Welcome to Podjunction! In this weeks episode co-hosts Matt and Sadaf talk with Jaryd Kraus the host of Buying Online Businesses podcast. In this episode the hosts discuss how to earn the trust of your audience, attract and retain their attention with content that resonates and finally, how to use testimonials to showcase your expertise and build credibility for your potential clients down the line.

Key Takeaways: 

1. Build Trust Through Consistent, High-Value Content: Jaryd Krause emphasises that consistently delivering high-value, long-form content helps build trust with an audience. Listeners can engage with content at their own pace, allowing them to assess the creator's credibility before making any commitments.
2. Attract Audiences Organically: Instead of chasing leads with aggressive marketing tactics, Jaryd advocates for creating an inviting "garden" of content that draws people in organically. By providing valuable information and letting listeners come to him, he builds an audience that feels more connected and engaged.
3. Leverage Client Testimonials for Credibility: Jaryd features clients on his podcast, allowing them to share their experiences. This serves as a subtle but powerful form of endorsement, showcasing his expertise and providing social proof to potential clients while giving his clients a platform to share their stories.

Unlock the potential of your podcast today!Don’t miss out on transforming your podcast into a powerful business tool—visit Podjunction.com to discover resources, tips, and opportunities that can take your podcast to the next level. Subscribe now and elevate your podcasting journey!

Podjunction 039 | Create Loyal Listeners

Sadaf Beynon: Hello and welcome to Podjunction podcast, where podcasters learn to grow their business. I'm Sadaf Beynon and beside me is the magnificent Matt Edmundson. Do you want to say something?

Matt Edmundson: I was just asking you, is that new? Is that your new tagline? Yes,

Sadaf Beynon: that's my new tagline.

Matt Edmundson: Very good. And one more time.

Sadaf Beynon: A show where podcasters learn to grow their business.

Matt Edmundson: Right.

Sadaf Beynon: Does that work?

Matt Edmundson: You're in charge.

Sadaf Beynon: I think it works. So

Matt Edmundson: why have we tweaked it?

Sadaf Beynon: Because I felt like there was too much podcasting for podcasters for podjunction podcast. It's just too much. So I'm trying to simplify things. Was it

Matt Edmundson: a bit of a tongue tease?

Sadaf Beynon: It was.

Matt Edmundson: Okay, so we've simplified the introductory tagline. What was the old one? A podcast for podcasters who are podcasting. For podcasting for business, I don't know. Yes,

Matt Edmundson: You and me both to be fair. Anyway, very warm welcome to you. It's great to be here.

It's great to be back.

Sadaf Beynon: It is. I say

Matt Edmundson: it's great to be back. If you're listening to the podcast, there will be absolutely no difference whatsoever because it's just a weekly show. But it's been a few weeks since we've recorded one because I disappeared for August.

Sadaf Beynon: You did.

Matt Edmundson: Sorry about that.

Sadaf Beynon: That's fine by

Matt Edmundson: me.

I was very grateful. Is that what you're trying to say? No. I was very grateful you disappeared for the whole of the summer, Matthew. And so yes, now we're back and you're drinking your gin and tonic, um, just to be able to cope. back in the studio recording again. It does feel like a while day.

Sadaf Beynon: Mm. It does feel like a while.

It does feel, and we have a, a table again.

Matt Edmundson: We do, we've changed things around in the studio a little bit for other podcasts that we have, but it, it, it works what we're doing here as well. Yeah. It really does. Although you need to bring that microphone close to your mouth as always. Yes,

Matt Edmundson: technique that you've got down to a fine art.

Yes.

Matt Edmundson: Anyway, welcome to the show. It's great to be with you. So we just love chatting about podcasting as well as what we've done for our summer holidays. But what have you done for your summer holiday?

Sadaf Beynon: Um, well, it was pretty low key this year. We just went away for a week to Wales, North Wales. So that was nice.

Yeah. We actually got some sunny days.

Matt Edmundson: Did you stay with family and friends or was it?

Sadaf Beynon: No, we rented a cottage.

Matt Edmundson: Ooh, very posh. Very posh. I was on, I was in Jersey this summer, which was lovely. Again. Yeah. Although Sharon said to me, and Zoe said to me, my daughter, Sharon's my wife. Um, both said to me, I think we should go somewhere different, Matt, because we've only been going to Jersey since the kids were like, I guess, since Zoe was about five, maybe.

We've been going about 12, 13 years every summer. So I think everyone's going, can we go somewhere different next year?

Matt Edmundson: Well, we'd never done it, bizarrely. If you don't know anything about Jersey, I wanted to say Jersey, I'm not talking about New Jersey in the States.

Just to be really clear, I vacationed, holidayed in Jersey, which is a small island off the north coast of France in something that we Brits like to call the Channel Islands, um, and it's like an hour away from France. And so all the years we've been going, we'd never done the day trip to France, but we did this year, which was lovely.

Um, so we, yeah, there and back in a day to France. Got the morning ferry out, got the evening ferry back. Had some crepes, had some macaroons, got to practice my Delboy friend,

which is never a good thing, but yeah, it was good, it was really good, so anyways, welcome back, it's great to be back, but I'm looking forward to getting back into the throw of things, and so this is the first week back, and I can't, no, the second week

Sadaf Beynon: back,

Matt Edmundson: I was going to say, because we did a whole bunch of podcasting last week, but we didn't do any Podjunction podcast last week.

Sadaf Beynon: we are kicking off a four part series which features insights from Jaryd Kraus who is the host of Buying Online Businesses podcast and um, in this particular episode we're going to be learning about how to earn the trust of your audience and attract and retain the attention of your listeners. with content that resonates And finally, how to use testimonials to showcase your expertise and build credibility for your potential clients down the line.

Matt Edmundson: Have you ever shown that? No. Okay. We're not going to.

Sadaf Beynon: We're moving on.

Matt Edmundson: So state of the art technology in this studio. Underneath the camera is a whiteboard with the three things that we're talking about,

which

Matt Edmundson: I think is awesome. I think it's really, really cool. It's just like, it's very analog.

Sadaf Beynon: Yes, we like analogue.

Sadaf Beynon: Yeah, I made it a bit bigger this time.

Matt Edmundson: Matt and his dodgy reading eyes. So yeah Jaryd is a great guy actually. I've been on his podcast. He's been on the eCommerce podcast. So we did that whole podcast swap thing. He lives this life where you're kind of like, I'm a little bit envious.

Sadaf Beynon: Yeah.

Matt Edmundson: Surf's up dude, right? Um, he, he gets to travel the world, surf wherever he goes and run his businesses. He's got one of those sort of digital businesses where he can do that. And so, um, love talking to Jaryd. So shall we get into his clip? Yes, let's do that. Without further ado, here is the mighty Jaryd Krause.

Jaryd Krause: Yeah. 2019, it wasn't an ideal. Uh, path for me, I mean, it has been, and looking back in hindsight, it's the best thing I could have done. [00:06:00] Uh, but I got started cause I had built out a business that was single source dependent and reliant on getting leads from Facebook ads and selling them into a program that I had created.

Uh, and Facebook turned around and shut down my ad account. Now I'm in the make money online space. I help people replace their income. And there's a lot of dodgy players in that space selling and flogging courses that are not super valuable, which is unfortunate for me because it does make it harder being in the make money online space.

And so with that, a lot of accounts got flagged and you need to be very careful. We back then, even now today, you still need to be careful with the language you use in your advertisements. So my account got shut down. They thought I was doing some dodgy stuff and I eventually. Got it back on, but when I turned back on, you know, I wasn't as getting as many leads, my marketing efforts weren't working as well.

And so I was going out in Facebook marketplace with a butterfly net, trying to catch all of these leads and make a bunch of money by catching, you know, catching them. Now. I wanted to build out something that was far more organic and people come to me and make and make the [00:08:00] decision without me manipulating their decision.

They could come and test the flavor, see if they like what I talked about and, you know, slowly warm up to maybe trusting me. And if they didn't, they could move on. If they did, they can move forwards with working with me. And that's what I decided to do is create that podcast. Where I could create long form content

that

Jaryd Krause: people could sit down and listen to me without me having to, you know, push them across the line with a sales call with only one hour of listening to me or speaking to me versus they can have hundreds of hours now of like testing my value.

Yeah. And so. Yeah, it's, it's just a far better approach to have somebody buy into your business and your brand versus you trying to sell it to them too hard.

That's good. So what inspired you then to start a podcast specifically about buying and acquiring online businesses?

Jaryd Krause: So I already was, my course was the Buying Online Businesses course, and it's the first ever Buying Online Businesses course. And I was teaching people to acquire businesses so they could replace their income, so what I just started doing was talking about the challenges of buying a business, how to find them, how to acquire them.

Uh, how to do your research, due diligence, negotiate, make offers, close a deal, and then grow them. Uh, so I talked initially with my business partner at the start, I'd bought multiple businesses, he'd bought some businesses, and we just talked, discussed that at the start, and then I started bringing on other people that were guests that were in the, in the In the business of buying and selling businesses.

The audience sort of say, okay, Jarrod's like, these are the people that Jarrod's helping with and they get to have a discussion with them. I used to have people say, Hey Jarrod, can I speak to your clients that have bought businesses to see what, you know, what it's been, what it's like, you know, what their experience has been like and see if I want to work with you.

And I'm not going to make my clients sell other clients to come and work with me. So I started interviewing them and they can go away and view that as well. So. It's a bit of a mix of both now. It's like, how do you, it's changed and evolved over the years as my business has grown as well, like different guests and different style of conversations with, based on different topics.

Matt Edmundson: Welcome back. A short clip there from Jaryd. And we're going to go into, because they're written on the whiteboard in front of us, those three points. As I was taking notes, I'm thinking actually all the notes I'm taking, this is basically what you said on that whiteboard. So, I don't know if I need to take notes.

Sadaf Beynon: Maybe.

Matt Edmundson: Who knows, who knows. Can I just say, before we get into the conversation, we've done a slight upgrade to the studio here. So, if you're watching the video, you will notice. If I do this, and then if I do this, oh yes, we are now a multi camera angled podcast. You know what, all the time, what episode are we on, on podcast?

Uh,

Sadaf Beynon: 39.

Matt Edmundson: No. Yes. Stone the crows. So, for the past 38 episodes, we've just been recording the podcast in the studio, the same studio that we're in now.

Yep.

Um, and that's only, the only reason I thought of that was because we're doing it with another podcast and I thought, well, I just can't be bothered to take it all down. So I'm just going to leave it all here like this.

Sadaf Beynon: I like it. Yeah? Yeah. Do you think we should keep it? We'll see what it'll be like in production.

But for now, it's good.

Matt Edmundson: It all depends on how well I can switch because we're doing it on the fly to save on the editing. Well, I'm doing it on the fly, you're Yeah, I'm

Sadaf Beynon: just, yeah.

Matt Edmundson: You're just making sure the show flows. That's right. Anyway. Okay. Should we give them a pin to it? Yes, we should. Okay, what should we go for first?

Sadaf Beynon: Let's go with the first one. So, the first part was how to earn the trust of your audience, so what do you think?

Yeah. And, um, online courses, I think they've gone through some interesting seasons, right? In terms of how you sell them, how you get people interested in them. And you used to sell courses quite easily for a couple of grand. It's not so straightforward these days. So what he's done with the podcast, which I think is quite clever, Because he intentionally set out to do it.

And so the idea of giving flavor and also giving a, I know Jaryd does this, um, not just because I've been on his show, I want to point that out, right? Um, but giving away high value content. And so he gives away high value content. And what that then does is, is you earn the trust of your audience. The first thing that you talked about, because the audience is listening to you.

They figure out whether they like you, know, like, and trust, right? They get to know you. They get to like you and they get to trust you, um, to quote Zig Ziglar. And you're building those three things and you're doing that with a podcast. And he's delivering high value content by getting great guests onto the show.

Sadaf Beynon: Um, yeah. So I thought when, um, that it was really good, obvious. Oh, thanks, Matt.

Matt Edmundson: Talk into the microphone, not over it. All

Sadaf Beynon: right. Um, yeah. So consistently showing up for, um, as a host or even as creating the podcast is really important. Also to earn the trust of your audience because they have, like every time you're showing up, you're giving them an opportunity to get to know you and to get to know your content and, um, the way you tick and how you, um, engage and how you help.

And so all of those things are just multiple touch points for them, which goes a long ways. And if you're only doing it every so often, Or, um, not at all because it's too much then that because that consistency isn't part of the play. I think you lose the trust of your audience too, because they don't know what to expect.

Sadaf Beynon: Bish bash bosh could be the

Matt Edmundson: ending. That's the title of the book, Bish bash bosh.

Ah, brilliant. So what was point number two?

Sadaf Beynon: Um, so, attracting and retaining the attention of your listeners with content that resonates. You

Matt Edmundson: struggled with that in the introduction. I

Sadaf Beynon: did, yes, I did.

Matt Edmundson: Which is ironic, how to attract and retain the attention of your listeners. Yeah, sorry, guys.

Sadaf Beynon: Yeah, sorry about that. But he was talking about creating long form content, wasn't he?

Yeah.

So I thought that was quite interesting to kind of, kind of goes between getting the trust of your audience because they're fine, you know, are they going to find, um, content that is valuable to them. Plus, also with, um, retaining the attention of their, of his listeners by addressing pain points that they've got so that they feel heard and understood is important.

Matt Edmundson: Yeah, it's so true. Um, I like that. I like the attracting butterflies analogy. It reminded, there's a scene in a movie where he teaches the kid how to attract butterflies and I just. It'll come back to me which movie it is, but that's the scene playing in my head right now. And, um, I, uh, yeah, my head's a very weird place, I get it, but it's, it's, it's, it's just a really interesting analogy, isn't it?

Does that make sense? Yeah. And so I think this is important if you're creating courses, because ultimately with a course, the course has to be the next level, right? So if you're delivering really super high value content, and this is not me saying your podcast should be rubbish because that defeats the whole object anyway, right?

But if you're delivering super high value content, I think sometimes people think to themselves, well, I don't need to buy this. I'm getting everything, I'm getting everything here. And so I think the course, if you're doing the digital information stuff, you then have to differentiate it well. So I was talking to a guy this morning, he's, he's developing a high value course going to sell it for about three grand.

Sadaf Beynon: personality, personality, but just

Matt Edmundson: like, um, can you turn up every Tuesday night at six o'clock and do like a Q and a, can you, um, you know, your, what can you do?

Can you, can the course be like a 90 day challenge rather than this open ended thing that you never are going to complete? Um, and so I think there are problems with courses, but I do think if you sell courses, having a podcast is a great way for people to get to know, like, and trust you. There's just this sort of fine line you have to work, walk between the content.

You give for free in the content you try and pay for. Does that make sense?

Sadaf Beynon: Yeah, it does make sense.

Matt Edmundson: I think Amy Porterfield does it very well.

Sadaf Beynon: Yeah.

It's not her. Um, I think it's Marketing Made Easy, Amy Porterfield, but I think she walks that tightrope quite well. Does that make sense? Yeah,

Sadaf Beynon: it does. Cool. Um,

Matt Edmundson: so yeah, how to attract and retain the attention of your listeners with content that resonates such an important thing.

Mm-Hmm. .

Matt Edmundson: Because if it's like, with this podcast, if it was boring or it didn't resonate or you couldn't pronounce, you know what it is people are gonna learn at the start of a podcast.

I, you know, I, I'm subscribed to the show, but I don't listen to every episode, but then there are some people who are just stark Raven fans of your content, always sharing it out and all that sort of stuff. Yeah. Yeah. And

Sadaf Beynon: it's because they're getting something out of it, right? There's some kind of, um, pain point or some need that is being filled by listening to that content that's helpful to them.

Yeah.

Sadaf Beynon: So I guess maybe it comes back to really understanding your audience and being able to deliver content that's going to resonate.

Matt Edmundson: That's a mic drop moment, ladies and gentlemen, right there. Understand your audience, deliver content that's going to resonate. If I had a microphone that wasn't plugged in, I I just, I can't, these are on beer mobs, I just can't draw, and I'm not going to, they're very expensive microphones, I'm not going to do that.

Sadaf Beynon: Do you want to take it? Do you want to start?

Matt Edmundson: Uh, how to use testimonials to showcase your expertise and build credibility with potential clients?

I thought, um, uh, this was not his most interesting point, but this is something I don't think we've necessarily talked about on the show before. Whereas I know we've talked about no like and trust, and I know we've talked about, um, content that resonates on many occasions. But this I thought was genius. I mean, this was utter genius in the sense that he,

he is featuring his clients on his podcast. Um, and, and, and the more you think about that, the, the, the, the more genius that is because you're, they're talking about themselves. So you're, you're profiling your clients. So they feel great. You're giving them a good experience. So they're going to stay with you.

Sadaf Beynon: Yeah. And I think, um, I don't know if you were touching on this before, maybe it was something else that we were listening to, but

Matt Edmundson: you can totally steal my idea. Okay,

Sadaf Beynon: great. Um, but it's, you know, about the tone and getting to know, like, and trust the host. It's, it's kind of like that with the host guests as well.

As, um, like a, as a partnership business partnership, then they can probably put themselves in that client's shoes. Yeah. And that makes, that bridges that gap so much quicker, doesn't it?

Matt Edmundson: Yes, it does. Yeah. And so many levels. Mm-Hmm. It's really clever, really, and again, you can keep thinking it through all the things that we've talked about on this show.

Apply here. So, um, you're profiling your client. They feel good. They're going to share the podcast out, hopefully on social media. Um, or the chances are, if they're your ideal client, they're probably connected with people who will, who also will be your ideal client. And so you're reaching into their market.

Cause I, I, it's almost like I want to keep it secret. I want to, I want to protect them from the wolves of my, you know, who are my competitors, um, to which I would probably say, actually, I think your competitors probably know who your customers are anyway, especially if their competitors worth their soul.

And if you're delivering a good experience. Then the customers are going to say, it's not like your customers don't know about the other services, right? It's, I think it would be, it's, it's almost naive to think that way that we can, we can put somebody in this sort of protected bubble. But I think if you've got a really good client who is really for you, cause they've had a really great experience

and

Matt Edmundson: you are going to help that by doing a podcast with them.

So when we talk about podcasting for eCommerce. Which I think is, is a different, I mean, it's a topic in its own right, isn't it? And we, we have our own eCommerce businesses and, and, and using podcasts to grow those businesses is, you know, uses a lot of the strategies we talk about in this business, but I think it's got a lot of nuance and subtlety on top of that as well.

But featuring your clients on that podcast. Um, you know, is, is a really clever thing. Like what problems did you have? How did this product solve your problem? I mean, these aren't direct questions, but in essence, this is the story you're going to get out of them. Um, what's been the net result, what's been the transformation, um, what do you wish you would have known?

You can obviously use the video in reels and ads and all kinds of stuff. I think it's a super, super clever idea.

Sadaf Beynon: Yeah.

Matt Edmundson: You got anything to add to this?

Sadaf Beynon: No. That was great.

Matt Edmundson: Can I add one more thing? Yeah. You sure? Forgot what I was going to say now. That was a really good idea, um, about featuring your clients.

It is really, really hard to put a camera in front of. Your guest face or someone, whoever you wanna give a testimony, it's really hard to put a camera in front of their face and go, tell, give us a testimonial. Mm-Hmm. . And they look at the camera and go, I dunno what I'm supposed to say. I dunno what I'm supposed to say.

uh, uh, and, and, and especially if they're not used to it. Mm-Hmm. . Right. Um, but I think podcasting. They don't they don't have to come prepared in many ways because it's all on you to ask the right questions, right? Yeah, and so getting people to give a testimony to give their story It's so much better in the podcast format because you're asking

them as

Matt Edmundson: opposed to saying please dictate.

And I think it's very hard to get people to do that on their own, but when you're interviewing them, man alive, does that change it?

Sadaf Beynon: Yeah. And I guess like listening to you speaking, kind of, um, it kind of, uh, made sense in that it's, It's a demonstration, so they're, them being on the podcast and talking about the services and even the testimonials or, um, reviews, as you're saying, it's a demonstration of their expertise.

So it's more than just theory when they're talking about it, it's actually got proven benefits of how it's helped them, which then again, has a knock on effect with other potential clients.

Matt Edmundson: Yeah, basically what we're saying is that I can only see nothing but good side. Yes. Um, if I'm, if I'm missing something, do write in and let us know, uh, what we've missed.

You're going to go home crying every night is all Brutal, man. Brutal. Anyway, enough about that. Anything else you want to add? What have we got coming up next week?

Sadaf Beynon: Um, second part of Jerry and Prouse. Second of four.

Matt Edmundson: Second of four, part two of four. Dun, dun, dun, dun. And when does the full episode go out?

Sadaf Beynon: Uh, in about four weeks,

Matt Edmundson: in about four weeks, so,

Sadaf Beynon: or something like that,

Matt Edmundson: you don't know, do you?

And, uh, Once we've done about three or four, usually, we then play, uh, as a bonus episode, you get the full shablam interview that you did with Jaryd.

Sadaf Beynon: Without us butting in.

Matt Edmundson: Yeah, especially me. Especially me butting in. You still butt in, because you're interviewing them. But, um, yeah, I butt out. Do stick with us for that if you want to hear the whole interview with Jaryd, but um, yeah, that's awesome.

So coming up next week is Jaryd Krause., again, part two. Anything else from you?

Sadaf Beynon: Nope.

Matt Edmundson: Awesome. Well, I think that's it from us. Thank you so much for joining us this week. Have a phenomenal week wherever you are in the world, and we'll see you next time, I guess. Yep. Bye for now.

Whether you listen while on the go or in a quiet moment, thank you for letting us talk to you. Remember, every episode is a chance to gain insights and to transform your business with podcasting. So keep on tuning in, keep on learning, and until next time, happy podcasting.