How to Start a Podcast & Build A Brand That Connects and Converts with Jessica Burgio, Part 1

Episode Transcript
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Speaker 1 (00:00):
Are you just starting another podcast, or are you
going to be the go-to person forthe thing you want?

Speaker 2 (00:04):
to talk about.
Can you just kind of take themdown just a very easy peasy road
of what it would take to starttheir own podcast?

Speaker 1 (00:11):
If you are into providing value, sharing your
thought leadership, establishingsome kind of authority or
expertise, a podcast is whereyou need to be.
I mean, imagine just beingeverybody else right Boring.
We're all conditioned to kindof fall in line and people spend
a lot of time trying to fit in,which equates to being average

(00:31):
To me.
Mark my words.
Having a podcast is going to beas relevant as having an
Instagram account.
You can Google how to start apodcast.
You can join anybody's podcastcourse.
It's not that hard to find theinformation.
But what's hard is taking theaction feeling safe, feeling
supported, having accountability.

Speaker 2 (00:46):
There's no excuse right now that someone cannot
start a podcast.
We have gifted them with allthe tools.
Welcome back all you beautifulsouls, to another episode of
Aligned and Alive.
Today's guest is someone Ideeply admire, not just for her

(01:06):
strategy and brilliance, but forhow she leads with heart.
She is the powerhouse behindthe Unscripted Podcast and a
true force in the world ofauthentic branding and podcast
success, and the author of Comeas you Are.
Today, you will learn what itreally takes to create a podcast
that isn't just content but amovement.
She shares how to tap into theheart of your message, take bold

(01:30):
strategic action and use yourvoice to build a brand that
attracts, aligns and amplifies.
Whether you're dreaming ofstarting your own show or
looking to elevate the one,you've got this episode is your
permission slip to go all in onyour purpose-driven brand and
let your voice be heard.

(01:50):
Please welcome to the show theamazing Jessica Bergio.

Speaker 1 (01:55):
Oh, mg, what an intro .
Yes, thank you.
I'm so excited to dive in today.

Speaker 2 (02:00):
I am too.
Now.
Did I pronounce your last namecorrect?
You sure did.
Bergio.
Nailed it.
It sounds French, Does it?
It's Italian.

Speaker 1 (02:07):
Oh, bergio, I should have known better.

Speaker 2 (02:08):
Well, let's go back to where this all began.
We can go into your podcast howUnscripted Came About, but I
want to start because I knowyour story didn't start in the
podcast space, so let's sharewith the listeners and audience
on where your journey did begin.

Speaker 1 (02:24):
So I have a 25-year history in the beauty industry.
I went to beauty school at 19,when it was very uncool,
unpopular, to go to beautyschool.
It was a very looked down uponindustry to get into.
It was kind of what the kidssaid was the thing you did when
you couldn't figure out whatelse you wanted to do.
But I knew I had a deep passionfor freedom and the ability to
create my own kind of, I guess,work.

(02:46):
I'd always considered myselfslightly creative, but I really
just wanted the freedom to comeand go as I pleased, and I knew
that I had seen some of myhairdresser friends be able to
do that and I also truly didn'treally know what I wanted to do
yet and I had kind of promisedmyself that I would figure it
out as I went and that thiswould be a stepping stone into
the next thing.
And sure enough, about 10 yearslater I got introduced to

(03:08):
bodybuilding in the fitnessworld and so I had a trainer who
was amazing.
She encouraged me to get mycertification and to compete.
So this was before Facebook andInstagram and all the things.
But we documented the processand I loved the documentation
and taking people along thejourney of what it took to get
on stage, and while I wasgetting fit, my current clients
behind the chair saw thattransformation and started to

(03:29):
ask if I could help them.
And so that was my firstintroduction of like lead by
example or clients will kind ofbecome attracted to the thing
that you become known for orgood at, and so I kind of
doubled down on those clientsand started training and doing
nutrition for my clients.
But at one point, when Kai wasprobably about seven years old
that's my son, he's almost 14now I started to miss out on a

(03:49):
lot of stuff, and so Saturdaysoccer games, after school
events, different things werebecoming harder to go to, and my
mom was getting to do all ofthat, and so I started to
complain about the hours I hadto work and the things I was
doing, and I quickly realizedthat if I kept doing what I was
currently doing, that I was notgoing to be happy in another
five or six years.
I didn't want to continue tomiss the things that were most

(04:09):
important to me, and so Istarted to look around at what
everybody else was doing and howthey were diversifying maybe
their income or making moremoney besides trading time for
money behind the chair, and sothat was where you know,
alongside my fitness journey, Iwas lucky enough to meet a
mentor of ours, lori Harder, andshe generously came and did a
fitness camp with me and StrongFitness Magazine in San Diego,

(04:31):
and then she came and didanother one and we became close
friends through that journey andshe gifted me a ticket to her
in-person event, which was theBliss Project, and so that was
my first in-person experience ata large scale all women's event
and at that time I could havetold you I had friends, I knew
what I was doing, I was focusedin business and I didn't quote

(04:51):
unquote need that.
I wouldn't say it was my firstintroduction to personal
development, but it was my firstintroduction to something at
that scale where, truth be told,in the back of the room, I
couldn't answer half thequestions in most of the
workbooks that the speakers weregoing over.
I didn't know what my five-yearplan was.
I didn't know what my goalswere.
I was in the moment, living andkind of surviving, as a lot of

(05:12):
people do, especially in earlymotherhood and early business,
and again, I started my businessat 19.
So I'm what Chris Harder lovesto call an accidental
entrepreneur, and I remember atthat time just wishing that I
had a mentor to help me figureout what the next right thing
was for me to do.
And be careful what you wishfor.
That's when Chris had startedhis elite level mastermind,
which was for entrepreneursmaking half a million or more in

(05:34):
their business, and I rememberlooking at my current business
and my current business model,thinking I'm never going to get
to that point if I continue todo what I'm doing.
I wonder what those people aretalking about in that room,
right?
And so that's where, luckily, Iwilled him to create a
mastermind called FastFoundations, just for people
like me who really wanted totake something online and scale
it.

(05:54):
And so I reached out and I saidhey, this is what I'm thinking.
I talked to Lori on the sideand they said listen, I don't
know if you're ready for this,but all we know is that
masterminds have changed ourlives and they can probably
change yours too.
And I said that seems like anawful lot of money to invest in
something where I don't knowwhat the clear ROI is going to
be, because at the time I didn'thave an actual online business
to scale.
So I jumped in and I toldmyself, okay, my intention is

(06:18):
I'm going to create two or threereally good friends out of this
group and hopefully they willbe my running mates into the
next season of my life, becausemy current friend group and
people that I was working withdidn't, I think, have the
bandwidth or the big dreams orthe forethought to think ahead
of what do I need to be doingnow in order to set myself up in
the future.
So I jumped in that mastermindand within those six months, I

(06:40):
started in-person brunches andworkshops for beauty
professionals.
I found my dream salon spacethat I'd been looking for or
afraid to jump into for about 15years and I started my podcast.
So all the while, in those sixmonths, because I had put skin
in the game, I started to takemassive action around things I
had wanted to do already.
And what was cool was I was morethan prepared when, six months

(07:03):
later, covid happened and mysalon of dreams was closed and
luckily I'd already invested somuch time and effort and money
into the next phase that Chrisgenerously hired me back into
that same mastermind that Iinvested in as a support coach.
So that kind of kicked off mycoaching business and kind of
put me in the running with otherpeople who were doing things I
wanted to be doing.

(07:24):
So that's kind of the quick anddirty of 20 plus years of how I
kind of pivoted andtransitioned.
Obviously there's details thatwe're leaving out, but all that
to say, it was really justfollowing my intuitiveness of
the next right thing, whichright was the fitness, and then
it was the opportunity to domore than what I was currently
doing, because the pain point ofnot being around my kid was
strong enough for me to get outof my comfort zone to take

(07:46):
action.
So it's things like that thatoften we won't take action on
something, even if we want thechange, because we're not
uncomfortable enough to actuallymake it happen.

Speaker 2 (07:55):
God, all that is so good.
As you're going down the wholejourney of everything, I'm
thinking it really is who yousurround yourself with, like
everything, and a lot of timeswe have to invest in those rooms
, those people, to be the onesto pave the way for that next
chapter of our life.
And I mean, you're like theposter child for a mastermind.

Speaker 1 (08:15):
I really am.

Speaker 2 (08:15):
I'm just thinking I'm like they need to use that clip
for their masterminds, becauseit really is, and it is scary.
When you go all in on somethinglike that, you're like how in
the world am I going to recoupthis type of investment when you
don't even see that next step?
Right?
But, to your point, it's beingaround those people that are
forward-thinking individualsthat can help you, guide you to

(08:37):
get to your brilliance and whereyou're at.
So what a pivot, though, to gofrom beauty to now being a
leader in creating your ownpodcast.

Speaker 1 (08:46):
Yeah, who knew?
And I tell people all the timethat often you won't see the
opportunities that are for youuntil you start to take action
towards maybe leaving thecurrent situation that you're in
so that you can hold more ofsomething new.
When we're so busy doing thethings we're used to doing, we
don't create the space and timeto play or to explore.
And there's been a lot ofiterations in the last five or

(09:06):
six years around how I coach,who I coach, what I talk about.
Now we've evolved, kind of.
You just said before we kickedthis off that when you look at
my content, all you see ispodcast stuff now and that took
a while for me to wrap my headaround because I am so quote
unquote multi-passionate.
I want to do all the things.
I'm a projector, I'm a two onthe Enneagram, so it's just like
who doesn't want to be able todo all the things and do them

(09:27):
well?
But we know that's just not thecase and if we focus on too
many things we're not going toget good at one thing.
And I remember, looking back atwhat created success in my
beauty business was I focused onone thing being known as the
go-to person for blonding andcutting in my industry and then
when I got into makeup andworking with magazines and it
was like she's the good, can getshit done fast behind the

(09:48):
scenes.
She's so supportive.
You want her in the room withyou before a big event.
Because of her energy, it wasmore than just the product I was
delivering right, the hair andmakeup that was like needed to
be guaranteed, but it was theenergy and the experience.
And so that's when I started torealize that it wasn't just what
we were giving.
It was the whole service, theclient experience, and I knew I

(10:09):
can control that narrative.
And so I knew that into my nextbusiness which building a
personal brand was I had toincorporate the client and the
whole experience as part ofwhatever it is I was going to
sell and I was going to packageup, and so we've now come full
circle, with podcasting beingthe thing, and you can Google
how to start a podcast, you canjoin anybody's podcast course.
It's not that hard to find theinformation.

(10:29):
But what's hard is taking theaction, feeling safe, feeling
supported, having accountability, putting skin in the game like
I did with that mastermind andputting money down to actually
make yourself do the thing yousay you want to do.
And so, with all of my historyof doing that myself, I am
someone that can be trusted tohelp somebody else do that.
And that's what's unfortunateis there are a lot of people out

(10:49):
there selling things oroffering coaching services that
haven't built a business,haven't done the thing, don't
have a track record, and peopleget swooped up in the idea that,
just because they have amazinggraphics on social media, it
looks like there's some hot shitthat they're actually going to
be able to help them.

Speaker 2 (11:04):
Exactly, yeah.
And you actually have laid thefoundation and now you're at
what?
330, some episodes for yourpodcast.
Yeah, yeah, it's wild.
Go to the person who has doneit Not just once, not just twice
, but 300 plus times Love it.
So can you take us back to themoment Unscripted was born?
Like was there a spark thatsaid, exactly, I need to start a

(11:25):
podcast.
Like was there an aha moment.

Speaker 1 (11:27):
Yes, actually there was, and often that's a hard
thing to say yes to when peopleask you like a spot on, like
that.
I had wanted to start a podcastfor about two years before I
actually pulled the trigger onit.
So during that six month periodI talked about starting a salon
.
In that mastermind I obviouslyhad watched Lori start her
podcast years before and thenChris started his podcast and a

(11:50):
variety of people in my orbitbecause of that mastermind I
watched start their show andtake off and leverage their
social media into the podcastspace.
But for some reason I was stillso scared about what I was
going to talk about.
I didn't like the sound of myvoice.
I said like and um a lot.
I was worried.
You know, would I be able tokeep this up?
Would I have enough content tokeep talking about?
Hello, I mean, I can't.
I'm the run on sentence queen,like she doesn't take a breath.
So but I realized I got to haveso many conversations behind

(12:12):
the chair at the salon and I wasalways asking questions and
very inquisitive, so it made mea good interviewer.
I just had to learn how tomaster the skill of podcasting,
interviewing, being a guest,hosting, all that stuff, which
we can learn anything If you putsome practice in, you know.
And so the show was actuallybirthed.
Because I was so upset beingclosed during COVID that I

(12:32):
wanted to give my beautyindustry a voice, and I knew I
had enough people in theindustry that were willing to
have hard conversations aboutwhat they were doing and dealing
with at this time that I wantedto go against the grain and do
it live in person in my studio.
Because we were closed, we hadthe space and the time and I had
a little bit of resources,which are most people's reasons
why they don't do something.
I don't have the time, I don'thave the money, I don't have the

(12:53):
clarity, and because I had seenother people go before me, I
stole their belief, borrowed it.
Like everyone says and says,I'll figure this out.
I found a great video team thatwas able to come and do
in-studio episode recordings forus, and I remember okay, I was
like if I'm going to do this,I'm going to do it right.
The statistic is most peopledon't make it past episode 20.
I think it's even less now.
So I'm like we're going torecord 25 episodes before we

(13:15):
even launch this show.
So I am not one of those.
So it's just my way ofprotecting what I said I was
going to do and supportingmyself, and so we made that big
investment.
I would record every Mondayfour episodes back to back, just
like this we're doing in person, and I remember at the time my
editor was like we need a namefor the show and I was like I
don't know what the name shouldbe.
I didn't want to againpigeonhole myself.

(13:36):
I was too scared to claimanything because I wasn't sure,
on my clarity, of what I wantedto do with the show.
But I was starting with where Iwas at and I just had this
powerful conversation with thegirl who wants to start her
podcast around her, alsorecognizing she's going to start
where she's at versus trying tocreate a whole new brand and
business while starting apodcast, which is what a lot of
people try to do.
And so I had already startedthese brunches and they were

(13:59):
called the Beauty InsiderBrunches and I had made these
cute merch that said BeautyInspires Beauty, and so my video
guy was like, let's just callit the Beauty Inspires Beauty
Podcast Innately intuitive.
I knew that wasn't going to bethe name forever, but this is a
great example of start with whatyou have put it out there.
I knew I had a big market inSan Diego of people who knew me
for being in the beauty industry, so that's what we did.
And then, 2040.

(14:20):
50 episodes later, I started tofeel kind of out of alignment
with only speaking to the beautyindustry, which is what I felt
like I was doing, which wasn'tactually the case, but I felt
like, because the word beautywas in the name, it just started
to feel not like me.
And I remember having aconversation with my producer at
the time I had moved into ateam that was doing all the
virtual stuff and I kept sayingthe word unscripted.

(14:42):
I'm like, I feel like this isso scripted.
I feel like I have to stick tothis script and I must've said
it five or six times and she waslike you just need to call your
show unscripted.
She's like you're unscripted,you're slightly unfiltered, you
never know what you're going tosay.

(15:02):
How does that feel?
And I said very freeing, verymuch like can change those, just
like you change your Instagramprofile or your bio.
And it's given me so much towork with when it comes to
helping other people start theirpodcast, because I again am an
example that you can change.
We're always going to bedifferent iterations of ourself
or different seasons of ourbusiness, and so that's been
really cool.
It goes against everything Ipromote.

(15:22):
As far as, like SEO for yourshow title, no one's searching
unscripted, but they are nowsearching Jessica Bergio, and
whenever anybody hears mypodcast name, I always get a
head nod.
Oh, that makes sense.
You're very unscripted.

Speaker 2 (15:35):
It really is.
It's on brand.
I was just going to say thatand just thinking of your book
Come as you Are.
In the back it says in a worldwhere we're conditioned to
believe without hesitation thatsuccess comes from following the
rules and expectations dictatedto us by others, I call
bullshit.
So I love that you talk aboutthat because it isn't following
the rules.
There is no perfect blueprintor game plan in the sense of you

(15:57):
have to do X, y and Z, and soyou're showing up fully in your
authenticity, which is why it'sso engaging and interesting.
I mean, imagine just beingeverybody else, right.

Speaker 1 (16:09):
Boring, yeah.
So it's tough to go against thegrain and be yourself, because
we're all conditioned to kind offall in line and people spend a
lot of time trying to fit in,which equates to being average,
so it's hard to stand out, it'shard to do something a little
bit different and I always tryto be cautious of other people's
feelings.
So I'm not one to be superpolarizing or to take a stand or
be political by any sense in mycontent.

(16:30):
But I do think if you don'tstand for anything then you just
fall into the mix of the noisethat's on social media and in
podcasting you stand for nothing.

Speaker 2 (16:39):
So then let's go into how does somebody really stand
out?
I mean, there's so many ways Iwant to take this, but I really
want to dive deep into those.
That first why should someonestart a podcast?
Like, why now, when there's somany podcasts out there now,
everyone has one, why now Isthere?
What real benefit is it tostarting one in 2025?

Speaker 1 (16:56):
I mean the basics, for one, you own the content.
Two, it's a searchable platform.
People can find your contentforever and always, as opposed
to something like social media,which is not yours and people
are not on Instagram searchingfor your content.
It's just not a search engine.
So either go all in onPinterest, go all in on LinkedIn
, go all in on podcasting.
But for me, creating a podcastactually freed me up in a lot of

(17:18):
ways with content creationBecause, though I like now
talking on stories and sharingand marketing, that's an
audience that's already there.
For me, it's already been builton social media.
The content I'm producing withpodcasting brings new people
into my world and then alsonurtures the current people that
I have with weekly new content.
That might be for them or itmight not be for them, and so

(17:39):
now, like you said, when youlook at my page, you see a lot
of stuff around podcasting.
That's probably turned a lot ofpeople off that used to follow
me back in the day for myfitness journey or for beauty
stuff.
It also gives me a ton ofcontent to promote on social
media, from the clips that I'mtalking about to the quotes that
I pull, to the blog posts I'mable to share on social media to
a newsletter.
I mean, you can chop up oneshort podcast episode into quite

(18:01):
a few pieces of content, whichis what people are trying to do
now which is create content, berelevant, show up.

Speaker 2 (18:11):
So in a noisy world of podcasting, there's what over
4 million podcasts now, howdoes someone stand out?

Speaker 1 (18:13):
Well, that's the thing.
That's like asking how do youstand out on Instagram?
It's the same To me.
Mark my words having a podcastis going to be as relevant as
having an Instagram account, andI said that a few months ago
and I really feel it to be true,because people thought that
about YouTube.
People thought that about a lotof other platforms that didn't
seem that relevant at the time.
Why would we need that?
I'm not getting on that.
Look at the kids who jumped onTikTok.

(18:34):
You know it's not, it's nevertoo late to jump on TikTok.
But when you look at things asI'll never catch up no, you
won't.
You'll never catch up to thefact that someone else has 1100
episodes and it's your day one.
But if you focus on what youhaven't created rather than what
you could create, watchingsomeone else's world explode and
take off.
Lori is a perfect example ofsomeone who, before she started

(18:54):
her podcast, she decided I'mgoing to show up on Facebook
live every single morning in myrobe with my coffee to see if I
have what it takes to createthis weekly daily content.
And she did that until she andthen she launched her podcast.
And if you go back on herjourney, which has probably been
about 10 years now, she's donea lot of different iterations of
herself throughout those yearsand she's taken people along the

(19:15):
journey.
The problem with Instagram isno one's gonna go down the
rabbit hole of learning aboutyou on your Instagram.
They're just not.
But with a podcast, if someonestumbles onto one of your
episodes and they like it, theycan binge listen to.
332 times I've talked on apodcast.
That's an insane amount ofcontent and support and value to
give somebody.
I closed a mastermind last yearsold out with a woman, one

(19:37):
specifically, who had listenedto my podcast for eight months,
and it wasn't about one thingthat I did differently on my
podcast to stand out, it was theconsistency of the podcast, the
fact that I was open to havingdifferent conversations on the
podcast.
That might be a little bit moredifficult for people to talk
about, and she heard what me andthis woman had to say and it
was whatever was said in thatepisode, which is hard to answer
the question you're actuallyasking me, but it was what was

(19:58):
actually said and the magic thathappens during conversations
that got her to tell me onInstagram hey, I've been
following you for eight months.
I see that you just launchedthis mastermind.
I'm in no context.
I'd never heard from her before.
She'd never posted anything onsocial media.
She's actually in the beautyindustry.
She jumped into a $6,500mastermind and spent the next

(20:19):
six months with me and we'restill in each other's world.
So that's the power of youshowing up consistently in your
authentic power, talking aboutthe things that light you up in
a genuine way, because peoplecan tell.
If you're trying to sellsomething that's not intuitively
aligned with you, that comesacross as fake and people don't
buy that shit anymore.
And that's a differentiatingpiece between social media and a

(20:40):
pretty aesthetic and real, trueconversations on a podcast that
can help somebody in the momenttake tangible action, feel less
alone, feel seen, feelconnected and feel like they're
a part of something bigger thanthem.
Maybe you're the only thingpositive that they got to hear
that day.
So there doesn't have to besome magic secret sauce of
inventing the wheel or beingsuper unique or different or
having some deeply compellingstory or some trauma bonding.

(21:02):
That needs to happen.
You can just show up and beyourself and bring light to
conversations that actually giveyou that in your stomach
because you're so excited totalk about it or you're so upset
to talk about it.
How my salon was closed and Ifelt like we were all being
unfairly treated, it pushed meto like create a voice for it.
It wasn't me thinking about howto be different or how to be

(21:23):
unique.
It was the fact that, like Ididn't hear anybody else talking
about this, and so I felt likeit was my duty to talk about it,
because I knew how to do it, Iknew I could figure it out and I
was angry enough to like bringconversation to it.
So sometimes you got to get mador you got to get out of your
own way.
You know it's interesting whatdrives different people to do
stuff like this.

Speaker 2 (21:40):
It became the catalyst for you.
Yeah, and that's in a healthyway, right, I love that.
And I hear you speaking whenyou'd mentioned about that woman
signing up from not evenmeeting her.
Yeah, I've had stuff onInstagram where I promoted the
heck out of and not had like onesign up, but on my podcast,
I'll have people reaching out tome from something I've said
I've never met them in my entirelife.
So I think it's very misleadingthat we have to have all these

(22:02):
likes and views and comments andconstant interaction for us to
think we're getting traction andgaining a client.
I think it's just a great,great point you made.

Speaker 1 (22:10):
And I think it all depends on what kind of business
you run, how quickly or howmuch you need it to scale.
As far as clients or downloads,I see a lot of people get
frustrated when they start theirpodcast and not getting enough
downloads, whatever thatsupposedly means to them.
If you're getting 20 to 50 newdownloads on your podcast but
you don't see a conversion, thatcould be a problem.
But if you're getting 20 to 50new followers a month on social

(22:30):
media, or 20 to 50 people arecontinuously ingesting your
content and want to be a part ofyour world, I couldn't even
handle that many new clientsright now.
I don't have a business thatscales like that.
So, with that said, I alwaysencourage people that what if
one person was changed by yourpodcast?
Would that make it worthy toyou right now?
What if one new Align clientcame in each month or each week

(22:51):
for you because of this contentthat you're putting out?
And fortunately we can't see whodownloads our episodes.
It's not like a like or acomment on social media, so you
really have to wrap your headaround this being the long game.
But you can leverage socialmedia to promote your stuff and
to get the actual engagementthat we all deeply crave.
We want to know that ourcontent's like hitting with
people.
I always, you know, beg at theend of my episodes.

(23:12):
I'm like your girl lovesvalidation.
Please somebody screenshot thisand tell me it was good.
You know, because, as contentcreators and people who just
like want to know that we'reconnecting.
You know, it's hard to have aconversation with yourself at a
camera for 300 times, you know,and you mentioned that many
episodes.
But I've also done another 300guest episodes on other shows as
well, and so, all that to say,I could be like, oh, it never

(23:35):
moved the needle for me, otherthan that one person told me she
da, da, da da.
You know people put too muchemphasis on what am I going to
get out of this?
It it's.
If you are into providing value, sharing your thought
leadership, establishing somekind of authority or expertise,
a podcast is where you need tobe.
I love that.

Speaker 2 (23:54):
So let's say, someone's mind block, just put
it out there, because I knowit's for a lot of people.
I would love to do a podcast,but I don't want to show up on
camera.
Do you think it's stillvaluable for them to go all in
on that?

Speaker 1 (24:07):
I do.
I think majority of peoplestill listen to podcasts just
through their ears, not watching.
I don't watch any video.
I'm not a YouTube person, but Ido create video content for my
podcast, mostly at home or at mystudio.
It's just me and the computerand I use that as clips for
social media.
Because why not?
I've recorded podcast episodeswith video with no makeup on at
four o'clock in the morningbecause I was awoken with some

(24:29):
download I needed to share.
You know other times we're infull glam right now, doing full
video production, but I thinkpeople are too over-consumed
with the perfect production thatit holds them back from
thinking I can just put amicrophone to it.
Majority of people started intheir closet on their floor with
their phone or with an Appleheadphones like that plugged
into their phone.
Angie Lee is a perfect exampleof this.

(24:50):
She has a podcast that's beenaround for about 10 years.
She's a top probably 0.5podcast podcaster.
She's created an actualphysical product and she's made
multiple six figures through herpodcast by recording in her
closet with no video.
To my understanding, she's neverdone a podcast with video Now
she shows up a shit ton onsocial media promoting herself
and her business and beingherself and being her own brand.

(25:13):
She rarely talks about thepodcast because in the beginning
, when she started 10 years ago,most people weren't doing video
yet.
You guys remember talk radio?
That existed on the radio.
You didn't get to watch videosof people doing that, and so I
think people again will find anyroadblock they want to not do
the thing that they're scared todo.
So if video scares, you giveyourself full permission to not
turn the video camera on.

Speaker 2 (25:34):
That is so encouraging Because even for
myself, when I reflect back onstarting this in 2022, it was
June of 22, I had been in frontof a camera for the last 20
years different ways, but I wasso scared to, like, sit in front
of a mic and just talk to acamera.
I'm like this is so weird and Imust have recorded probably
three dozen, if not more,episodes that never made it to

(25:57):
my podcast platform or on andthey're still in the archives.
Right, and I still do at times,and I think that's just.
It's not always easy, right,but when you're so passionate
about what you do, our messageyou have to share and we all
have something that's valuableto share.
Right, you in the beautyindustry initially and now,
you're helping so many people inso many bigger ways and we
evolve.

(26:17):
It's life.
Right, we're always changingand growing and evolving, so
naturally, the podcast is goingto change and evolve and grow.
So I love that you shared thatit can still be so wildly
successful without having to beon camera, because that makes it
a lot easier just to pressrecord and then upload.
Yeah, and then go OK, we'lljust pray and see how it goes,
but at least it's a start.

(26:38):
Yes, at least you're getting itout there and you're going to
train that muscle and you'regoing to get.
It's going to get easier andeasier and easier.

Speaker 1 (26:44):
And I bet you can make just as quality of content
with B-roll.
That could be very impactful togo along with your audio.
That clips that you can make onsocial media too Great point.
People love that.
They don't always want to see atalking head.
That's kind of boring sometimeson social media for clips and
you can get brave.
I'm sure eventually, when youget used to the sound of your
voice, to come on and talk aboutit in your stories in a safe

(27:05):
way to say hey guys, I recordeda podcast episode today.
It's all about XYZ.
Go check it out, Because I dothink if you're building a
personal brand, putting face tocamera is really important and
it is the thing that could setyou apart versus just being
another voice in the industry.
There's a lot of veryunattractive people who have
podcasts and they have theirface plastered all over their
thumbnail.
I'm just saying so.

(27:25):
If you're really worried aboutlike the visuals of it, or if
you're worried as a womanbecause you don't have your hair
and makeup done, it holds youback from making content.
You can actually let podcastingbe the thing that makes you not
have to get ready.
I have so many episodes where Idid just turn the camera off
because I knew I didn't want thevideo to be clipped.
I just wanted the audio out andI could sit 4.30 in the morning

(27:46):
, talk with my coffee because,girl, wait till you got me on
two coffees.
We're like going.
We're like you don't have toput me on 1.5 speed and I just
get out all this juicy stuff.
And it's so beautiful becausethen there's times where we
record content and we're sittingin full glam in the most
beautiful little studio.
It's like you can do all of thethings.
It doesn't always have to beperfect, and often the ones that

(28:07):
aren't perfect are the onesthat did better for me.

Speaker 2 (28:09):
Yeah, no, I love this because now it's encouraging me
to sit down tomorrow morningand just press record, yeah, and
just do an audio.

Speaker 1 (28:15):
Especially after a day of filming with people in
person.
You're on fire, your brain'sgot all kinds of things going,
and I always have the bestdownloads after I do an
interview with guests.
That's when I'll sometimesrecord my solos is because
there's still more.

Speaker 2 (28:33):
I want to say about that conversation, or that guest
got me fired up about three newthings that I didn't even know
I wanted to talk about.
It's really fun.

Speaker 1 (28:35):
Yeah, that becomes like this energetic, like pull
to, like expansion of all theseamazing downloads you're having
and you could even put a cameraright here with your hair in a
top knot, no makeup, little eyebag things under with some tea
and maybe a little mask on, and,just like you know, people want
to see all versions of us.
I think the polished version isgreat and people do want to see
something aestheticallypleasing, but again, like they

(28:55):
want to know you're a realperson and that you don't always
look so perfect, and maybe theycan relate to you even deeper
oh, this is so good.

Speaker 2 (29:00):
Oh great, no more makeup for Chrissy.
She's gonna have a makeupyou're gonna save me.
You're going to save me so muchmoney now.

Speaker 1 (29:05):
Thank you.
As somebody in the beautyindustry, I mean, I still put
makeup on to go to the gym, justsaying you guys.
So like I am that bitch thatalways has makeup on.
I tattoo my brows on, I havefake lashes on, I tattoo my lips
on.

Speaker 2 (29:26):
So you know, I just the good part.
Oh my God, this is so good.
So let's get juicy.
Let's see what is it going totake for someone who has no clue
right now to start a podcast,Because I want to encourage
everyone who's listening to thisor watching this like this is
your moment to shine, and itdoesn't, as you just heard from
Jessica.
It doesn't have to be thisgrand opening experience.
Buy all the fancy dancyequipment.
There's so many ways you can dothis, even on your iPhone.

(29:48):
I've actually recorded episodeson my iPhone before, so can you
just kind of take them downjust a very easy peasy road of
what it would take to starttheir own podcast.

Speaker 1 (29:57):
Yeah, I definitely think audio quality is very,
very important.
I think a lot of people want tosay it's not as important.
It is, I think, audio overvideo if you're starting out and
you had to say, pick one.
But our cameras on our phonesdo a great job.
I have an iMac at home that Irecord on with the camera that's
on that computer.
It's beautiful, it's prettygood quality.
I have a Shure MV7 mic that Ihook up into my computer and

(30:17):
that's all.
I have One ring light.
I don't use headphones, Iliterally plug that in.
I connect to a platform calledRiverside.
I record on Riverside, which isa platform you can actually
edit in there now and you canpull clips from.
What's really cool is, as Iinterview guests, there's a
little thing on there that I canmark clips as I'm going.
So I can, as I'm having apowerful conversation, document
when good shit's said, or evenif I'm doing a solo, I'm like

(30:40):
listen to what I just said, Iclick on something.
So editing has never beeneasier.
Creating content on the podcasthas never been easier.
There's host platforms alldifferent kinds you can find.
I use a platform called Podbean.
It shows all your analytics.
It tells you your statisticsand your downloads.
So, getting all that set up andthen as far as actually getting
your RSS feed, which is yourApple link, to be able to say

(31:01):
you're a real podcaster, youjust need a trailer, and it can
be 30 seconds to a minute, maybeit's a minute or two, but it's
basically the introduction toyour show.
Whatever your description mightbe for your show, that's what
your trailer should be.
It's an easy way to tell peoplewhat the podcast is going to be
about, what they can expect andmaybe who it's for.
So that's super important andyou can just drop your trailer
and record that, upload it.

(31:22):
You don't have to have a videofor that.
But again, anything additionalyou can add is just going to be
icing on the cake, and so thosefew things are going to get you
up and running.
Now there's deeper strategies tohow many podcasts you should
maybe launch if you're going tostart, how to do a fun launch
plan with, maybe, the peoplethat you have in your inner
circle, or if you have a team orpeople to leverage.

(31:43):
I speak a lot to that in mypodcast course on how to
leverage the current people thatyou have or the audience that
you have bringing them along thejourney, getting them excited,
promoting it on social media.
But to actually just getstarted, a good microphone, a
decent camera, decent lightingand just the platforms to upload
and host on.
And so I have free resources.

(32:03):
If everybody wants you know,you can basically almost start
one for free.

Speaker 2 (32:07):
Exactly, it's not that hard, but can you share
those resources for them tocontact you?
Yeah, for sure, as far as wherethey can reach out.

Speaker 1 (32:13):
Yeah, I'll give you a link.
So just at Jessica Bergio onInstagram, send me a DM if you
heard this podcast episode andI'll chat with you more, and you
can also go tojessicabergiocom'll have
everything in the show linksbecause I always hook you guys
up.
Yeah.

Speaker 2 (32:24):
Make it super easy, easy peasy.
So let's talk branding then.
So we kind of got the basicsdown of podcasting why it's good
, why everybody should do it,how easy it is to get started,
how important is it to nail thatbranding Just out the gate,
with that too.

Speaker 1 (32:38):
So what we found when we ran the agency was that a
lot of people didn't havebranding set up for their
business yet, and so when theycame to us to want to launch a
podcast, unfortunately there wasno branding to go off of, and
so, as a podcast productionagency, we then turned into a
back-end branding agency, whichis difficult when you don't know
someone's business very wellyet.
It's one thing to do productionon an edited show.

(32:58):
It's another thing to buildsomeone's whole brand out
whether brand ethos, there'scolors, there's fonts, the vibe,
like all of that.
And so I quickly realized thatso many people wanted to start a
podcast before they actuallyhad a business, which is totally
fine.
I mean, podcasting can be acreative, fun outlet.
You don't have to have a lot ofyou know clarity on what you
want to do with it.
It literally can just besomething fun.
But for those who want to takeit seriously and use it as the

(33:21):
top of funnel of your business,I would say to match it with the
branding, to make sure that itmessages with your maybe
potential book or whateverpeople are knowing you for.
Is there a keynote that peoplepay you to come and speak on
stages to do.
Is there a group of people thatresonates with your message?
That tagline should be in thetitle of the thumbnail or your

(33:41):
podcast.
What are people searching inyour industry?
What are the things they'reputting into Google?
What are they putting intoApple or Spotify when they're
looking for shows?
I know a guy who was looking onways to be happier and he
stumbled upon a podcast calledEarn your Happy and he was able
to find somebody's reallypowerful podcast and it changed
his life, if I'm not mistaken.
So there's things like thatthat you can put keywords into

(34:03):
your titles to be able to findthe content that you want.
So reverse engineering thatwith branding.
How do you want to be known?
How do you want to be found?
Now I gave you the example ofmy show being called Unscripted.
Nobody's Googling how to beunscripted on Spotify or Apple,
but they are Googling JessicaBergio now, which is kind of
cool because I've leveragedsocial media and my podcast.
So because my name's tied tothe podcast, they find my show.

(34:26):
So there's different ways tokind of reverse engineer that.
But as far as branding, younever know where the podcast can
take you.
I think a podcast is a personalbrand accelerator and a brand
builder.
It's the best way to buildrelationship capital.
Having an hour-longconversation or even a 30-minute
conversation with a guest opensup so many opportunities.
I've been introduced to thenext person I needed to meet or

(34:49):
the next person I didn't have acontact for to interview for the
show, and that's led down somany cool roads, and I think
relationship capital is thenumber one reason why somebody
should start a podcast.
I think solo episodes aremassively impactful and people
want to know you for yourthought leadership, but they
also want to know who you knowand you don't know everything

(35:09):
and you don't have to.
When I learned, I didn't haveto know everything.
I just kind of had to knoweverybody.
I was like, oh, I could meeteverybody, I love people, and so
if you love people and you lovehaving conversations and you
love being kind of nosy andcurious, podcasting is such a
good platform.

Speaker 2 (35:26):
I couldn't agree more .
I've created a large communitythe last three years,
specifically from podcasting,that I never would have ever in
my life been able to meet.
Tell me something about that.
Give me an example.
So here's a great example.
So on Instagram, as you know,you can build your community.
It takes some time, dependingon how much you want to show up
and what kind of relevantcontent you're promoting.
Yet I feel like there was aceiling with it.
I don't know, I can't evenexplain it.

(35:51):
It was more of, oh, they likedmy post, hey, nice to meet you.
So-and-so Thanks for commentingand all the things.
And then, when I got intopodcasting, I'm like, oh my gosh
, because I know I run the sameway as you, I'm doing it right
and all in.
It's a business for me in thatsense of showing up very
packaged and all the things.
And I reached out to a fewpeople and said this is my
podcast.
Of course we'll join you in aconversation.
I would never have had thatoutlet prior had I not had a
podcast.
So a very top fitness guy inFlorida, david Morton so like

(36:15):
David, is a great example.
Why would he?
Just?
What was the purpose ofInstagram if we were just
connected on Instagram?
Now I have a platform for us toshare in conversation, to dive
deeper into his story and togive inspiration to my listeners
and audience.
There's now a purpose, right.
I feel like Instagram.
There's just not that layer.
There's no real purpose, there'sno depth with Instagram like

(36:38):
that Exactly, you can't go deepwith Instagram, so, yeah, things
like YouTube Great.
Another example if somebodywanted to create a show, like I
had many years ago in Arizonacalled Spotlight in Arizona Same
thing it was a talk show.
I interviewed people, I wasable to go deeper.
So I just wish I would havestarted podcasting so much
sooner.
But back in the day everyonewas like, okay, podcasting,

(37:00):
nobody listens to podcasts.
This is like back in, like 2011, 2012.
This is like no one was goingto sign up for Instagram.

Speaker 1 (37:04):
And now?
That's why I say it the way Ido with podcasting, because if
you have any sort of like littlesomething in you that wants to
start a podcast, like I wouldsay, just do it, be consistent,
put content out there.
There'll be differentiterations of what you want to
talk about and share, but itdoesn't have to be scary.
It's not scary to just talk tothe camera.
I mean, how many times have youhad a conversation with a

(37:24):
girlfriend?
They're like, oh my God, thiswould have helped so many people
.

Speaker 2 (37:26):
Just this morning with Brianne we sat in the chair
talking about real life stuffand we said, hey, are you
recording?
No, Dani, wasn't recording.
Dang it.

Speaker 1 (37:44):
You know, it's things like that and I had a perfect
example as a hairdresser friendof mine I knew for years and I
knew that she is so funny shewanted to do so.
She's a little bit shorter anda little bit thicker and she had
a really tall, thin friend andthey wanted to do examples of
like outfits.
So they were going to be likethe two that like wore the same
outfit and then talked about itand just their perspective on
life, and they had such a greattheme for the podcast.
But the taller girl didn't wantto do the podcast.
She was scared.
And so, my friend, I said whydon't you just start it on your
own?
She's like well, the wholeconcept and she had all these
blocks.

(38:04):
Finally, I dragged her to myhouse one day and I said you're
going to sit next to me andwe're going to podcast together.
And she's like oh my gosh, shewas so nervous.
She was like literally shittingher pants to get one out of the
way and see that it's not thatscary.
We're literally in my thirdbedroom recording and, sure
enough, she found somebody elseto team up with and they are now

(38:25):
in the running for like bestsports podcast, because she's
obsessed with sports.
They love reality TV.
They got a different theme andconcept because I think she
needed to wrap her head aroundsomething where she could just
kind of gab, and they literallyhave found the thing that lights
them up so much.
They giggle on the podcast.
They're having so much fun.
It's like two girls kind oftalking shit about different
shows and their favorite likeactors, and then different
sports players and people theyhave crushes on and I mean it is

(38:47):
so entertaining and I'm I couldnot be more proud of her and
I'm just like this is it Likeshe didn't have to become some
expert in something.
She didn't have to pretend tobe somebody she wasn't.
She's literally having thefunnest time.
They do it all virtual.
They get all glam with theirlittle headsets on and their
matching backgrounds and I meanit is like it actually inspires
me so much.
They came and shot photos for itin my studio and I'm like I am

(39:09):
just my mouth on the on thefloor and I'm like you didn't
even ask me for help.
She's like well, I've beenwatching you, I didn't have to
ask you for help, I just wantedto get in to be able to play
with them.
I'm like are you going to haveguests?
Can I be a guest on your show?
And that's when you start doingfun things that are high energy
.
People don't care if you're onepisode one or episode fucking

(39:30):
5,000.
They want to be a part ofsomething that they're fired up
about or that you're excitedabout.

Speaker 2 (39:35):
I love this.
This is so good.
Right now, I'm telling you likeI have been playing too small
in my podcast.
I'm telling you, jess, you'vetotally inspired me, so let's
talk more about what you offer,because it is scary and, like
you just mentioned, you wereable to inspire this woman to go
out and do her own thing, andnow she's just doing all the

(39:58):
things.
What do you do Like whensomeone comes to?

Speaker 1 (39:59):
you and says, hey, I want to work with you.
Like what does that look like?
Well, I do a variety of thingsand I'm going to be totally
transparent on this, because Ithink it's really fair to, as a
coach, talk about your strategywhen it comes to finding aligned
clients, and this is somethingthat's taken me about the full
six years into this new versionand pivot that I did back in
2019 was to try different thingson and different versions of

(40:19):
what would mentorship look likeif I was to charge like a quote
unquote coach, how would thattransaction feel good for me and
for the client?
And I was so stuck on what isthe transformation I'm gonna
give my clients?
Early on, I'm like what do Iknow that could help people that
they would wanna pay for?
And so I started with where Iwas at.
I created a coaching programfor hairstylists who wanted to
make six figures.
That evolved and then, throughthat, you know, I got hired with

(40:47):
Chris and Lori, got to coach avariety of different
entrepreneurs.
I got to test all differentthings.
What do I like to talk about?
Ultimately, it was strategy andI was like what a weird thing.
I'm such a creative and aPisces and I'm just like they'll
ebb and flow and do whatever.
And I'm like, how do I createstructure around this?
But I'm known for my ideas.
As a projector in the humandesign, if you don't know, we're
meant to be the guide, and sothere was always this intuitive
knowingness of I know things.
It was like when a hairdresserwould start at the salon.
I'm like, oh, she ain't got it.

(41:07):
How would I know that?
I could just feel the vibe, theenergy.
Was she excited, was she not?
And then there'd be people whocould barely hold.
Then you're not going to havesuccess.
And so for me, with coaching, Iallowed myself to try different
things on, and so now I sellpodcasting.

(41:31):
But that comes with the mindsetwork around shifting your energy
, stepping in and embodying whoyou are as a leader, as a
beginner again, because you'regoing to be new.
Episode one is you're brand newat this, and so for a lot of us
in our 30s, 40s and 50s, that'sa little intimidating, because
maybe you were really good atsomething before and you didn't
have to try and you'd alreadycrossed that threshold of pain

(41:52):
of being new and kind of suckingat something or something
failing, or you thinking like,oh, if I start this, everyone's
going to buy it, everyone'sgoing to join.
Well, the harsh reality is theyprobably won't right away,
because they have to get to knowyou and if you didn't take them
along for the journey, like apodcast and social media can do,
they're probably not going tobuy from you and they're going
to just comment like, oh, you'reso inspirational, I love your

(42:13):
content, but they're never goingto work with you.
And so, for me, I didn't wantthe pressure of quote unquote,
just life coaching and businesscoaching.
I was like I want to sellthrough the lens of being a
podcaster.
So the one through line ofeverybody that I work with is
you have a podcast or you wantto start a podcast?
Now we can dig into personalbranding, embodiment of your
offers.
What does your funnel look likefor your business?

(42:34):
How can we ideate on coolthings so you can diversify your
income?
Then I get to I, because youshould do what's aligned for you
.
I get to do the things I loveby way of the podcast, right,
and the podcast being thevehicle that I pitch and sell,
which is easy for me to talkabout, but, in truth, was really
hard for me to choose a lane toonly talk about one thing and

(42:56):
become known as the person forthis said thing again.
Because I felt like, oh, I'mjust the hairdresser, because I
had that mindset when I wasyounger.
Oh, I'm just the hairdresserbecause I had that mindset when,
I was younger.
Now I'm just going to be thepodcast coach.
I feel so small.
I'm like, oh fuck, it's assmall as you make it.
What if you're the podcast?

Speaker 2 (43:11):
coach right.
How does that?

Speaker 1 (43:13):
tonality just changes everything.
When you tell yourself I am thego-to person for podcasting,
I'm not just another podcastcoach, and that's the energy
behind a podcast, are you juststarting another podcast or are
you going to be the go-to personfor the thing you want to talk
about?
Or can you talk about a thingthat's very relevant for a lot
of people and there might be alot of shows that are similar,
but you're going to tell it fromyour unique experience and lens

(43:34):
.
That's good enough and you candouble down on that, and I
guarantee, wherever you start,you're going to end up in a
totally different place than youstarted.
So just take the freakingpressure off.

Speaker 2 (43:44):
I love this.
You know what I'm thinkingright now?
I don't know of a podcast coach.

Speaker 1 (43:48):
Oh you're the only one.
Well, now that I say it to myphone, every other ad on my
phone is a podcast coach, apodcast studio, a podcast,
something I'm like.
You're the only one I know.

Speaker 2 (43:57):
Well, great Hope everyone in your audience only
knows this one too.
That's huge, and your studio isin San Diego.
Yes, and is it a podcast?

Speaker 1 (44:04):
studio, or is it?
Yes, against my better judgmentand my former fails, I have
reopened a creative space calledCreative House SD.
It's where we host small,intimate events.
We can host about 50 people inthere.
I have my podcast studio inthere and on Wednesday, which is
this week of this week,whenever this episode comes out,
I'm in full build out of my ownpodcast studio.

(44:27):
Finally, so that I can set uprecord and help other people
create content, with thecoaching that comes with being
able to hold their hand orpodcast with them, or create
content that you know lives onin other forms.
It doesn't always have to be inthe form of a podcast, it can
be just great content for yoursocial media.
So that kind of stuff lights meup is getting people
comfortable in front of thecamera and you know, oftentimes
I'll do hair and makeup for themtoo, While I'm warming them up
painting their face.
I get them all ready for youknow, come on, we start talking.

(44:49):
Sometimes we turn the camera onbefore they know it's on.
It's a fun way to kind of getpeople out of their own, out of
their own way.

Speaker 2 (44:54):
There's no excuse right now that someone cannot
start a podcast.
Like we have gifted them withall the tools and if you wanted
to go big in production, thenyou can use, like my production
team, the Good In Media, brianneand Dani are amazing.
They're the best.
The best.
I mean that's why I work withthem, but they are and it's so
fun to actually, I feel likeplay with different levels, you
know.
So like having that super high,amazing in-person production.

(45:17):
But then also, like you justmentioned, which I'm going to do
this week because I'm going tochallenge myself doing something
so just like grassroots barebones, like hardly any makeup,
maybe showing up at 4 am with acup of coffee and having a real
conversation solo.
So I think there's just nicelittle ways you can kind of
weave in all different elementsof podcasting.

Speaker 1 (45:37):
And what is scary sometimes for people and this
happens in entrepreneurship alot too is there are so many
opportunities and so manyoptions that y'all get like in
your own way with thatindecision.
It's almost like sooverwhelming oh my gosh, I could
do this, I could be that Icould go here, I could go there,
I could do it in my pajamas, Icould do a high level that you
can't make a decision becauseyou're giving yourself so many

(45:58):
opportunities and chances.
Pick one thing start whereyou're at.
If you don't have a huge budget, just use your headphones and
your phone.
If you do have a budget to playaround with, go high, hire a
media company.
I mean, meet yourself whereyou're at, wherever it's going
to stretch you just a little bit, but comfortable enough that
you'll stay consistent andyou'll actually do the things
you say you're going to do andthat's true to be with anything,

(46:19):
whether it's a podcasting,showing up on social media,
starting your business, creatingany sort of content, like do
what you can with what you have.

Speaker 2 (46:30):
Just get started.
That's the name of the game.
It really is getting startedputting one foot in front of the
other.
Is there a pace you feel thatis a better formula than others,
like, for instance, one a week,two a week, like if you can
stay consistent.
I'm saying like if you canreally be consistent with it is
what's the secret sauce formula?

Speaker 1 (46:43):
Seven days a week, every day.
Listen, my buddy, mattGottesman, is up to, I believe,
four or five episodes a week.
Matt puts out 15 to 20 minuteepisodes.
He produces his own show.
He doesn't have any fluff, hedoesn't use a camera.
No video, just audio.

Speaker 2 (46:59):
I know Matt, everybody knows Matt.
I didn't know he had a podcastBecause you don't see that
online.

Speaker 1 (47:04):
You don't see it on Instagram.
The content that he pushes onsocial media, though, drives
traffic to a lot of his otherwork, and so Matt's a writer,
and Matt wants to be known forhis thought content.
The podcast has blown up Now.
Truth be told, he started apodcast back in the day with
Case Kenny.
If y'all know who that is, he'sthe guy who puts those like
quotes on coffee mugs or he'llput like posters on things.
It's just like his hand.
They started a podcast yearsago and so, in a competitive

(47:27):
nature, they split up, and Mattwent on to create his own
podcast, and it has always beentrying to kind of he'll let me
say this catch up with Case, andCase has hit some sort of
algorithm where it's the content.
They pump out a ton of content,and they just they don't
produce it at a high level likethis.
It's all about how much contentcan you get out, how much of
your thought leadership can youput on the internet, pen to

(47:48):
paper?
He turns a lot of thosepodcasts into blog posts, into
his weekly or daily newsletters.
He's built a community onSubstack because he likes to
write, but for the rest of us,one time a week is awesome If
you can be consistent and yourfollowers know that.
Every Friday, like I do on can Isay FUF Friday, I put out an
episode.
It's what I'm kind of known fornow, and at one point I was

(48:09):
doing three episodes a week.
I had a co-host every Mondaythat I that I recorded with.
That really lit me up she's agood friend of mine and then I
would do a solo and then a guestand I had that cadence for
quite a while and I think in themiddle of it all that's what
really grew the show.
Now I'm back to one episode aweek and I feel like that feels
really good for me.
I'm able to talk about thatepisode several times throughout
the week on social media topromote it, and I like that

(48:31):
cadence.
It doesn't feel too pressure.
But I would strongly suggest ifyou could do two a week, that
would be amazing.

Speaker 2 (48:37):
I love that, because two week is not real hard when
you think about it.

Speaker 1 (48:40):
It shouldn't be, especially if you have a guest
and then one solo.

Speaker 2 (48:42):
Do you find a sweet spot for time, For instance, 12
minutes or under, 15 minutes orunder?
Is there a certain sweet spotthat you think is?

Speaker 1 (48:50):
I think I've been researching a lot and I ingest a
lot of like content that peopleput out around podcasts and
best practices.
It's around 20 minutes, 15 to20 minutes.
I mean.
Think about how long eye frompoint A to point B during your
day.
How long do you usually go onwalks for?
That's usually how I'll judgethat.
I find my shorter episodes doreally well because people are
like, oh, 12 minutes, I canlisten to that and especially if
you listen to me on 1.5 speed,you'll get it done in like eight

(49:11):
minutes.
But there's often times whereI'm on the plane and I want you
know like the diary of a CEO.
He goes like an hour and a half, sometimes sometimes two hour
podcasts.
Often you can chop thoseepisodes into two.
Say, you have a really greatguest and you're just riffing
and having the best time, find aand you know that's maybe going
to happen.
I would cut that episode in halfand I would put out a two part,

(49:32):
like Jess talked aboutpodcasting for the first half
and then we're going to get intolike motherhood and life and
personal shit in the second half.
So it's easy to chop up contentlike that if you have the
foresight that you might goalong with somebody, but I think
the shorter episodes are whatpeople are kind of attracted to
right now, because we all havesquirrel brain and a lot of
people feel like, oh, I listenedto three podcast episodes today

(49:52):
, so I like check this big boxrather than I listened to one.
I don't know, it's a weirdmarket, but if you know your
audience and you know yourcommunity, ask them what do they
like?
Do they like hearing you go onand on for an hour, or do they
like the short bits where you'rejust dropping some knowledge
and getting them inspired totake action that day?
I don't know.
It all depends on what youraudience wants.
So take a survey.

Speaker 2 (50:11):
Yeah, oh, ok.
So now she just basically toldme what we're going to do with
this episode, so we are going tomake it part two.
I love it.
See, the subliminals that comein.
I pay attention.
That's my sweet spot.
See, I'm all about subconsciousreprogramming and
transformational therapy.
My program's called Rewire,rapid Rewire, so you just did

(50:32):
one in me.
Before we go into part two, Iwant to touch on an area that we
haven't touched on, which isall the people that do have
podcasts right now.
Which is all the people that dohave podcasts right now.
What do you recommend ingeneral, because this is a very
wide, open question onrebranding possibly and the
reason I'm asking this isbecause I've seen more people in

(50:52):
the past two months now changethe name of their podcast,
whether it was, say, forinstance, who comes to mind is
Amy Porterfield too, like shejust changed it now to the Amy
Porterfield Show, and I've seena lot of people my friend here
locally changed hers to her name.
Is this because of the searchengine that people are doing
this Like?
Is there a way to kind of guidethat process?

(51:14):
Is it the time to rebrand?
Is it not the time to rebrand?
I guess, just if you can takeus along that guidance as far as
getting your podcast moreexplosive, if you will.

Speaker 1 (51:25):
Yeah, I think what was really cool about watching
someone like Amy Porterfieldshift is because she became
known for one thing onlinemarketing.
That was a Googleable, seooptimized show title, and she
delivered year after year afteryear.
It was what she drove trafficto.
It was the one thing she talkedabout.
I don't know if she had a dog.

(51:46):
I didn't know if she wasmarried.
I didn't know anything reallyabout her.
She wasn't at the time buildinga personal brand, she was
building a business.
Now she obviously sees theimportance of a personal brand.
There might be other things shewants to talk about now or
other directions she wants totake her business.
So by creating it and turningit into her name, people know
her now.
They know her for one thing,but now she might want to be
known as something else.
Maybe she wants to sell thebusiness, who knows?

(52:06):
And so when you see people gofrom, say, a name of a show into
calling it their name, I thinkit's because they've leveraged
other platforms or they'vebecome known as that name, and
so the name holds weight and weknow somebody.
Our other mentor, lori's husband, chris.
He started this show, calledFor the Love of Money, and he
paid $25,000 for that name onGoDaddy, for that website domain

(52:28):
and for the name of the podcast, and then quickly realized that
he wanted to build a personalbrand and he wasn't just wanting
to be known for financialadvice and now he does so much
more than that and so herebranded and changed the name
to the Chris Harder Show,because people know Chris Harder
and while he wants to still beattached to the money mindset
game, it's not all he wants tobe known for.
And I remember Lori kind oftalking about wanting to change

(52:49):
her name as well to maybe evenjust her name.
But because so many peopleresonated with the message of
earning your happy and beinghappy and the kind of underlying
tone that she brings to hershow, which is basically get the
heck out of your own way andsharing the hardships that she's
gone through to create and findhappiness through anxiety and
all that, it's still veryrelevant to the content she
talks about, but it also drivestraffic to the other stuff that

(53:11):
she's doing.
But she's rebranded as far aswhat the page looks like, what
the thumbnail looks like, whoshe is.
It's a different iteration ofLori now and I'm here for it.
I love when people change thingswe all want to see what the
latest and greatest is.
I want to see what new outfityou're wearing or the new
haircut you have, and so it'sokay to change your thumbnail.
But the thing is, you do wantto kind of keep some sort of
steady branding, so being kindof you know, aware of when it's

(53:35):
time to bring.
I don't want to rebrand everymonth.
You want people to have arecognizable something or other,
whether it's your colors, yourfonts, the picture of you.
I guess, until you're at thepoint where everybody knows who
you are, I mean, joe Rogan couldchange everything.

Speaker 2 (53:47):
Exactly.

Speaker 1 (53:48):
We would miss that crazy picture of him on his
thumbnail.
It's so appropriate now, sowild Right.

Speaker 2 (53:55):
He's on drugs in that picture?
Yeah for sure he did some bufoon that one.
So what if somebody has a brandbut they want to rebrand is?
Do you think that's a smartmove?
And and if so, like?
I guess what I'm getting at isI know I have a lot of people of
late that want to now do theirown name of their own show.
Is that the right move?
Only if they want to do apersonal brand.

Speaker 1 (54:15):
So listen, my original Instagram name was boo
boo bergio.
I mean, I thought that was themost amazing name ever for an
Instagram account until one dayI was sitting in I don't know
what kind of probably a socialmedia class and the guy at the
front of the class was like, ifyour Instagram is not your name,
you're an idiot.
I was like, oh right then andthere changed it to Jessica
Bergio and luckily I was theonly Jessica Bergio.

(54:36):
That was like 10, 7 years agoand I remember thinking like I'm
so glad my name was available,I better check if my domain's
available.
Is jessicabergiocom available?
And then at one point I mean Iguess I could change my name on
the podcast to the JessicaBergio Show if I wanted to.
But when you think aboutrebranding, ask yourself the
question of are you trying toattract a different audience?
Are you out of alignment withyour current audience, with the

(54:58):
current branding you have?
Do you just feel like you'veoutgrown that branding?
Maybe you used to have red hairand now you're a blonde?
Definitely change your branding, you know what I mean.
But are you now a differenttype of business than that?
Those pop pinks don't go withmaybe the brand aesthetic you're
moving into.
I think those are justquestions to ask before you
think about rebranding just forthe sake of rebranding.

(55:19):
I think being a constant insomeone's life and being kind of
consistent has a lot of weighttoo.

Speaker 2 (55:27):
For sure you know that's great advice.
So we're going to segue intopart two, because, well, you
told me to I love this.

Speaker 1 (55:36):
I got two episodes out of this.

Speaker 2 (55:38):
Guys, take note.

Speaker 1 (55:39):
And I want to touch on one more thing for podcasting
.
When it comes to that, ifyou're just listening to this
episode and you're like, okay,god, I feel like they're
pressuring me into starting apodcast, listen, you can become
a very well-known thought leaderin the podcast space as a guest
as well.
Guests are just as important asthe host.
I believe.
If you become a very puttogether guest and you want to
be known for one thing, let'sjust say it's podcasting.

(56:00):
To be known for one thing,let's just say it's podcasting.
I get asked to be on shows nowto talk about podcasting, but I
also get asked to share about mypersonal stuff and my life and
how I got here and the brand,and you know I get to take
people along the journey on as aguest on someone else's show,
which is such a privilege, and Iknow I have that privilege now
because I have the podcast.
But also you can create thatrunway for yourself, leveraging
your social media and pitchingyourself to podcasts, which I

(56:21):
also have a pitch sheet for youif you want, because it's not
just like hey, do you ever needguests?
That's so cute, but it doesn'twork with high level podcasts
anymore.
Great point, just saying.

Speaker 2 (56:31):
Yeah, no, I like that you mentioned that, because not
everybody needs to start theirown podcast necessarily, but
hopping on is huge value.

Speaker 1 (56:39):
I mean, if it's an absolute no, for you to not
start one.
There's a powerful way tobecome a very powerful guest on
someone else's show and add alot of value to their show.

Speaker 2 (56:51):
No, I love that you shared that.
Thank you so much.
Yeah, this has been such awealth of information.
Good, and you know your shit,girl Dang Thanks.

Speaker 1 (56:55):
Well, we're sitting in a room with two of my peers
who have also, you know, donethe most on learning how to
support people with theirpodcast, danny and Brianne, how
the good in media are producingthe show.
It's through collabs andwatching other people like do
different iterations of theirbusiness and work.
That's inspired me to keepgoing and do things and we don't
do the same thing but we dosomething similar and so I think

(57:16):
when you can find people to runwith that also believe in the
kind of work that you do.
It helps you to find purpose inthat and to find community.
So, no matter what you're doing, find your people.

Speaker 2 (57:26):
Immensely.
I just talked about this withJillian Murphy prior to this.
And same exact thing like findthat community, find your tribe,
yeah, and run hard.

Speaker 1 (57:33):
Yeah.

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