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:
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.
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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.
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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.