Marcus: 00:00:00

I've only shared less than five, and everybody just thinks I'm gonna share.

Marcus: 00:00:05

I'm not gonna share.

Marcus: 00:00:07

I'm not gonna share.

Marcus: 00:00:10

And people say that's selfish.

Marcus: 00:00:11

No, it is not selfish.

Neal: 00:00:14

As a podcaster, one of the biggest challenges is marketing, the

Neal: 00:00:18

marketing of your podcast episodes to get people actually interested

Neal: 00:00:22

in them, because let's face it.

Neal: 00:00:24

Most of us are not.

Neal: 00:00:26

We're not interested in yours.

Neal: 00:00:28

We're not interested in your best mates.

Neal: 00:00:30

We're only interested in the episodes that specifically speak to us as an

Neal: 00:00:35

individual consuming podcasts, and that can be bloody frustrating, particularly

Neal: 00:00:41

when you are going to all this effort to put this content together just

Neal: 00:00:44

for people to largely ignore it.

Neal: 00:00:46

So in this episode, we are gonna be speaking to a marketing

Neal: 00:00:49

expert about the best ways of marketing your podcast episodes.

Neal: 00:00:56

We're talking to Marcus Sheridan, author of They Ask You Answer

Neal: 00:01:01

and all round marketing God!

Neal: 00:01:06

Before we get into this episode, this podcast, The Podmaster - helping

Neal: 00:01:10

you to attain pod mastery, it's really all about that.

Neal: 00:01:13

It's about helping you to get better at podcasting and get the results that you.

Neal: 00:01:19

So let me lift the curtain on one of the many tools that I use behind the

Neal: 00:01:24

scenes to get the results that I'm getting, both for myself and my clients.

Neal: 00:01:29

One of those tools is something called podkite.

Neal: 00:01:32

Now, in case you don't know what Podkite is, it is a tool that you can use to

Neal: 00:01:35

not only track what your episodes are doing, how they're ranking in the charts.

Neal: 00:01:42

The reviews that you are getting as well as who's listening, not only that, but it

Neal: 00:01:49

creates simple links for you that you can share with your social media followers.

Neal: 00:01:54

And on your website pages so that when someone clicks on them, the podcast

Neal: 00:01:59

episodes that you are promoting will open natively in those specific apps.

Neal: 00:02:04

And I've got a special offer for you if you are interested in checking this out.

Neal: 00:02:09

If you wanna get a hold of podcast with 10% off, then you can do so

Neal: 00:02:13

with my special discount offer.

Neal: 00:02:15

All you need to do is go to podknows.studio/podkite

Neal: 00:02:20

Let me know how you get on with it.

Neal: 00:02:30

All right, let's get on with the show.

Neal: 00:02:35

If you've not read, they ask you answer a book all about using your website

Neal: 00:02:41

to directly market what it is that you are doing to your ideal customer.

Neal: 00:02:46

Then let me just give you the cliff notes.

Neal: 00:02:48

Marcus Sheridan, the they ask you answer guy is known for having a

Neal: 00:02:54

worldwide bestselling book, which literally answered that question.

Neal: 00:02:59

How do we answer the questions of people coming to our website?

Neal: 00:03:02

But Marcus is an all round marketing guru and a legend.

Neal: 00:03:06

He knows exactly what you need to do in order to get attention for your industry.

Neal: 00:03:12

Or business.

Neal: 00:03:13

So who better to ask for the secrets to getting attention for

Neal: 00:03:17

your podcast and its episode?

Neal: 00:03:20

We covered quite a bit of ground in this chat, including Joe Rogan.

Neal: 00:03:24

What makes him so special and why does everyone else hate him?

Neal: 00:03:27

I mean, duh.

Neal: 00:03:28

And also how you can get attention for your podcast episode so that

Neal: 00:03:33

people actually want to listen to it.

Neal: 00:03:36

All right, let's get into it.

Marcus: 00:03:40

I, the most classic in the world for this space here is Joe.

Marcus: 00:03:45

Well, Joe Rogan, politically is all over the place.

Marcus: 00:03:48

But because he gets more viewers than the mainstream media.

Marcus: 00:03:54

On average per episode, they just lose their mind.

Marcus: 00:03:58

What Joe is doing it so interesting.

Marcus: 00:04:01

If you look at it without emotion, which by the way folks, you gotta

Marcus: 00:04:04

learn to look at things and take away your dang stinking emotions about how

Marcus: 00:04:09

you feel about stuff and just look at it and say, Why is that successful?

Marcus: 00:04:13

This is what makes smart business people.

Marcus: 00:04:16

You'll look at something and you say, Okay, what's he doing?

Marcus: 00:04:19

Okay, what is Rogan doing?

Marcus: 00:04:20

He has people of all.

Marcus: 00:04:23

Like types on there, all beliefs on there, and he just asks questions and he talks

Marcus: 00:04:30

to them like he's at the coffee shop.

Marcus: 00:04:32

Him and his guests are the only person at the bar and whatever.

Marcus: 00:04:36

They may be smoking a dooby, but still it's the same principle, right?

Marcus: 00:04:40

It's the same principle, which is they're having a relaxed conversation

Marcus: 00:04:44

and he's not passing off judgment on that person, and he's just allowing

Marcus: 00:04:48

them this free space to fully.

Marcus: 00:04:52

Talk without edit.

Marcus: 00:04:53

Can we mimic that same thing?

Marcus: 00:04:55

Well, we can in so many ways.

Marcus: 00:04:58

And should we?

Marcus: 00:04:59

Therefore, going back to the original question, should we

Marcus: 00:05:02

therefore talk about our competitors?

Marcus: 00:05:03

I absolutely think we should.

Marcus: 00:05:05

We should not talk negative about them.

Marcus: 00:05:08

You do have to be aware though, that as you become a thought leader of your

Marcus: 00:05:11

space, and not just talking about your competitors, but all the things that I

Marcus: 00:05:14

teach and they ask you answer because, When people embrace this framework of

Marcus: 00:05:19

they ask you answer, they do become that salt leader of their space.

Marcus: 00:05:22

It just happens when you follow the system.

Marcus: 00:05:24

Well, that puts a target on your back because people get jealous of the

Marcus: 00:05:27

fact that everybody's reading your stuff and they're learning from you

Marcus: 00:05:31

versus learning from your competitor.

Marcus: 00:05:33

So therein lies to catch 22 about it.

Marcus: 00:05:36

But I'll take that all day long.

Marcus: 00:05:37

At the same time, I've had many of my competitors thank me before they

Marcus: 00:05:41

said, Hey, I just wanna thank you for including me in that best of

Marcus: 00:05:45

article that you did, or whatever that, whatever that thing is, right?

Marcus: 00:05:48

And so that's how you become the lynchpin of your space.

Marcus: 00:05:51

That's what I wanna be.

Marcus: 00:05:53

If there's a conversation happening in a space that I'm part of, I

Marcus: 00:05:57

wanna be a part of conversation.

Marcus: 00:05:59

If somebody has a question of worry, of fear and issue a concern, I wanna

Marcus: 00:06:02

be the one they're learning it from.

Marcus: 00:06:04

And I do not ever veer from that.

Marcus: 00:06:08

That's the target.

Marcus: 00:06:10

So that's why we don't have to debate about talking about the competition,

Marcus: 00:06:14

and that's just the way we do it.

Marcus: 00:06:15

And also when you do it, it just makes people say, Son of a gun.

Marcus: 00:06:20

Look at this company.

Marcus: 00:06:22

They're just willing to do it.

Marcus: 00:06:23

I mean, they're just willing to put it out there.

Marcus: 00:06:25

Love these guys.

Marcus: 00:06:26

I wish everybody was like this.

Marcus: 00:06:28

They've got stones.

Marcus: 00:06:30

They are not afraid and people want to do business.

Marcus: 00:06:35

With businesses like that,

Neal: 00:06:39

businesses that stand for something, isn't it?

Neal: 00:06:41

It's like you've, you've got an identity, you've got a personality.

Neal: 00:06:44

You, you are more likely to be someone that someone's gonna connect with on a

Neal: 00:06:48

personal level if they know what you're about, rather than, Oh, these guys

Neal: 00:06:52

are really corporate and they don't really sort of ever give anything away.

Neal: 00:06:54

Do we trust them?

Neal: 00:06:55

I, I totally get that.

Neal: 00:06:56

I think that's spot.

Neal: 00:06:58

You touched there on Joe Rogan, and I don't wanna make this about Joe Rogan

Neal: 00:07:01

because obviously Joe Rogan is, you know, he's the pedestal podcasting essentially.

Neal: 00:07:05

He's one of the most successful broadcasters and podcasters, if you

Neal: 00:07:09

wanna put it in sort of all under the same umbrella of all time.

Neal: 00:07:12

There's.

Neal: 00:07:13

As you mentioned, there's a lot of jealousy towards Joe Rogan, and one

Neal: 00:07:15

thing I've noticed is a real narrative and not just among sort of what

Neal: 00:07:19

I would call the indie podcasters and the low level podcasters, but

Neal: 00:07:23

even some of the bigger brands.

Neal: 00:07:25

You know, there, there's a lot of digging and, and griping that goes on against Joe.

Neal: 00:07:29

What can Indie podcasters do?

Neal: 00:07:31

To really just sort of get above that and stop thinking of themselves,

Neal: 00:07:36

almost like in a negative way of, Oh, we're only indie podcasters.

Neal: 00:07:39

Cuz that seems to be quite a narrative that's going on where people are saying,

Neal: 00:07:42

we really, you know, it's not fair.

Neal: 00:07:44

They get all the, all the success, all the celebrities straight

Neal: 00:07:47

in the upper podcast, top 200.

Neal: 00:07:48

Not that really matters anyway.

Neal: 00:07:49

But you know, there is that narrative.

Neal: 00:07:51

What would you say to people like that, that concern

Marcus: 00:07:53

themselves?

Marcus: 00:07:54

Man, this happens in every single space.

Marcus: 00:07:57

And every walk of life and every industry and every field, the ones that are

Marcus: 00:08:03

not getting as much attention, many of them, for lack of a better phrase,

Marcus: 00:08:07

piss and moan all day long about the fact that they're not getting the

Marcus: 00:08:11

attention they think they deserve.

Marcus: 00:08:13

If you wanna rise above it all, the marketplace will lead you to that point.

Marcus: 00:08:18

I have never seen in the history of the world complaining lead someone

Marcus: 00:08:23

to become a true leader of their space like we're talking about.

Marcus: 00:08:28

We just have to go and we gotta do something.

Marcus: 00:08:31

Let me, lemme give an example.

Marcus: 00:08:33

I speak, I speak professionally.

Marcus: 00:08:35

I've done it for 10 years.

Marcus: 00:08:37

And when I first got speaking, everybody said to me, Yeah, if

Marcus: 00:08:41

you can get a speaker's bureau to represent you, you're just gonna

Marcus: 00:08:44

like, man, it's what it's all about.

Marcus: 00:08:46

And so I'm thinking, man, it's all about having, I gotta have a speaker's bureau.

Marcus: 00:08:50

I gotta be represented by a bureau.

Marcus: 00:08:52

And then I was thinking, why am I not represented by a bureau?

Marcus: 00:08:55

Nobody's calling me.

Marcus: 00:08:56

How can they're not calling me?

Marcus: 00:08:58

Boohoo?

Marcus: 00:09:00

I was becoming quite successful and still no bureaus were calling.

Marcus: 00:09:07

And I was like, What's wrong with me?

Marcus: 00:09:08

Why are they not calling me?

Marcus: 00:09:10

And it was this continuous cycle.

Marcus: 00:09:12

And then one day, and I'm just gonna be very honest here, because

Marcus: 00:09:15

I don't know any other way, one day.

Marcus: 00:09:19

I had looked down at my numbers and I said, Huh, I've done a

Marcus: 00:09:24

couple million dollars in speaking and I've never used a bureau.

Marcus: 00:09:30

Maybe I don't need a bureau.

Marcus: 00:09:31

Shut a gun.

Marcus: 00:09:33

And then I stopped.

Marcus: 00:09:34

No stop.

Marcus: 00:09:35

I stopped thinking about stupid speakers bureaus.

Marcus: 00:09:38

In fact, today, if y'all bureaus call me, I don't wanna talk to you.

Marcus: 00:09:41

I don't want you to represent me cause I'm freaking awesome on my.

Marcus: 00:09:45

You see what I'm saying?

Marcus: 00:09:46

Yeah.

Marcus: 00:09:47

What good did it do me to Boo who all those years it didn't do me any good.

Marcus: 00:09:53

And so it's so much like more fulfilling.

Marcus: 00:09:57

It's like, what?

Marcus: 00:09:58

What?

Marcus: 00:09:58

You don't need those.

Marcus: 00:09:59

If the internet has taught us anything, it's that.

Marcus: 00:10:03

We don't have to be on the conveyor belt that we were told was necessary

Marcus: 00:10:08

in order to attain the success that everybody else in our space did.

Marcus: 00:10:13

You can do it your own stinking way.

Marcus: 00:10:16

And isn't that awesome

Neal: 00:10:19

with particular reference to podcast, is it, what should they

Neal: 00:10:22

be doing to get more attention for their podcasts because they,

Neal: 00:10:26

Everyone's got an answer to this, Even myself, I've got all the answers.

Neal: 00:10:30

But I'm asking you now.

Neal: 00:10:32

You answer.

Neal: 00:10:32

There you go.

Neal: 00:10:33

We're on Brad.

Neal: 00:10:33

How can I get more listeners to my podcast?

Neal: 00:10:36

Marcus,

Marcus: 00:10:36

let me just give you a couple things that, uh, for, you know, I've

Marcus: 00:10:41

obviously, as someone that gets asked to be on podcasts all time, why do I say yes?

Marcus: 00:10:48

I say yes when I can tell they truly know me, know about me.

Marcus: 00:10:58

Have made an effort to have some type of legitimate connection with me.

Marcus: 00:11:02

If somebody ever contacts me for a podcaster, they're immediately off

Marcus: 00:11:06

the list, All right, burn, gone.

Marcus: 00:11:08

Now, if somebody reaches out to me, but they don't say anything specific to me

Marcus: 00:11:13

about why, In other words, if it sounds like it's a LinkedIn connection request

Marcus: 00:11:18

and not an actual podcast invite, I'm out.

Marcus: 00:11:23

You know that LinkedIn connection request.

Marcus: 00:11:25

Hey, it looks like we have a lot of similarities.

Marcus: 00:11:27

Let's be friends.

Marcus: 00:11:29

Right?

Marcus: 00:11:29

So now I'm out.

Marcus: 00:11:31

I'm out on that person.

Marcus: 00:11:33

But if somebody says something to me that makes it clear that they know my

Marcus: 00:11:38

story and they like my story and like, Look, I'm on the show with you now, Neal.

Marcus: 00:11:45

And why?

Marcus: 00:11:45

Because we developed a relationship through LinkedIn.

Marcus: 00:11:48

You did the work.

Marcus: 00:11:49

I want it to come on your show.

Marcus: 00:11:51

I feel an obligation towards you because you have invested in me.

Marcus: 00:11:55

Those that haven't invested, I don't feel the need to invest back.

Marcus: 00:11:59

Now, what are some, some other things I think they do wrong

Marcus: 00:12:02

that could help them stand out?

Marcus: 00:12:05

Well, I'm not the type of guy that promotes podcasts even on my own.

Marcus: 00:12:09

Why?

Marcus: 00:12:10

Well, you know, my linked.

Marcus: 00:12:12

My LinkedIn is like 99% give 1% promote.

Marcus: 00:12:17

So if I'm doing a podcast a couple times a week, let's say if I'm on somebody's

Marcus: 00:12:22

podcast a couple times a week, that would mean that I would burn that

Marcus: 00:12:29

post from that day promoting some cool thing or some podcast that I was on.

Marcus: 00:12:36

So I'm not gonna promote it.

Marcus: 00:12:38

But what would I promote?

Marcus: 00:12:40

Let's say somebody like yourself, there's a couple rants that I'll go on today.

Marcus: 00:12:46

Just naturally, you bring them out on me.

Marcus: 00:12:49

If you send me a clip of a rant that's perfect for social media,

Marcus: 00:12:53

the chances that I share that now have dramatically escalated.

Marcus: 00:12:58

So in other words, take the extra time.

Marcus: 00:13:02

To create the greatest bits, right set of greatest hits, greatest

Marcus: 00:13:07

bits of that podcast episode.

Marcus: 00:13:09

Send it to the person as a thank you packaged in a way that could

Marcus: 00:13:13

share it online, and now all of a sudden, I will actually share that.

Marcus: 00:13:19

The few times I will share something for myself on a podcast is when.

Marcus: 00:13:26

They created something for me and I've been on like obviously probably

Marcus: 00:13:30

somewhere between 500,000 episodes of something at this point, and

Marcus: 00:13:35

I've only shared less than five, and everybody just thinks I'm gonna share.

Marcus: 00:13:39

I'm not gonna share, I'm not gonna share.

Marcus: 00:13:44

And people say That's selfish.

Marcus: 00:13:46

No, it is not selfish because if you think it's selfish, you don't

Marcus: 00:13:50

understand anything about branding and you certainly don't understand

Marcus: 00:13:53

anything about social media because we all know that person that all they

Marcus: 00:13:57

do all day long is promote their crap.

Marcus: 00:13:59

I'm not that person, which is why people pay attention to my

Marcus: 00:14:02

stuff, which is why I've got a very loyal audience on LinkedIn.

Marcus: 00:14:07

I'm on one stinking platform, LinkedIn.

Marcus: 00:14:12

That's where I do my stuff.

Marcus: 00:14:14

So I've got an agency about 70 employees, and we're doing all this

Marcus: 00:14:19

different type of stuff, and they're constantly saying, Hey Marcus, will

Marcus: 00:14:22

you promote this event we're doing now?

Marcus: 00:14:24

This is my company, my company.

Marcus: 00:14:26

They're saying, Hey, Marcus, will you, will you promote

Marcus: 00:14:28

this event on your LinkedIn?

Marcus: 00:14:30

I'm like, So what's the story?

Marcus: 00:14:33

What, what?

Marcus: 00:14:34

I mean, what's the.

Marcus: 00:14:35

If you don't give me a story, that's cool.

Marcus: 00:14:38

I ain't promoting my own event.

Marcus: 00:14:40

Maybe you show me a video of some person that's talking about how their

Marcus: 00:14:44

life changed because they came to that event last year and people watch and

Marcus: 00:14:47

say, Man, that's an amazing story.

Marcus: 00:14:49

That's so cool.

Marcus: 00:14:50

I can do that.

Marcus: 00:14:51

And then the promotion of the event gets thrown in.

Marcus: 00:14:54

That's part of it.

Marcus: 00:14:55

Okay, I'll buy, but I'm not promoting for the sake of promotion.

Marcus: 00:15:00

Screw that.

Marcus: 00:15:01

No sir.

Marcus: 00:15:02

No, no, no, no, no.

Marcus: 00:15:04

Stop.

Marcus: 00:15:05

Eventually my team's like, Oh, so we had to have a story.

Marcus: 00:15:08

Yes, we gotta have a story.

Marcus: 00:15:10

No story, no post.

Marcus: 00:15:13

I have a business partner at Impact.

Marcus: 00:15:15

We say, with all of our social content.

Marcus: 00:15:19

Would Marcus want to post this?

Marcus: 00:15:22

That's the litmus test.

Marcus: 00:15:24

That the company now uses.

Marcus: 00:15:28

Whereas before it wasn't as thoughtful.

Marcus: 00:15:31

Now it's very thoughtful trying to tell a story.

Marcus: 00:15:35

So hopefully I know that we, The original question was, what can they do?

Marcus: 00:15:40

Well, to me it's about what I said with your guests.

Marcus: 00:15:44

Show them that you know them.

Marcus: 00:15:46

Do the dirty work on the front.

Marcus: 00:15:48

To build the relationship and don't complain and say it's

Marcus: 00:15:51

impossible cuz it's very possible.

Marcus: 00:15:54

By the way, the whole complaining and the negative, and I'm a victim.

Marcus: 00:15:57

It never works when it comes to building your brand.

Marcus: 00:16:00

Just let that dumb stuff go and.

Marcus: 00:16:05

Live in the solution.

Marcus: 00:16:06

Figure out better ways that that guest can promote your stuff.

Marcus: 00:16:10

I'll get a little bit meta for a second.

Marcus: 00:16:13

I teach a lot of sales people and do a lot of sales training.

Marcus: 00:16:18

One of the questions I like to ask sales professionals are, is

Marcus: 00:16:22

this, would you consider yourself.

Marcus: 00:16:26

Effective with asking questions, and most of them say, Yeah, I would say

Marcus: 00:16:32

I am pretty good at asking questions, and that's because they can ask the

Marcus: 00:16:35

questions that are on the script, but then we test them on their ability

Marcus: 00:16:40

to ask questions, and suddenly they realize, Oh my gosh, I'm not nearly as

Marcus: 00:16:46

good at asking questions as I thought.

Marcus: 00:16:48

And so what's one way that you can do this?

Marcus: 00:16:51

There's lots of different tests that you can give to yourself and to others to

Marcus: 00:16:56

see, am I really good at asking questions?

Marcus: 00:16:58

Because obviously if you're going to be a great podcaster, you have

Marcus: 00:17:03

to learn to ask better, deeper questions than everybody else.

Marcus: 00:17:07

And so you have to learn to think in the form of a question, right?

Marcus: 00:17:12

And you can do different exercises on this.

Marcus: 00:17:17

But let me give you an example for your listeners if that's okay with you.

Marcus: 00:17:20

Neal, please.

Marcus: 00:17:21

An example of an activity, and this is something that I do as sales teams,

Marcus: 00:17:25

but you can do, I do it with like managers, leaders, things like that, and.

Marcus: 00:17:30

There's this activity I like to do with companies called the Question Only Game.

Marcus: 00:17:34

And so oftentimes when we get a question, we just tend to answer it, right?

Marcus: 00:17:39

And the problem with that is it never induces any self discovery in our

Marcus: 00:17:43

audience because we wanna sound smart.

Marcus: 00:17:45

So we just, we, we know the answer.

Marcus: 00:17:46

So we answer it.

Marcus: 00:17:47

No transformation occurs.

Marcus: 00:17:50

So how do we, how do we lead to transformations?

Marcus: 00:17:53

Well, it starts with you thinking in the form of a question.

Marcus: 00:17:57

Now this game exaggerates it.

Marcus: 00:17:58

You might.

Marcus: 00:17:59

You might not communicate like this on a day to day level, but it helps you

Marcus: 00:18:04

start to think in the right praying.

Marcus: 00:18:06

And so the question only game works like this.

Marcus: 00:18:09

Here's the activity.

Marcus: 00:18:10

You're gonna ask me a question.

Marcus: 00:18:13

Now I'm only allowed to answer your question by asking you questions

Marcus: 00:18:22

until the point when I'm able to say that's exactly what it.

Marcus: 00:18:27

So it'll be a what is question.

Marcus: 00:18:30

So let's just use a silly example.

Marcus: 00:18:31

All right.

Marcus: 00:18:32

Let's, uh, for the sake of this conversation, let's use

Marcus: 00:18:35

what is content marketing?

Neal: 00:18:36

Marcus, what is content marketing?

Neal: 00:18:39

Ooh, I

Marcus: 00:18:39

love this question.

Marcus: 00:18:41

So, have you ever bought anything, Neal, where you found a website about it and

Marcus: 00:18:48

you kept going back to that website over and over again to learn about that thing?

Marcus: 00:18:54

All the time now, what was it about that website that made you keep coming back?

Neal: 00:19:03

Indecisiveness, but thinking I wanted it.

Marcus: 00:19:07

Yeah.

Marcus: 00:19:07

And so what was the, what was the information that that website was

Marcus: 00:19:13

talking about that other websites didn't necessarily talk about with

Marcus: 00:19:17

respect to that product or service?

Marcus: 00:19:20

It was

Neal: 00:19:20

giving real life use cases.

Marcus: 00:19:23

Okay, use cases.

Marcus: 00:19:25

Real life.

Marcus: 00:19:26

What does real life mean in this context?

Marcus: 00:19:28

Like what do you mean by How did you know they real life?

Marcus: 00:19:29

What does that

Neal: 00:19:30

mean?

Neal: 00:19:30

As in they were demonstrating using it on video or in audio format as well.

Neal: 00:19:36

If it was a

Marcus: 00:19:36

microphone, they were truly demonstrating it.

Marcus: 00:19:39

You could see it.

Marcus: 00:19:40

What else did.

Marcus: 00:19:42

They talk about or show you or address that other websites didn't

Marcus: 00:19:46

necessarily talk about or address with respect to that product?

Marcus: 00:19:50

Who the

Neal: 00:19:51

ideal customer for that product would be.

Marcus: 00:19:53

Okay.

Marcus: 00:19:54

Who the ideal customer was.

Marcus: 00:19:56

Great.

Marcus: 00:19:56

All right.

Marcus: 00:19:57

What else did they address?

Marcus: 00:19:58

Any other information that you wanted that they gave you?

Marcus: 00:20:00

Nobody else necessarily gave it.

Marcus: 00:20:02

Pricing.

Marcus: 00:20:03

Fun enough, pricing.

Marcus: 00:20:06

Pricing.

Marcus: 00:20:07

And because they were willing to talk about pricing and because they were

Marcus: 00:20:11

willing to talk about these other things and show you these things, what was the

Marcus: 00:20:15

emotion you felt towards them that you didn't feel towards the other companies?

Marcus: 00:20:19

Trust and that exactly what content marketing is.

Marcus: 00:20:25

I love

Marcus: 00:20:28

. Neal: That's brilliant.

Marcus: 00:20:28

That's great.

Marcus: 00:20:29

Okay.

Marcus: 00:20:29

The shame is only me doing this, but yeah.

Marcus: 00:20:31

Proud of applause

Marcus: 00:20:32

. Marcus: So you see, you see

Marcus: 00:20:36

When people do an activity like that, what happens is they really

Marcus: 00:20:40

struggle because they're just not used to thinking that way.

Marcus: 00:20:44

The problem is we're just not very good at it, and we usually stop early.

Marcus: 00:20:48

So I'm constantly watching recordings of either sales people or.

Marcus: 00:20:51

Or managers or CEOs have one-on-ones or have presentations with people,

Marcus: 00:20:57

and they constantly, as soon as they start to get beyond surface, they

Marcus: 00:21:01

stop and they move to the next thing.

Marcus: 00:21:04

And so because of that, there's never a moment of personal discovery.

Marcus: 00:21:08

There's not a light bulb moment, as we like to call it, with

Marcus: 00:21:11

our audience, with our listen.

Marcus: 00:21:13

And so an example of how you could do this is, let's say I asked you the

Marcus: 00:21:18

question, if you had all the money in the world and you didn't have to work again,

Marcus: 00:21:23

what would you spend your time doing?

Marcus: 00:21:24

Now if you answered that just initially, Neal, what would you

Neal: 00:21:28

say?

Neal: 00:21:28

I'd carry on doing what I do because I love it, but obviously I

Neal: 00:21:31

know that's not the right answer.

Neal: 00:21:33

, Marcus: It's not a wrong

Neal: 00:21:36

The key to this is I'm gonna continue to ask you questions.

Neal: 00:21:40

Now if I keep asking you questions, even to the point of I'm thinking

Neal: 00:21:45

I'm done, but I keep going, then what's fascinating is you always land

Neal: 00:21:50

at a place where you did not start.

Neal: 00:21:52

So lemme give you an example.

Neal: 00:21:53

I've done that question before.

Neal: 00:21:55

Somebody might say, I would travel and here's where we end up.

Neal: 00:21:59

I wanna create very special, unique memories with my loved ones.

Neal: 00:22:05

It's not that they wanna travel, they wanna create special, unique memories

Neal: 00:22:10

with those they care about most.

Neal: 00:22:12

Now the way you know, you've gotten to the core of something, and this is,

Neal: 00:22:18

this is very important for any, any podcaster, but anybody that wants to

Neal: 00:22:22

be world class at asking questions.

Neal: 00:22:24

The way you know you got to the core is either you can clearly

Neal: 00:22:28

feel it as an emotion or you could paint it as a picture.

Neal: 00:22:32

Those are the two indicators that you're there.

Neal: 00:22:35

So notice a minute ago I said, And so because they do those things, what

Neal: 00:22:40

is the emotion you feel towards them?

Neal: 00:22:42

And you said, Trust.

Neal: 00:22:44

That means we're there.

Neal: 00:22:45

We're whole.

Neal: 00:22:45

Now because we've boiled it down, we've boiled a complex thing

Neal: 00:22:49

like content marketing down to one simple word, which is trust.

Neal: 00:22:53

That's how we know we're there, Right?

Neal: 00:22:56

Lots of times if I'm coaching a, an individual or team, I'll have to say,

Neal: 00:23:02

Can I paint what you've, what that person you're talking to just said and they'll

Neal: 00:23:07

say, I guess you can't paint it now.

Neal: 00:23:09

I can't paint it.

Neal: 00:23:09

I can't see it until I paint it or I can see it or feel it as an emotion.

Neal: 00:23:16

We're not there yet, so keep going until I can paint it.

Neal: 00:23:20

It's the same thing as a teacher.

Neal: 00:23:22

If I'm explaining in such a way and they can't paint it, like if I'm telling a

Neal: 00:23:26

story, this is the test for the story, the storyteller, if you can't paint

Neal: 00:23:31

the story, Then you haven't told it.

Neal: 00:23:34

Well.

Neal: 00:23:35

Yeah.

Neal: 00:23:35

So these are simple activities that you can do, simple guides that you can have.

Neal: 00:23:39

And the last thing I'll say about this, here's how you know you're good

Neal: 00:23:41

at questions and asking questions.

Neal: 00:23:45

Because oftentimes when you're talking with someone, they'll say something like

Neal: 00:23:48

this, you know, now that you mention it or you know, now that you put it that way.

Neal: 00:23:56

Or, Hey, I think I know exactly what I need to do.

Neal: 00:24:02

You see, these are all light bulb moments and those that are the greatest

Neal: 00:24:06

communicators in leaders, right, are the ones that induce the most light

Neal: 00:24:13

bulb moments with their audience.

Neal: 00:24:18

Here's a tip to help you get closer to pod mastery.

Neal: 00:24:22

We're talking about target loudness or perceived loudness

Neal: 00:24:26

using a measure called Loves.

Neal: 00:24:29

Now, if you really like acronyms or you want to know exactly what the

Neal: 00:24:32

technical terms of these things that you are doing with your podcast are

Neal: 00:24:35

loves stands for Loudness Unit Full Scale, which essentially is just a way

Neal: 00:24:42

that the industry measures loudness.

Neal: 00:24:45

The entirety of a track.

Neal: 00:24:46

Now you can control the loves measurement of your audio in

Neal: 00:24:50

both Adobe Audition and Audacity.

Neal: 00:24:53

Those are the two main tools that I recommend for

Neal: 00:24:56

recording and editing audio in.

Neal: 00:24:57

Although I'm sure if you were to look at match loudness options or

Neal: 00:25:00

loudness targeting in any of the daws digital audio workstations on

Neal: 00:25:05

the market, I'm sure you'll find a very similar way of controlling this.

Neal: 00:25:10

Google it.

Neal: 00:25:11

For the purposes of this episode, I'm gonna talk you through how to do

Neal: 00:25:14

it in Adobe Audition and Audacity.

Neal: 00:25:17

If you're in Adobe audition, it's really simple.

Neal: 00:25:19

Just go to window and make sure that the match loudness option is ticked.

Neal: 00:25:25

You'll then see this in one of the pains on your layout.

Neal: 00:25:29

Click match loudness.

Neal: 00:25:31

Hit match loudness settings.

Neal: 00:25:33

And then when you see the dropdown menu match two, Make sure that ITU

Neal: 00:25:38

R BS 1770 loudness is selected.

Neal: 00:25:43

Enter your target loudness as minus 16 for tolerance.

Neal: 00:25:49

Input 0.5 value and the max true peak level should be around about

Neal: 00:25:53

minus one for the best setting.

Neal: 00:25:56

If you are using audacity, you can achieve the same thing

Neal: 00:25:59

by clicking the effect panel.

Neal: 00:26:01

Go to effect loudness.

Neal: 00:26:02

Normalization.

Neal: 00:26:04

Make sure the perceived loudness is selected, and again,

Neal: 00:26:07

pop in minus 16 for loves.

Neal: 00:26:10

Click okay.

Neal: 00:26:11

And you'll notice that everything is now at the correct level.

Neal: 00:26:14

Hopefully you'll immediately realize the benefit of this, cuz

Neal: 00:26:17

your listeners certainly will.

Neal: 00:26:22

Well, there we go.

Neal: 00:26:22

I hope you enjoyed this first episode and I feel it started

Neal: 00:26:26

as, I mean to go on talking to Marcus Sheridan about the Secret.

Neal: 00:26:30

And the tips around marketing your podcast episodes and making sure that

Neal: 00:26:35

people are starting to take an interest in the stuff that you are doing.

Neal: 00:26:38

Otherwise, what's the point?

Neal: 00:26:40

In the next episode of the podcast, we are going to be lifting the

Neal: 00:26:44

curtain on the podcast charts, specifically the Apple Podcast charts.

Neal: 00:26:51

And while you need to know in order to use the Apple Podcast, To see success

Neal: 00:26:57

with your podcast, the pod master is a pod nos podcasting production.

Neal: 00:27:02

Find out more about us at pod nos dot cot uk.

Neal: 00:27:05

That's P od K N o ws.co.