WEBVTT - How do podcasts actually make money? (ft. Rachel Corbett) 0:00:04.080 --> 0:00:06.480 Hi, I'm Bringey Saunders and welcome to Big Business, the 0:00:06.480 --> 0:00:08.880 place where business is far from boring. And today I'm 0:00:08.920 --> 0:00:12.080 recording on gaddigall Land. Now I somehow manage to build 0:00:12.080 --> 0:00:14.760 an empire from the garage underneath my house, and I'm 0:00:14.760 --> 0:00:16.759 here to share it all with you, from the wins, 0:00:16.920 --> 0:00:21.119 the mistakes, the challenging times and the funny moments in between. So, 0:00:21.200 --> 0:00:24.159 whether you're in business yourself already, perhaps you're not in 0:00:24.200 --> 0:00:26.400 the game at all, Maybe you're just looking for some inspo, 0:00:26.680 --> 0:00:27.840 or you simply. 0:00:27.480 --> 0:00:29.840 Just want to hear the tea, this is a podcast 0:00:29.880 --> 0:00:30.160 for you. 0:00:30.520 --> 0:00:34.000 Coming up on today's episode, we are actually talking about podcasting. 0:00:34.240 --> 0:00:37.320 In a podcast, we are talking about the art and 0:00:37.400 --> 0:00:41.800 the business of podcasting. Why does everyone have a podcast? 0:00:42.200 --> 0:00:44.760 Why is it so easy for some people to start 0:00:44.760 --> 0:00:48.159 a podcast when they absolutely shouldn't. Have you seen those 0:00:48.240 --> 0:00:51.280 kinds of videos online where they say podcasting equipment is 0:00:51.360 --> 0:00:52.280 way too affordable? 0:00:52.800 --> 0:00:56.600 Yeah, all the bloody podcast bros at the moment, get off. 0:00:57.200 --> 0:00:58.200 I'm sick of it. 0:00:58.280 --> 0:00:59.920 I'm not going to say the one I'm thinking of, 0:01:00.240 --> 0:01:04.400 but we've all seen everyone going off online. 0:01:04.480 --> 0:01:05.760 Stop it enough. 0:01:05.920 --> 0:01:09.520 We are talking all things podcasting. Why podcasting is good? 0:01:10.000 --> 0:01:13.880 Why podcasting can be bad? Should business owners have a podcast? 0:01:14.080 --> 0:01:16.959 If you want to start one, what should you do first? 0:01:17.440 --> 0:01:19.240 Should it be the first thing that you do. I'm 0:01:19.280 --> 0:01:21.480 going to speak to it from my experience with building 0:01:21.480 --> 0:01:23.120 a personal brand on social media. 0:01:23.240 --> 0:01:24.240 We've got a lot to say. 0:01:24.360 --> 0:01:26.959 So without further ado, let's just get straight down to business. 0:01:31.520 --> 0:01:35.440 So let's talk about podcasting now. Fun fact for you 0:01:35.520 --> 0:01:38.399 all which you may or may not know, but Big 0:01:38.440 --> 0:01:42.400 Business isn't My will wasn't my first ever podcast. 0:01:42.800 --> 0:01:45.839 So I have this Big Business podcast that you're listening 0:01:45.880 --> 0:01:46.440 to right now. 0:01:46.880 --> 0:01:50.720 I also have another podcast with Nova, so the same 0:01:50.760 --> 0:01:53.320 network that this podcast is produced. 0:01:52.880 --> 0:01:54.840 By, which is called High Scrollers. 0:01:55.120 --> 0:01:57.560 If you don't listen to that, it's myself and my 0:01:57.600 --> 0:01:59.960 friend Matt and we're just absolute idiots and have a blast. 0:02:00.560 --> 0:02:01.600 It's really really fun. 0:02:02.040 --> 0:02:04.880 And then prior to working with Nova and having Big 0:02:04.920 --> 0:02:08.040 Business and High Scrollers, I actually had my own podcast 0:02:08.320 --> 0:02:11.280 in COVID Lockdown Times, which I feel like is when 0:02:11.320 --> 0:02:14.480 a lot of people started doing podcasting. Podcasting has obviously 0:02:14.480 --> 0:02:17.440 been around for a really long time, but I feel 0:02:17.480 --> 0:02:20.799 like in COVID Times and Lockdown, we saw like the 0:02:20.919 --> 0:02:24.120 rise of the popularity of podcasting and it's kind of 0:02:24.160 --> 0:02:27.360 like super popular again, even though it's like being around 0:02:27.400 --> 0:02:29.840 for a really long time. Now, there's a lot of 0:02:29.840 --> 0:02:32.760 ways that you can do a podcast. There's a lot 0:02:32.760 --> 0:02:35.320 of benefits to doing a podcast. But I also think 0:02:35.360 --> 0:02:37.760 when it comes to podcasting, whether it's for your personal 0:02:37.760 --> 0:02:39.760 brand or your business, you've got to do it at 0:02:39.800 --> 0:02:43.000 the right time, and it's got to line up with 0:02:43.040 --> 0:02:45.840 everything else that you're doing in terms of social media. Now, 0:02:45.880 --> 0:02:49.640 when I started my podcast in Lockdown, it was called 0:02:49.720 --> 0:02:52.080 a whole Lot of BS, which means a whole lot 0:02:52.080 --> 0:02:56.160 of Britney's owners and a whole lot of bs like name, yeah, bullshit. 0:02:56.800 --> 0:03:00.800 And I was just doing that podcast on my own, 0:03:01.120 --> 0:03:04.079 which you can absolutely do on your own at home. 0:03:04.120 --> 0:03:06.680 I just had a little setup and then I signed 0:03:06.760 --> 0:03:09.880 up to a website which I don't know if I 0:03:09.919 --> 0:03:12.760 can say what it's called, I'll just say what it's called. 0:03:12.800 --> 0:03:13.959 It's called Transistor. 0:03:14.680 --> 0:03:17.600 And that was like a platform which would allow me 0:03:17.680 --> 0:03:20.600 to upload my episodes into which would then push my 0:03:20.720 --> 0:03:23.359 episodes out to all the feeds on like Apple and Spotify. 0:03:23.400 --> 0:03:24.920 There's lots of those kinds of websites. 0:03:25.000 --> 0:03:27.000 Yeah, I can say, here a nov We use a 0:03:27.040 --> 0:03:30.400 website called Omni and so we upload all the big 0:03:30.400 --> 0:03:34.359 business episodes and that gets sent out to every platform. 0:03:34.560 --> 0:03:37.280 Yeah, so there's heaps of those kinds of websites. 0:03:37.320 --> 0:03:39.120 So the one that I used back in COVID times 0:03:39.240 --> 0:03:42.440 was called Transistor. You sign up, you pay like a 0:03:42.480 --> 0:03:44.720 monthly fee I think, or a yearly fee if you 0:03:44.720 --> 0:03:48.920 want it cheaper, and then that allows you to upload 0:03:49.000 --> 0:03:51.960 your audio file and then it will automatically do all 0:03:52.000 --> 0:03:54.000 the work for you and then your podcast will be 0:03:54.000 --> 0:03:57.200 available to view on Spotify, Apple, blah blah blah. 0:03:57.200 --> 0:04:00.000 There was also like, I think it's Spotify for podcas 0:04:00.080 --> 0:04:01.040 casters or. 0:04:01.040 --> 0:04:03.320 Something like that, because I used to use for my podcast, 0:04:03.520 --> 0:04:07.000 and that's for free. So you interpay any money and 0:04:07.040 --> 0:04:10.440 you can send it out to Spotify, to Apple wherever 0:04:10.480 --> 0:04:10.800 you want. 0:04:10.840 --> 0:04:12.520 So there's free platforms as well. 0:04:12.680 --> 0:04:15.920 There's also lots of free software that you can use 0:04:15.960 --> 0:04:18.360 to record your podcast into just this is if you're 0:04:18.400 --> 0:04:21.200 doing at home by yourself. When I was doing mine 0:04:21.279 --> 0:04:24.880 in lockdown times, I was just recording on my Mac 0:04:25.080 --> 0:04:28.680 Into garage band and then exporting it as an MP 0:04:28.800 --> 0:04:31.520 three And because I had a lot of experience with 0:04:31.680 --> 0:04:35.599 editing my YouTube videos for years. I found just editing 0:04:35.640 --> 0:04:38.000 my episodes myself really easy, but that's because I had 0:04:38.080 --> 0:04:41.640 so much experience using iMovie. So garage Band is exactly 0:04:41.839 --> 0:04:44.040 essentially the same thing. There's just no video element. It 0:04:44.080 --> 0:04:46.280 was just the audio. And I did that for fun 0:04:46.600 --> 0:04:50.200 during Lockdown just and I didn't have an upload schedule, 0:04:50.240 --> 0:04:52.520 like I was just uploading here, there and everywhere. And 0:04:52.600 --> 0:04:54.719 I didn't make any money out of that. I was 0:04:54.800 --> 0:04:58.880 just purely uploading into putting my podcasts out there into 0:04:58.960 --> 0:05:02.159 the universe. It was just for anyone that wanted to 0:05:02.360 --> 0:05:04.760 have a listen if they were bored in lockdown times. 0:05:04.920 --> 0:05:06.440 And then I kind of gave up on that when 0:05:06.440 --> 0:05:09.279 I got busier again. It was never like a priority 0:05:09.320 --> 0:05:12.720 of mine. And then obviously I connected with the team 0:05:12.800 --> 0:05:17.839 at Nova two ish years ago now and started High Scrollers, 0:05:17.960 --> 0:05:21.560 which is my other podcast, and then fun fact for 0:05:21.640 --> 0:05:26.240 you all, I pitched Big Business to Nova. So I'd 0:05:26.279 --> 0:05:29.320 already had High Scrollers with Matt for about a year 0:05:29.520 --> 0:05:32.039 ish and I really wanted to talk more about business 0:05:32.040 --> 0:05:36.240 on a pod, and they basically own this podcast. And 0:05:36.320 --> 0:05:39.000 there's two ways that you can do a podcast. You 0:05:39.000 --> 0:05:40.720 can do it on your own, or you can have 0:05:40.960 --> 0:05:45.400 it through a network. I have done both, and when 0:05:45.400 --> 0:05:47.560 I did it myself it was very DIY. 0:05:47.640 --> 0:05:48.800 It was very beginnery. 0:05:49.080 --> 0:05:51.280 But now I'm here with Nova and I come in 0:05:51.320 --> 0:05:53.839 every single week. I have producer Xander here with me 0:05:54.279 --> 0:05:59.320 and we record these episodes together. So I pitched having 0:05:59.360 --> 0:06:01.680 my own post to Nova. I made up like a 0:06:01.720 --> 0:06:06.960 PDF document with multiple pages. I had episode ideas, and 0:06:07.000 --> 0:06:09.120 I presented it to Xander's boss. 0:06:09.480 --> 0:06:11.080 It turns out they said, okay, let's give. 0:06:10.960 --> 0:06:14.279 It a go. Actually, should we get my boss on here? 0:06:14.920 --> 0:06:16.800 Yeah? But aren't I your boss? 0:06:18.000 --> 0:06:18.279 Do you know? 0:06:18.320 --> 0:06:19.080 It's funny you said that. 0:06:19.160 --> 0:06:24.840 Someone in our big business DMS asked about the process 0:06:24.880 --> 0:06:26.800 of us making this podcast and asked if I was 0:06:26.839 --> 0:06:29.400 employed by you. So their answer is, I'm actually not 0:06:29.560 --> 0:06:33.600 employed by Britney Saunders. I'm employed by Nova Entertainment, and 0:06:33.720 --> 0:06:35.800 Brittany doesn't pay me as much as I would like 0:06:35.839 --> 0:06:36.200 her too. 0:06:37.000 --> 0:06:39.719 So Rach Corbett is the head of podcasts here. Want 0:06:39.760 --> 0:06:40.920 me to text Rach and get her on. 0:06:41.040 --> 0:06:42.160 She's like the big boss here. 0:06:42.240 --> 0:06:45.039 Let's get a big boss on. 0:06:47.440 --> 0:06:50.800 So we have Rachel Corbett in the studio. What is you? 0:06:50.800 --> 0:06:52.200 What do you do? Here at Nova. 0:06:52.240 --> 0:06:56.760 Well, my role now is called Network Director at Nova Podcasts, 0:06:56.760 --> 0:06:59.239 but essentially I look after all of the podcast content 0:06:59.320 --> 0:07:02.039 for Nova, so stuff we make originally in house, stuff 0:07:02.040 --> 0:07:04.400 that other people make that we are the commercial partner 0:07:04.440 --> 0:07:05.960 for all of the podcasts. 0:07:05.960 --> 0:07:08.960 We look after content wise in my bucket. 0:07:09.120 --> 0:07:11.320 One great question for you that like a lot of 0:07:11.320 --> 0:07:14.400 people who aren't in the podcasting world would be interested 0:07:14.440 --> 0:07:16.480 to know, and it's a really simple one. 0:07:16.560 --> 0:07:18.520 How do podcasts make money? 0:07:18.960 --> 0:07:21.480 It depends they make money in a bunch of different ways. 0:07:22.120 --> 0:07:25.680 If you are partnered with a network or you're selling advertising, 0:07:25.760 --> 0:07:27.920 you are usually selling on a cost per meal basis, 0:07:27.960 --> 0:07:30.720 So that means what a cost per thousand downloads? So 0:07:30.800 --> 0:07:32.840 when you're selling like that, you have to have a 0:07:32.880 --> 0:07:35.000 lot of downloads to make money. Yeah, because if you 0:07:35.000 --> 0:07:37.440 think about it cost per thousand downloads, it might be 0:07:37.480 --> 0:07:39.840 twenty five dollars for one AD, and if you've only 0:07:39.840 --> 0:07:42.119 got a thousand downloads, you're only getting twenty five dollars 0:07:42.160 --> 0:07:44.840 for that ad. And I would argue, I mean a 0:07:45.040 --> 0:07:48.960 no advertiser is going to pay for an audience that's small. 0:07:49.320 --> 0:07:52.120 But ultimately you want to be thinking about what impact 0:07:52.160 --> 0:07:53.560 is this going to have on my content, and I 0:07:53.560 --> 0:07:56.200 don't think twenty five dollars is worth it. So you 0:07:56.240 --> 0:07:58.880 want to as a creator, make sure that you are 0:07:59.240 --> 0:08:02.360 earning enough money that makes sense for your podcasts, and 0:08:02.440 --> 0:08:05.040 clients in return also want enough downloads. So if you 0:08:05.120 --> 0:08:08.120 have got decent downloads, you'll usually be selling advertising. But 0:08:08.160 --> 0:08:10.520 there are a bunch of different ways to monetize. You could, 0:08:10.880 --> 0:08:12.720 you know, set up a Patreon account if you're an 0:08:12.760 --> 0:08:16.600 independent creator. You could monetize via the platforms like Spotify 0:08:16.720 --> 0:08:20.560 and Apple, you know, and use their subscription services. You 0:08:20.600 --> 0:08:23.080 can create private podcasts that you might want to pay 0:08:23.080 --> 0:08:25.560 for if you've got a business. Often, I think the 0:08:25.600 --> 0:08:27.880 best option if you are a business owner and you 0:08:27.920 --> 0:08:29.800 have a podcast is that that is a source of 0:08:29.800 --> 0:08:30.679 traffic to your business. 0:08:30.720 --> 0:08:33.720 It's about lead generation talking about your business in general. 0:08:33.880 --> 0:08:37.120 Yeah, but even you know, even outside of just advertising 0:08:37.120 --> 0:08:41.640 your business, it's about giving people the chance to work 0:08:41.679 --> 0:08:45.320 with you before they actually spend any money. And you 0:08:45.360 --> 0:08:48.600 can bring them into your funnel by you know, sharing 0:08:48.640 --> 0:08:50.520 with them and opt in or something that gets them 0:08:50.559 --> 0:08:53.400 on your email list. And a lot of people come 0:08:53.440 --> 0:08:56.240 through the podcast and find that stuff that way, And 0:08:56.240 --> 0:08:58.240 a podcast is a great way. You know, I think 0:08:58.240 --> 0:09:00.280 so many businesses and people spend so much time I'm 0:09:00.320 --> 0:09:02.600 pouring over the copy of their website. How can I 0:09:02.600 --> 0:09:05.160 get my tone and personality into this copy? How can 0:09:05.200 --> 0:09:07.520 I make sure that I leap off the page? And 0:09:07.600 --> 0:09:09.839 in a podcast, you're leaping off the page because it's 0:09:09.880 --> 0:09:12.040 you you're talking. You don't have to worry about that 0:09:12.200 --> 0:09:14.560 tone that you know, because you can put all of 0:09:14.600 --> 0:09:17.400 that into who you are in the microphone. I think 0:09:17.440 --> 0:09:19.679 it is so much easier to do that in a 0:09:19.760 --> 0:09:22.520 mic than it is to do in copy. Yes, you 0:09:22.559 --> 0:09:24.760 can get to the point where you get that copy firing, 0:09:24.880 --> 0:09:26.320 but it's never going to be as good as sitting 0:09:26.360 --> 0:09:28.720 down with you. And a podcast is like sitting down 0:09:28.760 --> 0:09:33.440 with somebody and them being able to tell you why 0:09:34.000 --> 0:09:34.920 you should work with them. 0:09:35.400 --> 0:09:38.760 What would be your advice to let's say, established business 0:09:38.760 --> 0:09:41.959 owners out there that are wanting to step into launching 0:09:42.040 --> 0:09:44.720 a podcast kind of for their personal brand but also 0:09:45.000 --> 0:09:47.080 for their business, Like, what should be their focus in 0:09:47.120 --> 0:09:50.040 those early days of starting their podcast and those first 0:09:50.080 --> 0:09:53.240 few episodes, and should they just be worrying about, you know, 0:09:53.280 --> 0:09:56.280 building a community before looking into trying to get sponsors 0:09:56.320 --> 0:09:56.840 on board. 0:09:57.320 --> 0:09:58.360 Like what would be your tips. 0:09:58.520 --> 0:09:59.680 I think it's a long game. 0:10:00.080 --> 0:10:02.679 It's always a long game, like with anything, right, Yes, 0:10:02.760 --> 0:10:05.400 everybody wants a quick fix on every single thing in life, 0:10:05.440 --> 0:10:07.400 doesn't matter how many times we tell people there are 0:10:07.400 --> 0:10:09.800 no quick fixes for anything. You cannot become an Instagram 0:10:09.800 --> 0:10:13.200 influencer overnight. You cannot become this overnight. Everybody still wants 0:10:13.240 --> 0:10:15.000 to know, how's the way I do this overnight? 0:10:15.040 --> 0:10:16.600 It doesn't happen. You don't do it over night. 0:10:16.640 --> 0:10:20.040 I think there's so much misunderstanding even with business around that. 0:10:20.120 --> 0:10:23.480 Like we live in a world of instant gratification where 0:10:23.480 --> 0:10:25.440 we click and somethings at outdoor the next day. So 0:10:25.480 --> 0:10:27.199 when people want to start a business or they want 0:10:27.200 --> 0:10:29.320 to start making content on TikTok, like they think that 0:10:29.360 --> 0:10:32.000 it's going to happen really quickly for them. But I 0:10:32.000 --> 0:10:34.720 would say even more so for podcasting, like it is 0:10:34.800 --> 0:10:36.800 kind of like that slow burn and it's going to 0:10:36.840 --> 0:10:38.200 take you a really long time. 0:10:38.400 --> 0:10:41.560 The main thing with podcasting, the main thing that will 0:10:41.600 --> 0:10:45.280 impact your success as a podcaster is consistency. That is 0:10:45.320 --> 0:10:47.880 the single biggest factor. It doesn't matter if you have 0:10:47.920 --> 0:10:50.800 a massive audience somewhere else that isn't the single biggest 0:10:50.800 --> 0:10:55.000 factor in podcasting success. It's about delivering episodes consistently over 0:10:55.040 --> 0:10:57.160 a long period of time. So I would say, if 0:10:57.160 --> 0:10:59.400 you were thinking about starting a you need to know 0:10:59.440 --> 0:11:01.640 that you can commit to it, because you don't want 0:11:01.640 --> 0:11:03.920 to start out gung ho. I've seen so many people 0:11:04.040 --> 0:11:06.199 jump in. They're like, oh my god, I've got ideas 0:11:06.200 --> 0:11:07.960 coming out of my eyeballs. I can't I've got this. 0:11:08.160 --> 0:11:10.000 I'm never going to have a moment where I'm not 0:11:10.040 --> 0:11:12.080 going to have something to say on this podcast. And 0:11:12.120 --> 0:11:14.040 six weeks later they're like, I have no idea what 0:11:14.040 --> 0:11:16.000 to say next week, and then they never release an 0:11:16.000 --> 0:11:19.480 episode again. Yeah, the vast majority of podcasts do not 0:11:19.520 --> 0:11:22.560 survive seven to ten episodes. There are like over four 0:11:22.559 --> 0:11:24.679 million podcasts out there, and so a lot of people 0:11:24.679 --> 0:11:27.280 are like, oh, this is just too overly saturated. Less 0:11:27.280 --> 0:11:30.320 than five hundred thousand released episodes in the last ninety days, 0:11:30.679 --> 0:11:34.680 so the vast majority do not continue to release episodes. 0:11:34.720 --> 0:11:36.520 It's something that a lot of people jump in because 0:11:36.520 --> 0:11:38.559 they think this is easy. I can set up a microphone, 0:11:38.559 --> 0:11:41.760 I can talk to an audience. They underestimate what you 0:11:41.840 --> 0:11:44.200 need to do to actually get an audience to listen, 0:11:44.480 --> 0:11:46.480 and the first thing on that list is think about 0:11:46.520 --> 0:11:49.640 your audience. I see so many people coming up with 0:11:49.720 --> 0:11:52.680 an idea that's based entirely off the ego. It's got 0:11:52.720 --> 0:11:55.400 nothing to do with an audience. It's got everything to 0:11:55.440 --> 0:11:57.360 do with what they want to say, what they want 0:11:57.360 --> 0:12:00.120 to talk about, and particularly when it comes to business. Yes, 0:12:00.440 --> 0:12:02.320 I think this is a mistake a lot of people make, 0:12:02.360 --> 0:12:04.320 and it happens in branded content as well. You know, 0:12:04.360 --> 0:12:06.160 we have to work a lot with brands to kind 0:12:06.200 --> 0:12:08.199 of get their message back from what they want to 0:12:08.200 --> 0:12:10.400 say to what an audience actually wants to listen to. 0:12:11.080 --> 0:12:13.480 Is that brands have things they want to tell people. 0:12:14.040 --> 0:12:15.520 So as a business, you're like, these are all the 0:12:15.520 --> 0:12:17.520 things I want somebody to know about my business. If 0:12:17.559 --> 0:12:20.160 you just give them valuable content that helps them in 0:12:20.240 --> 0:12:23.440 some way that is associated with what you do, you benefit. 0:12:23.800 --> 0:12:26.600 You don't need to talk about your business all the time. 0:12:26.920 --> 0:12:30.400 If you can provide value that relates to what you do, 0:12:31.160 --> 0:12:33.600 you've won. You've done it, you know. So, I think 0:12:34.360 --> 0:12:36.400 that is where I see people go wrong. It's that 0:12:36.520 --> 0:12:39.880 underestimation of the amount of commitment that they are going 0:12:39.920 --> 0:12:42.760 to require and that's not just from a show perspective, 0:12:42.800 --> 0:12:46.080 that's also from a promotion perspective and everything around it. 0:12:46.120 --> 0:12:48.120 You have to talk about your podcast if you want 0:12:48.120 --> 0:12:50.400 to grow audience, if that's your primary goal, you have 0:12:50.480 --> 0:12:52.480 to talk about a lot like a lot. 0:12:53.040 --> 0:12:56.040 I was getting my haircut recently and the barber was 0:12:56.400 --> 0:12:58.640 talking to me about how he wanted to start a podcast. 0:12:58.679 --> 0:13:01.640 I said, well, I'm actually a podcast producer, and he says, oh, 0:13:01.720 --> 0:13:03.439 let me run my ideas why. I was like, here 0:13:03.480 --> 0:13:05.880 we go, and he did. He ran everything you wanted 0:13:05.880 --> 0:13:08.320 to do by me, and I listened to it all 0:13:08.360 --> 0:13:11.120 and I said, why is anyone going to want to 0:13:11.120 --> 0:13:11.560 listen to that? 0:13:12.000 --> 0:13:13.839 And he was shocked that I said it. 0:13:13.960 --> 0:13:15.160 What was it about barbering? 0:13:15.679 --> 0:13:17.680 He was just just stuff that he wanted to talk about. 0:13:17.720 --> 0:13:20.120 I said, why is anyone going to want to press 0:13:20.200 --> 0:13:22.200 play and listen to you talk about that? I said, 0:13:22.200 --> 0:13:23.760 give me your reasons, and he could give me none. 0:13:23.840 --> 0:13:26.240 I said, well, that's your first issue. I said, you're 0:13:26.280 --> 0:13:28.080 thinking about what you want to talk about. You're not 0:13:28.120 --> 0:13:29.920 thinking about what an audience is going to want to 0:13:30.480 --> 0:13:31.160 take from this. 0:13:31.240 --> 0:13:33.880 Saying when people want to start a business of any 0:13:33.920 --> 0:13:36.200 kind like I'll get people dming me all the time, 0:13:36.280 --> 0:13:38.080 like I love everything that you do and I want 0:13:38.120 --> 0:13:39.120 to start my own business. 0:13:39.400 --> 0:13:41.800 Who is your manufacturer? I'm like, first of all, who 0:13:41.880 --> 0:13:42.640 are you going to sell to? 0:13:43.120 --> 0:13:46.040 Like, before you even get to the idea of building 0:13:46.120 --> 0:13:50.280 a shop or making a product, who are your customers? Like, 0:13:50.360 --> 0:13:52.240 that's the first thing that you need to worry about. 0:13:52.240 --> 0:13:54.240 And I guess same goes for podcasting. Is it's great 0:13:54.240 --> 0:13:55.600 that you want to do a podcast, but who's going 0:13:55.640 --> 0:13:56.120 to listen to it? 0:13:56.200 --> 0:13:58.280 Yeah, but that's the boring bit, right, that's a bit nice. 0:13:58.520 --> 0:13:59.199 I want to do that. 0:13:59.320 --> 0:14:01.320 Yeah, yeah, I really want to sit down and like 0:14:01.360 --> 0:14:03.320 write on a piece of paper who I'm making this for, 0:14:03.600 --> 0:14:04.320 Like what these people? 0:14:04.320 --> 0:14:04.520 You know? 0:14:04.559 --> 0:14:06.000 And it can also be a bit. 0:14:05.840 --> 0:14:07.920 Of a weird exercise for people to do because these 0:14:07.920 --> 0:14:10.760 people don't exist, So it's like, how do I think 0:14:10.800 --> 0:14:11.680 about these people? 0:14:12.240 --> 0:14:13.520 Who are these people? Do they? 0:14:13.559 --> 0:14:15.679 It's just just a bit too hard sometimes for people 0:14:15.679 --> 0:14:17.560 to get their head around. But it's like, you're not 0:14:17.600 --> 0:14:20.440 going to make up you know, Jen who has snakes 0:14:20.440 --> 0:14:22.440 on her head and lives on outer space, Like you're 0:14:22.480 --> 0:14:25.080 going to make up a person who exists, and then 0:14:25.160 --> 0:14:27.680 ultimately it's if other people turn up, that's fine, but 0:14:27.720 --> 0:14:30.320 it's really about thinking about like, does Jan have three 0:14:30.360 --> 0:14:32.440 kids and two jobs. She doesn't want your hour and 0:14:32.440 --> 0:14:35.040 a half long episodes. She wants something that's ten minutes 0:14:35.080 --> 0:14:37.240 that she can consume quickly. Maybe you want to drop 0:14:37.240 --> 0:14:39.200 two of those a week for her. That's fine, but 0:14:39.320 --> 0:14:41.760 that's an important thing to be thinking about and to 0:14:41.800 --> 0:14:45.000 be always considering in every decision that you make somebody 0:14:45.080 --> 0:14:46.200 else that is not yourself. 0:14:46.520 --> 0:14:47.720 But I think, I. 0:14:47.640 --> 0:14:51.240 Think business, particularly for business owners, a podcast is an 0:14:51.400 --> 0:14:55.120 excellent way to introduce people to your business, to bring 0:14:55.160 --> 0:14:57.440 people through your funnel. Like I think, it's a really 0:14:57.480 --> 0:15:02.840 effective way to communicate. And honestly, it's so much easier. 0:15:02.080 --> 0:15:03.080 Than writing content. 0:15:03.360 --> 0:15:04.280 Yeah, one percent. 0:15:04.680 --> 0:15:06.560 And with all of the AI tools and tech and 0:15:06.600 --> 0:15:09.400 everything you taught, you prep your content. That's really important. 0:15:09.400 --> 0:15:11.080 A lot of people don't do that. Prep your content 0:15:11.160 --> 0:15:14.280 so it's really solid. You talk that into a microphone, 0:15:14.320 --> 0:15:17.160 come up with something really great, You shove it into 0:15:17.200 --> 0:15:20.240 a transcription software, You ask chat GPT to pump you 0:15:20.280 --> 0:15:22.280 out all your LinkedIn content out of that or your 0:15:22.320 --> 0:15:25.960 social media content. Everything from that one thirty minutes of 0:15:25.960 --> 0:15:27.000 content that you've sat down in. 0:15:27.000 --> 0:15:27.800 Front of a microphone. 0:15:27.840 --> 0:15:30.200 There's a heck of a lot easier than staring at 0:15:30.200 --> 0:15:31.880 a blank page and coming out with something. 0:15:32.120 --> 0:15:35.440 You know. It's actually as a base level. 0:15:35.240 --> 0:15:37.800 Of content, and business is about content, right. You have 0:15:37.880 --> 0:15:40.320 to get people consuming your content to get people through 0:15:40.360 --> 0:15:44.480 the door. As a sort of breeding ground for content, 0:15:44.760 --> 0:15:47.000 it's a great thing that can generate. 0:15:46.720 --> 0:15:49.440 Heaps of stuff that you can use in your business. 0:15:49.880 --> 0:15:52.360 That is a lot easier than trying to start things 0:15:52.400 --> 0:15:52.920 from scratch. 0:15:54.000 --> 0:15:57.320 Wow, isn't she great? Yeah, that's my boss. 0:15:57.840 --> 0:16:00.640 You'll have to send us an invoice today. 0:16:01.240 --> 0:16:02.760 I love talking about this stuff. 0:16:02.760 --> 0:16:04.920 I think it's a really great space and I think 0:16:04.960 --> 0:16:06.800 a lot of people are intimidated by it. But a 0:16:06.800 --> 0:16:08.640 lot of people are obsessed by it, and they jump 0:16:08.640 --> 0:16:10.600 in and they make a lot of mistakes. Yeah, and 0:16:10.640 --> 0:16:11.360 they do it wrong. 0:16:11.480 --> 0:16:13.720 Well, they do it. They don't understand what they're getting into. 0:16:13.960 --> 0:16:16.920 And there's nothing worse than wanting to do something, jumping 0:16:16.960 --> 0:16:19.720 into it, feeling like you've failed, and then walking away 0:16:19.760 --> 0:16:21.760 from it, Because that's a really crappy feeling to have. 0:16:21.840 --> 0:16:23.840 If you want to do something, you're passionate about, something 0:16:23.840 --> 0:16:26.280 you're interested in, it you can do it, and there's 0:16:26.280 --> 0:16:28.080 nothing better than crossing that off you to do list 0:16:28.120 --> 0:16:29.760 and feeling like you achieved something. 0:16:30.040 --> 0:16:32.240 But you have to get some knowledge. You've got to 0:16:32.240 --> 0:16:34.680 get some knowledge. It's like anything in this life. 0:16:35.000 --> 0:16:36.840 You can't just you can wing it for long enough 0:16:36.840 --> 0:16:40.800 maybe get there, but like understand what you're doing and 0:16:40.880 --> 0:16:43.040 going there with some smarts so you can make the 0:16:43.120 --> 0:16:45.120 right decisions and have it work for you in a 0:16:45.120 --> 0:16:45.520 good way. 0:16:46.280 --> 0:16:49.680 Look at you go. I love it. IM like, just 0:16:49.760 --> 0:16:50.280 keep talking. 0:16:50.360 --> 0:16:51.840 You just want to like take over the rest of 0:16:51.880 --> 0:16:53.160 the episode, that'd be great. 0:16:53.520 --> 0:16:55.240 You ask me some more questions. 0:16:56.360 --> 0:16:57.920 Is it a podcast course that you've got at the 0:16:57.920 --> 0:16:59.920 moment I've been literally getting you? 0:17:00.120 --> 0:17:01.880 Or is it your ads? Do you have paid ads 0:17:01.920 --> 0:17:04.400 running for it? I've been getting somewhere actually. 0:17:04.200 --> 0:17:05.919 And every time I look at your content about how 0:17:05.920 --> 0:17:07.760 you shouldn't pay someoney to get your ads, I'm. 0:17:07.640 --> 0:17:10.040 Like, hey, I have no time not to do this 0:17:10.080 --> 0:17:10.680 by yourself. 0:17:10.800 --> 0:17:12.960 And then every time you do a tutorial on your 0:17:13.000 --> 0:17:15.199 socials and you're like, oh, you just do this, and 0:17:15.240 --> 0:17:18.000