Frequently Asked Questions

Aimed at helping you break through any blockages you may have to getting your own show.

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01

Money

Using your services, how much is it going to cost to have my own show?

Nowhere near as much as you think. That said, all my fees are detailed under each of my packages. You can start with a Discovery Call ($495) in which you can ask me any question you like and then go off and do it all yourself … right through to a bespoke, 12-step solution in which you work with me and my team to get every aspect of your show in place, ready for the world to listen to ($4,950 exGST).

Are there any additional costs?

You will need an Internet connected computer (preferably a Mac , however, I can also work with the darkside – I mean PCs ;0), a mic (I’ll show you the best one on the market and it’s less than $200); the world’s simplest recording software ($20); an editor ($40 per episode); and a website on which to host your show (you’ve got a website, right?). Then you’re ready to clear the throat and hit that big red button. Also, after we’ve got you’re first two episodes live on iTunes, you may also choose to work with me in an on-going, monthly sense to keep you on track and accountable (at a monthly fee of $495).

How do I make money out of having my own show?

I make money from both my podcasts – Small Business Big Marketing & Freedom Ocean. Small Business Big Marketing has a financial sponsor, is a channel for me to sell training products that I personally create, I promote other people’s products and earn a commission PLUS, and this is the big one, having a podcast can drive enquiry into your business – people will want to buy your products or services, book you for keynote talks, do joint ventures and so much more. Plus what value do you place on the building of a strong, personal brand?

Ready To Get Your Own Show?

02

Time

Should I wait to get my branding right before I think about getting my own show?

No. Start as soon as you can. Having your own show will give you amazing clarity around many aspects of your business PLUS the quicker you start the quicker you’ll have a stock of amazing content that you can be putting out to the market place. There’s nothing worse than producing one episode then scrambling to get the next one up … I always suggest having 2-3 episodes in the can at any one time. This takes time, so start now.

How much time do I need to put aside to get my first episode live?

I’m hesitant to put a number to this as it is so dependant upon you! I have a process in place in which all 12 steps act like a slip stream to whisk you into podcasting nirvana. So, the reality is you could have have your first episode produced within 3-5 hours – I think the reality (on average) is that you should allow 8-10 hours of working with me and my team before your first episode is ready in its entirety.

Then, how much time do I need to allocate per episode?

I’ve seen many people over-engineer their shows and as a result it consumes them. There is no need for this. At all!

The amount of time you allocate to each episode is up to you and the format you’ve chosen. An episode of Small Business Big Marketing (Australia’s #1 marketing show) takes me two hours in total to get live – that includes identifying and booking a guest, research, the actual interview, sending the file to my editor, writing the show notes and promoting it via various channels (all of which I’ll reveal to you). My other show, Freedom Ocean, takes me about half that! Compare that to other marketing channels that you may be undertaking (and not producing the ROI you’re seeking) and this is a very small amount of time. And it results in your own show … that you’ll have forever … and can share with the world.

Does it take ages to get a following?

We all start with no listeners. What a scary thought! The rate at which you develop your following depends upon the quality of your content (I’ll show you how to create highly listenable content); how often you put out an episode (I’ll show you how to be regular – think of me as your podcast fibre ;0); and how you market your show (I’ll show you how to market it effectively). The bottomline is that marketing leadership = content x consistency / promotion.

How big an audience can I expect once I get going?

Not every business needs thousands of listeners – it really depends upon the size of your industry and the types of people you’re trying to attract. A local real estate agent trying to show leadership in their local area may only need a few hundred listeners to make having their own show worthwhile – whereas a large accounting firm with clients nationally may want thousands of listeners in order to deem it a success.

Ready To Get Your Own Show?

03

People

Who do I work with to get my own show?

The Discovery Call is just you and I. If you take up my 12-step package then you mainly work with me and my editor.

Ready To Get Your Own Show?

04

Technical

What is a Podcast?

A podcast is an audio file (AKA a MP3) that you download from the Internet. What that file contains is up to you.

Do I need a website?

Sure do. That’s where the MP3 file (ie. the recording of your finished episode) and your show notes (ie. the written summary of what you spoke about) for each episode live. Don’t worry, if you don’t have a website then I can get you one, real easy ;0) The cost of a website just for your show is approximately $990. If you need a website for your business (that will include a page for your show) then that I can introduce you to the right people to have it designed and developed without mortgaging the farm.

How do people access podcasts?

The MP3 file lives on your website. People can download it or listen to it directly. Or, they can subscribe to it through a podcast directory, the world’s biggest being the Apple iTunes store. (BTW, it costs nothing to have your show listed in the iTunes store … and as far as getting it listed … we take care of that).

What format could your podcast take?

There are no hard and fast rules about the format of a podcast. It’s best determined by what is going to resonate best with your audience, and with what you’re comfortable producing. Typical podcast formats include:

  • A conversation between two people (that might be you and your business partner).
  • An interview with other experts.
  • One person sharing their thoughts and opinions.
  • A panel of people discussing a topic.

The good news is I walk you through a simple criteria enabling you to determine which format is best for you.

What if I’m completely non-technical?

That’s why I’m here! I’m not the most technical fella going around, either – but I have a team that is and between us we get all your show’s technical needs sorted. As a side note, the reason most business owners don’t have their own show is because they think it’s a technical minefield and, as a result, settle for less effective but easier to implement marketing ideas. Ease of implementation shouldn’t be a key criteria for choosing how to market your business. So … therein lies the opportunity.

Do I have to purchase any equipment?

Depends what you haven’t got. You’ll need an Internet connected computer, a mic (less than $200) and the world’s simplest recording software ($20). If you want to record at live events then you’ll need a portable recording device – the one I recommend is also less than $200.

Where does my show live?

Each episode file is hosted by you and sits on your website as a MP3 (audio) file.

This looks like a rather complex project. Do you have a framework that makes it relatively easy to keep all aspects under control?

Damn right I do! In my 12-step process we step efficiently through each step starting with getting clear on why you have decided to have a show and what it would be all about right through to recording it and getting live on your website and in the Apple iTunes store.

Ready To Get Your Own Show?

05

Content

What if I run out of things to talk about or people to interview?

You won’t and you won’t. It’s amazing what happens once your show is underway. Once you’re creating content consistently ideas will magically come to you for more content, people will approach you to be interviewed (on your show!), listeners will suggest other topics they’d like you to cover, and a sixth sense develops which is a bit like an internal radar that is constantly on the look out for new topics to talk about and people to speak with. The podcasts Gods will look after you … have faith ;0) Plus I’ll show you some secret methods of ensuring you have an endless stream of content to include in future episodes.

How do I keep it current?

Well, the smarty in me could say by producing a regular episode. But that would be unfair. The first step to keeping it current is by setting an expectation for yourself, and then for your listeners, about how often you are going to put out a new episode. This will determine how you keep it current. I’ll work with you in deciding the frequency of your show and how to keep it current.

Who owns what I produce?

You do. 100%.

How do I get prepared for my own show?

In my experience, this is a personal style thing. For me, I don’t like to do too much preparation. But I know other podcasters who prepare each episode within an inch of its life. I’ll work with you to ensure you find the path that best suits you and results in a great quality show that people want to listen to and share with others.

How do I research the guests I have on?

Ever heard of Google? ;0) Plus every guest will probably have some kind of bio and LinkedIn profile on themselves that they can send you.

06

Production

Why not video?

Nothing wrong with video, but in my experience, audio is infinitely easier for people to access and listen to. Video requires the viewer to stop what they’re doing and watch. Whereas audio allows the viewer to drive, exercise, clean, or do whatever they want – so the chances of listening are increased significantly. I can’t tell you the number of emails I get from listeners saying I keep them company at the gym, on their commute, on a walk through the park … even in bed (seriously!). One listener even listened to me for eleven hours straight between Melbourne and Sydney and then blogged about it! She happened to be a journo for the Sydney Morning Herald so I was most grateful for her coverage.

What if I hate the sound of my own voice?

If you’re focussing on such a trivial matter then you probably shouldn’t have your own show. Or, at least, appear in your own show. Get someone else to host and deliver it. Successful podcasters focus on creating world-class content.

Do I have to do any editing?

Nup. None. I’ll show you how to find a great editor that for $40 per episode.

Do I have to upload files and do other similar tricky stuff?

Well, you don’t have to but I bet I can show you how to get an episode file live in ten minutes.

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07

Marketing

Aren’t podcast past their use by date?

Anything but! Podcast consumption is growing exponentially. There are more shows entering the iTunes store on a weekly basis and more listeners downloading them. The Podcast button is a primary navigation button on the iTunes store, sitting alongside Books and TV Shows PLUS Apple have recently released a dedicated iPhone app called … Podcasts!

And here’s the kicker, as our phone plans become cheaper with increased download capacity, more and more people will be downloading rich content like podcasts.

Why would I want to have my own show?

OMG, where do I start? Maybe by asking why would you NOT want your own show? The reasons are numerous and personal, but the main ones include:

  1. Build a strong personal brand.
  2. Market your business.
  3. Generate enquiry.
  4. Position yourself as an opinion leader in your industry.
  5. Generate additional income.
  6. Gain access to people you never thought possible.
  7. Share content that will endear you to your prospects and customers.
  8. Attract media attention.
  9. Build a community.

How do I build an audience?

By creating quality content consistently and promoting it to those that it will appeal to. I will share with you the process I use to get the word out for my own shows each and every time I upload a new episode.

How does having my own show fit in with my overall marketing strategy?

Marketing a business in today’s world is much more about publishing quality content that will help your prospects make an informed decision in favour of your business than it is about pushing old-school, sales-based advertising messages. My intention is to ensure you end up with a show that works as a highly effective (on all levels) marketing channel.

Does the world really like / value / use podcasts?

In my experience, absolutely! How could you not like / value / use something that offers amazing value? From a user’s perspective a podcast offers them the chance to listen to a show in their own time, that’s 100% focussed around their area of interest, which they can stop, rewind and play as often as they want to, with no where near the amount of commercial content (if any) they’d get if it were on radio. Oh, and it’s free and shareable. And the exciting news is that it’s still early days in the growth of podcasting.

Who listens to podcasts?

That depends, of course, on which podcast you’re referring to. What I do know is that more and more, not less and less, people are tuning in to a podcast on a regular basis. Whenever I speak to a group of people (which I do often) I always ask 1. If they know what a podcast is; 2. Have they ever listened to one; and 3. Do they listen to one regularly. Without exception, more and more people are answering a resounding yes to each of these questions.

In my industry people don’t typically use podcast for sales or education or building a network. How do I find out if it is the right tool for me for reaching out to my market?

The obvious answer is to ask them. However, if Steve Jobs asked if we wanted to throw away our CD collection in return for a little white box that carried all our music we would have looked at him strangely! My view, and in my experience, is build it, tell them it’s built … and they will come.

How does it work to build community?

You create quality content, people listen to it, they subscribe via iTunes, they share it with others and the cycle continues. Over time you’ll start to receive emails, tweets, likes, shares from your listeners, you may even decide to build a list or a Facebook page or LinkedIn group so as you and your tribe can start to communicate on a more regular basis. I can show you exactly how I’ve done this for my shows, other peoples’ shows and how you can do it for yours.

Ready To Get Your Own Show?