May 23, 2024 • 37 mins
Jennifer has some real marketing magic! Discover how she shifted from no-engagement Instagram posts to a true powerhouse strategy that has tripled her business.
Episode Notes: https://podcasteditorsmastermind.com/episode/pem093-podcast-editor-marketing-secrets
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Feeling stuck with your podcast editing business? It’s all too easy to feel like you’re spinning your wheels, not making the connections or gaining the clients you need. You might even be wondering if all that hard work networking and marketing is ever going to pay off.
But enough about the problem... because we all face it.
Jennifer's business has tripled in the last six months. And the interesting thing - she didn't make a wholesale change to what she was doing. She's still focused on the long game, on being generous and kind, and investing in in-person relationships.
But something shifted for her. And she's going to share some of that with us in this episode of the Podcast Editors Mastermind.
Let’s jump in!
Key Discussion Points
- Creating opportunities instead of waiting for them
- Not all groups are the right groups
- Opportunities from unexpected places
- Playing the long game
Links And Resources
- Bourbon Barrel Podcasting on Facebook
- Big Echo Creative
- Podcast Movement Evolutions - Podcaster & Podcast Industry Conference
- NAWBO National - The National Association of Women Business Owners
- Women Leading Kentucky
- BNI: Business Network International
- Amanda Riley | LinkedIn - On the Ball Administrative Consulting
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We stream live to our Facebook page and to YouTube every other week.
Our Editor
This episode of the Podcast Editors Mastermind was edited by Alejandro Ramirez. You can find him on LinkedIn if you're interested in talking with him about editing your show.
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Your Yetis Are
- Daniel Abendroth | Roth Media
- Carrie Caulfield | Carrie.Land
- Bryan Entzminger | Top Tier Audio
- Jennifer Longworth | Bourbon Barrel Podcasting
This podcast...
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
(upbeat music)
- How much is that?
(all groaning)
- All right, welcome to the podcast Editor's Mastermind.
(00:21):
I hope we're live right now.
When I hit the little go live button,
I actually got a warning that said,
"Hey, this is too hard, StreamYard's struggling."
So I'm hoping that we're live
and that if you're watching either on Facebook
or on YouTube, you're able to join us in the chat
because we wanna hear from you.
Tonight, we're gonna be talking about
all of the magical secrets that Jennifer has
that she's been using to grow her business.
(00:43):
But before we do that, we're gonna take a quick second
to introduce ourselves.
I'm Bryan Entzminger.
You can find me at toptieraudio.com
and over here is...
- Jennifer Longworth, bourbonbarropodcasting.com.
- And unable to join us tonight,
we're both Daniel Abendroth and Carrie Caulfield.
Both of them were unable to make it.
You can find Daniel at rothmedia.audio
(01:03):
and Carrie at carrie
.land.
And we're hoping that they can be back with us soon,
but it's just us for tonight.
I also wanna mention before we get into this
that we do have a potential sponsor coming up
for a couple episodes.
So just kinda keep your eyes open for that
in the next couple of episodes
and we'll see what happens with that.
With that, we're gonna go ahead and jump in
'cause that's what podcasters do.
We get all this stuff out, then we jump in,
(01:25):
we say we're gonna get right to the meat and potatoes
'cause we need cliches.
So Jennifer, we're gonna talk about marketing secrets.
- Let's dive right in, Bryan.
- Yeah, let's dive in.
We're talking about marketing secrets today.
So instead of just having you spill the beans
and try and share all your secrets in one fell swoop,
I thought maybe we'd take a little bit of a process
through this and just talk about before,
(01:47):
'cause last year I think you were kind of getting back
into the editing, you'd taken a bit of time off
from editing, you were getting back in
and I think you ended the year with a handful of clients.
What were you doing in terms of marketing
and getting your business out there
that got you back to that handful of clients?
- I never went totally away, first of all.
(02:08):
I just had a falling out with podcast editing relationship,
wasn't all there, and that's why I disappeared
from the show for a while.
But I never quit editing 'cause I have a few,
well, I have one long-term client
who's been with me for a few years,
so she never missed a beat.
And a couple others, they've podfaded since then,
(02:28):
but whatever, but I've always kept a few.
And for those of you who haven't been following along,
I tripled my business in the past six months.
So what was I doing before?
Not much different than what I'm doing now.
It just started to work.
(laughing)
- See, this is where I was really hoping
(02:48):
that you'd have some secret program
with a fancy name that you sell for a price
that has a seven at the end that you can offer to us
that will get us all going.
What is it that you're doing then?
Do you have a sales funnel?
Are you working everybody through a pipeline?
Do you have some kind of process
that you're just rocking it out with?
What are you doing?
- Well, you're saying words that I don't think
(03:09):
in terms of system and pipeline and funnel
and all those things, no, I don't do any of that.
The big marketing people and how you wanna make money
and all those things, that's what they tell you to do.
And there's this thing called a CRM,
don't know if you've heard of that.
I don't have one of those either
(03:30):
because I don't think that way.
But back fall of last year,
I met Amanda Riley on the ball is her company.
Shout out to Amanda, she'll never see this,
but if she does love her,
she just set me up with a spreadsheet
because I was getting bogged down in billing
(03:50):
and not getting paid because I wouldn't send out my invoices
for over a month.
And that's not a good way to run a business
'cause then you don't make any money
'cause you're not asking for the money, you don't get paid.
So she sat down with me and she just made a spreadsheet,
client name, episode, week one, week two, week three,
week four, week five, when there is a week five.
(04:13):
And she's like, here's a spreadsheet, run with this.
And that was enough of a system framework
for me to start thinking logically,
I guess maybe at least tracking.
So when I started the spreadsheet with her,
I had six paying clients.
That's how I know the number.
(04:34):
So last year, six paying clients.
My goal for 2023 was 10 paying clients.
And I hit that over the summer,
but then people didn't continue.
So I ended the year with six.
And there was a lot of things that happened
all at the same time.
It's hard to sort through,
but that just given some structure
(04:57):
to a non-structured thinker was very helpful.
- So you mentioned that there was a lot of stuff
happening at the same time.
Can you maybe share a little bit more about that?
'Cause believe it or not, for those that are watching,
I don't know a ton of this backstory
because Jennifer and I and Daniel haven't connected a ton
off the show recently.
So I'm learning as much as you are.
(05:17):
- Well, my biggest thing is the in-person networking.
I do a lot of that.
I joined BNI, Business Networking International
at the beginning of the year.
I've been involved in Women Leading Kentucky
for a few years.
I just joined, last year I joined NABO,
(05:39):
the National Association of Women Business Owners.
If you don't remember this for the notes,
I'll loop you back in later.
I see you trying to get it all in.
(laughs)
But doing these things and being challenged
as a business owner by the participants
in these different groups.
I can't specify what one person said or didn't say,
(06:03):
but asking what are your goals?
I went to a speed networking thing,
which is like speed dating, but it's with businesses.
And you had to share your goals
with your partner for the round.
And I'd be like, "Oh, I want 10 paying clients.
I want you to get back to that."
And they're like, "Okay, that's not big enough.
(06:24):
That's all you got?
Well, what does that mean in terms of numbers
or revenue or whatever?"
And they're throwing out acronyms.
I didn't understand what they meant,
but I'm like, "Oh, I need to think about money too."
And Jesse, what choice?
He's like, "Oh, don't just base it on number of clients
and whatever and just things clicking like that."
(06:48):
And I don't know, then people just started coming to me.
(laughs)
It's like, how did this happen?
- You mentioned that you're having
some of these conversations with other business owners
that are challenging you.
Did that then change anything that you were doing
or how you approached what you were doing?
- Well, one thing I can't specify,
(07:11):
someone in Nabo, Basia Roberts,
talked about how her company used to have a logo
with the skyline of Lexington on it.
And then she felt that was limiting, changed the logo,
and was able to branch out past just Lexington.
So for people who have my old coasters,
(07:31):
the brown ones, there's the state of Kentucky
behind the "Bourbon Barrel" podcasting logo on it.
I got a new logo that doesn't have
the state of Kentucky in it.
It looks like this.
It's still a "Bourbon Barrel," a "Bourbon Barrel" head,
but I took off the state of Kentucky
'cause that kind of resonated with me.
I'm like, "Oh, maybe I am limiting myself."
(07:53):
And then taking that mindset away,
I mean, I still want to be your go-to person for podcasting
in the central Kentucky area.
That's still my niche,
but I don't have the state of Kentucky on my logo anymore.
So I'm thinking bigger.
- That was actually gonna be one of my questions
because I remember that your,
(08:14):
I'll call it an elevator pitch
'cause I don't remember exactly what it was,
but it was very specific to, I help Kentuckians.
- Yep.
- Has that changed also for you?
- That is no longer on the website.
It doesn't say Kentuckians on the website anymore.
- Okay.
- It was an old tagline and it was empowering Kentuckians
to change the world one podcast at a time,
(08:35):
but now it's just empowering you.
So, or people, or I don't even know what it says.
I don't use it very often.
What do I say?
I say, "Empowering you to change the world
one podcast at a time."
That's the one that rolls off my tongue easiest
if I need a quick line,
but I have a bunch of other ones I say too.
- So you mentioned that you're networking
(08:55):
in a bunch of these groups.
You've got BNI, Women Leading Kentucky,
National Association of Women Business Owners.
Did I get those right?
- Yep.
- Ha ha, that means I win a prize.
- Good job.
- Yeah, are those where you're finding your clients?
- No.
- Ooh, say more about that.
'Cause you mentioned the value in the networking group,
but you're not getting your clients from there.
(09:15):
So what's going on?
- Not directly.
So I'm getting business knowledge.
And I tried to think about this and I had to say,
where my most recent clients came from.
One of my most recent clients who signed on
for a launch package,
we have been running in networking groups for a few years.
And she's just now coming around to podcasting.
(09:38):
So just like we tell all of our clients
that podcasting is a long game,
networking is also a long game.
So she came around for years.
Two others I met networking
at the Podcast Movement Evolutions.
And this is the first conference I've been to
that has actually turned into business
(10:01):
directly from that conference.
I've spoken, I've visited, I whatever.
Well, good clients.
I have met, I should say,
I did get somebody else from one or the other,
but they've already podfated.
But this one, it just felt like, wow,
I'm getting my return on this conference.
- Nice.
- And that's real nice.
(10:22):
And one of them, this,
I guess what it comes down to is providing value to people.
And I met the girl and I was like,
well, who's your media host?
Well, what's a media host?
Well, how are you doing in podcast
if you don't have a media host?
Well, we're just uploading it and pray and pray, I guess.
I don't know.
And I'm like, well, here's a few media hosts.
(10:43):
I recommend so and so and so and so.
And they were like, wow, you just provided value
and asked nothing in return.
And that's how I got another recent client.
She found me on Facebook.
We have a huge Facebook group called Ladies of Lexington.
You don't have to put that in the show notes.
(11:05):
It's just for Lexington, Kentucky women.
If you're a Lexington, Kentucky woman,
but someone finally asked my question,
are there any podcast editors or producers in town?
Well, ha ha, of course.
So the comments blow up with my name
because I've done my networking with people.
Someone, not the original poster, booked a time with me.
(11:28):
I already have her money, but she hired me.
She said, okay, I'll be upfront with you.
I'm interviewing multiple people.
Sure.
But I said, hey, how tied are you to your show name?
'Cause you don't have a keyword in your show name,
your show title.
I have no idea what you're about.
I had to like look into this.
She was like, oh yeah, that's a good point.
And then I pointed out something else on her feed
(11:50):
or whatever, I'm like, you know, you could approve it.
And she goes, you've already provided me so much value.
I'm not even gonna interview anyone else.
You're hired.
Wow.
I mean, I could have just said it costs this much
to work with me, but I didn't.
I was like, okay, you have me for 20 minutes
or whatever on the discovery call,
(12:10):
but I can provide you a little bit of value.
You see why you should work with me,
not just how much it costs.
- You mentioned that Evolutions was the first
of those conferences that you've gotten a good client from.
Was there something different about that?
- As I reflect on my not so good clients,
I think the difference was I interviewed
(12:33):
with both co-hosts this time.
Whereas before I only talked to one of them
and the other one had a problem with me.
(laughs)
So if you are going to work with someone,
I'll be sure you talk to all the parties involved.
Because it was a personality issue.
But I'm like, that's been, as the kids would say,
a hot minute since I've gotten clients from our conference.
(12:56):
So I kind of almost forgot about that.
I did have that.
- Part of why I'm asking is because I've been
to several conferences and my number is zero,
which is fine.
I mean, I didn't go to the conference
for the specific purpose of finding a client.
That's just a nice bonus.
- Right.
- But I was just wondering,
if there was magic in the conference itself,
(13:17):
because I think evolution tends to be more industry focused
as opposed to the regular podcast movement,
I think is generally more beginner focused.
Right?
There's a lot of tracks.
A lot of the tracks are very basic high level stuff,
or they're purchased by somebody who's just selling them,
helping you with your show, right?
(13:37):
- Right.
Well, I will say that I've never gotten a client directly
from speaking at one of these,
but I sat behind the one girl
and that's the one I provided value telling her
what a media host was and why she needed one.
And then the other lady,
I sat next to her and just got to talking
(14:01):
and I haven't raised my rates yet.
So my rate is like way less than what she's paying now.
She's not happy with her editor.
I'm like, I can save you some money.
That's not gonna be my pitch after June 1st.
But that just, and we just kind of clicked
and we had a lie in common and just kept talking.
And I mean, it's still networking just on a different scale.
(14:25):
- So I think before we move on from networking,
we did have one question Daniel dropped in,
even though he wasn't able to make it,
he had a question for you.
He's good like that.
He mentioned that he wants to get involved
in some networking, but he's not really sure
how to get started.
I don't think that I heard from you
that you started with BNI and women of,
(14:47):
so how did you get started?
- Okay, so how did I get started networking?
- Yeah.
- Let's doodle-doodle-doodle-doodle-doodle,
go back in time to when I was a stay at home mom Avon lady,
or even before I had kids, I sold Avon for 10 years,
makeup, perfume, jewelry stuff.
(15:07):
Yep, I did that.
So as a salesperson, you know you have to get out
and it's a numbers game and you gotta meet people,
meet people, get yourself out there.
So I started finding networking groups back in,
I guess this would have been 2000, 2002.
That's when my kids were little,
but getting into the networking game then,
(15:30):
and there were a few different groups
I kind of got involved in then,
and then a few years ago found a different one,
but not all groups are for the same,
I don't wanna say quality of people,
but that is seriously the only word coming to my head.
But like some are for mompreneurs,
some are for women business owners, some are, it depends.
(15:51):
So you have to find the right group.
And if you can't find one,
well, I started the Lexington Podcasters Meetup group
in 2018 and I have gotten clients directly
from running that group because I'm the expert in the group
'cause it's my group and people come to the group
and they're like, "Who edits in here?"
And everyone points to me.
They're like, "Oh, it's her."
(16:14):
Chamber of Commerce is a great place to start too.
If you're serious about your business,
so Commerce Lexington here locally, I'm a member of that.
I know the Chamber of Commerce has networking events
that are open to the public.
You can pay a little bit extra to come,
like it's $10 for members, $15 for non-members
(16:35):
or something like that.
And then just come and meet people.
Now, my strategies don't work
if you're an introverted introvert, an introvert, Bryan.
So- - Wait, are you looking at me?
Is that what I hear?
- I'm just saying that true introverts
would not work with my method.
Now, am I an extrovert?
Eh, I'm kind of like, depends on my setting.
(16:59):
After I people all day, I'm really done.
- Right.
- But I still set up
at Women in Kentucky conference last week.
I have a meeting with a potential podcast partner.
I'm not exactly sure what they mean by that yet,
but they want a podcast partner.
- Hmm.
(17:20):
- Is that me?
I don't know, but I have a coffee meeting set up
like right after, because I was standing there
at the conference and like,
"Oh, we need a new podcast partner," whatever that means.
And I like emailed them from my phone.
I'm like, "Okay, Jennifer, they're really interested.
Don't drop the ball on this because I do."
(17:41):
- And if they want a podcast promoter,
we've got somebody from our comments in,
separate, not from this.
We're not talking about you, Alejandro,
but we've gotten recently a rash of people
that are wanting to promote this show for us,
Apple iTunes and Spotify.
- And YouTube.
- Yeah, and the YouTubes. (laughs)
So at least it wasn't that.
(18:02):
Alejandro says, "Did you called me?"
I think he's probably referring to how extroverted
he likes to be as well.
(laughing)
- Yeah, well, podcast editors, it's a very,
you know, me and my computer type industry.
It doesn't really require a lot of talking to other people,
(18:23):
which is why I got really depressed
when I was trying to make it a full-time thing.
- Oh, gotcha.
- And also why I do a crap ton of networking,
because I gotta like satiate that extroverted side of me
from time to time.
- So if we exclude recovery time
(18:44):
that somebody like me might need,
if they spent what feels like 600,000 hours
of networking a week. (laughs)
Do you have some,
like is somebody helping you with your marketing and stuff?
- Not really, I have Big Echo Creative does my design work
and then I order stuff on my little swag
(19:06):
from another company.
But as far as like getting out and pounding the pavement
and actually doing the networking, no, it's all me.
Now, one of my subcontractors is gonna sub for me at BNI
in a couple of weeks when I can't be there.
So I'm like, "Oh, hey, you're off work that week.
How convenient, I can't be at BNI.
(19:27):
You get 45 seconds to talk up the business.
Can you do it?"
- Yeah, nice.
You mentioned that Big Echo Creative does some of your stuff
and you also get some other things.
Before we started recording,
you were showing me some of the cool stuff that you have.
- Yes.
- I would like to showcase this
because these creative ideas are really interesting.
(19:47):
So what you got there?
- So this is last year's model.
It's a bourbon barrel key chain.
It's a little squishy stress ball,
but it's shaped like a bourbon barrel on a key chain.
And I gave those out
at Women Leading Kentucky Conference last year.
And this year people were telling me,
"Oh, I have that on my desk.
Oh, I still have your bourbon barrel."
(20:07):
So they remembered me.
This year I gave out little bourbon drinking glasses
with my logo on them.
They're very nice.
They turned out, they're a lot better quality
than I thought they would be.
My logo is very tiny, but hey, it's there.
And then I have pins.
And this year for Women Leading Kentucky,
(20:28):
I had a big pop-up banner with my face on it.
And you can go to my Facebook page
and follow me, bourbon barrel podcasting,
and see pictures of that.
And then I have a table runner
just to make me look more professional and put together.
And even my mom and sisters were like,
"Oh yes, those pictures look like a professional setup."
I'm like, "Yes, because I'm running a business."
(20:50):
- Nice.
And for those that are listening to the podcast later,
if you go to the show notes page,
you should be able to see that.
We'll have the video there for you
so you can just scoot ahead to about 23 minutes in
and you can see those, what she showed us.
Not everything's gonna be visible
because she doesn't have the big banner behind her,
which I think is pretty lame.
You've just got it set up like an office today.
(21:10):
(imitates air whooshing)
Oh yeah, nice stuff.
- It's like my rack card only, life-size.
- Nice, life-size rack card.
- Yeah.
- So let's see.
I've got really just a couple other questions.
If anybody in the chat has questions for Jennifer as well,
we're glad to offer those up.
As you think about the journey to,
I'll call it rebuilding your business.
(21:31):
I realize that you never totally went away,
but you also did kinda let it get on life support for a bit,
which I think I might be guilty of currently.
So if I'm thinking to myself,
"Hey, it's time to start rebuilding things."
Is there anything that you wish
you would have done differently?
I'll tell you one of the things I did
right before I really jumped back in
(21:53):
is maybe it wasn't necessary,
was put a ton of money into the marketing.
We'll call it budget.
But there's a local publication here in town
that is a pay-to-play model,
but you can get your picture in it
and look really cool and fancy.
And I got, oh, two, kind of two clients off of that,
(22:15):
but it was very expensive and not worth it.
But putting a ton of money into something
makes you have skin in the game.
And then you're like,
"Oh, well, I am setting myself up
"as an expert being in this magazine.
"I should probably know what I'm doing."
And do you know what you're doing?
Oh, I do now.
(22:37):
Awesome.
Is there anything that you've been doing
to market the business
that didn't work out as well as you had hoped?
Well, that.
Lots of money in the pay-to-play?
Yeah, that didn't work out as well.
I mean, people see you and they're like,
"Ooh, I saw you in the magazine."
I'm like, "Oh, yeah."
Okay, so it's more like social proofing and street cred,
(23:00):
but you don't actually get,
I mean, some people are real successful
with those magazines.
They say that's their top sales tool or whatever.
Okay, that's not for a podcast editor.
Podcast editors were different,
in case you all didn't know.
I like the term special.
We are very special.
And so it's a,
(23:21):
when you think about podcasts in general
of how they're a very intimate medium,
you're in people's ears, et cetera.
And well, we're kind of the conduit of that.
So it's like a relationship with your clients
and their shows,
(23:41):
and you have to make them sound good for the listener.
It's a more relational process than just finding someone
in a magazine.
Yeah, yeah, that's fair.
I didn't get nothing from the magazine,
so I can't say that, but I didn't get enough to make it.
Yeah, so the question in the back of my mind is,
is it possible that some of these people
(24:02):
that you've now found also saw you in the magazine?
And while that wasn't what pushed them over the edge,
it might've been something that they considered.
Possibly.
I've gotten people just Googling podcast editing
in Kentucky, so don't underestimate the power
of your website in Google.
Do you think you'll still get that now
that you've removed Kentucky from the website?
(24:23):
It's still in my address and stuff.
Oh, okay.
Maybe you should share, for those that don't know,
you've changed a little bit about your brand identity.
I have.
Which part?
Well, why don't you just share,
'cause you've changed your logo.
Because of that, you've also changed your website.
You've probably changed some other stuff that I'm missing,
(24:43):
so in my mind, it's possibly all germane.
So we've been talking about marketing in person,
but things are different.
You're sending them to arguably a different place,
even though it's the same location.
I did do my website last year,
but that was before I redid the logo,
so it's still the old logo on the website,
'cause I don't wanna pay to have the, yeah.
(25:06):
I don't wanna pay for the time
for them just to upload a logo.
So I'm waiting 'til I have a lot to change.
To update the website again.
But I did redo the website,
'cause I wanted the bourbon barrel feel on the website,
and that was missing before, so I redid that.
Sending people to different places.
(25:28):
So a couple years ago or so,
I had a company do Instagram marketing for me,
Instagram and feed it to Facebook.
That totally fell flat.
I got nothing from that.
So I was like, you know what?
This is not worth it to me,
because nothing's happening here.
(25:50):
So now I just post pictures of me editing,
or me out and about, and me doing things.
I get engagement on it.
Is it turning into clients?
No, but neither was what I was paying for.
- Yeah, and I suppose that's a lot easier too.
- Yeah, and nobody's forcing me to do a reel
(26:11):
I don't wanna do.
(laughs)
- Yeah, so there's value in pushing through, right?
And doing something that's been proven to work,
but there's also value in not trying to fit yourself
into somebody else's wardrobe.
- Yeah.
- Which, to me, that's what a sales funnel feels like.
It feels like what I should do,
(26:32):
and conceptually I can totally get on board,
but when it comes to actually trying to force people
through a process, that to me, I just don't like it.
I'm not saying I'm right, I just don't like it.
- Well, my little process is somehow
you either find my website or you find me,
and I send you to my booking link.
So I still do the click here to book with me
(26:54):
for the 20 minute consultation call,
which never is just 20 minutes, but whatever.
And then provide value or answer questions.
Sometimes people just wanna talk,
they're not ready to hire.
Like Gina, I talked about earlier.
And then hopefully they say, oh yeah, I wanna know more.
(27:15):
How much is your prices?
Blah, blah, blah, blah.
And then I send them a proposal, which hopefully they sign,
and then we set up the Dropbox.
So the other option, you can go to my website,
barebranderbarrelpodcasting.com, and get my free ebook.
And then you end up on a email drip campaign
that you get like 10 to 12 other emails from me,
and you never hear from me again,
(27:35):
'cause I never look at ConvertKit.
So system flawed.
But if someone just has questions,
then I don't feel like answering the same 10 questions
over and over again that we all get.
Just get on, go there.
- Here's my ebook.
- Here's my ebook.
And then you get the drip campaign.
(27:56):
- Nice.
So Alejandro does have another question.
- Yeah.
- He said that he really likes the color selection
for your brand because of what he's doing
in terms of visual identity.
He's wondering whether or not it was random
or well thought out, like that kind of thing.
- Well, I had it, my old logo,
I had pink and blue 'cause I like blue
(28:19):
and I needed an accent color of pink.
And then I played around with,
and still have some things with the brown
for the bourbon barrel aesthetic.
And pink just pops on that bourbon barrel aesthetic.
The pink just poof on the brown.
And so when I had my new logo designed,
(28:40):
they ran with the pink.
- Nice.
- So I kinda, and then I'm wearing a pink shirt
in my headshot.
So it just kinda works.
Pink looks good on me.
And was there much psychological process of color theory?
No, I just like the color bright pink when I wear it.
(29:03):
And it looks good on a bourbon barrel.
- So do you have a bunch of stuff in your wardrobe
that's all that same pink so you can wear that
and that can become your color identity?
- I have branded shirts that have bourbon barrel podcasts
embroidered on them. - That's right, you do,
don't you? - Yeah.
I've got T-shirts, I got polos.
(29:23):
I do have a blue polo, a couple of blue ones too
from when I was playing with the blue,
but I need to get more pink ones
so I don't have to do laundry as often.
(laughs)
- Cool.
Well, that is the end of what I had for you.
I'm wondering, is there anything that you wish
that I would have asked you
so that you could shine like a star?
- I'm trying to think, like, okay,
we talked about networking and it's hard, it's not easy.
(29:48):
And even networking on socials,
making sure every time the word podcast comes up in a thread
that's not a podcast forum, make sure people know about me.
So I just got a lead from LinkedIn
because just before we started, like LinkedIn, really,
but one of my friends say something about podcasts
(30:09):
on LinkedIn, commented my name, said, "Do you do this?
I got the booking call, so now it's up to me," right?
And they're looking for a true consultation,
but they said, "Oh, and I might be able to hire you."
So I'm like, "Oh, they already are thinking this,
this is great." (laughs)
I'm just going in with the, you know,
prepared to give value.
Oh, I also, with the Chamber of Commerce,
(30:30):
I forgot to mention, I spoke at a recent Chamber event
and I got a potential client off of that right away,
about podcasting, of course,
but there was a room full of 20 people
who were there to hear and learn about podcasting.
At least that's what I presume they were there for.
A couple of them might've been there
just for the networking. - The free lunch.
(30:51):
- Well, there wasn't even,
it was like maybe snacks and a water bottle.
There wasn't even lunch.
It was at 3.30, so it's in the afternoon,
which takes the pressure off of food, I guess.
But I mean, people are coming to that.
And I had a little event that I put on at the library
on Monday and a few people came to that.
(31:12):
I just publicized it through Facebook
and through my clients and stuff.
I'm like, "Yeah, if you have podcast questions,
come to the library between 12 and three
and I'll be there," and people came.
So you have to create the opportunities
for yourself sometimes as well.
So if you don't have a local podcast group
to thrust yourself upon as the expert editor, start one.
(31:34):
I just found, I'm like,
"Certainly I'm not the only podcast person
in this town in 2018."
So I found somebody else.
We started the group.
He's done podfaded and disappeared,
but the group is still going.
So you just have to create your own opportunity sometimes
if you can't find the right niche for yourself.
And also keep in mind that my target market
(31:56):
is local Lexington.
That's who I'm going after.
So that's why I get myself out there.
And then people say, "Wow, you're everywhere."
And I'm like, "Yes, that's what I'm trying to do."
It's like, "Wow, you're everywhere.
Yes, that's me."
- Well, Jennifer, it has been incredible
to listen to you share how you've done this
and it's been fun to watch
(32:18):
as you've been growing your business
and transforming yourself into a business owner
and kind of looking behind you going,
"How did I get here?"
And it's fun to do that.
I realize we're a little bit early.
That's okay.
I would like to jump to the question of the week.
I think you had to ask a couple of times
before you could get a new one from ChatGPT,
but what's our question?
(32:39):
- Our question of the week from ChatGPT is,
"If you could have dinner with any historical figure,
who would it be and why?
And don't say Jesus."
- There's so many different directions.
I think I'll pick one from American history.
I would love to sit down with Abraham Lincoln
and talk about what led him into the Civil War
(33:03):
and going through that.
And I'm interested to hear from the person
rather than everybody that kind of shares
what they think about it.
I'll go with that one.
What about you?
- I saw the question ahead of time
and I already had my person picked out.
So Mary Todd Lincoln was my answer.
(33:23):
- Who's that?
- That's Abraham Lincoln's wife.
- No way.
- Totally.
She grew up in Lexington and I did a book report on her
when I was like in fourth grade.
And she struggled with some of the same things
I struggle with, but not having a husband in presidency
and getting killed and everything, but some other things.
And I don't know, that's just-
- Interesting.
- She was an interesting character.
(33:45):
So that's who I thought of.
- Alejandro says Gandhi and then just kidding.
- I wouldn't mind meeting Gandhi.
I think that would be good.
- There's lots of people I'm like, okay, well,
I mean, my patron saint is St. Jane Frances de Chantal.
I'm Catholic.
So I would like to go like meet her and say, okay,
tell me what inspired you to do this or that.
(34:07):
And how did you feel when this happened and all the things.
So that would be a cool one too.
- I think that wraps it up.
If somebody wants to take Jennifer's place next time
and be the guest, Jennifer,
how would they be a guest on the show?
- You go to podcastedgermastermind.com/be-a-guest
or email us, yeah, at podcastedgermastermind.com.
(34:29):
- Yeah, that'll get it to us.
I think that's all we've got for today.
I do wanna thank you, Jennifer,
for putting yourself in the hot seat,
letting me ask probing questions that I will probably use
to try and go get business.
And- - Well, good luck.
- Yeah, for everybody else that joined us in the chat,
thank you for being here live.
If you're listening later,
we're glad that you were here.
(34:49):
The show is available in both video and audio podcast form.
Alejandro's our editor.
He makes the audio for us.
And if you check out the website,
podcastedgermastermind.com,
for the most recent episodes,
you can find both the video and the audio there
at the same time,
so you don't have to wonder where to go to get it.
It's just all right there.
And I think that brings us to the end.
(35:10):
Am I missing anything, Jennifer?
- Well, I'm Jennifer Longworth,
and you can find me at berberabearopodcasting.com.
You can spy on me online,
at bourbonbarrelpodcasting.
I'm not on Twitter, though.
- I'm Bryan.
You can find me at toptieraudio.com.
I am too active on Facebook,
on my personal account.
My top tier audio for the business stuff,
(35:31):
but I don't do a lot of posting right now.
And then unable to join us today
was Daniel Abendroth at RothMedia.audio.
And who else, Jennifer?
- Keri Caulfield at Keri.land.
- Thanks, everybody.
We're glad that you could join us.
We'll see you in a couple weeks.
- Are you hitting the big red button?
- I hit the big red button.
Now I'm just hoping that it actually recorded.
(upbeat music)
(35:54):
- So how much is that?
(all groaning)
- No!
(upbeat music)
[music fades out]
(upbeat music)
- How much is that?
(all groaning)
- All right, welcome to the podcast Editor's Mastermind.
(00:21):
I hope we're live right now.
When I hit the little go live button,
I actually got a warning that said,
"Hey, this is too hard, StreamYard's struggling."
So I'm hoping that we're live
and that if you're watching either on Facebook
or on YouTube, you're able to join us in the chat
because we wanna hear from you.
Tonight, we're gonna be talking about
all of the magical secrets that Jennifer has
that she's been using to grow her business.
(00:43):
But before we do that, we're gonna take a quick second
to introduce ourselves.
I'm Bryan Entzminger.
You can find me at toptieraudio.com
and over here is...
- Jennifer Longworth, bourbonbarropodcasting.com.
- And unable to join us tonight,
we're both Daniel Abendroth and Carrie Caulfield.
Both of them were unable to make it.
You can find Daniel at rothmedia.audio
(01:03):
and Carrie at carrie
.land.
And we're hoping that they can be back with us soon,
but it's just us for tonight.
I also wanna mention before we get into this
that we do have a potential sponsor coming up
for a couple episodes.
So just kinda keep your eyes open for that
in the next couple of episodes
and we'll see what happens with that.
With that, we're gonna go ahead and jump in
'cause that's what podcasters do.
We get all this stuff out, then we jump in,
(01:25):
we say we're gonna get right to the meat and potatoes
'cause we need cliches.
So Jennifer, we're gonna talk about marketing secrets.
- Let's dive right in, Bryan.
- Yeah, let's dive in.
We're talking about marketing secrets today.
So instead of just having you spill the beans
and try and share all your secrets in one fell swoop,
I thought maybe we'd take a little bit of a process
through this and just talk about before,
(01:47):
'cause last year I think you were kind of getting back
into the editing, you'd taken a bit of time off
from editing, you were getting back in
and I think you ended the year with a handful of clients.
What were you doing in terms of marketing
and getting your business out there
that got you back to that handful of clients?
- I never went totally away, first of all.
(02:08):
I just had a falling out with podcast editing relationship,
wasn't all there, and that's why I disappeared
from the show for a while.
But I never quit editing 'cause I have a few,
well, I have one long-term client
who's been with me for a few years,
so she never missed a beat.
And a couple others, they've podfaded since then,
(02:28):
but whatever, but I've always kept a few.
And for those of you who haven't been following along,
I tripled my business in the past six months.
So what was I doing before?
Not much different than what I'm doing now.
It just started to work.
(laughing)
- See, this is where I was really hoping
(02:48):
that you'd have some secret program
with a fancy name that you sell for a price
that has a seven at the end that you can offer to us
that will get us all going.
What is it that you're doing then?
Do you have a sales funnel?
Are you working everybody through a pipeline?
Do you have some kind of process
that you're just rocking it out with?
What are you doing?
- Well, you're saying words that I don't think
(03:09):
in terms of system and pipeline and funnel
and all those things, no, I don't do any of that.
The big marketing people and how you wanna make money
and all those things, that's what they tell you to do.
And there's this thing called a CRM,
don't know if you've heard of that.
I don't have one of those either
(03:30):
because I don't think that way.
But back fall of last year,
I met Amanda Riley on the ball is her company.
Shout out to Amanda, she'll never see this,
but if she does love her,
she just set me up with a spreadsheet
because I was getting bogged down in billing
(03:50):
and not getting paid because I wouldn't send out my invoices
for over a month.
And that's not a good way to run a business
'cause then you don't make any money
'cause you're not asking for the money, you don't get paid.
So she sat down with me and she just made a spreadsheet,
client name, episode, week one, week two, week three,
week four, week five, when there is a week five.
(04:13):
And she's like, here's a spreadsheet, run with this.
And that was enough of a system framework
for me to start thinking logically,
I guess maybe at least tracking.
So when I started the spreadsheet with her,
I had six paying clients.
That's how I know the number.
(04:34):
So last year, six paying clients.
My goal for 2023 was 10 paying clients.
And I hit that over the summer,
but then people didn't continue.
So I ended the year with six.
And there was a lot of things that happened
all at the same time.
It's hard to sort through,
but that just given some structure
(04:57):
to a non-structured thinker was very helpful.
- So you mentioned that there was a lot of stuff
happening at the same time.
Can you maybe share a little bit more about that?
'Cause believe it or not, for those that are watching,
I don't know a ton of this backstory
because Jennifer and I and Daniel haven't connected a ton
off the show recently.
So I'm learning as much as you are.
(05:17):
- Well, my biggest thing is the in-person networking.
I do a lot of that.
I joined BNI, Business Networking International
at the beginning of the year.
I've been involved in Women Leading Kentucky
for a few years.
I just joined, last year I joined NABO,
(05:39):
the National Association of Women Business Owners.
If you don't remember this for the notes,
I'll loop you back in later.
I see you trying to get it all in.
(laughs)
But doing these things and being challenged
as a business owner by the participants
in these different groups.
I can't specify what one person said or didn't say,
(06:03):
but asking what are your goals?
I went to a speed networking thing,
which is like speed dating, but it's with businesses.
And you had to share your goals
with your partner for the round.
And I'd be like, "Oh, I want 10 paying clients.
I want you to get back to that."
And they're like, "Okay, that's not big enough.
(06:24):
That's all you got?
Well, what does that mean in terms of numbers
or revenue or whatever?"
And they're throwing out acronyms.
I didn't understand what they meant,
but I'm like, "Oh, I need to think about money too."
And Jesse, what choice?
He's like, "Oh, don't just base it on number of clients
and whatever and just things clicking like that."
(06:48):
And I don't know, then people just started coming to me.
(laughs)
It's like, how did this happen?
- You mentioned that you're having
some of these conversations with other business owners
that are challenging you.
Did that then change anything that you were doing
or how you approached what you were doing?
- Well, one thing I can't specify,
(07:11):
someone in Nabo, Basia Roberts,
talked about how her company used to have a logo
with the skyline of Lexington on it.
And then she felt that was limiting, changed the logo,
and was able to branch out past just Lexington.
So for people who have my old coasters,
(07:31):
the brown ones, there's the state of Kentucky
behind the "Bourbon Barrel" podcasting logo on it.
I got a new logo that doesn't have
the state of Kentucky in it.
It looks like this.
It's still a "Bourbon Barrel," a "Bourbon Barrel" head,
but I took off the state of Kentucky
'cause that kind of resonated with me.
I'm like, "Oh, maybe I am limiting myself."
(07:53):
And then taking that mindset away,
I mean, I still want to be your go-to person for podcasting
in the central Kentucky area.
That's still my niche,
but I don't have the state of Kentucky on my logo anymore.
So I'm thinking bigger.
- That was actually gonna be one of my questions
because I remember that your,
(08:14):
I'll call it an elevator pitch
'cause I don't remember exactly what it was,
but it was very specific to, I help Kentuckians.
- Yep.
- Has that changed also for you?
- That is no longer on the website.
It doesn't say Kentuckians on the website anymore.
- Okay.
- It was an old tagline and it was empowering Kentuckians
to change the world one podcast at a time,
(08:35):
but now it's just empowering you.
So, or people, or I don't even know what it says.
I don't use it very often.
What do I say?
I say, "Empowering you to change the world
one podcast at a time."
That's the one that rolls off my tongue easiest
if I need a quick line,
but I have a bunch of other ones I say too.
- So you mentioned that you're networking
(08:55):
in a bunch of these groups.
You've got BNI, Women Leading Kentucky,
National Association of Women Business Owners.
Did I get those right?
- Yep.
- Ha ha, that means I win a prize.
- Good job.
- Yeah, are those where you're finding your clients?
- No.
- Ooh, say more about that.
'Cause you mentioned the value in the networking group,
but you're not getting your clients from there.
(09:15):
So what's going on?
- Not directly.
So I'm getting business knowledge.
And I tried to think about this and I had to say,
where my most recent clients came from.
One of my most recent clients who signed on
for a launch package,
we have been running in networking groups for a few years.
And she's just now coming around to podcasting.
(09:38):
So just like we tell all of our clients
that podcasting is a long game,
networking is also a long game.
So she came around for years.
Two others I met networking
at the Podcast Movement Evolutions.
And this is the first conference I've been to
that has actually turned into business
(10:01):
directly from that conference.
I've spoken, I've visited, I whatever.
Well, good clients.
I have met, I should say,
I did get somebody else from one or the other,
but they've already podfated.
But this one, it just felt like, wow,
I'm getting my return on this conference.
- Nice.
- And that's real nice.
(10:22):
And one of them, this,
I guess what it comes down to is providing value to people.
And I met the girl and I was like,
well, who's your media host?
Well, what's a media host?
Well, how are you doing in podcast
if you don't have a media host?
Well, we're just uploading it and pray and pray, I guess.
I don't know.
And I'm like, well, here's a few media hosts.
(10:43):
I recommend so and so and so and so.
And they were like, wow, you just provided value
and asked nothing in return.
And that's how I got another recent client.
She found me on Facebook.
We have a huge Facebook group called Ladies of Lexington.
You don't have to put that in the show notes.
(11:05):
It's just for Lexington, Kentucky women.
If you're a Lexington, Kentucky woman,
but someone finally asked my question,
are there any podcast editors or producers in town?
Well, ha ha, of course.
So the comments blow up with my name
because I've done my networking with people.
Someone, not the original poster, booked a time with me.
(11:28):
I already have her money, but she hired me.
She said, okay, I'll be upfront with you.
I'm interviewing multiple people.
Sure.
But I said, hey, how tied are you to your show name?
'Cause you don't have a keyword in your show name,
your show title.
I have no idea what you're about.
I had to like look into this.
She was like, oh yeah, that's a good point.
And then I pointed out something else on her feed
(11:50):
or whatever, I'm like, you know, you could approve it.
And she goes, you've already provided me so much value.
I'm not even gonna interview anyone else.
You're hired.
Wow.
I mean, I could have just said it costs this much
to work with me, but I didn't.
I was like, okay, you have me for 20 minutes
or whatever on the discovery call,
(12:10):
but I can provide you a little bit of value.
You see why you should work with me,
not just how much it costs.
- You mentioned that Evolutions was the first
of those conferences that you've gotten a good client from.
Was there something different about that?
- As I reflect on my not so good clients,
I think the difference was I interviewed
(12:33):
with both co-hosts this time.
Whereas before I only talked to one of them
and the other one had a problem with me.
(laughs)
So if you are going to work with someone,
I'll be sure you talk to all the parties involved.
Because it was a personality issue.
But I'm like, that's been, as the kids would say,
a hot minute since I've gotten clients from our conference.
(12:56):
So I kind of almost forgot about that.
I did have that.
- Part of why I'm asking is because I've been
to several conferences and my number is zero,
which is fine.
I mean, I didn't go to the conference
for the specific purpose of finding a client.
That's just a nice bonus.
- Right.
- But I was just wondering,
if there was magic in the conference itself,
(13:17):
because I think evolution tends to be more industry focused
as opposed to the regular podcast movement,
I think is generally more beginner focused.
Right?
There's a lot of tracks.
A lot of the tracks are very basic high level stuff,
or they're purchased by somebody who's just selling them,
helping you with your show, right?
(13:37):
- Right.
Well, I will say that I've never gotten a client directly
from speaking at one of these,
but I sat behind the one girl
and that's the one I provided value telling her
what a media host was and why she needed one.
And then the other lady,
I sat next to her and just got to talking
(14:01):
and I haven't raised my rates yet.
So my rate is like way less than what she's paying now.
She's not happy with her editor.
I'm like, I can save you some money.
That's not gonna be my pitch after June 1st.
But that just, and we just kind of clicked
and we had a lie in common and just kept talking.
And I mean, it's still networking just on a different scale.
(14:25):
- So I think before we move on from networking,
we did have one question Daniel dropped in,
even though he wasn't able to make it,
he had a question for you.
He's good like that.
He mentioned that he wants to get involved
in some networking, but he's not really sure
how to get started.
I don't think that I heard from you
that you started with BNI and women of,
(14:47):
so how did you get started?
- Okay, so how did I get started networking?
- Yeah.
- Let's doodle-doodle-doodle-doodle-doodle,
go back in time to when I was a stay at home mom Avon lady,
or even before I had kids, I sold Avon for 10 years,
makeup, perfume, jewelry stuff.
(15:07):
Yep, I did that.
So as a salesperson, you know you have to get out
and it's a numbers game and you gotta meet people,
meet people, get yourself out there.
So I started finding networking groups back in,
I guess this would have been 2000, 2002.
That's when my kids were little,
but getting into the networking game then,
(15:30):
and there were a few different groups
I kind of got involved in then,
and then a few years ago found a different one,
but not all groups are for the same,
I don't wanna say quality of people,
but that is seriously the only word coming to my head.
But like some are for mompreneurs,
some are for women business owners, some are, it depends.
(15:51):
So you have to find the right group.
And if you can't find one,
well, I started the Lexington Podcasters Meetup group
in 2018 and I have gotten clients directly
from running that group because I'm the expert in the group
'cause it's my group and people come to the group
and they're like, "Who edits in here?"
And everyone points to me.
They're like, "Oh, it's her."
(16:14):
Chamber of Commerce is a great place to start too.
If you're serious about your business,
so Commerce Lexington here locally, I'm a member of that.
I know the Chamber of Commerce has networking events
that are open to the public.
You can pay a little bit extra to come,
like it's $10 for members, $15 for non-members
(16:35):
or something like that.
And then just come and meet people.
Now, my strategies don't work
if you're an introverted introvert, an introvert, Bryan.
So- - Wait, are you looking at me?
Is that what I hear?
- I'm just saying that true introverts
would not work with my method.
Now, am I an extrovert?
Eh, I'm kind of like, depends on my setting.
(16:59):
After I people all day, I'm really done.
- Right.
- But I still set up
at Women in Kentucky conference last week.
I have a meeting with a potential podcast partner.
I'm not exactly sure what they mean by that yet,
but they want a podcast partner.
- Hmm.
(17:20):
- Is that me?
I don't know, but I have a coffee meeting set up
like right after, because I was standing there
at the conference and like,
"Oh, we need a new podcast partner," whatever that means.
And I like emailed them from my phone.
I'm like, "Okay, Jennifer, they're really interested.
Don't drop the ball on this because I do."
(17:41):
- And if they want a podcast promoter,
we've got somebody from our comments in,
separate, not from this.
We're not talking about you, Alejandro,
but we've gotten recently a rash of people
that are wanting to promote this show for us,
Apple iTunes and Spotify.
- And YouTube.
- Yeah, and the YouTubes. (laughs)
So at least it wasn't that.
(18:02):
Alejandro says, "Did you called me?"
I think he's probably referring to how extroverted
he likes to be as well.
(laughing)
- Yeah, well, podcast editors, it's a very,
you know, me and my computer type industry.
It doesn't really require a lot of talking to other people,
(18:23):
which is why I got really depressed
when I was trying to make it a full-time thing.
- Oh, gotcha.
- And also why I do a crap ton of networking,
because I gotta like satiate that extroverted side of me
from time to time.
- So if we exclude recovery time
(18:44):
that somebody like me might need,
if they spent what feels like 600,000 hours
of networking a week. (laughs)
Do you have some,
like is somebody helping you with your marketing and stuff?
- Not really, I have Big Echo Creative does my design work
and then I order stuff on my little swag
(19:06):
from another company.
But as far as like getting out and pounding the pavement
and actually doing the networking, no, it's all me.
Now, one of my subcontractors is gonna sub for me at BNI
in a couple of weeks when I can't be there.
So I'm like, "Oh, hey, you're off work that week.
How convenient, I can't be at BNI.
(19:27):
You get 45 seconds to talk up the business.
Can you do it?"
- Yeah, nice.
You mentioned that Big Echo Creative does some of your stuff
and you also get some other things.
Before we started recording,
you were showing me some of the cool stuff that you have.
- Yes.
- I would like to showcase this
because these creative ideas are really interesting.
(19:47):
So what you got there?
- So this is last year's model.
It's a bourbon barrel key chain.
It's a little squishy stress ball,
but it's shaped like a bourbon barrel on a key chain.
And I gave those out
at Women Leading Kentucky Conference last year.
And this year people were telling me,
"Oh, I have that on my desk.
Oh, I still have your bourbon barrel."
(20:07):
So they remembered me.
This year I gave out little bourbon drinking glasses
with my logo on them.
They're very nice.
They turned out, they're a lot better quality
than I thought they would be.
My logo is very tiny, but hey, it's there.
And then I have pins.
And this year for Women Leading Kentucky,
(20:28):
I had a big pop-up banner with my face on it.
And you can go to my Facebook page
and follow me, bourbon barrel podcasting,
and see pictures of that.
And then I have a table runner
just to make me look more professional and put together.
And even my mom and sisters were like,
"Oh yes, those pictures look like a professional setup."
I'm like, "Yes, because I'm running a business."
(20:50):
- Nice.
And for those that are listening to the podcast later,
if you go to the show notes page,
you should be able to see that.
We'll have the video there for you
so you can just scoot ahead to about 23 minutes in
and you can see those, what she showed us.
Not everything's gonna be visible
because she doesn't have the big banner behind her,
which I think is pretty lame.
You've just got it set up like an office today.
(21:10):
(imitates air whooshing)
Oh yeah, nice stuff.
- It's like my rack card only, life-size.
- Nice, life-size rack card.
- Yeah.
- So let's see.
I've got really just a couple other questions.
If anybody in the chat has questions for Jennifer as well,
we're glad to offer those up.
As you think about the journey to,
I'll call it rebuilding your business.
(21:31):
I realize that you never totally went away,
but you also did kinda let it get on life support for a bit,
which I think I might be guilty of currently.
So if I'm thinking to myself,
"Hey, it's time to start rebuilding things."
Is there anything that you wish
you would have done differently?
I'll tell you one of the things I did
right before I really jumped back in
(21:53):
is maybe it wasn't necessary,
was put a ton of money into the marketing.
We'll call it budget.
But there's a local publication here in town
that is a pay-to-play model,
but you can get your picture in it
and look really cool and fancy.
And I got, oh, two, kind of two clients off of that,
(22:15):
but it was very expensive and not worth it.
But putting a ton of money into something
makes you have skin in the game.
And then you're like,
"Oh, well, I am setting myself up
"as an expert being in this magazine.
"I should probably know what I'm doing."
And do you know what you're doing?
Oh, I do now.
(22:37):
Awesome.
Is there anything that you've been doing
to market the business
that didn't work out as well as you had hoped?
Well, that.
Lots of money in the pay-to-play?
Yeah, that didn't work out as well.
I mean, people see you and they're like,
"Ooh, I saw you in the magazine."
I'm like, "Oh, yeah."
Okay, so it's more like social proofing and street cred,
(23:00):
but you don't actually get,
I mean, some people are real successful
with those magazines.
They say that's their top sales tool or whatever.
Okay, that's not for a podcast editor.
Podcast editors were different,
in case you all didn't know.
I like the term special.
We are very special.
And so it's a,
(23:21):
when you think about podcasts in general
of how they're a very intimate medium,
you're in people's ears, et cetera.
And well, we're kind of the conduit of that.
So it's like a relationship with your clients
and their shows,
(23:41):
and you have to make them sound good for the listener.
It's a more relational process than just finding someone
in a magazine.
Yeah, yeah, that's fair.
I didn't get nothing from the magazine,
so I can't say that, but I didn't get enough to make it.
Yeah, so the question in the back of my mind is,
is it possible that some of these people
(24:02):
that you've now found also saw you in the magazine?
And while that wasn't what pushed them over the edge,
it might've been something that they considered.
Possibly.
I've gotten people just Googling podcast editing
in Kentucky, so don't underestimate the power
of your website in Google.
Do you think you'll still get that now
that you've removed Kentucky from the website?
(24:23):
It's still in my address and stuff.
Oh, okay.
Maybe you should share, for those that don't know,
you've changed a little bit about your brand identity.
I have.
Which part?
Well, why don't you just share,
'cause you've changed your logo.
Because of that, you've also changed your website.
You've probably changed some other stuff that I'm missing,
(24:43):
so in my mind, it's possibly all germane.
So we've been talking about marketing in person,
but things are different.
You're sending them to arguably a different place,
even though it's the same location.
I did do my website last year,
but that was before I redid the logo,
so it's still the old logo on the website,
'cause I don't wanna pay to have the, yeah.
(25:06):
I don't wanna pay for the time
for them just to upload a logo.
So I'm waiting 'til I have a lot to change.
To update the website again.
But I did redo the website,
'cause I wanted the bourbon barrel feel on the website,
and that was missing before, so I redid that.
Sending people to different places.
(25:28):
So a couple years ago or so,
I had a company do Instagram marketing for me,
Instagram and feed it to Facebook.
That totally fell flat.
I got nothing from that.
So I was like, you know what?
This is not worth it to me,
because nothing's happening here.
(25:50):
So now I just post pictures of me editing,
or me out and about, and me doing things.
I get engagement on it.
Is it turning into clients?
No, but neither was what I was paying for.
- Yeah, and I suppose that's a lot easier too.
- Yeah, and nobody's forcing me to do a reel
(26:11):
I don't wanna do.
(laughs)
- Yeah, so there's value in pushing through, right?
And doing something that's been proven to work,
but there's also value in not trying to fit yourself
into somebody else's wardrobe.
- Yeah.
- Which, to me, that's what a sales funnel feels like.
It feels like what I should do,
(26:32):
and conceptually I can totally get on board,
but when it comes to actually trying to force people
through a process, that to me, I just don't like it.
I'm not saying I'm right, I just don't like it.
- Well, my little process is somehow
you either find my website or you find me,
and I send you to my booking link.
So I still do the click here to book with me
(26:54):
for the 20 minute consultation call,
which never is just 20 minutes, but whatever.
And then provide value or answer questions.
Sometimes people just wanna talk,
they're not ready to hire.
Like Gina, I talked about earlier.
And then hopefully they say, oh yeah, I wanna know more.
(27:15):
How much is your prices?
Blah, blah, blah, blah.
And then I send them a proposal, which hopefully they sign,
and then we set up the Dropbox.
So the other option, you can go to my website,
barebranderbarrelpodcasting.com, and get my free ebook.
And then you end up on a email drip campaign
that you get like 10 to 12 other emails from me,
and you never hear from me again,
(27:35):
'cause I never look at ConvertKit.
So system flawed.
But if someone just has questions,
then I don't feel like answering the same 10 questions
over and over again that we all get.
Just get on, go there.
- Here's my ebook.
- Here's my ebook.
And then you get the drip campaign.
(27:56):
- Nice.
So Alejandro does have another question.
- Yeah.
- He said that he really likes the color selection
for your brand because of what he's doing
in terms of visual identity.
He's wondering whether or not it was random
or well thought out, like that kind of thing.
- Well, I had it, my old logo,
I had pink and blue 'cause I like blue
(28:19):
and I needed an accent color of pink.
And then I played around with,
and still have some things with the brown
for the bourbon barrel aesthetic.
And pink just pops on that bourbon barrel aesthetic.
The pink just poof on the brown.
And so when I had my new logo designed,
(28:40):
they ran with the pink.
- Nice.
- So I kinda, and then I'm wearing a pink shirt
in my headshot.
So it just kinda works.
Pink looks good on me.
And was there much psychological process of color theory?
No, I just like the color bright pink when I wear it.
(29:03):
And it looks good on a bourbon barrel.
- So do you have a bunch of stuff in your wardrobe
that's all that same pink so you can wear that
and that can become your color identity?
- I have branded shirts that have bourbon barrel podcasts
embroidered on them. - That's right, you do,
don't you? - Yeah.
I've got T-shirts, I got polos.
(29:23):
I do have a blue polo, a couple of blue ones too
from when I was playing with the blue,
but I need to get more pink ones
so I don't have to do laundry as often.
(laughs)
- Cool.
Well, that is the end of what I had for you.
I'm wondering, is there anything that you wish
that I would have asked you
so that you could shine like a star?
- I'm trying to think, like, okay,
we talked about networking and it's hard, it's not easy.
(29:48):
And even networking on socials,
making sure every time the word podcast comes up in a thread
that's not a podcast forum, make sure people know about me.
So I just got a lead from LinkedIn
because just before we started, like LinkedIn, really,
but one of my friends say something about podcasts
(30:09):
on LinkedIn, commented my name, said, "Do you do this?
I got the booking call, so now it's up to me," right?
And they're looking for a true consultation,
but they said, "Oh, and I might be able to hire you."
So I'm like, "Oh, they already are thinking this,
this is great." (laughs)
I'm just going in with the, you know,
prepared to give value.
Oh, I also, with the Chamber of Commerce,
(30:30):
I forgot to mention, I spoke at a recent Chamber event
and I got a potential client off of that right away,
about podcasting, of course,
but there was a room full of 20 people
who were there to hear and learn about podcasting.
At least that's what I presume they were there for.
A couple of them might've been there
just for the networking. - The free lunch.
(30:51):
- Well, there wasn't even,
it was like maybe snacks and a water bottle.
There wasn't even lunch.
It was at 3.30, so it's in the afternoon,
which takes the pressure off of food, I guess.
But I mean, people are coming to that.
And I had a little event that I put on at the library
on Monday and a few people came to that.
(31:12):
I just publicized it through Facebook
and through my clients and stuff.
I'm like, "Yeah, if you have podcast questions,
come to the library between 12 and three
and I'll be there," and people came.
So you have to create the opportunities
for yourself sometimes as well.
So if you don't have a local podcast group
to thrust yourself upon as the expert editor, start one.
(31:34):
I just found, I'm like,
"Certainly I'm not the only podcast person
in this town in 2018."
So I found somebody else.
We started the group.
He's done podfaded and disappeared,
but the group is still going.
So you just have to create your own opportunity sometimes
if you can't find the right niche for yourself.
And also keep in mind that my target market
(31:56):
is local Lexington.
That's who I'm going after.
So that's why I get myself out there.
And then people say, "Wow, you're everywhere."
And I'm like, "Yes, that's what I'm trying to do."
It's like, "Wow, you're everywhere.
Yes, that's me."
- Well, Jennifer, it has been incredible
to listen to you share how you've done this
and it's been fun to watch
(32:18):
as you've been growing your business
and transforming yourself into a business owner
and kind of looking behind you going,
"How did I get here?"
And it's fun to do that.
I realize we're a little bit early.
That's okay.
I would like to jump to the question of the week.
I think you had to ask a couple of times
before you could get a new one from ChatGPT,
but what's our question?
(32:39):
- Our question of the week from ChatGPT is,
"If you could have dinner with any historical figure,
who would it be and why?
And don't say Jesus."
- There's so many different directions.
I think I'll pick one from American history.
I would love to sit down with Abraham Lincoln
and talk about what led him into the Civil War
(33:03):
and going through that.
And I'm interested to hear from the person
rather than everybody that kind of shares
what they think about it.
I'll go with that one.
What about you?
- I saw the question ahead of time
and I already had my person picked out.
So Mary Todd Lincoln was my answer.
(33:23):
- Who's that?
- That's Abraham Lincoln's wife.
- No way.
- Totally.
She grew up in Lexington and I did a book report on her
when I was like in fourth grade.
And she struggled with some of the same things
I struggle with, but not having a husband in presidency
and getting killed and everything, but some other things.
And I don't know, that's just-
- Interesting.
- She was an interesting character.
(33:45):
So that's who I thought of.
- Alejandro says Gandhi and then just kidding.
- I wouldn't mind meeting Gandhi.
I think that would be good.
- There's lots of people I'm like, okay, well,
I mean, my patron saint is St. Jane Frances de Chantal.
I'm Catholic.
So I would like to go like meet her and say, okay,
tell me what inspired you to do this or that.
(34:07):
And how did you feel when this happened and all the things.
So that would be a cool one too.
- I think that wraps it up.
If somebody wants to take Jennifer's place next time
and be the guest, Jennifer,
how would they be a guest on the show?
- You go to podcastedgermastermind.com/be-a-guest
or email us, yeah, at podcastedgermastermind.com.
(34:29):
- Yeah, that'll get it to us.
I think that's all we've got for today.
I do wanna thank you, Jennifer,
for putting yourself in the hot seat,
letting me ask probing questions that I will probably use
to try and go get business.
And- - Well, good luck.
- Yeah, for everybody else that joined us in the chat,
thank you for being here live.
If you're listening later,
we're glad that you were here.
(34:49):
The show is available in both video and audio podcast form.
Alejandro's our editor.
He makes the audio for us.
And if you check out the website,
podcastedgermastermind.com,
for the most recent episodes,
you can find both the video and the audio there
at the same time,
so you don't have to wonder where to go to get it.
It's just all right there.
And I think that brings us to the end.
(35:10):
Am I missing anything, Jennifer?
- Well, I'm Jennifer Longworth,
and you can find me at berberabearopodcasting.com.
You can spy on me online,
at bourbonbarrelpodcasting.
I'm not on Twitter, though.
- I'm Bryan.
You can find me at toptieraudio.com.
I am too active on Facebook,
on my personal account.
My top tier audio for the business stuff,
(35:31):
but I don't do a lot of posting right now.
And then unable to join us today
was Daniel Abendroth at RothMedia.audio.
And who else, Jennifer?
- Keri Caulfield at Keri.land.
- Thanks, everybody.
We're glad that you could join us.
We'll see you in a couple weeks.
- Are you hitting the big red button?
- I hit the big red button.
Now I'm just hoping that it actually recorded.
(upbeat music)
(35:54):
- So how much is that?
(all groaning)
- No!
(upbeat music)
[music fades out]
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