In episode fifty-eight of Podcasts Suck, Sebastian Rusk discusses into the chaotic world of social media and why shouting louder isn't the answer to gaining attention. Instead, we discuss how podcasting offers a unique opportunity to create intentional, long-form content that builds trust and authority over time.
Tune in for insights on navigating the podcasting journey and strategies to stand out in a crowded digital space.
TIMESTAMPS
[00:02:06] Social noise vs. social signal.
[00:08:00] Value over viral wins.
[00:10:12] Starting a podcast.
QUOTES
- "When you start speaking consistently, people start hearing you when they need you."
- "The magic is made when you focus on not going viral, but instead going valuable. Valuable over viral wins every time."
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SOCIAL MEDIA LINKS
Instagram: Instagram.com/PodcastsSUCK
Facebook: Facebook.com/srusk
LinkedIn: LinkedIn.com/in/sebastianrusk/
YouTube: Youtube.com/@PodcastLaunchLab
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Episode Transcript
Welcome to Podcast Suck.
A podcast about starting apodcast where we dive headfirst
into the wild, wacky andsometimes frustrating world of
podcasting.
If you've ever sat down with amicrophone, hit record and
thought what on earth am I doing?
Or if you're just curious aboutthe magic behind your favorite
shows, then you're in the rightplace.
(00:22):
Get ready for laughs, insightsand a whole lot of what not to
do advice as we embark on thispodcasting journey together.
Let's dive in.
Here's the thing.
Shouting louder on social mediaisn't a strategy, it's called
(00:47):
desperation.
You ever feel like everyone'syelling over each other on
LinkedIn and TikTok and Facebookand Instagram, just to be seen
for three seconds.
Podcasting doesn't play thatgame and that's exactly why it
works.
Let's talk about the problemwith louder.
(01:13):
Louder becomes a toxic loop andit's important to understand
that.
Just as quick as someone cantune you in, follow you like you
, whatever it may be, they cantune you out and unfollow you
and unlike you and D all of theabove.
Post more, yell more, spendmore, get less.
(01:34):
The reality is, when everyone'sscreaming, nobody's listening.
It often leads to burnout, toinconsistent content and also
chasing vanity metrics.
Look how many people liked orcommented or stuff that doesn't
(01:54):
matter.
What we're talking about hereis social noise versus social
signal.
There's a big difference there.
I want to make that distinctionfor everybody, because I think
that too many people thinkcreating more noise or adding to
(02:17):
the existing noise is the wayto win on social.
It's quite the opposite.
Podcasting quite the opposite.
Podcasting quite the opposite.
Podcasting allows forintentional, long form, intimate
content.
It's a conversation You're notinterrupting.
(02:41):
You're actually invited.
Either it's your podcast thatyou're hosting and you've
invited somebody on, or maybeyou have the opportunity to be a
guest on somebody else'spodcast.
People listen with earbuds.
That's called trust levelcontent.
Level content you speak withyour audience.
(03:06):
Listen carefully.
You speak with your audience.
No-transcript.
Let's talk about attentionversus authority.
(03:27):
Social media grabs attention.
For a second, podcasts buildauthority over time.
One listener who binge listens10 episodes is worth a thousand
likes on any Instagram reel.
Social media content you nameit.
(03:50):
Podcasting equals the slow dripof brand equity, if that makes
sense.
Another thing podcasting does isit helps you own attention, not
get attention.
Notice the difference Gettingattention, earning attention,
(04:11):
owning attention what do youwant to do?
You want to earn it, do youwant to buy it or do you want to
own it.
I don't know about you, but Iwant to own the attention.
Your voice becomes a calm Idon't know depends on
(04:36):
personality consistent andconfident signal to people.
They look forward to thecontent.
If you tune into the show, it'sbecause you're trying to either
figure out your podcasting gameplan or you're trying to
improve it.
And if I've taught yousomething and you've been able
to take away something, even ifit's one thing that's helped you
(04:59):
, you're going to continue tocome back.
Why?
Because I'm now a trusted voiceand resource for you starting
and growing a podcast.
Now that's just me as anexample.
What you're looking to becomeis that calm, calm, consistent,
(05:30):
confident signal Podcast alsoallows you to plant your flag
and say this is what I believe.
Think about Joe Rogan.
Maybe you're a fan, maybeyou're not.
The world's largest podcastsare out there with the world's
largest podcasts, and he happensto be very good at what he does
.
When he has a big name, he hasa presidential candidate on the
(05:56):
show, somebody that caninfluence the world.
Maybe it's not political largename.
Maybe you're a fan of thisindividual.
Maybe it's a musician or anactor, somebody you look forward
to when you know that Joe Roganis sitting down with this
(06:17):
individual.
You're excited.
You know why?
Because Joe is a trusted sourceto be able to deliver an
interview that's going to beinformative, entertaining, dll
of the above.
When you speak consistently,people start hearing you when
(06:38):
they need you.
Let me say that again when youstart speaking consistently,
people start hearing you whenthey need you.
That's also called top of mind.
So if all I've done is shout,how do I change that?
(07:00):
What can I do instead?
Great question Stop chasing thealgorithm.
Build your own channel, channel, meaning podcast, youtube,
whatever it may be but build it,stay committed to it, provide
value and serve it.
(07:21):
When you do that, peoplereciprocate by consuming the
content and it doesn't requireany shouting.
Social media is great when itcomes to amplifying something
like your podcast, but joiningthe existing noise, no dice.
(07:46):
Focus on depth, not volume, punintended.
When it comes to podcast, youdon't need to go viral, you need
to go valuable, because onceyou're valuable, you're top of
mind.
When you're top of mind, peopleconsume your content and they
keep coming back to do that.
(08:06):
If they need what you have tooffer as a business, they will
hire you.
I'm living proof.
Let's quickly recap Strategyisn't louder, it's smarter.
(08:29):
Podcasting is not a volume game.
It's a value game.
So if you're listening to thisright now and you're ready to
stop screaming and start leading, it's time to start your
podcast.
Let's have a conversation.
Head over to podcastsuckcom andsubscribe to the show.
If you haven't done so already,follow me on Instagram at
(08:51):
podcastsuck, same name as theshow.
There's a link in my bio also alink in the description of this
podcast episode for you to book.
A call Podcastlaunchlabcom orPodcast Launch Lab.
Either way takes you right tomy calendar.
Yes, you'll be speaking with me.
We'll spend 10, 15 minuteschatting about what's possible
(09:13):
with you, not contributing tothe existing noise that exists
on social media.
I'm telling you, the magic ismade when you focus on not going
viral but instead goingvaluable, valuable over viral
(09:35):
wins every time.
Thanks for taking some time outof your day to hang out with me
for a couple of minutes.
There's a lot of things youcould be doing, but you decided
to take 10 minutes and figureout how to not contribute to the
existing noise on social mediaand win.
I want you to win, hopefullyyou want to win, and together we
can make it happen.
(09:56):
Until next time, friends.
Thanks so much for tuning intothis episode.
We sure do appreciate it.
If you haven't done so already,make sure you're subscribed to
the show wherever you consumepodcasts this way, with good
updates as new episodes becomeavailable.
If you feel so inclined, pleaseleave us a review and share the
show with someone you knowshould start a podcast or may
(10:16):
already have one.
And remember podcasts suck ifyou don't have one.
Until next time, friends.
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