Dec. 6, 2022

The Flow: Episode 18 - Podcast Promotion

The Flow: Episode 18 - Podcast Promotion

The Flow: Episode 18 - Podcast Promotion : The Flow: Episode 18 - Podcast Promotion

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Listen to The Flow

Podcasting, especially video podcasting, can be a great way to share your message with the world. There are so many things to learn and do, but it's hard to know where to start if you've never done it before.

Producing a podcast can seem daunting at first; it's easy to feel overwhelmed when you're starting something new. Using a Video First approach with Ecamm Live will make it much easier and save you lots of time.


The Flow is here to help. We'll take you step-by-step through creating a video podcast, from planning and production to promotion and monetization. You'll learn how to build an efficient workflow that will make your content shine, leaving you to focus on creating great content.


In this episode, Katie and Doc discuss podcast promotion and how to get more eyes and ears on your show.


Join us Tuesdays at 12pm Eastern on YouTube and subscribe and listen on your favorite podcast platform. Audio-only podcast episodes drop a week after the live video streams.


LINKS


Episodes & show notes at https://flow.ecamm.com

Freebies at https://ecamm.tv/flowfreebies

Leave us a video question at https://ecamm.tv/flowvolley


Try Ecamm at https://www.ecamm.com

Try Descript at https://www.descript.com

Try Captivate at https://captivate.fm

Try Speedify at https://www.speedify.com


Remember, Live Recordings of "The Flow" happens every Tuesday at 12PM Eastern Time on our YouTube Channel. Come to the tapings to get your questions answered live and enjoy the fun of hanging out with the "Flow Riders," our amazing community.

You can also interact with "The Flow Riders" and the host on Volley in our The Flow channel on Volley. To join in https://ecamm.tv/flowvolley


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Transcript
Speaker:

Hello everybody and welcome to another edition of The Flow.

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You know what, Katie?

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And I'm Katie Fawkes.

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I'm back.

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Who the heck is this lady?

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And what heck, we already know who this person is.

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And now I can call Milk box company and tell 'em to take your face off.

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I know.

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Thank you so much to Doc for holding down the fort.

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I was like, I can do this.

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I can move and run a big sale and all the things and also

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podcast and it, it was not true.

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So sometimes it's good to have a cohost who can have your back,

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but I'm excited to be back.

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This is where the episode that Jared and I talked about, which is two episodes

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ago, which is why pod swaps is actually pretty handy, cause something comes

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up like, um, the last two Tuesdays of the year, I'm gonna be in Japan.

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Mm-hmm.

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So it's a opportunity to do a pod swap.

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It's a good opportunity to call on somebody like Marielou

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and Kirk or somebody...

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and be like, you guys be Doc and Katie or whatever cause we're gone.

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Yeah, exactly.

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Ecamm is closed the last week of the year people.

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Right.

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Nobody call us.

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Break everything now, so we can help you before.

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So the thing that's really, really cool, Katie, is this episode our

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podcast is old enough to drive.

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I guess we're gonna be 18.

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Sweet!

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Go us!

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Old enough to drink in Canada.

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Parts of Canada.

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Not in the U.S.

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Yeah, not in the U.S.

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It's funny how, it seems like that's a daunting task if you tell somebody when

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they first start, like, you know you're gonna be 18 episodes in in no time.

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By the time we're done with the year, we'll be at 22 episodes.

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We're gonna end the year on my number.

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It goes by so fast, it like, and every single episode, you know,

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I leave kind of being like, oh, I learned this, these four things.

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It just, I'm filled with such excitement.

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It was so much fun.

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Kind of.

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I was in this space where I've been obsessed with listening to

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podcasts while I was packing and moving and doing all of the stuff.

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I have, like my, you know, AirPods in walking around listening to

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podcasts and I love that all, you know, podcasters are always like,

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we're coming to you from the pod lab.

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And I was like, oh man.

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I'm back in the pod lab today.

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Today the studio is the pod lab because it's fun to say.

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It's fun to say.

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I like it and well, you know, I think a lot of people don't

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understand, you know, they say, okay, I wanna start this podcast,

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but I'm not an expert or whatever.

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Good.

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That's exactly why I podcast.

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Because the question that you have, you interview the

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people with the answers, right?

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You bring in the community members with the answers and you

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will learn something as well.

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And what's crazy about that is while you're in that process, you

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are learning as well as creating.

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And there's a whole bunch of people that are exactly what you are, but

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are too proud to ask that question.

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Mm-hmm.

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Like when it comes to questions and it comes to whatever industry

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you're in, you wanna be tlc.

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You ain't too proud to beg.

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So, but a lot of people, they won't do it because they've been

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told by everybody else that they have to look like an expert.

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They have to look smart, be a certain way, and that's not really the case.

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So coming in, Hey everybody, I don't know how to do any of this.

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Come with me.

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Let's do it.

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It's a fantastic journey.

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I say this all the time, the follow me journey is one of the

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biggest things popping on YouTube, but somehow nobody seems to pay

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attention to that and it helps.

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So we are gonna talk about what today?

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Katie, what'd you put in store for me?

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Today we are talking about how to promote your podcast.

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All things podcast promotion.

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Are you ready?

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Are you ready for this?

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That is a good one.

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It turns out that's the biggest question whenever we do shows or, you know, for

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as long as I've been in podcasting, which is back like 2004 when you had to hand

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code this stuff, That was the question.

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That's always been the question.

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It probably will always be the question.

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So let's, let's answer it.

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Yeah.

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Exactly.

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It's like, okay, we've built it.

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Now will they come?

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And how do we get them to come?

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Right?

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And once you have people, how do you get more people?

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Yeah, I think it's, I think it's always gonna be a question.

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And disclaimer, you know, in the way that Doc just brilliantly phrased

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how, you know, you should always be learning and growing and not

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kind of afraid to just start, even if you don't know all the things.

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We don't know all of the things about podcast promotion we're

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like, we are testing and trying.

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Doc knows all the things about podcasting.

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I don't know all the things about podcast promotion, but I

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think it's an iterative process.

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It's a process where you're gonna test and try things, and again, you should.

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Following and listening to and engaging with other podcasts that are in your

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topic, out of your topic, because you're gonna find some amazing ideas and you're

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gonna see people doing things that you're like, oh, that could work for my audience.

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That could be a really cool, you know, promotional idea or, you know, cool

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marketing thing that I could try.

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So I'm constantly learning from other, other live streams and other podcasts.

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I think it's a really great thing to just test it out and see if it works for you.

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Okay, so, uh, what's the first question, Katie?

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Let's pop it.

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Let's jump right in.

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How do podcasts get promoted?

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We're gonna start at the beginning.

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The very beginning.

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Oh, okay.

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Alright.

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Well, they don't, let's just start right there.

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They absolutely don't, unless you put in some groundwork, and I think this is where

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a lot of people drop the ball, unless you actually put in some groundwork, it

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doesn't get promoted, no one's going to know about you or see you or do whatever.

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The funny part is I think people think just by putting it in a

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directory that's going to work.

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If you count the amount of businesses back in the day when, you know, when

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you first start your business, you would go into your local, you know,

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establishment and you fill out the paperwork and it'd give you a tax license.

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If your business had a physical location within about three days, I swear to you,

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the Yellow Pages person would be, Hey man, have you ever thought about getting and

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adding what the, how the hell do you know?

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I just started some business, like they was quick, right?

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Because they were somehow through Cardinal Mail services or some other

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thing, they somehow knew that you just got registered for a business.

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So the Yellow Pages people would show up.

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The best thing about the internet is Yellow Pages people went away,

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but they used to come to your door and ask you to buy Yellow page ads.

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They're legit people back in the day who thought they could just put in,

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you know, AA exterminators in front of Yellow pages, and all of a sudden

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everybody with bugs was gonna call them.

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Doesn't work.

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It's legit.

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Doesn't work.

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I got a question for you.

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Here's one, I'll throw it back at you.

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Have you ever seen a number on the side of a vehicle?

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And remember to call that number when you need it, whatever they

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were serving in that vehicle?

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No.

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Not a once.

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Not a once.

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Yo, I am like 50, 1100 years old and I have never pulled

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a number off of a vehicle.

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And thought, I'm gonna call this plumber exterminator, tree

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cutter like, you know, lawyer.

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Although, you know what I will say though, which is probably where you're

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going anyway, is I will say that I do, I am like constantly consuming

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all of that content that's around me.

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So like we have plumbers in our city.

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And they drive their, their little trucks, vans, whatever they are, are

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constantly like driving around the city.

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So I now, the second that I think of plumbers, like I can see their logo.

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I know their name.

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So like I could find them even though I would never have their

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phone number memorized and they have it on the side of their van.

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But the second I'm like, I need a plumber.

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I'm like, oh yeah, those guys that are constantly in our city,

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they must be popular because they're constantly driving.

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So when you're thinking about podcast promotion or you're

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thinking about promotion in general, you need to be all the places.

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And even if you put your email and your number and your volley and your

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whatever else, they may not find you that way or click through on that

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link, but showing up consistently, in front of them is gonna help.

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So okay.

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You kind of covered what I was gonna say.

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I want you to think of the number as the come listen to my podcast at the end

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of all of the places that you put it.

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The link to your podcast at the end of the places all you put it.

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Stop that.

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It doesn't work.

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Okay.

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It just doesn't work.

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No one found your podcast because at the end of everything, you're

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like, Hey, da, da, da, da.

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And normally what happens is it's either too fast or it's too long,

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and so neither one of them work.

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If it's too fast, they can't read it, they miss it.

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There's a frustration there.

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You don't realize it, but you put a tiny frustration in someone's head.

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They kind of let everything else go and they don't even know they do it.

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It's just the way the brain works.

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Yep.

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If you leave it too long, they get irritated that you stop them from

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the next piece of content that they were gonna, if they're on, you

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know, uh, fever scroll or autoplay or something of that nature, right?

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For instance, like MSNBC news at the end, their out bumper on YouTube is way too

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long and it irritates me cuz I wanna hear what they gotta say, but when they're

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done, I'm ready to go to the next one.

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But they got,

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You almost think it's over.

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There's a couple more and it's like, please stop, please.

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Just making sure and be like, thank you for watching us YouTube piece, boom out.

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Like make it quick.

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So what you wanna do is you wanna do what Katie says, you want your

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vehicle to be seen everywhere.

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You want that if, if they took the space that takes up a number and in

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most people's vans or whatever, it's roughly about four inches tall and like

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the width of the vehicle, if you remove that, And just made the logo bigger or

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made it something else stick in their brain like a funny saying or whatever.

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That would probably work much better than your number and your website.

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Some people got their number, their website.

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Many states make you put the license, so put the license in

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nondescript cause nobody reads it.

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Nobody cares.

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The state says it has to be there, just put it there.

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But what you would do is if you go to a platform, say like IG or LinkedIn

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and this is something that we gotta do.

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So I can just tell you this is what's gonna happen.

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We are not perfect or ready yet to do all of the promotion.

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We're learning as we go.

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Nor should you, nor should you.

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I feel that by the end of the year when we're at episode 22, and then soon

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after we come back, we'll be at 25.

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Now I think it's time to hardcore going on and promoting.

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Yep.

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What I think a lot of people want to do is have two episodes and

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promote and you're not there.

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Right.

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The murder podcast...

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people can't binge listen.

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Yeah, right.

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They have a vehicle behind them, right?

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You don't have enough content or SEO or whatever in order to let that happen.

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So it's not going to really work.

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And I tell people all the time, if I did exactly what you said, And

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I called Oprah and I was like, yo, oh yo, Katie wants you to send like

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2 million people to her podcast.

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She was like, yeah, Doc.

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You get, you get some listeners, they get some, everybody gets some listeners.

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So Oprah would send everybody to your podcast and they would listen to it

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and be like, what the, what's that?

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And there's no more.

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Because you have nothing for them.

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So the worst thing you can do, when everyone's been in this situation,

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everyone's been in the line where they were giving out the free

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smoothies or whatever, and then they get to you and there ain't no more.

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Right?

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Or you got it and it was like one little spoon of something and you like, all

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right, that doesn't entice me to buy more.

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That kind of pees me off, right?

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At least at Jamba Juice, when they give you a sample, it's a decent size sample.

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And I think that mentality of it was like, I'm gonna just let,

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and they're gonna want it now.

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I don't think that really works either.

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Right.

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And you have probably been more frustrated by the sample size, so don't ask

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everybody to come to your house and you ain't got, you know, horse divers ready.

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If you don't have the sugary board done up, don't invite people to your house.

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Yeah.

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So don't be in a hurry.

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Let's put it.

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Yeah.

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Nailed it.

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Nailed it.

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I think it's one of those things that you should absolutely be thinking

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about, because as you said, it doesn't go by itself, but have a plan and

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you don't need to do all 55 things on your plan within the first three

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days of launching your podcast,

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Space it out.

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You've got this.

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You'll got there.

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Man.

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I like it.

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I'm gonna type it into things I remember.

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Okay.

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What?

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What's the

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I'm practicing.

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I'm practicing for my trip.

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I said, next question.

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Next question.

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That's gonna make Descript so difficult.

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I'm gonna be like, it's gonna be a jumble of words.

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I'm not gonna know what it is.

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I forgot about that.

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Sorry.

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Sorry.

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Where should I promote my podcast?

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I'm just trying to think of what kinda words Descript gonna write for that.

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Oh, every time that you speak Japanese, I'm like, wait a

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sec, what is he trying to say?

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Cause sometimes I'm listening and sometimes I'm just reading.

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It's too funny.

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Oh that's super funny.

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Okay, we're, where should you promote your podcast?

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Everywhere but with taste.

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Okay, so again, screaming, come to see my podcast doesn't work.

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There's a new conversation moving around in the marketing world and it's going to,

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marketers are gonna hate it, but it is.

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Stop selling your shit.

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Yes.

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That is a new conversation in the marketing space is stop selling.

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Yep.

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Because that's not how people trigger buy anymore.

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People trigger buy the way they always trigger buy, but it's just,

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you know, we think it's different, but technically it's the same.

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It just takes longer.

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So in our world tour, one of the things in our speech is that it takes, you know,

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when I was in B School, I learned it takes seven touchpoints before somebody

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makes a purchasing decision from you.

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And it's not just, I played you an ad seven times.

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I interacted with you.

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No.

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Yeah.

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It's in all different places.

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Yeah.

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Right, right.

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Interacted, sent an email, had a conversation, say, what's

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up at the Piggly Wiggly?

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Like whatever, like that.

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There's about seven different touchpoints that happens, and that was

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hard, but the new answer is 11 to 13.

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So, yeah, more touch points.

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And so, as I said yesterday, uh, Silver Lining Home Place, I like to say home

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plate and it probably does her crazy.

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D and I had this fantastic conversation and we were talking about, well,

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how do you do that in Reels?

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Because right now for her and I in Reels, we're just having fun.

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We're just putting up our stuff, but we know we have to get on point.

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And I'm like, so my strategy is going to be as I'm moving

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forward, I've done the fun part.

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I've kind of figured things out, learned what works and what doesn't.

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Now I can go into my strategy, right?

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So it's going to be like three for them and one for me.

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And then eventually that'll turn into like five for them and one for me.

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And what do I mean by that?

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One where you're just being yourself, having fun, letting

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the people know who you are.

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The number one thing that most marketers forget is you're not giving people to

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have the opportunity to learn who you are.

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And I mean the actual you, not the suit and tie, buttoned up, whatever.

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Whatever you.

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One of our dearest influencers, somebody that I absolutely loves,

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she's super funny, hilarious.

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She was a great speaker.

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We had a chance to physically meet her in San Diego, and

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that's Millie, The Modern Millie.

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She goes, you know, Hey Amesbury, it's lunch time.

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Me and Luis probably just had a nostalgia moment.

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Put down your sandwiches.

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All done.

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Wait, no, he's thinking about that Ham and Manchego right now.

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So Luis just started drooling all over his keyboard.

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Millie, you know, she's a beauty influencer, right?

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But then she turned it into a like how to be an influencer influencer and

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like she's teaching people how to run real strategy and things like that.

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Millie comes from being a beauty influencer, but she will go on IG, no

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makeup, whatever, and just be like, Hey, this was too important to stop and

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do all my stuff to look cute for you.

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And then she's like, well, I'm gonna spit out four pieces of content while I'm

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putting on the makeup and talking to you.

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So be like, Hey, so as you're working on your Instagram reels, like I don't

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know what all those things are called.

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I know that they're on my table in the bathroom.

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I just dunno what they're, but she's over there and she's doing

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all of the things and she's telling you about a real strategy while

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she's getting ready for the day.

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Because when people see that somebody who came from the beauty influencer world, who

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always looks great on camera, who's always well put together, Well presented and she

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going to come in here like wrecked up from the neck up and tell you the same thing.

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They trust that person more because you are not hiding behind a facade.

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One of my biggest arguments, I'm not allowed to say this in the in, in,

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I'm not allowed to say this on the stream next to my boss, but you know,

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I have no filter so here it comes.

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One of my biggest pet peeves in the Ecamm community is, I am trying

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to do this because I wanna have a professional looking podcast, or

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I wanna look professional, and my answer is always the same and it

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pisses people off and I do not care.

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Stop trying to look professional, just be professional.

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Yeah, just be professional and that can mean completely different

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things for everyone like that.

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That can mean a completely different thing for you, for me, for Ken and

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Glen, for all of our people listening like it, it depends on what you do and

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what your content is about and who you are, but yeah, I think authentic is

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much more important than professional.

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A hundred percent.

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I agree with you.

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Most people would never expect to see Ken and Glen just like hanging out in

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their jeans and t-shirts and also pulling out their laptop to write a new version

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of Ecamm in the middle of a damn event.

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Oh, yeah, a hundred percent.

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Or in the middle of a stream.

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they would just stop anywhere and be like, oh, hold on.

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What are you doing on making video?

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I saw we're eating dinner.

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That's professional to me.

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Right?

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Coming in and saying We're great coders and parading around in like,

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you know, code nerd shirts, whatever.

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They don't even wear Ecamm gear no matter how much we yell at them.

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It's always SpaceX and I'm like, damn it, you gotta, or Tesla.

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It's funny, but they're actually being professional.

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We all know this cause we use the software.

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They don't go around and have to parade how cool they are as coders.

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Yeah, exactly

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You never even see them.

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If it wasn't for us forcing them to do a q and a, you would know

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who the hell, Ken and Glen was.

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And it's, I mean, it's the same thing for Pat Flynn, who I know I use constantly

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as an example, but Pat Flynn is another amazing example of this, right?

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Pat Flynn loves Back to the Future, like, I mean, loves, loves Back to the Future.

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Pat's got like tons of Back to the Future stuff in the background of his streams

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and his videos and everything he does.

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His fans send him Back to the Future stuff.

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When they see something, they think of him when they see, you know, one of the

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Back to the Future cars, they're like, oh, like it connects them with him.

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Right.

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I'm the same way with bowling pins and chickens and other like,

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people know that aspect about me.

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It's like not a big deal for me to share that.

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Like it doesn't make me feel like I'm less professional or less whatever

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else, but it lets people understand a little bit more about me and the things

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that I'm excited about and then it forms that connection back and forth.

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Right.

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So yeah, I think it's, I think it's super important.

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And I wanna say, before I forget, cuz I'm gonna forget afterwards.

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But I really wanted to, to, I was thinking of this as we were prepping this topic,

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and, um, so, so shout out to some of my very close friends who just, you know,

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they were like, I'm gonna start a podcast.

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And I was like, okay.

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And they asked for a whole bunch of advice and I gave them the best advice I could.

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And I figured they would be like other friends who have said, you

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know, we're gonna start a podcast.

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And then like, you know, months go by and nothing actually happens.

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These two just like launched their podcast and only did they launch

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their podcast, but they like, opened up their Instagram channel.

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You know, they, they've been just like doing the thing right.

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But what I will say, which I think is really good advice from watching them,

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that I can give to everyone here, is that they weren't afraid, um, or overthinking

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it, about leveraging their network, right?

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So like on their personal Instagram, on their personal Twitter, on their Facebook,

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they're like, we started a podcast.

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We're so excited about that.

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This is a sports podcast.

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I am like the least sporty person other than like watching hockey that

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I'm like not a sports person, right?

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But I'm like, I'm just so excited for them and their excitement comes through

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that I'm like, I am interacting with their posts and sharing their stuff cuz I'm

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just so like happy and excited for them.

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So maybe I'm never gonna be like a forever listener where I'm like

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completely engaged with all of their content because it doesn't relate to me.

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But I have a huge network and chances are tons of people within my network

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are gonna see me sharing this, see me liking their posts, see me commenting,

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hear me celebrating them, and, and you know, it was a little thing like that

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where, and they're not overdoing it.

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Like, like you said, it's a good mix of, you know, It's a post here and there,

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but like as important things happen, important milestones with their brand new

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podcast, they're sharing it and they're, you know, and they're letting people know,

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like, Hey, we just opened this Instagram.

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We're gonna share, you know, stuff about it over here.

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You know, Hey, we're really looking for reviews, you know, friends and family.

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If, you know, if you could check out the episode and let us know and leave

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a review, that would be really helpful.

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They're, they're starting with their network and I think that's the most

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important place that you can start past platforms, you know, don't,

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don't think about the, where so much as who is it that you know?

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Who do they know?

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Yeah.

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Like who can you ask for help to, to get yourself up and running?

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Like who are your, who are your people that can help you spread the word?

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And they may not, like me, they may not actually love the topic that you're

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doing, but it doesn't mean that they can't help you promote and help you spread

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the word and get that content out there.

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100%.

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And here's something that's really cool.

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If you go to someone and says, look guys, I know you guys aren't nerdy

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like me, but I'm starting a brand new Stranger Things podcast because

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we got something to talk about.

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Please.

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If you know anybody who's into Stranger Things or whatever, send

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them my way because that way they don't have to talk to you about it.

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Talk to me.

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Exactly.

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Yeah.

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Just go ahead and bump 'em on me, whatever.

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And people will help you.

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Like they really do.

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They do wanna see you succeed.

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I think what people used to do is hide their Creator persona from their friends.

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Cause their friends are gonna try to talk you out of it.

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The way you get your friends, not to talk you out of it, is tell 'em

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from a place of sincerity how much it means to you, and then they

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won't do that if you let them know.

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Like, I was hiding my YouTube channel thing for a while

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because I just, I don't know.

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Everybody here knows me as the DJ guy and I could do a venue here and,

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you know, get anywhere from three, you know, to 10,000 people to show

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up at an event and then do a video on YouTube and like four people watch it.

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So I thought it was gonna like, you know, mess up mys, you'd be surprised.

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I'm walk around town and people are like, oh, I heard you're doing

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this whole YouTube thing now.

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Yeah.

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Like, man, I didn't know you had a YouTube channel.

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And I'm like, what?

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They go, yeah, I would've watched that a long time.

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Oh, oh, oh.

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Oh

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yeah, yeah.

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You're like, that's more powerful because you already have a connection and you

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can leverage your network's, network's network versus shouting into the void in

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a space where no one knows who you are.

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You don't have the numbers, you know, behind you yet.

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So that's probably the best thing to do, in my opinion anyway, while

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you are building your episodes.

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Yeah, so like use that as your starting point.

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Don't, you know, don't harass your network to death.

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But I, but I think posting here and there, especially as those kind of fun moments

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was like, ah, we made it to episode eight.

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Hey, we did it.

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You know, whatever.

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Like, it's that kinda stuff.

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People wanna celebrate with you, and if you're excited and you're

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sharing that with them, I think that's, it's not a sell, it's not

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a sell to your friends, right?

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Or your network.

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You're just being excited and happy and sharing something with them.

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So in that, in that vein, using us as an example, What we would do instead

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of just going to IG or LinkedIn and say, Hey, listen to the flow.

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Listen to the flow.

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Listen the flow, cause it doesn't work.

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We can be like, Anybody here start a brand new podcast at the beginning of the year.

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Here are three things that I wish I knew before I started my podcast.

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And you go bang, bang, bang, bang, always normalize, and

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adjust your audio at the end.

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We use Auphonic.

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There's Alitu there's built-in stuff into Buzzsprout, they're

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so forth, so et cetera.

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You put that down on the list.

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The next day, you could be like make sure you get your artwork at the right size.

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It needs to be 3000 by 3000.

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I know it sounds crazy.

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I know it's very specific, but it's because I saw the thumbnails when I were

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using less than that and it's so blurry.

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Nobody can read it.

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So it's simple as pie.

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It's an easy step, but use, and we use Canva by the way.

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And so yeah, if you like to check it out, if you go to flow dot Ecamm

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dot com, you can see how well our thumbnails work on all your devices.

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You're not saying listen, but you tell them to go.

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Right.

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And they're probably gonna take it out.

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Cause they wanna make sure they don't screw up.

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You know?

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Cause our audience is other podcasters, so let's just call it that.

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Right?

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If your audience is something different, you have to have the ability in

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your brain to adjust this to you.

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And you'll probably have to tell them 10 more, right?

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Like, 11 times.

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Right.

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So in different places, like you'll, you know, you'll, you'll share those

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pro tips on your LinkedIn and then like, you know, in a couple more

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days, you'll share a behind the scenes photo of you recording your podcast

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on Facebook with a, like, whatever.

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You're like, oh, that's so fun.

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Like, I, I'm enjoying myself and really enjoying it.

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Like, you have to think about the platform and you have to think about

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the piece of content that works there, but you're gonna have to, it's.

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It's the same hidden message behind all of those posts.

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Listen to my podcast.

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But it's phrased in the ways that suit the platform, right?

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It's the phrase that pays here today on W K I K.

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Sorry, I just went old school.

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The other thing that you can do, and I was talking to Dina about this.

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What is got in my head for the longest time is I would always get

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irritated at the marketers on Twitter who would send the same tweet five

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times a day, and I realized it's because I was on Twitter like that,

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so I would see it all five times.

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But the average person isn't like that.

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So they don't see it.

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And then I realize if I look at, you know, either Jeff Sieh or Jim Fuchs,

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like when they're, when they tag me in a podcast from like a podcast

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episode we did like a year ago.

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It's still, people follow it, retweet it, and I get followers from it.

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So I'm sitting here like used to get mad at those people, but I'm

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growing my Twitter osmosis-ly because of they're reminding

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people cuz not everybody sees it.

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So just like McDonald's told us every day, like 7, 8, 9 times a day during the

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eighties that you deserve a break today.

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You deserve a break today.

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Yeah.

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And now you're loving it.

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You can have that.

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You can put that out there and if the people that are going to get mad at

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that are gonna tune you out, and they're never gonna be your customers anyway.

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So stop thinking that.

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Everybody is your listener, because if your listener is

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everybody, your listener is nobody.

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You are talking specifically to Katie Fawkes who lives in New England,

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got blanket, red wine, books, chickens, murder podcasts, two kids,

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and an extremely smart husband.

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That's it.

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That's what you're talking to.

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So every other version of Katie, that's your audience, right?

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I don't fit none of that.

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You're not trying to reach me, so don't talk to me.

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Right?

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It's like I know you guys are listening to my podcast, but now I got this new

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bottle of wine and this new blanket tell me three podcasts I should be

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listening to that I'm not hearing yet.

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And now you know that.

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So let me call these other podcasters.

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I know my audience likes them.

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And let's say, hey, you don't know me, but my audience loves your podcast.

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How would you like to do a pod swap or trailer swap?

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A ad swap?

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You host mine, I host yours, whatever, whatever, whatever.

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All right, so before we forget, the question was what platform?

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Which I think we answered, but just to be super clear with everyone,

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Any and all of the social platforms.

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But again, try to keep it to the voice of the platform.

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So if you're on LinkedIn, it's more like pro tips, businessy, think, you

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know, it's helpful information that could help a professional network versus

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Instagram versus, right, like think about the platform you're on Twitter,

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you might wanna post multiple times to hit different time zones that, you

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know, the feed is constantly updating.

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So be thinking through that.

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So any social platforms, other podcasts, which you just said, which I think is

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brilliant, the amount of people that get their podcast, you know, discovered

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by just being a guest or doing a pod swap on a similar podcast is huge.

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So again, think through your network, community spaces, so you know, whether

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that's Discord, Facebook groups, any spaces where there's a like-minded

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community that your audience listens to is gonna be absolutely a good place to, you

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know, to be spending time in and letting in a non obnoxious, non salesy way,

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letting people know about your podcast.

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Newsletters.

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So like, you know, if you send a newsletter for your

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business is a great place to be.

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Say, Hey, we now have this podcast.

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You're able to listen to it, embedding your podcast episodes into blog posts.

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So, I mean, really like, Anywhere that you can put content or that people are,

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you can be starting to talk about that.

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And that could be something like leveraging your existing personal

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channels and or business channels to say, Hey, this exists now.

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Or it could be starting new channels that are specific to your podcast.

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It might be like what we're doing where we started on the Ecamm business channels,

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but we will eventually grow out and have Flow, The Flow specific social channels.

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You gotta think that aspect of it through.

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But there are lots of different places that you can put content, but you need

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to be thinking through frequency, what you're saying, what kind of content you're

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putting out should match the voice of the channel and the audience that sits there.

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If you just dupe it across all the different channels, you're gonna annoy

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everyone and you're not going to win.

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So you need to think that through.

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Dang.

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There you go.

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No, it's funny cuz it's a lot, but I just don't think people

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really understand that, you know?

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And I screwed up.

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Like even just talking right now, I'm in the back of my mind thinking,

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ah, I like, there are days where I post, like today I'm like, oh shoot.

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You know, the morning got away from me.

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It was like way too busy.

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I wanted to do like a little behind the scenes video saying how excited

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I was that I'm back and you know, I'm really excited to be back.

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And I ran out of time.

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So I like, I'm probably gonna do a follow up later, but I just posted on my

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Facebook and my LinkedIn, you know, the same message that's like, Hey, I'm back.

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If you wanna be in this live studio audience, come join me.

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that's not the best.

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I know that I could do differently and better to get a wider audience, but that's

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better than me not doing anything at all.

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And I'm, you know, so don't be afraid of like, if that's where you need to

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start, start there and see how it goes.

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Like, and, you know, test it.

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If you see people not responding to it or it doesn't work or it, you

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know, it's, it's teasing people off, back off and try something different.

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But I think getting something out is better than not doing anything at all,

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and being aware of like, oh, I could do this better or this differently next time.

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We'll go a long way as well, so.

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So here, here's a cool way you could do that and basically have

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the exact same message, right?

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And it's like, you know, everybody and their mother is starting a

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podcast and maybe you're thinking about doing the same thing too.

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I record a podcast live every Tuesday and trust you me, you see the ducks on the

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top, but underneath the bottom the feet are moving like a hundred miles an hour.

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So if you're ever wondering like how, what's the, what's the word?

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Frenetic.

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How frenetic creating a podcast live could be come and check us out live on Tuesdays,

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and you'll see it's not as polished as it looks in the end, and I think you'll

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get a kick out of knowing that you should start yours because everybody's

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looked like this behind the wall.

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You know what I mean?

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Like that's the same story you're telling them to come to the live stream, but

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you're telling them from a position that they can relate to that this is nervous

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and frenetic and camera shy and whatever.

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And it's like, yeah.

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If you're feeling uncomfortable about starting your podcast because you

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feel like you're camera shy, dope.

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I will show you camera shy in real life.

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Every Tuesday at 12, come and see.

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You know?

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And then they'll be like, what?

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Everybody loves a train crash or a auto wreck, right?

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Like you go on the freeway, you.

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You.

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So yeah, just come invite them to see the rec up.

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Yeah, you covered it.

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You covered it so well, I don't want to add anything to that.

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Next question.

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Yeah, next question.

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Next question.

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Should I pay for promotion and probably follow up we don't have

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here, but like, If so, when?

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When should I start paying to do some promotion?

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As soon as you can viably afford it.

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But there's a caveat to this.

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I think of something like the new Wonder Woman.

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Wonder Woman, 84 or, or like 10 tenant, they threw 200 million at that boy and,

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and people went on the first and second day and everybody that went on the first

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and second day was like do not, unless you just want popcorn and quiet for

Speaker:

an hour and a half, do not watch that.

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Okay?

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When it comes out on HBO, don't watch it.

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Like do not click it, don't pass go.

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Do not collect $200.

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And unless you just wanna stare at Gal, just not even worth your energy, right?

Speaker:

So 200 million down the freaking tubes, right?

Speaker:

Like they're, after you adjust for inflation or whatever, they

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estimated lost a million dollar, a hundred million on Netflix, right?

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Same with Tennant.

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That was another one this year that was absolute rubbish.

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I mean, your, your favorite team hyped up this new player that was gonna come in

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and, and change the game was gonna be like only the goalie, but in Boston and flop.

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You know?

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So you don't wanna hype up unless you are ready.

Speaker:

And I know everybody wants to jump the gun because they think it's gonna work.

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Again, if I could send you 2 million people to your show today,

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how you confidently ask yourself how many people are gonna stay?

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Mmm.

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Right.

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30.

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I can say right now if I someone,

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I'd be thrilled if 30 people stayed to be totally clear with everyone listening.

Speaker:

I honestly don't think we're gonna get like a hundred people to

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stay, because we're not there yet.

Speaker:

We will be.

Speaker:

And it will get there.

Speaker:

And it's gonna be funny because the Morbid girls are my favorite example of this

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because if you listen to their podcast today, I want you to do yourself a favor,

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whether you like True Crime podcasts or not, but they're a perfect example.

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Yeah.

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Listen to Alina Guy's podcast today.

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And then in your podcast aggregator, there's a button that says, flip

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the episodes to the earliest one.

Speaker:

And we should, that first train wreck from, I think they were at Alina's house.

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Yeah, I think so.

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And they joke about it all the time that they're, yeah, they're underwater.

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But you know what I like, it's so I came to that show later, and I will

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say a bit of it is like what you said, where they grew really quickly.

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But by the time that a lot of people jumped on, and certainly when I

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jumped on, they had this like, Bingeable catalog of episodes.

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Right.

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So it was like, I and I, I'm like, maybe I'm the opposite of a lot of

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people, but I started with like the newest episode and just went backwards.

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Cuz I was like, yeah.

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I was like, Hey, why not?

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Um, it's, it's problematic when they do two parter episodes, but

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in general, general went backward.

Speaker:

But I was happy to listen all the way to it.

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And by the time that I got to those older episodes, I already loved them.

Speaker:

So I was like, whatever.

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It's fun.

Speaker:

Right?

Speaker:

And so it's endearing.

Speaker:

Right.

Speaker:

It's like watching your friends f up, like legit.

Speaker:

Exactly.

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Exactly.

Speaker:

Right.

Speaker:

And even now, like when they do episodes where I'm like, oh, okay, whatever.

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I don't wanna listen to that topic, or I'm not into like, I, I either

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make that decision or I don't.

Speaker:

But you know, it, I think, like you said, I think you want to have

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probably, I don't know if we wanna give a number to it, but I would say like,

Speaker:

15 or 20 episodes before you start investing anything financially into it.

Speaker:

Just so that you ha like, if you do catch a decent amount of people and bring them

Speaker:

on over, there's more than a couple of episodes for them to dive into, right?

Speaker:

Because people like to binge a podcast, right?

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They don't wanna, they don't wanna wait.

Speaker:

So if there's, you know, you need probably at least.

Speaker:

At least a few of them for them to sink into to really get to know you better.

Speaker:

So everybody has gotten to a point where a podcast is over or a

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show is over, and then now you're frustrated cause there's no more.

Speaker:

Yeah.

Speaker:

And then you peace out and find a different show, right?

Speaker:

Like you're like more like this and you're like, okay, this next show.

Speaker:

But I, so I, yeah, I do think that, that, I think that that's important.

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And I will say as you're thinking through, like, you know it, once you hit that

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point and you want to invest in some way.

Speaker:

Remember that investing doesn't necessarily only mean advertising on the

Speaker:

social platforms or like there, there are lots of other different options.

Speaker:

So again, my friends who are like gung ho into the world of podcasting

Speaker:

with their sports podcast they're doing, you know, they're fairly new.

Speaker:

They only have a few episodes out there and they basically, they bought a $50

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gift card to Amazon and they're like, Hey.

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You know, we're doing a giveaway for the holidays.

Speaker:

If you, you know, like, and share this post or, you know, or leave us, you know,

Speaker:

reviews or they have like, you know, different things that you can do to win.

Speaker:

You know, that that is spending and that is, you know, advertising quote

Speaker:

unquote to try to build more listeners.

Speaker:

But it's done in a way that is low lift.

Speaker:

It's not an insane amount of money.

Speaker:

They're not looking to get thousands of listeners off of it, but it'll

Speaker:

help them kind of grow and, and reach, and it'll get some people.

Speaker:

So there's different.

Speaker:

There are different options for you.

Speaker:

So it's not just like, I'm gonna go out there and spend a thousand

Speaker:

dollars on Twitter ads there.

Speaker:

You know, there are options for you to start smaller, to think through

Speaker:

different, you know, different options you might wanna advertise on, on a similar

Speaker:

podcast, build a relationship there.

Speaker:

So there's, there are ways that you can approach it that are not just kind

Speaker:

of throwing money at the situation, really thinking through strategically

Speaker:

what will make the most amount of sense and maybe slowly building it.

Speaker:

50 bucks a year, you know, and then work your way up to

Speaker:

whenever a larger budget is.

Speaker:

I think where everyone's gonna get, you know, sort of blindsided by

Speaker:

this is you really have to go and rethink, like stop selling though.

Speaker:

And that's the hard part because even when you do a promotion,

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your promotion is not selling.

Speaker:

Your promotion is maybe promoting a a 10 step guide around

Speaker:

what your podcast is about.

Speaker:

So let's say you're doing a podcast on personal insurance, you

Speaker:

know, like property and casualty insurance, as they call it, right?

Speaker:

You would, you would be selling a guide on 10 things you didn't know about

Speaker:

insurance and like how to save money and you're gonna give that away free.

Speaker:

That is a promotion to the podcast.

Speaker:

That's a whole different situation from Come listen to my podcast where I tell

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you how to do all of the things right.

Speaker:

And because you have 20 episodes that guide, the last page of that guide

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is hot links to all of the episodes.

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Or the videos.

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If you're doing a video podcast as you should be record all the time,

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have those in the pdf, right?

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Because it's a pdf, right?

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You're not gonna print it, you're gonna look at it so you can press a

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button and the video plays, right?

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And if you don't know how to do that, Google it.

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It's very simple.

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If you don't know how to do that, we have a guide that just...

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no, no.

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I'm just joking.

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Hey, hey, Doc.

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Like how do you put a video in the pdf?

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I forgot, but you know what?

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I know how to go.

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How do you put a video in a pdf?

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Enter, oh, just copy the link in.

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And there's a way to press embed in Acrobat or whatever you

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use, Canva, all of the above.

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So you can have that information and then you're giving out this

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guide and this guide is in there.

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So if I'm going to get this guide about how to step into my power daily, right?

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And that guide is loaded with info on everything I need, it's in there.

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Right?

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So it was funny cuz again, I'm gonna use her as an example.

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Yesterday when I was talking to Dina and we were done talking, I was walking

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in the house and I had an epiphany and it's because I called upstairs and I was

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like, Karen, I'm done talking to Dina.

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I'm on the way up.

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Can you reheat the pork belly that I got the day before from the barbecue?

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No, Rich, it's not as good

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it's not as good as Terry Blacks, but hey, it's close.

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And then Karen, because it's not her thing, she doesn't know what

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temperatures to reheat what at what.

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And if you reheat food bad, you ruin it and then you can't have your leftovers.

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So I'm like pop it in the air fryer, set it to three 50 for like 15

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minutes and it'll be perfect, right?

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And then so she's like, okay.

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So every time I call her and tell her, Hey, I'm on the

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way back can you reheat this?

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She always asks me for what is the temperature and the time.

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And I was like, Dina, you need to make a cheat sheet.

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What to reheat stuff at.

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Pizza 3 50, 15 minutes or until you see the cheese bubble, like chicken

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wings, air fryer mode, super convection, if you got it, blah, blah blah.

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Like whatever those numbers are.

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I'm like, build that.

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Cheat sheet for like KFC, whatever, whatever, whatever.

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And those are great shorts, by the way.

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Seven second shorts, people, I know you gotta reheat your KFC.

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Please stop doing it wrong.

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This is what you want.

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You want 3 25 at this and this, and let it go slow and it'll be better.

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So if you know these things, those are like seven, 10, second shorts, but at the

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end you can put those out in a guide or a little sheet and you're sending that.

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You put that on ig, you boost that post.

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That post brings them back to your channel.

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That's how you promote it.

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It's not an ad going, hi, I'm Alex Johnson, please,

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listening to my masterclass,

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Like, no, Alec is gonna kill me for that.

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But yeah, that's not how you sell it.

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You sell it by giving the value and then you promote the post

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that's giving away the value.

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Boom.

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There you go.

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I don't have anything to add.

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I really, I think from start to finish, it's a process.

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It's gonna take testing and trial and error, and you really just need to

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think through how you can get valuable content from your, your longer form

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podcast out there to lure people back to the podcast without hard selling.

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I think that's my summary of podcast promotion.

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Very good.

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Right.

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Cool.

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Let's wrap it up then.

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Guys, this has been another episode of The Flow, it's so exciting to have

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Katie back in action and as soon as she gets back in action, we'll run a

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couple episodes and I'm gonna run away.

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Make sure you jump over to flow dot Ecamm dot com and press all of

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the myriad buttons so that you're listening on your favorite platform.

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We're everywhere podcast Getting is got, but flow dot Ecamm dot com is the website.

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If you wanna get there, you can also jump on our Volley.

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It is really, really cool.

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It allows you to get in, ask questions, get your questions,

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ask your back by either ourselves or people in the community.

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So it's absolutely fantastic.

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Volley is the new move and if you wanna reach us, reach us out that way.

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Also, just don't forget that you can always send us an email at,

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you know flow at ecamm dot com.

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This episode in all episodes are sponsored by Speedify and I

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can't tell you how dope it is.

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Speedify has been an amazing thing and it's actually the gift that my friends

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and family don't know that they're getting, but I'm buying it for everybody

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cause it's a fantastic VPN in your phone, which is more and more important

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nowadays, especially with the traveling.

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Yeah.

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And you can watch Netflix stuff that don't come here and they be like, Hey,

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how you watching all of these shows?

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None your business.

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Let me show you . So I'm telling everybody to get Speedify.

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It has the vpn.

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Not only the fact that it saves the streams and makes everything incredible.

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It's like the cheapest VPN out there.

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And it works.

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It just works.

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Slide a button.

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On like Donkey Kong.

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So we're absolutely in love with Speedify.

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And last week they posted a whole Instagram thing about me,

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made me look like a superhero.

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And I was like, I

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So pick up Speedify...

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You will need it.

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You will, at some point or another, you will need it.

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And you'll be like, thank God I have that.

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So let's just trust us that you will need it.

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Anybody that saw last week's episode, they saw me completely wreck a live stream

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cuz I forgot to hit the Speedify button.

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And Luis was like, at the end, Doc, I'm gonna murder you.

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I'm like, sorry Luis, here's the video.

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I'm uploading you now.

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Okay?

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So yes, yes.

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Make sure you get Speedify.

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Thank you guys for just listening to The Flow.

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We'll see you again.