How to prepare a business podcast

prepare a podcast show
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How to prepare a business podcast show

– The day I met Verity Walker was the day my grandmother exploded.

(upbeat electronic rock music)

– Difficult second album here.

– Yeah, I really actually quite worried about this.

– Yup, it’s our second podcast.

If you’ve tuned because you are here under the promise that we would
teach you how to make a business podcast, well you’d be right, we are.

– That’s good

– But what we’re gonna do first is run you through what happene after our first podcast went out.

Now if you don’t care about this, we’ll tell you what time to skip to in the video now.

– [Ed Voiceover] Skip now to 3:17.

– But if you do care and are interested what happens when someone releasestheir first ever podcast,well then stick about.

– Hang about, here it comes.

– Alright Dave?

– It wasn’t too bad.

– No.

– Go on hit me with some stats

(Electronic drum music)

– [Voiceover] Oh, look at those stats

– Interestingly, put it out, not record breaking downloads or views.

Um 90, which actually isn’t that bad.

– Makes sense.

– [Ed] Yeah. There’s 89 more than normal, as well.

– [Ed] So that’s promising.

– Yup


What happened after our first ever business podcast


– So basically we got emails, which is good sign, from seeing it saying they actually enjoyed it.

One was across the sea, from America.

A real life American got in contact.

Phone calls from people saying how much they’d enjoyed listening although they were listening during their lunch, their whole lunch break.

Someone even said that they were gonna listen but started watching it and couldn’t stop.

– If you have lunch break that are only 20 minutes long.

– It’s perfect.

– It’s perfect sandwich eating time.

– Yeah and that’s the industry I think we’re after now.

– The sandwich eating?

– The sandwich eater, which is why today’s episode is sponsored by Subway.

– Finally.

– The social snippets, little video clips we made to promote it, to put on social media, they worked really well.

They got shared.

We ended up in an online paper, and yeah they went really well on LinkedIn and views and stuff.

So pretty happy, and more possibly the highest accolade was my friends who never said
anything nice to me ever, said it was actually quite good.

So they even listened to it and they downloaded it, and one said he’d listen to this week’s as well.

– I think quit while you’re ahead and get new friends.

Cus you’ve had that one high now.

– How easy do you think it’s going to be for me to make new friends?

– Actually that’s true, hang on to them.

– These guys tolerate me.

– Now I know this is the thing that you’re really happy about, because I spent a whole show trying to convince you that podcasting was the way, and what the stats are saying is, 60 people watched it on YouTube.

Everyone else listened to it.

– You see that’s the thing that kinda cracked me up because,

I personally you know, was a bit apprehensive about this. Hang on we, sell videos this is not going to work, but the video version of the podcast did way better then just the podcast alone.

That’s great right?

– Yeah, it was more

– And unexpected.

– Yeah, unexpected.

People did listen. Both of them had the same average sort of rate of retention, which was around the 50, 57% mark.

Which is very good online believe or not, it might sound rubbish but it’s actually very good.

But the most interesting thing was that, yeah, the video was the thing that people watched.

It’s a 16 minute video, that’s quite long.

I know a lot of people got to the end.

And also what’s good is it started to move up the ranks on YouTube because of the average viewer duration, which is good, that’s how things rank.

So it’s starting to get a little views slip in.

– So video helped the radio star.

– That’s it, I mean.

– You’ve heard it here first.

– Oh, I feel a jingle coming on.

(Hip hop music)
♪ Podcasting killed the ♪ video star but then it fought back and it didn’t get far. ♪

– A couple of things we learned, that I would say, if you’re making your own this is where the show kinda starts for you.

– Welcome back, if you’ve just skipped to that whole section.

– Yup, Welcome back

– Good to have you.

– You need about three to five episodes to start off with as like a bed.

So people just don’t, really we should have, yeah we should of had three.


Some basics you should know before you podcast


The recommendation of that, especially online they would say the same thing.

Start off with three to five episodes in the bank, so that when people do discover you,there’s more to dip in and watch.

So that was our first mistake.

– Because otherwise?

– Because otherwise,they complain apparently, and say I wanted more.

Not to us personally, but another person who has a podcast had a complaint because they didn’t have enough podcasts.

– We’ve not built up bed or bank of podcasts.

We’ve put out one an didn’t get any complaints.

Which suggests the content wasn’t that good for them to complain about.

That’s what I thought.

– I think if,

– I felt left out that no one complained.

– I happy with, I happy with the stats.

I mean if it gets to the stage where people are complaining there’s not enough, you’ve
reached a new level of genius.

– Yeah right.

– I think we’re miles off that

– Yeah

– so this guy must’ve been.

– Basically we haven’t peaked yet.

So that’s great, I would hope not after one podcast.

– I would hope so too. Another faux pax is that it takes four to five days
to get listed on iTunes.

I thought you just sorta hit a button and you’d be up.

They have to vet it, so our show that went out on the Thursday, it
was five days late on iTunes.

So we didn’t really get to experience ultimate downloads.

– God we’re late already we’ve only just started.

– Yup, so take that into consideration.

Measuring’s a pain because the advice out there is, put it on every platform you can.

But then you’ve got eight different platforms to go back and measure
on, so that was annoying.

– [Ed] Length seemed about right?

– Well the feedback was right but you always got the stats and anecdotally
yes, it seemed to be right.

You always got the stats of engagement, which are not watertight yet cus we
haven’t got all the stats in.

All the platforms don’t record them at the same time for us.

– [Ed] And the stats we’ve got, are good.

I could only go on them.

– So over 50% all the way through which is apparently
quite good for a podcast.

– General rule of thumb for a two minute video is that if it’s over 60,

– Yeah

– For a 16 minute one, over 50, yeah that’s a good sign.

So let’s pat ourselves on the back.

– Right, patting, a bit of patting

– Not too hard.

– And rubbing my neck at the same time, cus I’m a bit itchy.

– Yup good, and that’s it really.

(electronic drum music)

– [Voiceover] Oh, look at those stats.

– Right so, let’s get cracking onto how to make a business podcast.

– Yup.

– Before we do, just because sometimes stuff’s boring, I thought we’d make it more interesting.

We’ll play a game through out the whole episode right, and I know you’re gonna like this.

Because I was watching a video the other day and an advert for a video platform.

She’s obviously some sort of influencer or something.

And she said, the advert was like, “oh I’m on Tik Tok now!”, which is like a vine esque app.

“I’m going to be releasing loads of great content everyday!”

And I thought, oh children are calling video content, like marketing is creeping into children.

– We’re just turning them into the perfect consumers.

– So it made me feel a bit sick.

You’ve noticed the word content being used just for anything.

– I think, you know whatI think it’s like, that word point, that Americans use when
they say price point.

Another way of saying price point is, price.

The price is this, right. I think it’s the same.

You could not use the word content you could say, I’ve been writing.

– Yeah that’s true I like that. So we’ll ban the content from this.

We have to put in other words.You can use the word content if it applies to multiple mediums.

So if everyone else does this, maybe we’ll save children, from the evil of content.

– I think that would be a huge achievement.

(jazzy electronic music)

♪ Content. ♪

♪ Whatever you do, don’t say content. ♪

♪ Content, content, content, content! ♪

♪ Oh no, I just said content ♪


  1. Setting your business podcast goals


– First thing you need to do, if you wanna make a business podcast, Dave, What you think it is?

– I think you need to get name for the podcast.

– Before that?

– Before that, I don’t know.

– You need a goal.

Why are you doing this?

What do you think our goals are?

– Get more podcasts made.

– Oh well that’s a result.

– Quite specific.

– Maybe I’ll just answer my own questions from now on.

You can just chip in every now and then.

– When should we start this video?

– No, I’m enjoying watching you humiliate yourself.

So, our goal right, is to generate awareness, right?

So it’d be nice if more people knew about us,for the right reasons hopefully.

I wanna differentiate, do you know what I like about having a podcast?

Even though I’ve got one episode, is that now on our footer on our website there’s a button that says download on iTunes, and the very fact that we can use the Apple logo on our site,

– It’s the credibility.

– It makes us look like we’re somebody’s,

– Right Vis a vis.

– When we’re not.

– Credibility

– Yeah.

– Right.

– So, just release one podcast, and put that download on iTunes, and you’ll instantly look better than you are.

So, that’s a bit of free advice.

– I suspect that our goal, which we did talk about earlier on and it’s seems
to have become more of list of different things but, was to communicate and show, communicate clearly and show hopefully inspire some people to communicate clearly themselves with their, in their business, not just themselves.

– I don’t think your goal should be to generate millions of pounds from podcasts.

Although the Joe Roga podcast, found this out the other day, 47 million dollars a year he generates.

– Just by himself.

There’s no costs either, cus it’s just a laptop.

– It turns out, when you start getting a hundred million downloads,it gets very expensive to host, but we’re not quite there.


2. Set a niche for your podcast


Once you’ve establish your goal, which could be different every business,
you’ve gotta pick your niche.

Right, so ideally, and this how I’m looking at niche,

– That’s nitch if you’re in America.

– The more nitch or niche you go the better, right?

So you wanna go to a level of niche, where there’s less competition for that exact niche, because there’ll be less search terms.

But somewhere in there, there’ll be a really concentrated audience of the people that you want to listen.

– Right, be we’re not doing that.

– No, we’re not doing that.

– But that is what you should do.

– That is what you should do, and then develop.

(upbeat guitar music)


3. Creating a podcast format


– Now what you needs a format, and this is the bit, that if without it, it’s
not gonna work is it?

Now what do we mean by format, David?

– Structure.

Some sort of plan, by which these relatively similar things happen in every podcast.

Otherwise you’re gonna go crazy.

You’re trying to make a totally new thing every time.

– The interview is a great one.

– Right

Cus it’s them, it’s all the information, you can harness their audience.

Get them on board, lovely jubblie.

– And by the way you don’t have to, you can have a just a chat showish, but even within that there’s gotta be segments.

– Yeah.

– And that’s one of the things we learned pretty quick, was chaptering.

– So that leads me on to number two format style, news.

That’s quite a good one be cause all the content ideas are given to you by the world.

– It is good, of course you’ve gotta remember that in a year’s time say, when someone’s popping in and now picking up on your podcast, some things may be out of date.

So you’ll be careful,I think if you can pick subjects that are maybe current but are gonna have perennial nature then fine.

– That’s, I’m gonna cross that off the list, well done folks.

You’ve just eliminated a format from the list.

– Well no, cus I mean look I listen to

Chopper’s Brexit Podcast, and he’s got stuff coming out every week, and is on a subject that is in theory gonna evaporate.

But, it’s been around I think for four years now so.

– Yeah but in ten years.

– In the lead up to the vote and after.

– You’re not gonna get your kids, come on lets all sit down and listen to the Brexit podcast, this one’s a classic.

– To be fair, I’d probably go, I could go back through say, Tim Ferris’ back cataloge and listen to tons of stuff there.

– So don’t waste time on news, forget that one. Let’s get rid of that, we’ve done that.

– Well, we talked about it.

– Educational.

Which is kind of what we’re fitting into right now.

So teaching,

– Yeah.

Discussing, again you can do it like this.

Get a guest on and then there’s the scripted one, which is basically an audio book.

– Yeah

And these are kind of

different styles that you can adopt.

Now we’d always recommend here, I think, interview.

Again, it’s not we’re doing but it’ll make your life a lot easier won’t it, having someone on, getting their knowledge using their audience to spread it.

– I was gonna say the big thing there is of course their audience and that is part of your growth as the podcast of course is,

– You need it. to look for different audiences that you can piggy back.

And as you grow of course other guests that come on are gonna piggyback off yours and so on.

– The moment we can find someone who’s willing to tarnish their credibility
to come on with us,

– Yeah

we’ll do it.

– Yeah.

– Pick a style, practice, perfect the three Ps.

– That’s interesting, yeah.

– Just made it up.

– This is just like arithmetic, except the three Rs.

– Pick, practice, perfect.

– Right, okay.

– Okay.

– The three Rs.


4. The shoppers pivot – The key to creating instant engagement


– Now this is something that is key, just to making people pay attention, and that is the shoppers pivot.

– Right, yes.

– And we do this in video don’t we?

– We do this video, you’ve gotta have a pattern interrupter of some sort, and just like novelists have a great first line in their novel, “It was the best of times, it was the worst of times”, that sort of thing.

Or my all time favorite, Iain Banks in “Crow Road” was, “The day I met Verity Walker was
the day my grandmother exploded”.

Best first line ever in a novel.

– I automatically want to know what happened next.

– Exactly

– That worked so well.

– So that’s a shopper pivot.

– That is what is designed, yeah that’s exactly what it’s about.

It’s made you go, “What?”, I want more of that.

– Yeah.

Now you can always make a better one, but the fact is most people don’t even know that that idea exists. And if you make even a halfway effort, you’re going to pattern interrupt people to consider what happens next.

Now I should say, you can’t just say any old nonsense really, it should be context.

– [Ed] We did last time.

– We did last time actually, we probably scared some people off but, you really should be looking at, how do you offer a sneak preview into the context of what’s going to unfold, and then make sure to deliver on that promise, and you’ll satisfy people’s appetites.

– Though, coming up with these is quite tough if you’re writing them.

Best thing to do, when you’re making your podcast, is when you’ve done it and you’re editing it, go and find the most interesting bit.

Which is slightly absurd, or has a bit of a cliffhanger, wack that straight at the front. Then hit them with a jingle, off you go. And it’s like, Oh, this is a sign of things to come.

– Yeah, so you don’t have to be conscious about it in the beginning good if you can write in something in there if you know it’s gonna work.

But, yeah, leave it otherwise to the edit.

– Alright and then, what we came on to then was jingles.

So our first one, without the jingles and the stuff cutting it up, just was really long winded and dull.

– Yeah

– Adding them in, broke it into little chapters, which without them, when I watched it, was
like oh man, this sucks.

So, it give the listener or the viewer a little bit of a break, I think.

– Yeah I mean when you’re reading a book you wanna have those moments to just absorb what’s occurred and also feel like there is, you’re in the hands of somebody who is structuring this deliberately.

– Yeah

Not, just a ramble.

– Not just, exactly.

– Although there

is a little bit of that we know.

– That’s what separates from the ramble and also, probably just gives people less of a headache.

Having a break, listening to us. So that’s more of a health benefit,

– It is

– for the listeners as well.

So that’s your format.
(electric guitar music)


5. What not to do in a podcast 

– I was listening to one of Neil Patel’s podcasts, and his guest had a cold and he was like,

(nasal mumbling)
– I’ve got a bit of a cold at the moment, I’m a bit blocked up, but we’ll go with the show anyway.

And so Neil Patel starts talking,

and you just hear this bloke sniffing then he blows his nose, and I was like, Oh, this,
just turn his mic off, we don’t need to hear him blow his nose.

Don’t do that in your podcast, that’s for sure.

– And also, why not edit some of that out?

– I don’t know.

– Yeah

– I don’t know.
– It doesn’t really add value.

– If

– That’s the other term.

We’re gonna get rid of.

– Have we said the C word yet?

We’re doing really well.

– We are doing really well.

(upbeat guitar music)


6. Research your show topic


– Preparation now, there’s a lot of lightweight material, oh I almost said the C word, out there.

– [Ed] So research, get as much info as you can.

The internet is a marvelous thing Dave.

There’s a lot out there.

– It is marvelous.

– You think you know something, there’s a strong chance by Googling it you’ll find out some more, some stories, really important, and get more information just get as informative as you can really.

– Yeah actually, what’s the sort of litmus test, where you know it’s not quite there yet.

If you listened to the first soft of draft, or not listened, but you know went through your first draft and you went, I kind had a hunch that I knew all this before, then probably you’ve not gone deep enough.

How about that?
– Um.

– What’s a way to know?

– If you get to the end, and you think, is my dream client gonna look at this and go, “Do you know what I didn’t know that, that’s exactly he solution to the problem Iwas looking for, and they’ve just showed me exactly how to get rid of it these are the people for me.” Or are they gonna go,

– “I vaguely knew that anyway”

– Just sort of stare into the abyss, sort of dribbling.


7. Practice your podcast 


You need to then prep your guests, if you’re doing an interview right, so Skype them, have a call with them.

Run through it, believe it or not.

What this is probably the third time we’ve done this.

We talked through it. Just make sure they’re ready, because they’re gonna be nervous on the day, probably.

Work out the best questions, and practice.

Practice Dave, don’t know it you know this,

– Do you want it makes?

– Who would have thunk it?

– Perfect.
– Hmm.

– Or just better than bad.
– Not quite bad.

– Yeah, so in our case.

So once you’ve practiced, now what you need is a nice little sort of document in front of you, like this.

If it’s just and audio podcast, no one can see that you’re reading notes or looking at it.

Unfortunately, we don’t have that luxury.

You’ve got a bullet point here, but you don’t want to writing too much information, cus you don’t want to be reading it do you?

– No that’s it, I mean these are what you’ve done, if I’m to reveal that is just bullet points there.

– We are going over that.

– It’s just talking points.

– We’ll put this up.

– We’re gonna put this up won’t we?

– We’ll put this up, if you listen.

– Yeah, good.

Go and have a look. – Have a look on the blog.

We’ll put a link wherever you are,

– Yeah

– in the description on YouTube, in the posts on the blog page.

We’ve solved all of the problems that come with pre production.

Now let’s go into actually making the podcast.

And we found some cool stuff actually, didn’t we David?

– I’m trying to remember this part of the prep, I’ll be honest.

– Well, let’s cut and work out

(Upbeat guitar music)

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