sweet spot is how you maximize the old content and shows. If you bother to do this, have it be evergreen content, it’s something that will still provide value that will still come up. I’m going to push you back a little bit when you said everybody should have a podcast. The one criterion that they shouldn’t is if they can’t commit to the time because most podcasts fail after six episodes. People burn out that fast.

Let’s talk about why. I’ll still stand by what I said that everybody should have a podcast. Not to get argumentative but the reality is that people say, “Should I have a social media profile any longer?” Yes, but it doesn’t mean you have to be actively pushing that social media. People will say, “You got to be putting yourself out there every single day of the week.” No, you have to have a presentable social media and podcast. Let’s talk about why people end on six episodes on average.

What can they do to prevent that? You’re a master at this. This is one of the reasons I was so happy to get you onto this show because I’m like, “Finally somebody who understands not only production and all of that but also how to reach a B2B and B2C audience or a business-to-entrepreneurial audience in addition to that.” Take it away. What do they do to prevent themselves from crashing and burning?

They need to answer five questions. What is the point of the podcast? Anybody who is involved in the show needs to have the same answer. It’s okay if it’s to stroke the ego of the CEO as long as everybody is honest about it to know because everything you do for your podcast has to check back to that. You need to have an idea of who’s going to host it then.

Is it the CEO? Is it a few people sharing the duties? Are they any good at speaking? Can they commit to that time? If you say, “Joe, the CEO, is going to be the host,” but he never has time. He’s always annoyed when we try and book it. We get these guests that want to be on. You got to have a set team. This is why they usually fail. Nobody is committed to the time because they haven’t identified the task they must do.

It’s okay if you all say, “I only want to get the guest and talk.” Hire somebody to do the rest of it. That’s fine. If you don’t even want to follow up and talk about it later, have somebody else do that, whether it’s your marketing team or a podcast production services company like us. Have somebody willing to keep talking about your great content that believes in your show and understands your company. If all you’re left to do is a fun part, you can be down with that and keep going.

If you’re stuck doing things that you thought Bill was going to do and Jane was going to do and they’re not doing it, somebody has to do it. Those two found something better to do because they didn’t like it and they got bored. That’s why. Every company should have a podcast because if you don’t have enough of a message to fill a podcast, you don’t have enough of a product or a service to be a success.

If you don't have enough of a message to fill a podcast, you don't have enough of a product or service to be a success. Click To Tweet

We had a point for the podcast and the idea of the host of who’s hosting it and doing what. Did you put the other three in there or not?

It’s identifying the team who’s working on it. How long do you want these episodes to be? It depends on where your listeners are. You need to know where your people are that you want to find. Sometimes you’re going to be finding the betweeners. The ones between meetings only, on the treadmill or are going to binge-listen to everything that you say because here’s a weekend and they’re like, “I’m sick at home. I’m going to listen to fifteen episodes.” I have shows that are all different types. They’re like that and they can’t wait until the next episode drops or they’ll play catch-up once a month and then binge. You need to identify that so you know how long to make it. Those are the first things that you need to know before you can even go any further.

I will vouch especially for point number one. If you don’t understand the point of your podcast, it’s like anything. If we don’t know where we’re going, then you’ll create something to create. That’s not a bad thing. Eventually, you’ll probably change your focus on the podcast. When I was first doing this show, it was more of a challenge from other people. They’re like, “You have all this great information and you’re holding it from the world.” I’m like, “I’ll invite real people on and we’ll have real conversations about business, selling, how to build your company, the failures, the good stuff that’s happened and how to sell to CEOs.”

It worked but that wasn’t the focus that I wanted on the show. We’re shifting like, “How do you get into the top 1% of earners in selling? How do companies access these top players? How do we sell to CEOs utilizing A-players?” It’s okay if it shifts over time. Let’s step back for a second to everybody needs a podcast.

The thing I would tell people is to do something. The second thing I would say is the idea of who’s going to host it and do the process is so critical. You and I have been on a lot of podcasts over time. There are great interviewers and people are going, “Get me off this podcast.” If you don’t understand, you need your personality but it has to flow. There are a lot of things that Susan can teach you on and around this for sure.

The production side of the podcast, don’t produce it yourself, especially if you’re business to business. Don’t do it. I cannot tell you how many people I’ve talked to and they’re like, “I’m going to do my own.” I’m like, “You’re spending three hours putting together a production. Go sell something. Pay somebody for the production.” Production is not that costly to do compared to what we could do if we got out there and started selling. One sale could pay for five months’ worth of production.

It’s one of those things that I would highly recommend. Anybody who’s reading this going, “I get the point. I need a podcast,” contact Susan. Her company name is Funnel Media Group. It’s FunnelMediaGroupLLC.com. Reach out and have a conversation because you’ll learn a lot, if nothing else. I would say that too. If somebody is going to start a podcast, learn about podcasting and what it means to be somebody. Anybody can learn how to be an interviewer. That’s not an issue whatsoever. Keep your personality and keep it a little upbeat. I, fortunately, had a lot of experience doing this, so for me, it was a walk-in. I was a professional DJ, an interviewer and things like that.

Identifying the team goes back to the critical mission. Let me ask you a question, Susan. If I’m starting up a podcast, do I need a video? What’s the right way of doing this to maximize my exposure because that’s what podcasting is all about? It is to get you out in the public square and maximize that exposure. I have people say, “I’m doing audio only.” I’m like, “Why not do a video? You could stick them on YouTube. You could do this and that.” I’d like to hear from the expert.

I am a firm believer in maximizing your efforts and time. We all have webcams now. Do it on video. If you haven’t spent the money to get a decent webcam so your HD face looks good, do that because those close-ups can be a little scary. You want to look good and sound good. If you have a camera and a mic, that’s a lot of the battle on the equipment. The reason why you want the video is it’s the engagement when you’re talking to somebody.

If I am audio only, anybody that says differently is a liar. If you’re audio and holding the phone, you’re walking around and doing stuff. You are fidgeting and looking through things. We can hear it in your voice. We can hear the lack of focus. This way, we are engaged in playing with each other’s facial expressions and what’s going on in the room, whether we have a green screen or not.

What I have found is that people would say, “I don’t like doing video. It’s uncomfortable.” I said, “Let’s do it for the conversation.” I’m going to suggest that you wear your branded colors in case we can do a little short clip that you like and use it in places. By the time, within five minutes of the conversation, they’re relaxed because we are talking together, the whole tone of the show relaxes and flows better and then we have a nice little clip we can use on all social venues to hype up the show. It’s to hype them up and talk about how great they were on the show because that’s what our job is. If we are not monologing, it is to make our guests shine like a star.

What I have found is the shinier they become, the more people reach out to me. I started the show because it was a double dare, “You have to start one, Doug.” I was like, “Fine. I’ll take your dare.” What I didn’t realize is I got about a 4-to-1 return on my investment in the show in the 1st year, which I know not everybody does. What I learned was you make them a star and people respond to the fact that you’re making that other person shine. The expertise of what we do comes out through helping other people shine. Here’s the thing. I never realized that podcasting was a great prospecting tool because I viewed it as social media back in the day.

I’ve put a consistent post out and done this and that. I never got a lot of business out of doing that. I did get business intangible where people would say, “I watched your stuff. I saw this post and I love this,” then it came back around in business in some capacity. Do you know how people on Instagram or whatever have fan bases? Podcasting has fan bases. It’s almost like you’re a radio DJ when it works out and it’s like, “The CEO Sales Strategies Podcast,” and they’ll tell their friends.

What I have found is it makes great sense as a prospecting tool. Here’s the point I want to get across to people. You never know who’s listening. I’ve been shocked by the people who’ve been tuning in to my show. Susan, you alluded to one of these one time when I talked to you. The reality is I have billion-dollar companies that are tuning in to this show. I’m like, “What?” They tell me they learn things. I’ve had people that reach out and say, “Your show has changed my world. I tune in to every single episode. I’d like to hire you.” I’m like, “Who are you? I don’t know who you are.”

From a prospecting tool, it is a very different positioning tool because you’re positioned as the expert. It’s an incoming lead versus trying to go outbound and persuade someone that we have the expertise. In your case with podcast production and helping reach the strategy and the training on and around it, it’s very clear you’re an expert in that field. The first moment that I was on your podcast, I was like, “This lady is smart when it comes to this situation that we’re talking about.”

We’re speaking with Susan Finch. Susan has a company called the Funnel Media Group. It’s at FunnelMediaGroupLLC.com. We are talking about why you and I are not saying must have a podcast. She’s given some great rules around getting clear on the point of the podcast. Let’s say people are saying, “Susan and Doug, you got me. I’m buying into this concept.” What should they do next?

If you talk to some people, you are like, “Go buy a microphone. Go on Amazon and order. Get GarageBand for your Apple computer or whatever it is.” You’ll be all set for life here. The reality is you and I both know that’s one of the reasons that people do maybe six episodes and die out. After they’ve gotten the point of the podcast out, they have the idea of who’s going to host it and start to identify a team of people to help out, what’s the next step?

The next step is to start to line up your topics. With companies that have a sales team and a marketing team, those two need to talk. What’s coming up? Are there events? Are there launches? Are there initiatives? Is there a book? Is there a conference? What is it that’s coming up? Is there some big announcement you’re going to make? Are you going public?

Whatever it is but have topics that fit in with that calendar so that you aren’t fighting your company for attention with all your marketing efforts. Have that conversation to figure out, “What do we want to talk about?” Everything has to check back to the purpose of the podcast. You brought up a wonderful point. It’s about making the guests shine but you have a ton to offer, so you hit them with a 1-2 punch.

CSS 77 | Business Podcast
Business Podcast: Have topics that fit in with your company calendar so that you aren’t fighting your own company for attention with all your marketing efforts.

You hit them being a great host but you aren’t bringing so much value. If you monologue, you’re bringing great value. You are constantly bringing people some very key, well-organized points they can talk about. This is where we go back into, “What do you already have? Do you get some great articles or white papers? Something that’s not doing so well anymore but it’s still good. How come nobody likes it?”

Have a conversation about that. Find what you already own. Make use of that because that’s a great warmup to get started. That’s a good way to break the ice to start with that rhythm of that consistent content and then it gives you something to talk about. I have one host and he says, “We don’t send out a single email without one call-to-action there to something we’ve written. We don’t waste an email to anybody without giving them something of value in return for being grateful for your opening my email. You’ll end up putting a link to one of your episodes in there then.”

Always give value and be gracious to anybody that bothers to listen, follow, read anything you do, pick up the phone or whatever it is. Start to come up with your value, get ready and then make a realistic timeline. We want to get our list ready. We want to get people pumped up about this. It’s like when people launch a book. I like it more when an author launches a book that we know will not be a best seller.

It might be in very niche markets. A lot of you have done books and they’re number one in a niche market, which is fine because those are your clients but it is so much nicer to be able to send people a signed book after you met them, “It was so nice meeting you. I’m the author.” A podcast is the same way, “I don’t like to have you on to hear why you’re an expert in what you do. We haven’t had a lot of time together yet. Come on to my podcast.” Much better than, “Can we please set up a time for a demo? I have great things to show you.”

That one made me laugh. The reality is that you can pretty much get anyone on your podcast if you research and make a truthful pitch. It was a double dare. I was like, “I’ll put the podcast out.” I didn’t call upon my list, at that time, of people on my LinkedIn or Facebook. I put this thing out there and then we’re up into the top third of podcast rankings but you got to stay consistent. That’s the thing I have found. I want everybody to write down the two C’s, Consistent and Commitment. If you’re not committed, you must have a podcast but get ahold of Susan and she’ll get you committed because then you’re having to show up to do what you said you were going to do.

That accountability component is key because it takes a while for a podcast to start taking root. I remember when I first saw it, I’m like, “Two people are listening.” That’s terrible. That was going through my head but then I’m like, “You’re just starting. That’s two more people than you had.” What I realized is I never hit my list for any of this because I wanted to see where it would go and then, later on, you can hit your list and tell people, “I got this going on.”

The accountability component is really key because it takes a while for a podcast to actually start taking root. Click To Tweet

Susan, I want to ask you this question. I have a fearless component around going after this because I’ve worked for so many big fish or worked with big fish that I understand that the CEO of this $25 billion company still has fears and desires. I made a play to go out and go after big fish for a little bit. We do it regularly. I find a lot of big fish that say yes. If somebody is starting, do you recommend they go to their warm market with friends and family or go out cold?

I’m very protective of my list and I don’t like to have too many asks. I say cold because also the point of it is to meet new people. My other people catch on. They’ll see what I’m doing, check it out, catch up and share it. I want to get some new people and audiences because that’s what’s going to open my mind to new ideas and tactics. If I keep talking to the same people over and over, that’s nice and comfortable but it doesn’t give me the growth I want. Be bold. Do it.

I will put a little twist on this because it makes it easier if you have some context that you go, “That would be good for my point of the show.” It’s okay but it’s limited to 3 to 6 of them. That’s what I would do. It’s what I did in the beginning because it takes a little time to get people who don’t know you to say yes to the show. We do want to have some things that are whatever they can.

That means you have some episodes ahead of time. What I did is I had 6 or 7 guests or whatever it was in the beginning and then I started doing some monologues. I would do a guest and then a monologue. That covered me for 2.5 months by putting out 1 show a week. That gave me enough time to start talking to people I didn’t know. I would pitch them. Those of you who have ever tuned in to the show, go find the episode on 1-800-GUT-JUNK CEO.

I pitched him. Go find Mr. Ray Zinn because he had the longest-running CEO tenure in Silicon Valley and they sold their company for billions of dollars. This is what I’ve learned. If you come in and you are genuine and you say, “I’m looking for your help. I’m searching out because you have this wonderful life expertise. It would be great on the podcast. The podcast may not have all of these listeners now but it will and you’ll get exposure. I’m also going to keep promoting this over and over and try to get this out for you,” you will be surprised how many people will say yes. You can also utilize somebody like Susan, who will go out and get you on other people’s podcasts or get people to come into your podcast.

The tactic is to get good people on your show.

Here’s another little trick I’ve learned, Susan. I used to go out and get on other people’s podcasts but I would get on the podcast that I was looking to have a guest. You can go out, get on their podcast, develop a relationship with them and then ask them, “Would you do my podcast?” If you interview well and provide value for their listeners, all of a sudden, you’re friends. You’re sisters or brothers in the podcast world. That’s another way to find guests. The reality is you got to go out and do it. This is the bottom line. I was talking to a CEO of a very successful company and he was on my podcast. I asked him, “What should CEOs be doing?” He said, “When you start as a CEO, you should be out there hitting the street selling.”

A lot of CEOs don’t think they should continue to sell. If we’re looking at a podcast the way you and I are looking at it, you are the CEO of your podcast, so get out, sell yourself and sell your podcast. You’ll be surprised how many avenues this will lead you into. Susan, when people get guests on their show, do you recommend they also ask, “Do you know anybody else that’s similar to you or do you have other people that might want to be on my show?”

Get out and sell yourself and sell your podcast, and you'll just be surprised how many avenues this will lead you into. Click To Tweet

I do. I usually have our folks ask and I ask, “Is there anybody that this show would remind you of that you think would enjoy that you’ve been on their show or somebody that you wish you could have had a conversation with?” Those are usually the more pie in the sky. Whom do you wish you could have a conversation with within your space? I want that person because that means everybody would want to listen to that person.

Folks, you would be amazed at how many people know some pretty impressive people. Ray was kind enough when he did the episode and this is what happens when you are a good interviewer. He said to me, “I’ve been on a lot of podcasts and I haven’t been on a podcast like this. This was enjoyable to me.” He then said the magic words to me, “Could I introduce you to other people?”

I was like, “Sure. Whom do you have in mind?” He goes, “My book is in four universities, so I was thinking of San Jose State University of getting those people on there,” and then he started naming a few others. I’m like, “Thank you.” My point being is you’re an expert in helping people on the production side and get people onto their podcast. I don’t do this very often on this show but I’m pitching you if people haven’t figured it out. I would highly recommend giving her a call. Susan, how do they get ahold of you?

It’s pretty easy. Susan@FunnelRadio.com. It will get to me or go to the website, FunnelMediaGroupLLC.com. They’re all in different ways to discern, “They do that and they market.” We’re starting to position ourselves as podcast CMOs because we can fill in all the gaps. Do the fun part. Let us do the rest.

If you let people do the rest, you’ll make far fewer mistakes. I never did my production. I refused to do it because I was an audio engineer when I was going to school, so I knew a lot of the backend of this. There’s a lot more that goes into it than people realize to do this the right way. Quite frankly, go out and sell something. Pay for a year’s worth of production and take that off your plate because that frees you up. As you go and you get more people who are calling you from your podcast, what happens is you have a profit stream coming in from a fairly automated process when you’re not doing all the backend.

CSS 77 | Business Podcast
Business Podcast: Do what you do best and pay other people to do the rest.

Do what you do best. I’ll do what I do best.

Well said, Susan. I could talk to you forever but I know we can’t because that would make the episode too long then people will yell at me for making it too long. Some people will say, “I loved it. It was so much packed information.” I’d love to have you back for round two if you’re willing to come back.

I would love to. I enjoy my time with you.

Thank you. Susan, I’m going to thank you so much for being on the show and for bringing a lot of great information and valuable content to people. Folks, reach out to her and we’ll go from there.

Thank you, Doug. I’ll talk to you very soon, I hope.

Will do.

You heard me say this and I’ll say it again. Podcasting is a must. You can argue that point but the reality is your competition is going to figure this out. If you haven’t already started, I would get going now. Certainly, reach out to Susan if you have any questions. You can reach out to us if you have any questions. I’d be happy to help you on that subject matter as well and help steer some of the conversations in the right direction.

Number one, make sure when you’re going to do a podcast that you know the point of the podcast. If you don’t, launch it anyways, get some feedback from people and then you could always adjust the podcast. Remember, in the beginning, unless you have a huge following already, there’s not going to be a lot of people probably listening to your podcast. If you make some mistakes in the beginning, so what? It’s okay. Keep moving on.

Understand who’s going to do what in that podcast. You want to map it out. Otherwise, a podcast can become more like something more to do. It is a process that will take your time from you if you don’t know what you’re doing. That’s, in one way, a lot of reasons people stop doing the podcast. Three is to identify the team.

That’s where Susan and her company would come in. Four, which I would probably put as number two, is you want to have fun with your podcast. Take dares and dreams of people and stretch those dreams because you’d be surprised, positively, how people will respond when you’re helping them grow on the episode that you’re doing with them.

Sometimes, I’ll ask questions out of nowhere. Nobody knows what they’re going to be because we don’t script these particular episodes. We might have a couple of points we’re going to talk about but we want them to be as conversational as possible because they’re real that way. You will make mistakes. Don’t worry about the mistakes.

Sometimes, when you leave the mistakes in that particular podcast, it’s a better-performing podcast because people know you’re real. If we make mistake, I’ll go, “You know we’re live.” Like in the old days on live television and radio, you couldn’t snip it out. It was something that happened. If you drop the coffee cup and it crashes, you’re going to hear that in the old days. You’ll hear the same thing here.

If you don’t edit that out, you go, “I drop the coffee cup.” People will know that is real. Don’t worry about being real and perfect. That’s the other thing I’ve learned in being with a podcast. You leave in all of these things. Let’s face it, we’re all people. We might have different titles in life but the reality is we’re all people. We have all dreams, desires and fears.

When you go from culture to culture, for the most part, they are universal across the world. Here’s the deal. Go out and talk to Susan if you don’t know how to do this or reach out to us. We’ll be happy to give you some input on it as well but give podcasting an idea of a try and then commit to it. I have people that go, “I’ve been listening to your podcast,” I’m like, “I didn’t know.” I had people that when I was staying consistent and then I took a couple of weeks off, people be like, “Where is your show?”

They will ask and demand reliability in the process of the commitment. Do it if you will. If you like the subject matter as always and you think you would like another subject matter and you’re looking to hear something from some expert to come in, let us know. Maybe it’s you who is the expert and you want to be on this particular episode. That’s great too. If so, reach out to YouMatter@CEOSalesStrategies.com.

If you like this show and you want to help us out, please go give it a five-star review, if you feel it warrants a five-star review, tell other people about this. The more people that know this information, the more people that can get helped. It also helps us. If you want to, yourself, someone you know, your team, team members, your whole sales team or your company, if you want to get your people or yourself to the top 1% of earners, which means that you’re selling at the top 1% globally in your industry, this is what we do.

We have a process on and around this, so reach out to me at Doug@CEOSalesStrategies.com, hit me up on LinkedIn @DougBrown123 or go to the phone number (603) 595-0303. Go sell something. Sell a ton of it if you can but sell it profitably and do it in a win-win trustworthy fashion. Help other people out and they will help you. Everybody is happier that way and life is better. Until next time on the show. To your success.

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