How To Turn Your Podcast Into a Business | Tim Reid

John Ball: 00:00:00

This is Podfluence the podcast that helps business coaches and speakers

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to grow your business through podcasts.

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My name is John Ball and my mission is to help you as a business coach or

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speaker to build professional influence and grow your following with podcasts

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so you can have a thriving business.

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In this episode, we'll be looking at how you can make a podcast

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into a successful business.

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If you're a business coach or speaker, you should not only be appearing on

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podcasts, but at some point you should at least start to think about having a

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show of your own to take your opportunity and your following to a new level.

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My guest on this episode is Tim Reid, the host of the Small Business Big Marketing

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podcast, and Tim started podcasting long before most of us had ever even

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heard of podcasts, and certainly before they were ever widely listened to.

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Yet he managed to make a business out of his show, which is still

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going strong, and he's here to show you how you can do the same.

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Tim brings a lot of himself to the show and has that Aussie cheekiness that many

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of us love, and he's a real fan of dad jokes and with his previous broadcasting

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experience, he gets the key distinctions between radio broadcasting and podcasting.

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Find out in this episode what led Tim to start a podcast 13 years ago

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when hardly anyone else was doing it, and which three questions you must

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be able to answer in order to create a good outcome-based podcast show.

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I got introduced to Tim by someone he barely knew, and yet

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I was as warmly welcomed by him as I would expect from someone

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welcoming an old, long lost friend.

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I immediately liked Tim's disarming style and his directness and how he

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approaches podcasting and marketing.

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He says, make it your hobby, make it something you do for fun rather

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than because you feel you have to, and your marketing and your messaging

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will never be the same again.

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So I invite you now to enjoy this episode of Podfluence

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Well, welcome to the show, and I am a lucky man today because in my

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work I get to speak to people who do an amazing job of building podcasts

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and building businesses, and sharing great information with people.

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So I get to learn at the same time as you do too.

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And I am in great company today because I'm getting to

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listen and speak with somebody.

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I don't know how I haven't come into contact with before.

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He is the host of small business, big marketing podcast, as well as

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being the author of many books, the Great Business Speaker.

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I've been listening to the show and I'm kind thinking, you know,

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I even know some of his friends.

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I know so many Australian marketers.

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How did I never come into contact with him before?

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Let me welcome to the show, Tim reid.

Tim Reid: 00:03:01

Good day, Johnny, and good day fellow podcasters and Future podcasters.

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May we offer you some value in the coming, however long.

John Ball: 00:03:09

It is great to have be speaking with you and I've really been

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enjoying listening to your show and would honestly recommend anybody, a small

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business owner or interested in marketing in any way to go and check it out.

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I even took a very important message with me today from listening to your show

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about, you said about making marketing a hobby to make it fun for yourself,

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I think, and that's, that's the kind.

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Little bit of gold that you can just keep with.

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It's like, yeah, make it fun.

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Make it something you want, you want to do rather than something.

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Well make, make

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podcasting your hobby.

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If you, if you're into podcasting, you know, like make, make podcasting hobby.

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What I mean by that, Johnny, is when something's a hobby you'll find the

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time, you'll find the money, you'll find the resources, you'll find the

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energy, you'll put it in your diary.

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You'll look forward to the next time it comes around because it's a hobby.

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And, you know, on, on the small business big marketing podcast, having interviewed,

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as of today, 595 successful business owners about their business journey and

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about what role marketing has played.

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So many of them talk about marketing as a hobby.

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They don't necessarily use that word, but I sort of coined it and I love I love

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the fact that we can make parts of our business a hobby if they're enjoyable.

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And, podcasting is certainly one of those things that is a lot

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of fun and should be enjoyable.

Tim Reid: 00:04:21

Well,

John Ball: 00:04:21

I definitely think that, and I'm gonna be listening to a

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lot more episodes of your show.

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I'm very happy that I've been introduced to it.

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Good ideas.

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I've al already found so much value in there.

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And there will be links to the, to your show and to your site and to all the

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things that we're gonna talk about today that we might mention in the show notes.

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for anyone who wants to go and check that out now or later on, because certainly

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you'll want to, after you've heard more of our conversation today, you have

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done podcasting for a fair old while.

John Ball: 00:04:47

Yeah, yeah,

Tim Reid: 00:04:48

yeah.

Tim Reid: 00:04:48

Well, I started 13 years ago, so, the Small Business Big Marketing podcast

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is 13 years old, come June, 2022.

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And probably the first business podcast in Australia.

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And you know, when I first came across them, Johnny, and, and I still hold this

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excitement as someone who represents small businesses in Australia and sorts

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and like to think that I'm in service to them and a bit of a spokesperson for them.

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Podcasting is amazing because not only can you, can us as listeners find

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a, a piece of audio somewhere on the internet about a topic that we have

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a hundred percent interest in that we can listen for free on demand.

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I think that's amazing.

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On the other side of that coin, as a business owner, you can now have your

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own show, and by that I mean a podcast.

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You can also have your own TV show if you're into YouTube, and you can have your

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own book if you're into self-publishing.

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Podcasting allows us to have our own radio show.

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And, and I find that incredible.

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You know, that's what's, that's a big, big game changer.

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And that occurred to me 13 years ago and it's still, I still

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get excited about it today,

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but there have been a lot of changes in podcasting

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even just in the last couple of years since I started this show.

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And so I, I wonder, did, did you really see the potential early on?

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Or did you think this is fun and I'm just gonna do this?

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Cause it's a nice way to be able to talk about stuff.

Tim Reid: 00:06:06

A hundred percent.

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I thought it was fun.

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I, I was given a great opportunity of using a really fancy radio

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studio in Melbourne, Australia many years ago, which I just took up.

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I, I was like, I created the problem.

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I went to a friend who was working in radio and I always secretly wanted to be

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on radio and just, I had subsequently, as a result of my podcasting, I have been

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on, on radio now, but back then I hadn't.

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So I, I created this problem where a mate of mine was in radio.

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I said I'd discovered podcasting.

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He said, anytime you want to use this particular studio, you can.

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And I took that eye up.

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Then I'm like, wow, what do I do ? What am I gonna do with it?

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And rang a mate and said, Hey, why don't we start a marketing podcast?

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And.

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and we had a lot of fun with it, and we started to get really good feedback.

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Not not straight away.

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And that's something you need to understand about any content creation.

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You're not gonna get feedback straight away, so, right.

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Don't look at the scoreboard, don't look to see who's liking

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it, sharing it, commenting on it.

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Just do, just create great content.

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But over time, I started to realize that, wow, this thing is getting traction.

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I'm getting lovely listener reviews on iTunes.

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I'm getting lovely emails from listeners, I'm being asked to speak at conferences.

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There were, there was a lot of things happening as a direct line between

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starting a podcast and, and, and other opportunities coming my way.

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I certainly didn't see the purple patch that we are in now, 13 years later

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where podcasting has gone bananas.

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Every man and his dog thinks they need to get one.

Tim Reid: 00:07:36

Maybe they do, but you need to have a good reason.

John Ball: 00:07:39

I think you make an important point.

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I think a lot of people do this not just with podcasts, but with content

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marketing in general of doing something and then, oh, it hasn't gone viral, so

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it hasn't worked, or it hasn't got tons of response right away, but not realizing

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that you have to stay consistent with these things and keep going, especially

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with podcasting because it is, is I think, a very long game kind of.

Tim Reid: 00:08:01

Yeah, it is and, and, and like if, if you expect in podcasting is

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very good at creating brand awareness, whether it be personal brand awareness

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or awareness around your business or products or services that you sell.

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It's very, it's a very good awareness raising tool.

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It's not an awesome direct response tool necessarily because

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if you think about where are we consuming podcasts, we are driving.

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We are jogging, we're in the gym, we're in bed, we are walking the dog.

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And as a result, you don't really have the ability to immediately respond,

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whereas video, you are because you are leading into a screen and you can do that.

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But if you sort of go in understanding what do you want to get from

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creating a podcast and you set those expectations, reasonable expectations,

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then you're not gonna be disappointed.

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And you may well be quite happy with what comes from a podcast because it can be.

John Ball: 00:08:51

It, it definitely can be.

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And, and which, I mean, there was a chain of events that led to you starting

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your show and then kind of a fun thing.

John Ball: 00:08:58

But if things hadn't happened that way, do you think you would've

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ended up coming to podcasts anyway?

Tim Reid: 00:09:04

I think I would've.

Tim Reid: 00:09:04

I, I love the audio format.

Tim Reid: 00:09:06

I, I love audio.

Tim Reid: 00:09:07

I just think it's so personal.

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And it's not heavy lifting.

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You know, I'm not a technical person at.

Tim Reid: 00:09:14

I look at video and I think there's a lot of heavy lifting in video.

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And I don't mean physically, I mean cameras and stuff, but they're not that

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heavy anymore cause they're phones.

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But the files are big.

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You've gotta go through and watch it all and there's lots of editing and

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all that kind of stuff to be done.

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And because you, you can be seen, then there is a probably a

Tim Reid: 00:09:31

greater need to edit some things.

Tim Reid: 00:09:33

Whereas I, I think with podcasting it's, it's just lighter and it's easier

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and the audio format is so consumable.

Tim Reid: 00:09:41

That's just, that's being proven now with, you know, the, the advertising revenues

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from podcasts are expected to double off a fairly big base in the next two years.

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And it's just gonna keep going that way.

Tim Reid: 00:09:51

So, yeah it's a wonderful, wonderful format.

John Ball: 00:09:54

Yeah.

John Ball: 00:09:55

If you were able to go back in time and give yourself some advice as a starting

John Ball: 00:10:01

podcaster, what would that advice?

Tim Reid: 00:10:07

Uh, I would probably say from a monetizing point of view, and everyone's

Tim Reid: 00:10:10

like, how do you monetize a podcast?

Tim Reid: 00:10:12

Back then I remember thinking, I remember ringing a very considered

Tim Reid: 00:10:16

colleague of mine when I started the small business big marketing show, and

Tim Reid: 00:10:20

I said, Dave, I'm starting a podcast.

Tim Reid: 00:10:23

I'm gonna get some sponsorship.

Tim Reid: 00:10:24

I'm gonna make a million dollars and everything's gonna be amazing.

Tim Reid: 00:10:27

and he said to me, you might wanna build an audience first.

Tim Reid: 00:10:29

And I thought, oh, that's, that's a good, that's good advice.

Tim Reid: 00:10:32

So the first step of that was to just sit back.

Tim Reid: 00:10:34

And this was months into having a podcast.

Tim Reid: 00:10:36

So I sat back after that and just focused on building an audience and not chasing

Tim Reid: 00:10:40

sponsors if I were to do it again.

Tim Reid: 00:10:43

And there are, there are a number of ways of monetizing podcasts through,

Tim Reid: 00:10:47

you know, third party sponsorship, which I do, which I've been doing for

Tim Reid: 00:10:51

the last, almost, almost 13 years.

Tim Reid: 00:10:53

But the what I probably would do is have my own products.

Tim Reid: 00:10:56

I would create a suite of, whether it be online courses if I'd, you know, if

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you had an age, a marketing agency in my case, which I didn't, I would sell my own

Tim Reid: 00:11:05

stuff because then it's a hundred percent margin, then you are in complete control.

Tim Reid: 00:11:09

Then you're not answerable to a third party sponsor.

Tim Reid: 00:11:12

And that would seem to be a very, very good idea.

Tim Reid: 00:11:14

Having said that, I've had wonderful success with third party sponsors

Tim Reid: 00:11:18

from American Express Dell yellow Pages some really big brands,

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but I've chosen them selectively.

Tim Reid: 00:11:25

I've chosen them.

Tim Reid: 00:11:27

Yeah, because the brands are important to my listeners, but also the people

Tim Reid: 00:11:30

behind those brands are easy to work with.

Tim Reid: 00:11:32

And as a one-man show, as a one man podcaster, I just wanna work with good.

John Ball: 00:11:37

Yeah, and, and I guess you can have both, right?

John Ball: 00:11:40

You can market your own stuff and have some third party.

John Ball: 00:11:44

Of course, you don't wanna go too heavy on the ads, especially

John Ball: 00:11:47

if you are a new podcast host.

John Ball: 00:11:50

That, that, uh,

Tim Reid: 00:11:51

you, you could have both you, you could have both.

Tim Reid: 00:11:55

And you do wanna make sure that you get the weight weighting, right.

Tim Reid: 00:11:57

As a podcast consumer and I consume a lot of podcasts as well as create a podcast.

Tim Reid: 00:12:04

I get that ads are annoying and I myself find myself doing the little

Tim Reid: 00:12:08

10, 15 seconds skip forward, you know, getting away from the ads too.

Tim Reid: 00:12:13

But, but we, we've, we have to, and I don't, I mean, this is a bit of a soapbox

Tim Reid: 00:12:18

rant that I'm about to get on, but the reality is as podcasters particularly a

Tim Reid: 00:12:23

podcaster for me, podcasting is an end.

Tim Reid: 00:12:26

It isn't a means to an end.

Tim Reid: 00:12:28

Podcasting is my business.

Tim Reid: 00:12:29

Sure.

Tim Reid: 00:12:30

It creates other revenue stream.

Tim Reid: 00:12:32

But I don't have a marketing agency that I'm trying to drive business to.

Tim Reid: 00:12:36

I'm not a marketing coach that I'm trying to drive business to.

Tim Reid: 00:12:39

I wanna make a living from podcasting.

Tim Reid: 00:12:41

And so I'd love people to respect the ads more on podcasts, particularly

Tim Reid: 00:12:46

bespoke podcasts, not the podcasts that are repurposed radio shows.

Tim Reid: 00:12:50

They've got their own budgets and all that.

Tim Reid: 00:12:52

That, but US Independent podcast is we do heavily rely on the kindness and

Tim Reid: 00:12:59

the support of big brands and little brands, anyone who wants to sponsor us.

Tim Reid: 00:13:03

So yeah, gotta kind of be respectful of that.

Tim Reid: 00:13:05

And I try not to skip forward.

Tim Reid: 00:13:09

. John Ball: Yeah, me too.

Tim Reid: 00:13:09

I mean, I think I do find some of the shows that I listen to.

Tim Reid: 00:13:12

I like yourself, I listen to a lot of shows.

Tim Reid: 00:13:13

They tend to, if they are selective with the ads that they choose,

Tim Reid: 00:13:17

it tends to be stuff you think

Tim Reid: 00:13:18

oh, well that's interesting to hear about at.

Tim Reid: 00:13:20

Oh, sometimes one of the things I think is very clever, they'll have ads for their

Tim Reid: 00:13:23

own show, for upcoming episodes or for older episodes or collections of episodes

Tim Reid: 00:13:30

that you can go and check out and things.

Tim Reid: 00:13:33

So I think, I just think it makes sense if you are a business owner who

Tim Reid: 00:13:36

is doing a podcast as part of your professional ecosystem, not just as

Tim Reid: 00:13:42

your business, but as part of that.

Tim Reid: 00:13:44

Of course it makes sense to promote your own stuff and your own products

Tim Reid: 00:13:48

and services because you are creating and developing that relationship

Tim Reid: 00:13:52

with every show that's you make.

Tim Reid: 00:13:53

That's right.

Tim Reid: 00:13:54

Yeah.

Tim Reid: 00:13:54

And, and I think too, if you are, if you are gonna start a podcast and you

Tim Reid: 00:13:58

are gonna do ads, whether it be for your own stuff or for a third party

Tim Reid: 00:14:01

brand certainly in my experience, the most effective ads are live

Tim Reid: 00:14:07

reads where the host reads the ads.

Tim Reid: 00:14:11

never take pre-recorded ads like radio stations do, and just

Tim Reid: 00:14:14

drop them into your podcast.

Tim Reid: 00:14:16

It sounds too much like radio and people don't want podcasts to sound like radio.

Tim Reid: 00:14:21

And if you are gonna do live reads as a podcaster, try and put some, just

Tim Reid: 00:14:26

again, put your own personality into it.

Tim Reid: 00:14:28

You know, don't try and put on your marketing voice and this, this

Tim Reid: 00:14:32

program is brought to you by Dell.

Tim Reid: 00:14:34

You know, and it's like, don't, don't do that.

Tim Reid: 00:14:36

Just, just.

Tim Reid: 00:14:37

Have some fun.

Tim Reid: 00:14:38

Find an emotional entry point into the brand that's sponsoring your

Tim Reid: 00:14:41

podcast and talk about it in a human.

Tim Reid: 00:14:45

Yeah,

John Ball: 00:14:46

I, I was listening not that long ago to I dunno if you've

John Ball: 00:14:49

heard of Tracy Hazard, but she has the binge-worthy podcast and so she's

John Ball: 00:14:54

looking at what makes shows binge worthy.

John Ball: 00:14:57

And one of the things that she was talking, I think this might have been

John Ball: 00:14:59

in her marketing podcast though was that they actually done some research into

John Ball: 00:15:03

podcast ads and what was most effective.

John Ball: 00:15:05

and they said nearly, it is always host red ads.

John Ball: 00:15:07

It's always the host read ads and the natural voice ads that are the most

John Ball: 00:15:11

effective because that is the voice that that audience is already trusting.

John Ball: 00:15:16

Yeah.

John Ball: 00:15:16

And so of course it makes a, it makes huge difference.

John Ball: 00:15:19

Makes that in Johnny about

Tim Reid: 00:15:20

it.

Tim Reid: 00:15:21

You know, get a brief from your sponsors, understand the brands or whatever they

Tim Reid: 00:15:25

wanted, they want you to say, and then find stories from your own experience.

Tim Reid: 00:15:33

Bring to life those brands.

Tim Reid: 00:15:35

So for example, and he's not doing it well, although he's the

Tim Reid: 00:15:38

biggest podcaster in the world.

Tim Reid: 00:15:40

Joe Rogan reads ads, right?

Tim Reid: 00:15:42

He does live reads and, and I've been listening a lot to Joe lately,

Tim Reid: 00:15:45

and he's been mentioning Active Greens or some health powder, right?

Tim Reid: 00:15:50

He's reading a script.

Tim Reid: 00:15:52

Yes.

Tim Reid: 00:15:52

And it's very, it's very obvious now, Joe's a health fanatic.

Tim Reid: 00:15:57

Joe takes athletic greens.

Tim Reid: 00:15:59

Surely he could find a, Of he's own volition.

Tim Reid: 00:16:03

That includes athletic greens, and just tell that as opposed to reading some

Tim Reid: 00:16:09

script written by the advertising agency.

John Ball: 00:16:12

It, it would make sense.

John Ball: 00:16:14

And I know he is like one of the top shows in the world and I have listened

John Ball: 00:16:16

to him before, but it's definitely not one of my favorite podcasters,

John Ball: 00:16:20

, although he is always interesting.

John Ball: 00:16:22

He's always interesting to hear.

John Ball: 00:16:23

What he definitely is is polarizing.

John Ball: 00:16:26

And I guess it's more the guest choices that he has that I

John Ball: 00:16:28

don't always enjoy tuning into.

John Ball: 00:16:30

So, you know, I used to listen to it and now it's not really my

John Ball: 00:16:33

scene, but I particularly like people like Jordan Harbinger and hi.

John Ball: 00:16:38

I still listen to some Tim Ferriss stuff as well, you know, so I do listen to

John Ball: 00:16:41

some of the big ones, but I often find it more interesting listening to some

John Ball: 00:16:44

of the lesser known podcasters who don't have the big reps to live up to and

John Ball: 00:16:50

are doing maybe more interesting things and trying some different stuff out.

John Ball: 00:16:54

Cause.

John Ball: 00:16:54

There is opportunity for innovation in podcasting and and I think it's

John Ball: 00:16:59

necessary because I dunno about you, but, and when, if you listen to a

John Ball: 00:17:02

lot of shows, you probably do come across this of, a lot of people do the

John Ball: 00:17:06

same standard formula for every show.

John Ball: 00:17:09

Yes.

John Ball: 00:17:09

And and if, you know, you do guesting as well as I do, I'm sure.

John Ball: 00:17:13

And as you are now, Very often you'll start a show with the whole sort of

John Ball: 00:17:16

potted life history and you may even find yourself, it's like I'm a bit bored

John Ball: 00:17:20

of telling this story now, because it's like every other show I go on is asking

John Ball: 00:17:24

me for this little mini history of my life and my career and stuff like that.

John Ball: 00:17:28

It's like, well, you can check that stuff out outside of the Yeah, people

John Ball: 00:17:32

want to get to the, to the juicy stuff.

John Ball: 00:17:35

The meat of it.

Tim Reid: 00:17:36

I, I'm amazed and, and you know, the little podcasters, the smaller

Tim Reid: 00:17:40

podcasters listening to this, don't beat yourself up if you're doing it.

Tim Reid: 00:17:43

You make a good point.

Tim Reid: 00:17:44

Another podcast that I listen to a lot is Sam Harris.

Tim Reid: 00:17:47

He's a philosopher.

Tim Reid: 00:17:48

I think his podcast is called Waking Up.

Tim Reid: 00:17:50

Now Sam Yeah.

Tim Reid: 00:17:51

Is an experienced media person.

Tim Reid: 00:17:54

Sam is an experienced podcaster.

Tim Reid: 00:17:56

Sam is a philosopher.

Tim Reid: 00:17:57

He's incredibly considered and well thought out.

Tim Reid: 00:18:00

However, he spends an incredible amount of time right at the top

Tim Reid: 00:18:04

of his, each episode, giving a bit of a bio of the guest.

Tim Reid: 00:18:09

Then he introduces the.

Tim Reid: 00:18:11

and his first question to the guest is, tell us a little bit about yourself.

Tim Reid: 00:18:15

It's like, Sam, Sam, the lesson there for us all, and Sam's a philosopher.

Tim Reid: 00:18:21

He's not a marketer, he's not a consumer behaviorist.

Tim Reid: 00:18:24

You know, I, I, I'll forgive him, although he should know better.

Tim Reid: 00:18:28

What he should do is get straight into the meat and potatoes of,

Tim Reid: 00:18:33

you know, why is this guest here?

Tim Reid: 00:18:35

You know?

Tim Reid: 00:18:36

And the, the lesson is, respect the audience.

Tim Reid: 00:18:39

That's what we've got as podcasters, anyone creating content.

Tim Reid: 00:18:43

It ain't about you and I, Johnny in this show right now.

Tim Reid: 00:18:46

It's about whoever's listening.

Tim Reid: 00:18:48

And my mindset is, and I'm sure yours is, how do we extract, how do you extract

Tim Reid: 00:18:53

maximum value from me as the guest?

Tim Reid: 00:18:56

And how do I, as the guest, make sure that I give maximum value to the.

Tim Reid: 00:19:00

Because they have, they have for whatever reason, madness a, a slight

Tim Reid: 00:19:05

lapse in, you know, brain fog.

Tim Reid: 00:19:08

They've decided to listen to you and I . Yeah,

John Ball: 00:19:11

exactly.

John Ball: 00:19:12

And I'm, and I'm always very grateful for that.

John Ball: 00:19:14

You know, I, I just uh, just last week hit 10,000 downloads, which

John Ball: 00:19:19

good on, I think I'm, I think I might be a little bit behind the industry

John Ball: 00:19:23

curve, but I'm still happy that I hit the , hit that figure cuz it's a.

Tim Reid: 00:19:28

It is an absolute milestone.

Tim Reid: 00:19:29

Again, I mean, be absolutely be proud of it.

Tim Reid: 00:19:32

Pop the cork on it, but don't attach yourself to it and don't

Tim Reid: 00:19:36

spend too much time thinking about it because it's a number.

Tim Reid: 00:19:39

If you say to me, is that a good number?

Tim Reid: 00:19:40

I don't know.

Tim Reid: 00:19:41

It's 10,000.

Tim Reid: 00:19:42

It's, it's less than 11,000 and more than nine.

Tim Reid: 00:19:45

Seth Goden, who's one of the world's you.

Tim Reid: 00:19:48

Leading marketing experts and who I interviewed on the small business,

Tim Reid: 00:19:52

big marketing show a few years ago, made the point that every business

Tim Reid: 00:19:55

needs a thousand raving fans.

Tim Reid: 00:19:58

Doesn't matter what the business is, you need a thousand raving fans,

Tim Reid: 00:20:01

not 10,000, not a million, not two.

Tim Reid: 00:20:04

But if you can have a thousand and it's, and for, you know, for the local locksmith

Tim Reid: 00:20:07

listening or the local chiropractor or accountant, they might go, they might go,

Tim Reid: 00:20:11

that's a lot, but not, it's not really not if you create content that is, is worth.

Tim Reid: 00:20:17

That is, that is whether it be life changing or business changing or

Tim Reid: 00:20:20

compelling, having a thousand people who listen and may talk about you to

Tim Reid: 00:20:25

others, it's not that big a number.

Tim Reid: 00:20:27

So I think my point there is again, don't focus on the numbers, you

Tim Reid: 00:20:31

know, because I'm not sure they're that compelling, whether they're

John Ball: 00:20:38

five, you know, it was . No, I, I agree.

John Ball: 00:20:42

And it's whilst the sta you should certainly pay attention to your stats

John Ball: 00:20:45

that they're not the be all and end all, because they don't tell you

John Ball: 00:20:48

everything that's going on and as much as you can have, you know, I've been in

John Ball: 00:20:52

groups online where there, especially like, I think a one marketing group

John Ball: 00:20:57

that I've been in where there was over 17,000 people in this group, but a very

John Ball: 00:21:03

small fraction of that were active.

John Ball: 00:21:06

And so it's like, well, would you rather have a small active audience

John Ball: 00:21:10

or a large inactive audience?

John Ball: 00:21:13

I would rather have a smaller engaged and active audience myself.

Tim Reid: 00:21:17

A hundred percent.

Tim Reid: 00:21:19

A hundred percent.

Tim Reid: 00:21:20

You know, like give me a hundred, a hundred customers who actively

Tim Reid: 00:21:24

wanna buy from me on a regular basis, versus a thousand who

Tim Reid: 00:21:27

window shop and mail may not buy.

Tim Reid: 00:21:30

You know, that's, yeah.

Tim Reid: 00:21:32

That's where I'd like to,

John Ball: 00:21:34

Now you would've seen a lot of changes in the time.

John Ball: 00:21:38

I mean, our podcasting has changed quite a lot in the last five years,

John Ball: 00:21:42

certainly in the last 10 years.

John Ball: 00:21:43

And, and you've been podcasting through that time and, and I wonder what are

John Ball: 00:21:47

some of the most significant things that you've noticed in the development

John Ball: 00:21:52

of podcasting as an industry in that.

Tim Reid: 00:21:55

I get asked this about Marketing J because the small business, big

Tim Reid: 00:21:58

marketing podcast is about marketing.

Tim Reid: 00:22:00

I get asked that question about marketing and then specifically when we're

Tim Reid: 00:22:04

talking podcasting about podcasting.

Tim Reid: 00:22:05

And my answer is always the same.

Tim Reid: 00:22:07

There will always be a bright, shiny object, Johnny, there is

Tim Reid: 00:22:09

always gonna be a new microphone.

Tim Reid: 00:22:11

There is always gonna be a new social media platform, like,

Tim Reid: 00:22:15

you know, say a clubhouse.

Tim Reid: 00:22:16

There's always going to be a new recording software.

Tim Reid: 00:22:19

We are on Riverside fm.

Tim Reid: 00:22:20

There's Zencaster, there's blue jeans, there's, there's

Tim Reid: 00:22:23

always going to be something.

Tim Reid: 00:22:25

But guess what?

Tim Reid: 00:22:26

The fundamentals remain unchanged.

Tim Reid: 00:22:29

Create, create compelling content.

Tim Reid: 00:22:31

Know your audience, know what problems they have that you can solve.

Tim Reid: 00:22:35

Create compelling content around it, doing it in an engaging way that has people

Tim Reid: 00:22:39

leading in and listening, and you are on, on the road to creating something special.

Tim Reid: 00:22:45

If you constantly, you know, like when, when other podcasters find out, or even

Tim Reid: 00:22:48

not podcasts, maybe would be podcasters.

Tim Reid: 00:22:51

Find out that I'm a podcaster more often than not, and I'll

Tim Reid: 00:22:54

say out eight out of 10 times.

Tim Reid: 00:22:57

The very first question is, what microphone do you use?

Tim Reid: 00:23:01

It's irrelevant.

Tim Reid: 00:23:03

, it's such an irrelevant question.

Tim Reid: 00:23:05

It doesn't matter.

Tim Reid: 00:23:06

The microphones on our smartphones these days are broadcast quality, so find

Tim Reid: 00:23:12

a microphone that you know you like.

Tim Reid: 00:23:14

You like the look of, I mean, absolutely.

Tim Reid: 00:23:16

Audio is good quality audio is fundamental to creating great podcasts,

Tim Reid: 00:23:23

but gee, unless you've won the microphone at the local fair, then

Tim Reid: 00:23:27

the one you buy at the local discount store probably ain't gonna be too bad.

Tim Reid: 00:23:32

So, I care little for developments.

Tim Reid: 00:23:35

We've had, you know, Spotify's come on board and they've got podcasts now.

Tim Reid: 00:23:39

You know, I know Facebook and Google it.

Tim Reid: 00:23:41

They're all working hard.

Tim Reid: 00:23:42

They've got Stitch.

Tim Reid: 00:23:43

Everyone's working hard to capture the podcast market.

Tim Reid: 00:23:45

But again, I stay pretty focused and my focus is on my listener,

Tim Reid: 00:23:50

on their needs, on the problems they have that I can solve, and

Tim Reid: 00:23:55

creating content that solves it in.

Tim Reid: 00:23:59

And for me, and people say to me, Johnny, you know, why is

Tim Reid: 00:24:02

the small business big marketing podcast so popular and successful?

Tim Reid: 00:24:07

And I say, I, well, I can tell you it's not the best

Tim Reid: 00:24:09

marketing podcast in Australia.

Tim Reid: 00:24:11

I know that it's just not, there are better marketing podcasts.

Tim Reid: 00:24:14

However, what I have found, and my mine's a very good marketing podcast,

Tim Reid: 00:24:19

but there are marketing podcasts that possibly have better information more

Tim Reid: 00:24:22

detailed information, but I have found the intersection between educating

Tim Reid: 00:24:27

my listeners around the topic of marketing and entertaining my listeners

Tim Reid: 00:24:32

so that whatever I am educating them on lands and I don't believe, yeah,

Tim Reid: 00:24:37

certainly I can't educate a hundred percent of the time, nor do I want to

Tim Reid: 00:24:40

because I'm not a university professor.

Tim Reid: 00:24:43

I can't entertain a hundred percent of the time because I'm not a standup

Tim Reid: 00:24:47

comedian, but if I find that sweet spot between the two and I can put a

Tim Reid: 00:24:51

smile on my dial, on my dial, if I can put a smile on the dial of my audience

Tim Reid: 00:24:57

while I'm imparting information.

Tim Reid: 00:24:59

Then I've won.

Tim Reid: 00:25:00

So that is my long-winded answer to saying I'm not that interested in developments.

Tim Reid: 00:25:05

I'm interested in the fundamentals.

Tim Reid: 00:25:08

. John Ball: Yeah.

Tim Reid: 00:25:08

And that's great.

Tim Reid: 00:25:09

I mean, much as in, in marketing.

Tim Reid: 00:25:11

I know I recently was reading like the, the 2022, I can't remember, the 22

Tim Reid: 00:25:17

Fundamental Immutable Laws of Marketing.

Tim Reid: 00:25:19

Immutable Laws of Marketing.

Tim Reid: 00:25:20

That's it.

Tim Reid: 00:25:21

And it, it's not a new book.

Tim Reid: 00:25:22

It's been around a while.

Tim Reid: 00:25:23

Reis & Trout, it's from 1964 or something,

John Ball: 00:25:28

but the principles are pretty solid.

John Ball: 00:25:30

So even though a lot of the a hundred things that are list mentioned in there

John Ball: 00:25:33

are maybe a bit out to date now and certainly not up to date with the latest

John Ball: 00:25:37

uh, technology and everything else, the principles still work and, and we forget

John Ball: 00:25:41

sometimes how important principles are.

John Ball: 00:25:44

We

Tim Reid: 00:25:44

do.

Tim Reid: 00:25:44

Johnny, my 23 year old son, William started as a marketing

Tim Reid: 00:25:48

coordinator at Junior Marketing Executive in a company just last.

Tim Reid: 00:25:53

He's been brought on to be a bit of a content creator, a

Tim Reid: 00:25:56

bit of a social media legend.

Tim Reid: 00:25:57

Cause he's a he, he's a digital native.

Tim Reid: 00:25:59

He's 23 years old.

Tim Reid: 00:26:01

And guess what book I gave him?

Tim Reid: 00:26:03

The 22 Immutable Laws of Marketing from 1960 Bloody Four.

Tim Reid: 00:26:07

You know, because the fundamentals are the same.

John Ball: 00:26:10

Yeah.

John Ball: 00:26:12

Yeah.

John Ball: 00:26:12

Yeah.

John Ball: 00:26:12

I mean it's much like I, I, one of the books I got a lot of value from

John Ball: 00:26:15

a few years ago when it came out was Ray Dalio's book Principles as well.

John Ball: 00:26:19

Just getting, getting those principles is so much more empowering because

John Ball: 00:26:23

that's guiding your decision.

John Ball: 00:26:24

So rather than being told what to do, you are being given the baseline

John Ball: 00:26:28

information that guides the decision making processes for, for better options.

John Ball: 00:26:32

Much like, I think like most people would benefit from listening and

John Ball: 00:26:35

tuning into and having their own philosophy, and a lot of people don't.

John Ball: 00:26:39

When you have principles that guide you in life, it just makes things, I

John Ball: 00:26:43

think, a lot easier, a lot clearer as well, rather than this opinion, that

John Ball: 00:26:47

opinion, as you said, shiny object here,

John Ball: 00:26:49

shiny object there.

Tim Reid: 00:26:51

Yep.

Tim Reid: 00:26:52

Everyone's got an opinion.

John Ball: 00:26:56

I, I do wonder though, I mean, you talk about make, having a

John Ball: 00:26:58

career in podcasting, do you, do you at least think it's easier now to make a

John Ball: 00:27:03

career out of podcasting than it may have been even, even just a few years ago?

Tim Reid: 00:27:08

That's an interesting question I have I've had success both back in

Tim Reid: 00:27:13

the day when podcasting wasn't a thing, and I have had success today with

Tim Reid: 00:27:20

podcasting being well and truly a thing.

Tim Reid: 00:27:23

I had success early on because it wasn't a very crowded marketplace.

Tim Reid: 00:27:27

And as long as I was creating great content and I could find a sponsor,

Tim Reid: 00:27:32

a, in my case, a chief marketing officer or a marketing director from

Tim Reid: 00:27:36

a company who had heard of podcasts.

Tim Reid: 00:27:39

Because even back then it was like, have you heard of a podcast?

Tim Reid: 00:27:42

Have you ever listened to one?

Tim Reid: 00:27:43

So my job back then was to monetize my podcast, was to find marketing people.

Tim Reid: 00:27:48

Knew of podcasts and hopefully listened to mine.

Tim Reid: 00:27:51

And that was an easy sell and there weren't many podcasts to choose from.

Tim Reid: 00:27:55

So, I wasn't competing in a busy marketplace.

Tim Reid: 00:27:58

Nowadays, I am competing at a busy marketplace, but there's more

Tim Reid: 00:28:04

money being thrown at podcasting than there was back then.

Tim Reid: 00:28:07

So, I, I don't really know the answer to that except to say, Have a go because

Tim Reid: 00:28:15

I know when I speak at conferences and if I talk about podcasting from

Tim Reid: 00:28:19

stage or blogging or eBooks or you know, YouTube videos that we should be

Tim Reid: 00:28:24

creating as business owners, there'll be someone in the audience that says,

Tim Reid: 00:28:28

ah, there's so much of that out there.

Tim Reid: 00:28:30

I saw a stat the other day where there's 72 hours.

Tim Reid: 00:28:34

Footage uploaded to YouTube every minute, and it's like, okay, that

Tim Reid: 00:28:37

might be a fact, and it might be a fact that six new podcasts come

Tim Reid: 00:28:41

online every hour of every day.

Tim Reid: 00:28:44

It doesn't mean you shouldn't do it, it just creates a creative

Tim Reid: 00:28:48

challenge to make really good content.

Tim Reid: 00:28:51

You know, that's, that's the challenge.

Tim Reid: 00:28:53

You know, even I'll, I'll say the same in five years time, when there is 10 times

Tim Reid: 00:28:58

as many podcasts as there are today, it doesn't mean you shouldn't podcast.

Tim Reid: 00:29:03

You just gotta make really good content.

Tim Reid: 00:29:05

And I think that's where people fail.

Tim Reid: 00:29:07

You know, if, if marketing is made up of medium and message, one of the

Tim Reid: 00:29:11

marketing fundamentals is identify the medium where the fi, where fish, where

Tim Reid: 00:29:16

the fish are, and then create messages that attract the fish, create the bait.

Tim Reid: 00:29:22

And the easy part of that equation is medium.

Tim Reid: 00:29:25

So in our case, we choose podcasting as the me, our

Tim Reid: 00:29:28

medium of choice, our challenge.

Tim Reid: 00:29:31

That's an easy decision.

Tim Reid: 00:29:33

Our challenge is, what are you gonna say on the podcast

Tim Reid: 00:29:35

that's gonna be so compelling?

Tim Reid: 00:29:37

And that's always going to be the challenge.

Tim Reid: 00:29:40

So, and I don't think enough business owners, whether it'll be talking

Tim Reid: 00:29:44

podcasting or any marketing, spend enough time on idea generation on sitting back

Tim Reid: 00:29:50

and, and rubbing their chin and going, what can I create that's gonna be really

Tim Reid: 00:29:54

compelling and better than everyone else?

John Ball: 00:29:56

And I agree.

John Ball: 00:29:56

There's there's a lot of people seem to be creating content and chucking

John Ball: 00:30:00

it out for the sake of doing it, or even, I guess, paying other people

John Ball: 00:30:03

to create their content and it's not really having that connection because

John Ball: 00:30:06

it's not coming genuinely from them.

John Ball: 00:30:08

And so, you know, there, there are definitely some issues that what in

John Ball: 00:30:12

your mind or in your experience, I said, because you've been creating content

John Ball: 00:30:16

effectively for a long time, what.

John Ball: 00:30:19

Good contents, especially with podcasts.

John Ball: 00:30:24

Content

Tim Reid: 00:30:25

that the listener wants, number one, they might not know they might

Tim Reid: 00:30:31

want and needs something different, but first of all, give them what they want.

Tim Reid: 00:30:35

Yeah.

Tim Reid: 00:30:36

Now that could be going out and identifying what

Tim Reid: 00:30:40

questions have your listeners.

Tim Reid: 00:30:42

That you could solve or provide answers to in a podcast.

Tim Reid: 00:30:46

One of the things that I encourage everyone to do who is starting a podcast,

Tim Reid: 00:30:51

and even if you have already got a podcast, I would go back and do this,

Tim Reid: 00:30:56

and it's called Your Editorial Mission.

Tim Reid: 00:30:59

Now, the editorial mission was something developed by magazine

Tim Reid: 00:31:03

publishers many, many, many years ago, and it was simply a way of defining

Tim Reid: 00:31:09

what's the magazine going to be about?

Tim Reid: 00:31:11

Well, in the case of the editorial mission for us, it's what's

Tim Reid: 00:31:14

the podcast going to be about?

Tim Reid: 00:31:16

And there's three questions to answer.

Tim Reid: 00:31:18

What have you got to offer to who and what outcome can they expect?

Tim Reid: 00:31:24

So the editorial mission for the Small Business Big Marketing

Tim Reid: 00:31:27

podcast, what I have to offer is marketing tips and tricks for who?

Tim Reid: 00:31:33

Small service-based business owners who are frustrated by.

Tim Reid: 00:31:39

What outcome can they expect to generate more warm inquiry?

Tim Reid: 00:31:44

So marketing tips and tricks for small service-based business owners

Tim Reid: 00:31:47

frustrated about marketing to help them generate more warm inquiry.

Tim Reid: 00:31:52

Now that I know that it's very easy for me to determine what to talk about on

Tim Reid: 00:31:57

my podcast from stage in a book that I write, in a blog post, that I write in a

Tim Reid: 00:32:03

social media post that I put out there.

Tim Reid: 00:32:06

and it almost Johnny creates a fence.

Tim Reid: 00:32:09

And inside that fence is all the content that is relevant to your listeners.

Tim Reid: 00:32:13

And outside of that fence is the stuff that you'll never hear me talk about.

Tim Reid: 00:32:17

You'll never hear me talk about taxation.

Tim Reid: 00:32:19

You'll never hear me talk about real estate.

Tim Reid: 00:32:21

You'll never hear me talk about HR because they're outside of my editorial mission.

Tim Reid: 00:32:26

And anyone in podcast, anyone who's creating content should I

Tim Reid: 00:32:31

would say, Complete and get crystal clear on their editorial mission.

Tim Reid: 00:32:36

And if, if I may take that one step further.

Tim Reid: 00:32:40

Once you know what your editorial mission is, be very clear on the

Tim Reid: 00:32:44

personality of your brand and the way you share your knowledge.

Tim Reid: 00:32:48

So, because that's gonna be your point of difference.

Tim Reid: 00:32:51

You know, there's a lot of marketing podcasts out there, but again, if

Tim Reid: 00:32:56

you listen to the Small Business Big Marketing podcast, you'll.

Tim Reid: 00:32:59

You'll be freaked out occasionally, you'll have a laugh.

Tim Reid: 00:33:03

You'll be you know, I might upset you from something I say, but, hey, it's me.

Tim Reid: 00:33:07

And that's my personality.

Tim Reid: 00:33:09

Like it or lump it because that again, is my point of difference.

Tim Reid: 00:33:12

And for any other podcaster, it's gonna be their point of difference as well.

John Ball: 00:33:16

You, you may hear a few dad jokes.

John Ball: 00:33:18

I know that for sure after, after having listened to.

John Ball: 00:33:21

I know.

John Ball: 00:33:21

And I,

Tim Reid: 00:33:22

I, I, I dunno what to do about that.

Tim Reid: 00:33:24

I get accused of it all the time if someone meets me.

Tim Reid: 00:33:27

So they always bring up the dad jokes thing.

Tim Reid: 00:33:29

The reality is I'm a father of three, so I am a, I am a dad.

Tim Reid: 00:33:32

I do love a joke and you know, I'm from a different century, Johnny, so, you know,

Tim Reid: 00:33:37

I just have to, you know, like it, or

Tim Reid: 00:33:39

lump

John Ball: 00:33:40

it.

John Ball: 00:33:41

I think it's part of who you are.

John Ball: 00:33:42

It's part, part of the charm of the show.

John Ball: 00:33:43

I wouldn't do anything about it.

John Ball: 00:33:45

Don't change a thing.

John Ball: 00:33:46

Thank you very much.

John Ball: 00:33:47

But I do wonder, , I do wonder, in, in, in your podcast career, whether you have

John Ball: 00:33:52

ever faced things like the sort of content burnout that people often talk about

Tim Reid: 00:34:00

as in, geez, what am I gonna, what am I gonna create next?

Tim Reid: 00:34:03

Is that what you.

John Ball: 00:34:05

Yeah.

John Ball: 00:34:05

That's feeling like like the muse has left the building and and you don't

John Ball: 00:34:09

really know what to do next, or you've feel like you've done everything at Okay.

John Ball: 00:34:14

That post-modern sort of malaise mm-hmm.

Tim Reid: 00:34:18

there is in terms of content burnout if I ever have a thought that,

Tim Reid: 00:34:23

geez, who am I going to interview next?

Tim Reid: 00:34:26

What topic am I going to cover?

Tim Reid: 00:34:28

It very quickly disappears because even though I have almost 600 episodes under

Tim Reid: 00:34:32

my belt, it's not really a big number.

Tim Reid: 00:34:34

When you look at, you know, a, the amount of potential people that I

Tim Reid: 00:34:38

could interview, B, the amount of opinions that I could share, C,

Tim Reid: 00:34:42

the amount of exper of amount of experiences that I have day-to-day as a

Tim Reid: 00:34:46

consumer out in the street and online.

Tim Reid: 00:34:49

They're always, so the, and these are all content opportunities, right?

Tim Reid: 00:34:53

So as podcasters in particular, we need to have our content radars on all the time.

Tim Reid: 00:34:58

A mate of mine was on he had the most popular radio program

Tim Reid: 00:35:01

in Australia at one point.

Tim Reid: 00:35:03

And you know, like those radio programs alike, they're all shouting

Tim Reid: 00:35:06

and they're doing silly things and playing games and competitions.

Tim Reid: 00:35:09

You know, primetime breakfast or drive radio.

Tim Reid: 00:35:13

And my friend Jules had the beat, the number one show in Australia.

Tim Reid: 00:35:16

I said to him once, I said, how do you keep up?

Tim Reid: 00:35:18

Because, hey, I'm just creating an episode of a week on my podcast.

Tim Reid: 00:35:21

Whereas he's every night from three till six having to create content,

Tim Reid: 00:35:27

and he actually simply carries his iPhone around as we all do.

Tim Reid: 00:35:31

He has voice memos open all the time and every time.

Tim Reid: 00:35:35

Something happens to him out in the street.

Tim Reid: 00:35:37

He might what, whatever it may be.

Tim Reid: 00:35:40

He used the example when he was talking about this, it was actually a

Tim Reid: 00:35:42

part of an interview I did with him.

Tim Reid: 00:35:44

He used the example of paying for a ticket at a car park and something weird

Tim Reid: 00:35:48

happened and he had to push the button to speak to the person on the other end

Tim Reid: 00:35:52

of the intercom and, He just records that into his voice memo as a reminder

Tim Reid: 00:35:56

of there is some potential content.

Tim Reid: 00:35:58

So for him it was like, when was the last time you had to push a

Tim Reid: 00:36:01

button and speak to a stranger?

Tim Reid: 00:36:02

You know, call in now.

Tim Reid: 00:36:04

So my point there is, as content creators as podcasters, we always

Tim Reid: 00:36:08

need to be on the lookout for content and not freak out when we think,

Tim Reid: 00:36:13

my goodness, we're gonna run out.

Tim Reid: 00:36:14

Because what I found too, as you create more content and as you become

Tim Reid: 00:36:19

more prolific as a podcast, People are gonna be reaching out to you.

Tim Reid: 00:36:23

PR agencies are gonna send pictures to say, Hey, interview my client.

Tim Reid: 00:36:27

Listeners are gonna say, Hey, could you cover an episode?

Tim Reid: 00:36:30

Could you cover this topic on a future episode?

Tim Reid: 00:36:33

And there's always opportunities for content coming left, right, and center.

John Ball: 00:36:38

Yeah.

John Ball: 00:36:38

I look forward to receiving those kinds of requests from my

John Ball: 00:36:41

own listener, , at some point.

John Ball: 00:36:44

Come on, listeners.

John Ball: 00:36:45

Always,

Tim Reid: 00:36:45

Johnny's struggling next to know who to interview next.

John Ball: 00:36:48

Oh, no, I'm, I'm all good with that, but I certainly would

John Ball: 00:36:50

like to have some some feedback and some suggestions from people as well.

John Ball: 00:36:55

It's like the audience engaged a bit.

John Ball: 00:36:56

It takes a while.

John Ball: 00:36:57

It does take a while to develop that and to build that up, especially in podcasts.

Tim Reid: 00:37:01

Well, Johnny, I'll give you a tip, mate.

Tim Reid: 00:37:03

What I've done on the Small Business Big Marketing podcast

Tim Reid: 00:37:06

is I have a phone number.

Tim Reid: 00:37:07

I give out a number and I'm gonna give it out right now and I'll give

Tim Reid: 00:37:10

out the international version of it because I would love anyone who's heard

Tim Reid: 00:37:14

me on Johnny's podcast to call me.

Tim Reid: 00:37:16

The number is plus 6 1 4 0 8 0 0 1 5 1 5 0.

Tim Reid: 00:37:24

You can call that number now and you can leave up to five minute,

Tim Reid: 00:37:27

up to a five minute message.

Tim Reid: 00:37:30

And if I like it, if, well, if I like it and I think it adds value

Tim Reid: 00:37:34

to my listening audience, then I will play it on an upcoming episode.

Tim Reid: 00:37:38

Every single episode of my podcast has a voicemail from a lister.

Tim Reid: 00:37:43

It could be a marketing idea that's working for them.

Tim Reid: 00:37:46

It could be a commentary on a, an episode that they listened to and

Tim Reid: 00:37:49

liked and what they liked about it.

Tim Reid: 00:37:51

It could.

Tim Reid: 00:37:53

That they don't like my style and I could improve it, whatever it is, ring

Tim Reid: 00:37:57

me, leave a message and I'll play it.

Tim Reid: 00:37:59

Because as a podcaster, I wish we could do talkback and in fact, I think

Tim Reid: 00:38:04

talkback is starting to become possible.

Tim Reid: 00:38:06

I think even on Riverside fm there is the opportunity for people to call in.

Tim Reid: 00:38:11

I haven't worked out that technology yet but having that dialogue back and

Tim Reid: 00:38:14

forth between listeners is wonderful.

John Ball: 00:38:18

Yeah, it is.

John Ball: 00:38:19

The technology is absolutely there for it.

John Ball: 00:38:21

I mean, even with a show like this, we have the capability to have live audience

John Ball: 00:38:25

Now they can't interact verbally, but we can, they can be invited, they can

John Ball: 00:38:30

be given a link to come and to join the studio, but they can, because you can

Tim Reid: 00:38:34

send the link out, can't you?

Tim Reid: 00:38:35

On your socials via Riverside where they can log in and they could

Tim Reid: 00:38:39

be watching us and they could be putting questions through chat.

Tim Reid: 00:38:42

That's awesome.

John Ball: 00:38:43

Yeah I had a try at doing live stuff with the show for a while

John Ball: 00:38:46

and the only thing I'm reluctant with it is the, and you may notice

John Ball: 00:38:49

this as we're recording, like people who've seen video of this after the

John Ball: 00:38:53

recording will see it's all pretty high quality stuff, but whilst it's

John Ball: 00:38:56

actually live, It's not always so great.

John Ball: 00:38:59

You might see a bit of deterioration in the video and I don't really love putting

John Ball: 00:39:03

out content, but that doesn't look that good as well as video content, and that's

John Ball: 00:39:08

probably my my only real concern with it.

John Ball: 00:39:10

But I do like the idea of having more live interaction, and I hope

John Ball: 00:39:15

that becomes a bigger thing with more podcasts, and I think with services

John Ball: 00:39:18

like Discord, which I'm still trying to figure out and learn, those

John Ball: 00:39:21

capabilities are, are definitely there.

John Ball: 00:39:23

But I love the idea of having a, a phone line that is dedicated for

John Ball: 00:39:27

people being able to come and leave messages about the show and actually

John Ball: 00:39:30

have that verbal interaction.

John Ball: 00:39:33

I think I mean, We could even use, I guess you could even use voice messages

John Ball: 00:39:37

on LinkedIn or something like that.

John Ball: 00:39:38

Just just as well the tech technology is definitely up there and available.

John Ball: 00:39:43

Right.

John Ball: 00:39:43

I I really like that.

John Ball: 00:39:44

I wonder for you, what has been the, whether you feel the podcasting has

John Ball: 00:39:49

played a significant role in your own personal and professional development

John Ball: 00:39:54

over the time that you've been?

Tim Reid: 00:39:57

Oh, there's no doubt.

Tim Reid: 00:39:58

I, how can I be specific about that?

Tim Reid: 00:40:02

I'm very proud of what I've created with the Small Business Big Marketing podcast.

Tim Reid: 00:40:06

It has taken me well and truly outside my comfort zone, albeit I am, I'm sort

Tim Reid: 00:40:12

of an introverted extrovert in the sense that I do like my own space and time,

Tim Reid: 00:40:16

but I like the fact that podcasting Puts me out there, puts my head above

Tim Reid: 00:40:20

the trench, has created an entire public speaking career that has really,

Tim Reid: 00:40:26

you know, given me a good lifestyle.

Tim Reid: 00:40:28

I'm, I'm really, I, I feel very grateful for that.

Tim Reid: 00:40:31

And again, direct line from being a podcaster to being a popular public speak,

Tim Reid: 00:40:35

you know, at it, at its peak pre-covid, I was doing about 60 conferences its peak

Tim Reid: 00:40:39

pre-covid, I was in different countries.

Tim Reid: 00:40:42

Again, direct line from being a podcaster to doing that, and as a

Tim Reid: 00:40:46

result of having to step up and become a public speaker, I've then had to

Tim Reid: 00:40:50

go out and seek a speaking coach.

Tim Reid: 00:40:52

I've had to go out and study other speakers as I do, I

Tim Reid: 00:40:55

study other interviewers, so.

Tim Reid: 00:40:58

Being in that space.

Tim Reid: 00:40:59

Yeah.

Tim Reid: 00:41:00

I, I, I feel like it's, it's been awesome for me.

Tim Reid: 00:41:02

It's been absolutely awesome for me and I wouldn't trade it for the world.

Tim Reid: 00:41:06

I you know, careful what you wish for.

Tim Reid: 00:41:07

You know, I wanted to be on radio.

Tim Reid: 00:41:09

Well, I wasn't, I have been subsequently, but I got my own

Tim Reid: 00:41:12

radio show in the form of a podcast.

John Ball: 00:41:16

Yeah.

John Ball: 00:41:16

What perhaps have been the biggest challenges for you

John Ball: 00:41:19

then in your podcasting?

Tim Reid: 00:41:24

there are times when you go, is it worth it?

Tim Reid: 00:41:26

Not because, you know, for no other reason that I've, you know, for me,

Tim Reid: 00:41:30

I've been doing it for 13 years and it's like, well, and, and it is an,

Tim Reid: 00:41:33

it's an interesting question that I continue to sort of ask myself.

Tim Reid: 00:41:36

It's like, well, well when do I stop?

Tim Reid: 00:41:37

Like, when do I stop?

Tim Reid: 00:41:39

I joined Australia's biggest podcasting network just just over two years ago.

Tim Reid: 00:41:45

Which didn't work out for me.

Tim Reid: 00:41:46

It was the wrong decision.

Tim Reid: 00:41:48

So there was a sort of bump in the road then, and a moment of contemplation, well,

Tim Reid: 00:41:52

okay, once my contract's up, do I stop?

Tim Reid: 00:41:56

But then I went back to my listeners only in, I went back

Tim Reid: 00:41:59

and thought about my listeners.

Tim Reid: 00:42:00

I didn't go back to my listeners and asked them, but.

Tim Reid: 00:42:03

No I can't let them down.

Tim Reid: 00:42:04

I'm not ready to stop yet.

Tim Reid: 00:42:05

I haven't covered enough en enough topics.

Tim Reid: 00:42:07

You know, I feel like there's, I, there's still things that I need to

Tim Reid: 00:42:10

do in regards to podcasting and so, you know, the journey continues.

Tim Reid: 00:42:14

I'd like to do some live events.

Tim Reid: 00:42:16

I'd like to be recording some episodes live.

Tim Reid: 00:42:18

I'd like to be maybe bringing in some guest co-hosts.

Tim Reid: 00:42:22

I had a co-host for the first 80 episodes of the Small Business Big Marketing Show.

Tim Reid: 00:42:27

And Luke, who is still one of my best.

Tim Reid: 00:42:30

, but after 80 episodes he didn't see the value in it.

Tim Reid: 00:42:32

You know, so bringing people in and having that, cuz I dunno

Tim Reid: 00:42:34

about you, you're a single host.

Tim Reid: 00:42:36

I'm a single host and yeah it's fun.

Tim Reid: 00:42:38

It's also fun having a co-host to bounce things off and do all that kind of stuff.

Tim Reid: 00:42:42

But there's plenty of left, there's plenty of left things left to do, Johnny.

John Ball: 00:42:46

Yeah, yeah.

John Ball: 00:42:47

The, the co-host stuff has been on my mind a bit recently too.

John Ball: 00:42:50

And I did do my very first show and one of my earlier shows with

John Ball: 00:42:53

a friend, a very good friend of mine, who was my co-host for that.

John Ball: 00:42:56

And it was, it was fun.

John Ball: 00:42:58

I know she's not able to commit to coming back to being a co-host, but yeah, the,

John Ball: 00:43:02

just being able to have that, I think it increases the chemistry of the show.

John Ball: 00:43:05

And you've got someone who you have such a deep level rapport with, and

John Ball: 00:43:09

then you invite maybe another guest on to come and connect with that rapport.

John Ball: 00:43:13

Yes.

John Ball: 00:43:13

That's already going on is is, is quite powerful I think.

John Ball: 00:43:16

No, I, I like it on other podcasts as well.

Tim Reid: 00:43:18

If, if there are podcasters listening to this or people who

Tim Reid: 00:43:21

wanna start a podcast and they're considering the co-host format.

Tim Reid: 00:43:25

All I would say to that is make sure that your co-host is very different

Tim Reid: 00:43:30

to you because it's very uninteresting listening to two people who agree with,

Tim Reid: 00:43:36

who agree with each other all the time.

Tim Reid: 00:43:38

If it's a yes fest.

Tim Reid: 00:43:40

I, I think that's just really boring listening.

Tim Reid: 00:43:42

So for me, Luke, who is my co-host for the first 80 episodes, He's, he

Tim Reid: 00:43:47

was and continues to be everything.

Tim Reid: 00:43:49

I'm not, he's very considered, he's, he likes to get under the bonnet of

Tim Reid: 00:43:55

the various aspects of marketing.

Tim Reid: 00:43:56

You know, how do face, how does Google ads work?

Tim Reid: 00:43:59

How do Facebook ads work?

Tim Reid: 00:44:00

How's SEO work?

Tim Reid: 00:44:01

And, and I sort of, I absolutely want to explore that, but I'm much more

Tim Reid: 00:44:05

interested in the birds' eye macro view when I'm talking to a business owner.

Tim Reid: 00:44:08

It.

Tim Reid: 00:44:09

Where'd the idea come from?

Tim Reid: 00:44:11

How did you get it to market?

Tim Reid: 00:44:12

Was there a moment in time when you found yourself in the fetal position

Tim Reid: 00:44:16

rocking back and forth because you thought you'd made a mistake?

Tim Reid: 00:44:19

So between the two of us, Luke is asking the detailed stuff.

Tim Reid: 00:44:23

I'm asking the sort of bird's eye macro stuff that's interesting.

Tim Reid: 00:44:27

And if you're both going down the same path, it's less interesting.

John Ball: 00:44:32

Yeah.

John Ball: 00:44:32

I, I wonder for you, I know personally I have found some unexpected benefits

John Ball: 00:44:38

in the podcast world both from being a guest on other people's

John Ball: 00:44:41

shows and from having my own show.

John Ball: 00:44:43

And I wonder if you found the same,

Tim Reid: 00:44:44

Unexpected better?

Tim Reid: 00:44:45

Totally.

Tim Reid: 00:44:46

I mean, I wrote, I've written a whole book on it.

Tim Reid: 00:44:47

You can see it behind me.

Tim Reid: 00:44:48

The Boomerang Effect.

Tim Reid: 00:44:49

The Boomerang Effect is an effect that I sort of came up with, which

Tim Reid: 00:44:53

basically says, The more effort you put into your, the marketing of your

Tim Reid: 00:44:58

personal brand or your business, the more it will return multiples.

Tim Reid: 00:45:03

Boomerang is being sticks that our indigenous people threw that

Tim Reid: 00:45:06

came back, return themselves to the person who threw it.

Tim Reid: 00:45:09

And you know, so I've absolutely found that.

Tim Reid: 00:45:12

So for me, my boomerang effect with starting a podcast was, yeah, I

Tim Reid: 00:45:16

built an audience, I built a strong personal brand within the small

Tim Reid: 00:45:19

business community in Australia.

Tim Reid: 00:45:21

I've developed a speaking.

Tim Reid: 00:45:23

I've had a lot of media opportunities, whether they be interviews on

Tim Reid: 00:45:26

radio or TV or other people's podcasts or articles in magazines.

Tim Reid: 00:45:31

I've had the opportunity to write a book.

Tim Reid: 00:45:33

I've had so many incredible things happen as a direct result, and my boomerang

Tim Reid: 00:45:39

effect will be different to your boomerang effect will be different to.

Tim Reid: 00:45:42

The next person's.

Tim Reid: 00:45:43

But you need to put faith in that because as business owners listening to this,

Tim Reid: 00:45:49

thinking of starting a podcast, if you do it right, you'll get more sales.

Tim Reid: 00:45:53

That's sort of like, that's a ticket to the game.

Tim Reid: 00:45:56

That's That's base one.

Tim Reid: 00:45:58

Yeah.

Tim Reid: 00:45:59

But if you get it really right, other things will happen.

Tim Reid: 00:46:02

You'll be positioned as a thought leader in your industry.

Tim Reid: 00:46:04

You'll be asked to appear on panels at conferences, you'll.

Tim Reid: 00:46:08

, you know, you'll be someone that people d defer to for

Tim Reid: 00:46:11

opinions and whatever it may be.

Tim Reid: 00:46:13

So I find that really exciting.

John Ball: 00:46:16

Do, do you think then that there's a lot of value in, especially if

John Ball: 00:46:20

it's gonna be a business related podcast, or especially if you're gonna make it your

John Ball: 00:46:24

business in starting a, not necessarily starting perfect, but at least starting as

John Ball: 00:46:28

well as you can, being well prepared for.

Tim Reid: 00:46:33

Yeah.

Tim Reid: 00:46:33

Look, I, yes.

Tim Reid: 00:46:35

I mean, if I look back at episode one, other small business, big marketing

Tim Reid: 00:46:37

podcast, it's slightly embarrassing, but hey, I didn't know any better.

Tim Reid: 00:46:42

I was just having a crack and, you know, there's been a, a steady, I

Tim Reid: 00:46:47

would say not, it's not a straight line improvement because every now

Tim Reid: 00:46:50

and then I've fallen back to bad old ways and there'll be times when,

Tim Reid: 00:46:54

geez, I've just gotta get a show out.

Tim Reid: 00:46:56

But, you know, Didn't have the equipment.

Tim Reid: 00:46:59

I might have been traveling, but Johnny, I've done, I've done episodes.

Tim Reid: 00:47:03

In a wardrobe under my duna in the business class cabin of an Etihad

Tim Reid: 00:47:08

plane departing from the Middle East.

Tim Reid: 00:47:11

I've done it on the shores of a Fijian island with a security guard standing

Tim Reid: 00:47:15

behind me wondering what I was doing.

Tim Reid: 00:47:16

You know, you just have to roll with the punches and you know, you just,

Tim Reid: 00:47:20

you, you create and get through these challenges, however best you can, but,

Tim Reid: 00:47:26

I think you do just need to start to your, to your question you know, you've

Tim Reid: 00:47:30

gotta have reasonably good audio.

Tim Reid: 00:47:32

I don't like to put pressure on people who are thinking of starting

Tim Reid: 00:47:35

a podcast, but, you know, a ticket to the game would be good audio,

Tim Reid: 00:47:40

because again, you've gotta remember people are listening to a podcast,

Tim Reid: 00:47:44

they're on the road, so they're dealing with road noise.

Tim Reid: 00:47:47

They could be on a train or a tram or a bus dealing with that noise.

Tim Reid: 00:47:50

They could be in the gym dealing with that noise.

Tim Reid: 00:47:54

So our audio that we deliver really has to be able to cut through all that.

Tim Reid: 00:47:59

So, you know, getting that right.

Tim Reid: 00:48:00

But it's like anything, if you wait for perfection, you will never start.

Tim Reid: 00:48:06

So you may as well just get productive and start.

John Ball: 00:48:11

Yeah, I, I definitely don't believe in starting perfect, but I, you

John Ball: 00:48:13

know, you certainly don't need all the best equipment, but it's worth having some

John Ball: 00:48:18

basic equipment and most people have got.

John Ball: 00:48:20

At least some basic microphone.

John Ball: 00:48:22

And I do generally recommend not to use like internal

John Ball: 00:48:26

computer microphones and stuff.

John Ball: 00:48:27

They're not great.

John Ball: 00:48:28

No.

John Ball: 00:48:28

And even phone microphones, they can be okay, but you, you have to test it and

John Ball: 00:48:31

see ultimately, but you need to make sure that you are at least listenable

John Ball: 00:48:35

for, for the duration of doing that.

John Ball: 00:48:38

But having a bit of a plan of action and remembering that just as much as with

John Ball: 00:48:41

any social media content that you put out is representing you and your brand.

John Ball: 00:48:45

So make sure you're happy with what you're putting out.

John Ball: 00:48:48

There's representing Sure, yeah, that's right for it.

John Ball: 00:48:50

And I think if does, doesn't matter if it's not perfect, just, just

John Ball: 00:48:54

make sure that it's like, it's not pulling you down when you put it out.

John Ball: 00:48:57

It's like, have a few practice trials, but first by all means, but

John Ball: 00:49:00

don't don't put out bad content.

John Ball: 00:49:02

It's not, that's the worst thing.

John Ball: 00:49:05

Worst thing you can do.

John Ball: 00:49:06

. I want to if you okay for a few more minutes.

John Ball: 00:49:08

I would just like to ask you, I know you've written a book yourself,

John Ball: 00:49:11

but I wonder if there are any other books or resources that you would

John Ball: 00:49:15

recommend people to check out.

John Ball: 00:49:17

Maybe they relate to marketing, personal development, or principles that we talked

John Ball: 00:49:21

about earlier, but what would be your book recommendations other than your own book?

John Ball: 00:49:25

The Boomerang Effect.

Tim Reid: 00:49:26

I am gonna turn around and look at my business bookshelf right now.

Tim Reid: 00:49:30

I certainly would recommend the Boomerang Effect, which you can get

Tim Reid: 00:49:33

at small business big marketing.com.

Tim Reid: 00:49:35

But what business book do I go back to?

Tim Reid: 00:49:38

A lot, I'm just looking at them now.

Tim Reid: 00:49:40

Not a big reader of business books.

Tim Reid: 00:49:42

Cause I sort of, when I do find time to read, it's generally fictional.

Tim Reid: 00:49:45

That's a really interesting question because there are so many, you know,

Tim Reid: 00:49:48

the one I'm gonna Okay, got it.

Tim Reid: 00:49:50

I.

Tim Reid: 00:49:51

The War of Art, Stephen Press, I think Stephen Pressfield is the author of that.

Tim Reid: 00:49:56

It is an awesome book.

Tim Reid: 00:49:57

The War of Art is for any content creator.

Tim Reid: 00:50:01

Any artist who wants to create something special but is full of procrastination,

Tim Reid: 00:50:07

is full of block artists, block painters, block, whatever you want to call it.

Tim Reid: 00:50:11

And it's just a beautifully, it's a beautifully written book.

Tim Reid: 00:50:16

, it's sort of fictional in nature.

Tim Reid: 00:50:17

It's not a, it's not like a classic business book.

Tim Reid: 00:50:20

You'll read it in a day and you'll probably reread it four or five

Tim Reid: 00:50:23

times and just have it handy for when you're procrastinating the war of art.

Tim Reid: 00:50:27

It's a fantastic, fantastic book.

John Ball: 00:50:30

Yeah, great.

John Ball: 00:50:31

A great recommendation.

John Ball: 00:50:32

I just, one final question then.

John Ball: 00:50:34

What, what's the, what's the wisest advice you've ever received?

Tim Reid: 00:50:40

Don't look into the sun during a total ec.

John Ball: 00:50:47

That was pretty good advice.

John Ball: 00:50:48

A little

Tim Reid: 00:50:50

Yes, it is.

Tim Reid: 00:50:51

It is good advice.

Tim Reid: 00:50:52

That again, you know, something that comes to mind immediately.

Tim Reid: 00:50:55

I did an episode about six years ago on the Small Business Big marketing podcast,

Tim Reid: 00:51:00

and it was with, and it was at a time when I was really wanting to take my

Tim Reid: 00:51:04

interviewing skills to the next level.

Tim Reid: 00:51:06

You know, I realized that, hey, I've been interviewing for a

Tim Reid: 00:51:08

while now and I really enjoy.

Tim Reid: 00:51:11

I really enjoy extracting stories from people.

Tim Reid: 00:51:14

I really enjoy making people feel comfortable so that they can

Tim Reid: 00:51:16

share what they want to share.

Tim Reid: 00:51:19

And I knew I wasn't the best at it and I wanted to get a lot better at it.

Tim Reid: 00:51:22

So I thought, who's the best interviewer in Australia than

Tim Reid: 00:51:26

I could get connect with?

Tim Reid: 00:51:27

And there was a fellow by the name of Richard Stubbs, and he had a, an

Tim Reid: 00:51:31

afternoon show on ABC Radio in Australia, and he was a great storyteller.

Tim Reid: 00:51:38

He was able to put a smile on your face.

Tim Reid: 00:51:40

He was fantastic with his guests.

Tim Reid: 00:51:43

And I approached him.

Tim Reid: 00:51:45

I reached out to him and I said, Richard, I'd love you to come

Tim Reid: 00:51:47

in and be a guest on my podcast.

Tim Reid: 00:51:49

It's a marketing podcast and Richard by Trade is actually a standup comedian.

Tim Reid: 00:51:54

So it was a bit weird to have a standup comedian and a radio host on

Tim Reid: 00:51:57

a small business marketing podcast.

Tim Reid: 00:51:59

But I said, the reason I want to have you on is I want you to come.

Tim Reid: 00:52:03

Into the studio, and from the minute you open the door, I'll have record on and

Tim Reid: 00:52:08

I want to interview you about your life and how you've gone about interviewing.

Tim Reid: 00:52:13

But I want you to constructively feed back to me in real time.

Tim Reid: 00:52:17

Every time I do something good, but particularly every time I do

Tim Reid: 00:52:20

something bad or I could do it better.

Tim Reid: 00:52:23

So there is an episode of my podcast in which Richard does that, and for me it was

Tim Reid: 00:52:28

incredibly It was probably a very selfish interview cause it was all about me, but

Tim Reid: 00:52:31

I hoped it helped other people who were wanting to hone their interview skills.

Tim Reid: 00:52:34

And the one thing he said, Johnny, that really caught my

Tim Reid: 00:52:37

attention amongst many things.

Tim Reid: 00:52:40

Actually, the two things I'm gonna give you two, number one is listen.

Tim Reid: 00:52:46

As podcasters, we think we are there to talk.

Tim Reid: 00:52:47

We're actually there to listen.

Tim Reid: 00:52:49

And the less talk you do.

Tim Reid: 00:52:50

Yeah.

Tim Reid: 00:52:51

Better.

Tim Reid: 00:52:52

And you only need to watch Michael Parkinson from the bbc from Yeah.

Tim Reid: 00:52:56

He was on the BBC with, you know, part that famous, famous

Tim Reid: 00:52:59

Talkback TV show of years gone by.

Tim Reid: 00:53:03

He was incredibly economical with his words.

Tim Reid: 00:53:07

He really didn't talk much at all and let his guests do all the talking.

Tim Reid: 00:53:11

So that's really important.

Tim Reid: 00:53:12

And the otherwise bit of advice that Richard gave me was to

Tim Reid: 00:53:15

always lead with your best stuff.

Tim Reid: 00:53:18

So when you are creating content and you know that a guest has done

Tim Reid: 00:53:22

something amazing, don't wait.

Tim Reid: 00:53:25

The second half of the interview to get to that lead with it, cuz that's

Tim Reid: 00:53:31

gonna hold people and people are gonna be go leaning in and they're

Tim Reid: 00:53:34

gonna be going, wow, that's amazing.

Tim Reid: 00:53:35

That's amazing.

Tim Reid: 00:53:36

And they're gonna hang around for more.

Tim Reid: 00:53:38

Whereas if, you know, as the interviewer that there's something good coming up, but

Tim Reid: 00:53:42

no one else does, then you're gonna lose your audience unless you can do hooks.

Tim Reid: 00:53:47

You know, don't forget coming up.

Tim Reid: 00:53:49

Richard's gonna talk to us about such and such.

Tim Reid: 00:53:51

But yeah, that there were two good bits of advice that.

John Ball: 00:53:56

Oh yeah, that's definitely something I need to get better at.

John Ball: 00:53:58

Well, I re I really want to go and listen to that episode now.

John Ball: 00:54:00

You've you've hooked my interest to go good listening to more of your show.

John Ball: 00:54:04

And I definitely would recommend anyone who's listening to this

John Ball: 00:54:06

go and check out the show.

John Ball: 00:54:08

So much.

John Ball: 00:54:08

Good advice.

John Ball: 00:54:09

And as you do with podcasts, you know, people that think, oh, you go and listen

John Ball: 00:54:11

to the latest show, not necessarily find the shows that you like, find

John Ball: 00:54:14

the topics that you're interested in.

John Ball: 00:54:16

That's what exactly what I do with any podcast that I go and listen to.

John Ball: 00:54:19

And that's one of.

John Ball: 00:54:21

One quick lesson we leave for everyone to make sure you have good episode titles.

John Ball: 00:54:24

If you can have a podcast that actually let people know what they're about.

John Ball: 00:54:28

It took me a while to figure that one out.

John Ball: 00:54:30

But tim, it's been an absolute pleasure talking to you today.

John Ball: 00:54:33

I've learned a lot.

John Ball: 00:54:34

I know anyone listening to this show has also learned from you too, and

John Ball: 00:54:38

hope they were gonna check out your show and your book and and I hope we

John Ball: 00:54:41

get to connect again in the future.

John Ball: 00:54:43

It's been an absolute pleasure.

John Ball: 00:54:44

Tim Reid, thank you for being guest.

John Ball: 00:54:45

Johnny.

Tim Reid: 00:54:45

Good on you, Johnny.

Tim Reid: 00:54:46

I appreciate your words.

Tim Reid: 00:54:48

My, my podcast, but also well done to you for creating a podcast

Tim Reid: 00:54:52

about podcasting to help others embrace what is an awesome medium.

Tim Reid: 00:54:56

It's a medium that's growing.

Tim Reid: 00:54:58

It's a medium that can be incredible for your personal brand, for your

Tim Reid: 00:55:02

business brands, and it's a lot of fun.

Tim Reid: 00:55:05

So, make it a hobby.

Tim Reid: 00:55:06

Thanks so much, Johnny.

Tim Reid: 00:55:07

Absolutely.

Tim Reid: 00:55:08

Thank

John Ball: 00:55:08

you.

John Ball: 00:55:09

If you will allow me to be your podcast sommelier for a moment.

John Ball: 00:55:13

This episode, pairs very nicely with a glass of Spanish rioja, and also with

John Ball: 00:55:18

episode 132 of Podfluence with Alex San Felipo from Pod Match on how to create

John Ball: 00:55:26

business success through podcasts.

John Ball: 00:55:29

Now after having listened to the episode, are you able to answer the

John Ball: 00:55:32

three key editorial questions that Tim posed in this episode for your

John Ball: 00:55:36

show or even for your business?

John Ball: 00:55:39

If there's only one thing that you do and take away from this episode, make

John Ball: 00:55:42

sure it's that you can answer them and that you are happy with the answers.

John Ball: 00:55:47

I definitely encourage you to check out the Small Business Big Marketing podcast.

John Ball: 00:55:52

It's a lot of fun.

John Ball: 00:55:53

And if you get in contact with Tim, let him know you

John Ball: 00:55:56

heard him first on Podfluence.

John Ball: 00:55:59

If you want to become a top 1% podcast guest and have your pod

John Ball: 00:56:04

fluence, download my free ebook now so you can start building authority,

John Ball: 00:56:08

following and profits from podcast guesting in less than an hour.

John Ball: 00:56:13

All you have to do is click the link in the show notes.

John Ball: 00:56:17

A special shout out this week to Kevin Chemidlin from Grow The

John Ball: 00:56:20

Show for all the help he continues to provide podcasters like me in

John Ball: 00:56:24

improving and monetizing their shows.

John Ball: 00:56:27

Any improvements regular listeners may have noticed in recent

John Ball: 00:56:31

episodes are thanks to Kevin and his podcast accelerator program.

John Ball: 00:56:35

I can't recommend following him highly enough.

John Ball: 00:56:38

Do go and check out Kevin.

John Ball: 00:56:40

If you are serious, if you are looking to turn your podcast into a business,

John Ball: 00:56:45

then you wanna take a look at Kevin's Grow the show podcast accelerator.

John Ball: 00:56:49

That's it for this week.

John Ball: 00:56:51

Wherever you're going, wherever you're doing, have an amazing rest of your day.