In the past, I would recommend what we called, "episode zero" where you would share about yourself, what to expect, and why you started the podcast. Then I read something In the book, by Joe Pulizzi states, “Your customers don’t care about you,...
In the past, I would recommend what we called, "episode zero" where you would share about yourself, what to expect, and why you started the podcast. Then I read something
In the book, Epic Content Marketing: How to tell a different story, break through the clutter, and win more customers by marketing less by Joe Pulizzi states,
“Your customers don’t care about you, your products, or your services. They care about themselves, their wants, and their needs. Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you.”
It's harsh. It's also (I feel) true.
This is why you don’t open an interview with “Tell me a little bit about yourself…” You are opening the door to boring. I don’t care where you went to school, where you live, what you drive, or who your favorite band is.
I want you to help me solve my problem, and if your story will do that, then, by all means, ready the book Storyworthy, and tell me your story in a way that doesn’t put me to sleep and moves me forward.
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There is something I used to do when I first started podcasting back in 2005. And I advise clients to do, and I've changed my mind on it, because of the great radio station, wi FM. Welcome to your podcast consultant, small lessons with big value. Now, he wants to work with you. He's your podcast consultant, Dave Jackson.
When I started podcasting back in 2005, I thought it was a good idea to do a show to introduce yourself, you know, give people a little background about you and, and tell people what to expect. And we often called this episode, episode zero. And looking back, that's kind of about how much value people got out of that, zero.
And today, podcast trailers are really coming into play. There are a lot of people now that will advertise on other podcasts and a trailers kind of a commercial for your show. And it should let people know what to expect and how they're going to benefit. And the question I hear missing in many podcasts is this. So that you can, and then whatever it is, I hear read all the time that this podcast will inspire, empower, and motivate blah, blah, blah. So I can do what, what am I getting inspired to do? What is the benefit? And to help shape your content? You really need to know what is the goal of the listener? And that might be I would just like to laugh and forget about my day at work? Well, okay, that's gonna come in really handy. Because now I know what I need to do to help you do that.
But think about this, if this was a restaurant Majan going into it's a brand new restaurant, they have this big grand opening, and a server walks over to your table where you've been sat down, they hand you a menu, and then they say, here's what we're serving next week. You'd be like, what? I'm, I'm, I'm here now. And the server might reply, yeah, we're gonna have those next week. I mean, this is what happens when your first episode is basically a table of contents. I think about this, if you have a Kindle, or if you're a person that's still reading, you know, paper books, whatever you're doing. Go back and find one where you have lots of highlights. I'm pretty sure the table of contents is not one of those things. It's not like you're calling up your friend. "Hey, Jill, what, I got this new book, you got it. You gotta read this book. And she's like, why don't like, the table of contents is amazing." I don't think that's how that works.
And I've heard a few. Here's my story. Here's my story, first episode. And I'm not making this up. This is what I learned, how many children they have, how long they've been married, that they're the only whatever hair color I'm the only brunette in my family, that their cat, you know, whatever, Mr. Whiskers, oh, he's such a rascal. And literally, I could go on for an hour on these.
And in just a second, I'm going to tell you a really harsh reality that I read in the book, epic content, marketing, how to tell a different story, break through the clutter, and win more customers.
All right, again, I'm reading this book, Epic Content Marketing by Joe Pulizi. And I read this and I was like, oh, man, that's kind of harsh. Whoa. And then I thought about it. I was like, yeah, it's also kind of right. Here it is ready.
Your customers. So in our case, that's listeners, your listeners don't care about you, your products or your services. They care about themselves, their wants, and their needs. Content marketing is about creating interesting information your customers are passionate about. So they actually pay attention to you.
And I went, that's true. It really is.
And the old kind of radio thing is all we all need to make wi I fm what's wi I fm? What's in it for me? That's what your audience is thinking about. And this is why I don't open up interviews with Hey, tell me a little bit about yourself. Because number one, it sounds like you didn't do any Perhaps number two, you're opening the door to boring. Remember, don't be boring. And I don't care where you went to school or where you live or what you drive or what your favorite band is, I want you to help me solve my problem. And if your story will do that, then by all means, read the book story worthy. I love that book by Matthew Dicks. And tell me your story in a way that doesn't put me to sleep, and moves me forward.
Now I know what you might be thinking. But Dave, I've heard over and over and over that people need to hear my story. So they can relate to me. And I agree with that. That's true. But tie the story about your backyard swimming pool, you know, maybe it popped, or whatever it is one of those blowup kinds, hey, the swimming pool popped, and it let all the water out into something that's well, relevant. So instead of starting off your podcast with your first episode being all about you. Remember, it's always all about the audience. And what you can do is take your personal life stories, and sprinkle them in as examples as you illustrate a point for content that is relevant.
So instead of having that first episode, be my story, which delivers, unfortunately, zero value to the new listener. Hit them with your best stuff, those things that are going to inspire them to tell their friends, you've got to listen to this show. They are talking about exactly what I need to hear.
If you need help with that, come out and visit me at podcast consultant.com We can set up a strategy session or if you're looking to launch your podcast, come visit me over at school of podcasting.com where you get me right in your pocket with unlimited unlimited timeshifted consulting. If you're like what bad just come out and reach out to me. It's cool. It's like having me right in your pocket. When you have a question. I answer it you can text me. You can video text me. You can audio you can send me audio. It's so much fun. It has taken my coaching to the next level. So when you're ready School of podcasting.com and I am still doing one on one consulting if you need that as well. podcast consultant.com Thanks so much for listening. I deeply appreciate it. If you do know somebody who's thinking of starting a podcast and they're on that first episode, why not share this one with them so they don't accidentally put out my story. Thank you so much for listening. I'm Dave Jackson from the school of podcasting, and I want to be your podcast Consultant.