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#15: Easy Steps for a No-Fail Podcast Launch and Big Wins
Episode 152nd April 2024 • Podjunction • Sadaf Beynon and Matt Edmundson
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Welcome to another captivating episode of Podjunction, where the realms of business and podcasting converge with insightful flair. In this episode, we're joined by James Gurd, a seasoned podcaster and e-commerce maven, who shares his invaluable journey from the initial spark of an idea to the thriving success of his podcast series. Whether you're out for a morning jog, on your commute, or just seeking a moment of inspiration, this episode promises actionable advice and encouraging stories to fuel your podcasting aspirations.

In this episode, you'll discover:

  • The Genesis of a Podcasting Journey: How James Gurd transitioned from blogging to podcasting, finding his unique voice in the audio space.
  • Just Start - Don't Overthink: Overcoming the paralysis of perfectionism and why the best time to start your podcast is now.
  • Practice Makes Perfect: The art of refining your podcast through consistent practice and openness to feedback.
  • Adapt and Improve: Utilising real-world experience and listener feedback to enhance the quality and relevance of your podcast.
  • Building an Engaged Audience: Tips for growing your listener base and creating content that resonates.
  • The Role of Collaboration: How partnerships and guest appearances can elevate your podcast's reach and content quality.

Tune in now to glean wisdom from James Gurd's podcasting voyage and empower your own path to podcasting prowess. Whether you're a novice curious about where to begin or a seasoned podcaster seeking to refine your craft, "The No-Fail Podcast Launch: Easy Steps to Big Wins" offers a treasure trove of insights.

Connect with Us:

  • Visit our website at podjunction.com for more resources and to subscribe to our show.
  • Join our vibrant community by filling out the newsletter form on our site.
  • Share your thoughts and feedback on this episode by sending us a DM or commenting on our social media platforms.

Transcripts

Sadaf Beynon:

Welcome to Podjunction, where business meets podcasting.

Sadaf Beynon:

Whether you're on a morning jog, driving to work, whipping up a meal, or just

Sadaf Beynon:

taking a moment for yourself, our weekly bite sized episodes promise fresh

Sadaf Beynon:

insights from successful podcasters who have cracked the code of using

Sadaf Beynon:

podcasts to grow their business.

Sadaf Beynon:

So whether you're a podcasting newbie or seasoned podcaster,

Sadaf Beynon:

grab your notebooks and get ready.

Matt Edmundson:

Hello and welcome to Podjunction.

Matt Edmundson:

My name is Matt Edmundson.

Matt Edmundson:

Beside me, pointing a finger at the screen, telling me there's

Matt Edmundson:

something wrong, is Sadaf.

Matt Edmundson:

We fixed it now.

Matt Edmundson:

Yeah, welcome to the show.

Matt Edmundson:

Great to have you join us.

Matt Edmundson:

This is a show where we talk about podcasting, we talk about business, we

Matt Edmundson:

talk about how podcasting can help us grow our business and probably all kinds

Matt Edmundson:

of other random stuff in between, right?

Matt Edmundson:

So yeah, it keeps us busy, keeps us entertained.

Matt Edmundson:

That's the main thing.

Matt Edmundson:

So yeah, welcome to the show.

Matt Edmundson:

If this is your first time with us, make sure you do that, that thing

Matt Edmundson:

where you subscribe to the show.

Matt Edmundson:

You'll be grateful that you did.

Matt Edmundson:

Or I'll be grateful that you did.

Matt Edmundson:

Somebody's going to be grateful somewhere.

Matt Edmundson:

So you may as well subscribe.

Matt Edmundson:

It'd be great to have you join those subscribing to the show.

Matt Edmundson:

And of course, if you're up for it, come check out the website podjunction.

Matt Edmundson:

com.

Matt Edmundson:

Fill out the newsletter form.

Matt Edmundson:

It'd be great to see you in there as well.

Matt Edmundson:

There you go.

Matt Edmundson:

Plug over.

Sadaf Beynon:

Plug over.

Sadaf Beynon:

Okay.

Matt Edmundson:

How you doing?

Sadaf Beynon:

Good.

Matt Edmundson:

Yeah.

Matt Edmundson:

New day.

Sadaf Beynon:

New day.

Matt Edmundson:

New day.

Matt Edmundson:

New day.

Matt Edmundson:

New day.

Matt Edmundson:

So yeah, welcome.

Matt Edmundson:

Tell us why.

Matt Edmundson:

Why don't you tell people about yourself?

Matt Edmundson:

Because it's normally me that talks.

Sadaf Beynon:

About myself?

Matt Edmundson:

Yeah.

Matt Edmundson:

Yeah.

Matt Edmundson:

You normally ask me a question.

Matt Edmundson:

I'm getting in there first.

Matt Edmundson:

What is one piece of information that most people don't know about you?

Sadaf Beynon:

Okay.

Sadaf Beynon:

Any time today.

Sadaf Beynon:

Most people do not know about me.

Sadaf Beynon:

Okay I don't know, Matt.

Matt Edmundson:

It's so not known that I don't know it myself.

Sadaf Beynon:

I don't know what to share.

Matt Edmundson:

Like when people ask me that question,

Sadaf Beynon:

just

Matt Edmundson:

to give you some ideas,

Sadaf Beynon:

things

Matt Edmundson:

I will say, my grandmother thinks that the Earl of Sefton was part of

Matt Edmundson:

our family and he had to marry, he married a common girl and renounced his title.

Matt Edmundson:

Something my grandmother told me before she passed away.

Matt Edmundson:

I have not been able to verify this fact.

Matt Edmundson:

The Earl of Sefton, by the way, is based in Liverpool.

Matt Edmundson:

Oh.

Matt Edmundson:

Which is where I didn't, but yeah, it

Sadaf Beynon:

makes sense.

Sadaf Beynon:

Near your house..

Sadaf Beynon:

Oh, okay.

Sadaf Beynon:

I was near Sefton Park.

Sadaf Beynon:

. Matt Edmundson: Yeah.

Sadaf Beynon:

No, Croxteth apparently.

Sadaf Beynon:

Okay.

Sadaf Beynon:

There's, apparently, there's a painting of my great grandfather somewhere in some.

Sadaf Beynon:

I've not been able to verify any of what you told me, and it may have

Sadaf Beynon:

been that she had one or two cherries that maybe she shouldn't have had.

Sadaf Beynon:

I don't know.

Sadaf Beynon:

I don't know.

Sadaf Beynon:

But she was convinced that at a wedding somebody went up to,

Sadaf Beynon:

I think it was her grandma.

Sadaf Beynon:

And told her about her great grand, I don't know, it's one of those things,

Sadaf Beynon:

if there's a historian out there that can verify or de verify this fact, I

Sadaf Beynon:

would genuinely love to hear from you.

Sadaf Beynon:

Anyway, that's one of the things I

Sadaf Beynon:

was saying,

Matt Edmundson:

which is an interesting fact.

Matt Edmundson:

That is an

Sadaf Beynon:

interesting fact.

Sadaf Beynon:

Shall we move on?

Matt Edmundson:

I want an interesting fact from

Sadaf Beynon:

you.

Sadaf Beynon:

I don't know.

Sadaf Beynon:

There's nothing interesting

Matt Edmundson:

about

Sadaf Beynon:

the fact that I can't remember stuff.

Matt Edmundson:

Or that you have no microphone technique.

Sadaf Beynon:

Yes, that is true.

Sadaf Beynon:

We

Matt Edmundson:

were establishing that this morning.

Matt Edmundson:

You re recorded some video, didn't you?

Matt Edmundson:

For the, and you put the microphone

Sadaf Beynon:

like that,

Matt Edmundson:

because you have to watch the video to see what

Matt Edmundson:

I've just done, but basically.

Matt Edmundson:

Normally, when you do a podcast, the microphone is pointing towards your mouth

Matt Edmundson:

and you tend to speak over it rather than directly into it, like a musician saying

Matt Edmundson:

to avoid the plosives but Sadaf, no, she puts her microphone pointing entirely away

Matt Edmundson:

from it and goes, Oh, it's a bit quiet.

Sadaf Beynon:

Oh, I got something interesting.

Matt Edmundson:

Okay, go.

Sadaf Beynon:

Because everyone was laughing at me in the office this morning.

Matt Edmundson:

Oh, is that what that was?

Matt Edmundson:

I heard lots of raucous laughter.

Matt Edmundson:

I wasn't actually in the office, I was in the warehouse, but yeah.

Sadaf Beynon:

I couldn't find my water bottle this morning,

Sadaf Beynon:

so in my rush, I grabbed

Sadaf Beynon:

a vase.

Sadaf Beynon:

Can I show them?

Matt Edmundson:

Yeah, if you can reach it.

Matt Edmundson:

So if you're watching the video version of this, you will now see a vase.

Matt Edmundson:

Or a vase?

Matt Edmundson:

For American cousins on the screen.

Matt Edmundson:

Do you say vase?

Matt Edmundson:

Not vase?

Sadaf Beynon:

I do both when it comes to them.

Matt Edmundson:

Okay.

Matt Edmundson:

And yeah, so Sadaf needed a container big enough to contain

Matt Edmundson:

copious amounts of water.

Matt Edmundson:

So you got a vase?

Sadaf Beynon:

Yeah.

Matt Edmundson:

Rather than just a really big glass.

Sadaf Beynon:

Yeah, because they just, the, yeah, the water finishes

Sadaf Beynon:

way too soon out of a glass.

Sadaf Beynon:

So something more like this is what I recommend.

Matt Edmundson:

Okay, so top tip if you're, trying

Matt Edmundson:

to deal with your hydration.

Matt Edmundson:

Drink from a vase.

Sadaf Beynon:

What you missed actually was after you went out, I don't

Sadaf Beynon:

know where you went, but Michelle came in with one of those big jugs.

Sadaf Beynon:

You might need this instead, in case you're dehydrated.

Matt Edmundson:

Is that what that was?

Matt Edmundson:

A really big vase?

Matt Edmundson:

Okay, good to know.

Matt Edmundson:

Good to know.

Matt Edmundson:

And if you're listening and not watching, she has taken the flowers out.

Sadaf Beynon:

Yes, I'm not drinking them.

Matt Edmundson:

What are we talking about today other than drinking from a vase?

Matt Edmundson:

Yeah,

Sadaf Beynon:

okay.

Sadaf Beynon:

We're talking you had a conversation with James Gurd.

Matt Edmundson:

Another legend.

Sadaf Beynon:

Yep.

Sadaf Beynon:

And in this segment, he is talking about how he started his podcast and

Sadaf Beynon:

why he chose podcasting over other mediums, such as writing blogs.

Matt Edmundson:

Ah, yes.

Matt Edmundson:

The legend that is James Gurd.

Matt Edmundson:

Should we run that VT?

Sadaf Beynon:

Yes.

Matt Edmundson:

Do you know what VT is?

Matt Edmundson:

Nope.

Sadaf Beynon:

But I think yes is the right answer.

Sadaf Beynon:

You work

Matt Edmundson:

in this industry, VT just stands for videotape.

Matt Edmundson:

It's what they used to say, like in the 80s and 90s when it's like videotapes.

Matt Edmundson:

Yeah.

Matt Edmundson:

Run that segment, run VT.

Matt Edmundson:

And they play that segment.

Matt Edmundson:

So let's run VT, here's James.

Matt Edmundson:

What was the reason for starting the podcast?

Matt Edmundson:

Did you, was it an epiphany one day or was this something that

Matt Edmundson:

you'd thought about long and hard?

James Gurd:

I wish I'd had an epiphany at any point in my life, to be honest,

James Gurd:

I'm still waiting, I'm still waiting.

James Gurd:

So if I look at what I'm trying to do, I've run my own business for 15 years

James Gurd:

and you have to, I'm not an agency with loads of people, I don't have a business

James Gurd:

development team, I'm doing everything, so I've got to win the business and I've

James Gurd:

got to do the business and so I have to do business development in some context

James Gurd:

and for years I've built up my network through doing like guest content and blogs

James Gurd:

and reports for people like Econsultancy I've got a good relationship with.

James Gurd:

So I was doing things for other people.

James Gurd:

Yeah, so it, their content, but my voice on their platform.

James Gurd:

Then I realized that's great and I really do value that, but actually it's not

James Gurd:

really, it's not adding anything to.

James Gurd:

Value to me in terms of establishing me as a thought leader.

James Gurd:

With an assistant voice.

James Gurd:

Then I start writing, thinking about writing a blog.

James Gurd:

And I don't really like writing.

James Gurd:

I've decided, there's so much content out there, written content.

James Gurd:

And to write long form content and get people to read it is a massive challenge.

James Gurd:

Yeah.

James Gurd:

So much drop off in long form content.

James Gurd:

And just having listened to a few podcasts and enjoying the format, I thought, do you

James Gurd:

know what, actually, I think I'm better.

James Gurd:

I think this is better suited to.

James Gurd:

My personality and my skill set and how I like to communicate.

James Gurd:

And I'd like to be able to not just be me talking, but me guiding the

James Gurd:

conversation with other people so that there's a broader perspective

James Gurd:

in the content that I produce.

James Gurd:

So it was a bit of a pivot towards a moment of, do you know what, let's

James Gurd:

see if there is interest and Paul is massively enthusiastic about ecommerce

James Gurd:

a wonderful person who's got a lot of complementary skills that I don't have.

James Gurd:

So I just pitched it to him because we worked on a few projects

James Gurd:

together and he was interested.

James Gurd:

I didn't want to do it on my own because I think for me, it was

James Gurd:

going to be harder to maintain the enthusiasm and the motivation.

James Gurd:

So yeah, I guess that's my rambling way of saying where it came from.

Matt Edmundson:

You were in the content creation game at the time.

Matt Edmundson:

And you looked at this and thought there's, this is probably

Matt Edmundson:

going to be a better fit for us.

Matt Edmundson:

So you went along with the podcast.

Matt Edmundson:

Was there anything, when you started the podcast then, was there

Matt Edmundson:

anything Any, did you do a course?

Matt Edmundson:

Did you read a book or did you just go, I'm going to watch this video

Matt Edmundson:

on YouTube and jump straight in?

James Gurd:

If only I was a professional.

James Gurd:

Yeah.

James Gurd:

No, I'd listen to other podcasts.

James Gurd:

There's obviously, there's so many out there now, I think that's interesting.

James Gurd:

When we started planning it back in 2019, although podcasting wasn't

James Gurd:

new, it wasn't as popular as it has been because obviously the

James Gurd:

pandemic kicked off a load more.

James Gurd:

So I've been aware of various ones over the years.

James Gurd:

And listened in and listened to what people did and how they did

James Gurd:

it and thought I had an idea.

James Gurd:

What I didn't know and what we didn't know is the platform.

James Gurd:

How, so how would you syndicate it?

James Gurd:

How would you record it?

James Gurd:

How would you edit it?

James Gurd:

The practicalities, because, sitting and talking is easy.

James Gurd:

It's knowing that you're doing it the right way, that you've got the

James Gurd:

right quality of outputs and that you've got a place that's good.

James Gurd:

Because you suddenly realise when you look at the podcasting landscape, there's a

James Gurd:

lot of distribution networks out there and there's so many players and how do you get

James Gurd:

on those players and what do you do and which ones are most popular and what most

James Gurd:

We did some basic research, we got some advice from people we knew at the time.

James Gurd:

I wish I'd known all of you guys because we haven't, we connected later

James Gurd:

on in this journey with likes of you, for example, I wish I'd known that.

James Gurd:

I wish I'd have made those connections earlier and asked the advice.

James Gurd:

It'd probably been a lot easier, but yeah, we just, we decided to to pick.

James Gurd:

A route which was using Anchor as a distribution platform.

James Gurd:

And because somebody else had said that they'd used it and found it quite

James Gurd:

easy and to learn on the go, because we thought if we'd spent ages and ages

James Gurd:

researching, we'll never start it.

James Gurd:

We wanted to get started to, because the biggest barrier was, we can

James Gurd:

put this off for a few more months.

James Gurd:

So we were like, no, get it live and then finesse it.

Matt Edmundson:

Yeah, and I think that's such an important point, isn't

Matt Edmundson:

it, if you're thinking, is podcasting right for me and my business?

Matt Edmundson:

Fundamentally, one of the key things is you've just got to start, and just

Matt Edmundson:

getting out there and just giving it a go, I think you can do that

Matt Edmundson:

with mobile phones now, but can I ask, what tech did you start with?

James Gurd:

Yeah, before we settled on Anchor, we looked at a couple of

James Gurd:

other recording platforms, and me and Paul did a few dummy episodes to Okay.

James Gurd:

Get up and record and work out how we do all of the distribution

James Gurd:

settings, connections into things like Spotify, Apple, you name it.

James Gurd:

And the other ones were okay but they didn't, we didn't find it that easy.

James Gurd:

Anchor, because somebody else flagged it and said this one's alright and Paul had

James Gurd:

heard of it as well, so we got onto them.

James Gurd:

We just found it.

James Gurd:

Very intuitive the user interface to get set up your account to upload episodes to,

James Gurd:

to connect to the different players where you want your podcast distributed to set

James Gurd:

up your RSS to get basic data out of it.

James Gurd:

It was just quite easy to use and very low cost.

James Gurd:

So for us, we podcast was going and would anyone listen.

James Gurd:

For all we knew, six months down, we'd can it.

James Gurd:

So yeah, a load of money into the high end.

James Gurd:

The most elite platform we could find.

James Gurd:

We wanted a platform that gave us the basics.

James Gurd:

And we're not pretending to be the sleekest.

James Gurd:

podcast on the planet.

James Gurd:

We are just like meeting up in a coffee shop.

James Gurd:

So it doesn't have to be, the most brand smooth pixel.

James Gurd:

Perfect.

James Gurd:

I'll focus on content and guests and hopefully, just making sure that the

James Gurd:

audio and video quality is good enough so that people can enjoy the episode.

Matt Edmundson:

Yeah, no, that's fair play.

Matt Edmundson:

It's interesting, isn't it?

Matt Edmundson:

That was the kind of route that you went down.

Matt Edmundson:

And I'm intrigued by something that you said.

Matt Edmundson:

You mentioned you did a few dummy episodes.

Matt Edmundson:

Tell me a little bit about that.

James Gurd:

Yeah, so because we, I guess, I could ask the same question to you

James Gurd:

about how do you settle on the format?

James Gurd:

Or how do you decide how you start an episode?

James Gurd:

How do you frame it?

James Gurd:

How much do you prepare?

James Gurd:

How much is it off the cuff?

James Gurd:

We didn't have a clue having not podcasted at all.

James Gurd:

So me and Paul had done lots of history events and lots of content

James Gurd:

and stuff, but we hadn't actually done podcasts before for other people.

James Gurd:

So our key thing was what is our format?

James Gurd:

It's all well and good having the player and the distribution network.

James Gurd:

And having a good, the other thing, yeah, the tech is a good mic.

James Gurd:

That's because the sound quality on those dummy ones were shite.

James Gurd:

And really tinny room off of MacBook speakers.

James Gurd:

So basically, we came to the format of, okay let's do, we want to try out a few

James Gurd:

dummy ones to work out how we run this.

James Gurd:

If it was an episode just me and him, what would we do?

James Gurd:

So we did one where we just turned up on the topic and just riffed.

James Gurd:

We did ones where we planned out discussion guides and we then we

James Gurd:

started to realize that people were going to jump into an episode with

James Gurd:

us just starting talking with no context like this is basic 101.

James Gurd:

You wouldn't write an article without anyone knowing what the

James Gurd:

title is and what it's about and what they're going to get from it, right?

James Gurd:

You go back to your 101s of what customer experience is and then we did the whole

James Gurd:

thing, okay, so we've got to frame this, we've got to introduce in each episode,

James Gurd:

we've got to set the scene so people know what they're going to get and if it's

James Gurd:

not relevant they don't waste their time.

James Gurd:

And if it's relevant, they know what's coming next.

James Gurd:

So I guess it was just a teaser that we didn't get it right first time at all.

James Gurd:

I reckon it took us 12 months to get to the point where it felt polished.

Matt Edmundson:

Yeah, that's interesting.

Matt Edmundson:

And how many episodes did you do in that 12 months?

Matt Edmundson:

Is it a weekly show?

James Gurd:

We started off every two weeks because we didn't

James Gurd:

want to bite off too much.

James Gurd:

Cause again, when you start, you don't know how much time and effort.

James Gurd:

And I think one of the biggest, and I'm sure we'll get onto

James Gurd:

this, one of the biggest.

James Gurd:

Surprises that a lot of people get podcasts is the time and effort

James Gurd:

to plan properly, record, edit, get it up, do the marketing.

James Gurd:

It's not to be underestimated, although once you've got a process

James Gurd:

and a routine, it's quite smooth.

James Gurd:

But, so we started off every two weeks and then we quickly realized that if you wait

James Gurd:

two weeks, a lot of people have forgotten about it because we're so transient.

James Gurd:

Therefore, we decided we needed to go weekly.

James Gurd:

And I think after a couple of months, we went weekly.

James Gurd:

And then at that point.

James Gurd:

We were more focused on getting guests on than we were on really

James Gurd:

trying to polish and hone.

James Gurd:

The podcast delivery.

James Gurd:

So I think that was like, it's like a lot, it's like MVP approach to launching

James Gurd:

an ecommerce site is get the bloody thing up and running, working and sell,

James Gurd:

then worry about finessing your user journeys and your customer experience.

James Gurd:

If you're intrigued and

Sadaf Beynon:

want to dive deeper into this conversation, check out

Sadaf Beynon:

Podjunction Cohort, where you can listen to the complete interview and much

Sadaf Beynon:

more, simply visit theplotjunction.

Sadaf Beynon:

com for more information about how to join.

Matt Edmundson:

Very good.

Matt Edmundson:

Welcome back.

Matt Edmundson:

Thanks, James.

Matt Edmundson:

Great conversation.

Matt Edmundson:

The thing I loved about James talking was if you didn't know James, and the industry

Matt Edmundson:

that he worked in, you'd go, he has got to be involved in some kind of digital

Matt Edmundson:

thing, just because of the phraseology, like MVP, you've got to get your MVP, your

Matt Edmundson:

minimum viable product up and running, and then you know, refiners as you go along.

Matt Edmundson:

All very sprint, all very good, all very interesting.

Matt Edmundson:

And it's just interesting how I think it's very interesting.

Matt Edmundson:

He has brought his sort of digital knowledge into how we approach

Matt Edmundson:

podcasting, if that makes sense.

Matt Edmundson:

Yeah.

Matt Edmundson:

So yeah, the whole idea of the MVP, I appreciate there are industries outside

Matt Edmundson:

of digital that use the same thinking but that's just the industry that I know.

Matt Edmundson:

And it's very, very trendy language.

Sadaf Beynon:

Yeah.

Sadaf Beynon:

Does that reflect at all on the name of his podcast?

Matt Edmundson:

Re:platform..

Matt Edmundson:

His whole business is about helping ecommerce businesses

Matt Edmundson:

change their platform.

Matt Edmundson:

So if you want to move from the platform you're on to another platform,

Matt Edmundson:

which quite often you do if you're an ecommerce business, because you

Matt Edmundson:

grow, you develop, it needs to expand.

Matt Edmundson:

And so yeah, his company is all about helping you do that.

Matt Edmundson:

Those guys do a great job.

Matt Edmundson:

And heard lots of good things about them.

Matt Edmundson:

Yeah, I, What was your question?

Matt Edmundson:

Totally lost track of thought then.

Sadaf Beynon:

No, you were saying like his lingo that he uses.

Sadaf Beynon:

Yeah, digital, yeah, replatform.

Matt Edmundson:

So yeah, that's what he does.

Matt Edmundson:

He's involved in the e com space, the digital space,

Matt Edmundson:

all power to him as they say.

Matt Edmundson:

Yeah.

Matt Edmundson:

So what'd you gather?

Sadaf Beynon:

He would, I liked what actually you said it in response

Sadaf Beynon:

to what he was saying that to just start and not overthink it too much.

Sadaf Beynon:

And then he went on to talk about how they fine tuned it.

Matt Edmundson:

Yeah.

Sadaf Beynon:

As they went.

Sadaf Beynon:

So they just started and like not with tech, but also with,

Sadaf Beynon:

what are you laughing at?

Matt Edmundson:

No, I'm just, I'm smiling because that's our story.

Matt Edmundson:

Yeah.

Matt Edmundson:

I'm just thinking that we did exactly the same thing.

Matt Edmundson:

We just started and refined it as we went along.

Matt Edmundson:

Yeah.

Sadaf Beynon:

Yeah.

Sadaf Beynon:

Yeah.

Sadaf Beynon:

So the tech as well as the content or rather the format.

Matt Edmundson:

Yeah, absolutely.

Matt Edmundson:

It's it's really interesting how our journeys are very similar.

Matt Edmundson:

Again, I think this is very much a digital thing.

Matt Edmundson:

It's like you just start something, you figure it out as you go along, you pivot.

Matt Edmundson:

There's that word again, which I really can't stand.

Matt Edmundson:

We pivoted.

Matt Edmundson:

But it's, it is very much the case of you start something, you learn something,

Matt Edmundson:

you figure out the next step, you try that, you, we call it, I call it

Matt Edmundson:

discover, try, learn, and then you go, okay, that worked, that didn't work.

Matt Edmundson:

What's next?

Matt Edmundson:

And you refine, don't you, as you go along pivot, and so yeah, very digital,

Matt Edmundson:

very ecomm, very straightforward stuff.

Matt Edmundson:

But yeah, we, our stories, I think are very similar because where our

Matt Edmundson:

podcast started and where they've ended up, two very different places.

Sadaf Beynon:

Yeah.

Sadaf Beynon:

Yeah.

Sadaf Beynon:

And I think something else I'll keep talking about how we're similar,

Sadaf Beynon:

something else that resonated was that he has small team.

Sadaf Beynon:

Yeah.

Sadaf Beynon:

And then doing the daily grind plus business development at

Sadaf Beynon:

the same time, like trying to hold those two things together.

Sadaf Beynon:

It's not always easy.

Matt Edmundson:

No, not at all.

Matt Edmundson:

And he's right in the sense that I think when you start a podcast,

Matt Edmundson:

it's easy to underestimate how much work is involved in doing it.

Sadaf Beynon:

Sure.

Matt Edmundson:

But conversely, I think it's also easy to overestimate

Matt Edmundson:

how much work you should do in it.

Matt Edmundson:

Yeah.

Matt Edmundson:

Yeah.

Matt Edmundson:

Because, things like, when it comes to your audio, I remember talking

Matt Edmundson:

to a lady called Amelia about this.

Matt Edmundson:

Has Amelia been on this show?

Matt Edmundson:

She's been on EP.

Matt Edmundson:

No, not

Sadaf Beynon:

on Podjunction, no.

Matt Edmundson:

We should get her on this show because she does a podcast.

Matt Edmundson:

She's super cool, Amelia.

Matt Edmundson:

I really like Amelia.

Matt Edmundson:

In fact, Amelia and I are going to do a live stage podcast

Matt Edmundson:

recording this summer at SubSummit.

Sadaf Beynon:

At SubSummit.

Sadaf Beynon:

Yeah.

Sadaf Beynon:

Which will be

Matt Edmundson:

great.

Matt Edmundson:

I remember talking to her about it and she was like, she would record

Matt Edmundson:

a podcast episode and they'd spend eight or nine hours on this episode.

Matt Edmundson:

And they would edit that episode out.

Matt Edmundson:

And they would be like, they would take out all the ums and

Matt Edmundson:

the ahs and the filler words.

Matt Edmundson:

And yes, you can use AI now, like Descript has a feature where you

Matt Edmundson:

can push a button and it will just take all of that stuff out.

Matt Edmundson:

And it's on the whole, it's pretty good.

Matt Edmundson:

You don't have to do much correction afterwards.

Matt Edmundson:

Yeah.

Matt Edmundson:

And talk about refining it and polishing it and spending that amount of time.

Matt Edmundson:

And I remember saying to Amelia, My challenge to you Amelia is for you to

Matt Edmundson:

edit an episode in two hours or wonder and she was like, you are, and I was

Matt Edmundson:

like no, you should totally do it in that time, because I don't think you

Matt Edmundson:

should take it, especially if it's an interview chat show type thing.

Matt Edmundson:

Why would I want to take all the errs and ums out?

Sadaf Beynon:

Yeah,

Matt Edmundson:

because it, I don't know if it makes a blind bit of

Matt Edmundson:

difference to the listener because it's like the podcast is 45 minutes

Matt Edmundson:

long and I've saved six seconds by taking all the errs and the ums out.

Matt Edmundson:

And I think it's more authentic when you leave them in, so you

Matt Edmundson:

can over polish these things.

Matt Edmundson:

Now, do we do that for reels?

Matt Edmundson:

Absolutely.

Matt Edmundson:

Because I think short form video, 30 second, 60 second video

Matt Edmundson:

has got to be like, bang on.

Matt Edmundson:

But for a podcast, I think you can over edit and you can spend way too much

Matt Edmundson:

time trying to get everything perfect.

Sadaf Beynon:

Yeah.

Matt Edmundson:

Yeah.

Matt Edmundson:

So I think this is really interesting, you can either be one or the other and I

Matt Edmundson:

think, I don't know, what do you think?

Matt Edmundson:

How long do we spend on an episode?

Matt Edmundson:

Is two hours a reasonable time?

Sadaf Beynon:

Yeah, actually, I think we're, I think we, we do it quite quickly.

Sadaf Beynon:

Yeah.

Sadaf Beynon:

Yeah, I think my, maybe take it into account reels and stuff like

Sadaf Beynon:

that, maybe takes a bit longer, because as you said, you want it to

Matt Edmundson:

be

Sadaf Beynon:

cut down and it wanted to be just right, because you're trying to get a

Sadaf Beynon:

message across in just that many seconds.

Sadaf Beynon:

Yeah.

Sadaf Beynon:

But

Matt Edmundson:

yeah, if you took out, if you took out the short form video, which

Matt Edmundson:

I don't know if I would advise doing with the way social media is at the moment, but

Matt Edmundson:

if you did, it saves an awful lot of time.

Matt Edmundson:

But our process is fairly straightforward, isn't it?

Matt Edmundson:

We record the interview, we have a sheet, what do we call it?

Matt Edmundson:

A one sheet?

Matt Edmundson:

I don't know.

Matt Edmundson:

Is there a name for it?

Sadaf Beynon:

We just call it AMP document.

Matt Edmundson:

Call it the AMP document.

Matt Edmundson:

Named after the software we've developed called AMP which

Matt Edmundson:

we've developed for podcasters.

Matt Edmundson:

But it's that kind of thing where we, at the end of the recording and I do

Matt Edmundson:

it straight after I've recorded the podcast, cause that's when I remember

Matt Edmundson:

I go on there and I go what were my top takeaways from this conversation?

Matt Edmundson:

And I'll write those in there.

Matt Edmundson:

And then once we've got that key information, the rest of

Matt Edmundson:

it is pretty straightforward, I think in terms of data creation.

Matt Edmundson:

So we, or content creation rather.

Matt Edmundson:

So then we take the video.

Matt Edmundson:

We upload it to Descript translate, not translate, transcribes, transcribes a

Matt Edmundson:

video, maybe it translates it as well, I don't know, I don't think it does, so

Matt Edmundson:

it transcribes a video which gives us a full script and then the other thing

Matt Edmundson:

that I do is I look at that podcast and I decide which bit we're going to use for

Matt Edmundson:

the reel, now we only create one reel per episode, usually, if people do what

Matt Edmundson:

we call the fast track service, which is where they pay us money, we do two reels.

Matt Edmundson:

Is that right?

Matt Edmundson:

Yeah.

Matt Edmundson:

Now we have used software to try and do this.

Matt Edmundson:

We've tried AI in the past, haven't we, where we've uploaded full

Matt Edmundson:

clips and had AI generate clips.

Matt Edmundson:

Which we've then used for Vertical Video.

Matt Edmundson:

Which one did we try?

Matt Edmundson:

Memento.

Sadaf Beynon:

Memento.

Matt Edmundson:

Memento, something like that.

Matt Edmundson:

What did you think of it?

Sadaf Beynon:

I didn't like it.

Sadaf Beynon:

Why not?

Sadaf Beynon:

I didn't, I love the fact that it was trying to do something helpful.

Matt Edmundson:

But just like my kids.

Matt Edmundson:

They're trying to do something helpful, but they are failing miserably.

Sadaf Beynon:

But I don't think it was what we need, what we wanted,

Sadaf Beynon:

like as concise as we wanted.

Matt Edmundson:

Yeah, I think AI is getting better at trying

Matt Edmundson:

to figure it out, isn't it?

Matt Edmundson:

But as things currently stand here in the start of 2024, we do those clips manually.

Matt Edmundson:

So we have tried AI, but we think manually is still a better route.

Matt Edmundson:

Yeah.

Matt Edmundson:

Granted, we could use AI.

Matt Edmundson:

And shave off that time.

Matt Edmundson:

. And I think we will, as AI gets better Yeah.

Matt Edmundson:

At figuring out the kind of thing that we want.

Sadaf Beynon:

I think at that point we were spending more time going through

Sadaf Beynon:

all the clips that was suggesting Yeah.

Sadaf Beynon:

To see if it would work.

Sadaf Beynon:

And it was easier to just make that alone.

Sadaf Beynon:

You just, I just want that one.

Sadaf Beynon:

Yeah.

Matt Edmundson:

Yeah.

Matt Edmundson:

But I think if you wanted 30 clips and you didn't care about them, you could just

Matt Edmundson:

take all of those clips and whack 'em on.

Matt Edmundson:

Can you?

Matt Edmundson:

Yeah it's one of those things, isn't it, with AI?

Matt Edmundson:

AI is both good and painful at the same time, because you still got

Matt Edmundson:

to spend a lot of time with it.

Matt Edmundson:

Yeah.

Matt Edmundson:

So yeah, we do that.

Matt Edmundson:

We get the full transcript.

Matt Edmundson:

From the transcript, we create the blog post.

Matt Edmundson:

Which goes alongside the podcast.

Matt Edmundson:

The reason we have the transcript now is obviously it's very good.

Matt Edmundson:

Apple just announced with the new update 17, is it 17.

Matt Edmundson:

1?

Matt Edmundson:

I don't know.

Matt Edmundson:

I don't know what we're on with Apple right now.

Matt Edmundson:

But I was listening to their webinar last week, went on

Matt Edmundson:

to the Apple podcast webinar.

Matt Edmundson:

You can sign up for that actually.

Matt Edmundson:

Whenever they do their webinars, find out what's going on, but they've just

Matt Edmundson:

introduced a transcription service where actually if, even if you don't

Matt Edmundson:

upload your, cause you could always upload your own transcript, but now they

Matt Edmundson:

will actually transcribe your podcast.

Matt Edmundson:

And so when you upload it, they will, you actually have to turn it

Matt Edmundson:

off if you don't want that feature.

Matt Edmundson:

All right.

Matt Edmundson:

So the default is they will transcribe your post.

Matt Edmundson:

I think it's only available in English right now.

Matt Edmundson:

But they will transcribe your podcast, which obviously is a beautiful thing.

Matt Edmundson:

One, because Apple then knows what your podcast is about from an

Matt Edmundson:

SEO point of view, which is good.

Matt Edmundson:

And also obviously people sometimes hard of hearing, they need to be able

Matt Edmundson:

to see, with subtitles, what's going on.

Matt Edmundson:

And so why not?

Matt Edmundson:

So giving them the transcription as well, it's easy because we've created it.

Matt Edmundson:

And yeah, that's our process.

Matt Edmundson:

Yeah.

Matt Edmundson:

It's a whistle top.

Matt Edmundson:

It's a whistle stop to all of our process, but it takes about two hours.

Sadaf Beynon:

Yeah.

Sadaf Beynon:

Maybe just over, but not nine.

Matt Edmundson:

But definitely not nine.

Matt Edmundson:

Don't tell Amelia

Sadaf Beynon:

it takes more than two hours.

Matt Edmundson:

And it takes more than two hours because we do the short form

Matt Edmundson:

video, which I don't think Amelia does.

Matt Edmundson:

But your actual podcast, actual process of once you've recorded the podcast, getting

Matt Edmundson:

the audio done, polished and uploaded to your podcast player, even if you include

Matt Edmundson:

the blog post to go on your website, I think it should take less than two hours.

Matt Edmundson:

Yeah.

Matt Edmundson:

Is that fair enough?

Matt Edmundson:

Yeah.

Matt Edmundson:

I would say so.

Matt Edmundson:

I don't manage production, you do.

Matt Edmundson:

Yeah.

Sadaf Beynon:

No, I think about that long.

Sadaf Beynon:

Yeah.

Matt Edmundson:

That's where Sadaf goes no, we're all taking about

Matt Edmundson:

12 hours talking nonsense again.

Matt Edmundson:

Yeah, but no, that's where we drifted slightly there, didn't we?

Matt Edmundson:

In terms of process.

Matt Edmundson:

But yes, the time invested in an episode.

Matt Edmundson:

Is quite fascinating in terms of what that is and yeah, we'll get Amelia

Matt Edmundson:

on the show and we'll ask her how she reduced it from eight hours to

Sadaf Beynon:

two.

Matt Edmundson:

I'll talk to her about that in the summer.

Matt Edmundson:

What else did we get from that?

Sadaf Beynon:

I'm trying to read my notes.

Matt Edmundson:

Yeah.

Matt Edmundson:

Good luck.

Matt Edmundson:

Do you need glasses?

Sadaf Beynon:

He talked about being on Zoom.

Matt Edmundson:

No, he didn't.

Sadaf Beynon:

He didn't?

Sadaf Beynon:

Did he not?

Matt Edmundson:

No.

Matt Edmundson:

Were you listening to the same episode I was listening to?

Sadaf Beynon:

How

Matt Edmundson:

did he talk about being on Zoom?

Sadaf Beynon:

No, I didn't get that one.

Sadaf Beynon:

No, you know what, it's because I'm listening to the

Sadaf Beynon:

full length episode and yeah.

Sadaf Beynon:

I'm just drawing some, yeah.

Sadaf Beynon:

Okay, so he does talk about Zoom.

Sadaf Beynon:

He does.

Sadaf Beynon:

On

Matt Edmundson:

the full interview, which you can get.

Matt Edmundson:

He does.

Matt Edmundson:

In the cohort, if you want to flip to the foot, which I strongly recommend you do

Matt Edmundson:

with all of these interviews, actually.

Sadaf Beynon:

Yeah, because he was talking about that in the context of tech.

Sadaf Beynon:

So that's where I went from there.

Sadaf Beynon:

So yeah,

Matt Edmundson:

okay.

Sadaf Beynon:

So yeah, go listen to the full interview and find

Sadaf Beynon:

out what he says about some of it.

Matt Edmundson:

I was a bit like Zoom.

Matt Edmundson:

But no, all very good.

Matt Edmundson:

So yeah, do check it out.

Matt Edmundson:

And also I think the final point from what James was saying is it took

Matt Edmundson:

him a year to get really to a place where he was happy with his podcast.

Matt Edmundson:

Yeah.

Matt Edmundson:

It's an important point.

Matt Edmundson:

Yeah.

Matt Edmundson:

And

Sadaf Beynon:

sorry, didn't Rich Brooks say that, yeah, do 52 episodes.

Matt Edmundson:

Yeah.

Matt Edmundson:

Yeah.

Matt Edmundson:

It's quite a common theme.

Matt Edmundson:

Actually, you'll notice there's some common themes with the different

Matt Edmundson:

podcasters we talked about.

Matt Edmundson:

One of the common themes is just be prepared.

Matt Edmundson:

We always.

Matt Edmundson:

We have this thing when we do the strategy sessions with clients,

Matt Edmundson:

we talk about the first 10.

Matt Edmundson:

So the first 10 episodes we say on any podcast are going to be utterly useless.

Matt Edmundson:

And if you're doing an interview, I say utterly useless, that's probably unfair.

Matt Edmundson:

They're not going to be as where you want them to be.

Matt Edmundson:

Because in the first 10 episodes, there's some rapid learning going on,

Matt Edmundson:

especially on an interview podcast.

Matt Edmundson:

Figuring out your interview style, what kind of questions to ask?

Matt Edmundson:

How do you come across on the microphone when you're interviewing people?

Matt Edmundson:

All those kinds of things.

Matt Edmundson:

Yeah.

Matt Edmundson:

And so getting through your first 10, I think is the first milestone but

Matt Edmundson:

getting to your first 50 is probably the next milestone after that.

Matt Edmundson:

And you'll hear these sort of common things with podcasters that actually a

Matt Edmundson:

lot of people drop out before episode 20, a lot of people, unbelievable amounts

Matt Edmundson:

of people drop out before episode 20.

Matt Edmundson:

And so actually by the time you got to episode 50, not only have

Matt Edmundson:

you stuck around, which already puts you in a class of your own.

Sadaf Beynon:

Yeah.

Sadaf Beynon:

Yeah.

Matt Edmundson:

You're going to, you're going to be well polished,

Matt Edmundson:

but I think you've got to think about it in that kind of terms.

Matt Edmundson:

Yeah.

Sadaf Beynon:

Yeah.

Matt Edmundson:

Yeah, awesome.

Matt Edmundson:

What's coming up next week?

Sadaf Beynon:

James Gurd again.

Matt Edmundson:

And is he talking about Zoom?

Sadaf Beynon:

Don't ask me now.

Sadaf Beynon:

I'll tell you in the next episode.

Matt Edmundson:

Next episode on Sadaf gets confused on what we're talking about.

Matt Edmundson:

Do join in to the show, do come listen to what we're talking about.

Matt Edmundson:

Hopefully it will be relevant.

Matt Edmundson:

But yeah, do check out podjunction.

Matt Edmundson:

com for more information about this show, how you can subscribe, how you

Matt Edmundson:

can sign up to the emails newsletter.

Matt Edmundson:

And also, I can't even talk.

Matt Edmundson:

And how to find out and access the full interview with each guest in the cohort.

Matt Edmundson:

Check it out.

Matt Edmundson:

Do check that out and do check out the full interview with

Matt Edmundson:

James because James is a legend.

Matt Edmundson:

Reach out to him, especially if you're looking to re platform your eCom business

Matt Edmundson:

because he will be able to help you.

Matt Edmundson:

He's a great guy.

Matt Edmundson:

He's a guy to go talk to.

Matt Edmundson:

But yeah, anything else from you?

Matt Edmundson:

No.

Matt Edmundson:

Awesome.

Matt Edmundson:

All right.

Matt Edmundson:

Have a great week, ladies and gentlemen.

Matt Edmundson:

We'll be back next week.

Matt Edmundson:

Bye.

Matt Edmundson:

Bye for now.

Sadaf Beynon:

And that brings us to the end of today's episode at Podjunction,

Sadaf Beynon:

where business meets podcasting.

Sadaf Beynon:

If you enjoyed the insights from today and wish to hear the full conversation

Sadaf Beynon:

with today's special guest, don't forget to visit thepodjunction.

Sadaf Beynon:

com, where you'll find more information about how you can join today.

Sadaf Beynon:

Whether you listen while on the go or in a quiet moment, thank you for

Sadaf Beynon:

letting us be a part of your day.

Sadaf Beynon:

Remember, every episode is a change.

Sadaf Beynon:

Chance to gain insights and to transform your business with podcasting.

Sadaf Beynon:

So keep tuning in, keep learning, and until next time, happy podcasting.

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