How to Use Podcasts for Powerful Growth with Jeremy Slate
Podcasting can seem like the favourite new tool of those in business – but not always a very accessible one. We sat down with Jeremy Slate to get his perspective on podcasting and how to make it work for you.
Here at Build Live Give, we love podcasting, and Jeremy is an incredible podcaster with some cool insights to share.
Jeremy may not have intended to become an expert in podcasting – with a background studying Catholic theology, literature, and classics, he certainly isn’t the typical guru.
However, it was his passion for the podcasts he listened to that drove him to get actively involved in the podcasting space, and use the medium to create a tool which would help educate people about business.
Today his podcast Create Your Own Life is highly popular, with Jeremy himself highly in demand to share his expertise both in the marketing and podcasting worlds.
That doesn’t mean, however, that he’s left listening to podcasts behind – quite the opposite! In fact, Jeremy is currently hooked on a podcast called Casefile, and attends events Podcast Movement, Podfest, and was also an Icon of Influence for the New Media Summit last year.
The most critical thing with podcasts, as Jeremy sees it, is their portability: someone can be driving to work, on a commute, gardening, and they can be enjoying a podcast at the same time. Podcasts are able to access people’s lives in a way that simply hasn’t been accessible to anyone but pop artists, and actually gain a niche market of listeners.
Before you begin podcasting, it’s critical that your online persona, and that of your business, is respectable and credible. There’s enough variety in podcast libraries that listeners will go to LinkedIn or your website to find out who you are and whether you’re worth their time.
Some quick things to include are good graphics, a bio page about you, and having all the text written in the third person. As Jeremy sees it, you want to imply that you’re big enough to have a large team, even if you aren’t!
Other initial hurdles to watch out for are spending enough time on your pitch, making sure you have the time to set everything up (if you don’t think about hiring a company or a virtual assistant).
2. Focus on giving your audience something worthwhile
If you’re just planning to use podcasts to promote your business, you won’t get the listeners and the reach you want. It’s a simple fact of marketing that people don’t like feeling sold to.
Self-promotion is very fair and, in fact, podcasts are a great platform for it, but make sure your purpose is clear in your mind, and that you’re delivering something meaningful and valuable to your listeners. An ideal way is to make sure you’re delivering information, insights, and tips, on a specific topic.
Educational podcasts are a big trend right now, and this is one bandwagon it’s worth getting on. You know you have unique expertise and experience: why not share it, and use that sharing to establish credentials which ultimately drive customers to you?
First things first, other podcasters will understand your struggles and triumphs a lot better than most people will be able to, and will be able to give great advice and support as you go on your podcasting journey.
However, they can also be invaluable for your reach.
By interviewing another podcaster, you get their listeners onboard as well, since the guest will also be promoting their appearance on your show. Some of these listeners will stay on as long-term listeners, but even if they don’t you’ve still gotten your name and brand out to more people, who will recognise you in future. The opposite is also very valuable – interviews on someone else’s show further expands your reach and builds your reputation.
The question is then how do you get these people onboard?
To start with, this is much easier when you’ve got a podcast already set up, since you’re on more of a similar footing with the person you’re asking. Another suggestion is to network and just genuinely help other podcasters out. When people like you, they’re more likely to remember you for a specific segment they want. Do they have a product launch coming up? A big event? Add value!
Simply asking to be on someone’s show doesn’t work anywhere near as well as building the genuine relationships does.
One of Jeremy’s special tricks is what he calls the “double opt-in.” He essentially refers one of his guests to another podcaster, and creates their connection as well. He might say “hey, I have this great guest, would you like him on your show, or would you like to be his?”
4. Brush up your interview skills
Jeremy sees every interview as having three key components: a story, a message, and a call to action. The story, particularly, is how you engage with listeners and get them fundamentally invested in who you are and what you have to say.
Additionally, some things should just be common sense as a guest on someone else’s show, but get too often forgotten. For example, make sure you’ve listened to at least one episode of the show before, so you know the usual format and topics. Also let the interviewer guide the interview as they want to: they usually have a key learning for their listeners for that episode, and you have to help them balance between your ideas and their plan.
Also don’t focus too much on links or internet references: this is a spoken medium, so people can’t just follow a link. They have to type out every letter which is exhausting. Have the learnings ready to go in your own head.
Interviewing isn’t easy, and it won’t be easy for a good few podcasts. Jeremy reassures that you shouldn’t be discouraged if it feels like it’s taking some time. There is no magic number, but you will get there.
Also check out the checklistCommand Your Brand has put together to help you be the best version of your podcasting self.
Now all that’s left is to get started!
Are you tired of doing it all yourself? Do you want to build a dream business and have the freedom to take some time off or do other things you love? Watch our FREE on-demand training.
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