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!