Episode 7

Mastering Podcast Success: Insider Tips from Guest Matt Brown

🚀 Join us on a riveting journey through the podcasting universe with "Digital Coffee: Marketing Brew"! In this episode, we unveil the Podcast Growth Secrets from none other than a Top Host, Matt Brown. If you've ever pondered the remarkable hustle behind successful podcasting, buckle up for a deep dive into the business side of content creation that often stays hushed behind the scenes.

🎙️ We get real about the challenges and triumphs of podcasting, the sheer dedication needed to outshine in a world with over 3 million podcasts, and why authenticity trumps everything. Matt brings to the table his decade-long experience, sharing invaluable insights that could redefine your strategy, whether you're a seasoned podcaster or just hitting 'record' on your first episode.

👥 Fun Facts: Did you know that less than 0.2% of podcasters make it past 700 episodes? Or that Matt Brown drinks mushroom-infused coffee for that extra edge? Tune in to find out more!

📈 For digital marketers, content creators, and anyone with a spark for AI, real estate, and augmented reality in the digital realm, this is your goldmine. We aim to provide you with actionable tips and a fresh perspective to navigate the ever-evolving landscape of podcasting.

💬 Want to get involved? Leave us a comment, give us a 'like,' and follow us for more insights. Join our Locals for lively discussions, and if you've got questions, email us at bdeister@digitalcafe.media!

👕 Check out our mech: www.digitalcafe.store


🌟 Review the Podcast if you loved this episode and share it with fellow marketers who could benefit from a treasure trove of podcasting wisdom. Tune in to "Digital Coffee: Marketing Brew" and let's brew up some success together!


CHAPTERS:

00:13 Introduction and Guest Introduction

01:03 Getting to Know the Guest

01:51 Guest's Expertise and Podcasting Journey

02:24 The Challenges of Podcasting

03:57 The Business Side of Podcasting

04:18 The Reality of Podcast Downloads

04:49 The Importance of Persistence in Podcasting

05:32 Monetizing Your Podcast

08:15 The Power of Podcasting as a Lead Generation Tool

14:27 The Importance of Personal Branding in Podcasting

18:42 Pitching Guests for Your Podcast

24:43 The Power of Authenticity in Podcasting

25:09 Building Connections Through Podcasting

26:31 The Evolution of Podcasting: Audio to Video

28:58 Choosing the Right Tools for Podcasting

29:11 The Importance of Quality Audio and Video in Podcasting

32:24 The Art of Sharing Your Podcast

38:09 Pitching to Be a Guest on a Podcast

44:41 The Future of Podcasting

47:30 Wrapping Up and Final Thoughts

Transcript
Brett Deister:

Hmm.

2

:

That's good.

3

:

And welcome to a new episode of

Digital Coffee Marketing Brew,

4

:

and I'm your host, Brett Deister.

5

:

And this week we're

gonna be talking about.

6

:

Podcasting and the business

side of it specifically.

7

:

Everybody knows about the

listening podcasting side and

8

:

how to find your podcast, but no

one really, really knows about.

9

:

The business side of it.

10

:

And that's really important, especially on

the marketing side as every business and

11

:

everybody's trying to get on one as well.

12

:

But with me, I have Matt Brown

with me and he has his own podcast.

13

:

He has a podcaster just like me,

and he has interviewed thousands

14

:

upon thousands of great guests.

15

:

Check out his website, which we will

link in the show notes below as well.

16

:

But let's get on with the show.

17

:

So welcome

18

:

Matt Brown: to the show, Matt.

19

:

Great.

20

:

Thanks for being having

me on the show, man.

21

:

Thank you.

22

:

Brett Deister: You're welcome.

23

:

The first question I, all my guests

is, are you a coffee or a tea drinker?

24

:

Matt Brown: Coffee.

25

:

Coffee all day.

26

:

Brett Deister: Like every,

every hour of every day?

27

:

Or do you have like a set limit

of how much you will drink?

28

:

I

29

:

Matt Brown: actually have I don't

do you know, Nespresso or filter

30

:

coffee or any of that stuff.

31

:

I actually drink a mushroom

infused coffee, so there's

32

:

this company called Riser.

33

:

tHey're based in the US you pay like

a certain amount of money every month

34

:

and you can choose from their port

product portfolio, different types

35

:

of drinkable, you know, performance,

coffee or you know what's that?

36

:

Matcha?

37

:

I dunno if you want, MAA is

like a green green tea based

38

:

product or anything like that.

39

:

But I like their coffee one.

40

:

So it comes with you know, lion's mane,

mushroom, all that kind of stuff in it.

41

:

Brett Deister: Nice.

42

:

And I gave a brief description

about your expertise.

43

:

Can you give listeners a little bit more

44

:

Matt Brown: about who you are?

45

:

Sure.

46

:

So I've been running a show,

my podcast called The Map Round

47

:

Show for the last 10 years.

48

:

It's in the top two and a half

percent of all podcasts globally.

49

:

Done over 800 episodes.

50

:

Have a audience in a hundred

countries around the world.

51

:

I'm a three time Amazon bestselling

author, speak a Lot, and what I do today

52

:

is I work with business leaders to help

them basically scale their influence so

53

:

that they can really elevate markets and

make a positive contribution to the world.

54

:

Brett Deister: Gotcha.

55

:

And so just getting into it, podcasting

in general has exploded, especially.

56

:

Since the pandemic, it kind of

just hit that break point actually

57

:

just exploded on that break point.

58

:

'cause everybody was trying to

start a podcast during the pandemic.

59

:

'cause everybody had time.

60

:

No one was doing anything.

61

:

But what are some of like the key,

I think weaknesses with do doing a

62

:

podcast and like running a successful

63

:

Matt Brown: business around it?

64

:

Yeah.

65

:

Well the first thing to say is that most,

people who get into podcasting, they quit.

66

:

And the reason for that is because

they do three or maybe six episodes and

67

:

then they realize just how much work

actually goes into producing a show.

68

:

So they have an expectation

that it's going to be easier

69

:

than it actually is, and so on.

70

:

iTunes is currently over 3

million podcasts, give or take.

71

:

And the amount of podcasts are stacked.

72

:

Funnily enough, that was shared with

me by another podcast company that the.

73

:

Amount of podcasters you get past

700 episodes is less than 0.2%.

74

:

So that just gives you a sense as

to if you're getting over 800, even

75

:

a thousand episodes like Startup

Hassle as an example, you truly are

76

:

in the top 0.1% of all podcasters.

77

:

So the reason why people is because.

78

:

You have to find guests, then you have

to spend the time, which is your most

79

:

valuable resource on doing the interview.

80

:

Then you have to get over yourself.

81

:

You know, I really sucked at

interviewing CEOs when I first began.

82

:

And then you have to produce the content.

83

:

Then you have to repurpose

the content, and then you

84

:

have to then commercialize it.

85

:

So when you put all those things

together, very few podcasts are

86

:

actually making any money whatsoever.

87

:

They're kind of like self-published

books, and the self-publishing industry.

88

:

There's over 2 million

self-published books.

89

:

Kind of like a show, right?

90

:

That, that I published every

single year and 91% of those books.

91

:

Sell less than a hundred copies.

92

:

Just to give you an idea.

93

:

And also another reason why people

quit is because they get romanced

94

:

about this idea of downloads.

95

:

So they look at the downloads and they go,

ah, I only got 32 downloads this month,

96

:

or I only got 3000 downloads this month.

97

:

And so they start focusing

on the wrong things.

98

:

And so that's why people quit.

99

:

Brett Deister: Got you.

100

:

Yeah, I think I read a stat that usually

most podcasts, especially the, the newer

101

:

ones, won't get past the third episode.

102

:

Most podcasts won't get past

103

:

Matt Brown: the third episode.

104

:

Yeah.

105

:

There's a whole graveyard

of, could have been shows.

106

:

I.

107

:

And so one of the things, I mean, I'll

also be honest, I've also wanted to quit

108

:

many, many times over the last 10 years.

109

:

However, I haven't quit because it's been,

the Mack Brown Show for me has been an,

110

:

has been the best thing that I ever did.

111

:

I'm, I'm able to, I have a global

network of some of the most

112

:

influential business leaders.

113

:

I've wrote three books off the show and

I've made millions off the show too,

114

:

but not in the way that people think you

should be commercializing your podcast.

115

:

Brett Deister: Got you.

116

:

And so do you think the biggest pain point

would probably be like the analytics?

117

:

Because I, I, I read pod

news about every single day.

118

:

I mean, I make sure that I'm on top

of what's going on in the industry,

119

:

and every time it's like, well, what

analytics should you be looking at?

120

:

It was first the 30 day downloads,

and then it was the seven day

121

:

downloads, and now it's just like all

over the place where it's like, what

122

:

should they really be focusing on?

123

:

Because if you're getting like

four different answers, it's

124

:

like, well, what do I look at?

125

:

Matt Brown: Mm.

126

:

Well, what do you look at?

127

:

I mean, the, what the people, the, the

things that people look at primarily are

128

:

downloads and the, the prevailing way

to commercialize a show historically.

129

:

And if you ask a hundred podcasters, they

will go, well, you must find a sponsor.

130

:

So I was on the startup hustle podcast.

131

:

They've done over a thousand episodes.

132

:

They've had over 6 million downloads and

very few shows get to that level of scale.

133

:

And so they had four sponsors that are

paying to have their ad read, right?

134

:

So this show is sponsored by

QuickBooks and we this and that

135

:

and blah, blah and fish based.

136

:

But very few shows actually get to any

kind of level of scale where you can

137

:

commercialize the show to that level.

138

:

In other words, you are getting paid

per thousand reads or per thousand

139

:

downloads where that ad is heard.

140

:

But even today, that

process can be gained.

141

:

There was a media release.

142

:

I saw, there's a news piece actually

I saw on LinkedIn where there's this

143

:

media company that are working with

some podcasters to fake their downloads.

144

:

And the way that they were doing that was

to essentially integrate the RSS feed of

145

:

a podcast into mobile gaming for kids.

146

:

And so if you've ever been, if you have

kids or whatever, like your kids are

147

:

always playing these games and they

have, the ads always keep coming up.

148

:

So as the ads would come up.

149

:

For one second that your, your

podcast would play and then

150

:

that would count as a download.

151

:

But it, but no one's actually

listening to your show.

152

:

It's literally, I'm closing the ad

'cause I wanna get back to the game.

153

:

And so why is this happening?

154

:

Well, it's because this whole idea of cost

per thousand downloads, I'm gonna pay you

155

:

a hundred dollars per thousand downloads.

156

:

Or maybe you can, you know, drive a

thousand people to fill out a, a, a

157

:

lead form like Netscape slash Matt

Brown show whatever the case is.

158

:

Very few shows actually

have that capability.

159

:

So if you are not getting like 10,000

to 25,000 downloads per episode,

160

:

how do you commercialize your show?

161

:

That's the question that one

has to ask is, well, what other

162

:

opportunities are there in terms

of the business of podcasting?

163

:

Mm-Hmm.

164

:

Brett Deister: I mean, what I know

of is there's merch, there's a

165

:

merch site, subscription site ads.

166

:

That means host reads, live reads.

167

:

Dynamic ads and then there's, I mean,

if you wanna do the editing portion,

168

:

you can make money off that as well.

169

:

So that's really the only ones I know.

170

:

Am I missing anything from like

the actual monetization of it?

171

:

Matt Brown: Yes, quite a bit.

172

:

So a podcast is actually a, an

amazing lead generation tool.

173

:

So I'll tell you a quick story.

174

:

So when I arrived in the US about a year

and a half ago, I'd lost my whole network.

175

:

You know, it's, it's what

you do when you immigrates.

176

:

And I'm from South Africa, obviously,

and when I arrived in the US I lost

177

:

all my network, but I had the show.

178

:

And so what I did was I sent a thousand

emails to startups just in California

179

:

who had raised a million dollars

or more in the preceding 12 months.

180

:

I.

181

:

I sent them a very simple email and

I said, look, hey, my name's Matt

182

:

Brown recently arrived in the us.

183

:

I'd love to interview you on the

show, give you some free PR exposure.

184

:

Here's my booking link

book your interview.

185

:

And I went to bed that night and I woke

up the next morning, I had 190 booked

186

:

interviews, and that's when I landed

on this idea, well why, what is this?

187

:

Why does this work?

188

:

And that's influence.

189

:

So this is now why, if you think

about a show that you can use

190

:

it to open up relationships with

people you really wanna meet.

191

:

So if you're a startup founder and

you're a mid-market company doing

192

:

you know, cloud and you wanna talk

to CTOs, you create a show, a podcast

193

:

about cloud or whatever the case is.

194

:

Or you could even say a Matt

Brown show and you have a series

195

:

or do these series on the show.

196

:

So you're focusing on cloud, then you're

focusing on digital transformation.

197

:

And so you're focusing on these

different conversational areas

198

:

that are important to you.

199

:

And so what that then does, it allows

someone to come onto your show to, you

200

:

know, give their point of view and all you

are doing is appealing to their status.

201

:

You are taking an interest in them.

202

:

You are activating an emotional

trigger called reciprocity and you're

203

:

using your show as a lead generator.

204

:

Okay?

205

:

And then now what you can also do is use

something called funnel flow and funnel

206

:

flow Automats outreach on LinkedIn.

207

:

So that's what I do.

208

:

So I use this to generate leads and

open up relationships with my clients.

209

:

And so what I'm actually doing is sending

automated messages going, same thing.

210

:

Hi, my name's Matt Brown.

211

:

I'd love to interview you

about blah, blah, blah.

212

:

And then here's the booking

link that come onto your show.

213

:

And so what you're now doing

is you're opening up a sales

214

:

opportunity, but then you do the show

that's creating marketing content.

215

:

And then you're also growing your

network all at the same time.

216

:

It's probably the most influential

system and a big believer in systems.

217

:

In terms of growing your business

as a solopreneur or an entrepreneur,

218

:

it really works incredibly well.

219

:

And it works in all types of industries.

220

:

We're implementing the same system, right?

221

:

For many entrepreneurs and CEOs.

222

:

And that's what I mean if you just think

about it from a podcast perspective.

223

:

And then I must add subscriptions for more

value content, and then I must sell ads.

224

:

And by the way, who wants to listen

to an ad on a podcast, right?

225

:

The first thing you

wanna do is skip past it.

226

:

Right?

227

:

And so that's just one way.

228

:

It's using it to open up to create lead.

229

:

And then when you do these series,

like I do, the, the, my last

230

:

series is called Secrets of fail.

231

:

And what I wanted to do was paint a

counter narrative that failure is bad.

232

:

'cause if you look at LinkedIn,

everyone's so successful, aren't they?

233

:

So what I wanted to do was change

all that, and I interviewed CEOs

234

:

about their failures, and then that

content became the basis for a book.

235

:

Now that book became a

number one Amazon bestseller.

236

:

We launched 300 videos around

that particular series.

237

:

Within 10 days, I was booked on seven

different podcasts, and now I'm speaking

238

:

about failure and to entrepreneurs.

239

:

So now I'm generating

speaking revenue also.

240

:

And so if you start to see that a

podcast is not just a podcast, it's

241

:

a, it's a media platform, meaning it's

a opportunity for you to own ideas in

242

:

the market or associate yourself, your

personal brand with value in the market

243

:

so that you can drive thought leadership

and ultimately commercial value.

244

:

Yeah, that makes

245

:

Brett Deister: sense.

246

:

As a lead generator.

247

:

'cause I mean, I see.

248

:

It's like the marketing

one is my only generator.

249

:

'cause I get a bunch of markers

that want to showcase them.

250

:

But the funny part is when you talked

about the podcast that was trying

251

:

to generate downloads, I was like,

you just have to go to LinkedIn.

252

:

You get like tens of thousands

of podcasts, promoters that

253

:

want to promote your podcasts.

254

:

I always say no because

I'm like, I don't want you.

255

:

I don't know what you do, so I'm good.

256

:

But yeah, that, that makes sense.

257

:

As a lead generator for.

258

:

Either whatever you want

to be an expert in, right.

259

:

Is this is what I'm hearing, right?

260

:

Mm-Hmm, absolutely.

261

:

And then is, is another pain point

for podcasters, like creating like the

262

:

show notes, like the title that will

engage people, like creating that stuff.

263

:

Is that a pain point that you see or is

it more just the monetization side of it?

264

:

Matt Brown: It's a, it's a time suck,

so anything that, you know, takes

265

:

your time, I would say is a cost.

266

:

But it's certainly, you know, having

someone else do that for you or to

267

:

have a a GI or artificial generative

intelligence platform to do it.

268

:

I mean, if you use Riverside as an

example, the transcript's already there,

269

:

you know, you run that 3G PT, it's just

like, you know, it's a, it's a minute

270

:

job, so it's not really necessarily

too much of a, of a pain point.

271

:

You know, if you were thinking

about a headache pull versus

272

:

a vitamin, that would be.

273

:

A vitamin, but the headache pull

is really around the show itself.

274

:

And how do you create systems

around the show to help you make a

275

:

positive difference to the industries

and customers and audiences that

276

:

you're trying to serve, and do it

in a way that is novel and unique.

277

:

Brett Deister: Gotcha.

278

:

And then for email marketing, is it

important to actually have that, to

279

:

actually grab those e if you can.

280

:

I mean, I feel like some of the hardest

part is getting reviews and grabbing

281

:

those emails and getting return listeners.

282

:

Is that like one of the things that

podcasters should like try to figure

283

:

out is try to offer something for free.

284

:

You, it's like a checklist

of whatever your industry is.

285

:

Should they be focusing

like some of their time on.

286

:

The email marketing side of it.

287

:

Matt Brown: Yeah.

288

:

The only thing that people seem to do

incorrectly is they broadcast email or

289

:

they send, you know, 10,000 generic emails

and we all get it right and we hate it.

290

:

It's what, it's why spam

fields is so important.

291

:

So the point is, it's not

about the email channel itself,

292

:

it's in that, how it's used.

293

:

So you, you should absolutely, first

of all, have your own domain name,

294

:

so not just the podcast on iTunes or

Spotify, but you should have like brett

295

:

deister.com on your name, not your show.

296

:

Like, not the, not like

startup hustle necessarily.

297

:

You can do that, but I'm, for

me, it's about personal branding.

298

:

Why do people listen to you?

299

:

It's because of your personal brand and

the talent that you have on the show.

300

:

That's what drives downloads and

engagement more than anything else.

301

:

The bigger talent you have, or the more,

you know, New York Times bestselling

302

:

authors are way different to someone

that's never written a book, right?

303

:

And so you want to have an

owned channel, a channel that

304

:

you own, that you can build.

305

:

A newsletter around, or a community

around, or a, a hub of content around.

306

:

So that's why I have Mac Brown show.

307

:

And so Mac Brown show.com has links to all

my books, it has all the PR that I've been

308

:

on, tv, radio, all this kind of stuff.

309

:

And so what I'm doing as part

of this channel, this website,

310

:

is I'm creating what I'm, what's

called credibility signals.

311

:

So if I want to invite a billionaire

onto my show, and I've had several.

312

:

They're gonna first look at what they're

gonna look not at your RSS feed on iTunes.

313

:

They're gonna look at you.

314

:

Who are you and why are you

worth me spending time with you?

315

:

Right?

316

:

Is this guy really worth my time to?

317

:

And so the more credibility signals you

have on a domain that's built around

318

:

your, your name, your who you are.

319

:

The, the more likely it is that

you're gonna attract attention.

320

:

And so attention is

the new oil in digital.

321

:

So now when you get attention,

what can you do with it?

322

:

Well, you can then build an email list.

323

:

So what do you say on the email?

324

:

Are you trying to sell or are you

trying to build relationships?

325

:

Or are you trying to contribute?

326

:

Are you trying to provide a service?

327

:

What people seem to do on

emails, they just wanna sell.

328

:

If I get, you know, a

hundred emails a day.

329

:

That are spam related, it's

just straight into pain.

330

:

Like it's just, I wanna sell you

this thing as fast as I can sell it.

331

:

We do this AI sales, blah, blah,

blah, and no one cares about that.

332

:

So they switch off.

333

:

But over time, what you do is you

create credibility and reputation,

334

:

and that's what drives trust.

335

:

People will unsubscribe from your

newsletter if they don't trust who

336

:

you are or what you have to say.

337

:

And so do not sell.

338

:

That's what, that's the

first thing I would say.

339

:

Rather give, give, give, give, give.

340

:

The Matt Brown show is never once taken a

single ad from any sponsor ever and never

341

:

will because people lose trust in you.

342

:

If you start just commercializing,

commercializing, commercializing

343

:

straight out the bat.

344

:

So if you clear around what your

intentions are and then you build a

345

:

platform that you own, a website that

you own, a channel that you own, and

346

:

you build a community and content around

that, that builds credibility and trust.

347

:

Then at a much later stage, you can,

if you choose to commercialize it,

348

:

but it's bigger than just an email,

it's a much bigger idea that needs

349

:

to go to market for most podcasters.

350

:

Hmm.

351

:

Brett Deister: I mean, it's almost

like those people on LinkedIn,

352

:

they're like, Hey, I wanna be

a part of your connections, and

353

:

then they sell you immediately.

354

:

And I'm like, yeah, unfollow.

355

:

Matt Brown: Exactly.

356

:

Well, my favorite one is, hi,

we're in the same engagement group.

357

:

I've got that letter that, that, you know,

they're using automated sequencing, right?

358

:

But they're doing it in a way that sucks.

359

:

You're in the same engagement group.

360

:

What does that even mean?

361

:

What does that actually mean?

362

:

And I've had so many CEOs

say to me, how's this one?

363

:

I've got a great story for you.

364

:

There's a, a guy called Jordan

Zimmerman, he's a billionaire, right?

365

:

So he's based out in New York.

366

:

And I sent him an email that was

personalized and I explained,

367

:

you know, Nat Brown, it's the

same formula over and over.

368

:

And when he came onto the show,

he said to me, Matt, I don't

369

:

actually do podcast interviews.

370

:

But when I saw what you had to say,

that you had done 800 episodes,

371

:

I knew that you were a guy that I

wanted to spend my time with, right?

372

:

That's from a billionaire.

373

:

In other words, I didn't

try to sell him anything.

374

:

I just gave him access to

my platform and my story.

375

:

And if you can do that and get the

attention of a billionaire, what

376

:

else is gonna stand in your way?

377

:

Brett Deister: So, I mean,

that is the other side.

378

:

If you're a podcast, I guess.

379

:

Interview type of a podcast.

380

:

'cause there are three different ones.

381

:

There's solo, co-host,

and then interviews.

382

:

But if you're an interview type podcast,

how do you do that successful pitch?

383

:

Because I mean, we've all tried to

pitch and sometimes we're good at it.

384

:

Sometimes we're pretty awful

about it, to be honest with you.

385

:

How do you successfully pitch somebody

to be a guest on your podcast?

386

:

Matt Brown: Great question.

387

:

So I share this in I've got a training

academy called Secrets of Influence.

388

:

It's at secrets of influence.com.

389

:

So I'll share it with you now, but

basically you wanna be brief, right?

390

:

So the pitch very simply goes like this.

391

:

It's the, it's an intro.

392

:

Who are you briefly?

393

:

My name is Matt Brown and I'm the host of

the of the Mac Brown Show, the globally

394

:

Celebrated M Brown Show, whatever.

395

:

The reason for my email

is so why are you now?

396

:

'cause I know who you are.

397

:

Why do you contact me?

398

:

I would like the opportunity, or in

fact the right wording is would you

399

:

be open to coming onto my show for

a short interview to talk about X?

400

:

So at the current moment, it's

all about secrets of influence,

401

:

and then I explain what is the

intention behind the conversation.

402

:

So I wanna talk to CEOs who are innovating

and pioneering change in worldwide

403

:

markets or whatever that is to you.

404

:

In your case, it could be B2B

marketing in an AI world, right?

405

:

So whatever that is.

406

:

And then you want to hit

them with social proof.

407

:

The Matt Brown Show has featured then all

the signals, 800 episodes, top two and

408

:

a half percent of all podcasts globally.

409

:

Audience in a hundred countries featured

New York Times bestselling authors.

410

:

Whatever your proof is to you,

don't make it about downloads.

411

:

Make it about the talents, because

people want to spend time on shows

412

:

where they've had talent like them.

413

:

So New York Times bestselling

authors wanna also spend time with,

414

:

oh, who else will be interviewed?

415

:

How about Mike Vis Author of Profit First?

416

:

Well, how about you know Anne

Roro, you know, rocket Scientist

417

:

or whatever the case might be.

418

:

So who have you interviewed before?

419

:

And then you want to give them

a very quick, frictionless way.

420

:

To book themselves on your show.

421

:

If you just told them what your

show is, what you wanted to

422

:

talk, would you be interested?

423

:

Let me know.

424

:

That's not good enough.

425

:

You need the, if you must assume that

they're going to be interested, your

426

:

intention should be that they will

be interested and then you give them

427

:

the link to book directly with you.

428

:

So whatever.

429

:

There's other, you know, there's

booking tools like Calendly, and then

430

:

on the Calendly list, right, or on the

booking form, you add custom fields.

431

:

That will allow you to get insights into

the guest and what they're thinking.

432

:

It's not enough just to ask

them for their bio, ask them

433

:

questions related to the topic.

434

:

On a scale of one to 10, how

important is influence to you be or

435

:

B2B marketing in an AI world to you?

436

:

Because if you don't ask that question

sometimes it's also not worth your

437

:

time spending time with that guest.

438

:

For instance, if I wanna talk about

influencers actually happened yesterday

439

:

and one of the, I call them applicants

'cause I have the choice to say no.

440

:

But they, one of the guys was like,

you know, on a, on a scale of one

441

:

to 10, how important is influence?

442

:

And he said, five.

443

:

So if I were to talk about

influence and he doesn't believe

444

:

that influence is important, is

it worth spending my time there?

445

:

Other things you can start to consider

is, you know, how, how much revenue

446

:

does your company gen generate per year?

447

:

Notes, it won't be shared publicly, but my

audience wants to talk to, not startups.

448

:

They wanna talk to CEOs who've

actually scaled their companies.

449

:

And so you can start to then filter

the value of that guest for your show.

450

:

'cause remember, you're only

as good as your last hit record

451

:

or your own, your last podcast.

452

:

And so people will want to

know from a trust perspective

453

:

that you are sourcing talent.

454

:

That they expect to hear on your show.

455

:

So, as an example on Secrets

of Influence, the aggregate's

456

:

revenues were over $10 billion.

457

:

Another proof point, you see?

458

:

So that's how you structure a pitch.

459

:

So whether you send that as

a DM on LinkedIn, or you send

460

:

it, you know, as a a, as a, a

LinkedIn post or maybe an email.

461

:

That structure is one that I've,

that I've used so many times

462

:

and it's works beautifully.

463

:

Mm-Hmm.

464

:

And then.

465

:

Brett Deister: I mean it's great

for like established podcasts,

466

:

but how do like new ones do that?

467

:

Because they might not have any

downloads, no one's heard of them.

468

:

So how do they kinda like pitch

it to make it look like or make

469

:

entice people to be on the show?

470

:

Because, I mean, it's great if

you're established 'cause you can

471

:

like show all those numbers, but

once, if you're just starting out,

472

:

you're like, I just want one guest.

473

:

How do I get that

474

:

Matt Brown: one guest?

475

:

Mm-Hmm.

476

:

So you need, it's a great question.

477

:

So if you're just starting out,

you need to, and I remember,

478

:

I'll tell you another story.

479

:

I had basically, you know,

maybe 23 episodes at the time,

480

:

I was just getting going.

481

:

And so I looked for influential figures,

like professional speakers who had

482

:

networks that I wanted to get into.

483

:

And remember, your network is

always going to be your network.

484

:

So if you're starting out, you don't

just want to interview anyone, any CEO.

485

:

You wanna look for people

who have true influence and

486

:

networks that you can unlock.

487

:

So here's the rep.

488

:

You be honest and you be transparent.

489

:

I'm just starting out, but I care

about this problem and here's

490

:

the difference that I wanna make.

491

:

I've looked at, and this is where

the key insight comes into the play.

492

:

I've looked at your profile or

your book, or your this or that.

493

:

You're looking for something that

they, that your guest has put into the

494

:

world and that they want to talk about.

495

:

So this friend of mine, he's a

friend of mine now, but he wasn't

496

:

a friend of mine at the time.

497

:

His name was Richard Mulholland.

498

:

He's a global speaker, and I was

just open and honest and transparent.

499

:

Said, Hey Rich.

500

:

I'm just starting out.

501

:

I'm looking for people with

amazing stories and I'd love

502

:

to help tell your story.

503

:

I.

504

:

You know, love to come onto the show.

505

:

We'd like to have you

on the show, da, da, da.

506

:

And then when you are on the

show, you just be yourself.

507

:

Like, authenticity today is so underrated.

508

:

People seem to think that, well,

you know, the metrics are more

509

:

important than authenticity.

510

:

I can promise you.

511

:

Now, if I started a new podcast

and it was just, and I was just

512

:

authentic and what I wanted to do.

513

:

People will resonate with that.

514

:

They're not, not everyone you know is

so romantic about downloads and this and

515

:

that, and how many episodes have you done?

516

:

They care about authenticity.

517

:

So if you communicate

that, they will resonate.

518

:

So Rich came onto the show and

inevitably we hit it off and he was

519

:

like, this guy, Matt is a great guy.

520

:

And at the end of the show, what you do

say, rich, if you enjoy talking to me,

521

:

I'd love you to connect me to three.

522

:

Other people in your network that you

feel would be a good talent or guest

523

:

for this particular conversation.

524

:

And that's exactly what he did.

525

:

And I kept doing that.

526

:

So then there were three new referrals

and then they referred three to me.

527

:

And eventually I had a media

partnership with Entrepreneur Magazine.

528

:

They wanted content, right?

529

:

Interesting conversations for their

website so that they could sell ads.

530

:

So then Entrepreneur Magazine was

sending me all the, the CEOs and

531

:

entrepreneurs that they were, that was

on the front cover of their magazines,

532

:

but it didn't have nothing to do with

downloads, how many episodes I'd done.

533

:

It came all the way down to

authenticity and making sure that you

534

:

are creating mutual value for people

because people, if you ask for help.

535

:

They will help you.

536

:

And the problem with most people is that

they're so caught up with their pride.

537

:

And so their pride gets in the way and

they don't wanna ask for help, and they

538

:

feel like they should lie and they feel

like they should be or misrepresent

539

:

you know, the, the amounts of downloads

or whatever the case is because they

540

:

feel like they're not gonna be good

enough and they won't be accepted.

541

:

And that's absolutely not the case.

542

:

Mm-Hmm.

543

:

And

544

:

Brett Deister: then on the, on the.

545

:

Content side of it.

546

:

I know podcasting when it started

was just audio only, and now we're

547

:

getting into the video portion of

it, and I think I recently read where

548

:

in the morning afternoon people will

listen to the podcast, but at night

549

:

people watch the podcast with a video.

550

:

If you have video, should podcasters

consider moving into that two format

551

:

or should they just focus on the

audio and then maybe eventually

552

:

Matt Brown: do a video?

553

:

One of the biggest mistakes

I made was just doing audio.

554

:

I wish I'd done video right

from the very beginning.

555

:

Because people consume

content in different ways.

556

:

So, and also by the way, people

move around and so on in the car.

557

:

They're not watching video,

but they'll want the audio.

558

:

But then when they have time, like you

said, and they you know, they wanna watch

559

:

that video because you're referencing.

560

:

You know, another video of something

that's happening in the news, people will

561

:

immediately switch and wanna watch that.

562

:

And so the biggest mistake

I made was just doing audio.

563

:

And a podcast is kind of like, it's

just a distribution channel, right?

564

:

It's just for audio.

565

:

But what is a, to your

point, what is a podcast now?

566

:

It's much bigger than audio.

567

:

If you think about Joe

Reagan, if you think about.

568

:

You know any kind of major global

thought leader, Bedros Kian, you know,

569

:

these guys have podcasts Alex Ozzy,

but then they also have video, right?

570

:

And so video you can start to use

on social media in a, in a way

571

:

that's much more easily distributed.

572

:

And you can do it at speed.

573

:

And remember today it's about

being present everywhere, right?

574

:

Being present everywhere.

575

:

And so what you wanna do is

you wanna think about things

576

:

like, if I do one activity, if

I invest my time into one thing.

577

:

One task, one production, one episode.

578

:

How do I get 10 times that back?

579

:

That's what you should be thinking about.

580

:

So you shoot the video that goes

out onto podcast, that's another X.

581

:

Then you create 25 shorts

from that interview.

582

:

That's another, you know, seven x.

583

:

And then over time you look at

the body of work that you're

584

:

creating, like Secrets of Fail.

585

:

Secrets of influence, or you know,

secrets of scale or whatever that is.

586

:

And then you can start

to use that content.

587

:

In other ways that don't even require

video or audio, you get into written text.

588

:

So that's what I'm talking about, like

be everywhere, but think about what is

589

:

the one media asset that if I create

it, I can get 10 times the value back.

590

:

And that's for me is always video.

591

:

Mm.

592

:

Brett Deister: And what do you

recommend for like using the tools?

593

:

Because I mean, there's audio editing

tools and there's video editing tools.

594

:

Some can do both, but do you

have any recommendations for

595

:

like how they shoot the video and

the audio and how they edit that

596

:

Matt Brown: stuff?

597

:

Yeah, well people will

forgive you for bad video.

598

:

They won't forgive you for bad audio.

599

:

So the number one thing you

have to focus on is using a mic.

600

:

So you must have a good microphone.

601

:

Don't use AirPods.

602

:

Don't use those.

603

:

Invest in the mic.

604

:

They're not that expensive.

605

:

And then what you wanna do from

a quality of video perspective

606

:

is just have a HD camera.

607

:

It's very simple.

608

:

Those are the two things that

you must have, and then you can

609

:

go with it wherever you want.

610

:

But people, if the audio is bad,

they'll switch off straight away.

611

:

And even if people are not watching

your video, at least the audio is good.

612

:

So always make sure that so

that's, those are the two things

613

:

that you must absolutely do,

you know, no questions asked.

614

:

Brett Deister: Got you.

615

:

And then do you recommend like Riverside

or like, I've used both, but squad

616

:

casters use that one by the script.

617

:

Do you use recommend either

one of those two, or is it

618

:

just kind of up to the user's

619

:

Matt Brown: perspective?

620

:

Yeah, I don't like Zoom.

621

:

Because the audio drops if

someone's talking over you.

622

:

And also the real estate of

the video's not that great.

623

:

So if you want to get into very

high quality video production, I.

624

:

What we use as a team is

something called OBS Broadcaster.

625

:

So with within OBS broadcaster, you

can add all your media elements,

626

:

like your cameras or multiple

microphones and all that stuff, and

627

:

then what you can do is you can create

visual real estate that's branded.

628

:

So if you go to my YouTube channel,

for instance, and you look at secrets

629

:

of Influence, what we were actually

doing was taking the guest and and

630

:

myself and using a green screen for

me, but actually using a green image.

631

:

On a Zoom call for the guest and

then chroma keying out or replacing

632

:

the green screen for the guest and

with myself to put us both into a

633

:

virtual studio that was branded, so

that branding then included call to

634

:

actions and all sorts of cool things.

635

:

So that's the high

quality production stuff.

636

:

And it's not really that hard to

do if you know what you're doing.

637

:

But you can really create video

that's really interesting in terms

638

:

of branding and production quality.

639

:

And for that you use OBS broadcaster.

640

:

I can talk more about that.

641

:

But then for Riverside, like we're

doing now are secrets of influence.

642

:

I just didn't want to go through

the efforts of doing this

643

:

high quality production stuff.

644

:

Recognizing that most people.

645

:

Will only use audio.

646

:

So for Riverside, the audio doesn't

drop if someone's talking over

647

:

you and they've got cool little

effects and things like that.

648

:

And so there's obviously other

options around that as well.

649

:

But I personally use Riverside

as just a simple way to, you

650

:

know, create podcast content.

651

:

Hmm.

652

:

And

653

:

Brett Deister: for my listeners out

there, OBS is a free software that

654

:

you can download and use free without,

without any, any money transferred.

655

:

It's open source, so yeah, if

you wanna try it out, it is.

656

:

It's gotten better over the years.

657

:

I first used it way, way in like

:

658

:

'cause you really had to figure it out.

659

:

It's gotten better I think.

660

:

They're up to like version 30 now,

I think is the newest version.

661

:

Yeah.

662

:

So if you wanna try it out, try it out.

663

:

But there's a lot of great

resources on YouTube for that

664

:

as well to help you with that.

665

:

But then moving on to like the sharing

part, because I mean, you've recor,

666

:

you've recorded it, you've edited,

now we go to the sharing part.

667

:

Like is there some social medias

you recommend to sharing it, or

668

:

is it up to kind of your industry

669

:

Matt Brown: that you're in?

670

:

So people are on different social

media channels for different reasons.

671

:

So on YouTube, they want to

be entertained on a podcast.

672

:

They want to learn to picky

on Facebook and Instagram, I.

673

:

It's more about, you know, brand,

especially on Instagram anyway,

674

:

about branding and, you know, short

format content and things like that.

675

:

So when you think as a podcast host,

you know, where do you want to be?

676

:

I personally don't like Instagram,

don't like Facebook for various reasons.

677

:

I just, you know, it is what it is.

678

:

But my show is a B2B

entrepreneurship show typically.

679

:

So if I want to put content out

anywhere, where am I gonna go?

680

:

Well, it's LinkedIn.

681

:

And so when we launched secrets of

Fail, we put 300 assets into the market.

682

:

And the organic reach just

was ridiculous, you know?

683

:

And it's, it's just, you know,

being very considered around where

684

:

do you want to put your story?

685

:

You don't have to be on Facebook

if you are a B2B show, do you see?

686

:

And also if you put content out there

all the time, if you think about the

687

:

underlying economics of Facebook for

anyone, if you have, if you have 10,000

688

:

people, you know, subscribed to your page,

how many of them actually see that post?

689

:

What does Facebook want you to do?

690

:

They want you to promote that post so

that you can actually reach, you know,

691

:

the 10,000 people that like your page.

692

:

And so it's cost to do that.

693

:

There's value in that, but if you

are a podcaster and you're not able

694

:

to commercialize, especially early

on, it's probably not a good idea.

695

:

Also, most of your talents

is not on Facebook.

696

:

They're actually on LinkedIn.

697

:

And again, if you think about

outreach and sourcing guests

698

:

and all that kind of stuff.

699

:

Where do you want them to be on LinkedIn?

700

:

Also, what they will do.

701

:

Right.

702

:

And what I've found is that guests on

my show, on CEOs as an example, they

703

:

will share their interview on LinkedIn,

but they won't share it on Facebook.

704

:

So you have to think about these things.

705

:

You know, when you're thinking

about content distribution.

706

:

Brett Deister: Mm-hmm.

707

:

So like for you, B2B is great.

708

:

I mean, my only issue with LinkedIn

is that if I upload a video,

709

:

it can only be 15 minutes long.

710

:

So this is like a 45 minute episode.

711

:

I have to cut it up and I'm like,

that's so annoying to cut it up.

712

:

So do you recommend doing like a

live stream if you're just really

713

:

focusing on LinkedIn in general?

714

:

If you're like a B2B or Yeah.

715

:

Maybe a marketing or whatever.

716

:

Matt Brown: Mm-Hmm.

717

:

So let's take a 45 minute episode.

718

:

What distribution

channel is most likely I.

719

:

To get someone to listen

to the whole thing.

720

:

What's gonna be audio on a podcast

when they're driving to and from

721

:

work or whatever they're doing.

722

:

Or maybe they're cooking in the kitchen,

they have the audio on the background.

723

:

And so on LinkedIn, yes, there's

a 10 minute video constraint, but

724

:

who on LinkedIn is going to be

watching anything longer than I would

725

:

say even three minutes, if that?

726

:

So what I've done before is I

call, you basically have long

727

:

format content, medium and short.

728

:

So the shorts anything less than 60.

729

:

Between 60 seconds and say

10 minutes is a medium.

730

:

And then you have the full length content.

731

:

So on LinkedIn, what you

said was a great idea, right?

732

:

And so what we do is we use Restream

and we were, we just broadcast

733

:

those medium length videos, right?

734

:

The stuff that's not 45 minutes long,

but just long enough to maybe get

735

:

someone to capture the whole attention.

736

:

And so live streaming is great.

737

:

So I was with a client the other day and

he said, Matthew, how are you going live?

738

:

'cause you're here with us.

739

:

And I'm like, no, that's my team.

740

:

And I've had so I was in South Africa once

doing cold calling for to CEOs and stuff.

741

:

And I phoned this one guy, I'm

like, hi name's Matt Brown.

742

:

He goes, hang on, are you Matt Brown?

743

:

That's always going live on LinkedIn.

744

:

And so, you know, these distribution

mechanisms are great, right?

745

:

If you can get someone to keep

getting this message going.

746

:

Matt Brown's gone live.

747

:

Matt Brown's gone live.

748

:

There's awareness.

749

:

It's awareness.

750

:

And so many times you underestimate just

how many people are seeing what your

751

:

content or your content on social media.

752

:

Like, it's just crazy.

753

:

Like, people go, oh, I saw you do,

you just released a new book and I

754

:

hadn't spoken to this person in like

a year, and I didn't know who, you

755

:

know, who was watching the content.

756

:

But you see all those, you know,

10,000 organic impressions of men.

757

:

Or you might find, you know, 11,000

monthly players on Spotify alone, which

758

:

is kind of like what we are doing.

759

:

And you don't know who in those

11,000 or who on who of those

760

:

organic impressions are actually,

you know, watching your staff.

761

:

And so you mustn't stop.

762

:

And I think people underestimate,

well, number one, how much content

763

:

you should actually be putting out.

764

:

But number two, they

overthink distribution.

765

:

Just put it out.

766

:

Put your stuff out there.

767

:

Because if someone, if you not,

and someone does, whose attention

768

:

is gonna win there, right?

769

:

In the attention game.

770

:

And so there are more attention

that you can create on different

771

:

channels, however, that looks like.

772

:

The better off for you, but you don't

need to be everywhere just for the sake

773

:

of being everywhere unless you have

a team around you that you can use to

774

:

leverage what you're doing from a media

perspective so that you can be everywhere.

775

:

Right?

776

:

But if you're a solopreneur or

podcasters, how are you gonna do that?

777

:

You don't have the time.

778

:

Brett Deister: True, I mean.

779

:

Riverside does allow you to

actually do live streaming as well.

780

:

So you do have a few options.

781

:

I know, I know of Restream.

782

:

Restream is actually a really good

software to actually use as well,

783

:

but when, when it comes to like, I.

784

:

Let's say from the guest

perspective, because there's

785

:

two, there's two sides to this.

786

:

There's the host and there's the guest.

787

:

How do you pitch?

788

:

How does the guest pitch to the host?

789

:

How, how to be on a podcast

because we're not gonna be able to

790

:

like find every guest out there.

791

:

And sometimes you, it's surprising that.

792

:

Someone wants to be on our show.

793

:

So how do guests pitch to podcast hosts?

794

:

What's the best avenue for that?

795

:

Because there's always the

two sides of that coin.

796

:

Matt Brown: I'm so glad you asked that

question because I get pitched a lot.

797

:

PR firms, you know exec,

like, it doesn't matter.

798

:

Podcast booking agencies are the new one.

799

:

You know, Hey, I've got an amazing

talents, blah, blah, you know,

800

:

written this book yet a fish base.

801

:

They're like, they don't understand

most PR firms and podcast booking

802

:

agencies and potential guests.

803

:

Don't know how to deal

with the platform owner.

804

:

They don't.

805

:

And so what they think, which

is an incorrect assumption, they

806

:

think that you are desperate

for talent, which you're not.

807

:

You're desperate for the right talent.

808

:

And also going back to what we

discussed earlier, what's system?

809

:

Are you using your show in right

to, or what context or objective

810

:

are you using your show to achieve?

811

:

Right?

812

:

And so they don't think

about these things.

813

:

All they want is free pr.

814

:

And they want your time for nothing.

815

:

And so what they don't understand

is, is that you are in business.

816

:

You are not there for them

to tell their story for free,

817

:

because what does it cost you?

818

:

It cost you time.

819

:

Then you've gotta do the content

and all that kind of stuff.

820

:

So if you're a, if you're a guest

looking to get on other shows and

821

:

you have your own podcast, why

don't you do an interview exchange?

822

:

Go to a podcast host guy and

say, listen, I'll interview you.

823

:

You interview me.

824

:

Right?

825

:

That's one way to get onto a show if

you're a podcast host, if you don't have

826

:

your own show, here's what I suggest

you send, again, a personalized emails

827

:

that go something like this higher.

828

:

My name's Matt and I'd love the

opportunity to add value to your show.

829

:

In exchange for a short, 30 minute

interview, I'd like to give you 10

830

:

copies of my book called Secrets

of Influence Over, and that you

831

:

can give away to your audience.

832

:

Or maybe it's a digital copy or

maybe it's something else, right?

833

:

But something of value that's

relevant to the audience.

834

:

Then you say to them, something like this.

835

:

On top of that, what I'm prepared to

do is put $250 or a hundred dollars or

836

:

$50, or whatever that amount is to you.

837

:

Into social advertising to ensure that

your episode with me will be popular,

838

:

watched, download, and consumed more

than most of your other episodes,

839

:

because here's what's happening.

840

:

No one else is offering to put a

little bit of money on the table.

841

:

To promote this show, right?

842

:

And so even if the guy's like, I don't

want your money, or maybe I don't

843

:

want your books, what have you done?

844

:

You've created reciprocity because you're

prepared to give something more than just,

845

:

I wanna promote my cool book on your show.

846

:

And so if you think about also the cost to

reach someone, if you put $50 on Facebook,

847

:

right, for video views, you're gonna

reach thousands of people, thousands.

848

:

So what does the podcast host looking for?

849

:

He wants to reach other people.

850

:

So all, if you understand that someone,

what someone is trying to do with their

851

:

show, where they're trying to reach

people, they're trying to influence

852

:

people, all you say to them is,

here's how I'm gonna help you do that.

853

:

So instead of just trying to,

you know, be this like, I want

854

:

free pr for my new cool thing.

855

:

Rather care, like care about what

this other person is looking for.

856

:

And if you don't know, ask Go, Hey

Brett, I know you've got this cool show.

857

:

What are you trying to do with it?

858

:

What does success look like for you?

859

:

Okay, great.

860

:

Here's how I can help you do that.

861

:

I can do this, I can

do this, I can do that.

862

:

I can do an interview,

exchange, blah, blah.

863

:

And by the way, most of the things

here you can offer for free.

864

:

You don't need to put money

on the table necessarily.

865

:

Right?

866

:

Although it's a good option.

867

:

Or how about I will offer to give you

15 shorts of the interview for free

868

:

and you go to A a GI platform and you

do it and it costs you like 20 bucks.

869

:

That's what, what you should be doing.

870

:

But the problem I have is these PR

firms, these podcast booking agencies,

871

:

they all think because some guy

built a million dollar business or

872

:

he wrote a book or you know, he did

a TED Talk, that you should care.

873

:

I don't need talent.

874

:

I need the right talent.

875

:

And you should also be looking

for the right talent all the time.

876

:

Mm-Hmm.

877

:

Brett Deister: And also

spell the name correctly.

878

:

I had one that just didn't even spell

879

:

Matt Brown: my first name.

880

:

Yeah, totally bro.

881

:

Totally.

882

:

It's ridiculous.

883

:

It's ridiculous.

884

:

Brett Deister: Yeah.

885

:

And so, how do you say no,

gracefully, I think is the

886

:

best way of saying it for the.

887

:

Post, or even the guests, sometimes

guests, you could be like, yeah, what

888

:

I, this doesn't seem right for me.

889

:

So how do you say no in the right way?

890

:

Because you could say no

harshly and be like, no, you're

891

:

worthless, like, or whatever.

892

:

But how do you say it in the right

893

:

Matt Brown: way?

894

:

Yeah.

895

:

Well, just be honest.

896

:

Say, look, you know, you

don't think you're right fit.

897

:

Got you.

898

:

You know, I mean, here's, here's

what I also have a problem with.

899

:

People are so scared to say

no, and so what they do.

900

:

They drag you along the line, right?

901

:

They to, they just give you mixed signals

and this and that, and all you're doing

902

:

is you're, you're actually being more

disrespectful by not just being truthful.

903

:

Rather say, listen Brett, I don't

think you're the right fit for my show.

904

:

You we're looking, we're doing

this, and you are doing that,

905

:

and I don't think there's a fit.

906

:

Or maybe your, this company, you

know, we my audience actually

907

:

looks for pe businesses doing

$5 million or more in revenue.

908

:

I.

909

:

I literally have that if you, if

your business generates less than

910

:

5 million, don't book interview.

911

:

I have literally put it there.

912

:

So rather just be honest and

say, listen, you're not the

913

:

right fit for these reasons.

914

:

I wish you all the best.

915

:

Like, that's what people

really want, right?

916

:

That's called respect.

917

:

What's disrespectful?

918

:

Is where you go.

919

:

You don't give them an answer or

you postpone this or you just not.

920

:

You give them mixed messages

and the guy keeps chasing

921

:

you or she keeps chasing you.

922

:

Just following up on, how about if I

could come onto your show and you ignore

923

:

them, and you ignore them, and you ignore

them, and this is such a big problem in

924

:

sales and B2B, it's like rather just say,

look, we don't have the budget right now.

925

:

Rather just be open and honest because

that's what builds trust, isn't it?

926

:

Rather, there's no right way or

wrong way other than the truth.

927

:

Sorry.

928

:

You're not the right

fit for these reasons.

929

:

I wish you all the best.

930

:

Brett Deister: Got you.

931

:

And so what do you see in the podcasting

industry in the next five years?

932

:

Do you see less podcasts happening

because just people are like, I got life.

933

:

I can't do this.

934

:

Do you see more brands getting into

involved with this, either through

935

:

advertising, starting out their

own podcast, or do you see AI.

936

:

Starting to be their, their

own hosts for whatever reason.

937

:

Matt Brown: Well, that's a, that's

actually that last thing around,

938

:

you know, can you have an AI host?

939

:

So I've actually explored that.

940

:

So I've got such a big

body of work, right?

941

:

So why couldn't I train an artificial

generative intelligence machine to create,

942

:

or maybe some models to learn who I am,

how I think, how I speak, whatever, and

943

:

give them a huge library to work with.

944

:

And.

945

:

Here's a digital avatar, right?

946

:

So I think that could happen one day.

947

:

I mean, personally, I think it would

be a little bit weird to have an AI

948

:

representing who you are, but with

ai, like it can literally do things

949

:

that have never been possible before.

950

:

So if you can think about the

context of a digital avatar of Matt

951

:

Brown hosting breath, or hosting

a a, a New York Times bestselling

952

:

author, and it literally is me.

953

:

If you think about it, right, my thoughts

and the way that I perceive things,

954

:

what, and it's just a conversation.

955

:

Why couldn't it happen?

956

:

I think that could most definitely happen.

957

:

We just don't know.

958

:

I also think that there's going to be

a, a consolidation in the podcast world.

959

:

And so what you're gonna see are groups

like MPN, where they essentially creates

960

:

a cohort of marketing shows together.

961

:

And the reason why they wanna do that,

because, because one of those marketing

962

:

shows, let's say there's a hundred.

963

:

Show number 27 is only

getting X number of downloads.

964

:

So what you do is you pull all those

show, pull all those a hundred shows

965

:

together, and now you're getting

a hundred thousand downloads a a,

966

:

a day right across the network.

967

:

And then what you'll find is that

advertisers will be looking for those

968

:

sorts of opportunities where they

can take one ad and put it across a

969

:

hundred shows all at the same time.

970

:

So that's what I mean by

consolidation, because remember.

971

:

This whole thing around podcasting.

972

:

The prevailing thing is

you must sell advertising.

973

:

And so that's what I'm, that's what

I see as it's already happening.

974

:

I, I just see more of it because also,

if you are show number 27 and you are

975

:

the host, what are you looking for?

976

:

You are looking to actually

generate commercial return.

977

:

And if you don't have that level of scale,

that 10,000, 25,000 downloads per episode

978

:

it's very difficult for you to do that.

979

:

But if you're getting a

thousand or maybe 5,000.

980

:

Right.

981

:

Well, if you could join a network of

a tribe of shows all about the same

982

:

thing, then there's benefit for you.

983

:

And so I see that happening

as well in the future.

984

:

Got you.

985

:

Brett Deister: So where

can people find you online?

986

:

Matt Brown: mAtt Brown show.com.

987

:

You can check out my books on Amazon.

988

:

Secrets of Fail, secrets of Infants.

989

:

You've go to YouTube or just wherever

you find your favorite podcasts.

990

:

Brett Deister: All right.

991

:

Thank you, Matt for joining Digital

Coffee Marketing Brew, and sharing

992

:

your knowledge on podcasting.

993

:

Cool, bud.

994

:

Welcome.

995

:

And thank you as always for listening.

996

:

As always, please subscribe to

all your favorite for this podcast

997

:

and all your favorite podcasting.

998

:

Absolutely.

999

:

Five star review if you can really

does help and join us next time

:

00:48:04,504 --> 00:48:07,234

is talking to the great brother

in the PR marketing world.

:

00:48:07,294 --> 00:48:10,414

Alright guys, stay safe and

understand how to do better

:

00:48:10,414 --> 00:48:13,804

podcasting for your business for

you, or just to be a better in.

Next Episode All Episodes Previous Episode

About the Podcast

Show artwork for Digital Coffee: Marketing Brew
Digital Coffee: Marketing Brew
Get your does of marketing with your favorite coffee brew

Listen for free

About your host

Profile picture for Brett Deister

Brett Deister