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100 shows 20,000 listens

Things I’ve learned in the process

5/11/2021 | Roger Burnett, CAS, The Burn

 April 28th was one of the busiest days in recent memory. I’d been trying to come up with an inventive way to celebrate the 100th episode of my So, You’re in Sales? podcast, and it was finally time to launch my plan and take over the day. As we celebrated in the hours leading up to the release of the 100th show, (an event that was live-streamed on Facebook) the co-author of my book Red Goldfish Promo Edition: How Promotional Products Leverage Purpose to Increase Impact Stan Phelps joined me for a look at the ways Stan has migrated his professional speaking and training programs from in-person to virtual formats as a result of the pandemic. If you are responsible for selling what your company does and have to rely on making important presentations in a virtual setting, the episode will be tremendously valuable to you.

When I launched So, You’re in Sales? back in 2017, I viewed it as an opportunity to spend time with talented people, talk about topics I thought other people would be interested in if we were together socially, and find successful examples of what it is I hope we are ALL trying to do – stand apart from the field. Be the sought-after choice. Have clients lined up and waiting to happily buy from us. The compliments I most frequently get about the podcast is that the discussions are similar to listening from the back-seat as two people are discussing an interesting topic on a long car-ride (something my wife and I have been doing for more than a decade) and that I make people feel comfortable explaining to me the why behind their business.

As we wound down the day-long celebration of Episode 100 (check out my LinkedIn and Facebook profiles for a look at how it played out) we look back fondly on the numerous well-wishes we received from friends near and far, and now look ahead to the 20,000th listen of the show, (which could well have happened prior to the release of this post) and consider the biggest lessons I can share about the time and energy investment I’ve made in producing the show.

Knowing that I present to you:

5 things I’ve learned making 100 podcast episodes

1.     If you have OCD, editing a podcast is going to mess with your life. Like a movie, often the story you tell reflects what you REMOVE, not necessarily what stays. If you aren’t careful, a single podcast episode can resemble a feature film in the editing room.

2.     Sometimes it perfectly fine to record and release an episode in the same day. Good luck doing anything else that day, but sometimes shit happens.

3.     If you love what you’re doing, there’s more available from the show than just hitting a milestone like 100 shows. I can reference specific discussions I’ve had with people on the show and I often will send clips along as a post-discussion follow-up to prospects. Once you have some depth to your production, you can use legacy content to your advantage.

4.     I’ve spent tons of time teaching guests how to use a directed approach on how to leverage appearances on podcasts and interviews to build credibility and authority with their prospects. It has a way to be used very strategically and we’ve seen significant results using the approach as we teach it.

5.     If you’re seriously willing to consider the production of a show as a passion project, you’ll have a better chance for survival. If you don’t like the things that go into making this kind of content, you won’t stick with it, and if you won’t stick with it, it won’t work. Do something that interests you. Find a specific thing you want to learn about and document your expedition as you learn. Share your experience with the right tribe and you’re on your way.

I look forward to supporting you on your quest for 100 episodes of your own show. What are you waiting for?

Roger has spent 20+ years making complex concepts more understandable for both buyers and sellers alike, and has devoted the majority of his recent career to injecting purpose via philanthropy to his sales and marketing efforts. He’s intent on making the world a better place and his nirvana exists at the intersection of Mission, Passion, Profession and Vocation. He loves the outdoors and seeks memorable experiences whenever possible. Contact Roger at roger@socialgoodpromotions.com or 810-986-5369.
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