June 18, 2025 • 13 mins
In episode fifty-five of Podcasts Suck, Sebastian Rusk discusses how a podcast fosters a direct and personal connection with listeners, building familiarity and trust that traditional advertising struggles to achieve.
Tune in to discover how you can leverage this "free real estate" in your audience's psyche to enhance your brand and become an integral part of their daily routines.
TIMESTAMPS
[00:04:20] Creating a monopoly in minds.
[00:06:11] Podcasting over traditional advertising.
[00:10:36] Podcast as brand equity.
QUOTES
- "Once they hear your voice weekly, you're not just a brand. They start seeing you as the guy or gal for that thing."
- "You're not just recording a podcast. You're creating a monopoly in the listener's mind."
- A podcast isn't just content, it's leverage, it's brand equity, it's free real estate in your buyer's brain."
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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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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:02):
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.
You don't need a billboard.
You don't need Facebook ads.
You need a microphone and agame plan.
(00:48):
In this episode, I'm going toshow you how a podcast gives you
free real estate Free realestate in your buyer's mind and
why that's more valuable thanany ad campaign available.
First of all, it's 2025.
Are people really attentivelywatching or paying attention to
(01:10):
ads?
Probably not Billboards, I mean.
Maybe, maybe if you're stuck intraffic.
Facebook ads there's just somany of them.
Now, I understand.
Properly executed, they canhave a solid return contingent
(01:30):
upon what kind of product orservice you're offering.
But there's a lot of noise inthe newsfeed a lot.
And if you're renting space insomeone's feed, renting space in
someone's feed, you'recompeting.
If you own space in their mind.
Well then, you're winning whenyou have a podcast.
(01:59):
It helps bridge the gap andbuild a familiar line of
communication between you, thelistener, potential customer,
client, whatever you want tocall it.
But it also breeds familiarity.
It also breeds trust.
It makes you part of theirdaily routine Car rides,
workouts, mowing the grass,laying on the couch, going for a
(02:21):
walk, whatever it may be.
A podcast has the opportunity totake up mental real estate.
It gives you uninterrupted timewith your potential buyer and
or buyer.
I heard a quote once that saidonce they hear your voice weekly
(02:42):
, you're not just a brand.
They start seeing you as theguy or gal, for that thing Never
forgot about that.
It's kind of like celebrities.
If you really follow acelebrity and you're a huge fan
of what they do and the workthey put out, you feel like you
(03:05):
know them.
Why?
Because there's a relatabilitythere.
That's what a podcast gives youthe opportunity to be relatable
with your potential customers,clients or they may very well be
your existing customers andclients, and you're just
(03:29):
acquiring more because of thepodcast.
When you start putting outconsistent episodes every single
week, it builds brand recall,real value, builds credibility.
If somebody listens to yourpodcast, they like the content
you're creating.
(03:49):
They see it valuable.
They automatically associateyou with credible and as a brand
that's very important,especially forward-thinking
brands forward-thinking brands.
Together those two things, theycement you as the go-to expert.
That means they don't think ofanybody else, they think of you.
(04:25):
So this isn't just a podcast.
You're not just podcasting.
You're creating a monopoly intheir mind.
Think about that for a minute.
You're not just recording apodcast, you're creating a
monopoly in the listener's mind.
Now, here's how to start owningthe mind chair.
Here's what you need to do.
All this sounds great, sebastian, but what do we specifically
(04:48):
tactical things we can do to putthese in play and start making
them a reality?
Number one pick the number oneproblem that your audience,
community, target market,whatever you want to call it.
Pick the number one problemthat they face.
(05:11):
Next, create four episodes thismonth that solve a piece of
that problem.
This month that solve a pieceof that problem One giant
problem.
Four specific episodes to breakdown that giant problem in turn
, giving someone a solution.
(05:31):
Speak like you're talkingdirectly to one person, because
you are like we're doing rightnow.
I'm recording into a microphoneand there'll be multiple pairs
of ears consuming what I have tosay, but I'm talking to you
specifically.
Like you and I are in anairport lounge or back of an
Uber or wherever, having aconversation about why you don't
(05:56):
need advertising and ads toacquire new clients.
You can do those things, butyou don't have to why?
Well, we've got a vehicle welike to call podcasting, and
podcasting gives you the abilityto build relationships with
your listeners and or customersListeners and or customers also
(06:34):
gives you the opportunity toprovide value by interviewing
people that you want to build arelationship with, that you want
to do business with.
And, in addition to that, asyou're interviewing people that
you want to do business with,you're providing valuable
content by sharing their story.
What is your business to?
What's your story all about?
Where did this all start?
How did you come up with thisincredible widget?
People love the story behindthe story.
(06:56):
Telling that story providesmassive value to your audience
and to your guest.
Now, this episode, we'respecifically talking about why
you don't have to go spend moneyon traditional advertising,
(07:16):
even online advertising,advertising as we know it in
2025.
Okay, this is exactly how wehelp our clients launch shows
that dominate attention in 90days or less.
This is not just.
We're not just helping peoplestart a podcast to start a
(07:37):
podcast, there's a lot ofobjective and strategy behind it
Interview people you want to dobusiness with, provide valuable
content, become a bettercommunicator, get your social
media content game in check andconsistent because of the
podcast.
By the way, that's microcontent.
(07:57):
You record a podcast episode onZoom, you take the video, you
chop it up into micro content,you post it on Reels and TikTok
and LinkedIn and Instagramwherever else you hang out
online.
But it's a collaborative effort.
I get asked this a lot, so Ibring it up a lot.
Sebastian, aren't there alreadytoo many podcasts out there
already?
(08:17):
Well, aren't there too manyFacebook ads out there already?
Aren't there too many Superbowlads out there already?
I was thinking about that.
I was listening to a podcastcalled the CMO Podcast
Phenomenal podcast, if you're inthe marketing world
specifically for big brands andagencies.
But they had a round table withmy good friend, gary Vee and a
(08:40):
few other CMOs Kansas CityChiefs and Duracell, battery and
PepsiCo sharing theirexperiences.
A lot of these brands won, andthey won big in this 2025 Super
Bowl.
But when I look back at theSuper Bowl number one, these ads
are being leaked way before theSuper Bowl.
(09:02):
That's like the new thing.
Let's get the best bang for ourbuck.
Let's get the best bang for ourbuck.
Let's squeeze every ounce ofjuice out of the orange before
it actually airs live during theSuper Bowl.
Now, that's a very effectivestrategy and has become somewhat
mainstream, if you will.
But I wasn't wowed by any ofthese commercials.
(09:27):
I think that happens, I think,every year or so, or maybe every
other year.
They're okay.
And then the big one comes thateverybody's talking about for
weeks and weeks and weeks, butas the time I'm recording this
(09:47):
podcast episode, it's June 2025.
I couldn't tell you one brandoutside of Pepsi that advertised
in the Superbowl.
Are they really relevant?
But your podcast can berelevant.
Who cares how many podcasts areout there?
We're not trying to acquire amillion listeners.
(10:09):
I saw a meme last week.
My post only got 50 views.
It was a picture of 50 peoplein a room.
Drastically different contrastthere.
My post only got 50 views.
Do you know what 50 people in aroom look like?
That's a pretty decent sizeroom of people listening to you.
(10:30):
Let's quickly recap A podcastisn't just content, it's
leverage, it's brand equity,it's free real estate in your
buyer's brain.
Listen, if you're tired ofrenting attention and ready to
win and actually own some ofthis attention, let's have a
(10:54):
conversation.
Go over to podcastlaunchlabcom.
Schedule a call with myself orsomebody on our team.
We can chat about what'spossible in 10, 15 minutes.
See if you're a fit for whatwe're doing for people by
empowering them to launch apodcast in 90 days or less with
our proven podcast launchsolution.
(11:15):
You can call this an ad, callthis whatever you want.
It's my podcast about podcast.
I should probably talk aboutthe fact that we help people
start a podcast.
So if you own a seven to ninefigure brand if you're not quite
at seven figures yet maybe youhover right around that vicinity
let's still have a conversation.
(11:37):
Chat about what's possible.
Getting a done for you solutionis where it's at why?
Because you can continue to dowhat you do best Run your
business, host a podcast, buildrelationships, close more deals,
spend more time with yourfamily, do more of the things
that you want and let us handleall the heavy lifting questions,
(12:01):
thoughts, ideas, concerns.
Shoot me a dm over on instagram.
At podcasts that's plural.
At podcasts suck.
Let me know.
You found us via the podcast.
You can also click on the linksin my bio.
If you're an existing podcaster, you want to get added to our
upcoming podcast network thatwe're launching and currently
(12:24):
building out.
It's in beta right now, soeverything's 100% free.
So if you have a podcast you'relooking for quality guests,
head over topodcastbuildersnetworkcom.
That's in my bio as well.
I'll be sure to include that inthe show notes of this episode.
Just go ahead and fill out thatGoogle form Type in all your
show information.
We're going to start playingmatchmaker once we get to 100
(12:49):
shows, and we are rapidlyapproaching that.
So any ideas, feedback,questions about this episode,
any episode on the podcast?
Please shoot me a DM over onInstagram.
I am here to help Until nexttime, friends, thanks so much
for tuning into this 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, good updates as newepisodes become available.
(13:11):
If you feel so inclined, pleaseleave us a review and share the
show with someone you knowshould start a podcast or may
already have one.
And remember podcasts suck ifyou don't have one.
Until next time, friends.
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.
You don't need a billboard.
You don't need Facebook ads.
You need a microphone and agame plan.
(00:48):
In this episode, I'm going toshow you how a podcast gives you
free real estate Free realestate in your buyer's mind and
why that's more valuable thanany ad campaign available.
First of all, it's 2025.
Are people really attentivelywatching or paying attention to
(01:10):
ads?
Probably not Billboards, I mean.
Maybe, maybe if you're stuck intraffic.
Facebook ads there's just somany of them.
Now, I understand.
Properly executed, they canhave a solid return contingent
(01:30):
upon what kind of product orservice you're offering.
But there's a lot of noise inthe newsfeed a lot.
And if you're renting space insomeone's feed, renting space in
someone's feed, you'recompeting.
If you own space in their mind.
Well then, you're winning whenyou have a podcast.
(01:59):
It helps bridge the gap andbuild a familiar line of
communication between you, thelistener, potential customer,
client, whatever you want tocall it.
But it also breeds familiarity.
It also breeds trust.
It makes you part of theirdaily routine Car rides,
workouts, mowing the grass,laying on the couch, going for a
(02:21):
walk, whatever it may be.
A podcast has the opportunity totake up mental real estate.
It gives you uninterrupted timewith your potential buyer and
or buyer.
I heard a quote once that saidonce they hear your voice weekly
(02:42):
, you're not just a brand.
They start seeing you as theguy or gal, for that thing Never
forgot about that.
It's kind of like celebrities.
If you really follow acelebrity and you're a huge fan
of what they do and the workthey put out, you feel like you
(03:05):
know them.
Why?
Because there's a relatabilitythere.
That's what a podcast gives youthe opportunity to be relatable
with your potential customers,clients or they may very well be
your existing customers andclients, and you're just
(03:29):
acquiring more because of thepodcast.
When you start putting outconsistent episodes every single
week, it builds brand recall,real value, builds credibility.
If somebody listens to yourpodcast, they like the content
you're creating.
(03:49):
They see it valuable.
They automatically associateyou with credible and as a brand
that's very important,especially forward-thinking
brands forward-thinking brands.
Together those two things, theycement you as the go-to expert.
That means they don't think ofanybody else, they think of you.
(04:25):
So this isn't just a podcast.
You're not just podcasting.
You're creating a monopoly intheir mind.
Think about that for a minute.
You're not just recording apodcast, you're creating a
monopoly in the listener's mind.
Now, here's how to start owningthe mind chair.
Here's what you need to do.
All this sounds great, sebastian, but what do we specifically
(04:48):
tactical things we can do to putthese in play and start making
them a reality?
Number one pick the number oneproblem that your audience,
community, target market,whatever you want to call it.
Pick the number one problemthat they face.
(05:11):
Next, create four episodes thismonth that solve a piece of
that problem.
This month that solve a pieceof that problem One giant
problem.
Four specific episodes to breakdown that giant problem in turn
, giving someone a solution.
(05:31):
Speak like you're talkingdirectly to one person, because
you are like we're doing rightnow.
I'm recording into a microphoneand there'll be multiple pairs
of ears consuming what I have tosay, but I'm talking to you
specifically.
Like you and I are in anairport lounge or back of an
Uber or wherever, having aconversation about why you don't
(05:56):
need advertising and ads toacquire new clients.
You can do those things, butyou don't have to why?
Well, we've got a vehicle welike to call podcasting, and
podcasting gives you the abilityto build relationships with
your listeners and or customersListeners and or customers also
(06:34):
gives you the opportunity toprovide value by interviewing
people that you want to build arelationship with, that you want
to do business with.
And, in addition to that, asyou're interviewing people that
you want to do business with,you're providing valuable
content by sharing their story.
What is your business to?
What's your story all about?
Where did this all start?
How did you come up with thisincredible widget?
People love the story behindthe story.
(06:56):
Telling that story providesmassive value to your audience
and to your guest.
Now, this episode, we'respecifically talking about why
you don't have to go spend moneyon traditional advertising,
(07:16):
even online advertising,advertising as we know it in
2025.
Okay, this is exactly how wehelp our clients launch shows
that dominate attention in 90days or less.
This is not just.
We're not just helping peoplestart a podcast to start a
(07:37):
podcast, there's a lot ofobjective and strategy behind it
Interview people you want to dobusiness with, provide valuable
content, become a bettercommunicator, get your social
media content game in check andconsistent because of the
podcast.
By the way, that's microcontent.
(07:57):
You record a podcast episode onZoom, you take the video, you
chop it up into micro content,you post it on Reels and TikTok
and LinkedIn and Instagramwherever else you hang out
online.
But it's a collaborative effort.
I get asked this a lot, so Ibring it up a lot.
Sebastian, aren't there alreadytoo many podcasts out there
already?
(08:17):
Well, aren't there too manyFacebook ads out there already?
Aren't there too many Superbowlads out there already?
I was thinking about that.
I was listening to a podcastcalled the CMO Podcast
Phenomenal podcast, if you're inthe marketing world
specifically for big brands andagencies.
But they had a round table withmy good friend, gary Vee and a
(08:40):
few other CMOs Kansas CityChiefs and Duracell, battery and
PepsiCo sharing theirexperiences.
A lot of these brands won, andthey won big in this 2025 Super
Bowl.
But when I look back at theSuper Bowl number one, these ads
are being leaked way before theSuper Bowl.
(09:02):
That's like the new thing.
Let's get the best bang for ourbuck.
Let's get the best bang for ourbuck.
Let's squeeze every ounce ofjuice out of the orange before
it actually airs live during theSuper Bowl.
Now, that's a very effectivestrategy and has become somewhat
mainstream, if you will.
But I wasn't wowed by any ofthese commercials.
(09:27):
I think that happens, I think,every year or so, or maybe every
other year.
They're okay.
And then the big one comes thateverybody's talking about for
weeks and weeks and weeks, butas the time I'm recording this
(09:47):
podcast episode, it's June 2025.
I couldn't tell you one brandoutside of Pepsi that advertised
in the Superbowl.
Are they really relevant?
But your podcast can berelevant.
Who cares how many podcasts areout there?
We're not trying to acquire amillion listeners.
(10:09):
I saw a meme last week.
My post only got 50 views.
It was a picture of 50 peoplein a room.
Drastically different contrastthere.
My post only got 50 views.
Do you know what 50 people in aroom look like?
That's a pretty decent sizeroom of people listening to you.
(10:30):
Let's quickly recap A podcastisn't just content, it's
leverage, it's brand equity,it's free real estate in your
buyer's brain.
Listen, if you're tired ofrenting attention and ready to
win and actually own some ofthis attention, let's have a
(10:54):
conversation.
Go over to podcastlaunchlabcom.
Schedule a call with myself orsomebody on our team.
We can chat about what'spossible in 10, 15 minutes.
See if you're a fit for whatwe're doing for people by
empowering them to launch apodcast in 90 days or less with
our proven podcast launchsolution.
(11:15):
You can call this an ad, callthis whatever you want.
It's my podcast about podcast.
I should probably talk aboutthe fact that we help people
start a podcast.
So if you own a seven to ninefigure brand if you're not quite
at seven figures yet maybe youhover right around that vicinity
let's still have a conversation.
(11:37):
Chat about what's possible.
Getting a done for you solutionis where it's at why?
Because you can continue to dowhat you do best Run your
business, host a podcast, buildrelationships, close more deals,
spend more time with yourfamily, do more of the things
that you want and let us handleall the heavy lifting questions,
(12:01):
thoughts, ideas, concerns.
Shoot me a dm over on instagram.
At podcasts that's plural.
At podcasts suck.
Let me know.
You found us via the podcast.
You can also click on the linksin my bio.
If you're an existing podcaster, you want to get added to our
upcoming podcast network thatwe're launching and currently
(12:24):
building out.
It's in beta right now, soeverything's 100% free.
So if you have a podcast you'relooking for quality guests,
head over topodcastbuildersnetworkcom.
That's in my bio as well.
I'll be sure to include that inthe show notes of this episode.
Just go ahead and fill out thatGoogle form Type in all your
show information.
We're going to start playingmatchmaker once we get to 100
(12:49):
shows, and we are rapidlyapproaching that.
So any ideas, feedback,questions about this episode,
any episode on the podcast?
Please shoot me a DM over onInstagram.
I am here to help Until nexttime, friends, thanks so much
for tuning into this 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, good updates as newepisodes become available.
(13:11):
If you feel so inclined, pleaseleave us a review and share the
show with someone you knowshould start a podcast or may
already have one.
And remember podcasts suck ifyou don't have one.
Until next time, friends.
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