¶ No title...
Ask the question, what are you trying to do with the show? And I'd say there's no wrong thing. Just know what it is that you're trying to do. If you just don't wanna mess with the world other than Nevada, guess what you do, Todd? You do ready for this? A Nevada real estate show.
You're listening to podcast insider hosted by Mike Dell, Todd Cochran, and Mackenzie Bennett from the Blueberry team, bringing you weekly insights, advice, and insider tips and tricks to help you start, grow, and thrive through podcasting, all with the support of your team here at Blueberry Podcasting. Welcome. Let's dive in. Hey, everyone. Welcome to Podcast Insider special edition.
I am a longtime friend, Paul Culligan. I can actually say that because we've known each other for at least in person for at least 18 years, haven't we, Paul? Yeah. It's been a wild ride, to be honest with you, and you were saying something before we got started that, you've been podcasting 20 years, but what was only 5 of it profitably? Yeah. 5 of them profitably. 5 of them profitably. A little bit more than that. But yeah. But, you know, I mean, that's the industry.
When you handed me that book at Nome Dex about podcasting that didn't even make mention of the idea that Apple might at some point integrate with this. Yeah. Takes a little while to, you know, make a few bucks in the process, but it's been it's been a fun ride. It's it's been an interesting ride. How about that? And the reason I wanted to talk to you today and, you know, what our goal here is is I wanna get people that are been in the weeds actually doing Good. And not talking.
Lot of lot of people talk. Well, not a lot of people do. That's well, it's podcasters. That's what we do by default. Yes. I and, you know, you've been working almost, I I would say, exclusively with businesses for probably about as long as I can remember. How how long has it been now that you've been working with businesses? Well, I've been working with businesses, again, how much of it profitably, you know, since day 1. I always saw this as a business opportunity.
And as a matter of fact, my origin story you you know, you gotta love those people who say I've been podcasting for 30 years. Yeah. You know, no. No. You haven't. But my origin story actually goes back to 2,000 when I met the CEO of Audible, and he gave me a vision. I still owe him for that vision. It's fantastic vision. I want it in. I want it in bad. I was actually about to release my first audio product at the time, and I knew that if I could do
it on Audible, I'd kill. And at the time, Audible was half a 1000000 to get in, and they got 70%, and you got 30%. And I don't know about your numbers over at blueberry, but that wasn't gonna work with what I was doing. That's right. And so I walked away kinda defeated. So when podcasting popped up, I saw it from day 1 as a chance to be audible. You know? And you know me, man. Hardcore nerd. You know, we've got gnome decks. Come on. Yep. You know? But I always saw it as I can play audible,
and, you know, and businesses play audible. And you can you don't you're not beholden to nobody, and you don't have to fork out that half million. Yeah. It's even better now. It's even better now. And the funny thing is not only is it better, but we can click a button, and we could be on Audible in 5 minutes. That's right. And most people don't know what Audible even was before Yep. The company that owns it owns it. Yeah. Audible, I was I was all excited because it was like, oh, 87% of all
the m p 3 players did Audible. A 100% of all the m p A 100% of all the m p 3 is through podcasting. So it got That's right. It got better, it got cheaper, it got cooler, it got funner. And, you know, for those of you that are just tuning in, again, there's a lot of history in podcasting, a lot. And we're not gonna go over that today. That's that that would take 5 hours. Not in this
hour. No. Not not it'd be impossible. But the really, the focus is, you know, I want those of you who have a business to understand really the true absolute value of having a podcast as part of their content strategy. We we saw a lot of people during COVID add podcasting, but not a lot of people completely leaned in. It was kind of like this thing that they did for a little while. COVID was over, then they, you know, they kind of undiversified from the amount of content they were creating.
And in today's age and with everything that's going on with search and with AI and all the stuff that's gonna change the landscape for businesses globally, You gotta have podcasts right now. So I guess we'll start out with the the the base question. You know, why, besides what I just said, does a business need a podcast? Well, any real business solves a problem. You know? Blueberry, where do I put my podcast? You know? Yep. You know, the podcast partnership. How do I make business sense out of
podcasting? Any real business solves a problem, and people are attracted to businesses because they solve the problem. Now the problem could be I'm driving down the freeway with my screaming kids, and the business is McDonald's. You you know, it could be I'm about to buy a house in Portland. The business is real estate. It could be whatever, but any real business solves a problem, and we want to integrate with the business. We go with businesses that we like. We want
the stories of that business. We want the answers to that business. We want the solution to that business. And podcasting is an amazing way to do it because unlike well, let's go back to McDonald's. You know, one day McDonald said, you know what? We can serve breakfast at 2 o'clock in the afternoon, and everybody freaked out. And it's like, you know, no. You could totally serve breakfast. It's the same eggs at 10 o'clock in the morning instead of 2 o'clock in the
afternoon. The customer's right. That's right. And so podcasting, instead of, well, I could fit you in Tuesday at 2 to hear about what we do. With podcasting, I can fit you in when you want, where you want, on the device that you want. And as a matter of fact, if I talk too slow, you can speed me up to 2 x, 3 x. You know, it's entirely in your terms. So as you communicate your problem solving process to your client base, if you make it easier for them on their terms, you're gonna be at a
better place. You just can't be. And I got some raw numbers for you, really fun one. Financial planner, who our big thing is what do you want the show to do and how we know the show is doing it. That's it. He want the the phone to ring. Great. How we know the show is doing it? Ready for this? Put a phone number on the show. It really wasn't that complicated. And we found that the people who called as a result of his normal marketing, 1 out of every 10 bought a service.
People who called as a result of the show, 1 out of 3 bought a service. That's a huge difference. It's a huge difference, but here's the fun part. We can be we can pontificate on the power of podcasting and how the individual storyteller changed the narrative, blahdy blahdy blahdy blah, or he's a financial planner. And before you give your financial planner your money, you wanna make sure the guy's not nuts. And you wanna trust him and Yeah.
You gotta trust him. The people who went out of every 10 knew nothing about the guy. The people who knew one out of every 3 had listened to 8, 12, one had even listened to 20 episodes. And because they consumed this guy on their terms, on their device, you know, they were able to go, yeah. I wanna sign up with this guy. So the conversion act numbers actually it's the same conversion. It's the amount of time spent, but the time was spent with the show as opposed to the time spent with him.
You know, I I remember going back to before podcasting when I was looking for a financial planner, and I I I really didn't have a clue who'd I knew what I wanted. I wanted someone that was a little aggressive and not too aggressive, but was conservative enough that he would get me across the finish line with some money. Right? That was kinda my and so that was kinda in my head, and when I talked to people, I never told them what my goal was.
I said, well, how do you you know, how are you gonna do this for me? And the person that was so aggressive, I said, I'm not gonna trust him with my money. Yep. Yep. The person was too conservative. I'm like, oh my god. He's not gonna make me any money. And the person, it was kinda like the, you know, Goldilocks story. Right? It was the it was the it was the worst. It was, you you know and and so in the middle, I kind of found the person, and they they've done me well, but that took a long time.
Yeah. And imagine if you could have done that, 2 weeks worth of your driving to and from work. Right. Instead of spending an hour on the phone with somebody that was a more salesman than they were Yeah. Tell me what their how they were gonna get me there. Yeah. And mister overaggressive, you probably would have figured that out about the first five minutes of the show. So you hit stop, and you play the next
show. You know, you don't have to to wheel your way out of the meeting or come up with a fake emergency or that kind of thing. Yes. So it's just so much easy. So much easier. You said something earlier that really hit home across all podcast was, I talked to so many content creators today. They don't have a goal. So what is the gosh. What is the goal of your show? And Todd, our entire business is 4 questions. It's just 4 questions, Todd. And it's so funny because everybody's like, why
are you giving this away? It's just 4 questions, and nobody's answering them. Number 1, what do you want the show to do? Yep. Number 2, how will you know that the show's doing it? Number 3, this is crazy, Todd, is the show doing it? And then number 4, how do we do it better? So let's go back to that financial planner. Yeah. What do you want the show to do? Make the phone ring. Great. That's the goal. Number 2, how we know if the show's doing
it? I asked him. I said, now are your sales guys, are they the type of guys who are going right for the sale and they're not gonna find out why they called? Or or do you have, like, this methodical process that some of the salespeople have? Oh, no. No method. These guys go right for the sale. I go, well, you can have a problem because you don't know who's calling from what. Todd, I bought him a $30 cell phone on our corporate account. I sent him the cell phone. Yeah. Number on the show is the
cell phone. Yeah. I said, give us your best sales guy. Yeah. And I'll tell you the best sales guy, if the landline's ringing and the cell phone's ringing, he picks up the cell phone because that closes. Right. So now here's the great and by the way by the way, Todd and and I love these numbers. Like, I could not ask for these numbers. But enough, a client's worth 3 grand, they convert out of 1 out of every 3. You know what this means, Todd? Every time the phone rings, it's worth $1,000.
That's right. So what do you want the show to do to make the phone ring? Mhmm. How many of the show's doing it? We're tracking it. Number 3, is it doing it? Yeah. How do we do better? At that point now, boy, you talk about I can't afford to advertise my podcast. If I can afford to advertise that show in such a way that it costs me less than $1,000 to make the phone ring, I can afford to advertise that show. If it takes me $1500 to make that phone ring, I cannot afford to advertise that show.
Guess what? At $1,000 to make the phone ring, I can pay to advertise that show. Now it's very niche. It's very specific. Most episodes, he gets less than a 1,000 downloads. But his CPM, Todd, is 87,600 and something. Like, it's just insane, you know, because of those four questions. What do you want it to do? How do we know that's doing it? Is it doing it? How do we do it better? The show on itself is the best SEM money can buy, but at the same time
Yeah. Then you target SEM against that content, and it's it's a force multiplier. It's it's beautiful. Yeah. Well and and and there's SEM on 2 levels. A, you get all the keywords. You get all the content, that kind of stuff. But, you know, I mean, when you were looking for your money guy, one of the things you were like, is he here for the long term? Mhmm. Well, when you look up for a money guy and you see that he has 250 episodes,
question answered. You know, you know, you might not even have to listen to a sing. This guy's got 250. He knows what he's talking about. I'm gonna go visit his office. So there's SEM by default. There's also just in the context. Yeah? Yeah. And, you know, business now, whether we like it or not, I always get kinda a giggle. People ask me, well, where where's your market? I'm like, well, 80% United States, break it out Canada, UK, and then the rest of the world.
And they kinda look at me kinda funny. I said, yeah. I'm a I'm a global business. Not all folks that are having a business today are global nor do they want to be, nor can they do business globally. But if they're just looking to drive revenue and ROI, do you think the and this is probably a harder question to ask. So you've got the financial adviser. He can he can talk to you from anywhere. But what about the person that is the the real estate agent that's only licensed in Nevada?
And they're they they're gonna have to be able to sell homes in Nevada, and they were gonna target people that wanna buy a home in Nevada. That's not gonna help them if someone wants to buy a home in in New York. So where then does that fall in? Is there referral opportunities? How how does that work when someone is not licensed to do business in the area you're looking for that contact. I guess that's I don't know if that's the best way to say it or not. No. No. No. No. It's great.
It's great, and and it's a great question. And here's the funny thing is with the way you just phrased it, Todd, you now ask the questions before. See, I used to get phone calls where they'd ask me what kind of microphone should I buy Yeah. You know, or that type of thing. Now I get phone calls what I'm trying to do. So ask the question, what are you trying to do with the show? And I'd say there's no wrong thing. Just know what it is
that you're trying to do. If you just don't wanna mess with the world other than Nevada, guess what you do, Todd? You do ready for this? A Nevada real estate show Right. Because it automatically filters. The guys are looking to buy a home in Dallas are not going to listen to the Nevada real estate. Right. Right. So if you wanna be just Nevada real estate, you do the Nevada real estate show or maybe even the Vegas. Mhmm. The state show.
I see. They're super focused. Yeah. Yeah. Let Now if you're like, I wanna be the top, you're gonna laugh, but I wanna be the Joe Rogan of real estate. You you know, well, then how are you gonna know if you're the Joe Rogan of real estate? Forget those stats. And, you know, I I mean, maybe your thing is everybody in Nevada, I'm gonna sell. Everybody else, I'm gonna sell leads. Great. What's the infrastructure for that? Do you have that in play? What are you trying to do? You'd you know,
I would say I'll tell you this. I don't wanna listen to a real estate show. I wanna listen to the Tigard Oregon Real Estate Show. You know? And so I would build the show that way. But but what is it is it that you're trying to do? Now another financial planner, really interesting guy. Big radio background, TV background. He did that type of thing where back in the old days, he would buy, you know, the hour on Saturday afternoons
on the local UHF station. So the guy had all the training, all the everything was great. And so we did a bunch of shows. What do you want the show to do? You know, bring in new leads. Now he was the type of financial planner, and he he had the type of, business, or he was the type of guy who likes to, bring the gift to the kid's graduation that he goes to because he loves that person so much. So he had no desire to get clients anywhere other than, you know, a 30 mile external radius.
So the show got great accolades. The show got great views. The show got great downloads. The topics he covered people were into. It got everything, but at the end of the year, they went to all the new customers, and they said, hey. We just wanna make sure we're doing everything right. How did you come to us? And despite the thousands and thousands of downloads, nobody came as a result of the podcast. Oh. You know? Because people were outside, you know, he was doing great to people in Portland.
He was doing great to people in Texas, but just not people in Right. You know? And I appreciate this. As fun as the show was to kill, I said, either we'd spend what we're doing with the show or we killed the show, and we killed the show because it wasn't doing what we wanted to show. Right. Right. Or you have to rebrand, relook at the content.
Again, but it and I think those narrow I think if you're a business or let's say you're a car dealer in my town, k, and you're trying to drive people to walk into the car dealer, I think you just better go to FM 100 and buy radio spots. I agree. I agree. You know, or buy something on Facebook. I don't think unless you're in a big enough metro. Now if you're in Columbus, if you're in Dallas, you're in LA, you're in a big enough metro area where you can get the volume of people to listen,
then then it probably makes sense. If you're a plastic surgeon in Miami and you're world renowned, the of course, the world is your onion. Right? So I think some of the businesses are is the goal usually purely ROI on being able to deliver new customers, or is there another ROI model that you're seeing that Great. Great question, Todd. I love this. So, you know, what do you want the show to do? Establish me as the preeminent authority on the topic of x is usually something that people
say. Yep. Great. How would you know that the show is establishing you? This is the question number 2. How would that the show is establishing you as the preeminent expert on x? And there was, well, I get good reviews. You know? You had 25,000 downloads. 3 people gave you a review. You know? What about the other 24,000? Right. You know? Oh, downloads. If a 1000000 people download your show and they hang up 5 minutes in, you know, you're not the preeminent expert. Right.
Now hardcore history, Dan Carlin, 3 and a half hour episodes, multiple parts. They listen all the way to the end. Dan is one of the preeminent history guys on the world as a result of that shout. So if you wanna establish yourself as the expert, then how long do they listen? Do they sign up for the newsletters? Do they buy the books? You know, do they buy more? Is this you know? Do you get invited to events to speak? Do you are you those are the metrics you wanna look at.
Yeah. And and then you write them down. I wanna be invited to, you know, 10 events. And by the way, a lot of people don't know that this is even an option. Sometimes despite the UNIs in the industry that seem, you know, almost scary to approach, Some people think podcasters are unapproachable. Mhmm. You you need to make it in the process. Like, tell a story about how you spoke
at an event. Yeah. You know, talk about how you love to get in front of groups, how you do consulting contracts, how you have coaching clients. You make that part of the topic and say, oh, he has coaching clients just like me. You know, the the original goal of my show was to get a press pass to CES. And did it work? It worked. Did it work? It did. I used the content to be able to get the invite, but then the goal become make money. So the goal can change over time. Absolute.
Oh, that those four questions, you can change them every week. Right. I just don't want you recording this week's show to last week's answers. You know? And, but yeah. So so I wanna become the expert. You know, you know, the old great radio guys, you know, what they wanted out of it was to write off their wine habit. You know? And they did it. They wrote off their wine habit. You know? And so whatever you know, the goal could be minimal, but
just just be honest with the goal. You know, a lot of people are like you know, they say their goal is, I wanna just pursue my passion. We're really their goal is, I wanna quit my day job and become the next Joe Rogan. You know? And the problem is pursuing your day passion. That's easy, but you're not gonna become the next Joe Rogan That's right. Doing
that. Yeah. You you know? And so, yes, the thing is, you you know, you could just you know, I wanna I wanna force myself to get up every Saturday morning and do the research it takes to get this topic out the door so that in 1 year, I'm an expert. That's a great reason. You know, the You know, how I know that I'm doing it? Did I get up every morning and do my research? That's that's a big statement there because people often wanna take it take the easy
way. And I understand there's lots of tools now to help us with research, and thank goodness we have those. It makes it easier. The web, you know, perplexity, all these different tools we can use now for research. The but that doesn't make you an expert. So are you seeing most of these business shows doing interviews with other people? Are they solo shows? How is the mix on that?
Well, Tom, great question. First of all, a lot of people, you know, part of what they wanna do consciously or subconsciously is they wanna work as as little as it's humanly possible. They don't wanna do the research. They don't wanna do the perplexity thing, so they get guests. Yep. And then there's this magic that the guest is gonna, like, tell you about their audience, or you could tell their audience about your interview. You know? And then all of a sudden, you're gonna get with a 1000000
people. So, a, you didn't have to work for your episode. And then, b, that person introduced you to a 100000 new downloads. No. Doesn't look that way. Yeah. Exactly. Neither's true. Now you can become an expert by asking questions of other experts. Mhmm. If that's your model, I wanna interview the 52 smartest people I can convince to come on my show. Yep. That's a great strategy. Yep. It's a great strategy, but you gotta be
clear to what it is. You know? And and now, I had a client in the health and fitness space. A top but a big one, New York Times bestseller, multiple books, been on Oprah, the whole nightmares. And she calls me, and she says, Paul, the podcast is killing me. What do I do? Oh, actually, I can talk about this because, JJ Virgin, you can put this in the show notes. I got a medium article about this, JJ Virgin. She said, the show's killing me. I hate
the interviews because they were celebrity docs. You know, they had all these requirements. You know, they wanted to review everything. They wanted the air touch pictures. They wanted all this stuff. It was in your life. Here's the funny thing, Todd. Yeah. Exactly. Exactly. And I think she'd agree. When she did those shows, the interviews, consumption was 40%, which is the average consumption for an interview show.
So when she did these shows, and for those of you who are listening to the audio version of this, we're we're pointing a finger gun to our necks. Yes. When you do when she did the interview shows, the one she hated, people hung up before they were halfway through it. Yeah. They came for her, not the guest. She started creating new content that was just her. When it was just her creating content, people would stay through to the end. Yeah.
So the show that she hated doing because she thought that's what the industry expected of her, saw terrible results, took a lot of work, and gave her a headache. The show that was off the top of her head, and and you and Rob do this brilliantly, we started the show called ask the health expert. People have health questions. You talked about SCM. People would say they you know, JJ, is it true that a glass of orange juice has the same amount of sugar as a Coca Cola? Like, that would be an episode.
She would do it live, on a live stream because some people love the live stream. So she'd answer 30 questions on a live stream, and then the editor would shot those up as 7 minute episodes that came out 5 days a week. See, that's I was gonna ask you about the repurposing. So right there, you've A 100%. Yeah. Yeah. Yeah. And so she did what she loved. She got the social. Man, social podcasters. One thing for podcasters
They're horrible at it. One of those beautiful things about podcasting is you don't have to social what you had for lunch. Yeah. You can actually social what your new episode is. That's right. So I'm going live for those of you who like live. I'm gonna record the episodes for those of you who can't. I had, boy, in college. I'm gonna date myself here, but I, as dumb luck, I had a friend who used to write for Johnny Carson.
So I went to school. UC Santa Barbara about an hour and a half from Burbank. So I could take dates to go see Carson get taped. I didn't even have to stand in the line. You know? Beautiful. Yeah. Come on. Go. Let's go see Johnny. Sure. Which which which kids ask your parents. Yeah. And but what's beautiful was the the show to see Johnny get taped was very different than when it went on the air. Mhmm. You know? And and so you can
cross purpose. You can cross promote. You you know, you can do all these things, but you can also realize they are they are different things. And so the live show was one thing. You know you know you know, I never had a date that said, why would I go to a live taping? I can watch it on TV tonight. You know, it's just 2 different things. Now a lot more people watched it on TV than went to the live taping, obviously. But now here's the other thing. When Carson was in front of an audience, energy.
That's right. The average podcaster, I'm gonna record my episode eventually. Yep. If you tell the world you're recording it live Tuesday at 5 You gotta be there. Show up Tuesday at 5. That's right. And even if nobody else shows up Tuesday at 5, you go live because at 505, somebody might pop in. And if you're not 5 minutes of the episode, you're gonna look like an idiot to the one person who popped in. So it instantly turns on you know? Yeah. It it's just fantastic stuff. So
Live Yes. Live was able and, again, we're talking about podcasting, but this all kinda ties in with the way things are right now. Live got me, number 1, kept me excited about podcasting Yeah. As I recorded the tape, still live. Made me a better podcaster, number 2, because there's not as many mistakes as you can make. Number 3, it opened up opportunities. I started getting called by BBC and a
variety of different says, hey. We'd love to have you come on, and BBC Asia needs a a 3 minute at 2 o'clock in the morning. We're gonna talk about this. Yep. I'll be there. Call me. So it it opened up more doors. The audience was very tiny, very tiny. Threes and fours and fives and tens were watching live. So, again, it doesn't take a lot to make the show more interesting. If you get thirties, forties, fifties, and hundreds, that's even better.
So on the repurposing then, what do you feel for an average business show? How many segments can be repurposed? Is it every show is different. They're like, she did this show on on orange juice and how much sugar is in it. I I would imagine there were probably was, based on additional questions, maybe 8, 9, 10 segments you could cut out and use that in social promotion? Yeah. Well, the the design was ask the health experts. So people would come on. They'd
ask JJ through chat. Yep. And JJ was smart enough to take take a pause. You know? And so some people are like, oh, q and a. You know? I mean, the AMAs are huge. People love AMAs. And so it's basically an AMA, but she was smart enough to give it a little pause. And by the way, you have a good editor. You don't even necessarily have to have you know? We can slice really thinly. And we knew that we were recording 7 segments.
Mhmm. Now the cool thing was she didn't say after each that's a good question. Hey. This is JJ. Welcome to the Ask the Health Experts show where we answer questions. Like, we we would chop that and we would edit that in later, you know, and that kind of thing. But, yeah, she knew what was going on. The audience knew what was going on. And let's face it. Let's face it. Saturday night live is really just recording your YouTube videos in front of a live audience.
You know? The Tonight Show now really is just recording your YouTube segments in front of a live audience. What? Like like like, the world's going there anyway. Yeah. What's beautiful about this in podcasting is you all of a sudden have a multichannel strategy just by doing the podcast. If you do it live, do it recorded, whatever. You fill your Instagram bit. You've been able to if you're still on x, you can still post on x. You got your Facebook clips. You've got your
YouTube shorts. You've got the YouTube long. You've got the podcast delivered on every distribution channel you can do. One one and done. And you've got almost everything filled in your social now people will say, oh, Todd, you can do that on YouTube and get all that. Maybe. But you can't do that on Instagram. You're not a one and done on Instagram. You're not a one and done in x. But Now here's the dirty little so what everything that you said is true.
Everything you said is true. However, I'll tell you it's hard to get Heidi and I to go to the movies anymore because movie theaters are just a mess and and, you know, the price and, you know, my my entertainment center keeps getting better and better. But Sure. Here's what happens when you go to the movie. Hey. We say we really don't need to get there at 8 because it's gonna be 30 minutes of commercial. That's right. Don't wanna We end up there at 8 anyway for some reason. Yep.
Then it becomes time for the trailers. So trailer 1 rolls, and Heidi says, yeah. Not for me. Trailer 2 rolls, and Heidi goes, I just saw the whole movie. I don't need to see that movie. That's right. Now what happens is a lot of people take a 2 minute concept, try to stretch a 3 hour podcast out of it. Mhmm. Then they put the 2 minute concept as a reel, and then they don't know why it's not directing people to the podcast. That's right.
Because people have And so it's back to to what do you want the long form to do? Yeah. How we know the long form is doing it. It is the long form doing it. Now the long form might be, hey. I don't know where that minute and a half of goodness is, so I'm gonna record for 2 hours, and then I'm gonna let somebody find the hour the minute and a half of goodness. Great. Just don't expect anybody to do the long form. Yeah. You know? And and it might be a
great way. I'll tell you. Even I think I think you would it might have I can't remember if it was you or somebody else, but, you know, how long does it take you to write a blog? Forever. How long does it take to record a 5 minute video? 5 minutes. Yep. You know? And so and the whole thing is is if you record a 5 minute video and somebody only takes a minute out of it, still time well spent. Yep. So if you're gonna do all these things, you have to have good long form content. That's
the key too. Always. Right. Well, it is. You'd be surprised. People just think, well, you know how you get long form content? By talking for 2 hours. No. You have long form content by having long form content. Sometimes, you know, when Rob and I go, you know, we're an hour 15, I'm like, Rob, we're just talking to ourselves. Let's go. Let's get out of here. We're wasting people's time. And sometimes we go an hour and 45 minutes. It's like, hey. We need to cut it off so people can get out. Yeah.
And sometimes and this is the beauty of podcasting. Boy, it's time about the know, like, and trust thing. You know, everybody asks how how long should my podcast episode be? You know? And it's a good question. I appreciate it. Yeah. Great thing is is is we can flip the because it's anytime, any place, anywhere, any device any any place, anywhere, I guess, is the same thing. Yeah. Because it's all these things, we can say, how long does this episode need to be? Yep.
Sometimes you only got 5 minutes. Man, you wanna get an audience to know, like, and trust you? Give 5 minutes to your 5 minute topic. If JJ tried to do a 2 hour video on does orange juice have the same amount of sugar as Coca Cola? Zero views. You know? Yeah. It's a 5 listens. Right. Exactly. So, you know, so you can repurpose if you build for repurposing. Do you feel this idea that, like and I don't know if anybody sponsors anybody's shows, so I wanna be careful with
gaming. But there are there are AIs now that will take your, long form video and get segments for you. Well, if the long form video is crap, the segments are crap. That's right. And if the segments are crap, then, you know, the list is gonna be crap. And if the list is crap, then the algorithm is not gonna push you, and you're actually be doing more damage than you are good. I I recorded a show the other day. I shouldn't have recorded. I was half sick. And I think, oh, man. That's it's it's
just bad. You know, I almost kinda, like, hug my head like a dog. It's like, oh, I shouldn't put this out. I did because I felt guilty. And in hindsight, I probably shouldn't have put it out. Let me ask you a question about building a brand. I'm I'm a big brand builder. Do you do you feel that businesses are using podcast to help build their brand? And if they are, when? Are they is it new business, existing, trying to reach new what what are they what's
where does that fall in? Yeah. So have you ever read Building a StoryBrand by Donald Knorr? Oh, no. Oh, fantastic. Fantastic. Don used to be a local Portland boy, so I I knew him before he was cool and moved to Nashville. But so he he you know? And here's the basic premise of the book, and I'll tell you this. You're like, now you're really
gonna read it. You know how everybody says, use story in your marketing, use story in your marketing, use story in your marketing, but then they never tell you how to use story in your marketing. Building a story brand is actually a 7 step process for building a story brand. Crazy. And you could actually follow those 7 steps. And so we launched the podcast for the book 18 months before the book came out. Now here's what's cool.
So do we build a brand? Definitely. And this is back you know you know, again, kids, ask your parents, but there was a time when there was this thing called Itunes, and you type in a name, and it would show you the books, and it would show you the shows. It would show you the movies, and it would show you the apps, and it would show you the podcast. Well, the cool thing was now we could put in building a story brand. And if you wanted to buy the book, the book
was there. If you wanna listen to the podcast, the podcast was there. But it was a 7 step process. Step, it's either 2 or 3 of the process or maybe 3 or 4. One of the one of the steps in their process is you're not the hero the client is. This is key. So Don has connections, and one of the connections he has is this little unknown podcaster named Dave Ramsey before we talk about repurposing content. Yeah. So Dave Ramsey is the king. And for those of you watching at home on
video, that's the book. And he actually Tati, he actually just released version 2.0, like, a couple of weeks ago. Oh, awesome. Expanded. It's the same stuff. It doesn't change. It's just more. Yeah. Dave Ramsey is king of making the client the hero. You know, they come on the show. They do the financial freedom scream. It's it's part of the
whole shtick that Dave does. So Don gets Dave on a show to talk about making the client the hero, which Dave is king at, Dave spends an hour talking about how brilliant Don was for making that part frigging look. So then we go to Apple, and we say, hey. How would you like to have an episode with Dave Ramsey where he's not talking about money? Dog bites man, not a story. Man bites dog, that's a story. You know, Dave Ramsey talking to finance is not a story. Dave Ramsey talking anything other than
finances is a story. Bam. We tell Apple. Apple puts it on the front page of Itunes. Again, kids, ask your parents. That's right. And so, yes, the brand was built for the show. Now the whole reason I told that story was he has a concept called caveman. Okay? This is the concept of caveman. Caveman should look at your show, caveman should grunt, and caveman should know what your show is about. Exactly. Okay? Now I have a client, and he gives me permission to talk about this. Name's Joe Polish.
Joe has a show called I love marketing. Can't get more caveman than that. That's right. It's about marketing. The love means it's playful. And if you look at the logo for the artwork, it's it's, it's a play on the old Iheart New York thing. So anybody our age, again, kids, ask your parents, anybody our age knows that this wasn't done by a 23 year old. So it's the perfect caveman show. Joe has a mastermind group called the Genius Network, and he has a show called the Genius Network Show.
Nobody knows what a Genius Network is. You know, guess which show gets 10 times the downloads of the other show? You know, so branding is really, really powerful. And but and branding really, really helps because the thing is if I search the Internet, Now, Todd, you could pull up screens right now. Let let's do something for the video version of this. Sure. Let's see how many podcasts there are called Thinking Out Loud. Let's do one page at a time here. Thinking out.
Thinking out loud. Everybody says, oh, I'm just gonna do a podcast where it's me just thinking out loud. Now one of the things about thinking out loud is that, of course, you have no idea what the show is about, so you didn't answer question number 1. Therefore, you didn't answer question number 2. So thinking out loud. Well well well, go to Apple. Go to Apple. Go to Apple. Okay. Yeah. You gotta see the pages. This is
so good. And, for those of you listening at home or on the audio version of this, we'll we'll go look at the I do it right here. Podcast where it has yeah. Yeah. And then search thing out loud. There we go. So good that we can do this on the web now. Yeah. Okay. So he's typing in Thinking Out Loud on Apple Podcast now. Now now type shows. Now so there's page 1 of shows called Thinking Out Loud, and then you can go page after page after page. There are, like, 18 pages of
shows called Thinking Out Loud Yeah. At Apple Podcasts. How do you get that? Not very cable. That's right. No cable. You know? And so you can you can brand the show if it's branded intelligently. But if it's branded, you know, as cool as Todd Cochran is, as cool as Paul Collegan is, you notice our shows aren't called the Paul Collegan show. No. And our shows aren't called the Todd Cochran. No. Because that's not the branding that we're trying to No. And so you can brand the show. And
the great thing is I love marketing. It's a show about marketing, and people would love it. Who would wanna join that? People who don't care about marketing. And guess what? His audience is people who care about marketing. Yep. We talked earlier about the Nevada Real Estate Show. You know who doesn't want that? Oregonians. Great. That's right. He doesn't want Oregonians listening to it. You know? Because when your metric is you're helping people find their home in Nevada, you
don't worry about the downloads. Yep. You know? And the win is not. You know? You know? I'll tell you, man. My little client with his $3,000 conversions, one out of every 3 with less than a 1,000 downloads per episode, he's making so much more money than any other major podcasters are, and he's not worried about the numbers or at least those numbers, the download numbers, if you will. I know that. Had a client you'll love this. A guy calls me. He says, so my show is getting about
a 1000000 downloads per episode. Uh-huh. I mean, no. It isn't. No. It isn't. And he he said, yes. It is. Let me show you the stats. We both we we had to both had the same reaction. Yeah. Yeah. We log on to the no. It isn't. We log on to the stats, and he's got a 1000000 downloads. Well, 999,500 some odd downloads are coming from Bangladesh. Oh, wow. Great market. And I said, dude, they're all coming from Bangladesh. He goes, yeah. Totally. Yeah. I'm like, what
do you mean? He goes, well, we're working with this conservative radio network who is worried about being censored, so they've moved everything offshore. Uh-huh. Like, yeah. That's not the way podcast stats work. You know? And his thing is well, that's not what my podcast guy says. Right? Just go with your podcast guy. Sure. God, just go. You know? And, but but yeah. So so you can brand. And the thing is nobody wants to listen to I mean, you know, Joe Rogan is an anomaly. Yeah. You
know? And, you know, even, you know, some of the other anomalies out there I don't even wanna give names because we'll date this. I think so far everything we've talked about is is is pretty pretty timeless. But, you know, there are anomalies out there that but you're not gonna win on the anomaly. But if you win on what you're about, you know and that's part of the branding. So brand, but brand caveman. You know, our mutual friend, you know, Daniel Lewis. Daniel Lewis had this thing called the
Ramen Noodle. Yeah. It was a clean comedy podcast. The Ramen Noodle was an homage to the days when all he could afford was ramen. That's right. You know you know who looks up shows called the ramen noodle? Japanese food enthusiasts. That's right. You don't have any Japanese food enthusiasts to get a clean comedy show, they hang up. Yeah. You know, he just added the ramen noodle semicolon, a clean comedy podcast. Personally, I told me, just go to clean comedy podcast.
You know, it's, we had a top guy in the world that was, I'm pulling a a blank here, but he was a surgeon, a neurologist. K. And he was top. He was, like, probably top 50, and he had a little neurologist podcast. Thousand neurologists listened to that show. And, man, the offers just came like crazy.
So it also goes into having if you if you are the niche, this is this is a huge opportunity if you are actually the the business niche, if you're the expert, if you are if you are that man or woman, the opportunity to actually truly monetize, then, is probably far and exceeds maybe what your business is making. Now his business was very successful. I had a bunch of doctors, and but he was getting $20,000
an episode. And his partner said, you have to stop doing the podcast because we don't have enough write offs for the money that you're making on the show. So he walked away he walked away from $80,000 a month, because it was causing a problem tax wise for his business. Now isn't that a nice problem to have? I think I'd have figured out how to pay, the Yeah. Yeah. Find a guy. I'd I'd figured out how to get some taxi dutch and then and paid uncle Sugar his due.
But I think businesses also have to understand that if if you are the leader, if you are the king of the hill, you you best have a podcast. And then it doesn't have to be about selling. Right? It has to be about educating and make them wanting to work with you because none of us wanna sit through, infomercial. Of the problem they solve. Yeah. Yeah. Yeah.
You know, if you did a show that was expertly produced, that was filled with the top experts, that was amazing people about how to educate your homeschooled child so they make it to Harvard, you wouldn't sell a lot of blueberry as a result. Right. Like, you know and I ask people, what do you want the show to do? Well, I want I want people to come to my business. Well, how are they gonna come to your business? Well, you know, they're gonna hear about me. Walk where are they gonna hear about you
on my show? Well, are you gonna talk about it? No. We gotta connect the That's right. It has to be a connected audience. Yeah. Yeah. You have to you you know, what are you trying to do this for? Yeah. And then and then I'd say, you know, and it's funny that success you said with that neurosurgeon, Todd, a lot a lot of people like it. You know? And and the thing is, you know, your podcast is doing really, really well. Maybe figure out how to capitalize on that as opposed to shutting
it down out of panic. Yeah. And, you know, and it believe me, it it hurt me a lot because I got 30% of that 20 k. You know? So Ouch. One show. You know? You know? Those are, you know, those again are those unicorns. In his own right, he was the Joe Rogan of his niche. You know? Again, what do you, you know, what do you tell folks then on production? Alright. Because, you know, this has got to be the hardest part of the discussion is alright. We have a goal. We're gonna shape
the content to meet the goal. What is your production best practice advice to a business? Well, it's all based on how would the production help you with the goal of the show. Yeah. You know? So let's go back to that real estate example. Your real estate agent drives a beamer because they wanna show you Mhmm. How successful they are because they're gonna be successful in selling your show. It's a prop. They might be rented. Yeah. Yeah. Rented totally, but they still you know,
rent your studio. I mean, not rented, but least. Yeah. Yeah. Yeah. Yeah. You know? But the thing is, you you know you know, it's so you gotta have a show that reflects what it is that you're trying to tell people. Yep. You know? You you you you know? If if Blueberry doesn't have a bunch of gear in the background and they're positioning themselves as one of the top in the space,
are they? You know, you know, if it's it's a phone that he's holding and just shaking up and down because he's telling people how important tripods are, You know, that's not gonna work. Exactly. And so you gotta have a show that matches what it is that you're doing. Yeah. And then it's it's back to that whole thing. And and and, again, that's why I ask you know, the question they ask, of course, after what kind of microphone they should buy is what kind of camera should you buy?
You know, what do you want the show to do? You know, just ask yourself, what's gonna be required for the show to do that? Now one of the top business shows, in in in the more marketing entrepreneur world, the guy like, hey. To be successful, you you kinda gotta show this in the video, and you gotta show it and that kind of stuff. And, he agreed, and so you know what he did? He killed the video podcast version. It's just the audio version.
And and the paradigm for the show, the model for the show was, I'm gonna hit the record button on my phone, and I'm gonna record the podcast on the way to work. And so you went for the car with this guru. And, you know, and the great thing because there were no pictures, it could have been a Tesla. It could have been a, you know, a beat up 52 4. You you know, it could have been anything.
And, yeah, you just gotta match what it is that you're trying to do with with the presentation that you're trying to do. Now, Joe Polish, I love marketing. Joe has an episode with Joe, I swear, was on an analog phone line in the tunnel under New York. I swear that was his microphone. Yeah. Yeah. His assistant was using Wi Fi back when Wi Fi wasn't as serious as solid as
it is today. But Still is it? They had on the show Tony Robbins, who was bragging about how far Tony was from his house in Fiji on the beach recording this thing via Skype. The audio is painful. It's painful. No matter how much we try to clean it up, no matter how much we try to, it is painful. But the storytelling of Joe with a bad connection and, you you know Yeah. Yeah. The Wi Fi and then Tony on the beach and try what did Tony say? But here's the thing. Now
Tony there Tony's not without podcast content. But here's the thing. Tony's always on book. They got Tony off book. They got Tony to tell the truth. They got Tony to tell it like it is. Very few recordings out there of Tony off book. As a result, that whole painful, terribly produced podcast is one of their most popular episodes because it's a thing they couldn't get elsewhere, and Tony talks about really why he loves marketing. You know? And so, I love revisionist history.
And there's this moment in revisionist history where he he has a clip from George Will, and the audio is crap. The audio is just crap, and that guy has a huge
budget. He's doing amazingly well. And then after the quote from George Will, he goes, if you wonder why George Will sounded like he was recorded on an Olympus $30 recorder that I bought at Thrifty off of my really cheap cell phone, you know, on speaker mode, it's because it was recorded on Olympus device from my speakerphone because when George Will calls, you don't tell him to call back when you get the audio right. Right. And so it went from bad audio to the storytelling.
Now you have this vision of Malcolm Gladwell by the side of the road holding his Olympus quarter while he's talking to George. Well, it becomes fun. Yeah. So the production has to match the story that you're telling. If it does that, you're fine. You know, we're getting ready to do some new series, and I've got one of my team members. We're building up his motif in his studio, and I've been like, we gotta change the wall. Gotta get you some lights, and we gotta make sure the camera's good.
20 years ago, all we cared about was the audio. But now Yeah. You know, the video better be clear. The audio better be clear. People will forgive you for on most times. They'll forgive you if your video is a little bad, but if the audio is bad, they'll they'll punch out unless you say there's something so compelling. Why the audio is bad? Yeah. Yeah. And what and why happened in, you know, the backstory then it becomes cute and it's part of the story. So I I I agree with you.
Let me give my favorite video camera hack. Most of the planet is iPhone. Yeah. You might not be. You you still Android? I have both. Yeah. Okay. There we go. Smart. Smart. Actually, I'm both too. Just the one I carry in my pocket. IPhone. The iPhone now has a thing called continuity camera, where if your phone is on the same network and is the same login as your Mac is Oh, it can be in the your iPhone. Becomes the camera. Yep. And it's fantastic. And you can link to this in show
notes. I did a just to test this, like, 3 years ago. I just wanted to see how good it was. So I literally ran the screen recorder while I was testing it. Mhmm. Like, holy crap. This is amazing. The video is called, like, just how good is continuity camera or something like that. And it's what I use now. So this camera here is an SC 2 from, like, what,
5 or 6 years ago. And, you know, I was on the phone with a potential client sales call, and he goes, one day, we can afford you, you know, which I kinda like because it it keeps my rates high. But he goes, in one day, we can afford cameras like the one you're using right now. Like, dude, this is a $200 Yeah. IPhone SE that you probably have in your drawer. So, yes, deck it out, make it nice, but, man, leverage the tech that you got right now. Let me clean it. Yes. Yes,
Todd. The bad audio thing, you know, I did this just hit me. And we've been saying this for years, but here's the thing that's even worse than bad audio. We could fix bad audio now with a couple of clicks with AI. So if I'm telling you I'm so important that I can't spend 30 seconds clicking a button to clean up my audio for you, you know, I'm not that important. That's right. You know, it's just like this studio motif.
Most people that maybe are watching this first time don't know that about, May of this year, I was not on any fault of my own. I lost my lease in my studio. So I had to relocate everything to my home, and people say, oh my god. You gotta you you had to build a studio in your home. Well, this is just a 10 by 10 area and just enough room to keep the camera from seeing what is out on the sides, and it it works great.
¶ Final Thoughts and Key Takeaways
It's it's lit with non expensive, lights. You know, there's a little bit of tech here that's a little expensive, but you don't need to have this expensive tech anymore. You look at some of the stuff that's out there. It's it's pretty amazing. Paul, we've covered a lot of ground here. Is there anything that I've missed that's pertinent for a business to consider in doing a podcast? Well, I'll tell you. These four questions are I don't care who you go with.
Todd, you know, you know, one of the things I love about you, Todd, is is just just, you know, sometimes it's your fault. You care more about the industry of podcasts than you even necessarily do, Blueberry. Oh, I care about the industry a lot. Yeah. You do. And ask yourself the 4 questions. And, obviously, question number 3 and question number 4, you can't ask until a couple of
episodes have gotten out the door. Mhmm. But question, what do you wanna do with the show and how we know the show is doing it? If you can't find help through consulting or through how to books or videos or whatever that can answer these questions, you know, run away now. Yeah. When we started you know, I mean, Todd literally handed me a book. It was this thick on how to put a podcast on my iPad. Things have gotten a little bit easier. You
know? And, Paul, I was asked to to write that about 6 weeks after pulling a microphone up to my face for the first time. Yeah. Yeah. Exactly. Exactly. You know? And and it was a common book. It's still there. It's all it's all. Yeah. But but but, you know you know, to put this in perspective, people, I have a book I had some You've got one too. Called I have a book called the beginner well, no. I'm not sure. Yeah. But there's my book. Yeah. I have a book called the beginner's guide
to the Internet. Right? It's like it's like 4 inches thick. Here's the funny thing, Todd. There's 3 whole pages about this new coming thing called the web. This is a book back in the Archie days, so now you can't ask your grandparents on that one. Yeah. Archie and Gopher and that kind of thing. So Newsnet news and It's a it's a historical moment, my friend. But Yeah. It just it's gotten easier. It's gotten easier. Back then, we could barely we could barely figure out how to tell
people what a podcast was. Paul's being shy. Paul has a few books under his own name in podcasting. Books under my own. Yeah. Yeah. I did one. You did multiple. If you want those 4 questions, there there there's a book called never go shopping when you're hungry. Oh, that's true. Those 4 questions. Yeah. And but the thing is, if if you can't answer those 2 questions, stop. It's not about the microphone. It's not about the set. You know, all these things are subbed. You you Right. Right.
Right. Right. What kind of microphone you need. And it's it's for oh, Tom, my my my wife, she's actually getting her counseling. She's getting her counseling masters, and they're in the they're in the process now where they're where they're working with students and stuff. This is this is Joe for podcasters. Guess what? You know, a lot of the people who record these sessions bought Blue Yetis. You know? They don't know how to use them. So even in the psychology arena, the the
the microphone is hurting us. Yes. I have a prop somewhere back there. Never used it. A prop. Exactly. A prop. Not a tool. It's a prop. No. It's a prop. And those questions go first. And what's neat is if you don't have the answers to those questions, it's one of 2 things. A, podcasting is not for you, and there are some people who podcasting is not for. I haven't met him yet, but I'm sure there's somebody out there. Or, b, ask the questions again. You know? I had a client, Todd. Oh my goodness.
We went through the whole process, and we have a whole process. And he goes, this sounds great, Paul. I'm gonna totally go with you. But first Mhmm. He bought I kid you not. He's he bought a punch card. I bought a punch card of 200 episodes that I have to use first. So some event somewhere, he was able to buy a punch card where he got 200 episodes for, I'm sure, really cheap price because, you know, he's not gonna record more than 3. Right. You you know what? At at that kind
of rate. But, like like, you're not like, dude, you're not gonna come back. Mhmm. You know, you're gonna get burned out so fast. The reason that we always talk about pod fading, we would talk about how you you know, podcasts don't last because they don't know what they're doing. And they don't plan. They don't have a They don't they don't know what they're doing. They don't plan. They don't
know why they're doing it. Yep. You know, all the all the anchor podcasts, you know, the 1 point whatever 1000000 anchor podcast I think it's about 3,000,000. One was Yeah. Test clicking on the microphone. Does this work? Does this work? You know, come back because, you know, I kinda like the fact that that you charge because, you know, the only people nobody's gonna go on just kicking the tires. They're they're actually gonna be, you know, happy about this.
Mhmm. But, yeah, answer those questions first. You know? And it doesn't have to be me who fixes it. It doesn't have to be, you know, it doesn't have to be Blueberry where you host it. It doesn't have to be any of these things, but just answer those questions because when you're done, you could be at a good place. And let me give you one one final. Had a client, really interesting situation. He was dealing with it was also financial management, but it was financial management
in the last days. Oh. And his average client was literally over the age of 70. And the question was, how much do the 70 year olds listen to the podcasting on their iPhones? You know? And this was a while ago. And I said, that's a good question. It's a legitimate question. But we asked the show, what do you wanna what do you wanna do with the show? I wanna educate my audience on what's possible. Great. How do the show is doing it? Will they get educated and they come back to
me? Great. So I said, what about this? What if we took these episodes, and what if we burned them on a CD? Because whoever came to your office, they came in a car that had a CD player. That's right. And you gave them a copy of the CD and the content you've already produced. You know, and ask them if they got a podcast. Great. If not, here's a CD that's got all the answers to it. So, yeah, they didn't become a big podcast, but they produced
3 CDs back to the repurposing question. They produced 3 CDs worth of content that they could send everybody home with. Right. And if you get past that podcast I remember I was in a hotel room trying to make sense of Stitcher. The fact that Stitcher died, anybody in the industry is not surprised. But I was trying to make sense of Stitcher, and I was listening to somebody talking about Stitcher on Stitcher.
And the podcaster said, if you're listening to my show on Stitcher, I don't want you to be listening to my show, which was weird because I was listening on Stitcher, and you don't have to put it on Stitcher. So there's a whole bunch of questions there. But it's your content that's important. Podcasting is just a really easy way to deliver it. It. It is. You know? So what do you want the show to do? How will you know that the show is
doing it? Now once you've been doing it for a little while, is the show doing it? And then how do you do it better? And by the way, you know, if it's ads, you know, it, you know, if I wanna catch enough people in this industry that I can sell ads, great. You guys like Blueberry that'll set you up. You know? You're at a good place. I'll tell you, it is easier to make money selling your own stuff than it is to sell other people's stuff. That's right. What about Joe Rogan?
Joe Rogan. So I got here here's a fun Joe Rogan fact. You might not know this one. There's a company that paid us some consulting money to, investigate a possibility of having an alternative podcasting event because you and I both you know, the events are there, but they're not necessarily what they could be. And so there's this expiration of the event. One of the things was, you know, what would it take to get
the keynote that would bring everybody over? Well, the keynote that would bring everybody over would be Joe Rogan. So yeah. Exactly. So some time well, here's the thing, Todd. He won't do a keynote about podcasting. Makes sense. You know why? You know why? Because he doesn't consent. He can go to that same town, he can go to whatever venue he wants. He could sell out the whole room, and he can keep 90% of the tickets, you know, which makes a lot more money
than any keynote on podcast. That's right. Does. I think if we go back to the beginning, if you're a business today, number 1, obviously, Paul's got a great company at podcast partnership. We'll let Paul share his information here in a minute. But whoever you hire, be very, very careful and vet them thoroughly because, sadly, what ends up happening at least 5 out of 10 times, I'm coming in and rescuing your show because some so called consultant hadn't a clue
about anything. And while you created great content so be careful of who you hire and, you know, talk to Paul. You know, I trust Paul. I've known Paul for many, many years. There's others out there, but I think those of you that have been with us today can understand Paul's mentality and where he goes. I I think it'd be great for any businesses to look into truly grow a podcast and reach the goal they wanna reach. How can they reach you, Paul? Podcast partnership.com. All the stuff's there.
You know, the idea and and part of it is partnership. We don't sell punch cards. You know, you're not gonna drop files into a Dropbox folder. We're gonna make a podcast out the other side. That's not how we work. You know, it starts with ready for this conversation about what you want the show to do, how you'll know the show is doing it, you know, and then what it is like to build a team that figures out how to do the rest. But podcast partnership.com
has everything you need. And for the record, Paul and I have no financial relationship, just so you know that. Paul's gonna suggest you go where he's gonna suggest you to go. This video is for those of you thinking about doing a business podcast. We'd love to have you over on blueberry.com. Obviously, that would be great. But, the main thing is we want businesses to get started, and we hope that you will too. Any final thoughts? Is there an email address or anything?
Podcast [email protected]. Awesome. We we try to make it really, really easy. You know, and what Todd said about, you know, you know, go with somebody who's going, It's funny. I I started joking about this, but it's become almost, almost a bit of a nightmare. You know, I used to joke that there were companies who were in it for the sweet, sweet podcast money, and it's just become more true than ever. You know? When you talk to a podcast consultant, you
know, should have some successes. You know? Guys, for the record, our clients have seen 1,000,000 of downloads, have been 1,000,000 of dollars. Our shows have been on, Colbert, have been on The Daily Show, have been on you know, we know how to get our clients reach. For hosting, you might wanna find somebody who's been around for a while. Todd, how long has Blueberry been around? 19 years going on 20. Exactly. So, you know, you know, and it makes sense, man. You
don't wanna hire a fat fitness coach. You know, you don't wanna hire a poor financial adviser. You know, you don't wanna buy a home for a real estate agent who drives a a broken down VW van by the river. Take that same logic to podcast. If somebody tells you podcasting is different, run away. The worst Even if they're at the podcasting show. The worst call my tech support folks get is someone calls, like, hey. I'm a podcast consultant for show x y z, and
they just Yeah. There's almost a mute button that they have because they know it's not gonna be usually a good call. So hire wisely. Oh, oh, Todd. Oh, you should have you should put this in the website now. Like, have the podcast consultant line. Podcast consultant that need help, then give them to the to the new person, you know, that kind of stuff again. We we have a podcast consultant course coming, but we'll be have more on that soon. Oh, very good.
Yeah. Yeah. Because, you know, we're we're trying to help podcasters. Yeah. And and it doesn't matter if their business or independence, but we are we're out of time. We don't wanna waste your time, so thanks for being here, Paul. And and Thanks for having me talk. Yeah. And, for those of you that have been, watching or listening, reach out to me, [email protected], if you have any questions and, reach out to Paul if you're a business and or anything else. Paul's a great dude from he's
got the history. He's got the bone. So thanks for spending this hour with him. Hey, Todd. Thanks for joining us. Come back next week. And in the meantime, head to podcast insider.com for more information. To subscribe, share, and read our show notes, check out the latest suite of services, and learn how Blueberry can help you leverage your podcast. Visit blueberry.com. That's Blueberry without the e's because it can't afford the e's.