From time to time, we will bring on guests to go deep on a topic in a particular field. Today’s guest is Tom Schwab, founder of Interview Valet. As we celebrate International Podcast Day, we will discuss the power of podcast guesting and why it is a strategic component of legendary marketing today.
Connecting with People
Tom stresses the importance of podcast guesting, especially for business executives, authors, and entrepreneurs. He believes exposure brings opportunity and podcast guesting is one of the most intimate and targeted ways for customers to know somebody.
“I love podcasts because its a way to really connect with people. You’re not yelling, you’re talking with them. They’re choosing to listen to you.” – Tom Schwab
Mainstream Media vs. Podcasting
Tom discusses how powerful podcasting. He says it should be a major part of one’s content strategy. In mainstream media, aside from the cost to advertise (television, print, and radio), one acquires a limited time and limited space, unlike in podcast guesting, where it reaches hundreds of thousands, overtime.
“You’re tapping into an audience, getting that like and trust, getting introduced by someone, they already know. The other thing too is, if you do a live speech, it’s really hard to repurpose that content. If you do a podcast interview, you can do the transcript to make blogs.” – Tom Schwab
Christopher agrees with Tom, as he speaks based on experience. He mentions how he appears on different mainstream media and only get to share a portion of his thoughts for a few seconds.
“Podcast interview is an easy and scalable way to really go deeper. People will understand you and what really drove you, why you got into the business. People should know they could like and trust you. That’s really hard to do in a 30 sec clip or a little Facebook ad.” – Tom Schwab
The Golden Age of Podcasting
Tom cites Harvard University and the conference that they organized last year on podcasting. They call this time as the Golden Age of Podcasting and there is never the best time to explore podcast advertising other than at the present time.
Christopher also shares that there is a lot of whitespace opportunity in podcasting. He believes that there is a high value for sponsors because podcasts provide a high level of intimacy in terms of getting to know the guests through a conversation.
“I think today, brands want to know the heart behind it. Those people that can get out there early and explain that, not in an ad but in an actual conversation. To me, that’s where you can really build up a lifetime value of a customer.” – Tom Schwab
To hear more about the power of podcast guesting and more relevant information from Tom Schwab, download and listen to the episode.
Tom Schwab knows how to build an online business.
He’s done it successfully several times and now helps others find online success with podcast interview marketing.
Marketing at its heart is starting a conversation with someone who could be an ideal customer.
Tom helps thought leaders (coaches, authors, speakers, consultants, emerging brands) get featured on leading podcasts their ideal prospects are already listening to. The Interview Valet system then helps them to turn listeners into customers.
The author of Podcast Guest Profits: Grow Your Business with a Targeted Interview Strategy, Tom is also Founder/CEO of Interview Valet, the category king of Podcast Interview Marketing.
We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram and subscribe on iTunes! You may also subscribe to his newsletter, The Difference, for some amazing content.
Today, we have a super fun conversation with Brian Schulmeister, the co-host of Grumpy Old Geeks podcast. We shared stories about music and what it was like doing websites for top bands and names in the industry. Of course, we got our grump on! We talk about what’s in the news: undersea data cables, A.I, data breach and many more!
Websites For Music Artists
Brian Schulmeister is the co-founder of Slender Fungus, a design company working primarily within the music industry. His vast experience in building websites landed him projects with big names such as Goo Goo Dolls, Alanis Morisette, Green Day, Coldplay and Rihanna, among others.
He started his career way back in 1996 and he shared some interesting points on how he went on to pursue clients on his own. He also commented on the music industry at the present time and how consumers are consuming it so poorly.
“The generation now and the way people experience music now is so shallow and disconnected from the artist and its singles. Spotify playlist through horrible headphones, it’s just bad.” – Brian Schulmeister
Grumpy, Angry and Too Depressed
Brian Schulmeister is the co-host of the podcast Grumpy Old Geeks, with Jason DeFelippo. The podcast, which is included in Christopher’s Top 5 list, has originally started as a joke but the hosts later realized they were admittedly angry about a lot of topics. Brian admits he is angry and still is but they try to pepper the episodes with humor.
“The funny thing is at one point I literally wanted to quit the podcast. I felt I was getting too grumpy, too angry, too depressed. I really did. It was shortly after the birth of my child and I started to realize that I really need to have a better outlook in life right now.” – Brian Schulmeister
Let’s Get Our Grump On!
In relation to technology topics, Christopher says that it is easy to be cynical and be fun and grumpy on technology but the reality is, technology has made the world a better place. It has created more opportunities and breakthroughs in the lives of human beings.
“We are at a tipping point right now, at least for technology. We can very easily lose control of sh*t right now. There are some important movements going on right now, the whole data and human rights.” – Brian Schulmeister
Christopher discusses some topics that are on the news such as the 8000 undersea data cables from Hong Kong to Los Angeles, or the data breach at Capital One that allegedly also compromised another 30 companies. They also shared a good laugh about different kinds of farts and shared their reactions about a man collapsing his lungs after a 2-hour karaoke session.
To hear more about the Grumpy Old Geeks Co-Host Brian Schulmeister, download and listen to the episode.
Brian lives in Venice, CA, frequents Toronto and London and has spent a lot of the last 10 years happily living out of a suitcase – and a large backpack filled with laptops, cords, wires and various bits and bobs that bloop and bleep.
He’s the co-founder of Slender Fungus, a design company working primarily within the music industry.
He is also the co-writer with Rob Takac of the Goo Goo Dolls in Amungus, an electronica based music project that’s released an EP and played a few festivals.
Brian started with technology at the dawn of time, even running his own BBS at the age of 13, and has stuck with it since then.
And as the co-host of the wildly popular Grumpy Old Geeks Podcast, needless to say, he’s quite grumpy.
Topics discussed in this Oddcast:
Podcasting has never been hotter! Dan Granger joins us today to have a unique, thoughtful and inspiring conversation about performance marketing & podcasting media. He is the CEO of Oxford Road, the pioneer in digital performance advertising, which he also talks about today.
The Incubation Period
Dan has done an incredible job of being early in new digital areas that produce meaningful results both for a performance and branding perspective for marketers.
He started paying attention to podcasting way back in 2006 but not only until the year 2012 did he start monetizing it, through advertisement placement on podcasts. Officially in 2013, they started working with unheard-of brands like Zip Recruiter, Blue Apron and Hulu.
“I had a 10-year background in radio. What was interesting is we get to ride two simultaneous waves that were really, really influential in the marketplace—both in media and general business.” – Dan Granger
Startups Building Businesses in Podcasting
Dan notes that it was all early adapters—geeks and gamers—who tried out podcasting and they resonated with people. Listeners appreciate the fact that something different happens technologically. In addition to that, the audiences were willing to try something that was entirely different and “disruptive.”
“I’m listening to audio in a way that has never been consumed before.” – Dan Granger on early listeners of podcasts
Podcasting is a big deal. Dan shares how a lot of brands got their growth spurt at the back of the podcast industry. They were efficient in buying these podcasts before it started to become popular with the mainstream.
“It really changes when you go ‘I’m really scared to spend this first 10 Grand’ to ‘I just got sold for a Billion dollars’ is a very different culture and priorities.” – Dan Granger
Is Podcasting Merging With Radio?
Christopher agrees with Dan about companies differentiating themselves quickly via podcasting. However, he noted the indirect proportion of the amount of growth and the actual dollar brought about by advertising.
“Yes this is a technological advancement, that means you can have more commercials. So my prediction, in not too distant future, we’re going to see advertising loads change tremendously. You may have to stick around till after the break.” – Dan Granger
Christopher posed an important question about whether podcasting is merging with radio formats. Dan candidly answered that it has many threats more than opportunities and it will be hard to fight this movement.
“There will be individuals who will stay independent — Joe Rogan, Tim Ferris, probably a lot of people like yourself who are really just purist and committed to the craft and love the fact that it’s not radio. It’s got this pirate radio about vibe to it.” – Dan Granger
To hear more about Performance Marketing & Podcasting Media and more relevant information about Dan, download and listen to the episode.
Dan Granger is the CEO and founder of Oxford Road, a leading ad agency and ad-tech developer.
Since starting Oxford Road in 2013, Dan has teamed with countless “unicorn” companies on TV, radio and podcast advertisements on some of the country’s biggest shows, including Tim Ferriss and Joe Rogan.
Fellow entrepreneur and podcaster Mike Flynn joins us today for another great episode. He is a best-selling author and host of the podcast, The Impact Entrepreneur. Today, he talks about his heart-felt book “Master The Key,” the inspiration behind it and his opinions on personal development, commitment and service and many more.
Facts About Employee Disengagement
Mike shares some important figures for employee disengagement at work. He says that “85% of the employees globally are disengaged at work.” Further, 40% of these American employees said they have a side gig that is related to their passion.
“If someone is following their passion and they really dont know what they are passionate about, and they don’t know what they are willing to suffer for, and they still haven’t left their job that they are disengaged at, when that business fails and they fall back from that place where they were disengaged, what’s gonna happen, Christopher?” – Mike Flynn
Personal Development in the Workplace
Christopher cited some of his observations about employee disengagement at work. He cites the visible impacts of this, such as the escalating depression rates and obesity problems.
Further, Christopher shared some important points from Episode 071: How to design a company that people are lining up to work for. He discussed the importance of the personal development of every employee. For him, happy individuals in the workplace result in positive company culture.
“Every company needs to be personal development company because every organization is made up of a bunch of individuals who are grappling with 4 fundamental questions: who am I, how do I show up in the world, what would I do when I get there, who do I do it with?” – Mike Flynn
The Podcast and the Book
Mike also talks about his podcast, “The Impact Entrepreneur.” He shares that he has not earned any money from the podcast for three years. He started monetizing his talents through his book and through public appearances as a speaker. He shares that all his efforts are done out of love.
“I was at a point in life when I needed to reach out to people and learn how they managed the various impact moments: the victories, the failures, the brokenness of their life — and how they turned that into something that served the good.” – Mike Flynn
Additionally, he shares the inspiration behind his fictional book, “Master The Key: A Story to Free Your Potential, Find Meaning and Live Life on Purpose.”
To hear more about the impact entrepreneur himself, Mike Flynn, download and listen to the episode.
He’s back! Podcast legend and co-host of Grumpy Old Geeks podcast, Jason DeFillippo joins us for another dynamic conversation about the world of podcasting. They also touched a few recent topics about “who should be allowed at Disney World,” “why FaceApp is scarier than Facebook and Instagram” and many more!
Podcasting Is Alive!
In episode 006, Jason DeFillippo joined Christopher Lochhead to discuss a lot of random but viral topics. In this episode, DeFillippo did not disappoint as he shared his views on a lot of topics, firstly, about podcasting.
“Those people are like you and I, we stick around and we get through the tough times. We’re not here to make a quick buck. We’re not here to turn a profit on 10 episodes or 6 episodes, on an iPhone on a library. You gotta put in the work.” – Jason DeFillippo
DeFillippo shared his comments about news writers who dub podcasting as dead. In unison, Lochhead shared statistics to prove that podcasting is, indeed, growing. They exchanged stories as hosts, such as their experiences with booking and rejecting guests and advertisers.
“I’m a craftsman, I’m an artist. I love to make new things. I love to try new things, that’s why I love podcasting. There’s always something new to learn but people who come into this, all they want to do is make money and that’s almost everybody that’s coming in now.” – Jason DeFillippo
Viral Issues: Where do you stand?
For a breather, Lochhead cites some viral stories and takes the standpoint of DeFillippo.
Lochhead cites the Disney rant — where a mom’s rant about long queues and childless millennials in Disney World, goes viral. They also discussed Apple’s Siri recordings apparently sent out to contractors for analysis. DeFillippo believes it will not hurt the company in any way, just like how Facebook stock prices rose up after paying fines to the government.
In relation to Security threats raised by Morgan Wright in Episode 84, about deep fakes and Russian FaceApp, DeFillippo brushed these events aside.
“Who cares? This is useless data. These photos? They could get that in the internet already. They care about a lot of other things, but a picture of you? No, ‘cause they’re looking at numbers. They care about your behavior and your demographics and how they can influence you.” – Jason DeFillippo
Moreover, Lochhead and DeFillippo discussed more recent top stories such as Equifax paying $125 for filling up a simple form and for bizarre stories, about a woman cuddling a giant pet snail. They sure did had fun having a rundown on these top and viral stories.
To hear more about podcasting, viral stories and more relevant information from Jason, download and listen to the episode.
Jason is a full-time podcast producer and editor for The Jordan Harbinger Show as well as 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.
Some of the topics covered:
In this episode, Christopher Lochhead shares some insights about conversations (or dialogue) and interviews. Two gentlemen, a guy who messaged him on Linkedin and actor Tom Hanks, were the inspiration for this episode. Both underscored the difference between real conversation and typical interviews.
Safe, bankable and professional
Tom Hanks is one of the most successful and cleanest, most professional, family-friendly actors of all time. His movies have grossed over $5 Billion. He would unlikely get drunk and urinate in a hotel lobby on a press tour — which is why Disney hired him.
To shine a light on our topic, Tom Hanks was recently on Jimmy Kimmel to promote the newest Toy Story. He talked about how Disney enforced strict control over what he can and can not say about the movie.
“Ever wonder why you rarely hear a Fortune 500 CEO say anything interesting? Ever wonder why politicians don’t really answer questions? High profile people have been taught by lawyers and PR people to ‘bridge back’ to their talking points.” – Christopher Lochhead
Everything is Scripted
As Lochhead observed, many politicians, celebrities and even CEOs say the same thing over and over again during interviews. The reason for this is: it is scripted!
Interviews are almost 100% predictable and inauthentic — from the host looks, clothes to the shots, content, and substance. The whole interview focuses on PR talking points, legal constraints, predetermined narrative. Further, the whole “conversation” is rehearsed in advance.
“Interviews are more like classical music. Conversations are different. They are more like rock ‘n roll; they feel a little more exciting and are free form.” – Christopher Lochhead
Conversations are like rock and roll
Conversations are different, as most of the time, the guest and host go off-script. Interestingly, one guy from Linkedin messaged Lochhead and provided feedback. He mentioned things such as “make it shorter, edit it to cut out the non-essential parts and seems not prepared enough in terms of the questions, seems more like an informal conversation.”
Lochhead further explained that that was not the objective of this podcast. However, he does understand that this style of odd-cast is not for everyone.
“People think out loud. They jam. They go beyond well rehearse lines. As a marketing guy, I’ve understood this for a long time. Conversations are way more interesting than interviews.” – Christopher Lochhead
In this episode, we included some of the feedback we received from listeners about how they would describe the podcast to a friend.
To hear more about conversations vs interviews and more relevant information from Christopher, download and listen to the episode.
Christopher advised over 50 venture-backed startups. He is a venture capital limited partner and a former three-time Silicon Valley public company CMO, entrepreneur. In addition, he co-authored two bestsellers: Niche Down and Play Bigger.
After he flunked school, with few other options, Christopher started his first company at the age of 18.
He was a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard, in 2006, acquired that company for $4.5 billion.
Further, he also co-founded the marketing consulting firm LOCHHEAD. Christopher was the founder/CMO of Internet consulting firm Scient. He also served as head of marketing at the CRM software firm Vantive.
Christopher loves his family and friends. He thinks the Ramones are legendary and loves riding the mountains and waves of Northern California.
This is a great episode, with a great guy Eric Hunley, a fellow podcaster and host of Unstructured. He shares his learnings and insights from his guests—whose backgrounds range from FBI, military and law enforcement to entrepreneurs, authors, and thinkers.
The Unstructured Podcast
Eric Hunley hosts the podcast Unstructured. Although he is well-known for his unstructured-style interview, he admits that he does a lot of research beforehand. Further, he leads the guest to a path by asking triggering questions.
“By triggering, it’s not to get them upset per se. I wanna know what their passion is, what makes them tick, why they do certain things, I want them to be excited.” – Eric Hunley
Crime and Investigation Podcast Guests
Eric shares some very interesting (and disturbing for some) stories about his guests with a background in military and law enforcement. In particular, his upcoming guest is an ex-FBI agent. He used to handle bombs but then crossed over into the behavioral analysis unit, with a focus on sex crimes.
“He’s gone into a bit about repressed memories and how things can be planted, and things of that sort and cognitive biases and persuasion and influence and things like that, that fits my interests.” – Eric Hunley on his guest at Unstructured
Eric and Christopher shared their common interests with crime and investigation stories. Moreover, they agreed that people have a lurid fascination with monsters—whether fictional or real-life psychopath and serial killers.
“There’s a Southern Californian Daycare, where 300 children were all molested inside tunnels under the schools. Its part of a satanic worship group.” Eric Hunley, as he recounts one of his guest’s stories in his podcast, Unstructured
Dealing with Authors and Entrepreneurs
Eric shares his experiences conversing with authors and entrepreneurs. He admits he has a hard time closing conversations, especially when the guest has a very interesting story. Christopher shares in response to Eric, that there is a natural arc of conversations, even the sh*tty ones.
“Sh*tty conversations are probably when one or both sides have an agenda. Were not into talking points. I am probably, ironically, a little more interviewing than you are, but still conversational.” -Eric Hunley
Both also exchanged their preparation in dealing with authors and entrepreneurs, which is actually reading their books.
When you actually read the book, you can get an insight into their personality or the message, that is deeper. A lot of times they get blown away by insightful questions. If I can, I do get that stuff out early. When the guest knows you care or give a shit about then, then it becomes a conversation. -Eric Hunley
To hear more about unstructured conversations and more relevant information from Eric, download and listen to the episode.
“Eric Hunley is forging his path in unstructured interview-style podcasts, as the host of the Unstructured Podcast.
It is no surprise that fellow podcasters follow this formula in podcasting.
The unstructured podcast sources a gambit of unique podcast guests, who are based all around the globe.
Eric Hunley has created well over a hundred interview styled podcasts in less than nine months.
His unrelenting professionalism, detail orientated research, and smooth delivery as a host serves as an inspiration to many.
New podcasters and seasoned professionals often seek out his knowledge and advice when it comes to the business of podcasting.
Eric’s previous experience as an instructor at the University of Arizona has helped cement his reputation as an educator.
His position opened many doors for him and has begun to lead to further speaking opportunities. He often draws on his many years of experience as an athlete, marathon runner, coach, and university lecturer.
Eric Hunley is predominantly self-taught and he understands that his students have the ability to absorb any skill with the right kind of guidance.
As such he is beginning to mentor new podcasters who are looking to get on the fast track so that they can successfully build their podcasting careers.
He has also been developing the systems and frameworks needed to deliver a fully comprehensive interview podcast and fast-tracking the guest research process.
Eric Hunley is the author of three books and is currently working on his fourth book. The book is titled “Interview Podcasting: Find Your Voice and Increase Your Authority.”
You can find a list of shows that feature Eric Hunley’s podcast appearances here.
Eric Hunley is married to Leslie Smail and lives in Hampton, Virginia, USA
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.