I started the How the Fxck podcast and marketing community with nobody in my network.
The first person I invited, I didn't know. I'd read their book and loved it.
April Dunford, said ‘hell yeah!’
And since then, 99.99% of people I asked have also said ‘hell yeah!’
How did I get them to say yes?
I think the answer is not 'how did I' but 'why did they'. Because I didn't do anything special.
In this post, I explain:
• My standard go-to template for inviting people to the podcast
• Why I think people always say yes
• Why you have more value than you think
• Why co-creating content is what every marketer needs to be doing
• 13 steps to setting up your own podcast.
Let me know what you think :)
You've got value
Marketers, you hold the keys to some serious value.
(For the sake of this post, if you are not a marketer by profession but want to start a podcast, you are now a marketer.)
I get asked on a weekly basis how I got X or Y person to come on my podcast, contribute to an article or co-create content with me.
My answer to this question is always: ‘I just asked.’
This question seems to imply it’s really difficult. This is not my experience at all.
Don’t forget that while you may not be a minor celebrity in the business world it doesn’t mean you don’t have something to offer.
People pay £1,000s for a 1,500-word blog post. Seriously.
If you invite someone to do a podcast with you, you’re offering: free question time, free editing, free blog writing, free illustrations, free distribution and free promotion.
Is there any wonder people rarely say ‘no’ when I invite them to co-create some content and I’ll do all the work?
Here’s my standard ask template:
“Hey X, I saw your post about ‘really awesome thing’. I’d love to interview about it on my marketing podcast (wwww.thefxck.com). What do you think?”
Be nice, offer value, be genuine.
The two-way relationship in co-creating content
For you, co-creating content with an expert, peer or colleague, is a way to:
- Learn from others experience
- Build your personal brand (and get new jobs! It happened.)
- Write impactful, unique content about a subject (experience-driven FTW!)
- Sharing the load of idea generation
- Have a stronger 1-to-1 relationship with someone you admire
A lot of marketers, especially junior ones, think they have little to offer senior leaders in their space, and subsequently, they don’t feel comfortable asking.
But don’t forget that you are:
- A platform for personal brand building.
- An opportunity to talk for an hour about themselves and share their success.
- A chance to have a fun conversation.
- A chance to nerd out about a subject together.
Co-content creation is a simple and effective way to build a strong relationship with someone.
Especially if it’s genuine, i.e. you want to meet them because you find them genuinely interesting.
Whether you want to do it as a hobby or want to take your B2B marketing to the personal level—go get started.
Don’t overcomplicate things—how to get started
Here are 13 steps to getting started with a podcast:
- Pick a topic you want to learn about or want to build a personal brand within.
- Pick a name.
- Make a landing page: What is the podcast about? Who are you?
- Make a Calendly link with 3-5 guiding questions on it.
- Start inviting people you admire to chat for 45 minutes on Zoom. Literally, just message them on LinkedIn. As soon as you get one name it becomes extremely easy.
- Use Zoom and a Mac for the microphone
- Hit record (on Zoom)
- Ask them questions you want to know the answer to.
- Upload the podcast into Descript, edit it and make it sound neat.
- Summarise the highlights.
- Publish it on Anchor.
- Send it to your guest and ask them to share it.
- Share it yourself.
- Rinse & repeat.
I originally posted this on Reddit. Here's some Q&A from there.
Q: How long does it take on average to edit and post one podcast?
At the beginning it took a very long time. It's got faster but it's still a good chunk of my weekend.
The audio is pretty quick now, maybe a couple of hours. Turn audio into other bits of content (e.g. blog posts, LinkedIn posts, playbooks) takes longer.
I've started to structure interviews with other content in mind. For example, as questions in groups that would roughly translate to H2 headers.
Q: Is there a resource you would recommend for the technical end of starting a podcast/the equipment needed, etc?
From a technical perspective, all you need is Descript (editing), a laptop with a microphone (my Mac mic is perfect already), and Anchor.