You think you have a sales problem, a culture problem, a marketing problem, a team problem, but Chris Brogan says you might actually have a story problem. So how do you use story to fix these problems? That's what we talk about on this episode of the Grounded Content podcast. How can leaders and marketers us story to convey information and change behavior?
Staying creative and staying effective requires a unique blend of resources. Strategy + tactics + inspiration. So what do you read to feed your human creative machine?
In yesterday's live Paula Jenkins and I talked about books every podcaster should read, but really they are books for anyone who is a content creator, professional creative, professional creator, or content strategists (only one of the books was specifically about podcasting.) Paula and I come at the business from different directions, so the list is a great mix of her take and mine. Here's the quick recap video of the books on our lists.
To hear our thoughts on each book in more detail watch the conversation replay:
? Big Magic (paula)
? The War of Art (marion)
? Essentialism (paula)
? Known (marion)
? Braving the Wilderness (paula)
? The Princess Diaries (you'll need to hear why..it makes sense - paula)
? Building a Story Brand (marion)
? Make Noise (marion)
? Jump Start Your Joy (paula)
? Endurance ( a stretch, but it's all about the power of optimism for me - marion)
If you want to how do you produce a show that people WANT to listen to - listen to this episode of the "Unconventional Leaders" podcast. Heather Parady asked me so many great questions about how to really elevate your podcasting game!
--> How much to structure your show
--> What it means to Improve your craft
--> Why being yourself is tactical
--> What makes a great host (and what doesnât really matter)
Stephen Warley, founder of "Life Skills that Matter", and host of the "Life Skills that Matter" podcast interviewed me about story. Some of the things we talk about:
- There's so much more to communication than words
- How to start your story
- How to improve with practice
- Why I love the quote "it's not the plan, it's the planning"
Stephen is a great interviewer and this conversation is full of practical tips for telling your story better.
Bill Dolan was part of the Television culture that sold you on the idea that your life would be ok if only you had this one thing, the thing they were selling that day. He had a death experience that changed his outlook. As a result of that clarity he developed his relationship marketing process (the 7DRM - the 7 disciplines of relationship marketing) that looks at selling effectively in a whole new light.
Podcasting is hot right now, that means you can expect a lot of newly minted so called experts, especially in the space of monetization. But we don’t share BS advice, that’s why I invited Christy Haussler, the founder of Team Podcast and the host of the Podcast Monetization Secrets podcast. Christy has been in the business and worked with dozens of podcasters. When she saw how disheartened podcast hosts with good download numbers were getting about the financial side she decided to step in. She clears up some of the misinformation about how podcast sponsorship really works.
More about Christy
Find Marion Instagram
Find Marion Linkedin
This episode was edited by Kris Zarnoch
Charlie Epstein brings a unique and human mix of comedy & financial advice in his podcast"Yield of Dreams." The basic idea - be present and don't wait until it's too late to live your life (and spend your money.) I was a guest on his show and we talk about life and the decisions we make and how those chart your course. We also talked about what makes great content and what I learned about it from a position behind the lense for so many years. Thanks for having me on the show.
The episode is called"Remaining True to Your Promise - With Guest Marion Abrams"
Yifat Cohen has an eye on the future, and the future for brands is TRUST. The creator of the Jackpot Moments™ system: From Seen To Sold Out is my guest on today's Grounded Content podcast. We've talked about it before, the field out there is so crowded and filled with brands, Yifat explains the importance of building communities of trust online in order to sell your products, how to create what she calls "Jackpot Moments" that show your value, rather than to talking about it. It's related to her secret to being comfortable on camera, especially when she's live.
Places to find Yifat Cohen:
I'm That Geek
From Seen to Sold Out
Yifat on Telegram
Yifat on YouTube
Find Marion on Instagram
Find Marion on Linkedin
This episode was edited by Kris Zarnoch
On the latest Grounded Content Podcast:
How do you develop your public persona and message, and how can acting and comedy inform that? We think of “acting” as a synonym for “fake,” but Charlie explains how it helps him tap into what is essential and real.
Entrepreneur, Entertainer and Author, Charlie Epstein always wanted to be on stage. The meandering path he took to get there gave him a unique take on acting, comedy and money. “My ministry in life,” Charlie says, “is to ease people’s pain and suffering about their money and to show them the path they can take to achieve their dreams and aspirations.”
He is bringing together his experience as a financial advisor and educator with his passion for acting and stand up comedy to create “Yield of Dreams,” a podcast and a stage show which will open this summer.
Find out more about Charlie at http://charlieepstein.com/
There is no one size fits all solution. If someone tells you there is, they are after your money. Your goals + your resources = your plan.
Today on Grounded Content podcast ... me. Yup, just me, no guest. I’m talking about marketing & messaging & podcasting & data & bull shxt... and of course the terror of doing a solo episode ;)
Back with a great guest next week.
How do you set yourself apart? If you try to do it like everyone else you'll always be second best. Mike Koenigs, The Superpower Accelerator, and I talk about what it takes to create a category of one. In fact - he tries to make ME a category of one, but I side track him with too many questions.
Host: Marion Abrams
Editor: Kris Zarnoch kmzencreative.com/
Should you be creating content? What should you say? What if you don't want to be "out front"? Rich Cardona, founder of Rich Cardona media has created a business saving executives and business leaders from themselves. We talk about that and ... as always ... a lot more, including what makes the best podcast pitch and how to stand out from the pack without looking desperate.
In the digital age, you're not just competing with your neighborhood. You're competing with everyone in the world. So how do you win? Double down on being you. The world doesn't need another Gary V or another Oprah. Gary V is the best Gary V there will ever be. Oprah is the best Oprah there will ever be. But only you can be the best you.
That's the second P in the 5xPs of podcasting, Point of View. Even if you are one of 30 podcasts about crocheting, when you find your voice yours will stand out.
Double down on you!
Photo by Andrea Hagarty |
Marion Abrams, Joe De Sena, Sefra the Seedhuntress, "Dr" Johnny Waite and my son the sound recorder.
Effective marketing is about motivating people to take an action - to follow your podcast, to hear your important message, to buy your product, read your book, or donate to your cause.Dr. Rebecca Heiss is an evolutionary biologist who studies evolutionary psychology. That means she's immersed in the age old baked in behavioral triggers we carry deep within ourselves. She's just published a book called instinct. Our brains excel at making split second decisions based on instinct. She explains the instinctual drivers of behavior that she covers in her book, we look at each of these and how they apply to the world of marketing. They include the drives for survival, procreation, variety and belonging.
More about Rebecca:
Rebecca’s Book Instinct: Rewire Your Brain with Science-Backed Solutions to Increase Productivity and Achieve Success
Host: Marion Abrams
Editor: Kris Zarnoch kmzencreative.com/
How do you make the "ask"? Maybe it's simpler than it seems. On this episode of the Grounded Content podcast I talk to my friend Matt B. Davis. He's not an expert in marketing, or personal branding, or networking. He's the podcast host who created Obstacle Racing Media, a podcast & media business that has grown from a hobby to a full time job. One that supports his family. He and I talk about this stuff a lot - about what we do to be successful in the independent media world, to market our shows (and for me my client's shows,) to market ourselves, and our products. What works, what's sketchy? What's the latest BS being peddled out there?
The reason I really invited him on is because he calls me out on my BS. This episode is really a "spirited" conversation between friends. It may be more conversational than some of the others, but there are some solid tactics and take aways in there too.
Do you have a podcast? Could it do more for you?
So many people and businesses start a podcast and then stall, in fact of the 2 million podcasts out there today only about 750,000 have published an episode in the last 90 days. Sometimes you just need a fresh look at things.
You can use this tool over and over again to define, refine and achieve your podcasting goals.
5 steps to asses, strategize, and elevate.
1. PURPOSE: What do you want your podcast to do for you? Attract sponsors, express your message, serve your community, build authority, have deep discussions, research your market, practice public speaking? Know that and you can start to do the equation and decide how to invest in success.
2. POINT OF VIEW: What makes you stand out? What makes you you? There may be 10, 20 or 100 podcasts on your subject, but none will be like yours. Don't copy everyone else, I can help you understand your unique point of view.
3. PROCESS: Now that you know 1 & 2 we can develop your processes - do you edit or hire an editor, how do you structure your show, how do you design your publications schedule, who are your guests (if you have guests), how do they get booked, who writes copy and creates artwork, how do you design the best titles, how do you understand your podcast data and much more. There are hundreds of tools and tactics for podcasters, but you need to use the right ones in the right ways.
4. PRACTICE: Like everything in life it's a cycle of continuous improvement. Get better, then get even better, that's how you become great.
5. PROMOTE: You may have the most incredible podcast, but If you don't promote it how will anyone know. There are things that really do work - paid and organic strategies - to make sure you reach the right people. Once you have the first 4 steps in place, we can build a strategic promotion plan.
I help podcasters like you. You're putting in the work, but are you getting the results you want from your show? You have the potential, that's why you started. What if you didn't have to learn it all the hard way?
Steve D. Sims is my guest on theGrounded Content podcast. He's called "Real life Wizard of Oz," that's because he gets things done. I recommend his book "Bluefishing" if you haven't read it. But like most successful and interesting people, he's checked the box withBluefishing, and he's moved on to new things.
Steve was known as the guy that could get anything done creating incredible experiences for people. But as you know, to get anything good done, you need other people, and you need to convince them to do those things. That's what Steve talks about. Essentially, it's branding, it's marketing, and its relationships.
We cover a lot of things in this conversation including the true importance (from a practical and a moral standpoint) of just being yourself, some great networking tips, and some practical personal branding and sales tactics. Steve says, "anyone that did anything fantastical, didn't do it by copying everyone else."
Michael Roderick joined me on the Groundeded Content podcast this week. How do you create content that others will share? What if they would share the content without even being asked? Michael Roderick has discovered a framework that you can use - whether you want to be talked about (in a good way) when you leave the room, get people to share your podcast, or need to accelerate the spread of your message. Of course, as always, it's within the context of grounded, genuine conversations and we touch on the big picture philosophy and ethics behind the tactics.
Listen to the full epiosde
Rich Cardona, host of the "Leadership Locker" podcast and a media and personal branding expert, spoke at the Fitness & Self-Improvement Podcasters micorcon at this years Guinness World Record breaking Podfest Global Summit. I asked him to talk about how podcasters can use other social media channels to grow their audience.
The single most important driver of a successful recorded interview is an understanding of your goals as an interviewer. To begin, it helps to recognize that there are five types of interviews. We've defined them as the 5 interview lessons interview types:
In a testimonial style interview, the goal is to record a client or customer expressing satisfaction with your services or product. Most often your interview subject is not used to being on camera. The challenge is to get the exact content you're looking for while making sure it feels comfortable and natural.
These are most often heard in podcasts or talk shows. In the conversational interview, the audience is as interested in hearing the guest as they are the host. The challenge here is to build rapport, to think on your feet, and keep a good sense of balance between remarks, questions, and follow-ups.
In this style interview, the goal is discovery. You don't know where the interview will lead and are only interested in following the natural flow of discovery. For this, the most important skill is deep listening and curiosity.
The journalistic or documentary interview is one in which you don't already know the answers, but you do know exactly what you hope to learn. For this interview, you will want to have a solid outline and strategy in place before you begin. You may need to pause and check your notes to be sure you and your guest stay on track. For this style of interview, the biggest challenge is to keep the guest on track and make sure you get the information you are looking for on tape.
In a story-focused interview, your guest has a story to tell. Most likely something they have achieved or endured. Your job is to facilitate the telling of a rich full tale. You are the guide to help elicit detail, fill in gaps, and keep the story moving.
For each style interview, your tactics will differ.
No matter what style (or combination of styles) you use, before you approach your guest be sure you know exactly what you are looking to achieve.
I'll leave you with a final thought from interviewer Terry Gross: "I learned that I never really know the true story of my guests' lives, that I have to content myself with knowing that when I'm interviewing somebody, I'm getting a combination of fact and truth and self-mythology and self-delusion and selective memory and faulty memory."
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This blog is a place I share some of the things I think about, the photos I take, and the videos I make. They are about life, family, work, content strategy, content creation and podcasting.