August 14, 2023 • 10 mins
Best bits from Pat's episode - full episode here on Spotify, Apple, and more.
The 4 Step framework of getting people to know what's there - tease them, tell them it's tomorrow, tell them it's here, and then remind them - it's still there.
And another learning from radio - say it in a sentence.
Enjoy this best bit! If you want the full ep, it's here on Spotify, Apple, and more.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
I'm going to tease everyone Yep, I'm going to tell
them it's tomorrow.
Yep, I'm going to tell themit's now, and then, yep, I'm
going to tell them it's stillthere.
And here's a highlight, here'sa quote.
Speaker 2 (00:09):
Hold up, I'm going to tease everyone.
Well, I'm going to tease you.
I'm going to tell you it'stomorrow and then, now it's
tomorrow, tell you it's here,it's right here.
I'm going to tell you it'sstill there, still there, go
back Listen.
Speaker 1 (00:20):
If you missed it, was that stories post, just however
or both, like you know because,stories was a huge, like huge,
huge thing, as it is now, youknow, now we've got, like you
know, as you know, there'salmost campaigns designed, you
know, primarily for stories,right, without there having to
be a great post, whereas backthen we were still kind of, you
know, toying with that idea.
Speaker 2 (00:40):
Such a good way to look at it, though, Like I
actually have never even lookedat it like that consciously,
Like.
I think I think you could lookat stuff I've done.
But I would have done that orlike someone else might be
listening.
But I've done that, but I'venever consciously been like oh,
tease them, tell them it's likealmost here Again.
Speaker 1 (00:55):
Tell them it's still there.
It's a radio thing, right.
Speaker 2 (00:58):
So, my God, I think that's the gym, so that's the
gym.
Speaker 1 (01:01):
Next time you're listening to the radio.
Speaker 2 (01:05):
That little thing, on that little.
Speaker 1 (01:07):
Next time you're listening to the radio, and if
you so happen to be in a car,for you know a 30 minute period
if you're in traffic just don'tgo spot a fire, don't listen to
podcasts or whatever.
Just chuck your favorite radiostation on Ideally a music one.
Yeah, I could see the edge,flavor, mind, whatever, yeah
listen to the radio and listento how they start the air and
(01:30):
then how they work their wayaround a half an hour.
I'll start the hour by teasingyou.
This hour, your chance to win$15,000.
I'm going to play a new songfrom Diddy Up.
Next it's the new DJ Khaledsong.
Justin Bieber on flavor.
Oh my God.
Speaker 2 (01:43):
Right, it's like you're back.
Speaker 1 (01:44):
We've teased you.
So this is what's happeningthis year Don't go anywhere.
Then the next one it's aroundlike Up.
Next your chance, 15,000.
I told you before we'll do itnext.
Don't move.
You're DJ Khaled, play the songand then I'm going to do the
competition.
Right now.
Give me a call.
I wait 104.
Flavor, your chance to win 15grand.
I need call of four.
(02:05):
Ring me now, yeah, and thenthree songs later, if you missed
it, I gave away $15,000.
Don't worry, or do it againtomorrow.
More deeds at flavorconz.
So that's your 40 minute pan,right In a radio world.
So comms is just radio, radiois just comms.
Like that's what I would do.
I'd go, it's confirmed theguest and then we're done.
We've recorded it, it's done.
(02:26):
I'm going to tease everybody.
Hey, you know that.
That hunk of a man on the wing.
He's coming up and everyone'slike yo and often that would be
the post that got the mostengagement because it peaked
everyone's interest.
Oh shit.
Speaker 2 (02:41):
Not good.
Speaker 1 (02:41):
Not good, really.
Tony Trad, holy shit.
And then tomorrow, like that'slike, oh sweet, don't miss it.
This is before reminders on IG,right?
So they didn't have that at thetime.
And then we'd post it onlinenow Listen, boom.
And then I'd wait about a day,two days maybe, but it would
always be the cycle, because youdrop it.
Wait a day, have a look, havewe hit 1,000?
(03:04):
Yeah, we're good, I had sweet.
Speaker 2 (03:06):
That must be so nice man.
Speaker 1 (03:08):
It got it, it got um it was unhealthy for a minute.
Speaker 2 (03:12):
It's me one day, one day maybe.
Speaker 1 (03:15):
I put.
You know, the thing is, though,I always wanted to be better
than the episode before.
Mm.
Like I wanted, which was notsustainable.
Once you started hitting thebigger names, mmm, it's like
yeah, yeah, yeah, but some wewould like, um, we wouldn't, we
would have um, I did a, I did.
The guy from FIT, the old fella, yeah, that was the dad like
(03:39):
and I don't mind telling himthat, like it was me, my mum and
you know the neighbour thatlistened to that, like no one
even listened to it straightaway.
They all went back it mighthave been by accident came up
next and you know apple orwhatever um, there was actually
so much value in that, um, inthat episode well, there would
it be?
Speaker 2 (03:57):
yeah, because he talked about eligibility.
Speaker 1 (03:58):
You know what's happening around the world with
covid blah blah and it wasn'tuntil, like, people went back
because they'd run out of otherepisodes to listen to and then
went back and listened to him.
Keep forgetting his name um oldfella nice guy told me off
actually in the end fun fact, ifyou go back and have a listen
to it there's a bit at the endwhere I'm, like you know,
rounding it out.
Thanks for your time, oh god,oh god, hey, pat, if you could
(04:20):
just stay on the course wheneverchat with you.
And then I was so lazy I didn'tneed it to that and then I was
like yeah, you're sweet so Istopped pushing record in.
The next one was like how dareyou?
blah, blah.
That was pretty funny.
And then the bro tip, uh, youknow, mrs Rhee was like what do
you want to talk to you about?
The end, and I was like, ah,you wanted to give me the whats
up.
And even even now, um, peoplewill like say, oh, what do you
(04:42):
want to talk to you about?
Oh, that's because I left it inyeah, it's gonna annoy me now
if I don't get his name yeah,well, I'll let you come back to
it.
That that's like like Bill Kerr,bill Kerr, there you go.
Sorry, sorry, anyway, as youwere Bill Kerr.
Speaker 2 (04:56):
I listened to the radio.
This.
I did this a couple months agoand I was thinking about, you
know, bringing the podcast back.
I was listening to the radiobecause I was like, when you
think about it, the radio hasbeen around much longer than
podcasts, long time and it'sstill around.
And like they have hell ofmoney, like it's all.
It's all fading and fading, andfading and fading.
But, like you know, you listento your everyday podcast and
(05:18):
it's like, oh like, if it'sremotely successful, there might
be a podcast.
If it's hella successful, it'slike, oh like.
You know, like, go buy my merchor my course or something yeah
like you listen to, like youraverage radio station.
It's like literally, like yousaid, we've got five tickets to
R&V.
Call us like and we're doing itevery day this week.
Yeah, and I was like the waythey mark it on there is like so
(05:40):
good yeah it's um.
Speaker 1 (05:43):
It's pretty lessens the tag from radio, you know in
because prior to um, even Imight have even been before.
But like radio or newspapercan't remember which one I want
to say it's newspaper.
But radio is like OG, likeJesus was on the radio, like you
like because it's been around along time ago yeah like, and so
, even in a situation like youknow, one day I'll end up back
(06:07):
on the radio.
I can just feel it, you know,it's just like my purest love
you know, before touch there wasradio.
Yeah, and one day I'll you know,I'll figure it out and I might
get my own show or whatever.
But I don't know.
I just feel like podcasts arenow just little radio shows.
I listen to the morning shiftevery morning.
Speaker 2 (06:22):
I was gonna say you listen to morning show only
because, like obviously wouldyou they kind of are like doing
kind of the radio thing, becausefrom an outside perspective
they left, they left radio yeahthere's a whole whatever around
there and now they're doingtheir own radio thing.
Speaker 1 (06:38):
I listen to it because um, obviously one of my
best mates works there.
I don't think he.
I don't know if he still workson the show, but he was part of
it, the very beginning side outof.
Yeah, he's my boy, but I love it.
I think it's great.
They've managed to remove allof the things I hated about
radio sitting through fourminute ad breaks, songs I don't
like, and they've just given youthe good bits, just the good
(06:59):
bits, and that's the.
The irony is that radio worksreally well when you, when you,
focus on the good bits becauseyou make the good bits, make the
music and the ads bearable.
Um, what?
What the morning shift has beenable to do is just focus on the
good bits.
How they'll integratepartnerships and advertising
into that, we'll see.
(07:20):
Are they advertising yet?
I don't know, not that I'veheard.
Oh buzzy, but you expected topop up at some point.
Right, they're gonna monetizeit.
You know, million downloads orwhatever it is like it really oh
no surprise, yeah, yeah.
Speaker 2 (07:31):
So so it'll be, it'll be dope what would you other
like takeaways from radio belike?
You got the teaser and tellthem it's tomorrow, tell them
it's here, tell them it's stillthere.
Like is it what other like thatyou can think of marketing
stuff, how they do the ads andand all that?
Speaker 1 (07:44):
or oh.
I think the big thing for me inradio is if you can't say in
the sentence it shouldn't besaid, and you're you know.
You can then choose to go indepth on it, like breakfast
radio, which I already did forabout a year.
Um, you can indulge in Aparagraph where a sentence would
do right, because people aremore inclined to listen longer
(08:05):
on breakfast, because it's morepersonality driven.
But generally, this is why mycomms is always very succinct
and I'll, you know, flesh it outa wee bit more where where it's
necessary.
But my rule generally is thatif I can't get it out in a
sentence, then the message needsto be refined and that's very
(08:25):
much a.
There's some radio DNA and that, so you should be able to say
everything you need in asentence.
I think and I've certainly beenguilty of this, but it's a
generational thing older peoplewill do this.
The very word count heavy,right, because to them you give
value in volume.
So if you give someone heaps ofsomething it's worth more, but
(08:48):
actually it's not.
You know, if I can say it in asentence, I'm still charging you
what it would cost if I gaveyou a thesis, because it doesn't
matter and whereas I've workednow for some people who love to
indulge in a yarn and oftendoesn't need to be.
And you know what my thing isthe more I say, the more I'm
lucky to get myself in trouble.
So if I can find a way to saysomething, yep.
(09:11):
You know, in a sentence or lessand still provide value, then
absolutely I'll do that.
But I've sat in a room where Ithought did you really say that,
bro?
Like, and it's always Third,fourth, fifth paragraph of the
yarn.
Yeah, they're gonna start offwith three lines perfect, end it
there, bro.
You're done.
No, no, he'll keep going.
Or she'll keep going or they'llkeep going.
(09:31):
Yeah and it's like, oh, if you'dstopped at paragraph one, you
you know, we would have beensweet here.
Or if you just got up and saidwhat a real honor and a
privilege it is to be in thisroom today.
I really appreciate it.
We're looking forward to givingyou out, or thank you for
letting us be here.
We promise you the utmostrespect and we can't see, and
can't wait to see, on the fieldtomorrow.
Now, me, he can't, could do,done, run.
(09:52):
Yeah, oh, bro.
You know how many times I'vebeen in a room where I thought
that's not what I wrote.
Well, you know, yeah.
So for me, bro, it's like sadin a sentence.
Speaker 2 (10:04):
I reckon the perfect amount is just enough.
I'm going to tease everyone Yep, I'm going to tell
them it's tomorrow.
Yep, I'm going to tell themit's now, and then, yep, I'm
going to tell them it's stillthere.
And here's a highlight, here'sa quote.
Speaker 2 (00:09):
Hold up, I'm going to tease everyone.
Well, I'm going to tease you.
I'm going to tell you it'stomorrow and then, now it's
tomorrow, tell you it's here,it's right here.
I'm going to tell you it'sstill there, still there, go
back Listen.
Speaker 1 (00:20):
If you missed it, was that stories post, just however
or both, like you know because,stories was a huge, like huge,
huge thing, as it is now, youknow, now we've got, like you
know, as you know, there'salmost campaigns designed, you
know, primarily for stories,right, without there having to
be a great post, whereas backthen we were still kind of, you
know, toying with that idea.
Speaker 2 (00:40):
Such a good way to look at it, though, Like I
actually have never even lookedat it like that consciously,
Like.
I think I think you could lookat stuff I've done.
But I would have done that orlike someone else might be
listening.
But I've done that, but I'venever consciously been like oh,
tease them, tell them it's likealmost here Again.
Speaker 1 (00:55):
Tell them it's still there.
It's a radio thing, right.
Speaker 2 (00:58):
So, my God, I think that's the gym, so that's the
gym.
Speaker 1 (01:01):
Next time you're listening to the radio.
Speaker 2 (01:05):
That little thing, on that little.
Speaker 1 (01:07):
Next time you're listening to the radio, and if
you so happen to be in a car,for you know a 30 minute period
if you're in traffic just don'tgo spot a fire, don't listen to
podcasts or whatever.
Just chuck your favorite radiostation on Ideally a music one.
Yeah, I could see the edge,flavor, mind, whatever, yeah
listen to the radio and listento how they start the air and
(01:30):
then how they work their wayaround a half an hour.
I'll start the hour by teasingyou.
This hour, your chance to win$15,000.
I'm going to play a new songfrom Diddy Up.
Next it's the new DJ Khaledsong.
Justin Bieber on flavor.
Oh my God.
Speaker 2 (01:43):
Right, it's like you're back.
Speaker 1 (01:44):
We've teased you.
So this is what's happeningthis year Don't go anywhere.
Then the next one it's aroundlike Up.
Next your chance, 15,000.
I told you before we'll do itnext.
Don't move.
You're DJ Khaled, play the songand then I'm going to do the
competition.
Right now.
Give me a call.
I wait 104.
Flavor, your chance to win 15grand.
I need call of four.
(02:05):
Ring me now, yeah, and thenthree songs later, if you missed
it, I gave away $15,000.
Don't worry, or do it againtomorrow.
More deeds at flavorconz.
So that's your 40 minute pan,right In a radio world.
So comms is just radio, radiois just comms.
Like that's what I would do.
I'd go, it's confirmed theguest and then we're done.
We've recorded it, it's done.
(02:26):
I'm going to tease everybody.
Hey, you know that.
That hunk of a man on the wing.
He's coming up and everyone'slike yo and often that would be
the post that got the mostengagement because it peaked
everyone's interest.
Oh shit.
Speaker 2 (02:41):
Not good.
Speaker 1 (02:41):
Not good, really.
Tony Trad, holy shit.
And then tomorrow, like that'slike, oh sweet, don't miss it.
This is before reminders on IG,right?
So they didn't have that at thetime.
And then we'd post it onlinenow Listen, boom.
And then I'd wait about a day,two days maybe, but it would
always be the cycle, because youdrop it.
Wait a day, have a look, havewe hit 1,000?
(03:04):
Yeah, we're good, I had sweet.
Speaker 2 (03:06):
That must be so nice man.
Speaker 1 (03:08):
It got it, it got um it was unhealthy for a minute.
Speaker 2 (03:12):
It's me one day, one day maybe.
Speaker 1 (03:15):
I put.
You know, the thing is, though,I always wanted to be better
than the episode before.
Mm.
Like I wanted, which was notsustainable.
Once you started hitting thebigger names, mmm, it's like
yeah, yeah, yeah, but some wewould like, um, we wouldn't, we
would have um, I did a, I did.
The guy from FIT, the old fella, yeah, that was the dad like
(03:39):
and I don't mind telling himthat, like it was me, my mum and
you know the neighbour thatlistened to that, like no one
even listened to it straightaway.
They all went back it mighthave been by accident came up
next and you know apple orwhatever um, there was actually
so much value in that, um, inthat episode well, there would
it be?
Speaker 2 (03:57):
yeah, because he talked about eligibility.
Speaker 1 (03:58):
You know what's happening around the world with
covid blah blah and it wasn'tuntil, like, people went back
because they'd run out of otherepisodes to listen to and then
went back and listened to him.
Keep forgetting his name um oldfella nice guy told me off
actually in the end fun fact, ifyou go back and have a listen
to it there's a bit at the endwhere I'm, like you know,
rounding it out.
Thanks for your time, oh god,oh god, hey, pat, if you could
(04:20):
just stay on the course wheneverchat with you.
And then I was so lazy I didn'tneed it to that and then I was
like yeah, you're sweet so Istopped pushing record in.
The next one was like how dareyou?
blah, blah.
That was pretty funny.
And then the bro tip, uh, youknow, mrs Rhee was like what do
you want to talk to you about?
The end, and I was like, ah,you wanted to give me the whats
up.
And even even now, um, peoplewill like say, oh, what do you
(04:42):
want to talk to you about?
Oh, that's because I left it inyeah, it's gonna annoy me now
if I don't get his name yeah,well, I'll let you come back to
it.
That that's like like Bill Kerr,bill Kerr, there you go.
Sorry, sorry, anyway, as youwere Bill Kerr.
Speaker 2 (04:56):
I listened to the radio.
This.
I did this a couple months agoand I was thinking about, you
know, bringing the podcast back.
I was listening to the radiobecause I was like, when you
think about it, the radio hasbeen around much longer than
podcasts, long time and it'sstill around.
And like they have hell ofmoney, like it's all.
It's all fading and fading, andfading and fading.
But, like you know, you listento your everyday podcast and
(05:18):
it's like, oh like, if it'sremotely successful, there might
be a podcast.
If it's hella successful, it'slike, oh like.
You know, like, go buy my merchor my course or something yeah
like you listen to, like youraverage radio station.
It's like literally, like yousaid, we've got five tickets to
R&V.
Call us like and we're doing itevery day this week.
Yeah, and I was like the waythey mark it on there is like so
(05:40):
good yeah it's um.
Speaker 1 (05:43):
It's pretty lessens the tag from radio, you know in
because prior to um, even Imight have even been before.
But like radio or newspapercan't remember which one I want
to say it's newspaper.
But radio is like OG, likeJesus was on the radio, like you
like because it's been around along time ago yeah like, and so
, even in a situation like youknow, one day I'll end up back
(06:07):
on the radio.
I can just feel it, you know,it's just like my purest love
you know, before touch there wasradio.
Yeah, and one day I'll you know,I'll figure it out and I might
get my own show or whatever.
But I don't know.
I just feel like podcasts arenow just little radio shows.
I listen to the morning shiftevery morning.
Speaker 2 (06:22):
I was gonna say you listen to morning show only
because, like obviously wouldyou they kind of are like doing
kind of the radio thing, becausefrom an outside perspective
they left, they left radio yeahthere's a whole whatever around
there and now they're doingtheir own radio thing.
Speaker 1 (06:38):
I listen to it because um, obviously one of my
best mates works there.
I don't think he.
I don't know if he still workson the show, but he was part of
it, the very beginning side outof.
Yeah, he's my boy, but I love it.
I think it's great.
They've managed to remove allof the things I hated about
radio sitting through fourminute ad breaks, songs I don't
like, and they've just given youthe good bits, just the good
(06:59):
bits, and that's the.
The irony is that radio worksreally well when you, when you,
focus on the good bits becauseyou make the good bits, make the
music and the ads bearable.
Um, what?
What the morning shift has beenable to do is just focus on the
good bits.
How they'll integratepartnerships and advertising
into that, we'll see.
(07:20):
Are they advertising yet?
I don't know, not that I'veheard.
Oh buzzy, but you expected topop up at some point.
Right, they're gonna monetizeit.
You know, million downloads orwhatever it is like it really oh
no surprise, yeah, yeah.
Speaker 2 (07:31):
So so it'll be, it'll be dope what would you other
like takeaways from radio belike?
You got the teaser and tellthem it's tomorrow, tell them
it's here, tell them it's stillthere.
Like is it what other like thatyou can think of marketing
stuff, how they do the ads andand all that?
Speaker 1 (07:44):
or oh.
I think the big thing for me inradio is if you can't say in
the sentence it shouldn't besaid, and you're you know.
You can then choose to go indepth on it, like breakfast
radio, which I already did forabout a year.
Um, you can indulge in Aparagraph where a sentence would
do right, because people aremore inclined to listen longer
(08:05):
on breakfast, because it's morepersonality driven.
But generally, this is why mycomms is always very succinct
and I'll, you know, flesh it outa wee bit more where where it's
necessary.
But my rule generally is thatif I can't get it out in a
sentence, then the message needsto be refined and that's very
(08:25):
much a.
There's some radio DNA and that, so you should be able to say
everything you need in asentence.
I think and I've certainly beenguilty of this, but it's a
generational thing older peoplewill do this.
The very word count heavy,right, because to them you give
value in volume.
So if you give someone heaps ofsomething it's worth more, but
(08:48):
actually it's not.
You know, if I can say it in asentence, I'm still charging you
what it would cost if I gaveyou a thesis, because it doesn't
matter and whereas I've workednow for some people who love to
indulge in a yarn and oftendoesn't need to be.
And you know what my thing isthe more I say, the more I'm
lucky to get myself in trouble.
So if I can find a way to saysomething, yep.
(09:11):
You know, in a sentence or lessand still provide value, then
absolutely I'll do that.
But I've sat in a room where Ithought did you really say that,
bro?
Like, and it's always Third,fourth, fifth paragraph of the
yarn.
Yeah, they're gonna start offwith three lines perfect, end it
there, bro.
You're done.
No, no, he'll keep going.
Or she'll keep going or they'llkeep going.
(09:31):
Yeah and it's like, oh, if you'dstopped at paragraph one, you
you know, we would have beensweet here.
Or if you just got up and saidwhat a real honor and a
privilege it is to be in thisroom today.
I really appreciate it.
We're looking forward to givingyou out, or thank you for
letting us be here.
We promise you the utmostrespect and we can't see, and
can't wait to see, on the fieldtomorrow.
Now, me, he can't, could do,done, run.
(09:52):
Yeah, oh, bro.
You know how many times I'vebeen in a room where I thought
that's not what I wrote.
Well, you know, yeah.
So for me, bro, it's like sadin a sentence.
Speaker 2 (10:04):
I reckon the perfect amount is just enough.
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