January 18, 2025 • 29 mins
WIN More PR Opportunities with Advice from Josh Silvestro
In this episode, host Carrie Richardson is joined by Josh Silvestro, brand ambassador at Command Your Brand, a podcasting agency specializing in helping businesses amplify their voice and connect with the right audiences. Together, they explore the challenges and opportunities of podcasting, tips for effective public relations, and the secret to creating engaging content that converts.
Key Takeaways:
- Why Storytelling Matters in Podcasting
- Build genuine connections with your audience by sharing your authentic journey.
- Avoid polarizing topics; focus on relatable and inspiring content.
- Overcoming Podcasting Fears
- Learn to embrace mistakes and use them as stepping stones for growth.
- Practice and preparation are key to becoming a confident speaker.
- The ROI of Podcasting
- Understand how guest appearances on niche podcasts can lead to unexpected opportunities.
- Repurpose podcast content into blog posts, social media clips, and more to maximize value.
- Creating a Personal Brand Through Public Relations
- People buy from people, not businesses. Focus on showcasing your unique expertise.
- Start small but strategic by targeting niche audiences and growing from there.
Quotes from the Episode:
- "People buy from people, not businesses." – Josh Silvestro
- "Podcasting is not just about being heard; it's about building trust and visibility." – Carrie Richardson
Actionable Tips:
- Start by clarifying your niche and target audience.
- Use platforms like YouTube or podcast networks to explore similar content for inspiration.
- Don’t underestimate the power of repurposing podcast content across channels.
Technology Tip:
Leverage AI tools to analyze transcripts, generate content, and identify key insights to streamline your podcast marketing efforts.
Links & Resources Mentioned:
- Visit Command Your Brand to learn more about their services.
- Book a call with Josh or the Command Your Brand team at CommandYourBrand.com/bookacall
Carrie Richardson and Ian Richardson host the WIN Podcast - What's Important Now?
Serial entrepreneurs, life partners and business partners, they have successfully exited from multiple businesses (IT, call center, real estate, marketing) and they help other business owners create their own versions of success.
Ian is certified in Eagle Center For Leadership Making A Difference, Paterson StratOp, and LifePlan.
Carrie has helped create and execute successful outbound sales strategies for over 1200 technology-focused businesses including MSPs, manufacturers, distributors and SaaS firms.
Learn more at www.foxcrowgroup.com
Book time with Carrie here!
Be a guest on WIN! We host successful entrepreneurs who share advice with other entrepreneurs on how to build, grow or sell a business using examples from their own experience.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Carrie Richardson (00:00):
Good afternoon, everyone.
(00:01):
Welcome to the first win podcastof 2025.
I'm super excited to be back.
I got to spend a couple of weeksin Hawaii and that was amazing.
Spent a few weeks with my kidsand now I am back trying to be
diligent and produce podcastsweekly.
As my guest today, JoshSilvestro will tell you.
That's pretty challenging.
(00:21):
Josh works with command yourbrand.
He is a brand ambassador andthey run a podcasting business.
So Josh, tell me about thechallenges that come with trying
to get a podcast out every week.
Josh (00:35):
The podcasting industry is very interesting.
It's such a amazing tool to getyour business known in certain
areas.
Carrie Richardson (00:41):
I've been podcasting since 2020 when the
pandemic hit.
Everybody seemed to be startinga podcast.
The first podcast I started wasan hour long format.
I do not recommend that.
Josh (00:53):
Right.
Carrie Richardson (00:54):
That took a lot of took a lot of prep time.
It took a lot of interview time.
And then it took a lot of postproduction time.
So I either had to spend a lotof money getting my podcast
produced, or I had to spend alot of time figuring out how to
do that.
The things that we haveavailable to us now, I mean,
there's no reason that everybodycouldn't podcast.
(01:15):
Josh, what are the big likebarriers to success when it
comes to podcasting?
Josh (01:19):
The way you present yourself.
When someone goes on a podcast,it's the way you present and
connect with your audience thatMakes an impact on them.
That's why people listen to you.
They want to hear your storyThey want to hear how you build
your business or things likethat from the ground up, you
know I've I've can't tell youhow many times I've listened to
a podcast and some people havesaid the wrong thing or did the
wrong thing.
They were kind of talkingpolitical and it kind of ruined
(01:40):
it for me, honestly.
When people kind of really honedin on their niches I find it
more relatable than someonetalking about, Oh, my beliefs
are this or this.
When you're sharing your ownstory, it's really how you
formulate and actually portrayyourself.
Carrie Richardson (01:53):
So you are our brand ambassador for command
your brand.
Tell me a little bit about whatthat entails.
What does a brand ambassador do?
Josh (02:03):
That's a great question.
Found that just in any business,no matter if you're, you know, a
dentist or you're a cleaningcompany or whatever, you need
some type of brand ambassador Mymission is making sure that
people like CEOs, founders arejust really amazing.
we have amazing people aroundthe world and they're sort of
like under a rock and we want torelease that rock so people know
(02:24):
who they are.
My mission is to educate peopleabout other people.
Carrie Richardson (02:28):
I've had a lot of people say they didn't
want to be on my podcast becausethey didn't feel like they had
anything unique or interestingto share.
And I always had issue withthat, because every entrepreneur
out there has an interestingstory.
Everybody started their businessfor a reason.
(02:50):
They all have a, why they allhave a North star.
My entrepreneur journey beginsin panic and chaos, it changed
over the course of 10 years, soI think everybody that makes the
decision, like, hey, I'm goingto put all my chips on the
table, I'm going to bet onmyself, I'm going to do this
exciting thing, they've got astory to tell.
(03:11):
So how do you coax that storyout of them, Josh?
Josh (03:15):
That's such a great question.
People ask me, how do I do this?
And the first thing Icommunicate to them is what are
you afraid of?
What is the thing that's holdingyou back?
It's really it's reallythemselves first and foremost
you have to decide that you'regonna go big or you're gonna go
home That's kind of like mything like either do it all or
you're not gonna succeed So Ifind you have to really Put in
(03:35):
the effort You have to get overthat fear and that you have to
be willing to actually conquerthat.
You have to be willing to makemistakes so that you can grow
and promote and really getyourself known If it means you
have to go out there as abusiness owner, that's what is
necessary for people to know whoyou are and who is running that
company
Carrie Richardson (03:52):
People buy from people.
They don't buy from businesses.
So it sounds to me like you'retalking about public relations.
Josh (04:01):
That's exactly right.
Carrie Richardson (04:01):
A little bit about how business owners can
get their name out there.
Podcasting is obviously one bigway to do that.
I mean, we promote our guests.
We write blog posts about them.
We send them press releases thatthey can use to announce that
they've been a guest on the WINpodcast.
We really try and big them up,not just because we want to
(04:22):
promote them, but because wewant them promoting our content.
We want them to take the podcastthat they've been on and share
it with their group on LinkedInto extend our reach.
So, we've got lots of ulteriormotives when it comes to
podcasting or lots of greatopportunities for branding.
What are some other ways thatbusiness owners can take
(04:43):
advantage of a public relationsopportunity?
How do they find them?
Josh (04:48):
That's such a great question, and I love telling
people about this because I findthat one of the key areas of any
business, no matter what, whereyou are, what you're doing is P.
R.
Public relations.
Now, what do we mean by publicrelations?
People buy from people as youmentioned before and if they
don't know who you are thenyou're a business that doesn't
Have the necessary tools thatthey need Because you you know,
(05:09):
you're a the best cleaningcompany.
So why are you the best cleaningcompany?
Or, the best video editor in theworld.
Okay.
Why are you the best videoeditor?
Tell us a little bit aboutyourself, you have to show
people that you exist and thatyou do things that are so
successful and you get people tosee that Wow, this person really
cares It's such a importanttool, people need an actual
audience that like the person.
(05:30):
That's a key secret that peoplethat a lot of people don't know
about.
Carrie Richardson (05:33):
I was just gonna ask who would listen to a
podcast about a cleaningcompany.
And then I realized that my kidswere obsessed for a couple of
years with car detailing videoson YouTube.
Josh (05:44):
Yeah,
Carrie Richardson (05:44):
essentially, that's A podcast.
If I was a cleaning company,what I would wanna do is find
the messiest house.
I could, and then do almost likea, those fast montage videos of
like how it got cleaned and thenwhat it looked like afterwards.
How would you encourage abusiness owner not investing a
(06:04):
lot in marketing and sales.
Where do you start?
Josh (06:08):
That's such a great I start with learning something
new.
As a new business owner you'resort of getting your feet wet on
a lot of things and you don'thave the budget necessary just
researching and books, there's,I'm a very big reader, so I love
to read books, There's YouTubevideos.
I grew up in the age of YouTubeYou watch YouTube and you really
actually learn a lot and I findthat that's such a very fast and
easy way There's just so manyways to do something it's more
(06:29):
of the research of actuallylooking back and like, okay,
what is the most successfulthing someone does?
I take five to six videos.
I don't watch them all.
I kind of look at what's thestable thing that people do that
is like the same.
And I take that.
And actually I use that in A lotof my, you know, books or
courses or things that I,anything that I learn is
actually find one stable thingabout it that's very common and
use that.
Carrie Richardson (06:50):
You can actually take the transcripts
from six different YouTubevideos that are talking about
the same thing.
You can feed them all into anLLM and then you can prompt the
LLM to identify the advice thateach person gives.
Like show me what's similarabout these things.
Filter this by X.
(07:10):
Right?
And it will show you and thenmake me a bulleted list of the
thing that every one of theseinfluencers believes is the most
important, and only show me theones that overlap.
Mm-hmm And then you, now you'vegot your like hit list of like,
Hey, here's these industryexperts who all have 60 minutes
of advice for you.
But now you can compress thatdown into 10 bullet points and
(07:32):
it's gonna take you less than anhour.
I've been obsessed with thatsince I learned that you could
do it.
Josh (07:39):
Yeah.
Carrie Richardson (07:39):
I like to read more than I like to watch
videos, which is one of thereasons that I do that.
You mentioned that command yourbrand has a book.
So if somebody wants to readabout branding and public
relations.
Josh has got some advice foryou.
So how do you know if you havesomething worth presenting to
someone in media?
(08:00):
Like, how do you get thatelusive press coverage?
Josh (08:04):
Yeah, that's such a great question.
I'll give an example I've helpeda chiropractor and he has a
really special device thatactually assists people like
without necessarily going to achiropractor, but also helps
adjust them sort of like with amachine that helps with the
whole pressure in the back area,right?
So there's this particular nicheof people that like that stuff.
And there's probably more peoplethat would like that too.
(08:24):
You have to kind of figure outmy niche of people.
some people start off, you know,kind of like broad, like I want
to work in marketing.
Okay.
Well, what kind of marketingwould you like to do?
You sort of narrow yourself downwhere you're a special type of
person or business that doesthis thing that no one else
really does.
And that's where people likeyou.
Cause they're your specificniche.
You know, for example, we're apodcasting booking agency, which
(08:46):
actually helps with bookingpeople on top rated shows.
And so I would say like youwould first research what is the
niche that you're trying to gofor.
You obviously don't want tofluff yourself and make yourself
look pretty or cool.
You want to be genuine.
You want to be real.
You want to look at statisticsand like, how can we actually
lay it down where it's verysimple for people?
Like if there's a product thatyou have that, Oh, wow, I have
(09:08):
this product.
That's like going to be amazing.
So I have to make it genuine andreal to the person.
Carrie Richardson (09:12):
We do sales training, we do sales coaching,
we're consultants, we'restrategic planners.
But what we really want on ourpodcast is for people to tell us
their stories.
Josh (09:22):
Yeah.
Carrie Richardson (09:23):
Like nobody wants to listen to Carrie talk
about how she became atelemarketer.
Over and over and over again,week over week.
So we want some variety, we wantdifferent guests.
And I think that people would besurprised at how many
opportunities there are to be onpodcasts.
I've gotten random invitationsout of the blue from people
like, Hey, would you like to beon this podcast about women
(09:45):
entrepreneurs?
And from that appearance on thatpodcast, I was invited to
keynote a women's entrepreneurconference for score this year.
One podcast appearance from someperson that I'd never heard of
to an audience that I wasn'taware of, somebody asked me to
be on a podcast, sure, noproblem.
I'll be on your podcast.
(10:05):
But I never really thought abouthow being on people's podcasts
translated into largeropportunities to promote myself.
And I don't think people thinkabout that when I'm inviting
them to be on mine either.
And like, what, what, what mightthis lead to who might see it?
How could it potentially lead tonew business for me or more
opportunities to talk about whatI do?
Josh (10:27):
People come to me and they kind of want to know, like, I
want to get on podcasts and, youknow, one of my main missions
is, is really to get them on theright shows with the right group
of people.
We want to put you on the rightshows with the right audience
because when I see someone on apodcast, they're an expert.
They're, they're talking aboutsomething they're good at and
that they are passionate aboutit.
That's my other two cents aboutit, because I, I think people
(10:49):
who go on podcasts are veryprofessional and they portray
it.
I never tell people reach to thetop.
I don't want to give them falsehopes, but getting Joe Rogan at
my level may not be real forother people.
I always start small, that's howyou build something.
Sure there's maybe like 20, 30people listening, but you know
what?
That turns into opportunitiesfor things.
You get on other shows and youget on bigger shows and you get
(11:10):
on bigger shows and You're now areally amazing guest speaker
who's been on lots of shows, andyou have so much experience with
that, that you, you can dealwith those high ticketed ones.
Like, and I'll give an exampleis like, you look at Joe Rogan,
for example, look who's who he'shad on.
Carrie Richardson (11:25):
I have to admit that I've never listened
to his podcast.
Josh (11:28):
That's totally fine.
Carrie Richardson (11:29):
I don't know what the format is.
I know that it's very popular.
Josh (11:32):
Yeah.
I mean, I'll tell you something,your start.
I like your start better thanhis start.
Cause his starts just like,let's just get into it.
Like he doesn't even say a show.
It's just like, he just goesright into it, you know?
And, And these are reallyridiculously long His longest
one I think is three and a halfhours.
That's one of his longer ones,but I think it's mostly it's two
to two and a half to threehours.
That's how long his podcastsare.
And it's really funny.
It's just like the people who goon there, they're well known and
(11:55):
they're creating such a bigimpact for people that people
will listen.
I think last week or a couple ofdays ago.
I think the CEO of Facebook wasjust on, Mark Zuckerberg was
just on there, like as a randomguest.
that comes back to publicrelations, like look what he did
first.
He, he removed something thatwas a big issue for people.
And now he's on a, you know,creating public relations and
(12:15):
getting himself a bit more knownto people.
And, and I think that's such animportant tool for people to
have to kind of really, youknow, understand, like, you
know, you're not going to get,that's not your first show
you're ever going to be on, youknow?
I think the smaller shows areeven just to start off are just
as good as any other show.
You're getting your face knownand more real to people.
You know, that's, that's thetruth of it.
(12:36):
And you know, I find that peoplewho don't, don't show their
face.
It's kind of like, What are youtrying to hide?
Carrie Richardson (12:42):
I'm wearing my pajamas.
Josh (12:46):
I find you have to be adventurous.
And I could tell you I'm wearingpajamas, too.
You have to, be willing toexperience anything.
It's sure it may be it may feellike it's uncomfortable for you
in the beginning.
It's just a skill you have tobuild by just practicing.
And that's, that's one key thingI would say here is you have to
practice, practice until like,you don't have to think about it
anymore.
You know, I, I can't tell youhow many times I practice in
front of a wall.
(13:06):
I don't fluster anymore becauseI've practiced so much in front
of a wall in front of otherpeople that, It's not really a
thing for me anymore.
I just, I kind of like it to apoint.
I want more.
I crave more of it.
Like I want a bigger and biggeraudience.
And, and that's, even just as abusiness, that's, I'm sure you
crave that too.
Like you want a big, you want togrow bigger, bigger, bigger to a
point where like you just areexpanding.
(13:28):
Like there's nothing else.
Carrie Richardson (13:30):
I had a mentor once who said there are
people who want to be famous andthere are people who want to be
rich.
Decide which one you are.
Josh (13:40):
Yeah,
Carrie Richardson (13:41):
because they don't always overlap.
So for me, how do I turnpodcasting into dollars?
I'm less interested in beingfamous than I am in figuring out
how can podcasting translateinto more money in Carrie's
pocket at the end of the day,whether that's being guests on
(14:02):
somebody else's podcast or likefor me, I love to invite
potential prospects to be aguest on my podcast.
Josh (14:11):
And we
Carrie Richardson (14:11):
get an hour together.
We talk about our businesses andour goals and where we want to
go.
And for me, that's like, if Ionly have an audience of one, as
long as that's somebody that Iwant to do business with one
day, maybe that for me isperfect.
Josh (14:26):
Yeah.
Carrie Richardson (14:27):
Do we get audience downloads and all that
stuff?
Yeah, people watch our podcast.
I mean, we aren't Joe Rogan.
I mean, if I get like 100downloads a week, that's a great
week for me.
When I started podcasting, Iencouraged my younger daughter
who studies art history to starta podcast and we learned
together.
We learned how to use theediting software together.
We talked about like, how do youget people So her podcast is
(14:48):
actually very well researched.
It's an hour long format and ittalks about careers in art and
the different ways you can getinto the art industry and
watching her guest list has beenphenomenal, like starting with
just kind of like timid askingkind of people that weren't that
well known right up to askingone of the industry's most
(15:10):
famous lawyers to be a guest onher podcast.
And she was always convincedlike, no, they're not going to
say yes.
They're not going to say yes.
I'm like, well, you got to askthem.
Josh (15:18):
Yeah.
Carrie Richardson (15:18):
Don't be afraid to go out and go ask Mark
Zuckerberg to be on yourpodcast.
Like he's going to push you tohis PR team, his PR team are
going to tell you to get bent,but you don't get what you don't
ask for.
And maybe you'll be surprised.
Josh (15:32):
Yeah, absolutely.
Carrie Richardson (15:33):
There's so many different ways to use
podcasting as a way to promoteyour business.
personal brand, identify peoplethat you might like to work
with.
And then there's so manyinteresting tools now, like we
have a whole podcast networksite that will allow us to pull
in other podcasts that are likeours.
(15:55):
So someone's listening to apodcast that features IT
business owners most of thetime.
Sometimes PR experts, you know,they could go and like browse
through the other podcasts thatare listed on that site and say
like, Oh, I might like to be onthat one.
Or I might listen to that one.
So let's talk about PR.
So I'm a, I'm a small businessowner.
(16:16):
I want more eyes on my brand.
I don't have a lot of money.
Where do I start?
Josh (16:22):
You need to have your audience that's the first step.
Then you figure out what issomething that you can share
with people that people canrelate to?
You know, I grew up in a family,like I wasn't the richest
family, but we, we survived.
And now we're doing way betterthan we were before.
I can relate to someone likethat.
And I appreciate them morebecause wow, I want the same
thing.
Like, how did you becomesuccessful?
(16:43):
You mentioned this earlier too,which I really liked there's
famous and then there's havingmoney and being what you want to
be.
Money isn't always success.
It's more of, you know, you'reactually getting the things that
you love to do.
And you're living a rich andfulfilled, fulfilled life You
know, to answer your questionabout if I were to choose famous
or being successful, it's sortof like, you know, I really
appreciate Keanu Reeves, justloves to help people.
(17:04):
I love to help people get toknow who they are.
And I want people known.
Who they are so they can reallyget themselves out there and
some people need help with that.
As a guest or even as a host, Ialways found YouTube is great
because you get to grow andpeople get to see who you are.
A lot of people that I knowtoday is because of YouTube.
I'm really thankful for that Youhave to just get started on
(17:26):
something.
YouTube, podcasting, whateveryou want to do.
Starting something and reallybeing disciplined enough to keep
making things more and morethings.
Cause that's where people startto like you.
And where people get business.
And that's where your businessactually grows and expands.
People who know you, who youare, you know, you have the
ability to communicates topeople You have an opinion about
(17:48):
something because you're theexpert in that area We need to
be putting in the work And ofcourse, there's obviously these
tools to do it.
But who runs those tools?
It's you.
You're the one who puts themtogether And that's that's the
key thing is what are you goingto do about it?
It's really you.
You have to keep creating, youknow, so that you can build
something from nothing And youknow what, even if it's one
person who shows up the firsttime and then the second, video
(18:09):
you make, it's two persons,you're growing and you're still
learning as you're going.
Carrie Richardson (18:13):
From one podcast, I can create a month's
worth of content I could takethe podcast that Josh and I are
doing today.
I can write, I can take thetranscript and turn it into blog
posts.
I can take video clips of Joshand turn it into like little
snippets on LinkedIn.
I can create stills and thenpull quotes and do social media
images.
(18:34):
There is so much that you can dowith one 30 minute podcast.
I can literally populate mysocial media for a month from my
podcast with Josh.
Josh (18:45):
Yeah.
Carrie Richardson (18:45):
Which gives me lots of content to rotate
through.
So I'm never kind of stuck like,Oh God, what am I going to
publish this week?
I can always go like pull thetranscript from a podcast, run
it through AI and create like agreat blog post about the top
five reasons you should start apodcast or, yeah.
The five ways you can use yourpodcast in your marketing
(19:07):
initiatives or the five wayspeople love five ways of
whatever.
I don't know the magic number 6.
5 reasons your podcast sucks.
Josh (19:19):
Yeah.
Why your podcast isn'tsuccessful.
Carrie Richardson (19:22):
So let's talk about that.
What are some of the reasonsthat PR initiatives fail?
Josh (19:27):
There's the right way to do it, and there's a wrong way
to do it.
You go into a football gamewithout a battle plan of what
you're going to do Forget it.
You're done with that.
Sometimes it's depends on theperson person to person, but
it's usually that could be thevideo or the The audio visual.
Not having the the backedinformation like the statistical
things of what created thesuccess.
(19:48):
And then, not promoting to theright area.
You're not promoting to theright people.
Like if I want to talk aboutbanking and how the financial
world works, but I'm on a, akid's show.
No one's going to listen to youbecause they're, that's not what
people are looking for.
It's really putting yourself onthe right podcast and with the
right people in the rightspaces.
If you're on the wrong one,guess what?
You're not going to really get alot of listens or a lot of
(20:08):
people coming to you becauseyou're on the wrong podcast.
Then it's not really worth yourtime.
What is my goal with going onpodcasts?
What is my goal for promoting?
I find that people make thismistake of, you know, they just
want to get on podcasts becausethey just want their face there.
That's not really the right way.
How can I educate people?
That's, that's one of the thingsI love about podcasting is it's
the educational aspect.
You get to learn not only aboutthe subject that you're talking
(20:29):
about, but also about theperson.
I can't tell you how many timesI've listened to Dave Ramsey.
He gives us the step by steptools.
You try it and it's like, wow,this really works and I, I wanna
listen to more.
Carrie Richardson (20:38):
So, should people be more focused on
starting a podcast or being seenon podcasts?
Josh (20:44):
Well, you're not going to see overnight changes.
In any business, you're notgoing to see an overnight
sensation with either one.
as a guest speaker, you'reactually getting yourself known,
you might see quicker results inthat.
The hosting of a podcast, you'rereally, educating people, you're
building your niche of audience.
You're actually growing youraudience They're both equally
important,
Carrie Richardson (21:03):
A lot of people just say I've never done
it before.
So therefore I'm not going to begood at it.
So therefore I'm not even goingto try it.
Josh (21:10):
A lot of people will have a terrible time the first time.
You have to just simply decidethat you're going to Maybe you
make some mistakes, but youfirst decide that you're going
to do it.
I'm just going to do it.
Whatever comes up, I'm going tolaugh about it.
And that's just the way it is.
You know, it's sort of like howlife goes.
You don't just stop life becauseyou make mistakes.
Keep going, you know what Imean?
Carrie Richardson (21:27):
Some of the biggest mistakes that I made
when it came to PR and beinginterviewed, like by journalists
or by podcast hosts.
The first thing I'm asking is isthis going to be edited for
content?
Am I going to be able to look atit and approve it before it goes
live?
Because I've had interviewswhere people quoted me word for
(21:48):
word, but those came afterinterviews where people edited
the content, you know, forbrevity.
Or for just to make me soundsmarter which I truly
appreciated.
So I did a couple of interviewslike that and I'm like, Oh,
that's what interviews are like.
Okay.
You can say whatever you wantand then they're going to make
you sound smart.
Josh (22:07):
Right.
Carrie Richardson (22:07):
And the next time I was interviewed.
That is not how it went down.
And they ended up publishingstuff that I was saying that I
assumed that they would edit outand they didn't.
And I was like, Oh, that soundsterrible.
That's so cringy.
If you're going to be on apodcast, go listen to it a
couple of times, at least.
Listen to a couple of differentguests, see what's the podcast
(22:29):
normally like.
Is it like Carrie's podcastwhere they just chit chat or are
they going to ask you structuredquestions Ask me a question
about cold calling.
I'll answer that question.
No problem.
But if you want to ask mesomething about like, hey,
financially, what were yourstatistics like between 2020 and
2025?
And how did the pandemic impactthem?
If I haven't prepared for thatquestion, you're just going to
(22:49):
get silence and a blank stareand probably some fear.
You have to prepare your guestsfor the podcast.
If you're going to host one,like, tell them what to expect.
Don't surprise them
Josh (23:00):
I find in any interview that no matter if it's a work
interview, a business interviewor even a podcast interview.
The first thing I always do isI, I always prepare myself.
I look at who the person is,what does he do?
What interests does he have?
I look at social media and getsome understanding of who the
person is.
Also look at his business, lookat some of the podcasts he's
(23:20):
been on or the podcast that hehosts.
I find those key things toreally understand the person
because, you know, you're notgoing to meet the person until
you actually are on theinterview.
It's a good prepare on anyinterview, it's always good to
prepare for that type of thing.
And that's my my key secret, bythe way, of any.
I find something that I likeabout the person.
I always find that's such a keything just to find one or one to
(23:43):
three points, how can I talk toyou about that thing?
Carrie Richardson (23:45):
That translates into sales as well.
I mean, if you can find commonground with somebody, something
to talk about where you're nottrying to sell them something
and they're not being defensivebecause they don't want to be
sold to.
There's some great ice breakersif you pay a little bit of
attention on LinkedIn.
Now, somebody's always postingabout their new baby on
LinkedIn.
The first question you shouldask that person is how's your
(24:06):
baby doing?
I love seeing those photos onLinkedIn.
Oh my God, she's growing up sofast.
That little bow on her head,it's so adorable All of a
sudden, boom, they're open totalking.
Josh (24:16):
Find something on linkedin.
Find something you can relateto.
That's that's so important inany interview Meeting this new
person that could be famous thispoint of a conversation could be
a make or break point of like,will I be successful in this
podcast or will I fail at thispodcast?
I found it so important, youknow, sales or not, I'm just so
passionate about talking topeople.
I love to talk, you know, I wasnever a big talker when I was a
(24:37):
kid.
Now I'm making it up by talkingto a lot of people.
It's such a fun thing.
I love to talk and get to knowpeople better.
Carrie Richardson (24:44):
How many podcasts do you host a week
right now?
Josh (24:46):
I usually do three episodes a week, when I first
started I was doing fiveinterviews.
Monday through Friday, I wasdoing one a day.
There were some days I hadactually two or three a day.
I Oh my gosh, it's so tiring.
But there was a point where itstarted to slow down with
guests.
And there was a point where likenow there's so much content on
there that's it's continuing tobuild up.
What I like about podcasting andYouTube the most is that it's no
(25:07):
matter when you post it, itcould be a year ago, could be
five minutes ago, over time itgrows in value and, and people
listen to it, they watch it andit just becomes more and more
valuable over time.
It just does it and it works.
Carrie Richardson (25:19):
We're probably reaching the the end of
our time together.
So just tell me a little bitabout command, your brand, how
can people get ahold of you?
What services do you offer?
Josh (25:27):
We do offer a lot of different things.
We have two main services, whichis we have podcast guesting and
we help people edit theirpodcasts So we actually do the
whole editing process.
We do the whole posting it andmake into reels.
We also do podcast guestingwhere we get you on a series of
shows that actually get you tothe right audience with the
right podcast that in terms ofwhat you want to promote.
If you're an IT person and Iwant to get on IT type shows.
(25:50):
We put you on those IT shows.
And that's, that's, we're like,basically we do all the work for
you.
And all you really do is youshow up.
And that's, that's the best partof that is like, we do all the
hard work for you.
And the other is actuallycourses that teaches how to be a
guest speaker.
Like if you want to do ityourself, we have our formula
for how to be a guest speakerand also how to be a podcast
host and what programs do youneed to use in order to achieve
(26:11):
that.
So those are our main lineservices.
And we also provide a freemasterclass for people to
educate them on either a guestspeaker or, or a podcast host,
whichever you prefer.
We're really passionate aboutgetting people and getting their
whole mission statement out tothe world That's what we love to
do.
And that's what we love to helppeople with.
Carrie Richardson (26:28):
All right, let's set expectations.
Are you going to get people onJoe Rogan?
Josh (26:32):
Definitely, definitely not.
We don't guarantee certainshows, every show is its own
entity.
So we actually don't run theseshows.
We sort of operate with them,you know.
Carrie Richardson (26:40):
Okay.
Yeah.
And how do people reach you ifthey want to learn more?
Josh (26:44):
That's a great question.
Well, I would say we have on ourwebsite, commandyourbrand.
com.
We have a book a call site,which is commandyourbrand.
com backslash book I call youthere either talk to me who I'm
the, the, the brand ambassador,or you talk to my other
assistant or my other colleagueJen, who actually can go over
more of the podcast programs andthe, the podcasting it.
(27:05):
editing functions.
So that's what I would say.
Carrie Richardson (27:08):
All right.
If you're already busy and youreally want the branding and PR
that comes with being a podcastguest or host, working with a
third party organization is nota bad idea.
Josh (27:21):
I would say How much time is your time worth to you?
Like, is, is it time worthreally spending on editing and
really doing the work to get onthese shows?
Or is it more worth it forsomeone else to do for you to
where you just show up.
I would, that's what I wouldsay.
Carrie Richardson (27:35):
Thank you, Josh, for joining me on WIN
today.
I really enjoyed being on yourpodcast Josh's podcast is called
Command Your Brand.
I was a guest before theChristmas holiday started.
So go on over and listen to mypodcast, obviously, and all the
other great guests that Josh hashosted.
If you want to learn more aboutpodcasting, commandyourbrand.
(27:56):
com.
Thanks for joining us today,Josh.
Josh (27:59):
You're welcome.
I really appreciate it.
It was a lot of fun.
Carrie Richardson (28:01):
Thanks.
Good afternoon, everyone.
(00:01):
Welcome to the first win podcastof 2025.
I'm super excited to be back.
I got to spend a couple of weeksin Hawaii and that was amazing.
Spent a few weeks with my kidsand now I am back trying to be
diligent and produce podcastsweekly.
As my guest today, JoshSilvestro will tell you.
That's pretty challenging.
(00:21):
Josh works with command yourbrand.
He is a brand ambassador andthey run a podcasting business.
So Josh, tell me about thechallenges that come with trying
to get a podcast out every week.
Josh (00:35):
The podcasting industry is very interesting.
It's such a amazing tool to getyour business known in certain
areas.
Carrie Richardson (00:41):
I've been podcasting since 2020 when the
pandemic hit.
Everybody seemed to be startinga podcast.
The first podcast I started wasan hour long format.
I do not recommend that.
Josh (00:53):
Right.
Carrie Richardson (00:54):
That took a lot of took a lot of prep time.
It took a lot of interview time.
And then it took a lot of postproduction time.
So I either had to spend a lotof money getting my podcast
produced, or I had to spend alot of time figuring out how to
do that.
The things that we haveavailable to us now, I mean,
there's no reason that everybodycouldn't podcast.
(01:15):
Josh, what are the big likebarriers to success when it
comes to podcasting?
Josh (01:19):
The way you present yourself.
When someone goes on a podcast,it's the way you present and
connect with your audience thatMakes an impact on them.
That's why people listen to you.
They want to hear your storyThey want to hear how you build
your business or things likethat from the ground up, you
know I've I've can't tell youhow many times I've listened to
a podcast and some people havesaid the wrong thing or did the
wrong thing.
They were kind of talkingpolitical and it kind of ruined
(01:40):
it for me, honestly.
When people kind of really honedin on their niches I find it
more relatable than someonetalking about, Oh, my beliefs
are this or this.
When you're sharing your ownstory, it's really how you
formulate and actually portrayyourself.
Carrie Richardson (01:53):
So you are our brand ambassador for command
your brand.
Tell me a little bit about whatthat entails.
What does a brand ambassador do?
Josh (02:03):
That's a great question.
Found that just in any business,no matter if you're, you know, a
dentist or you're a cleaningcompany or whatever, you need
some type of brand ambassador Mymission is making sure that
people like CEOs, founders arejust really amazing.
we have amazing people aroundthe world and they're sort of
like under a rock and we want torelease that rock so people know
(02:24):
who they are.
My mission is to educate peopleabout other people.
Carrie Richardson (02:28):
I've had a lot of people say they didn't
want to be on my podcast becausethey didn't feel like they had
anything unique or interestingto share.
And I always had issue withthat, because every entrepreneur
out there has an interestingstory.
Everybody started their businessfor a reason.
(02:50):
They all have a, why they allhave a North star.
My entrepreneur journey beginsin panic and chaos, it changed
over the course of 10 years, soI think everybody that makes the
decision, like, hey, I'm goingto put all my chips on the
table, I'm going to bet onmyself, I'm going to do this
exciting thing, they've got astory to tell.
(03:11):
So how do you coax that storyout of them, Josh?
Josh (03:15):
That's such a great question.
People ask me, how do I do this?
And the first thing Icommunicate to them is what are
you afraid of?
What is the thing that's holdingyou back?
It's really it's reallythemselves first and foremost
you have to decide that you'regonna go big or you're gonna go
home That's kind of like mything like either do it all or
you're not gonna succeed So Ifind you have to really Put in
(03:35):
the effort You have to get overthat fear and that you have to
be willing to actually conquerthat.
You have to be willing to makemistakes so that you can grow
and promote and really getyourself known If it means you
have to go out there as abusiness owner, that's what is
necessary for people to know whoyou are and who is running that
company
Carrie Richardson (03:52):
People buy from people.
They don't buy from businesses.
So it sounds to me like you'retalking about public relations.
Josh (04:01):
That's exactly right.
Carrie Richardson (04:01):
A little bit about how business owners can
get their name out there.
Podcasting is obviously one bigway to do that.
I mean, we promote our guests.
We write blog posts about them.
We send them press releases thatthey can use to announce that
they've been a guest on the WINpodcast.
We really try and big them up,not just because we want to
(04:22):
promote them, but because wewant them promoting our content.
We want them to take the podcastthat they've been on and share
it with their group on LinkedInto extend our reach.
So, we've got lots of ulteriormotives when it comes to
podcasting or lots of greatopportunities for branding.
What are some other ways thatbusiness owners can take
(04:43):
advantage of a public relationsopportunity?
How do they find them?
Josh (04:48):
That's such a great question, and I love telling
people about this because I findthat one of the key areas of any
business, no matter what, whereyou are, what you're doing is P.
R.
Public relations.
Now, what do we mean by publicrelations?
People buy from people as youmentioned before and if they
don't know who you are thenyou're a business that doesn't
Have the necessary tools thatthey need Because you you know,
(05:09):
you're a the best cleaningcompany.
So why are you the best cleaningcompany?
Or, the best video editor in theworld.
Okay.
Why are you the best videoeditor?
Tell us a little bit aboutyourself, you have to show
people that you exist and thatyou do things that are so
successful and you get people tosee that Wow, this person really
cares It's such a importanttool, people need an actual
audience that like the person.
(05:30):
That's a key secret that peoplethat a lot of people don't know
about.
Carrie Richardson (05:33):
I was just gonna ask who would listen to a
podcast about a cleaningcompany.
And then I realized that my kidswere obsessed for a couple of
years with car detailing videoson YouTube.
Josh (05:44):
Yeah,
Carrie Richardson (05:44):
essentially, that's A podcast.
If I was a cleaning company,what I would wanna do is find
the messiest house.
I could, and then do almost likea, those fast montage videos of
like how it got cleaned and thenwhat it looked like afterwards.
How would you encourage abusiness owner not investing a
(06:04):
lot in marketing and sales.
Where do you start?
Josh (06:08):
That's such a great I start with learning something
new.
As a new business owner you'resort of getting your feet wet on
a lot of things and you don'thave the budget necessary just
researching and books, there's,I'm a very big reader, so I love
to read books, There's YouTubevideos.
I grew up in the age of YouTubeYou watch YouTube and you really
actually learn a lot and I findthat that's such a very fast and
easy way There's just so manyways to do something it's more
(06:29):
of the research of actuallylooking back and like, okay,
what is the most successfulthing someone does?
I take five to six videos.
I don't watch them all.
I kind of look at what's thestable thing that people do that
is like the same.
And I take that.
And actually I use that in A lotof my, you know, books or
courses or things that I,anything that I learn is
actually find one stable thingabout it that's very common and
use that.
Carrie Richardson (06:50):
You can actually take the transcripts
from six different YouTubevideos that are talking about
the same thing.
You can feed them all into anLLM and then you can prompt the
LLM to identify the advice thateach person gives.
Like show me what's similarabout these things.
Filter this by X.
(07:10):
Right?
And it will show you and thenmake me a bulleted list of the
thing that every one of theseinfluencers believes is the most
important, and only show me theones that overlap.
Mm-hmm And then you, now you'vegot your like hit list of like,
Hey, here's these industryexperts who all have 60 minutes
of advice for you.
But now you can compress thatdown into 10 bullet points and
(07:32):
it's gonna take you less than anhour.
I've been obsessed with thatsince I learned that you could
do it.
Josh (07:39):
Yeah.
Carrie Richardson (07:39):
I like to read more than I like to watch
videos, which is one of thereasons that I do that.
You mentioned that command yourbrand has a book.
So if somebody wants to readabout branding and public
relations.
Josh has got some advice foryou.
So how do you know if you havesomething worth presenting to
someone in media?
(08:00):
Like, how do you get thatelusive press coverage?
Josh (08:04):
Yeah, that's such a great question.
I'll give an example I've helpeda chiropractor and he has a
really special device thatactually assists people like
without necessarily going to achiropractor, but also helps
adjust them sort of like with amachine that helps with the
whole pressure in the back area,right?
So there's this particular nicheof people that like that stuff.
And there's probably more peoplethat would like that too.
(08:24):
You have to kind of figure outmy niche of people.
some people start off, you know,kind of like broad, like I want
to work in marketing.
Okay.
Well, what kind of marketingwould you like to do?
You sort of narrow yourself downwhere you're a special type of
person or business that doesthis thing that no one else
really does.
And that's where people likeyou.
Cause they're your specificniche.
You know, for example, we're apodcasting booking agency, which
(08:46):
actually helps with bookingpeople on top rated shows.
And so I would say like youwould first research what is the
niche that you're trying to gofor.
You obviously don't want tofluff yourself and make yourself
look pretty or cool.
You want to be genuine.
You want to be real.
You want to look at statisticsand like, how can we actually
lay it down where it's verysimple for people?
Like if there's a product thatyou have that, Oh, wow, I have
(09:08):
this product.
That's like going to be amazing.
So I have to make it genuine andreal to the person.
Carrie Richardson (09:12):
We do sales training, we do sales coaching,
we're consultants, we'restrategic planners.
But what we really want on ourpodcast is for people to tell us
their stories.
Josh (09:22):
Yeah.
Carrie Richardson (09:23):
Like nobody wants to listen to Carrie talk
about how she became atelemarketer.
Over and over and over again,week over week.
So we want some variety, we wantdifferent guests.
And I think that people would besurprised at how many
opportunities there are to be onpodcasts.
I've gotten random invitationsout of the blue from people
like, Hey, would you like to beon this podcast about women
(09:45):
entrepreneurs?
And from that appearance on thatpodcast, I was invited to
keynote a women's entrepreneurconference for score this year.
One podcast appearance from someperson that I'd never heard of
to an audience that I wasn'taware of, somebody asked me to
be on a podcast, sure, noproblem.
I'll be on your podcast.
(10:05):
But I never really thought abouthow being on people's podcasts
translated into largeropportunities to promote myself.
And I don't think people thinkabout that when I'm inviting
them to be on mine either.
And like, what, what, what mightthis lead to who might see it?
How could it potentially lead tonew business for me or more
opportunities to talk about whatI do?
Josh (10:27):
People come to me and they kind of want to know, like, I
want to get on podcasts and, youknow, one of my main missions
is, is really to get them on theright shows with the right group
of people.
We want to put you on the rightshows with the right audience
because when I see someone on apodcast, they're an expert.
They're, they're talking aboutsomething they're good at and
that they are passionate aboutit.
That's my other two cents aboutit, because I, I think people
(10:49):
who go on podcasts are veryprofessional and they portray
it.
I never tell people reach to thetop.
I don't want to give them falsehopes, but getting Joe Rogan at
my level may not be real forother people.
I always start small, that's howyou build something.
Sure there's maybe like 20, 30people listening, but you know
what?
That turns into opportunitiesfor things.
You get on other shows and youget on bigger shows and you get
(11:10):
on bigger shows and You're now areally amazing guest speaker
who's been on lots of shows, andyou have so much experience with
that, that you, you can dealwith those high ticketed ones.
Like, and I'll give an exampleis like, you look at Joe Rogan,
for example, look who's who he'shad on.
Carrie Richardson (11:25):
I have to admit that I've never listened
to his podcast.
Josh (11:28):
That's totally fine.
Carrie Richardson (11:29):
I don't know what the format is.
I know that it's very popular.
Josh (11:32):
Yeah.
I mean, I'll tell you something,your start.
I like your start better thanhis start.
Cause his starts just like,let's just get into it.
Like he doesn't even say a show.
It's just like, he just goesright into it, you know?
And, And these are reallyridiculously long His longest
one I think is three and a halfhours.
That's one of his longer ones,but I think it's mostly it's two
to two and a half to threehours.
That's how long his podcastsare.
And it's really funny.
It's just like the people who goon there, they're well known and
(11:55):
they're creating such a bigimpact for people that people
will listen.
I think last week or a couple ofdays ago.
I think the CEO of Facebook wasjust on, Mark Zuckerberg was
just on there, like as a randomguest.
that comes back to publicrelations, like look what he did
first.
He, he removed something thatwas a big issue for people.
And now he's on a, you know,creating public relations and
(12:15):
getting himself a bit more knownto people.
And, and I think that's such animportant tool for people to
have to kind of really, youknow, understand, like, you
know, you're not going to get,that's not your first show
you're ever going to be on, youknow?
I think the smaller shows areeven just to start off are just
as good as any other show.
You're getting your face knownand more real to people.
You know, that's, that's thetruth of it.
(12:36):
And you know, I find that peoplewho don't, don't show their
face.
It's kind of like, What are youtrying to hide?
Carrie Richardson (12:42):
I'm wearing my pajamas.
Josh (12:46):
I find you have to be adventurous.
And I could tell you I'm wearingpajamas, too.
You have to, be willing toexperience anything.
It's sure it may be it may feellike it's uncomfortable for you
in the beginning.
It's just a skill you have tobuild by just practicing.
And that's, that's one key thingI would say here is you have to
practice, practice until like,you don't have to think about it
anymore.
You know, I, I can't tell youhow many times I practice in
front of a wall.
(13:06):
I don't fluster anymore becauseI've practiced so much in front
of a wall in front of otherpeople that, It's not really a
thing for me anymore.
I just, I kind of like it to apoint.
I want more.
I crave more of it.
Like I want a bigger and biggeraudience.
And, and that's, even just as abusiness, that's, I'm sure you
crave that too.
Like you want a big, you want togrow bigger, bigger, bigger to a
point where like you just areexpanding.
(13:28):
Like there's nothing else.
Carrie Richardson (13:30):
I had a mentor once who said there are
people who want to be famous andthere are people who want to be
rich.
Decide which one you are.
Josh (13:40):
Yeah,
Carrie Richardson (13:41):
because they don't always overlap.
So for me, how do I turnpodcasting into dollars?
I'm less interested in beingfamous than I am in figuring out
how can podcasting translateinto more money in Carrie's
pocket at the end of the day,whether that's being guests on
(14:02):
somebody else's podcast or likefor me, I love to invite
potential prospects to be aguest on my podcast.
Josh (14:11):
And we
Carrie Richardson (14:11):
get an hour together.
We talk about our businesses andour goals and where we want to
go.
And for me, that's like, if Ionly have an audience of one, as
long as that's somebody that Iwant to do business with one
day, maybe that for me isperfect.
Josh (14:26):
Yeah.
Carrie Richardson (14:27):
Do we get audience downloads and all that
stuff?
Yeah, people watch our podcast.
I mean, we aren't Joe Rogan.
I mean, if I get like 100downloads a week, that's a great
week for me.
When I started podcasting, Iencouraged my younger daughter
who studies art history to starta podcast and we learned
together.
We learned how to use theediting software together.
We talked about like, how do youget people So her podcast is
(14:48):
actually very well researched.
It's an hour long format and ittalks about careers in art and
the different ways you can getinto the art industry and
watching her guest list has beenphenomenal, like starting with
just kind of like timid askingkind of people that weren't that
well known right up to askingone of the industry's most
(15:10):
famous lawyers to be a guest onher podcast.
And she was always convincedlike, no, they're not going to
say yes.
They're not going to say yes.
I'm like, well, you got to askthem.
Josh (15:18):
Yeah.
Carrie Richardson (15:18):
Don't be afraid to go out and go ask Mark
Zuckerberg to be on yourpodcast.
Like he's going to push you tohis PR team, his PR team are
going to tell you to get bent,but you don't get what you don't
ask for.
And maybe you'll be surprised.
Josh (15:32):
Yeah, absolutely.
Carrie Richardson (15:33):
There's so many different ways to use
podcasting as a way to promoteyour business.
personal brand, identify peoplethat you might like to work
with.
And then there's so manyinteresting tools now, like we
have a whole podcast networksite that will allow us to pull
in other podcasts that are likeours.
(15:55):
So someone's listening to apodcast that features IT
business owners most of thetime.
Sometimes PR experts, you know,they could go and like browse
through the other podcasts thatare listed on that site and say
like, Oh, I might like to be onthat one.
Or I might listen to that one.
So let's talk about PR.
So I'm a, I'm a small businessowner.
(16:16):
I want more eyes on my brand.
I don't have a lot of money.
Where do I start?
Josh (16:22):
You need to have your audience that's the first step.
Then you figure out what issomething that you can share
with people that people canrelate to?
You know, I grew up in a family,like I wasn't the richest
family, but we, we survived.
And now we're doing way betterthan we were before.
I can relate to someone likethat.
And I appreciate them morebecause wow, I want the same
thing.
Like, how did you becomesuccessful?
(16:43):
You mentioned this earlier too,which I really liked there's
famous and then there's havingmoney and being what you want to
be.
Money isn't always success.
It's more of, you know, you'reactually getting the things that
you love to do.
And you're living a rich andfulfilled, fulfilled life You
know, to answer your questionabout if I were to choose famous
or being successful, it's sortof like, you know, I really
appreciate Keanu Reeves, justloves to help people.
(17:04):
I love to help people get toknow who they are.
And I want people known.
Who they are so they can reallyget themselves out there and
some people need help with that.
As a guest or even as a host, Ialways found YouTube is great
because you get to grow andpeople get to see who you are.
A lot of people that I knowtoday is because of YouTube.
I'm really thankful for that Youhave to just get started on
(17:26):
something.
YouTube, podcasting, whateveryou want to do.
Starting something and reallybeing disciplined enough to keep
making things more and morethings.
Cause that's where people startto like you.
And where people get business.
And that's where your businessactually grows and expands.
People who know you, who youare, you know, you have the
ability to communicates topeople You have an opinion about
(17:48):
something because you're theexpert in that area We need to
be putting in the work And ofcourse, there's obviously these
tools to do it.
But who runs those tools?
It's you.
You're the one who puts themtogether And that's that's the
key thing is what are you goingto do about it?
It's really you.
You have to keep creating, youknow, so that you can build
something from nothing And youknow what, even if it's one
person who shows up the firsttime and then the second, video
(18:09):
you make, it's two persons,you're growing and you're still
learning as you're going.
Carrie Richardson (18:13):
From one podcast, I can create a month's
worth of content I could takethe podcast that Josh and I are
doing today.
I can write, I can take thetranscript and turn it into blog
posts.
I can take video clips of Joshand turn it into like little
snippets on LinkedIn.
I can create stills and thenpull quotes and do social media
images.
(18:34):
There is so much that you can dowith one 30 minute podcast.
I can literally populate mysocial media for a month from my
podcast with Josh.
Josh (18:45):
Yeah.
Carrie Richardson (18:45):
Which gives me lots of content to rotate
through.
So I'm never kind of stuck like,Oh God, what am I going to
publish this week?
I can always go like pull thetranscript from a podcast, run
it through AI and create like agreat blog post about the top
five reasons you should start apodcast or, yeah.
The five ways you can use yourpodcast in your marketing
(19:07):
initiatives or the five wayspeople love five ways of
whatever.
I don't know the magic number 6.
5 reasons your podcast sucks.
Josh (19:19):
Yeah.
Why your podcast isn'tsuccessful.
Carrie Richardson (19:22):
So let's talk about that.
What are some of the reasonsthat PR initiatives fail?
Josh (19:27):
There's the right way to do it, and there's a wrong way
to do it.
You go into a football gamewithout a battle plan of what
you're going to do Forget it.
You're done with that.
Sometimes it's depends on theperson person to person, but
it's usually that could be thevideo or the The audio visual.
Not having the the backedinformation like the statistical
things of what created thesuccess.
(19:48):
And then, not promoting to theright area.
You're not promoting to theright people.
Like if I want to talk aboutbanking and how the financial
world works, but I'm on a, akid's show.
No one's going to listen to youbecause they're, that's not what
people are looking for.
It's really putting yourself onthe right podcast and with the
right people in the rightspaces.
If you're on the wrong one,guess what?
You're not going to really get alot of listens or a lot of
(20:08):
people coming to you becauseyou're on the wrong podcast.
Then it's not really worth yourtime.
What is my goal with going onpodcasts?
What is my goal for promoting?
I find that people make thismistake of, you know, they just
want to get on podcasts becausethey just want their face there.
That's not really the right way.
How can I educate people?
That's, that's one of the thingsI love about podcasting is it's
the educational aspect.
You get to learn not only aboutthe subject that you're talking
(20:29):
about, but also about theperson.
I can't tell you how many timesI've listened to Dave Ramsey.
He gives us the step by steptools.
You try it and it's like, wow,this really works and I, I wanna
listen to more.
Carrie Richardson (20:38):
So, should people be more focused on
starting a podcast or being seenon podcasts?
Josh (20:44):
Well, you're not going to see overnight changes.
In any business, you're notgoing to see an overnight
sensation with either one.
as a guest speaker, you'reactually getting yourself known,
you might see quicker results inthat.
The hosting of a podcast, you'rereally, educating people, you're
building your niche of audience.
You're actually growing youraudience They're both equally
important,
Carrie Richardson (21:03):
A lot of people just say I've never done
it before.
So therefore I'm not going to begood at it.
So therefore I'm not even goingto try it.
Josh (21:10):
A lot of people will have a terrible time the first time.
You have to just simply decidethat you're going to Maybe you
make some mistakes, but youfirst decide that you're going
to do it.
I'm just going to do it.
Whatever comes up, I'm going tolaugh about it.
And that's just the way it is.
You know, it's sort of like howlife goes.
You don't just stop life becauseyou make mistakes.
Keep going, you know what Imean?
Carrie Richardson (21:27):
Some of the biggest mistakes that I made
when it came to PR and beinginterviewed, like by journalists
or by podcast hosts.
The first thing I'm asking is isthis going to be edited for
content?
Am I going to be able to look atit and approve it before it goes
live?
Because I've had interviewswhere people quoted me word for
(21:48):
word, but those came afterinterviews where people edited
the content, you know, forbrevity.
Or for just to make me soundsmarter which I truly
appreciated.
So I did a couple of interviewslike that and I'm like, Oh,
that's what interviews are like.
Okay.
You can say whatever you wantand then they're going to make
you sound smart.
Josh (22:07):
Right.
Carrie Richardson (22:07):
And the next time I was interviewed.
That is not how it went down.
And they ended up publishingstuff that I was saying that I
assumed that they would edit outand they didn't.
And I was like, Oh, that soundsterrible.
That's so cringy.
If you're going to be on apodcast, go listen to it a
couple of times, at least.
Listen to a couple of differentguests, see what's the podcast
(22:29):
normally like.
Is it like Carrie's podcastwhere they just chit chat or are
they going to ask you structuredquestions Ask me a question
about cold calling.
I'll answer that question.
No problem.
But if you want to ask mesomething about like, hey,
financially, what were yourstatistics like between 2020 and
2025?
And how did the pandemic impactthem?
If I haven't prepared for thatquestion, you're just going to
(22:49):
get silence and a blank stareand probably some fear.
You have to prepare your guestsfor the podcast.
If you're going to host one,like, tell them what to expect.
Don't surprise them
Josh (23:00):
I find in any interview that no matter if it's a work
interview, a business interviewor even a podcast interview.
The first thing I always do isI, I always prepare myself.
I look at who the person is,what does he do?
What interests does he have?
I look at social media and getsome understanding of who the
person is.
Also look at his business, lookat some of the podcasts he's
(23:20):
been on or the podcast that hehosts.
I find those key things toreally understand the person
because, you know, you're notgoing to meet the person until
you actually are on theinterview.
It's a good prepare on anyinterview, it's always good to
prepare for that type of thing.
And that's my my key secret, bythe way, of any.
I find something that I likeabout the person.
I always find that's such a keything just to find one or one to
(23:43):
three points, how can I talk toyou about that thing?
Carrie Richardson (23:45):
That translates into sales as well.
I mean, if you can find commonground with somebody, something
to talk about where you're nottrying to sell them something
and they're not being defensivebecause they don't want to be
sold to.
There's some great ice breakersif you pay a little bit of
attention on LinkedIn.
Now, somebody's always postingabout their new baby on
LinkedIn.
The first question you shouldask that person is how's your
(24:06):
baby doing?
I love seeing those photos onLinkedIn.
Oh my God, she's growing up sofast.
That little bow on her head,it's so adorable All of a
sudden, boom, they're open totalking.
Josh (24:16):
Find something on linkedin.
Find something you can relateto.
That's that's so important inany interview Meeting this new
person that could be famous thispoint of a conversation could be
a make or break point of like,will I be successful in this
podcast or will I fail at thispodcast?
I found it so important, youknow, sales or not, I'm just so
passionate about talking topeople.
I love to talk, you know, I wasnever a big talker when I was a
(24:37):
kid.
Now I'm making it up by talkingto a lot of people.
It's such a fun thing.
I love to talk and get to knowpeople better.
Carrie Richardson (24:44):
How many podcasts do you host a week
right now?
Josh (24:46):
I usually do three episodes a week, when I first
started I was doing fiveinterviews.
Monday through Friday, I wasdoing one a day.
There were some days I hadactually two or three a day.
I Oh my gosh, it's so tiring.
But there was a point where itstarted to slow down with
guests.
And there was a point where likenow there's so much content on
there that's it's continuing tobuild up.
What I like about podcasting andYouTube the most is that it's no
(25:07):
matter when you post it, itcould be a year ago, could be
five minutes ago, over time itgrows in value and, and people
listen to it, they watch it andit just becomes more and more
valuable over time.
It just does it and it works.
Carrie Richardson (25:19):
We're probably reaching the the end of
our time together.
So just tell me a little bitabout command, your brand, how
can people get ahold of you?
What services do you offer?
Josh (25:27):
We do offer a lot of different things.
We have two main services, whichis we have podcast guesting and
we help people edit theirpodcasts So we actually do the
whole editing process.
We do the whole posting it andmake into reels.
We also do podcast guestingwhere we get you on a series of
shows that actually get you tothe right audience with the
right podcast that in terms ofwhat you want to promote.
If you're an IT person and Iwant to get on IT type shows.
(25:50):
We put you on those IT shows.
And that's, that's, we're like,basically we do all the work for
you.
And all you really do is youshow up.
And that's, that's the best partof that is like, we do all the
hard work for you.
And the other is actuallycourses that teaches how to be a
guest speaker.
Like if you want to do ityourself, we have our formula
for how to be a guest speakerand also how to be a podcast
host and what programs do youneed to use in order to achieve
(26:11):
that.
So those are our main lineservices.
And we also provide a freemasterclass for people to
educate them on either a guestspeaker or, or a podcast host,
whichever you prefer.
We're really passionate aboutgetting people and getting their
whole mission statement out tothe world That's what we love to
do.
And that's what we love to helppeople with.
Carrie Richardson (26:28):
All right, let's set expectations.
Are you going to get people onJoe Rogan?
Josh (26:32):
Definitely, definitely not.
We don't guarantee certainshows, every show is its own
entity.
So we actually don't run theseshows.
We sort of operate with them,you know.
Carrie Richardson (26:40):
Okay.
Yeah.
And how do people reach you ifthey want to learn more?
Josh (26:44):
That's a great question.
Well, I would say we have on ourwebsite, commandyourbrand.
com.
We have a book a call site,which is commandyourbrand.
com backslash book I call youthere either talk to me who I'm
the, the, the brand ambassador,or you talk to my other
assistant or my other colleagueJen, who actually can go over
more of the podcast programs andthe, the podcasting it.
(27:05):
editing functions.
So that's what I would say.
Carrie Richardson (27:08):
All right.
If you're already busy and youreally want the branding and PR
that comes with being a podcastguest or host, working with a
third party organization is nota bad idea.
Josh (27:21):
I would say How much time is your time worth to you?
Like, is, is it time worthreally spending on editing and
really doing the work to get onthese shows?
Or is it more worth it forsomeone else to do for you to
where you just show up.
I would, that's what I wouldsay.
Carrie Richardson (27:35):
Thank you, Josh, for joining me on WIN
today.
I really enjoyed being on yourpodcast Josh's podcast is called
Command Your Brand.
I was a guest before theChristmas holiday started.
So go on over and listen to mypodcast, obviously, and all the
other great guests that Josh hashosted.
If you want to learn more aboutpodcasting, commandyourbrand.
(27:56):
com.
Thanks for joining us today,Josh.
Josh (27:59):
You're welcome.
I really appreciate it.
It was a lot of fun.
Carrie Richardson (28:01):
Thanks.
Popular Podcasts
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!
Crime Junkie
Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by audiochuck Media Company.
Ridiculous History
History is beautiful, brutal and, often, ridiculous. Join Ben Bowlin and Noel Brown as they dive into some of the weirdest stories from across the span of human civilization in Ridiculous History, a podcast by iHeartRadio.