RED - The Marketing Podcast For Experts

Jason Van Orden had the first podcast dedicated to making money online and a huge business related to it. Then he walked away. He's still podcasting, this time with a show called Impact: How to Grow a Thought Leadership Brand and Business. Why make the jump? How do you make the jump? When do you know it's time to move forward to something new? We talk about these things and more on this episode of RED Podcast.   Help Your Expert Friends Build an Audience... If you like RED Podcast, subscribe now (it's free) and you'll never miss an episode. And if you really like RED, I'd appreciate you telling a friend (maybe even two).

This podcast used to be known as "The Marketing Podcast for Influencers." Then the definition of "influencer" changed to mean people like Kim Kardashian. Nothing wrong with Kim Kardashian, but this podcast is for experts, not social media socialites and cable television stars. So the name changed... But I still look at "influencer" marketing techniques and it's still a topic worth talking about, even for people like you, experts and those with specialized knowledge. Why? Because "influencer marketing" can work for you. More in this episode... Help Your Expert Friends Build an Audience... If you like RED Podcast, subscribe now (it's free) and you'll never miss an episode. And if you really like RED, I'd appreciate you telling a friend (maybe even two).

You've heard the saying, "People buy from those they know, like, and trust."  I'll also add, "People buy from those they agree with." And never has the "agree with" part of this been so prevalent. We've got a lot to have opinions on these days and we've got a lot of ways to find the opinions of others. You didn't sign up for Facebook to see what your friends in high school think about COVID-19 vaccines, but here we are... Which brings me to the point of this episode – everybody and his brother has an opinion when it comes to COVID-19 and how to handle it. And as somebody who travels, has to make a living, and maybe even does live events with a lot of people in close proximity, how do you handle this? I have some thoughts. But know no matter how you slice this, you're going to piss some people off. Are you ready? Jessica Kupferman runs an organization for female podcasters called She Podcasts. Next month, she's doing a live event with the same name in Arizona – a COVID-19 hot spot where they've put "anti-vaccine" laws in place. It's gotten messy. And it's arguably a dangerous place to be, so people are scared. Jessica is doing a great job letting the people who listen to her know what she expects from them if they want to attend her event as well as what to expect when they come. I encourage you to do the same thing, regardless on which side of the mask/vaccine debate you fall. Don't leave your people hanging, even if it make half of them angry. More in this episode... Help Your Expert Friends Build an Audience... If you like RED Podcast, subscribe now (it's free) and you'll never miss an episode. And if you really like RED, I'd appreciate you telling a friend (maybe even two).

Joe Rogan has an exclusive deal with Spotify. Lots of people do. Is it worth it? Maybe for Joe Rogan, because he got paid a lot of money, but his guests aren't getting the boost from his podcast that they did previously. Howard Stern has similar things happen to him when he signed an exclusive deal with Sirius. I've got a few exclusive deals for my content. My book on podcasting has couple of exclusive deals – the ebook version is exslusive to Amazon and the audiobook version is exclusive to Audible. Worth it? I guess. I'll fill you in on how the numbers work and why I went exclusive in this episode. Then you can decide for yourself whether exclusive deals are right for your content. Help Your Expert Friends Build an Audience... If you like RED Podcast, subscribe now (it's free) and you'll never miss an episode. And if you really like RED, I'd appreciate you telling a friend (maybe even two).

What happens if you say something that later comes back to be wrong? What happens when the stakes are so high that something you said (and believed) pulls you off the air? That happened to a nationally-known radio host and it can happen to you – it can happen to all of us. Thoughts on what to do about it are in this episode...

Expectations are fine for relationships, as long as the parties involved are on the same page. For example, I expect to pay for a drink at the coffee shop, but I don't expect to pay for one when visiting a friend's house. Things get messy if you think one thing is happening and the other party thinks something else. Unfortunately, this happens a lot in business. And you may be doing this without even realizing it. Recently I saw a message from Jeff Brown of Read to Lead Podcast about an experience he had with a situation like this and how he handled it.  Help Your Expert Friends Build an Audience... If you like RED Podcast, subscribe now (it's free) and you'll never miss an episode. And if you really like RED, I'd appreciate you telling a friend (maybe even two).

You've probably heard the saying about college professors, "Publish or perish."  Like it or not, the same could be said about experts. And fortunately, we're in a world where getting out information out to the world is easier than ever. But how hard should be push? In this episode, I share a story about something that happened just this weekend, at a podcasting event I attended with Dave Jackson from School of Podcasting. In this story, his "sale" just happened, because the customer was already pre-sold on Dave, even though the two had never met before. This is something that can happen to everybody, even you. But you've got to get confortable letting people know you exist. Want to do this via your podcast? Visit BigPodcast.com for help. Help Your Expert Friends Build an Audience... If you like RED Podcast, subscribe now (it's free) and you'll never miss an episode. And if you really like RED, I'd appreciate you telling a friend (maybe even two).

You take a risk any time you share a message, especially if you lean in to something. What happens if you say something that later comes back to be wrong? This happened to a local (but nationally-known) radio host. After months of posting anti-vaccination information and conspiracy theories about COVID-19, he got the virus. He's currently in the critical care unit of a local hospital, fighting for his life. It's a situation that we've all been in – we believe something (and act on it), only to have that "reality" flipped on its head. And, if you interview or work with other people, you've likely been in the situation of spreading the false beliefs of somebody else. In This Episode: The process of vetting podcast guests, guest post authors, and business partnersWhen to kill an inteterview or partnershipHow close should a "values match" be when deciding who to work with?The Christian Pedophile (more info on this situation here)Going against guest or business partner opinionsRemoving "bad information" you've releasedOwning your past and making it work for you If you're releasing information to the world and want to keep on top of your reputation as well as make sure what you're saying is both accurate and helpful to your audience, listen up! Help Your Expert Friends Build an Audience... If you like RED Podcast, subscribe now (it's free) and you'll never miss an episode. And if you really like RED, I'd appreciate you telling a friend (maybe even two).

There is a lot of junk "information" online and some sites seem to have more of them than others. Whether you're looking at a free site, like YouTube, or a paid site, like Udemy, chances are that you're going to have to weed through a lot of noise to get to something that's really helpful. To record this podcast, I use a program called Audacity. Although I've been using it for about 20 years, a new version just came out and I was looking for information on one of the new features. That's how I found Mike Adams' Audacity Bootcamp. This course changed my opinion of Udemy. It's an amazing value for under $20 and it shows the potential of the platform, for both students and creators. On this episode, I talk with Mike about how he used his knowledge of audio to create this course and what he's done to market it. If you've thought about putting your specialized knowledge online, you'll get a lot out of this. In This Episode: Getting started on UdemyOrganizing your "big idea" into a coursePutting your course together – what you needWhat people look for in a courseYour teaching styleOne BIG course or several smaller courses? Which is better?Pricing your course on UdemyLearning as you go...How to get people to take a chance on a new Udemy courseWhat to do if you get lost...Connecting with other course creators If you've got specialized knowledge you want to package and sell as an online course, listen up.  Help Your Expert Friends Reach More People... If you like RED Podcast, subscribe now and you'll never miss an episode. And if you really like RED, I'd appreciate you telling a friend (maybe even two).

On the last episode, I talked with John Jantsch of Duct Tape Marketing about his longevity in the "expert business." On this episode, I'm going a bit deeper into three of the concepts we discussed: Point-of-ViewConsistency of Messaging (and just consistency)Leveraging Yourself (and your message) If you've been in your expert business for a while, or want to be, you'll get a lot out of this. Help Your Expert Friends Reach More People... If you like RED Podcast, subscribe now and you'll never miss an episode. And if you really like RED, I'd appreciate you telling a friend (maybe even two).

I started my company in 1995, while I was still in college. I didn't think much of it at the time, but knew I didn't like working for somebody else and that I wanted options. I'm still here, but there are certainly those times when I ask myself, "How much longer can I do this?" Last year, I decided to go through a year-long exercise marketer John Jantsch outlined in his book, The Self-Reliant Entrepreneur. When I was done, I booked him for this podcast to talk about his entrepreneurial journey and self-reliance, doing his business even longer than I've done mine. This episode has that conversation. Want to keep moving forward in your business? Listen up! Help Your Expert Friends Reach More People... If you like RED Podcast, subscribe now and you'll never miss an episode. And if you really like RED, I'd appreciate you telling a friend (maybe even two).

The beginning of the year is always a great time for self-evaluation, but right now, with a new President just taking office, is also a great time to think about "leadership" and being the type of leader that will help you to spread and be more impactful with your expert message. In this episode, I talk about two different leaders and how they're handling stressful events. HINT: One of them didn't handle things so well... Help Your Expert Friends Reach More People... If you like RED Podcast, subscribe now and you'll never miss an episode. And if you really like RED, I'd appreciate you telling a friend (maybe even two).

On RED 280, I talked about how I've switched to jumping rope for my main cardio exercise during the pandemic. I'd have a little experience with jumping rope previously, but was still pretty much a beginner, so when I got my ropes, I started looking online for info on how to do it correctly. That's how I found Nate KG. I wasn't the only one. When COVID-19 hit the first time and gyms closed, tens of thousands of people like me were without a place to workout and, because there was a run on home fitness equipment, because it's cheap to get started, and because of people like Nate KG, many starting jumping rope. As you've probably experienced, once you follow an account on Instagram or YouTube, you start to see similar accounts. This is what happened to me when I followed Nate. And now I'm following 10-12 people whose primary content is about jumping rope. It's been interesting to see how this group of people interacts with each other and how each account differentiates itself. Also, how jump rope companies markets themselves through these accounts. The business of social media is what I talk about with Nate. We also talk about the parallels of growing a business and jumping rope, because there are plenty. Links To Things We Talk About: Nate's Instagram pageNate's YouTube channel Help Your Expert Friends Reach More People... If you like RED Podcast, subscribe now and you'll never miss an episode. And if you really like RED, I'd appreciate you telling a friend (maybe even two).

There are two rules all churches know (or will know soon enough). Both apply to your business. In This Episode: How to get booked for more gigsHow to write a book (or several books)How to do more podcastsHow to be a guests on other people's podcast more oftenWhat "they" don't tell you about having good cheekbones Links To Things I Talk About: The Business Of Church And Communication [RED 281] Help Your Expert Friends Reach More People... If you like RED Podcast, subscribe now and you'll never miss an episode. And if you really like RED, I'd appreciate you telling a friend (maybe even two).

Your podcast, your book, and your "media" has a lot more in common with church than you'd think. And whether you're a public speaker, a podcaster, or a writer, you have a lot in common with a preacher and how he communicates. Wayne Geiger is a pastor, adjunct professor of speech, speech coach, and former morning radio broadcaster. And these similarities are what we talk about on this episode. If you want to spread a message, regardless of whether it's religious or secular, listen up. In This Episode: Keeping in touch with individual listeners (as opposed to “avatars”)Disposable contentIntroverted radio DJs and the problems they run into...Preparing for "showtime"Expectations of the audience (and how to deliver those expectations)Do Christian podcasters have it worse than secular podcasters?Do you really need a bigger audience?Not forgetting why you started your podcast Links To Things I Talk About: United Methodist CommunicationsThe Upper Room Help Your Expert Friends Reach More People... If you like RED Podcast, subscribe now and you'll never miss an episode. And if you really like RED, I'd appreciate you telling a friend (maybe even two).

I'm back with a pandemic-related check-in...and also a new way of titling episodes. Want to hear from me more often? Try Build A Big Podcast or the Big Podcast Instagram account. In This Episode: When the bottom falls outPanic attacksFrom 250 dates per year to only 1The "Cone of Silence" technique for claiming your spaceDoing the next right thing (even in hard times)The "Pandemic Opportunity" we all have right now Links To Things I Talk About: Helm Core TrainerBosa Balance TrainerDip StationMuay Thai Power Rope Help Your Expert Friends Reach More People... If you like RED Podcast, subscribe now and you'll never miss an episode. And if you really like RED, I'd appreciate you telling a friend (maybe even two).

I posted some merch photos on the Big Podcast Instagram account and got a comment that this story would make a good podcast. So here it is. Branded merchandise isn't for everybody, but if you have the right audience, it can be a substantial part of your business. In this episode, I talk about how many "musicians" are known more for their t-shirts and other merch than they are for their music. I also talk about how you can easily as t-shirts and other merch to your business. Want an example? Big Podcast t-shirts Help Your Expert Friends Reach More People... If you like RED Podcast, subscribe now and you'll never miss an episode. And if you really like RED, I'd appreciate you telling a friend (maybe even two).

This is a followup to my previous episode with Amy Broghamer. No matter how you cut things, producing a live event is difficult, but it's even more difficult right now thanks to COVID-19.  However, right now is also a great opportunity to jump into doing live events, if you're willing to commit now and wait until it's safe. More thoughts on the current "live event opportunity" on this episode... Help Your Expert Friends Reach More People... If you like RED Podcast, subscribe now and you'll never miss an episode. And if you really like RED, I'd appreciate you telling a friend (maybe even two).

In a way, my entire business was built on live events. As you can imagine, for somebody in the music industry, live events are extremely important to selling music, building connection with fans, getting the word out about an artist. I've produced around 2000 live events, not only for others, but for myself as well. Why? Think about this – a "live event" is basically an advertisement for what you do. But unlike a traditional advertisement, people pay you to watch it, it's interactive, and it's experienced with friends. Unfortunately, due to COVID-19 and not being able to safely get a lot of people in the same room together, the live event business isn't as easy as it was. But the good news is, because there are fewer live events happening right now and fewer live events being planned for the future, it's a great time to jump into the live event business. Let me be clear. You need to be safe. You need to take care of yourself and take care of the people you do business with. But this is possible, even in the current "pandemic" climate. For example, you could do an online event. Or you could start working on a live event that will happen after we're done with the current COVID-19 situation and are able to safely get in the same room. On this episode, I talk with Amy Broghamer about her first live event (done before the COVID-19 pandemic), how she filled the room, and what she's going to be doing with live events in the future. Because we haven't been able to safely be in the same room for the last few months, people are ready to do that...when it's safe. And if you want to be ready to take advantage of that opportunity, you want to listen to this episode.  In This Episode: Your first live event - what you need to know!Standing out in a crowded marketplaceLongterm relationships with customersHigh-end customers who pay more money for the "same" service – how to charge more than your competitionGetting through hard times in your industryFilling live events (including online events)What people are really buying when they do business with youThe advantages of a small eventHow important is food at an event?  Links To Things We Talk About: Amy Broghamer Help Your Expert Friends Reach More People... If you like RED Podcast, subscribe now and you'll never miss an episode. And if you really like RED, I'd appreciate you telling a friend (maybe even two).

Tripp Lanier is back to discuss the behind-the-scenes of writing, publishing, and launching his new book, This Book Will Make You Dangerous. For the last decade, Tripp has run a very successful coaching business. He's host of the popular podcast, The New Man. Why wait so long to write a book? What does the book-writing process look like? When you have a successful business already, why write a book at all? These are a few of the things we discussed. And if you're thinking about writing a book to spread your message or promote yourself as an expert, you'll want to listen up! In This Episode: Being bigger than you really are Keeping grounded when you're kicking ass (not believing your own hype) Being put on a pedestal Trying to be liked (and how to work around this) Gurus who don’t have it all together Failure PornWhy books are importantThe process of writing a bookHow to decide what goes in a book (and what stays out) Help Your Expert Friends Reach More People... If you like RED Podcast, subscribe now and you'll never miss an episode. And if you really like RED, I'd appreciate you telling a friend (maybe even two).