BROADCASTS.com

Create The Echo

Being on a podcast journey requires one simple digital platform acceptance: The moment you post... It no longer belongs to you. Which is usually how you can
tell the difference between a terrestrial radio talent and someone that planted their first seed in the open fields of podcasting.

Downloading your episodes is a huge feature because potential advertisers need to know those numbers. If they aren\u2019t showing up? It becomes that little box that doesn\u2019t get checked at decision time. Not everybody\u2019s hot on this performance plan. Only because I\u2019ve spent 40 years bringing radio to life I\u2019ve bumped into many talent that don\u2019t podcast because of a lack of control. They don\u2019t like the idea that anyone at any time can download their episode and paste it to unknown pages.

It took me just over a year to warm up to the idea. I wanted to collect the analytic numbers not someone else. The RSS feed turned out to be the hero. I could put my podcasts on any digital outlet and still get the credit. But what about the downloads? You have to play the game like musicians and actors. There\u2019s nothing you can do. We live in a download it for free zone. Think of it as servicing your listeners. Let them have it. It\u2019s still your show because you\u2019re the creator of the echo.

Listeners sharing your episodes isn\u2019t stealing. It\u2019s helping to push you beyond the initial small circle. Promote the fact that your podcast is on different sites. Dani Shapiro from Family Secrets has help craft that marketing into place. She isn\u2019t afraid to share with her listeners where they can find her stuff iHeart, iTunes, Spotify and more.

Create the echo. Be open to the idea of not being exclusive. I ran into that problem a few years back. I was asked to take every episode down and put them on an exclusive site. Keep in mind I\u2019m that dude that didn\u2019t really like listeners downloading and now I was fighting to keep the 75 to 100 podcast sites rocking. The more you echo the bigger your numbers. It\u2019s the business of podcasting talking not the performer.

I learned a very valuable lesson during that struggle. The question came up, \u201cWho owns the episodes?\u201d We brought in the lawyers. If your podcast features musicians, authors, actors , politicians and other public figures ultimately the guest has control. They can ask you to remove a show no questions asked. It\u2019s their product being featured. If something doesn\u2019t feel or sound right they\u2019ve got every right to ask you to take the wind out of the sails.

Of coarse I\u2019ve experienced this. When you think you\u2019re doing something good by giving someone free space and time and it comes back to bite you. The guest was a rep for a weight loss live a better life product line. The conversation went brilliant! Totally got into the groove and learned a lot. Before the episode could be posted it had to be run up the ladder to every boss, legal team and whomever else was making the decisions. That absolutely cool conversation wasn\u2019t approved. They wanted to redo the podcast and give the guest the right words to say. I walked away. Which created a different kind of echo. The really cool guy willing to give us free advertising was starting to look like a jerk.

I\u2019ve had Country music stars in my studio showcasing their brand new songs. I\u2019m the type of interviewer that wants to hear the inside sleeve story. I love digging in deep and feeling the reason and purpose of why the song was brought to life. We laugh, we cry, we get so serious and yet so real. Then the record company calls and says, \u201cDon\u2019t even think of posting that episode. We\u2019ll get back to you.\u201d

I\u2019ve had conversations with huge actors that do nothing but promote a product the entire time. I refused to not post it. The PR department didn\u2019t like the decision.
They were doing their part to clear the way for the actor to be on the air now it was my job to live up to their expectation. Which is why I created the podcast On The Corner Of Walk And Don\u2019t Walk. If the talent is dead set on selling a product go for it. It just won\u2019t make its way to the more listened to podcasts. It\u2019s still posted! It still gets numbers. It just can\u2019t be used on a podcast known for real conversations with less commercial speak.

I created an echo. A solution that serves all involved. These days I do hardcore research with the PR departments to locate their ambitions. What I\u2019ve learned is that everybody always has something to sell. They wouldn\u2019t be talking to you. Sell the product without sounding like an info-mercial. Create the pace, the mindset and ask less questions while creating more statements. It\u2019s amazing how engaging a conversation becomes when the host shares a statement then steps back for the guest to begin their thoughts. If I\u2019m locked in on asking questions it gives them too much room to promote Taco Bell.

The echo is about sharpening your skills as an interviewer. Rather than run down a list of prepared points of interest. Talk to them like a neighbor. We know how they are.The moment they find something new they want to talk about it. Somehow someway the conversation goes 45 mins to an hour. Why can\u2019t the actor or musicians sales call be the same?

Create the echo.

So what\u2019s the moral of the story? Play fair. Be aware. Know the game. Play it the same. Expect to face mountains. Don\u2019t create valley floors. 7 years ago when I started this mess big business wanted nothing to do with it. Those big pockets have arrived and they\u2019ve got a plan. A mission. A vision to make on demand listening more than a hobby. Latch onto a great reputation. Feed it everyday. Podcasting is no different than anything else. There will always be challenges and changes. Just know what to do when and after you create an echo.

I\u2019m Arroe and that\u2019s Pod-Crashing