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Give Them An Excuse Not To Podcast [S3E133]
Episode 13326th May 2021 • Podcast Pontifications • Evo Terra
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Evo Terra:

It's hard for podcasts to go viral, but the viral-spreading

Evo Terra:

of the podcasting bug is undeniable.

Evo Terra:

We love bringing others to our party.

Evo Terra:

But are we being honest with our dazzling praise of the medium?

Evo Terra:

Hello, and welcome to another Podcast Pontifications with me, Evo Terra.

Evo Terra:

Recently, I had an odd call with a prospective client and it was all due

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to a disconnect between expectations.

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It's not terribly unusual.

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I mean, people in business have all sorts of misassumptions and

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incorrect notions about podcasting.

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When I'm on early calls with them, I try and get all of that cleared up as

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quickly as possible in our conversations.

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We don't want to waste anyone's time with this.

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But this call was different almost immediately.

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The conversation switched from "Is your firm the right firm to

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help us produce our podcast?"

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Which I'm used to, but it switched quickly to, "I'm sorry, why would

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we even want to have a podcast?"

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Which in and of itself is not all that of an unusual question.

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And it's one that I'm happy to answer and do answer quite a lot, typically

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not in this particular scene.

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But the answer that I give when I get that question, the way it was asked is one that

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you probably haven't heard all that much.

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And my answer to the question of "Why would we even want to have a podcast"

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is simply this, "Maybe you don't."

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Maybe you don't.

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There are almost four million podcasts now.

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Do we need any more?

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Well, yes, of course, we need more.

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C'mon, I'm not that person.

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Of course, yes, we want more podcasts.

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We'll have more podcasts.

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Absolutely.

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But the reality is that podcasting is not for everyone.

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And I think we podcasters need to be more honest about that during

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our conversations with people.

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Like when a business, perhaps a business that you work for in your

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day job, when your business says, hey, let's just have conversations with

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some of our clients or our prospects, and we'll just shove that out.

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That sounds easy enough, right?

Evo Terra:

Well, okay.

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You and I both know that can work.

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Most of the four million podcasts out there are some variation of that.

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And a lot of them are actually from either companies or business-minded people.

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But we also know that those low-effort shows might get a few dozen downloads

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each episode, and probably then only a single handful of listeners.

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And those are going to fade out for most businesses because

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businesses want to see results.

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And they're going to be dismayed when that happens to them.

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Maybe you have some creative friends in your life like visual artists, musicians,

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poets, actors, comedians, writers, all these people oftentimes are in, we are

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encouraging them to start a podcast.

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"You're so creative!

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You should start a podcast, too!"

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And that's true and great.

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We clearly need more people who are creative at their core in the

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podcasting space, whether they're making amazing shows or whether

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they're making not-so-amazing shows.

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I don't care.

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We need more creatives in this space.

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But you and I know that making a podcast is in and of itself a creative endeavor.

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And the creatives that you and I talk into podcasting or fail to be

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honest with about podcasting, they're going to have to learn new skills.

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They're going to have to stretch their existing skills, and all of

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that takes time and energy away from their primary creative outlet.

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Is that going to work for them long-term?

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I don't know.

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Subject matter experts, or perhaps people in your life who are just

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all-around super smart people are often told, "You should start a podcast!"

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And again, yes, they should start a podcast.

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There is plenty of appetite in the podcast listener space

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for knowledge-based content.

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But again, podcasting, you and I know, isn't the same as putting together

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a keynote presentation or writing a research paper, or even doing interviews

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for radio, TV, and other podcasts.

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They're similar, but content creation - we have to remember that

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those subject matter experts aren't subject matter experts in podcasting.

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And even though you and I, their friends, make it look really

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easy, we know it's not easy.

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And for many, they're going to find this as a new discipline that

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they really struggle to master.

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So the next time your employer, co-worker, creative friend, super-smart person in

Evo Terra:

your life, next time they ask you about podcasting, be every bit as honest as you

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are encouraging because nothing sours a working relationship, or even a friendship

Evo Terra:

for that matter, like missed expectations.

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So this, by the way, was the penultimate episode of Podcast

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Pontifications Season Three.

Evo Terra:

I'll do one more tomorrow and then I'm on break until Season Four

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kicks up again in July of 2021.

Evo Terra:

In the meantime, please be sure you are subscribed to Podcast

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Pontifications In Your Inbox.

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That's the newsletter that I send out.

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I'm trying out some new ideas and they're going to be amongst the

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first to know, subscribers of PPIYI.

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So too will be those who have gone to buybuymeacoffee.com/EvoTerra and

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purchased a virtual coffee for me.

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I will also let them know the score early.

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That's it.

Evo Terra:

I shall be back tomorrow with yet another Podcast Pontifications.