John Wall hosts the super popular Marketing Over Coffee Podcast. He joins Lochhead today in this first installment of a four-part series on legendary marketing. John shares his love of podcasting, the origins of his new book and all things marketing-related.
The Beauty of Podcasts
John believes that podcast is the easiest way to get in front of an audience who seek specific content. Everyone gets busy but they still want to learn and educate themselves. The thing is, they would rather consume media while exercising, commuting, or even while doing the lawn.
Podcasts are also very intimate, not only in the sense that listening to them means willingly letting someone speak in your ear. More often than not, the audience gets to know the hosts for who they actually are. His audience share the same love of the things that John himself is into, after all.
“Actors would be freaked out because people think that they are a character that they’re not, but with podcasting, it is really you that you’re putting out there so they do know the real you.” – John Wall
Marketing Over Coffee
John’s second book, Marketing Over Coffee Playbook, came from the desire to dig into years’ worth of podcast. He figured there was no easy way to get all the good stuff from that much content unless the audience consume all the show notes.
So he and his team set forth and got his existing content transcribed. Put into bite-sized nuggets, readers could easily go through topics they want to learn about, especially on marketing and tech.
“This book lets you take kind of a super shot of years’ worth of shows in one sitting.” – John Wall on Marketing Over Coffee Playbook
AI and Machine Learning for Marketing
Marketing can hugely benefit from artificial intelligence and machine learning, John says. Take for example machine learning for SEO. A marketer can take any SEO tool and grab a bunch of their competitor’s terms to find out how they score against them.
Machine learning makes SEO tools more powerful, too. It helps sift through and produce data on terms you rank at the top for and competitors find hard to crack into. These data can then guide content production to defend your spot in the game.
“There’s basically five areas where we see artificial intelligence and machine learning providing the most value to marketers.” – John Wall
To learn more about podcasts, marketing, AI and machine learning from John himself, download and listen to the episode.
John speaks, writes and practices at the intersection of marketing, sales, and technology.
We hope you enjoyed John Wall on this episode of Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram and subscribe on iTunes!
Lochhead rants about a topic for a raging debate within part of the podcast community. He puts in his two cents on the subject of the fraudcast — podcasts that charge their guests to come on.
“We have never once been paid by a guest to come on this podcast and I think when podcasters do that, they break what you might think of as the social contract with their audience.” – Christopher Lochhead
The Conversation on Fraudcasts
Recently, Christopher’s buddy and fellow podcaster Eric Hunley, host of Unstructured, invited him over for a discussion with another award-winning podcaster Super Joe Pardo. The topic of the conversation? There are certain podcasts like Super Joe’s that for a while now have started the practice of charging guests who come on the podcast.
“I call these podcasts, fraudcasts. And to put it mildly, I think it’s bullshit for a podcaster to charge the guest to come on.” – Christopher Lochhead
Christopher’s Personal Guest Criteria
Every single guest that comes on Christopher’s podcast is someone he is dying to have a conversation with. And all of them, he hopes, are people the listeners would love to listen to. This is the very criteria that he uses, and he does not care whether the guests are big celebrities or not.
“We have many legends whose names you don’t know and these are just people who I think are doing legendary shit that’s different, that’s courageous, and that’s fundamentally interesting, and I’m dying to have a conversation with them.” – Christopher Lochhead
The criteria that he does not use is how much they paid him.
Gray Areas in the Fraudcast Discourse
Of course, there are some gray areas in this discussion. One is that it is fine for guests to pay you as long as you disclose it to your audience.
It is no podcast Christopher would personally listen to. But there are people who would willingly sit through hours of O Shopping Network’s infomercials. To each their own, after all.
To hear more about this hot topic of fraudcasts and relevant information from Christopher, download and listen to the episode.
Why is it even more important now to focus on customers? Today, David Cancel joins his friend Christopher to talk about personal brands and authenticity. They also have an insightful discussion about designing a new category of conversational marketing.
Reputation Before Personal Brand
Everybody seems to be scrambling to become influencers these days. But too often, people fall for the false promises of contrived personal branding. They need to learn the distinction between a personal brand and reputation.
“A reputation starts with ‘carrying the water’, doing the work, producing the results… Becoming a person of substance that can be relied upon to produce results.” – Christopher Lochhead
With a reputation, people would turn to you and know you for your personal brand. But first, you need to have done something repeatedly you will be known for. And only then can you be authentic.
“You wanna learn from the athlete, you wanna learn from the entrepreneur, you wanna learn from whoever that has repeatedly done something—not that they did something one time.” – David Cancel
Big Changes, Infinite Supply
David built Drift with the idea that people have been taught to do certain things that no longer exist. He also had a career centered around the idea that companies have all the control over their offers.
But this setup has become obsolete with the infinite supply of everything in every category. In effect, the customer has a lot more options.
Designing a New Category
After reading Play Bigger, David realized the importance of category design in linking their company’s vision and desired results. They needed to drive back to people and customers. And so they designed a category around conversational marketing.
They aim to espouse the strategy of making customers feel special while delivering what they wanted.
“This is the larger change that we believe is gonna happen in the world, where the customer has control.” – David Cancel
To hear more about conversational marketing, chatbots, and category design from David, download and listen to the episode.
David Cancel is a serial entrepreneur, podcast host (Seeking Wisdom) and angel investor/advisor. He created hypergrowth companies, products and product teams at companies such as Drift.com, HubSpot, Performable, Ghostery and Compete.
David has been featured by media outlets such as The New York Times, Forbes, Fortune, Wired and Fast Company. David has also guest lectured on entrepreneurship at Harvard, Harvard Business School, MIT, MIT’s Sloan School of Management, Bentley and other Universities.
His popular blog DavidCancel.com has been read by 1M+ entrepreneurs, and his Twitter account @dcancel has 180k followers and is considered a “Must-Follow” account for entrepreneurs, executives, and product people.
We hope you enjoyed David Cancel on this episode of Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram and subscribe on iTunes!
On today’s episode of Follow Your Different™, podcaster, investor and real estate rockstar Pat Hiban joins Christopher Lochhead. Learn about his means for horizontal income and his online university. How did his podcast grow to have 150,000 monthly downloads?
Pat’s Many Endeavors
Pat tries to live off of passive income by being an investor. He finds that it’s not much work, spending twenty minutes a day checking his investments and sending out emails.
He also built a company called Rebus University, providing online training for real estate agents. They learn to sell more houses through video courses and sell through funnels. He has also started writing a book, a manifesto of some sort, with his fellow GoBunbance members.
Achieving Podcast Success
Pat also hosts of Real Estate Rockstars podcast, which has over three million downloads. He says that it’s a means to an end since it helps to promote Rebus University to prospective students. With over 700 episodes, it has become one of the most top-rated podcasts on real estate.
While Pat is practically the category king of real estate podcasts, there are people who are quitting. He gets energy by meeting people and talking to them, but this isn’t enough to sustain a lot of podcasters’ steam. They may not be making money or can’t determine how to make it, eventually deciding to quit.
“I think that a lot of people are starting to figure the juice isn’t worth the squeeze.” – Pat Hiban
Different for Everyone
Of course, anybody can have whatever motivation they want in starting their podcasts. Christopher started his own not out of financial motivation, but it has produced a bunch of secondary economic outcomes.
“The podcast has had interesting financial outcomes but it’s kept me in the world in a way that I didn’t anticipate.” – Christopher Lochhead
But podcast success may not happen fast. Anything worth having usually requires time and energy to invest. Most people, if not everyone, get out there and start with ten downloads, but this doesn’t mean a thousand is too far a reach.
“I think it is an itch. I think a lot of people get into podcasts and [are] thinking, this is going to be an instant jackpot. “ – Pat Hiban
To hear more from Pat why being a realtor is a great career and why real estate is a great investment, download and listen to the episode.
Pat Hiban Interviews Real Estate Rockstars is a top-ranked, 3-day a week real estate podcast, hosted by billion-dollar agent Pat Hiban. He interviews the best of the best in and around the real estate industry.
He built a team of over 50 members and made millions in the Real Estate Sales World. Pat then realized he had spent over two decades being lead by mentors while growing very few mentees.
At this point, he wrote his New York Times Best Selling Book – “6 steps to 7 figures, A Real Estate Professional’s Guide Building Wealth and Creating your Destiny.”
Not too long after, Pat Hiban Interviews Real Estate Rockstars was born.
We hope you enjoyed Pat Hiban on this episode of Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram and subscribe on iTunes!
What exactly is AI and why does everyone insist on using the term to cover a multitude of basic software? Jason DeFillippo of the Grumpy Old Geeks and The Jordan Harbinger Show joins us for today’s episode. He talks about tech trends and why the blockchain is the second coming of push.
“It’s an Excel spreadsheet that has track changes turned on that everybody has access to.” – Jason DeFillippo on the blockchain
Three Things We Learned
Grumpy Old Geeks vs The Jordan Harbinger Show
Jason is having the time of his life being part of two shows that infinitely differ but also share similarities. Grumpy Old Geeks is the show for tech veterans who have seen it all and want to get a few kicks by making fun of new tech. The Jordan Harbinger Show is a cerebral podcast that challenges its listeners and guests to think.
Marimba, PointCast, and Blockchain
Jason has seen a lot of things over his twenty-something years in the tech sphere. Among these is the quick rise and even quicker downfall of the enterprise and consumer versions of the push software: Marimba and PointCast. According to Jason, this trend is visible in today’s second coming of push: the blockchain.
AI: Fancy name for basic software
Blockchain is right on the heels of AI, the ambiguous term everyone uses to call a bunch of software that run through basic machine learning and algorithms that make it pretty difficult to enjoy the Internet. This term was coined long before actual software deserving of the moniker began to exist. And even then, the programs are pretty far off what the sci-fi novels had planted in our brains.
New tech turn up fast. But the trends are there, and they’re almost always bound to be true. If Jason’s informed guesses are correct, then it’s not too much of a stretch to claim that sooner or later, AI and blockchain will meet the same fate as their predecessors.
Jason is a full-time podcast producer and editor for The Jordan Harbinger Show. He is also the Creator and Co-host of the Grumpy Old Geeks Podcast.
Jason has been building websites since the early days in 1994 for clients that range from small businesses to million dollar websites for blockbuster films to his own start-ups.
In 1994, he created the groundbreaking website Spewww which was nominated for a Webby in the first year the awards were held in 1998.
In 1995, a new media company in Santa Monica moved him out to Los Angeles to build the first website for Epson America.
Since then, Jason has launched over 250 websites for major corporations like Paramount Pictures, Sony, Warner Brothers, and Disney.
He also created the two time SXSW Weblog Award winning Blogrolling service as well as co-founded the global blog network Metroblogging.
He has worked at several startups in San Francisco including Technorati and 8020 Media, the publishers of JPGMagazine.com, and statistical aggregator Metricly.
We hope you enjoyed Jason DeFillippo on this episode of Legends and Losers! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram and subscribe on iTunes!
On Episode 183, multi-time Silicon Valley CEO Jay Larson joined Christopher Lochhead in a dialogue that left many impressions. An executive admired by a lot of people in the marketing sphere, he said some amazing tidbits that until now Christopher looks back on. Today, the host mulls over some of the most resounding words left by the CEO of red-hot company Optimizely—to go ugly early.
“In the sage words of Jay Larson, when you have bad news, go ugly early.” – Christopher Lochhead
Jay Larson – Getting to the Ugly Early
This advice is exactly the opposite of what most people would think when they have bad news waiting to be unveiled. Anyone can be guilty of delaying the inevitable, be it a CEO or a politician.
When there’s bad news and they have to go on TV, they would most probably go on about things that may not be relevant to the real issue. They meander around and try to remind people about how great they are before dropping the bomb.
When you fall prey to the bad news and don’t put it right on the table, you communicate to everybody that you’re not on top of it. You fail to be professional, unable to show that you have a grasp of the facts.
It doesn’t matter whether you are an entrepreneur, a CEO of a company or a leader of any kind. Not dealing with and resolving a bad news upfront mean undercutting your power.
Facing the Ugly Head-on
Dishing out the good news before the bad is a disservice to both you and your constituents. This doesn’t help address the problem at all, and it reflects badly on your leadership skills and ability to manage a business situation.
By being honest with the status of your business, you will be braver in fixing the problem, and so will everyone around you. So go ugly early.
Listen and download to the episode now!
Bio / Links:
Jay Larson started in sales in Oracle and Siebel. He became Head of WW Field ops at Mercury Interactive, Head of Sales at SuccessFactors, President of Jive, CEO of Birst. And now, the CEO of red-hot Optimizely.
We hope you enjoyed this episode of Legends and Losers Unlocked Go Ugly Early! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram and subscribe on iTunes!
Legends and Losers has always aspired to capture lightning in a bottle and be a podcast unlike any other while adding value to people’s lives. But this show is as silly as it is plentiful of knowledge. On this 200th episode, Christopher Lochhead and Jaime Jay trade stories both ridiculous and legendary.
“Get out and experience life a little bit.” – Jaime Jay
Jaime Jay – Crazy Airplane Tales
Some airline has finally come up with an addition to their business class seats that passengers wouldn’t want to miss—pillow menus. This successfully reinvents the word, “chillax”. People can now pick their preferred travel companion from a wide array of pillows and cases.
In the true spirit of airplane anecdotes, Jaime also shares an oily plane story involving a woman with a bouffant do and the greasy spot unfortunately branded on a plane seat.
Befriending Your UNI
When it gets lonely, people can turn to UNI. A magic AI friend, UNI can be your companion one tap away. UNI can do anything from chatting to dancing, and while it’s terrible, the UNI phenomenon is something we can all learn from.
Business Buzzwords to Kill
Some business buzzwords deserve to die in 2018. While they have revolutionized the sphere, some have become obsolete. This not only springs from a creative standpoint, but also from the fact that language constantly evolves.
Solution, for example, is a word everybody uses but is hardly ever meaningful anymore.
“Solution—I hate that word… Whenever I think to say ‘solution’, I check myself and I try to think about another word that I can use that’s more meaningful and identifies whatever it is I’m talking about rather than just vague, old ‘solution’.” – Jaime Jay
To hear more incredulous stories and why words like ‘disrupt’ and ‘solution’ should be considered throwaways from Jaime Jay and Christopher Lochhead, download and listen to the episode!
Jaime Jay (twitter: @heyjaimejay)
Jaime Jay is the Managing Director of Bottleneck Virtual Assistants, a Life & Business Coach, host of the popular Stop Riding The Pine Podcast, and co-producer of “dialogue podcast” “Legends & Losers”.
“Like in anything, most people quit. And if you wanna be successful, you gotta stick to it.” – Christopher Lochhead on staying true to your podcast’s brand