June 16, 2025 • 42 mins
What if your next big client came from a genuine conversation instead of a cold pitch? In this episode, I’m joined by Casey Cheshire—marketing expert and host of over 1,000 podcast interviews—to talk about how podcasting can open surprising doors for connection, credibility, and content creation.
We unpack how podcasting helps business owners build real relationships with potential clients, all while generating authentic, useful content. Casey shares why podcasting isn’t about having a huge audience—it’s about having the right conversations.
If you’ve ever wondered whether starting a podcast is worth the effort, this episode will give you a fresh perspective and practical starting points that don’t require perfection.
- Show Notes
- Apply to be featured on My Weekly Marketing!
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Janice Hostager (00:04):
I'm Janice Hostager.
After three decades in themarketing business and many
years of being an entrepreneur,I've learned a thing or two
about marketing.
Join me as we talk aboutmarketing, small business and
life in between.
Welcome to My Weekly Marketing.
(00:29):
Hey, hey, and welcome to anotherepisode of My Weekly Marketing.
This week, we're going to golike a little meta on this
podcast and share a podcastabout podcasting.
If you have a podcast and wantto grow it, or if you've ever
thought about starting a podcastand are wondering, wait, do I
really need one for my business,well then this episode's for
you.
(00:49):
Seriously, podcasting is one ofthe best decisions I've made
for my business.
Not only does it create myweekly crowned content and drive
traffic to my site and mypromotions, but it's allowed me
to meet so many amazing guestsand those guests have taught me
so much.
So do I recommend podcasting?
Definitely.
(01:10):
That's why this week, I wantedto chat with Casey Cheshire.
Casey is a podcastingpowerhouse, a B2B marketing
strategist and a former USMarine who's helped hundreds of
businesses turn their podcastinto a legit marketing machine.
He's the founder of Ringmaster,host of the Hardcore Marketing
Show and someone who seriouslyknows his stuff when it comes to
(01:34):
building relationships throughpodcasts.
Today, we're talking about whypodcasting is a powerful tool
for B2B businesses and theunique way that Casey uses
podcasting to grow his business.
So here's my conversation withCasey.
Well, hey, Casey, welcome to MyWeekly Marketing.
Casey Cheshire (01:52):
Thanks, super happy to be here.
Janice Hostager (01:54):
Great.
So you have built and hostedmultiple podcasts, including
your current one, the HardcoreMarketing Show, and now you help
others do the same thing.
What sparked your interest inpodcasting in the first place,
and when did you realize itcould be a business?
Casey Cheshire (02:11):
Yeah, I was running a company, it was an
agency and it was the kind wherewhen we teach our customers
things, we win deals.
We needed thought leadership, weneeded content, and I remember
sitting at my desk writing aLinkedIn article for an hour
plus, and the problem with thosetype of activities is sometimes
(02:32):
1,200 people would see thatarticle.
Sometimes 12 people would seethat article and you never knew
the difference.
Maybe it was a cool helicopterphoto on the front right.
It was really.
It felt like a waste of time,especially when you're running a
company and you don't have timeto do really anything anyways
to spend it writing.
And so I needed some other wayto do thought leadership, to
(02:54):
create content that would teachour prospects, teach our
customers, so we would win moredeals.
And I looked around and I sawpodcasting and there weren't any
companies like what I have nowthat would help guide me along.
So I just started ugly.
I just sort of researchedthings and looked around and
found a microphone and gotstarted and broke a lot of the
(03:16):
rules that I now teach peoplenot to do.
But you know, just started andwhat was amazing to me is I
instantly solved that contentproblem.
I instantly, within severalepisodes, had more content and
thought leadership than I knewwhat to do.
It was coming out of my ears.
In fact, I had so much contentthat at the end of a year, I was
able to actually publish a bookbased on all the conversations
(03:37):
I had with all the guests that Ihad, and they were all like,
happy to promote the book too.
So content was solved.
But one of the things thathappened in this process, other
than realizing I lovedpodcasting, was I loved
connecting with people, and Ihad this great interview with an
absolute amazing CMO at acompany, and at the interview
(03:59):
she mentioned that their teamwas actually migrating software
platforms.
They were migrating from oneplatform to exactly the platform
that my team specialized in,right, so I didn't realize this
at the time.
She didn't either.
I was like, well, holy heck,that's what we do.
And she's like, really, I'mlike, yeah, in fact, that's the
only thing we do.
And she was like great, we'vebeen looking for a partner,
(04:22):
we've had this show together.
I trust you.
Now let's get our teamstogether.
We got our teams together andthey scoped out and this is like
more of a friends and familydeal where you just you tell
your team hey, this is my friend, scope things out, let's get
them a good deal.
And she said hey, this is myfriend, his team's going to
scope things out, make it happen.
They got together, scoped outan $80,000 deal that signed
(04:43):
within days, no sales cycle, nohaggling back and forth.
It's like a deal with a friendwhere we just got it done and I
thought, damn, that was greatand that was on accident.
What if I made it on purpose?
Right?
And so then I sought out tointerview people who I know
would be fantastic customers.
They had the software that weuse, they had the problems that
(05:07):
we know we can solve, and Iwould invite all of their CMOs
in this case, because those werethe people that would buy from
us.
I would invite them to be aguest on my podcast, create a
relationship, create some greatcontent.
But in the end, many of themwere like oh well, you do x, y,
z, man, we've been strugglingwith this, we'd love to get some
work from your team.
So it became the most amazingfoundation of marketing for my
(05:31):
company and I was justpassionate about it.
So when I had a chance to sellthat company, I thought you know
what I need to go all in onthis podcasting thing.
And people kept asking me hey,great story, can you help me
with that?
And it's like, yes, yes, we can.
Janice Hostager (05:44):
I love that.
I, too, think that I was reallysurprised by the number of
relationships that I've beenable to form with people that
have been guests, and it's justbeen, I think, something I
wasn't expecting.
Casey Cheshire (05:59):
Yeah, same.
I think it definitely sneaks upon you, but it starts the
relationship off with a give,right?
We've just met.
You've invited me on yourpodcast and I'm grateful for
that, and you didn't start outby saying let me steal your
time, this happens all the time,right?
Marketing and sales, and let meplay these games and trick you
(06:20):
into paying attention.
And giving me your informationand sales is going to trick you
to get on a sales call.
You don't want to be on thatcall.
You're not paying attention.
I've been on these calls andnot paid attention, right?
It's messy, it's such a wasteof time and money.
So to skip all that and say youknow what, let me start this
relationship off right, you'venever met me.
You're an ideal customer.
Hey, come be featured on mypodcast.
(06:40):
Let me make this podcast aboutyou, not me.
It's not me just talking aboutme the whole time.
This is me asking questionsabout you, putting you in the
spotlight, and what a great wayto start a relationship.
Janice Hostager (06:50):
Absolutely.
Now I think that that probablywon't work for everybody, right?
So you were able to pull onpotential customers.
I would probably have a littlemore trouble with that because I
have industry experts dependingon your podcast, right?
So for listeners who are likesolopreneurs or running their
small service-based business,how does podcasting fit into
(07:12):
their marketing strategy, forexample?
Casey Cheshire (07:13):
Yeah, it works when you design the show to be
about your guests, not about you, the idea being like I could
certainly get on a show, and Ibet you there's a bunch of other
business owners out there.
I could get on a show and youcould ask me about P and L
statements.
Well, uh, you know I don'treally want to talk about them
(07:37):
and the amount of depth I couldtalk about them is kind of
shallow, right?
So if you were to invite me onthat pod, I probably wouldn't
join.
But instead, a good example iswe created a podcast for one of
our clients, Cal.
He's an accountant and he doesmarketing just for marketing
agencies, right?
How cool is that?
(07:58):
An accountant that just workswith marketing agencies.
I love the niche, by the way.
Every marketer is going.
Oh, that's great.
Good job, Cal.
We made a show for him calledthe Marketing Agency Power Hour.
This is not the accounting showwith Cal.
Why?
Because his customers aren'tgoing to join that.
The reason they work with himis because they need him for
(08:20):
that stuff.
If they were experts enough tobe on that show, they don't
probably need him, right?
And so you make it about yourcustomer.
Now, of course, you absolutelysprinkle in experts that are
interesting.
I've had this one researcherwho's an expert on creativity.
How do you make creativityprogrammatic?
That's something maybe all ofyour customers need to hear.
So you certainly put differentpeople on.
(08:42):
That might intrigue youpersonally as a host.
But you make the show about thewins and the challenges and the
struggles and the stories ofyour customer, so they feel
confident, like they could geton the show, talk about what
they do and you know what what'sreally fun is about.
Midway through not the beginning, but midway through you might
ask them hey, what's your takeon accounting?
(09:04):
And Cal does this, right?
Midway through.
Hey, what's your take onaccounting?
And they go oh man, you knowthat P&L statement or I can
never get in front of cash.
Payroll's kicking my ass, right, and guess what?
That's how you follow upafterward.
Hey, I heard you mentionpayroll's kicking your butt.
I've got a program, I've got aguy, I've got someone on my team
(09:25):
who's really good at that.
Let me have them sit down withyou know your person for half an
hour.
See if they can't make a planreal quick.
On me because we're friends,right, that's a great way to
continue the relationship with agive.
But I have had so many peoplesay, no, that sounds great, but
I want to pay you, I want tosign up with you.
Like I trust you.
Finally I meet someone who Ican work with, right, so this,
(09:47):
just this whole thing, worksreally well.
So for your listeners, itdoesn't matter what business
right, hey, a boring accountant,right?
Can have the power hour and ifyou listen, he kind of makes it
like a he's not that boring, bythe way, he makes it like a
wrestling theme.
He's like welcome to the powerhour, right, and it's just fun.
And he talks to marketingagency owners and has a great
(10:08):
time.
So, any, this works very muchin a business to business
setting where your guests andthe business they could bring in
is valuable, because when yourguest is valuable, you don't
actually care about youraudience like you do, but the
first priority is my guest.
I want them to feel special.
I want them to feel like theyhit it out of the park, so that
(10:30):
they're going to be sharing theepisode, which is a natural
promotion for you, having yourfuture customers and these dream
customers sharing an episode,your brand with other people,
right, it's magic.
In fact, on my marketing pod, mynumber one episode is not one
of those cool marketing authorsor the famous people or the CMO
of that big fortune company,right, it's the sales leader,
(10:54):
head of sales at this company inTexas, and he felt so, so well
represented on that pod I didwith him, where he talked about
his approach to sales but alsoabout how he really is
passionate about serving hiscustomers.
He felt so represented.
When he's selling a deal, hesays go listen to my interview
on this podcast.
If you like what you hear,let's do business together.
(11:16):
If you don't, no harm, no foul.
Hundreds and thousands ofpeople listen to my podcast that
one episode because he'spromoting it, right?
So I created marketingcollateral for him and in turn,
he's introduced me to thousandsof people by my brand, right?
So this is this really coolecosystem of just helping other
(11:37):
people out and then growing atthe same time.
Janice Hostager (11:40):
That's really interesting because I think in
marketing, what I do and with myclients is that I have what I
call the Trail to the Sale,which really aligns with the
customer journey map right.
So awareness, consider, compare, evaluate, buy and so on, until
they refer and kind of go downthe entire map but what you're
doing is kind of, like you know,leapfrogging ahead a little
bit, right?
(12:06):
So you're just saying you'regoing right through that nurture
process straight away almost tothe sale, and you can do that
because you're taking an hour orhalf hour or whatever to really
develop that relationship earlyon, right?
Casey Cheshire (12:19):
Totally totally.
And what's interesting too isyou know they still need you.
Right, we work best togetherbecause, guess what, not
everyone is in market the verymoment you interview them.
Right, they may have justsigned a year long agreement,
but guess what, when that year'sover, they're probably chewing
their arm off to get out of thatvendor and they would love to
(12:40):
work with you.
So you do need that marketing,you do need to nurture them long
term after that.
You do need to supply them withsome good content.
But, man, an interview is agreat foundation.
You can repurpose the hell outof it into some great marketing
collateral and that's like themarketing agency coming
alongside the podcast is reallyimportant.
Janice Hostager (13:02):
Why do you think so many businesses kind of
overlook podcasting?
Casey Cheshire (13:11):
Well, I, I think it's a little bit of that
evolution, right?
It's still kind of new, kind ofhere's a fun question.
Um, any guesses how manypodcasts there are in the world?
Janice Hostager (13:23):
Yes, um, I actually just.
.
.
Casey Cheshire (13:25):
Know this?
Janice Hostager (13:25):
Uh, it's like a oh gosh.
I know there were like 50, 500000 active podcasts.
Casey Cheshire (13:33):
Yeah, it was something like you know stats,
you know plus or minus a million, but, like, I saw something
about like four and a halfmillion podcasts in the world,
but only about 240 of them havebeen updated.
240,000 have been updated inthe last 30 days or so.
So, 240,000 sounds like a lot,but not when there's billions of
people right.
In tens of thousands, hundredsof thousands of companies, so
(13:57):
there really aren't that many.
And it just like blogs and justlike blogging content.
And man, I remember when noteveryone had a website.
You know, people had brochuresand someone had to come along
and say, hey, knucklehead, youneed a website.
If you don't have a website,you're dead.
Right, just like if you were inthe yellow pages, you're dead.
(14:17):
Well, you had to be a websiteand you're dead.
Now you have to email you'redead.
Well, guess what?
You're going to need a podcast,or you're dead because AI is
coming along.
There's going to be a lot ofnoise and you got to cut through
that noise.
You got to see.
My thing is like put down thegap and get connected to your
customer, get reconnected tothem.
You may, and I was this.
I'm guilty of this.
(14:38):
Like I had all these illusionsof what my customer was thinking
and feeling.
Some of them are outdated,right, and a lot of people
listening especially if they'vebeen running businesses for a
while, you probably are reallyclear on how your customer was
10 years ago, maybe five yearsago.
Things are still changing allthe time.
If you listen to Gen Z, theyhave crazy language, right,
(15:00):
things are changing all the time.
So we got to stay connected toour buyer.
So my whole soapbox is justlike reconnect with your buyer.
I call it connect to market.
Like the skip.
Go to market.
All these different phrases youhear from marketers.
I call it connect to marketLike the skip.
Get a one-on-one conversationwith your buyer and that's
what's going to happen.
Maybe you haven't heard of this, maybe you didn't think it was
possible to do this.
(15:21):
Well, guess what, it is.
And I think the other thing iswe get a little shy, marketers
get shy, business owners getbusy and and we're like do I
really want to talk to acustomer?
What if they say bad things?
Right?
No, you do.
Even if they say bad things,all the better to know the data
right.
We just didn't have a mechanismto get on a call with a
customer and I know themarketer's listening.
(15:44):
Or if you're a business owner,your marketer might suggest, oh,
let's do a case study.
But guess what, that's a take.
Hey, Mr.
Customer, you're great.
We're thankful for you.
Can we I don't know send you asticker or maybe a hoodie, but
then we need your time to dothis paper for us.
That'll help us.
Nothing really helps you hereand they're like they're happy
(16:07):
to do that, maybe, but we knowwe're kind of taking up their
time or being annoying.
But instead you flip the scriptand you say, hey, I'm going to
feature you on this show aboutleaders in this industry.
Love to pick your brain on thispodcast and feature you.
They're like, hell, yeah, getme on there.
And now you have a mechanismfor programmatically regularly
(16:28):
chatting with your customers andlearning ins and outs and also
getting to know them as a person, not just their business and
who they are.
On the nine to five.
Here's a question I love to askpeople too.
I like to say, okay, you're ina business and listen.
I failed this early on, soagain, I'm out there just trying
to raise awareness here.
If I were to ask you, can youname five customers by company
(16:50):
name?
What do you think?
Could you do it?
Janice Hostager (16:54):
By company name ?
Casey Cheshire (16:55):
Company name.
Janice Hostager (16:56):
Yeah yeah.
Casey Cheshire (16:57):
Yeah, right.
And your logos really help withthat.
You go, oh, yeah, those guys.
Oh, that was a terrible logo.
Or that oh, that was a bigcompany and it's kind of a
braggy logo.
I'm excited about that one.
So it's pretty straightforwardto name customers that way.
The challenge is if I go, okay,now can you name five of your
customers by first and last name, right?
(17:18):
Some of our more connectedbusiness owners will be like,
hell, yeah, I can.
Well, that's good, but somepeople might pause a little bit.
But almost everyone, includingmyself.
You pause a little bit and yougo, huh, can I?
And the difference between yourfirst answer, where you're like
, hell, yeah, those logos, andyour second answer was like, uh,
I think I could scrape togethersome names.
That for me, that'sdisconnected marketing.
(17:40):
That's, that's you beingdisconnected with your customer.
It was crazy is when you'redisconnected like that, you
hallucinate.
People say AI hallucinates yeah, humans do too.
We think our customers want x,y, z.
Maybe they did 10 years ago andso we hallucinate and we wonder
why our best campaigns do justa little bit worse every year.
(18:02):
It's because we're justdisconnected.
Janice Hostager (18:10):
I mean, I do a lot of fractional CMO work for
clients, so I definitely couldprobably come up with their
names before I could do businessnames because I talk to them so
frequently.
But you're absolutely right, ifit's a different type of
business, that would for sure bean issue.
Casey Cheshire (18:23):
And we're connected too.
Right, you have a podcast,you're regularly connecting with
people, and so that's thedifference too.
You can name them and youprobably have, like you said,
you've talked to them recently.
A lot of us, we got behind theapps, whether it's Constant
Contact or whatever kind of appyou got.
Hey, I got the HubSpot, I gotthe this and the that, and now
there's one step removed.
(18:44):
I got a survey recently from acompany with a product that I
actually really like.
I was excited to buy it and I'mhappy with it.
And it said, and I actually waslike oh, because I love you
guys.
And the survey, the firstquestion was like what was the
primary reason you bought thisproduct?
Right, and it had four optionsand that's it.
(19:05):
And none of them were thereason I wanted to buy this
product and they had no likeother.
Fill in the blank, tell us ifwe're hallucinating.
No, so automatically, thatsurvey is bogus.
It's bogus, bad data instantly.
And it's like drinking poisonwater.
It's like the poison water.
(19:26):
Well, you drink that water.
Now, your campaigns are reallyin trouble and you're really
going to start wasting moneybecause you're asking a question
and you're trying to force theanswer when you could just do a
podcast with someone and thenask those questions in the
podcast and get real answers.
Janice Hostager (19:42):
Yeah, yeah, in fact, just by forcing that
question, you've just thrown thewhole campaign or whatever, off
track.
That's really interesting.
So walk us through some of thekey, like ingredients.
Especially for someone whohasn't done entertainment or
really hasn't done a podcastbefore, it's like what is it
that they need to be thinkingabout, to be investing in
(20:06):
themselves, with?
What is it that, if I'm goingto start a podcast next week,
what would I need?
Casey Cheshire (20:12):
Totally.
We have a two month launchprocess, right?
So when we launch podcasts witha company, there's all sorts of
strategies.
That goes into things like thename and the script and when to
ask questions, microphones,things like that.
So I'm just going to tell youall two months, with as much
time as we have, and if we haveto cut it off, we have to cut it
up.
No, so here's a couple ofhighlights.
(20:32):
Right, the name is reallyimportant and our particular
kind of podcasting, we call itconnection casting, because it's
all about the connection withthe guests.
They're number one, and so forthat kind of podcasting, right,
you could have a podcast wherethey're just eating potato chips
with a good microphone, right,and it'd be funny if it got more
(20:53):
views than my regular show.
But I digress, right?
So this kind of connectioncasting, it's all about the
guest.
Well, the number one purpose ofthe name of the show is to get
the guest to come on the show,right?
So there's a lot of strategythat goes into it and there's a
spectrum of, like, reallycreative names and then there's
(21:15):
really boring names, but it'svery obvious who should listen.
Over time, I've gone fromcreating a creative just over 50
, 57 podcasts at this point forcompanies, and it started out.
We're very creative over time,though, more and more direct,
more and more clear.
This is what this podcast is,this is who it's for, this is
(21:38):
who you listen to it.
I love the name of your show.
It's very clear, right, it thethe sort of the coy,
tongue-in-cheek kind of names,and I've done those too.
They're fun.
You look, oh, this is amazing.
But sometimes not even youraudience knows what they mean,
right, and that misses the point.
And the whole point is to getyour guest to see the name and
go huh, that show.
One, would I listen to it andtwo, would I be honored to come
(22:02):
on that show, right, and sotypically it might be like hey,
this show is for, hey, marketingagencies, it could be the
marketing agency leadership show, or you know what.
For the business ownerslistening, if I was like badass
business owners, right, maybeit's a weird word, but at least
you know the show is forbusiness owners and that all the
(22:24):
people on the show are badass,right, okay, if that's your
brand, if that's your feel, ormaybe just a business owner
leadership, or business ownerswho care, or whatever.
But that might then go oh, Icould get a bunch of business
owners on there, right, and if,or if your customers were
chiropractors, you'd be likeleadership and modern or the
modern chiropractor, right, andyou would get, they would.
(22:45):
They would join up on the show.
We've created a show foroptometrists called Optometrists
Building Empires.
It's so fun and optometristsare like whoa, building an
empire, yeah, I'm building anempire.
Yeah, you're building an empire.
You're opening branches, you'reopening ops, you're doing this
right.
So the name can really have animpact on getting people to say
yes or be like eh.
(23:06):
I don't know if I would jointhat.
So the name is really important.
And then the script is importanttoo, the way you ask questions.
This show is fantastic for this.
I've seen some shows where,like a bad date, the show starts
out saying, hey, first question, I just met you.
What's your biggest failure inlife?
Hold on, we just met and maybeI'll tell you.
(23:30):
But here's the thing when youask negative questions like that
, they may tell you but they'recertainly not going to share it.
I was once on a podcast and Ishared this learning lesson
where I accidentally checked myemail on vacation with my family
.
It was a stupid email from astupid vendor and it triggered
me and I kind of like I was likeout of the vacation mode for a
whole day, right, so I kind ofshared this.
(23:50):
They gave it a name.
Like you know, CEO grows hisbusiness by working less.
They just kind of made it Idon't know, it wasn't really a
name I was really proud of andit kind of made me look, I don't
sound lazy or something.
I was like, well, I've neverpromoted that episode.
I've talked about it here.
I'm not going to tell you whatit's, you know who did it
because I'm sort of not reallyproud of it.
(24:12):
But like a show like this.
I feel like we're reallygelling.
Hell yeah, I can't wait toshare this when it goes live,
right?
So the kind of questions you askat different points in time
really matters.
Asking a story as your veryfirst question?
Terrible idea.
What happens?
People aren't usually good attelling stories unless you do a
(24:35):
Ted talk.
A man Ted talks are like youprepare for hours and days to
really get that nailed.
Most people haven't done that.
So if you ask him a story,you're going to get this 10
minute ramble fest.
Like where are we going?
And I know your audience comessecond, but even they're gonna
be like damn, what are welistening to, right?
So the focus of the scriptmatters, and I guess the final
thing I would throw out there isthe microphone.
You and I have these microphones.
(24:56):
We sound great, we're beingnice to the listener's ears,
you're being nice to my earswith your microphone and vice
versa.
The microphone, the sound, isvery important.
It's not enough to do thelaptop sound anymore.
People are used to NPR, they'reused to Joe Rogan.
You don't need a $300,000microphone, but a $50, $60, $80
(25:18):
one that plugs right in yourlaptop is the way to go, right.
So you got to take care of ears.
Most people are going to hearthis, even if we do capture
video.
Most people are like in theircar, they're doing their lawn or
something, and they're going tobe listening to this while on a
walk or something like that.
So we got to take care of theirears with some good sound.
(25:43):
And those are some of the realkey fundamentals.
Janice Hostager (25:48):
So I'm going to ask you, because there have
been.
So I've kind of experimentedwith a lot of different like
intros.
Sometimes I think, oh, what,you know, a story can really
pull people in.
But you're right, a lot ofpeople are not good at telling
that story.
So I'm glad you mentioned that.
I've really kind of played withdifferent ideas on how to start
it.
What do you think is the bestway to start podcasts?
I'm just curious for my own, myown podcast.
Casey Cheshire (26:04):
Let's geek out on it.
I call it the Q1 question.
So my opinion, just a podcasterdoing his thing, uh.
The more your guest talks, uhto.
To an extent, right, we'llstart at the end.
The more they talk, the themore energy that answer has,
right?
Short, quick questions?
Now, if you ask them in quicksuccession, it can be
(26:27):
interesting.
But typically if you ask me aquestion and I'm like blue and
then I stopped right, the energyjust says it took it a little
step down.
You asked me another and I andI pause, apples, that is like,
it can, it can really slowthings down.
So you want your guests to rantand rave as their first
question.
So what I recommend?
They call it the Q1 questions,the first question you ask.
(26:49):
It's always the same one andyou prepare them in advance,
either with a prep call or anemail saying look, you can screw
the rest of this thing up, butcome thinking about what this Q1
is going to be.
And what I recommend is thatfirst question, put your guest
in a place of passion andexpertise.
Right, they want to talk aboutit and they can talk about it,
(27:10):
and that does not always gotogether.
Sometimes people want to talkabout things and I don't know.
Like I planted a cherry tree,I'm excited to see it grow.
I don't know anything aboutcherry trees other than what
I've Googled.
I can talk about it for twoseconds.
I want to talk about it, but Idon't really have any expertise
on right or asking about the pand l, yeah I could talk about
it.
I don't want to talk about itand I'm pretty shallow.
(27:31):
But like as you as exhibit A,ask Casey about podcasting, the
guy won't shut up right?
Um, but at least that firstquestion, and you want it to be
a what question?
We've experimented with it who,what, where, when, why, what is
the question you want?
A what question gets you astrategy back.
Kind of like, there's asoftware term.
(27:53):
Time to value.
How soon from when someone hitsplay can they get a nugget of
wisdom to take with them?
Right?
Janice Hostager (28:01):
Right, yeah, yeah.
Casey Cheshire (28:02):
So you try to get like a strategy question
right off the bat like, hey,what's the most important thing
about being a modernchiropractor, right?
Or like success in the dentalindustry?
Or being a great business owneror whatever right.
And if they prepared it, theycan come back and they can go.
The right people on the team isabsolutely my goldmine.
(28:23):
You go tell me more and youjust get them ranting and raving
about what they really careabout and then that way you can
just kind of guide them along.
Like you're doing a great job,just sort of guiding me along.
You're not having to pullanswers out of me.
Whenever you're having to pullan answer out of a guest, it
means they're out of that zoneof expertise and passion.
Something's not aligned.
Either they can't talk about itor they don't want to talk
about it.
(28:43):
You're like tell me more, tellme more, guess what?
Let's talk about something else, cause clearly you don't want
to talk about this, so let's getyou somewhere, like.
And so it's like let's findsomewhere else.
But if they're in their zone,man, you're just holding on for
the ride, kind of keeping me inbetween where you know your
audience wants to hear, andwhere I'm on track, and I'm not
rambling too much.
Kind of keeping me inguidelines, but that's where you
(29:05):
want me.
So that first question can beyour longest question, you can
go into levels of it, and wealso recommend the guest preps
like an ordered list.
So you're like, okay, and youdid this beautifully.
You're like, okay, launching apod, what do we got to do?
And I should have actually said, hey, three things here.
Yeah, three things.
(29:26):
And you have this and you havethis.
We talked about the name, wetalked about the script, we
talked about the tech, themicrophone, right.
And that way, you have somesubstance underneath that
initial answer and this buildsout what actually turns into a
blog post, right?
So, thinking about content foryour website, guess what?
You don't have to go write thatnow.
You get an awesome marketingagency.
You give them the raw feed fromthis interview and, man, in the
(29:49):
first 15 minutes we've got acomprehensive blog post about a
problem, a challenge, a solution, where it came from, and
several ordered lists about howto fix it.
Hmm.
Janice Hostager (30:01):
Okay, so you are spewing so much wisdom.
So thank you, Casey, I do havelike every everything you say, I
think, oh, I should ask himthis, I should ask him this.
So a couple of things.
One of them you had said thatyour guests are the most
important and the audience isnumber two.
In my mind, in my world, myaudience is number one because
(30:22):
they're my potential customers,honestly.
But I see that you areinterviewing your potential
customers.
Yes, and that's the differentapproach.
Do you work with clients whereit is flipped, like I am, or do
you just recommend that?
Everybody kind of jobs, thesame system where you bring on
potential clients as guestsrather than as an audience?
Casey Cheshire (30:43):
That's a really good question.
I think the most importantthing is that you've thought
about who the most importantthing is and that you didn't say
the other answer, which is thehost is the most important.
Because I don't know if youbumped into these podcasts where
the host is the most importantperson and even if they have a
guest on, the guest gets in like30 seconds and the host talks
for an hour, right, why did youeven have a guest on, right?
(31:06):
So we definitely don't wantthat.
You know the idea of having theaudience be most important.
You know what, like, it's yourart form, it's your podcast.
If you want the audience to bethe most important, then by,
absolutely.
You know, like, that's what youwant.
I find, just from a businessstandpoint.
You know there's a, there'sthis term pod fading.
I don't know if you've bumpedinto this.
Pod fading is what happens.
(31:28):
People launch a podcast, theygo, wouldn't this be fun?
And then they realize, wow,it's a lot of work to edit, to
schedule, to prep, it's so muchwork and then shoot initially
like four people and my parentsare listening, right, and so
they go.
Well, I'm not getting very manyresults and it's a pain in the
(31:48):
butt to do.
I'm gonna stop doing it.
So that's pod fading is is inin usually numbers like 7 to 12
episodes.
If you can pass that greatchasm, you're good usually.
But I found that if you make theguest someone who could partner
with you, who could buy fromyou, who could be a reference,
(32:08):
like maybe he's an existingcustomer, if you can make your
guests somehow associated torevenue and not directly, you
don't have to like squeeze themand trick them and push them
into something.
But if they can be directlyattributed to revenue, then it's
just a little bit faster to getROI on the podcast.
Because the challenge withaudience is it becomes about the
(32:32):
numbers.
Right, do we have enoughnumbers?
And then it's that classicchallenge.
Because if you're trying to getears and eyes, now you're
competing with Joe Rogan.
So with your focus, you'recompeting with Joe Rogan, with
NPR, and they're going to winbecause they're better and they
have more ears and eyes andpeople might want to prefer to
(32:54):
listen to them over you or me.
Right.
For sure, my silly podcast.
I have a hammer and stuff likeso.
So, oh man, now we're competingwith those people.
That's rough.
But when you, when you, make itabout the guest, you compete
with no one, because theconversation between you and I
has never happened anywhere else.
It's happened here.
(33:15):
It's entirely unique.
And if we can do businesstogether and partner together
like I do, none of the marketingservices you do right, maybe we
can like collaborate.
Wow.
Now we're like the value ofthis conversation outweighs
anything else.
But it's tongue in cheek because, of course, the audience
matters.
But it's like bonus.
(33:35):
It's like icing on the cake asopposed to being the cake.
Right, eat icing, get sick, eatcake, then icing.
Be sick and happy, right.
So it's like make it about yourguests so you get some more
immediate ROI, and then youraudience will organically grow
and you'll be pleasantlysurprised to see them grow.
But you won't be sad if 60people listen, or 100 or 300 or
(34:01):
whatever the number is.
It usually is never enough,right?
You'd love it to be more.
And then you become obsessedwith trying to get people to
listen to it.
But maybe you don't needeveryone to listen to it.
Maybe you only need 40 peoplewho are the right people to
listen to it, right, as opposedto 400 of the wrong people who
will never buy from you.
So I just kind of like I focuson the guests first, but once I
(34:23):
prepared them and once they'reoff to the races, the guide
rails I'm trying to set up arelike huh, am I getting value out
of this?
Would my listeners get valueout of this?
So I am thinking about them.
I just maybe it's a bit moreaggressive to say like I don't
even care if everyone listens,but but it's true, like it's all
(34:45):
about the conversation.
And then I think what alsohappens is I'm not pandering to
the audience.
If you don't like it, go away,right.
And like it's, you can be like areal mind trap to try to figure
out um, is my audience going tolike this?
Are they going to prefer me askthis or that?
It's like I don't know.
So the way I have to operate iswell, they're choosing me to be
their filter and if I'minterested, if I'm learning
(35:06):
something, hopefully they aretoo right, because I'm their
filter.
So I I always tell people neverask a question you don't want
to know the answer to, becauseyou're the filter.
And if you don't care about theanswer, it that comes through
like ugh.
Now you're just kind of like atalking head on a TV show being
forced to interview some staryou've never heard or seen
before and you're like how'sHollywood going?
And you don't care, and theydon't care, they just it's very
(35:28):
transactional, right, and so Ionly interview people I want to
talk to, I want to learn fromthem and yeah.
So there's my rant.
Janice Hostager (35:37):
Oh no, that's no rant, that's all good stuff,
absolutely.
So you work with a lot of shows.
Do you still work a lot ofshows?
Casey Cheshire (35:44):
Yeah.
Janice Hostager (35:44):
Or do you set them up and then kind of let
them loose, or howdoes that work?
Casey Cheshire (35:47):
We bear hug them .
Janice Hostager (35:56):
Okay, so what separates the podcasts that
truly move the needle for theirbusinesses?
from the ones that do fizzle outafter a while.
Is it like passion?
Is it time structure, Like haveyou noticed any kind of
patterns?
Casey Cheshire (36:08):
Yeah, first and foremost, it's that whole thing
about, not about making it aboutsomeone else.
Like my company is calledRingmaster.
First of all, I saw TheGreatest Showman.
Thought it was one of thecoolest movies ever, right.
Once you that, oh, they'rerandomly singing in the middle
of the day, right, but likereally cool show.
But the idea of the ringmaster,if you think about the concept,
(36:30):
it's someone and maybe they gota little flair, a little flash,
they've got the red coat on orsomething.
But they're not saying look atme.
They're saying look over hereat that performer, look over
here, look at the high ride,look at the silly clowns right,
they're promoting other peopleselflessly and by doing that,
your attention's drawn to thembecause they're the one you can
(36:51):
trust and then tell you where tolook next.
So, as a host of a podcast,you're a ring master, this is
your circus, right?
And so as long as you followthat mantra and you're pointing
at other people, you'repromoting other people and
selfishly, not yourself thenyou'll continue to rise in
(37:12):
awareness as the person that istrusted to direct the attention.
So it's that selflessness, Ithink, is the key to what
succeeds, which iscounterintuitive in business
today.
Janice Hostager (37:25):
Yeah, well, I think people can tell when
you're being authentic.
I think there's enough forbroader out there that we don't
need to add any to it.
Casey Cheshire (37:34):
I once had an early customer back when I
didn't know any better, manymoons ago.
His stated goal of the podcastwas not connection with a buyer,
was not getting his brandawareness, was not competing
with the big guys who had waymore budgets which those are all
great goals.
His goal was I want to be morefamous.
(37:55):
And I got to tell you, withoutnaming any names, this person
did not meet the initialcriteria for what would you
consider regular famous, to bemore famous, right.
So that was the red flag there.
He wasn't even basic famous,and so I should have realized
wow, that's a weird goal, that'svery, that's very self focused
(38:15):
goal, not ringmaster focus onother people.
So that's typically the kiss ofdeath.
Right, there is, and it isn'tbusiness too, honestly, if you,
if you make it about yourselfinstead of you know, solving
your customer's pain.
So it's kind of a greatmetaphor for business and life,
but yeah, that's really whatdrives a pod to be successful.
Janice Hostager (38:35):
All right.
So one more final question here.
Oh, actually I've got a couple.
Casey Cheshire (38:39):
I thought this was like 24-hour pod.
No, we're not chatting for.
Janice Hostager (38:47):
Well, you know, I'm thinking about my audience,
who's just on a walk, who'scommuting to the mall or to
Target or whatever.
So if somebody could only doone thing after listening to
this episode, or take one steptoward launching or improving
their podcast, what would yourecommend that it is?
Casey Cheshire (39:00):
Really good question.
And I had a friend write a book, Start Ugly and that would be
my recommendation Start Ugly.
What does that mean?
Janice Hostager (39:09):
I know what it means.
Casey Cheshire (39:10):
You know what it means.
Message a customer, tell themyou want to feature them on a
brand new show about how awesomethat particular industry is
right.
And then you hop on a Zoom call, hit the red record button.
You throw that bad boy onYouTube.
Does it have a great name?
Does it have a great script?
(39:32):
Do you have a microphone?
Don't care right now, juststart ugly and then circle back
around.
Maybe you give it a better name.
Maybe you build out a script,maybe you get a microphone.
Janice Hostager (39:47):
Love it.
Yep, and that was certainly howI started.
It was very oddly, but you knowwhat I knew that I wasn't going
to get a lot of listeners tothat podcast.
You know, or really.
But you know you startsomewhere right, and that's how
I recommend anybody startsanything is that you're never
going to.
You can sit and try and polishyour plan all day long, but
until you, you know, jump in apool, you don't learn to swim,
(40:09):
no matter how many books you'veread about swimming, right?
So how can people find out moreabout you?
Casey Cheshire (40:15):
100% Like true to form.
I skip all the marketing gamesand everything.
Shoot me an email, CaseyC-A-S-E-Y at ringmastercom.
I'm just happy to help, right,I would love for you to launch a
podcast.
I'd love to launch it with you.
I mean, we have a program to dothat and we can produce it.
Really when we're let to do ourown thing.
(40:36):
The only thing our clients haveto do is show up for a prep call
and we give them a brief ontheir client, do some research
for them, show up on a prep call, meet your future client, right
.
Meet your future customer on aprep and then show up for the
show recording.
That's it.
We do all the rest.
We'll actually get you guests,We'll produce it.
We even do the social mediaafterward.
So we do everything.
So I would love to do that.
I would love to help you out.
(40:58):
But if even you're just startingugly and you just want an
advice, want a tip, hey, whatmicrophone should I get?
I have experimented with all ofthem and I'll tell you exactly
what to get.
And it's not the $300 one,right?
So happy to help.
Casey at ringmastercom orringmastercom, you go there,
start a chat.
We have a little chat box onthere.
You can start a chat there, butlike we can skip all the crazy
(41:18):
marketing and all the like, willI sell something to you?
I'd love to, but if I can evenjust help you reconnect with
your customer, that's what I'mhere to do.
That's what I like gets mefired up
Janice Hostager (41:29):
Love it.
Thank you so much, Casey.
I appreciate all the wisdomthat you shared today and I've
learned.
I've learned a lot.
Casey Cheshire (41:37):
Thank you so much for having me.
It's a real honor and I willsay those of you listening, um,
like this is an act of love todo a podcast.
So if you haven't alreadyyou're on Spotify, you're in
iTunes rate this show right.
Give a little love to this show, give a little five stars.
If you don't give a five, I'mgoing to find you, I will find
(41:57):
you and I will destroy you, notreally, but give it five stars,
right, and it really helps out apodcast to do that.
But anyways, give us some love.
I'm going to do that after theshow too.
I can't wait to share this.
Thank you so much.
You've been just amazing andwelcoming and just sort of
focused and listening.
So great job and great podcast.
Janice Hostager (42:17):
Thank you.
Thanks, Casey.
So are you ready to shop formicrophones and jump into the
podcasting world?
Seriously, like I said,podcasting is one of the best
business decisions that I made.
To learn about anything wetalked about in this episode,
visit myweeklymarketingcom,forward slash 112.
That's one, one, two and I'llsee you next time.
(42:38):
Bye for now.
I'm Janice Hostager.
After three decades in themarketing business and many
years of being an entrepreneur,I've learned a thing or two
about marketing.
Join me as we talk aboutmarketing, small business and
life in between.
Welcome to My Weekly Marketing.
(00:29):
Hey, hey, and welcome to anotherepisode of My Weekly Marketing.
This week, we're going to golike a little meta on this
podcast and share a podcastabout podcasting.
If you have a podcast and wantto grow it, or if you've ever
thought about starting a podcastand are wondering, wait, do I
really need one for my business,well then this episode's for
you.
(00:49):
Seriously, podcasting is one ofthe best decisions I've made
for my business.
Not only does it create myweekly crowned content and drive
traffic to my site and mypromotions, but it's allowed me
to meet so many amazing guestsand those guests have taught me
so much.
So do I recommend podcasting?
Definitely.
(01:10):
That's why this week, I wantedto chat with Casey Cheshire.
Casey is a podcastingpowerhouse, a B2B marketing
strategist and a former USMarine who's helped hundreds of
businesses turn their podcastinto a legit marketing machine.
He's the founder of Ringmaster,host of the Hardcore Marketing
Show and someone who seriouslyknows his stuff when it comes to
(01:34):
building relationships throughpodcasts.
Today, we're talking about whypodcasting is a powerful tool
for B2B businesses and theunique way that Casey uses
podcasting to grow his business.
So here's my conversation withCasey.
Well, hey, Casey, welcome to MyWeekly Marketing.
Casey Cheshire (01:52):
Thanks, super happy to be here.
Janice Hostager (01:54):
Great.
So you have built and hostedmultiple podcasts, including
your current one, the HardcoreMarketing Show, and now you help
others do the same thing.
What sparked your interest inpodcasting in the first place,
and when did you realize itcould be a business?
Casey Cheshire (02:11):
Yeah, I was running a company, it was an
agency and it was the kind wherewhen we teach our customers
things, we win deals.
We needed thought leadership, weneeded content, and I remember
sitting at my desk writing aLinkedIn article for an hour
plus, and the problem with thosetype of activities is sometimes
(02:32):
1,200 people would see thatarticle.
Sometimes 12 people would seethat article and you never knew
the difference.
Maybe it was a cool helicopterphoto on the front right.
It was really.
It felt like a waste of time,especially when you're running a
company and you don't have timeto do really anything anyways
to spend it writing.
And so I needed some other wayto do thought leadership, to
(02:54):
create content that would teachour prospects, teach our
customers, so we would win moredeals.
And I looked around and I sawpodcasting and there weren't any
companies like what I have nowthat would help guide me along.
So I just started ugly.
I just sort of researchedthings and looked around and
found a microphone and gotstarted and broke a lot of the
(03:16):
rules that I now teach peoplenot to do.
But you know, just started andwhat was amazing to me is I
instantly solved that contentproblem.
I instantly, within severalepisodes, had more content and
thought leadership than I knewwhat to do.
It was coming out of my ears.
In fact, I had so much contentthat at the end of a year, I was
able to actually publish a bookbased on all the conversations
(03:37):
I had with all the guests that Ihad, and they were all like,
happy to promote the book too.
So content was solved.
But one of the things thathappened in this process, other
than realizing I lovedpodcasting, was I loved
connecting with people, and Ihad this great interview with an
absolute amazing CMO at acompany, and at the interview
(03:59):
she mentioned that their teamwas actually migrating software
platforms.
They were migrating from oneplatform to exactly the platform
that my team specialized in,right, so I didn't realize this
at the time.
She didn't either.
I was like, well, holy heck,that's what we do.
And she's like, really, I'mlike, yeah, in fact, that's the
only thing we do.
And she was like great, we'vebeen looking for a partner,
(04:22):
we've had this show together.
I trust you.
Now let's get our teamstogether.
We got our teams together andthey scoped out and this is like
more of a friends and familydeal where you just you tell
your team hey, this is my friend, scope things out, let's get
them a good deal.
And she said hey, this is myfriend, his team's going to
scope things out, make it happen.
They got together, scoped outan $80,000 deal that signed
(04:43):
within days, no sales cycle, nohaggling back and forth.
It's like a deal with a friendwhere we just got it done and I
thought, damn, that was greatand that was on accident.
What if I made it on purpose?
Right?
And so then I sought out tointerview people who I know
would be fantastic customers.
They had the software that weuse, they had the problems that
(05:07):
we know we can solve, and Iwould invite all of their CMOs
in this case, because those werethe people that would buy from
us.
I would invite them to be aguest on my podcast, create a
relationship, create some greatcontent.
But in the end, many of themwere like oh well, you do x, y,
z, man, we've been strugglingwith this, we'd love to get some
work from your team.
So it became the most amazingfoundation of marketing for my
(05:31):
company and I was justpassionate about it.
So when I had a chance to sellthat company, I thought you know
what I need to go all in onthis podcasting thing.
And people kept asking me hey,great story, can you help me
with that?
And it's like, yes, yes, we can.
Janice Hostager (05:44):
I love that.
I, too, think that I was reallysurprised by the number of
relationships that I've beenable to form with people that
have been guests, and it's justbeen, I think, something I
wasn't expecting.
Casey Cheshire (05:59):
Yeah, same.
I think it definitely sneaks upon you, but it starts the
relationship off with a give,right?
We've just met.
You've invited me on yourpodcast and I'm grateful for
that, and you didn't start outby saying let me steal your
time, this happens all the time,right?
Marketing and sales, and let meplay these games and trick you
(06:20):
into paying attention.
And giving me your informationand sales is going to trick you
to get on a sales call.
You don't want to be on thatcall.
You're not paying attention.
I've been on these calls andnot paid attention, right?
It's messy, it's such a wasteof time and money.
So to skip all that and say youknow what, let me start this
relationship off right, you'venever met me.
You're an ideal customer.
Hey, come be featured on mypodcast.
(06:40):
Let me make this podcast aboutyou, not me.
It's not me just talking aboutme the whole time.
This is me asking questionsabout you, putting you in the
spotlight, and what a great wayto start a relationship.
Janice Hostager (06:50):
Absolutely.
Now I think that that probablywon't work for everybody, right?
So you were able to pull onpotential customers.
I would probably have a littlemore trouble with that because I
have industry experts dependingon your podcast, right?
So for listeners who are likesolopreneurs or running their
small service-based business,how does podcasting fit into
(07:12):
their marketing strategy, forexample?
Casey Cheshire (07:13):
Yeah, it works when you design the show to be
about your guests, not about you, the idea being like I could
certainly get on a show, and Ibet you there's a bunch of other
business owners out there.
I could get on a show and youcould ask me about P and L
statements.
Well, uh, you know I don'treally want to talk about them
(07:37):
and the amount of depth I couldtalk about them is kind of
shallow, right?
So if you were to invite me onthat pod, I probably wouldn't
join.
But instead, a good example iswe created a podcast for one of
our clients, Cal.
He's an accountant and he doesmarketing just for marketing
agencies, right?
How cool is that?
(07:58):
An accountant that just workswith marketing agencies.
I love the niche, by the way.
Every marketer is going.
Oh, that's great.
Good job, Cal.
We made a show for him calledthe Marketing Agency Power Hour.
This is not the accounting showwith Cal.
Why?
Because his customers aren'tgoing to join that.
The reason they work with himis because they need him for
(08:20):
that stuff.
If they were experts enough tobe on that show, they don't
probably need him, right?
And so you make it about yourcustomer.
Now, of course, you absolutelysprinkle in experts that are
interesting.
I've had this one researcherwho's an expert on creativity.
How do you make creativityprogrammatic?
That's something maybe all ofyour customers need to hear.
So you certainly put differentpeople on.
(08:42):
That might intrigue youpersonally as a host.
But you make the show about thewins and the challenges and the
struggles and the stories ofyour customer, so they feel
confident, like they could geton the show, talk about what
they do and you know what what'sreally fun is about.
Midway through not the beginning, but midway through you might
ask them hey, what's your takeon accounting?
(09:04):
And Cal does this, right?
Midway through.
Hey, what's your take onaccounting?
And they go oh man, you knowthat P&L statement or I can
never get in front of cash.
Payroll's kicking my ass, right, and guess what?
That's how you follow upafterward.
Hey, I heard you mentionpayroll's kicking your butt.
I've got a program, I've got aguy, I've got someone on my team
(09:25):
who's really good at that.
Let me have them sit down withyou know your person for half an
hour.
See if they can't make a planreal quick.
On me because we're friends,right, that's a great way to
continue the relationship with agive.
But I have had so many peoplesay, no, that sounds great, but
I want to pay you, I want tosign up with you.
Like I trust you.
Finally I meet someone who Ican work with, right, so this,
(09:47):
just this whole thing, worksreally well.
So for your listeners, itdoesn't matter what business
right, hey, a boring accountant,right?
Can have the power hour and ifyou listen, he kind of makes it
like a he's not that boring, bythe way, he makes it like a
wrestling theme.
He's like welcome to the powerhour, right, and it's just fun.
And he talks to marketingagency owners and has a great
(10:08):
time.
So, any, this works very muchin a business to business
setting where your guests andthe business they could bring in
is valuable, because when yourguest is valuable, you don't
actually care about youraudience like you do, but the
first priority is my guest.
I want them to feel special.
I want them to feel like theyhit it out of the park, so that
(10:30):
they're going to be sharing theepisode, which is a natural
promotion for you, having yourfuture customers and these dream
customers sharing an episode,your brand with other people,
right, it's magic.
In fact, on my marketing pod, mynumber one episode is not one
of those cool marketing authorsor the famous people or the CMO
of that big fortune company,right, it's the sales leader,
(10:54):
head of sales at this company inTexas, and he felt so, so well
represented on that pod I didwith him, where he talked about
his approach to sales but alsoabout how he really is
passionate about serving hiscustomers.
He felt so represented.
When he's selling a deal, hesays go listen to my interview
on this podcast.
If you like what you hear,let's do business together.
(11:16):
If you don't, no harm, no foul.
Hundreds and thousands ofpeople listen to my podcast that
one episode because he'spromoting it, right?
So I created marketingcollateral for him and in turn,
he's introduced me to thousandsof people by my brand, right?
So this is this really coolecosystem of just helping other
(11:37):
people out and then growing atthe same time.
Janice Hostager (11:40):
That's really interesting because I think in
marketing, what I do and with myclients is that I have what I
call the Trail to the Sale,which really aligns with the
customer journey map right.
So awareness, consider, compare, evaluate, buy and so on, until
they refer and kind of go downthe entire map but what you're
doing is kind of, like you know,leapfrogging ahead a little
bit, right?
(12:06):
So you're just saying you'regoing right through that nurture
process straight away almost tothe sale, and you can do that
because you're taking an hour orhalf hour or whatever to really
develop that relationship earlyon, right?
Casey Cheshire (12:19):
Totally totally.
And what's interesting too isyou know they still need you.
Right, we work best togetherbecause, guess what, not
everyone is in market the verymoment you interview them.
Right, they may have justsigned a year long agreement,
but guess what, when that year'sover, they're probably chewing
their arm off to get out of thatvendor and they would love to
(12:40):
work with you.
So you do need that marketing,you do need to nurture them long
term after that.
You do need to supply them withsome good content.
But, man, an interview is agreat foundation.
You can repurpose the hell outof it into some great marketing
collateral and that's like themarketing agency coming
alongside the podcast is reallyimportant.
Janice Hostager (13:02):
Why do you think so many businesses kind of
overlook podcasting?
Casey Cheshire (13:11):
Well, I, I think it's a little bit of that
evolution, right?
It's still kind of new, kind ofhere's a fun question.
Um, any guesses how manypodcasts there are in the world?
Janice Hostager (13:23):
Yes, um, I actually just.
.
.
Casey Cheshire (13:25):
Know this?
Janice Hostager (13:25):
Uh, it's like a oh gosh.
I know there were like 50, 500000 active podcasts.
Casey Cheshire (13:33):
Yeah, it was something like you know stats,
you know plus or minus a million, but, like, I saw something
about like four and a halfmillion podcasts in the world,
but only about 240 of them havebeen updated.
240,000 have been updated inthe last 30 days or so.
So, 240,000 sounds like a lot,but not when there's billions of
people right.
In tens of thousands, hundredsof thousands of companies, so
(13:57):
there really aren't that many.
And it just like blogs and justlike blogging content.
And man, I remember when noteveryone had a website.
You know, people had brochuresand someone had to come along
and say, hey, knucklehead, youneed a website.
If you don't have a website,you're dead.
Right, just like if you were inthe yellow pages, you're dead.
(14:17):
Well, you had to be a websiteand you're dead.
Now you have to email you'redead.
Well, guess what?
You're going to need a podcast,or you're dead because AI is
coming along.
There's going to be a lot ofnoise and you got to cut through
that noise.
You got to see.
My thing is like put down thegap and get connected to your
customer, get reconnected tothem.
You may, and I was this.
I'm guilty of this.
(14:38):
Like I had all these illusionsof what my customer was thinking
and feeling.
Some of them are outdated,right, and a lot of people
listening especially if they'vebeen running businesses for a
while, you probably are reallyclear on how your customer was
10 years ago, maybe five yearsago.
Things are still changing allthe time.
If you listen to Gen Z, theyhave crazy language, right,
(15:00):
things are changing all the time.
So we got to stay connected toour buyer.
So my whole soapbox is justlike reconnect with your buyer.
I call it connect to market.
Like the skip.
Go to market.
All these different phrases youhear from marketers.
I call it connect to marketLike the skip.
Get a one-on-one conversationwith your buyer and that's
what's going to happen.
Maybe you haven't heard of this, maybe you didn't think it was
possible to do this.
(15:21):
Well, guess what, it is.
And I think the other thing iswe get a little shy, marketers
get shy, business owners getbusy and and we're like do I
really want to talk to acustomer?
What if they say bad things?
Right?
No, you do.
Even if they say bad things,all the better to know the data
right.
We just didn't have a mechanismto get on a call with a
customer and I know themarketer's listening.
(15:44):
Or if you're a business owner,your marketer might suggest, oh,
let's do a case study.
But guess what, that's a take.
Hey, Mr.
Customer, you're great.
We're thankful for you.
Can we I don't know send you asticker or maybe a hoodie, but
then we need your time to dothis paper for us.
That'll help us.
Nothing really helps you hereand they're like they're happy
(16:07):
to do that, maybe, but we knowwe're kind of taking up their
time or being annoying.
But instead you flip the scriptand you say, hey, I'm going to
feature you on this show aboutleaders in this industry.
Love to pick your brain on thispodcast and feature you.
They're like, hell, yeah, getme on there.
And now you have a mechanismfor programmatically regularly
(16:28):
chatting with your customers andlearning ins and outs and also
getting to know them as a person, not just their business and
who they are.
On the nine to five.
Here's a question I love to askpeople too.
I like to say, okay, you're ina business and listen.
I failed this early on, soagain, I'm out there just trying
to raise awareness here.
If I were to ask you, can youname five customers by company
(16:50):
name?
What do you think?
Could you do it?
Janice Hostager (16:54):
By company name ?
Casey Cheshire (16:55):
Company name.
Janice Hostager (16:56):
Yeah yeah.
Casey Cheshire (16:57):
Yeah, right.
And your logos really help withthat.
You go, oh, yeah, those guys.
Oh, that was a terrible logo.
Or that oh, that was a bigcompany and it's kind of a
braggy logo.
I'm excited about that one.
So it's pretty straightforwardto name customers that way.
The challenge is if I go, okay,now can you name five of your
customers by first and last name, right?
(17:18):
Some of our more connectedbusiness owners will be like,
hell, yeah, I can.
Well, that's good, but somepeople might pause a little bit.
But almost everyone, includingmyself.
You pause a little bit and yougo, huh, can I?
And the difference between yourfirst answer, where you're like
, hell, yeah, those logos, andyour second answer was like, uh,
I think I could scrape togethersome names.
That for me, that'sdisconnected marketing.
(17:40):
That's, that's you beingdisconnected with your customer.
It was crazy is when you'redisconnected like that, you
hallucinate.
People say AI hallucinates yeah, humans do too.
We think our customers want x,y, z.
Maybe they did 10 years ago andso we hallucinate and we wonder
why our best campaigns do justa little bit worse every year.
(18:02):
It's because we're justdisconnected.
Janice Hostager (18:10):
I mean, I do a lot of fractional CMO work for
clients, so I definitely couldprobably come up with their
names before I could do businessnames because I talk to them so
frequently.
But you're absolutely right, ifit's a different type of
business, that would for sure bean issue.
Casey Cheshire (18:23):
And we're connected too.
Right, you have a podcast,you're regularly connecting with
people, and so that's thedifference too.
You can name them and youprobably have, like you said,
you've talked to them recently.
A lot of us, we got behind theapps, whether it's Constant
Contact or whatever kind of appyou got.
Hey, I got the HubSpot, I gotthe this and the that, and now
there's one step removed.
(18:44):
I got a survey recently from acompany with a product that I
actually really like.
I was excited to buy it and I'mhappy with it.
And it said, and I actually waslike oh, because I love you
guys.
And the survey, the firstquestion was like what was the
primary reason you bought thisproduct?
Right, and it had four optionsand that's it.
(19:05):
And none of them were thereason I wanted to buy this
product and they had no likeother.
Fill in the blank, tell us ifwe're hallucinating.
No, so automatically, thatsurvey is bogus.
It's bogus, bad data instantly.
And it's like drinking poisonwater.
It's like the poison water.
(19:26):
Well, you drink that water.
Now, your campaigns are reallyin trouble and you're really
going to start wasting moneybecause you're asking a question
and you're trying to force theanswer when you could just do a
podcast with someone and thenask those questions in the
podcast and get real answers.
Janice Hostager (19:42):
Yeah, yeah, in fact, just by forcing that
question, you've just thrown thewhole campaign or whatever, off
track.
That's really interesting.
So walk us through some of thekey, like ingredients.
Especially for someone whohasn't done entertainment or
really hasn't done a podcastbefore, it's like what is it
that they need to be thinkingabout, to be investing in
(20:06):
themselves, with?
What is it that, if I'm goingto start a podcast next week,
what would I need?
Casey Cheshire (20:12):
Totally.
We have a two month launchprocess, right?
So when we launch podcasts witha company, there's all sorts of
strategies.
That goes into things like thename and the script and when to
ask questions, microphones,things like that.
So I'm just going to tell youall two months, with as much
time as we have, and if we haveto cut it off, we have to cut it
up.
No, so here's a couple ofhighlights.
(20:32):
Right, the name is reallyimportant and our particular
kind of podcasting, we call itconnection casting, because it's
all about the connection withthe guests.
They're number one, and so forthat kind of podcasting, right,
you could have a podcast wherethey're just eating potato chips
with a good microphone, right,and it'd be funny if it got more
(20:53):
views than my regular show.
But I digress, right?
So this kind of connectioncasting, it's all about the
guest.
Well, the number one purpose ofthe name of the show is to get
the guest to come on the show,right?
So there's a lot of strategythat goes into it and there's a
spectrum of, like, reallycreative names and then there's
(21:15):
really boring names, but it'svery obvious who should listen.
Over time, I've gone fromcreating a creative just over 50
, 57 podcasts at this point forcompanies, and it started out.
We're very creative over time,though, more and more direct,
more and more clear.
This is what this podcast is,this is who it's for, this is
(21:38):
who you listen to it.
I love the name of your show.
It's very clear, right, it thethe sort of the coy,
tongue-in-cheek kind of names,and I've done those too.
They're fun.
You look, oh, this is amazing.
But sometimes not even youraudience knows what they mean,
right, and that misses the point.
And the whole point is to getyour guest to see the name and
go huh, that show.
One, would I listen to it andtwo, would I be honored to come
(22:02):
on that show, right, and sotypically it might be like hey,
this show is for, hey, marketingagencies, it could be the
marketing agency leadership show, or you know what.
For the business ownerslistening, if I was like badass
business owners, right, maybeit's a weird word, but at least
you know the show is forbusiness owners and that all the
(22:24):
people on the show are badass,right, okay, if that's your
brand, if that's your feel, ormaybe just a business owner
leadership, or business ownerswho care, or whatever.
But that might then go oh, Icould get a bunch of business
owners on there, right, and if,or if your customers were
chiropractors, you'd be likeleadership and modern or the
modern chiropractor, right, andyou would get, they would.
(22:45):
They would join up on the show.
We've created a show foroptometrists called Optometrists
Building Empires.
It's so fun and optometristsare like whoa, building an
empire, yeah, I'm building anempire.
Yeah, you're building an empire.
You're opening branches, you'reopening ops, you're doing this
right.
So the name can really have animpact on getting people to say
yes or be like eh.
(23:06):
I don't know if I would jointhat.
So the name is really important.
And then the script is importanttoo, the way you ask questions.
This show is fantastic for this.
I've seen some shows where,like a bad date, the show starts
out saying, hey, first question, I just met you.
What's your biggest failure inlife?
Hold on, we just met and maybeI'll tell you.
(23:30):
But here's the thing when youask negative questions like that
, they may tell you but they'recertainly not going to share it.
I was once on a podcast and Ishared this learning lesson
where I accidentally checked myemail on vacation with my family
.
It was a stupid email from astupid vendor and it triggered
me and I kind of like I was likeout of the vacation mode for a
whole day, right, so I kind ofshared this.
(23:50):
They gave it a name.
Like you know, CEO grows hisbusiness by working less.
They just kind of made it Idon't know, it wasn't really a
name I was really proud of andit kind of made me look, I don't
sound lazy or something.
I was like, well, I've neverpromoted that episode.
I've talked about it here.
I'm not going to tell you whatit's, you know who did it
because I'm sort of not reallyproud of it.
(24:12):
But like a show like this.
I feel like we're reallygelling.
Hell yeah, I can't wait toshare this when it goes live,
right?
So the kind of questions you askat different points in time
really matters.
Asking a story as your veryfirst question?
Terrible idea.
What happens?
People aren't usually good attelling stories unless you do a
(24:35):
Ted talk.
A man Ted talks are like youprepare for hours and days to
really get that nailed.
Most people haven't done that.
So if you ask him a story,you're going to get this 10
minute ramble fest.
Like where are we going?
And I know your audience comessecond, but even they're gonna
be like damn, what are welistening to, right?
So the focus of the scriptmatters, and I guess the final
thing I would throw out there isthe microphone.
You and I have these microphones.
(24:56):
We sound great, we're beingnice to the listener's ears,
you're being nice to my earswith your microphone and vice
versa.
The microphone, the sound, isvery important.
It's not enough to do thelaptop sound anymore.
People are used to NPR, they'reused to Joe Rogan.
You don't need a $300,000microphone, but a $50, $60, $80
(25:18):
one that plugs right in yourlaptop is the way to go, right.
So you got to take care of ears.
Most people are going to hearthis, even if we do capture
video.
Most people are like in theircar, they're doing their lawn or
something, and they're going tobe listening to this while on a
walk or something like that.
So we got to take care of theirears with some good sound.
(25:43):
And those are some of the realkey fundamentals.
Janice Hostager (25:48):
So I'm going to ask you, because there have
been.
So I've kind of experimentedwith a lot of different like
intros.
Sometimes I think, oh, what,you know, a story can really
pull people in.
But you're right, a lot ofpeople are not good at telling
that story.
So I'm glad you mentioned that.
I've really kind of played withdifferent ideas on how to start
it.
What do you think is the bestway to start podcasts?
I'm just curious for my own, myown podcast.
Casey Cheshire (26:04):
Let's geek out on it.
I call it the Q1 question.
So my opinion, just a podcasterdoing his thing, uh.
The more your guest talks, uhto.
To an extent, right, we'llstart at the end.
The more they talk, the themore energy that answer has,
right?
Short, quick questions?
Now, if you ask them in quicksuccession, it can be
(26:27):
interesting.
But typically if you ask me aquestion and I'm like blue and
then I stopped right, the energyjust says it took it a little
step down.
You asked me another and I andI pause, apples, that is like,
it can, it can really slowthings down.
So you want your guests to rantand rave as their first
question.
So what I recommend?
They call it the Q1 questions,the first question you ask.
(26:49):
It's always the same one andyou prepare them in advance,
either with a prep call or anemail saying look, you can screw
the rest of this thing up, butcome thinking about what this Q1
is going to be.
And what I recommend is thatfirst question, put your guest
in a place of passion andexpertise.
Right, they want to talk aboutit and they can talk about it,
(27:10):
and that does not always gotogether.
Sometimes people want to talkabout things and I don't know.
Like I planted a cherry tree,I'm excited to see it grow.
I don't know anything aboutcherry trees other than what
I've Googled.
I can talk about it for twoseconds.
I want to talk about it, but Idon't really have any expertise
on right or asking about the pand l, yeah I could talk about
it.
I don't want to talk about itand I'm pretty shallow.
(27:31):
But like as you as exhibit A,ask Casey about podcasting, the
guy won't shut up right?
Um, but at least that firstquestion, and you want it to be
a what question?
We've experimented with it who,what, where, when, why, what is
the question you want?
A what question gets you astrategy back.
Kind of like, there's asoftware term.
(27:53):
Time to value.
How soon from when someone hitsplay can they get a nugget of
wisdom to take with them?
Right?
Janice Hostager (28:01):
Right, yeah, yeah.
Casey Cheshire (28:02):
So you try to get like a strategy question
right off the bat like, hey,what's the most important thing
about being a modernchiropractor, right?
Or like success in the dentalindustry?
Or being a great business owneror whatever right.
And if they prepared it, theycan come back and they can go.
The right people on the team isabsolutely my goldmine.
(28:23):
You go tell me more and youjust get them ranting and raving
about what they really careabout and then that way you can
just kind of guide them along.
Like you're doing a great job,just sort of guiding me along.
You're not having to pullanswers out of me.
Whenever you're having to pullan answer out of a guest, it
means they're out of that zoneof expertise and passion.
Something's not aligned.
Either they can't talk about itor they don't want to talk
about it.
(28:43):
You're like tell me more, tellme more, guess what?
Let's talk about something else, cause clearly you don't want
to talk about this, so let's getyou somewhere, like.
And so it's like let's findsomewhere else.
But if they're in their zone,man, you're just holding on for
the ride, kind of keeping me inbetween where you know your
audience wants to hear, andwhere I'm on track, and I'm not
rambling too much.
Kind of keeping me inguidelines, but that's where you
(29:05):
want me.
So that first question can beyour longest question, you can
go into levels of it, and wealso recommend the guest preps
like an ordered list.
So you're like, okay, and youdid this beautifully.
You're like, okay, launching apod, what do we got to do?
And I should have actually said, hey, three things here.
Yeah, three things.
(29:26):
And you have this and you havethis.
We talked about the name, wetalked about the script, we
talked about the tech, themicrophone, right.
And that way, you have somesubstance underneath that
initial answer and this buildsout what actually turns into a
blog post, right?
So, thinking about content foryour website, guess what?
You don't have to go write thatnow.
You get an awesome marketingagency.
You give them the raw feed fromthis interview and, man, in the
(29:49):
first 15 minutes we've got acomprehensive blog post about a
problem, a challenge, a solution, where it came from, and
several ordered lists about howto fix it.
Hmm.
Janice Hostager (30:01):
Okay, so you are spewing so much wisdom.
So thank you, Casey, I do havelike every everything you say, I
think, oh, I should ask himthis, I should ask him this.
So a couple of things.
One of them you had said thatyour guests are the most
important and the audience isnumber two.
In my mind, in my world, myaudience is number one because
(30:22):
they're my potential customers,honestly.
But I see that you areinterviewing your potential
customers.
Yes, and that's the differentapproach.
Do you work with clients whereit is flipped, like I am, or do
you just recommend that?
Everybody kind of jobs, thesame system where you bring on
potential clients as guestsrather than as an audience?
Casey Cheshire (30:43):
That's a really good question.
I think the most importantthing is that you've thought
about who the most importantthing is and that you didn't say
the other answer, which is thehost is the most important.
Because I don't know if youbumped into these podcasts where
the host is the most importantperson and even if they have a
guest on, the guest gets in like30 seconds and the host talks
for an hour, right, why did youeven have a guest on, right?
(31:06):
So we definitely don't wantthat.
You know the idea of having theaudience be most important.
You know what, like, it's yourart form, it's your podcast.
If you want the audience to bethe most important, then by,
absolutely.
You know, like, that's what youwant.
I find, just from a businessstandpoint.
You know there's a, there'sthis term pod fading.
I don't know if you've bumpedinto this.
Pod fading is what happens.
(31:28):
People launch a podcast, theygo, wouldn't this be fun?
And then they realize, wow,it's a lot of work to edit, to
schedule, to prep, it's so muchwork and then shoot initially
like four people and my parentsare listening, right, and so
they go.
Well, I'm not getting very manyresults and it's a pain in the
(31:48):
butt to do.
I'm gonna stop doing it.
So that's pod fading is is inin usually numbers like 7 to 12
episodes.
If you can pass that greatchasm, you're good usually.
But I found that if you make theguest someone who could partner
with you, who could buy fromyou, who could be a reference,
(32:08):
like maybe he's an existingcustomer, if you can make your
guests somehow associated torevenue and not directly, you
don't have to like squeeze themand trick them and push them
into something.
But if they can be directlyattributed to revenue, then it's
just a little bit faster to getROI on the podcast.
Because the challenge withaudience is it becomes about the
(32:32):
numbers.
Right, do we have enoughnumbers?
And then it's that classicchallenge.
Because if you're trying to getears and eyes, now you're
competing with Joe Rogan.
So with your focus, you'recompeting with Joe Rogan, with
NPR, and they're going to winbecause they're better and they
have more ears and eyes andpeople might want to prefer to
(32:54):
listen to them over you or me.
Right.
For sure, my silly podcast.
I have a hammer and stuff likeso.
So, oh man, now we're competingwith those people.
That's rough.
But when you, when you, make itabout the guest, you compete
with no one, because theconversation between you and I
has never happened anywhere else.
It's happened here.
(33:15):
It's entirely unique.
And if we can do businesstogether and partner together
like I do, none of the marketingservices you do right, maybe we
can like collaborate.
Wow.
Now we're like the value ofthis conversation outweighs
anything else.
But it's tongue in cheek because, of course, the audience
matters.
But it's like bonus.
(33:35):
It's like icing on the cake asopposed to being the cake.
Right, eat icing, get sick, eatcake, then icing.
Be sick and happy, right.
So it's like make it about yourguests so you get some more
immediate ROI, and then youraudience will organically grow
and you'll be pleasantlysurprised to see them grow.
But you won't be sad if 60people listen, or 100 or 300 or
(34:01):
whatever the number is.
It usually is never enough,right?
You'd love it to be more.
And then you become obsessedwith trying to get people to
listen to it.
But maybe you don't needeveryone to listen to it.
Maybe you only need 40 peoplewho are the right people to
listen to it, right, as opposedto 400 of the wrong people who
will never buy from you.
So I just kind of like I focuson the guests first, but once I
(34:23):
prepared them and once they'reoff to the races, the guide
rails I'm trying to set up arelike huh, am I getting value out
of this?
Would my listeners get valueout of this?
So I am thinking about them.
I just maybe it's a bit moreaggressive to say like I don't
even care if everyone listens,but but it's true, like it's all
(34:45):
about the conversation.
And then I think what alsohappens is I'm not pandering to
the audience.
If you don't like it, go away,right.
And like it's, you can be like areal mind trap to try to figure
out um, is my audience going tolike this?
Are they going to prefer me askthis or that?
It's like I don't know.
So the way I have to operate iswell, they're choosing me to be
their filter and if I'minterested, if I'm learning
(35:06):
something, hopefully they aretoo right, because I'm their
filter.
So I I always tell people neverask a question you don't want
to know the answer to, becauseyou're the filter.
And if you don't care about theanswer, it that comes through
like ugh.
Now you're just kind of like atalking head on a TV show being
forced to interview some staryou've never heard or seen
before and you're like how'sHollywood going?
And you don't care, and theydon't care, they just it's very
(35:28):
transactional, right, and so Ionly interview people I want to
talk to, I want to learn fromthem and yeah.
So there's my rant.
Janice Hostager (35:37):
Oh no, that's no rant, that's all good stuff,
absolutely.
So you work with a lot of shows.
Do you still work a lot ofshows?
Casey Cheshire (35:44):
Yeah.
Janice Hostager (35:44):
Or do you set them up and then kind of let
them loose, or howdoes that work?
Casey Cheshire (35:47):
We bear hug them .
Janice Hostager (35:56):
Okay, so what separates the podcasts that
truly move the needle for theirbusinesses?
from the ones that do fizzle outafter a while.
Is it like passion?
Is it time structure, Like haveyou noticed any kind of
patterns?
Casey Cheshire (36:08):
Yeah, first and foremost, it's that whole thing
about, not about making it aboutsomeone else.
Like my company is calledRingmaster.
First of all, I saw TheGreatest Showman.
Thought it was one of thecoolest movies ever, right.
Once you that, oh, they'rerandomly singing in the middle
of the day, right, but likereally cool show.
But the idea of the ringmaster,if you think about the concept,
(36:30):
it's someone and maybe they gota little flair, a little flash,
they've got the red coat on orsomething.
But they're not saying look atme.
They're saying look over hereat that performer, look over
here, look at the high ride,look at the silly clowns right,
they're promoting other peopleselflessly and by doing that,
your attention's drawn to thembecause they're the one you can
(36:51):
trust and then tell you where tolook next.
So, as a host of a podcast,you're a ring master, this is
your circus, right?
And so as long as you followthat mantra and you're pointing
at other people, you'repromoting other people and
selfishly, not yourself thenyou'll continue to rise in
(37:12):
awareness as the person that istrusted to direct the attention.
So it's that selflessness, Ithink, is the key to what
succeeds, which iscounterintuitive in business
today.
Janice Hostager (37:25):
Yeah, well, I think people can tell when
you're being authentic.
I think there's enough forbroader out there that we don't
need to add any to it.
Casey Cheshire (37:34):
I once had an early customer back when I
didn't know any better, manymoons ago.
His stated goal of the podcastwas not connection with a buyer,
was not getting his brandawareness, was not competing
with the big guys who had waymore budgets which those are all
great goals.
His goal was I want to be morefamous.
(37:55):
And I got to tell you, withoutnaming any names, this person
did not meet the initialcriteria for what would you
consider regular famous, to bemore famous, right.
So that was the red flag there.
He wasn't even basic famous,and so I should have realized
wow, that's a weird goal, that'svery, that's very self focused
(38:15):
goal, not ringmaster focus onother people.
So that's typically the kiss ofdeath.
Right, there is, and it isn'tbusiness too, honestly, if you,
if you make it about yourselfinstead of you know, solving
your customer's pain.
So it's kind of a greatmetaphor for business and life,
but yeah, that's really whatdrives a pod to be successful.
Janice Hostager (38:35):
All right.
So one more final question here.
Oh, actually I've got a couple.
Casey Cheshire (38:39):
I thought this was like 24-hour pod.
No, we're not chatting for.
Janice Hostager (38:47):
Well, you know, I'm thinking about my audience,
who's just on a walk, who'scommuting to the mall or to
Target or whatever.
So if somebody could only doone thing after listening to
this episode, or take one steptoward launching or improving
their podcast, what would yourecommend that it is?
Casey Cheshire (39:00):
Really good question.
And I had a friend write a book, Start Ugly and that would be
my recommendation Start Ugly.
What does that mean?
Janice Hostager (39:09):
I know what it means.
Casey Cheshire (39:10):
You know what it means.
Message a customer, tell themyou want to feature them on a
brand new show about how awesomethat particular industry is
right.
And then you hop on a Zoom call, hit the red record button.
You throw that bad boy onYouTube.
Does it have a great name?
Does it have a great script?
(39:32):
Do you have a microphone?
Don't care right now, juststart ugly and then circle back
around.
Maybe you give it a better name.
Maybe you build out a script,maybe you get a microphone.
Janice Hostager (39:47):
Love it.
Yep, and that was certainly howI started.
It was very oddly, but you knowwhat I knew that I wasn't going
to get a lot of listeners tothat podcast.
You know, or really.
But you know you startsomewhere right, and that's how
I recommend anybody startsanything is that you're never
going to.
You can sit and try and polishyour plan all day long, but
until you, you know, jump in apool, you don't learn to swim,
(40:09):
no matter how many books you'veread about swimming, right?
So how can people find out moreabout you?
Casey Cheshire (40:15):
100% Like true to form.
I skip all the marketing gamesand everything.
Shoot me an email, CaseyC-A-S-E-Y at ringmastercom.
I'm just happy to help, right,I would love for you to launch a
podcast.
I'd love to launch it with you.
I mean, we have a program to dothat and we can produce it.
Really when we're let to do ourown thing.
(40:36):
The only thing our clients haveto do is show up for a prep call
and we give them a brief ontheir client, do some research
for them, show up on a prep call, meet your future client, right
.
Meet your future customer on aprep and then show up for the
show recording.
That's it.
We do all the rest.
We'll actually get you guests,We'll produce it.
We even do the social mediaafterward.
So we do everything.
So I would love to do that.
I would love to help you out.
(40:58):
But if even you're just startingugly and you just want an
advice, want a tip, hey, whatmicrophone should I get?
I have experimented with all ofthem and I'll tell you exactly
what to get.
And it's not the $300 one,right?
So happy to help.
Casey at ringmastercom orringmastercom, you go there,
start a chat.
We have a little chat box onthere.
You can start a chat there, butlike we can skip all the crazy
(41:18):
marketing and all the like, willI sell something to you?
I'd love to, but if I can evenjust help you reconnect with
your customer, that's what I'mhere to do.
That's what I like gets mefired up
Janice Hostager (41:29):
Love it.
Thank you so much, Casey.
I appreciate all the wisdomthat you shared today and I've
learned.
I've learned a lot.
Casey Cheshire (41:37):
Thank you so much for having me.
It's a real honor and I willsay those of you listening, um,
like this is an act of love todo a podcast.
So if you haven't alreadyyou're on Spotify, you're in
iTunes rate this show right.
Give a little love to this show, give a little five stars.
If you don't give a five, I'mgoing to find you, I will find
(41:57):
you and I will destroy you, notreally, but give it five stars,
right, and it really helps out apodcast to do that.
But anyways, give us some love.
I'm going to do that after theshow too.
I can't wait to share this.
Thank you so much.
You've been just amazing andwelcoming and just sort of
focused and listening.
So great job and great podcast.
Janice Hostager (42:17):
Thank you.
Thanks, Casey.
So are you ready to shop formicrophones and jump into the
podcasting world?
Seriously, like I said,podcasting is one of the best
business decisions that I made.
To learn about anything wetalked about in this episode,
visit myweeklymarketingcom,forward slash 112.
That's one, one, two and I'llsee you next time.
(42:38):
Bye for now.
Popular Podcasts
Fudd Around And Find Out
UConn basketball star Azzi Fudd brings her championship swag to iHeart Women’s Sports with Fudd Around and Find Out, a weekly podcast that takes fans along for the ride as Azzi spends her final year of college trying to reclaim the National Championship and prepare to be a first round WNBA draft pick. Ever wonder what it’s like to be a world-class athlete in the public spotlight while still managing schoolwork, friendships and family time? It’s time to Fudd Around and Find Out!
Crime Junkie
Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by audiochuck Media Company.
24/7 News: The Latest
The latest news in 4 minutes updated every hour, every day.