branding your podcast for more sales

291. Branding your podcast for more sales

Coming up in this Should I Start A Podcast episode …

As business owners, our main goal is profit. But, how do we do that with consistency? 

The answer is Branding. When you have your branding assets sorted, all your content comes across with consistency of tone, look & feel. That builds trust. How you build trust with your branding and what brand assets to create for your business is what this episode is all about. 

In this episode you will:

  • Learn what business owners focus on when it comes to branding
  • Understanding how to focus on storytelling that starts with your website
  • Hear how to focus on your credibility & what to look at when it comes to your logo
  • Take a deeper look at consistency and how branding makes that easier. 
  • We answer a question about the basic rules of branding.
  • Rethink smartphone storytelling & about hiring a graphics designer.
  • Understanding your message and crafting what you really deliver.
  • Hear us talk about the online assets you need to have when you have a podcast. 
  • Learn Google’s love language and how to use it more with your podcast content.
  • Think differently about getting someone to review your brand.
  • We talk in-depth about how to put all your words together into a package and brand yourself.

All this and more, on this week’s episode of  Should I Start A Podcast. 

 

Psst … make sure you listen to the end … I’ll break down this episode to give you 3 small steps you can execute right now to help you take this listening experience into execution experience. Enjoy the show. 

After you listen to this episode I would love you to do 3 small steps that will help you get your branding for your podcast started: 

  1. Get your branding basics sorted. That means your business is a brand and it needs brand guidelines. Colours, logos, fonts, tone, and alignments are all part of having brand guidelines. DOn’t know what I mean, talk with a graphics designer. 
  2. Create image templates. Blog templates, square image templates, quote templates.
  3. Go to swipefile.com for swipe files for marketers. Use it for inspiration and to steal starting pages.

 

Bonus: Answer the 3 audience questions about your current client niche.

  1. Do you like them?
  2. Can you get them results?
  3. Can they pay?

What you pick as your strategies to grow will depend on where you are at in your business. Pick the strategy that is right for where you are at and not for where you want to be. 

 

These are 3 small steps that if you execute, irrespective of where you are at in your business and podcasting journey will make a huge impact on your making your podcast more profitable & more impactful. 

If this is the first episode you’ve listened to all the way to the end or if you are a regular, thank you … I love that you are here. Check out our back catalogue on  ShouldIStartAPodcast.com, subscribe to the show and give me a review and rating, it really helps us get found more. 

 

If you are a business owner podcaster and want to join others just like you in a group where we share tactics & ideas on what’s working (or not) for us when it comes to using our podcast in the best possible way. For more on that go to wearepodcast.com/group … it is free. 

 

We Are Podcast 2022 – It is happening this year. For the latest announcements on Australia’s first podcasting conference for business owners, join the free group wearepodcast.com/group 

 

Stay tuned next week when we going to talk about lead magnets that work for your podcast.  This includes good copy, how to structure it and how to follow up with good communication and more. So, don’t forget to subscribe to the show to get that episode as soon it gets released. Until then, much love.

 

If you’ve never heard of our work before, there are 3 things that I think you would benefit from right now…

1. Listen to this playlist of How to Podcast for Business.

2. Get the the Recurring Results Roadmap (if you haven’t already).

 

Having worked with thousands of business owners to create a podcast for their business, I’ve created The Recurring Results Roadmap for Podcasters™.

It’s a step-by-step guide to growing your business to 7+ figures using your podcast.

Importantly, it removes the guesswork so you know exactly what to focus on at all times to generate that recurring revenue.

The best part? It’s personalised, free and it lets you get started straight away.

Download The Recurring Results Roadmap for Podcasters™ here.

If this is your first time here, this is Should I Start A Podcast. I’m Ronsley Vaz. Each week you’ll hear me, and a star-studded guest lineup, dig deep into the podcasting process. We’ll bring you tactics, tips and tricks to use in your own podcasting journey. We’ll teach you how to build an audience. And we’ll show you how to keep them coming back, show after show.

So if you want to start a podcast, or expand your current audience, this is the show for you.

Here is the transcript of the entire episode for those who like to read …

SUMMARY KEYWORDS

podcast, branding, people, website, business, important, called, conversation, basics, heather, barbecue, voice, hear, launch, question, content, feel, thinking, person, logo

SPEAKERS

James Whittaker, Heather, Ronsley Vaz, Bettina, Sandy Waters, Catharina Joubert, Shawn Walchef, Holly Shannon, Anna Vocino, Ray

Ronsley Vaz  00:11

indicator one, this is launch control. Please advise when preflight checklist is complete. It is complete all indicators red green.

Anna Vocino  00:24

This is should I start a podcast, a show for business owners looking for tips, tricks and ingenious hacks when it comes to growing a business using their podcast. This is your host Ronsley. He’s interviewed more than 1400 people and has been listened to over 5 million times in 133 countries, a TED speaker, author and a podcast purist who believes that we can use our voices to grow our business and our influence, you know, because every conversion in any business always happens in a conversation. And now Ronsley.

Ronsley Vaz  01:06

Welcome, everyone, today, we’re gonna talk podcasting for business. It’s super exciting, especially because we’re gonna talk branding basics, because this podcast is a whole bunch of different things that we got to pay attention to and not having the basics. And the assets, you know, tends to like to help us lose sales, because there’s all these different assets that we think that we need, for example, just break it down in terms of online assets. There’s like LinkedIn cover landing page, podcast page, product page, website, brochure, the list can go on, right, these different elements that we really require. So the conversation I’d love to have today is, what are the basic assets? Did you think like online assets, web assets that a business or podcast business, especially a podcast business should have? Because if someone’s starting a business for the first time, there’s a whole bunch of moving parts, if someone starting has a business, and then starting a podcast for the first time, there are still a lot of moving parts to learn how to podcast, right? It’s the mix of being able to have done businessing for a while and have done podcasting for a while to have them both work in unison. So let’s talk about branding assets like what are the basics to branding in general? And then what are the assets of web assets or online assets that you think businesses in podcasting should have?

Shawn Walchef  02:16

So we we have a barbecue media company and when we first launched our podcast, we had a separate website called the first podcast that we launched was behind the smoke. And the website was behind the smoke media. And then we have our barbecue restaurant, which is Cali comfort barbecue. And one of the biggest challenges that we had was how do we become a barbecue media company? How do we host content on our website that both doesn’t confuse our restaurant guests, our barbecue guests, as well as the guests that are looking for small business content, smartphone storytelling content, how to become a media company, essentially as what we were trying to create. And one of the things that we did was we combined both websites. So when you come to our website, Kelly BBQ dot media, you can see it, we don’t make it difficult by barbecue. One of my favorite books is by Donald Miller, which is story brand. And he says if you confuse you lose, and that’s something that we try to teach as many small business owners as possible is to focus on your website. As much as we love social media, and we love Tik Tok, and we love Instagram, and we’re on Twitter, and we’re on LinkedIn. And we’re creating assets. And we’re storytelling. And we’re doing video, if you don’t own your website if you don’t create the content on your website, and that’s for your podcast as well. So we’ve always been focused on shownotes thanks to Tim Ferriss and the job and the work that he does always figuring out how is he using show notes to turn that into a blog. But by publishing a podcast, we became a media company that became the north star of our storytelling content. So by doing that, now, we have content that we’re putting every single week on our website having to do with each episode of the podcast, which ultimately becomes search engine optimized content about the stories that we’re telling. So branded assets are very important. But if you don’t start with your pillar first, which is your website, then it becomes much more difficult to build that afterwards. And one of the things that we love to tell small business owners is if you are starting a podcast or if you already have a business, like your website, you that is your E commerce platform, that’s how you become a technology company. That’s how you are an E commerce companies, you’re going to sell things through that website. And the more that you can integrate your podcast and that storytelling onto that website, the better off you’ll be

James Whittaker  04:14

shown on Rocky Mountain every week, my friend that was that was absolutely brilliant. In addition to that, just a super clean logo. Don’t go and get some really busy cluttered logo for people who want like really tactical stuff on the branding side. Just make sure it’s something simple and super clean. It’s so easy to get that done now and it’s gonna make all of your stuff look 10 times better, if not 100 times better, making it as easy as possible for someone to do business with you. So when they go to your website, is it what’s the Steve Jobs quote, it needs to be that a six year old can use it and understand it. So make sure you’ve got that on there. Another thing to focus on is your credibility stack. So even if you’re launching a new business, perhaps there are other people out there who can give you testimonials from similar services that you have done previously. So what are you going to do maybe there are podcasts you’ve been featured on or other outlets and things that you’ve been featured on do what you can do to build up your credit Over the stack, even mapping it out through sample case study of what you take people through. And then the next bit on that, which is really, really important. And something that runs is great is making sure that you never take your finger off the pulse as far as sales, which is the lifeblood of your business. Because the truth is that all of the sales side can still be happening, while all those other elements are being put in place, and just a great amplifier of those things. So make sure that you’ve got the Sales Machine happening full steam ahead all the time, too. For

Sandy Waters  05:25

those of you who have a business and you’re entertaining the idea of starting a podcast, I would say, because a lot of business owners that I’ve talked to, who want to jump in the world of podcasting, they’re so nervous of their image, they want to seem authoritative and perfect. But like we’ve said it before, and you guys have heard it so many times over that people buy from people, not from companies. So don’t be afraid to show who you really are. And you have to take a second before you even launch your podcast. And who do I want to show up as Who will I be known for when somebody thinks of me my business, my podcast, what is the first thing going to come to mind. So if I’m bragging about Ron’s least podcasting and say, oh my god, Ronsley is the guy who fill in the blank. That’s what you have to figure out who you are going to show up as and exaggerate that character. And then don’t be perfect, because in Hollywood, if they want to cast someone that the audience hates, they’ll cast the perfect person, they’ll create a perfect character. So don’t be that person that your audience is going to hate.

Holly Shannon  06:24

I’m not going to try and follow that, like I’m gonna, I’m gonna continue with it, I’m just gonna point out something completely different. I think continuity of your aesthetic is really important. I personally have seen time and again, where people will post a variety of images across all of their social media. So that being said, the photo that they use in LinkedIn is different from what they use on Twitter is different from what they use on Instagram is different from what they use in clubhouse, you get the picture, it’s really important that if someone goes to find you on another platform, or refer you to a friend who does not use LinkedIn, but they use Instagram, you’re easily found if your look is similar from platform to platform. So for example, I literally just updated my new season for my podcast, and I change the photo and the whole look, I basically changed the whole look. But I kept elements. So if you see the background, for example, was yellow on my picture, but it was a yellow background with a coffee cup, and cultural factor was incited. And I felt that now I was the voice of it more so. So now I have my picture on there. But I kept elements. So I kept the yellow background. And the photo of me it was from the same photo shoot that I used across all of my social media. So while it’s a different picture, it’s the same, I’m wearing the same thing, I have that the same look. So continuity of all of your imagery is really important. And your colors, learn from

Bettina  07:58

some another word here, which comes after continuity, which is consistency, I had a podcast about this expression, pod fade, which I haven’t heard before, so that when you get out there and get a podcast going that stay on it. So if you say okay, my interval is every second week, and then show up every second week. And yeah, so I want to just add that to the conversation, the verb consistently.

James Whittaker  08:19

That’s a really, really important word to add there, I’m happy you brought that up, consistency is so important. There’s a quote that I’ve known for a long, long time, I usually try and bring a quote, some reason to every one of these boxes, but it’s make sure the outside of you is a good reflection of the inside of you make sure the outside reflection of you is a good reflection of the inside of you. And it’s perfectly applicable to branding, if someone’s looking at your website, they’re looking at your social, which are the very first two things that they’re going to do when they want to learn more about you. That even extends to in person, if you’ve got a business card, if any of those touch points really falls out of whack or is massively inconsistent with what you’re doing, then you’re going to lose them. So I think that excellence at every touch point is worthwhile. And we’re not talking about spending big dollars here, it’s just paying a little bit of attention to detail, to have that quality standard that if you can do that across every touchpoint just really elevates you, above all of your peers.

Ronsley Vaz  09:05

This conversation is so fascinating. I’ve got so much notes, and I’m trying to like figure out how to guide the conversation. Let’s start with the branding basics. Because we’re talking about continuty. We’re talking about consistency and to be able to continue and be consistent that you should have the basics of your branding sorted. What that means is what kind of idea do you want someone to have when they come across your brand? Like just the field? What do you want someone to feel when they come across your brand? That’s probably the first part. The second thing is you just have to answer this one just know what that is. The second bit is what do you want them to see? Like what is the look look like for them to feel that? So how do you create that look for them to feel that and then you can start to create the voice that goes with that look and feel. So it seems like that to have consistency. You have to have some rules. Those rules are called branding guidelines. I’m pretty sure and the problem is that you know branding, and marketing a complex topics because people go to university for years to figure it out proper branding and marketing concepts. And now with Canva, and social media and all that kind of stuff, like we all have to become branding experts overnight. But there’s these basics. Right? So what do you think are the basic rules of branding? Like when we talk about branding in general, like what do you think are the basic rules for someone that has a podcast in their business?

Shawn Walchef  10:23

I just wanted to bring an acronym that we use all the time. And that’s a BB, which is always be branding. It’s just so important for people. For us. We’ve been branding barbecue media. Why? Because it makes you think that we’re fucking crazy, because we kind of are a little bit crazy. But the more crazy we are. It’s funny, I had a guest on my podcast, he told me a story about that what we were doing is we’re creating a flash mob, and what happens in a flash mob, and I said, I don’t know what happens in a flash mob, he goes, Well, it’s one crazy person that’s dancing in the middle of a bunch of people, and no one understands why they’re dancing. And then you keep dancing, and you keep dancing. And the next thing you know, there’s another person dancing with you, because they understand what you’re trying to accomplish. And you know, when we started our podcast, everyone thought we were crazy. We still have people that think we’re crazy for podcasting, launching our second podcast. But now we have so many people that could care less about our barbecue could care less about our restaurant, but they think about media, they think about small business, they think about how do we do smartphone storytelling, they think about us.

Anna Vocino  11:17

That’s amazing, the flash mob idea, it’s fantastic. And I think too, when you first start, you might not yet be able to articulate your brand, into calling it down to an essence yet, right, because you’re still putting out new episodes coming up with new content, figuring out exactly how you’re honing it all in, it’s okay for it to evolve over time. And I would even say, if you’re really just getting started with your podcast, you should spend more money with a graphic designer than you even need to on equipment because the equipment is so affordable these days. And I feel like coming up with that branding, and it will change over time, it definitely will change over time, you have no choice but for it to change over time, that with the availability of things like Canva, it’s tricked us into thinking that we should be the only eyes on our branding, when that’s not necessarily true. I really am a firm believer in working with somebody who can put it all together for you. And by the way, there’s great people on Fiverr. There’s great people on Upwork, who can do this for you, when you first get started. Let me give an example. And it took me many years to get to this, the way I designed my first cookbook, I wanted it to look a certain way. And then when I did the second cookbook, I wanted the brand new to go along with that. Now my food photography has improved over the years as the more practice I’ve gotten. And so then when I launched the sauces, I want the branding of that to match the cookbooks, which is very important to me to keep the look unique across. Because I’m now doing two different things. I’m doing Annaba, chino.com, and podcasting, fitness confidential, but I’m also doing cookbooks and line of sauces. And we’re about to launch spices. So I want the branding to look like this. So I was contacted by a Long Island Company, who’s about to launch their sauces, and they wrote me and they said, Who did your branding, and who designed your labels, we want to do what you’ve done. I was like me, I designed them. I don’t know how to do use Adobe InDesign. But I’m the one who says this, these go here are not used. These look like this. And these have this field and I like this thing. But that’s only because I’ve been able to be in touch with it over the years of knowing that. But then I wrote them back because like, but I’m happy to help you with your thing. Because I like branding. And I like design. And it’s something that’s interesting to me, if that’s not where your strength is definitely hire somebody. And by the way, I have amazing graphic designers who are able to take my very poor choices of words, and colors and verbal descriptions of things and then put them where I want them or at least get to a place where I can go no, it’s better if it’s this way. But it’s really important to invest in people who can bring that to life, instead of just immediately going to Canva and designing something that might look a little janky just putting it out there.

Catharina Joubert  13:43

Wow, such an amazing conversation so far. So I’ve been listening with a lot of interest and have like plenty of ideas. But just on the concept of branding, one thing that I think is so important to point out is that you can actually have a very well designed website, a really great logo, a catchy name, or whatever. But if you don’t do the very first step of really understanding your message, and what it is you deliver, none of those things will matter, really, because it’s really about what you deliver what you get known for what Sean also pointed out. So you have to be so clear on that. And maybe even start with the focus on just what is that value that you bring? And then start thinking how can you conceptualize this into a design into a personality into a character. And then another thing I thought just to point out and this is more from experience is the actual name, what you decide to call your podcast or your business or whatever, and how all of that is going to link in some useful advice rondalee actually gave to me was just you have one name, because sometimes you’re tempted especially when we have a podcast for our business to kind of go okay, well my business is this so what am I going to call the podcast but if you can just make one name that will simplify your life. But if the name unfortunately in a podcast if that name doesn’t communicate clearly what the podcast is about, just simply because normally if people scroll through, say Apple podcasts or Spotify. That’s all they have. They just have that name. And then they have to click on the episode and listen to maybe 45 minutes or 30 minutes of conversation. So it’s really going to be that name and the artwork that catches them and pulls them in. And I do this kind of exercise where I just go through podcasts. And I see which ones do actually like, which ones do I want to click on. And then I decide why. And then I kind of translate that back into whatever work I do for other people, or my own podcast. So those were just a couple of ideas I wanted to share,

Ronsley Vaz  15:30

we tend to get really fancy sometimes with the way we brand our stuff, whether it’s colors, logos, fonts, whether it is naming, which are the basics that we if we get really fancy, and when you see people doing it haphazardly on in Canva, and haphazardly putting their stuff together. Without the branding basics. It’s like, you know, when you read a paragraph that someone’s literally use a thesaurus on every word. That’s what it looks like. To me, it’s like, this is so off, like the words, it’s like signing off Joey’s baby kangaroo, it’s like so off. And because we don’t understand the branding basics, we don’t think that it’s coming across as off, we think that it’s coming across as smart. Because we’ve put all this thought into this is how it all fits together. So I’m gonna ask the panel this right, so we sorted our branding, we’ve got our look and feel and we’ve got our colors, logos and fonts sorted, what are the online assets that every business needs to have? We spoke about our website, obviously. And maybe we’ll start with that point, because I see a lot of podcasts that just take people to their Lipson page or, or something to that effect. And or they take to some blog posts. The website is such an important part of someone’s brand, especially when it comes to a business, what kind of pages What should a website have, anyone can start, please,

Holly Shannon  16:45

I could jump on that. So having your podcast on your website, first of all needs to be there, physically, it needs to be embedded on there. But in the podcast host, you need to point it and you need need to click the switch that says alternate URL. Otherwise, your podcast when people go to search for it, they’re gonna find it on the podcast host. So you’re gonna be sending all your traffic there to physically need to toggle that button off and point them to your website, then your website needs to have the Embedded Web Player on there. So they’re physically coming there. The third thing that I think people need to consider is if your podcast has to do with what you do on your website, then it’s really important to capture the transcript for each of them, publish those transcripts on there, they can become your blog, they will become a bevy of content for you. But more than anything, it will really enhance your search engine optimization. Because Google’s love language is a long form content. So if it sees a lot of keywords and a lot of content on your website that’s relevant to that, it’s going to really help boost you into, you know, Google page one, if you will. So that to me, if I was to draw a line, that is the way that I would do it.

James Whittaker  18:09

I was gonna say just the branding basics. Once we’ve covered off those things runs that you addressed earlier, I think it’s important for people to think about what’s a small tagline that you can have on your website, as soon as or as just a part of your brand more broadly, when someone goes there. So like trifecta, nutrition is build your ritual, with our with our podcast at scale your business using your podcast, like my personal one is learn how to win the day every day. It’s like what’s one little tagline that you can have that you can get known for as part of your branding that you can have, perhaps in larger font when someone visits your website, because it’s going to draw their eyes. And that’s gonna be the first thing that they they go to go and look at a lot of all your favorite companies and brands and things out there. And there’s a very good chance that at the top of that website, they’re going to have a little tagline like that. That’s memorable. It’s concise and shows you exactly what it is that they do.

Catharina Joubert  18:51

Yeah. So just something to add on. The tagline is one of the difficulties perhaps, is when you’ve got the business on the podcast, is just to make sure that the message running through both of them are like the same. So that what whichever tagline you have, it suits both, so you can have it on the top. So for a long time, I just had like this one focus of travel on as my tagline on the top of my website, I realized, well, that’s not actually the business I’m doing or the plans I want to attract. So that’s probably not the best one. So just that’s really important point. And then of course, the focus may be being like business and then you’ve have the podcast listening buttons or whatever that redirection right below that

James Whittaker  19:28

you have the awareness to actually review your brand as well. That’s another thing that people don’t do like going to your website on a regular basis, even if it’s once or twice a year, get two or three people once or twice a year to go and review your website and things is my messaging clear. If you’ve got over five years, you’ve just continued to do a bunch of band aid things and got involved a number of different projects and your website is an absolute mess. Meaning that it’s you sort of a jack of all trades and master of none which I vividly remember my very first website it was was almost like it was for me, rather than thinking about who is it exactly that I want to visit that website and making them go through a little bit of a journey to get the outcome that they want.

Catharina Joubert  20:03

Yeah. And just to add one thing that I’m I realized is, and this is what a hot thing, but it’s not people don’t care about what you do they care about the value you offer. So that’s the thing, you just focus on that.

20:18

Hey, this is Elizabeth McIntyre. I’m the CEO of thinkbook, Australia, host of our podcast and leader of amazing humans. I’m on the inside of we are podcast members, or as we like to call it the way Emily, if you are thinking about growing that business using your podcast and your online presence, come join us on the inside. I would love to meet you, James and Ronsley. Coaches to get those recurring results in our business. If you want that roadmap, which we all follow to get those recurring results, you can download it@roadmap.we are podcast.com. Now back to the show.

Ronsley Vaz  20:57

I want to see whether Heather can talk and speak Heather. I am definitely

Heather  21:01

capable of talking and speaking, however, my technology sometimes is like, hi, I manifested this room, I feel like all of my things have been coming together this week. And I’m like, Oh, I really don’t know how to like monetize my podcast, like I really don’t. So I’m one of those person that starts with the end goal and works on my way back. So I need to understand how to monetize and brand according to who I am, like Anna was saying, but who I am is so complex that I like I don’t know who to pick it trust with that process. So that’s one of my problems. And then the other thing is, is I just have to record episodes. Other than that, like on gold.

Ronsley Vaz  21:45

Sorry, how there was Eric question is that you want to start from a spot? What’s the main thing? Do you want to wrap? Let’s let’s talk about the first bit like you want to put all your words together in a little package and brand yourself. Is that the first question? Yes, anyone want to take that?

James Whittaker  21:59

I think anytime you’re outsourcing something, the end result is only going to be in almost every case as good as the brief that you provide. And that might not be being super specific exactly on what it is you need. Even if you’re not super clear on what it is that you want back. You can also provide examples of reference sites, reference logos, colors and things that you identify with or that you like there’s a whole bunch of different things out there that you can provide have a bit more direction, and make something super specific. Because if your brief is too vague, it doesn’t matter whether your briefing a branding project, or anything else, a very specific brief with what you’d like makes a really big difference.

Holly Shannon  22:34

Heather, one of the things that I have taught people to do is go back to the elevator speech. And if you were to get on an elevator on the 25th floor with who you believe to be your perfect client, and you had all of about 30 seconds to a minute from when you close the doors on that elevator, until you get to the lobby, and it was your one opportunity to sell your business however it is you wanted to sell it. If you could refine it down. What would it be so when the doors open? In the lobby, you literally are shaking hands with that person saying, I will be in touch on Friday or whatever. So if you could work on that, and start small that way, you will whittle down who Heather is and what Heather is looking to sell with her business. You will refine it and refine and just keep thinking about them in the elevator. This is my one shot, what am I going to say that by the time we open the doors, the deal is done. That would be my suggestion.

Heather  23:40

So honestly, Holly, every person that I come in contact with, I tell them this, like I’m like I am a creator, I am working on a book, like I’ve gone through a lot of trauma, and I’ve done a lot of healing. So I’m lucky to work with people like that, like I like to talk I can discover a wide variety of topics. I’m like, everybody’s been telling me for years that like when I have a podcast, or I have a podcast, I’m just like, I don’t know, because I don’t like it when people judge me like to be completely transparent because I live in a small town and I just don’t want to hear their small town bullshit, basically. And I just like, I have big opinions. And I want to share them but I don’t want to do it where like Susie next door is like, you know what I mean? I do,

Holly Shannon  24:22

Heather, but this is what I will tell you a podcast gives you a global footprint. So I’m in 77 countries, I’m sure Ronsley is in 125 Maybe Anna is in 177 countries, your voice will have a global footprint, long past Suzy down on 25 Made in lane by you. What I will say is you described who you are as a creator and somebody with big ideas, but I don’t know what your podcast is about. I still have no idea what it is you’re specifically talking about on your podcast. So I think you need to think about well what are my big ideas As and what are the things that I really feel in my heart that I want to talk about on a regular basis because we also don’t want you to go into pod fade where after to seven to 10 episodes you’ve burned out, and you’re not interested in talking about anymore. So you need to whittle it down to not just the wonderful things about Heather, but what specifically does Heather want to talk about?

Ronsley Vaz  25:22

Well, I was just going to add to that, that pot what Holly so just listening to Heather, there, Heather, there are a couple of things I feel like saying one is, unfortunately, when we say the things that we want to say with our opinions that are going to be people, whether we like it or not, that are going to say things about those opinions, whether they’re good things, bad things, or anything in between things. And it is important for us as people that use our voices to voice our opinions to be able to refine our opinions based on on us putting those opinions out now saying that if there is an opinion that comes through that you don’t feel is relevant, ignoring it, or learning to ignore it, which by the way, is not easy at all, I totally understand the emotion behind what you’re feeling. I just want to say that there is no getting around necessarily even whether it’s a small town or globally, I suppose. So that’s the first thing I want to say. And the second thing I want to say is, I feel like the reason probably that you haven’t started a podcast yet is because you’re trying to find how to package it all together in a consistent way that you can actually show up regularly and have a show that actually attracts people and listening to you, I can tell because I’m a very similar and I’m a very, I’m a creative person, I’ve done all these things. And I want to tell people, Hey, I’ve got all this stuff for you. And I just confused them, because they just don’t know how I can really help because I’ve not addressing who it is I am. So you mentioned something in your conversation there about trauma, and you want to help people like that. And I feel starting from that space, the space of you, and your truth is probably the best spot to start. So if you had conversations around that and your truth, what would that sound like any any of this landing?

Heather  27:11

Yeah, that’s actually exactly where I’m at. I’ve been reaching out to other people who are getting their businesses started. And like they’re trying to grow that. And I like talking by myself and discussing my own opinions. But my favorite thing is hearing other people’s perspectives, because I feel like we only get to experience life through our eyes and our experiences. And so I feel like when you open yourself up to being vulnerable and sharing about yourself with other people, that allows the space for them to become vulnerable with you. And then you can have safe discussions and talk about things that people don’t really like to talk about. So that is what I want my podcast to be about.

Ronsley Vaz  27:49

Sounds perfect. And there’s a there’s a good friend of mine has written a book. And in that book, the quotes that I keep referring back to his greatest gift lies next to our deepest pain or deepest wound. So use that and have conversations with people that have probably gone through something similar. And then you can probably link that back to your service in some way, which is probably a life coach, if I’m correct. That’s so

Heather  28:10

funny. I think I have several different purposes, which is why I can’t pick a niche because I can help so many different people in so many different ways. That’s why Okay, so I heal through travel and conversation. Every time I go somewhere, I meet somebody that I connect with. And like Holly was saying, you know, the elevator pitch, I’m like, well shoot that’s everyday for me. And I landed every time and I’m getting all these followers on social media, and I don’t have an email list to direct them to because I’m like, oh, like, I don’t know, it’s just like, it’s literally like the technical thing. And like my ADHD, being like, I’ll go sit down to do it. And then I’m like, I just, if somebody would just do it for me. And it’s just done. Like, I just want to pay somebody like, you know what I mean?

Anna Vocino  28:51

I would like to chime in here because Heather, I feel you really hard right now, hopefully these will be some actionable bits. And that is number one. I heard this from a voiceover coach eons ago when I was first getting started in the business because I can do a bajillion different voices. And she said, calm down. And she said turn wide once you get inside, which is basically get your foot in the door do ended up obviously that applies to a performance thing. But get your foot in the door doing one thing really well and then show that you can do all these other things. And sure enough, I have gotten many opportunities that go on wide, being able to use a wide variety of voices in animation and video games and not just doing my straight up normal American announcer voice right now. Then when I decided well, I’m going to really grow this low carb cookbook thing and be a podcaster Yes, podcasting is the bridge for me to use my voice to help people right from just using the voice from a performance perspective to using it to actually help people so the podcast is the bridge of using my voice to put my message out there. But I had a really hard time figuring out what is the next thing that I should be doing what is the thing is does this even make sense? Who What does it do? It doesn’t make any sense of voiceover actor who’s also a comic who also writes recipes seems very like a disparate set of skills to have. And the thing is, you have to just get done that day, what you can get done. So if it’s connecting with somebody, and blogging or doing the podcast, or whatever it is, you have to pick the thing that you’re most inspired to do in that moment on that day and get that thing done. Now, could you use some thinking time to sit and like, look and say, Okay, what’s the top direction that I would like to go and what inspires me what makes me feel the most excited because you’re going to need that excitement to carry you through, like what Holly mentioned, the pod fade. Or Michael Hyatt he calls it the messy middle, which is basically any project just starts to suck after a little while, and you have to reach that inspiration, he’s a carry through. So just know that like, what you’re feeling at the beginning of this is very normal. And I liked that there are more examples out there in the world of people who have brains like all of ours that like we have a wide skill set, and a wide set of messages where we want to help people and reach out. And we have the ability now to have a bajillion different platforms in which to do that. But it can result in a creative person being completely shut down and overwhelmed. So that’s the thing that you have to go Hold on. What is the one thing that I’m inspired to do and sit with that question, and see what comes up, because it’s just the natural order of things that you will be inspired to do the same, but you gotta give yourself that space, because you can’t be in the space of being overwhelmed, and shutting down. And like, I want to share all these things, because then you become like a bipolar. We’re like baba, baba, baba, you get manic, I’m gonna do this, I’m gonna do this, I’m gonna do this. And then you then you completely shut down and get pod fade, and you become the depressive part of it. And so you just have to take it bit by bit and take that day’s inspiration, along with the thinking time, you’re going to do to call it down to one step first, and then you turn wide. Once you’ve established that,

Ronsley Vaz  31:41

that is gold. And Heather, you got a lot of tips, yes, I want to be able to hear Dr. Ray’s voice, but I’m going to give you a final tip. This is what we do with our clients, when they come in, and they had the exact same problem, we narrowed their niche. So this is what you’re going to do, you’re going to pick three types of people that you think are going to be your people, just three types of people, just a short description of who they are. And then you got to ask three questions. The first question is, do you like them? Alright, you answer that question for all of them. The second question is, can you help them? Can you get them results? Right? And you answer that question for all of them. And then the last question you asked is will they pay? So you ask those three questions for those three different people that you’ve picked. And I promise you, you will be able to narrow your niche. And you will know that there’s one certain type of person that you like, that you’re passionate about, you can help you can get them results, and they will pay and you can get profit, and you can do your next thing. I hope that helps. Oh, my

Heather  32:33

gosh, you have no idea what you just did. You just opened that date for me. Thank you.

Ronsley Vaz  32:38

You’re very welcome. Good to have you here. Good to hear your voice. Dr. Ray. So you’ve been waiting for long. I would love to hear your voice.

Ray  32:44

Wormsley. Thank you for the opportunity to speak. Yeah, it was in response to others question and Holly and Anna and James’s response. It’s been said 1000 times you may have heard it before. But I often just say three things to clients name, game and aim in terms of getting some coherence. And now you’ve talked about the process of segmentation, targeting and positioning in regards to every market as it segments, you can’t serve all of them. Target the ones you think as you’ve suggested, there are really three of them. And then position yourself in in a way that you can serve the needs and wants of that particular audience, which is your niche. But what I came on originally to say was for Heather, just select a name, decide what your game is what you’re gonna be talking about. And then ultimately, your aim is your why question. Why are you doing all of this? Thank you for the opportunity.

Ronsley Vaz  33:30

Great to hear your voice Great to have you chime in to the conversation. Ladies and gentlemen, this is us. We do this every week podcasting for businesses, we’ve got a next few already scheduled. So go to the psychology of entrepreneurship club. And you’ll see the next three maybe already in schedule on the topic. So please join us. We love to hear your voices. So if you have questions around your podcast and around business, you know we love this stuff, as you can tell. But as always, this is really cool to do. Follow a whole bunch of these speakers because they’re amazing. Thank you, team. Thank you for doing this. Thank you for indulging me in my little experiment and showing up every week. I really appreciate it.

Shawn Walchef  34:06

My name is Sean Walter fire on Cali barbecue media and Spring Valley, which is in San Diego, California. We’ve been a barbecue brand and media brand for 13 years and I host a podcast called Digital hospitality. I’ve been doing that since 2017 weekly show every Thursdays and then we’re soon to launch our second podcast called restaurant influencers. And that is in partnership with Entrepreneur Magazine and Yelp. So we’re super excited about that opportunity and happy to be in the room. Everyone

James Whittaker  34:34

great to Great to be here with you all. I host a podcast called wind today with James Whitaker, which has been going now for about three years, which has been great fun enabled me to reconnect with people I already knew and also connect with some amazingly influential people to help me with my own career and all the other goals and things that I have runs and I also have a business where we help business owners scale their business using their podcasts. So looking forward to helping out as much as I possibly can

Holly Shannon  34:57

today. Hi everybody. My name is Holly Shannon. I am host and producer of culture factor and getting ready to launch my new season, the end of the month. And I’m also the author of zero to podcast, and a huge fan of everybody up here on the stage. And thank you Ronsley Because I’ve missed this past couple of weeks. So hi everyone, happy to be here. Because Rina

Catharina Joubert  35:18

was the one I’m really excited to be here. And I host the podcast creators abroad, which investigates question about creator economy, and more importantly, how to make a living as a creator. Incidentally, combined with travel, I am very passionate about creating podcasts and videos for the people. And that’s the business

Ronsley Vaz  35:36

side of things. So the quick introduction,

Bettina  35:38

hello, I love this group, I will do in follow Ronsley and James wherever they go on the biggest fan, okay, so I’ve been in radio forever. That’s what I still do. I also have a podcast called seven figures, Smart Money, strategies for women, being in radio, I just like teaching people and helping podcasters learn everything that we’ve learned and been taught throughout the years. And also because we’re in radio, we help a lot of businesses market themselves. So and a lot of businesses are starting to get interested in podcasting, so we help them as well. And hopefully I can lend some insight and tips today. Okay, good money from Melbourne. I’m well, thanks for having me. So my name is Bettina. And I am a digital storytelling coach. And I’m an ex TV producer and ex educator at university and I combined both skills now to teach you how to teach digital storytelling. So that’s my background, I just started a podcast called Digital dolphins pot cars selling with dolphins in the Digital Ocean. And I’m pretty new to this audio size. And I’m very excited to be here. So thanks for having me. And it’s always great to be here.

Ronsley Vaz  36:42

Thank you. All right. So you still till the end, you found this useful, and you have a business. And, Paul, you have a podcast and a business. And you kind of want to make it work for you and grow your business using this podcast will you know what, that’s something that I have helped 1000s of people do and 1000s of businesses doing different forms, through an agency in a one on one fashion through a conference in a group and obviously courses and stuff. So please, I want to be able to give you something that you can use to get recurring results in your business using a podcast. We call it the recurring results roadmap. It is years of putting this in practice. It is the blueprint to get results in recurring results using our podcast if you’d like that, send me a message ronsley@gmail.com I want to hear from you. I want to hear your voice or want to hear from us. If you’ve listened to this and you want that roadmap, please send me an email ronsley@gmail.com I want to hear from you. Much love. I’ll see you in the next episode.

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