From studio. See in the five one studios located in the borough district in downtown, Columbus, Ohio. This is not a future me. I'm Brad Johnson founder and owner circle to seventy media podcast consultants. In each episode. I interviewed businesses and organizations who have implemented podcasting into their marketing strategy circle to seventy media works with entrepreneurs small to mid sized to large businesses. Associations, nonprofits to strategically plan and execute podcast content creation distribution and marketing with over thirty five years of experience in broadcasting in marketing circle to seventy media brings a unique approach to consulting our podcast or clients. For more information about circle to seventy media podcast consultants and how we can help your business begin or better implement your current podcast into your marketing strategy, contact me at podcasts at circle to seventy media dot com and this episode I interview Frank Eggen founder and president of ams Barrett business connections, and the host of the podcast. Networking are ex Frank is putting in an extraordinary amount of time networking with his podcast, and his podcast has the unique flavor that is designed to help him expand his ams spirit business franchise base. Not only does he produce a podcast that provides insight on networking, but it builds his branding for 'em spirit. He's just a few months in. But he already knows his podcast will do what he sat out for it to do. You can find a complete transcription of this episode at circle to seventy media dot com or note to feature meet com- if you like to be interviewed about your business organizations podcasts, send me an Email at podcasts at circle to seventy media dot com, or you can go to my website and fill out the contact information for him from our formation about circle to seventy media podcast consultants and how we can help your business begin or better implement your current podcast into your marketing strategy, contact me at podcast at circle to seventy medium dot com. Here's the interview. As I do with every episode with note to feature me, I loved ask what nonprofit you're supporting or give time talent and treasure to, you know, I don't necessarily have one in particular that I give a time to about four years ago. I sat down and you'll learn as we talk more. I'm I'm into networking, and I there's lots of small businesses that I help to connect one another, but I knew of a series of smaller now for profits. And I said what if I brought them together? What if I brought them together and allow them to learn about each other? And I told everyone who was who's ever been there who comes they said, you know, what I know what? Everyone's number one issue is it's money. And none of you are going to give up your money for the next guy. But let's talk about all the other issues that you have let's just put money aside. Let's talk about all the other issues, and there are ton of issues that are out there. So this is called the charitable roundtable. We meet once a month the second Friday of every month, and I invite in any small non for profit my. Vite small business. People wanna come in. And just learn about what's going on out there. Volunteer or whatever whatever they can do to try and help that small not for profit community. So that's kind of my give to the charitable world. And it's something that I continue to try to invest time and a little bit of money every month and putting a website up and putting Facebook ads out there just to kind of attract other peak. Right. I'll put a Lincoln show nuts about it. Okay. Let's thing have an interest in it share and get a hold of them. Yeah. Thank you. Sounds good. So let's talk about your professional background and history before we get into your podcast professional background. I moved to Columbus in nineteen Eighty-four to go to law school. I had no idea where Ohio State was I had to ask some questions. But anyhow, I came here and go law school. I got a law degree and got an MBA from Ohio State finished up there in nineteen eighty eight from there. I started into really big firm. I was with a public accounting firm. I was attacked. Consultant I tell people I hate it every minute of it except for the twenty six days a year. I got paid. It was it was a good place to work, but the type of work wasn't really for me. So after about six and a half years, I decided to leave and go into private practice. And I told people funny thing happened to me when I wanted to private practice in a funny thing was that nothing happened. I started my career with a really large firm, and that really large firm just give you work, and when you're in small business, you gotta go and haunted yourself, and I had no idea how to do that. So through a series of introductions, I was introduced to a concept of an organization the concept of an organization was based out of Pittsburgh. They brought together entrepreneur sales reps and professionals into a weekly meeting setting where the people learned about each other and the exchange referrals thought, it was neat. Didn't think twice about it? I joined got d did very well through it got lots of referrals could help. Lots of businesses. Make a long story short of one point. I had not. Pretending I bought it. So that was back dating back to two thousand and four. I don't practice law anymore, and I've just pretty much named the organization is Amsterdam business connections and is short for American spirit. And that's what I do. I spend my days working with small businesses certainly here in Columbus. But I have a series of franchisees growing throughout the country as well. So why podcast? You know about a year ago. The notion was kind of put on my radar. I've written a number of books. I think I've written ten different books on professional networking. I do a lot of speaking professional in public. Speaking networking written. A lot of articles. Somebody said, hey, you ought to think about a podcast. This is another way to get content out there. And I right away dismissed it. It's like, okay. I don't I don't understand it. I don't there's so many moving parts to this. I'm so busy. But then over the summer, I was working with a gentleman, and he was as I try and franchise this. He was trying to get me to do what they term a sales funnel. You know? Hey, listen in. And if you next week, we'll talk about this just continually pulling people long teasing teasing teasing, and we were taping that and one of the episodes are one of the segments didn't tape. Well, and we need to re-taped. He wanted me to just kind of do it on my computer and send it to him. And I thought about overnight, and I and it just didn't feel right. And I. I called him the next day. I said, you know, what I don't want to do this. It just doesn't feel right. It's feels. Like a cheap sales ploy is what it felt like. And I said what I really would like to do. I have some so many thoughts and ideas on professional networking things that I could share to help people become more successful. He says, well what you're talking about podcast. Well, I guess I am. And I said, you know, give me a month. I was coming up on a vacation. And it's a busy time. Give me a month. And I'll put together an outline. So I didn't came back to him with it. And I said this is what I sort of want to do. And he really didn't offer a whole lot of help with respect to the nuts and bolts, I was very fortunate because this is happening over the summertime my daughter, who's a communication major Dennis in university was interning with me. And I just asked her I said, hey, Logan. Could you kind of get me a checklist of all the things we need to do to put a podcast together? She did. And we just started picking through things one at a time one at a time one at a time. In on the you know, the hardest things just kind of come up with content. I mean, not the hardest thing I got plenty of content which just deciding okay, what do I talk strategy on. Yeah. Yeah. Exactly. And that's a good problem to have though. Oh, it is. It's the reverse is horrible not to have anything to talk about. But you know, you need to have a podcast. Well, I'm sure there are lots of people out there. Get started in podcasting and get to episode nine and they're like, well, I really have nothing else to say, right. And for me. It's like, okay. I want to limit myself to you know, I could do it every day. But that's not the business, then it's just it supports the business. So I have to stop myself. All right week-to-week. So what factors were discussed in measuring the success or failure of the podcast as you began. You know, I decided when I was going to say when I started, and I and I know some I know some really connected people out there. And my initial thought was I'm gonna go to them and get them on my podcast because then that'll get me at audience right away. And I thought about it's like, you know, what I bet everybody does that. Hey, I'm going to have a podcast, I'm going to get person Exxon, and that will change my world. And I said, no, I'm not gonna do that. I'm gonna come to them. With one hundred episodes under my belt, and I'm going to come to them and say, you know, what I I have a podcast. I've been doing a podcast I've been doing hundred episodes or ninety nine I want you to be number one hundred to me that seemed to be more genuine. So I you know, I I do measure. I do look at the number of downloads month to month and see what's being downloaded. And what's working, and what's not working? But I try not to put too much into that. Because if you have a bad month, you know, the downloads aren't going up, you're not getting as much I just, and I think this is true of anything in any business. You just need to be consistent you need to be true to what you're doing. And that's for the most part where success comes from not just in podcasting. But really in business you just have to get out there. You have to do things and you have to stick with it. And so that's my game plan is I'm just going to keep providing great content, and and just give it time. I from what I'm seeing and feeling myself. That's pretty much the best game plan is the long tail of. It is anything you do take time. And you're going to get better at it. And you're going to find what topics are best over time. Yeah. What what resonates? Some are not going to be home runs at all, of course. But that's but the next one we'll be right. They'd just like making calls of the for sales that one didn't say yes to it. But the next one will than India nets that positive attitude of you're going to get better. You're going to get better. Yeah. Well, I mean, that's that's exactly it, and you get feedback for people say I really like that. I love the stories you tell okay, I need to do more of that. Right. There you go. Yeah. I share with people that the first episode. I did. Well, the first one was just talking about myself, and what my plans, but the first real episode. I did and these are twenty minute episodes at best. At the that's my I want my length to be the total length. Took me eight hours to record. I wanted. I wanted to cry. I really wanted to cry because I'm like this this, you know, I I don't have this is going to be a weekly thing. I don't have eight hours every week right now I've gotten down to the point where a twenty minute episode. I can get done in easily thirty minutes. There you go. You know? So we get better at it makes time exactly and the self. Critique goes lower and lower. And you just get better the interests are better than say was better. You know, what you're doing you critique less? Yes. Thank because. I always have that problem either. Stop doing it or quit dwelling on right? Exac are find out to get rid of the problem. Right. So you have a mix of solo in interview format. I is is that on purpose by accident. It, you know, to be to be honest when I started it was going to be nothing, but me sharing the content from my various books and the stories and experiences. I had I as I indicated a franchise. And so I have groups of of people in my organization all around the United States, and I had somebody reach out to me and say have you thought about having doing interviews? And you know, my initial reaction was this is self serving this guy wants to be on rolling my eyes. And I share these things with him. So, you know, after the fact I said, you know, and you really think this is a good idea, and he kind of came back, and he said, no think about it. So I did which is I think a left there's a lesson in there that, you know, people hit us with ideas. It may not be that idea. But something there's something there. And he said, you know, when you get people on your going to expand your audience like, oh, jeez. You know, you're right. And that's what I have found. So that's how I kind of stumbled into it. And you know, it kind of created a new issue of Okinawa. Find guests, right? Yeah. I think the the adage is if you're going solo your branding yourself if you're. Interviewing your networking, right? You don't really have the opportunity to brand yourself in an interview there are benefits to both dispense on what you wanted to accomplish. But you're right watching out who's approaching you. And why do they want to be on your podcast filtering that out without you know, again, you can always hit delete? And it never gets never gets aired in your stream, which is the benefit of podcasting. Which is great. Yeah. So you are doing some interviews. How do you go about interviewing I should say? Putting the schedule together to interview. You know, I'm struggling with that right now. You know, it's it's I wish I had a great answer for that. I I had a flurry of people right out of the gate that wanted to be interviewed, and I've got more people lined up, but trying to mix it all in with the regular content. General would have done is. Okay. Tuesday's the regular content is is coming out Thursday. I will put an interview out am I doing interviews every week probably not, but I have for the past six or seven weeks, and I probably continue that for maybe another six or seven weeks by the time. That's done. I might have another six or seven. I don't know to a degree interviews or easier. Because they're not you don't have to put the planning in up front. We just talk right to a degree. They're a little more difficult because you have to really kind of put a little more time into editing. Your after the fact when I'm when I'm doing an episode where I'm providing value. If there's something I've said that doesn't come out. Well, I'll stop in rerecord it. And so there's less editing later. Okay. It's done. I'm comfortable, right. So yeah. But there's less planning on the front end and worry about right? So how is the your podcast allowing you, and of course, and spare business connections to showcase your expertise? How did you plan for that to happen? Well, a number of ways like I said, I I've written a number of books on professional networking and might take on professional networking is less about. Techniques and skills, although it comes in a little bit. It's really about habits and attitudes, and how people need to be conducting themselves, and for example, one of the recent podcasts, I taped had to do with our relationships, and I now is to dealing with. Earthbound objects meteors coming towards towards earth. Okay. Sounds crazy. But you know, there's two there's two rules. There's two thoughts on that one. Thought is is that you just go up there. And this is the Hollywood approach you just go up there, and you blow it out of the sky the problem with that is that you have all this fallout still coming towards earth and instead of one big rock you've got one hundred rock earth hurt. And the NASA approach would be to go up to that object in just gently nudge, it gently nudge it out of the path of earth. And so I now which is that to our relationships, and we all have relationships that are not perfect even marital relationships aren't perfect. But I now is it to those relationships that are really detrimental, and you have to approach you can have the Hollywood approaching you can just blow it up in which case, then you have all the fall out to deal with for you can just kind of gently nudge, nudge, it gently nudge that person to be better behaved, gently nudge that person out of your life. So. You know, that's just kind of a way of the that's a message that's really geared towards anybody out there. And that's part of the podcast. The other part of the podcast. The other reason I did the podcast is there's a lot of things that I do with respect to training the members of my organization and locally. I see a lot of these people. So I can I can actually talk to them, but I've got a growing number of franchisees out there. And I want to be able to get these messages out. So in each chapter meeting of our organization, we have a segment that's twenty minutes long for a member to give a presentation. And so in lieu of giving a presentation I want to be able to provide them with content. You know, here's Frank talking about this particular concept the of asking for referrals, or whatever it might be. So that was the other thought in mind again, it's all about repurposing recycling. And you're doing at right now, are you creating content. You have okay how you delivering that to them. Well, it's going up on the podcasts turned on the podcast, not a private channel thing or are signing. Wow. And a lot of it. I'd really geared towards anybody. Okay. But I'll let the franchisees. No. Hey, this is this is an episode that you can deliver. It's just like me talking me doing the program. So yeah, interesting. Okay. I think a lot of businesses missed that aspect that. This is a communication opportunity to affiliates that maybe across the country or offices that are across the country that whether it's public podcast or private channel podcast. At least. It's a message. That's out there disseminated that your Salesforce can listen to it in the car on their next stop to next call. I I think they're starting to learn this opportunity. But again, it's one of those oh didn't know you could do that. I thought podcast was just for the. Public not necessarily. It's an opportunity to talk to who you wanna talk to on their terms. Yep. Very easily. So has this podcast in the amount of time. You've done it lead to has it led to new business referrals do think. Yet. Have you felt that feedback? I can't say that it has. Okay. I can't say that it has an in. I've really only been doing it started September of twenty eighteen Cam. And I think that's a short term to figure that out and feel that love that. And I miss I'm selling a franchise. It's you know, it's it's not cheap to buy franchiser. But it is really opening a lot of doors for me. I for example, I have one coming up this week. I interviewed a guy in Finland. We had connected online through linked in or something like that. And we're just talking and here's a vehicle where I can learn about I can learn about him. He can well he can share what he has it it provides content for me. He's got twenty thousand Lincoln connections. You know, and he's going to promote me. So I don't know where that goes champion. I don't know where that goes. But it's an opportunity. You can't not take. Right. You know, technically, how did you do that? How did you do the interview we did advise zoom you've been using zoom? That's something that just in kind of researching this whole thing. That's you know, some people say Skype resume, I just became very comfortable with zoom. So that's how we did it. Okay. So marketing the podcast, you're publishing schedule every week. Yes. Okay. And then mixing. In some interviews as well when available so a couple of times a week social media strategy. What are you doing to organically help awareness of the podcast when episodes release I will put a post up I have a a maybe not terribly anal as far as podcasters go. But I think John compared to the general public. It's kind of anal when I produce a podcast, I have an XL spreadsheet and Sochi. This is going in here. And here's the title. And here's the length. And here's what you know. Amazing short intro or a long intro. And what's the out tro? And you know, I one of the things I do put in most podcasts is I'll put a little plug for our franchising opportunity. Well, which one of my using just keep track of that. And I'll write up a description at that point in time and from there we populated Google calendar. And so when the podcast release, I've got all the information I need. And I can just go and copy from that Google calendar, and then paste on Lincoln on my profile, and then various groups that I'm involved with same thing with respect to Facebook. And then people will share that out. And and and that's how it's going depending upon who the person interviewing I might make a personal plea to a particular group, for example, if it's somebody within Amsberg business connections. I will. For example, the first person interviewed was in Pittsburgh, while I sent an Email to all the members in Pittsburgh, saying, hey, I'm you know, I've interviewed Dr below you might wanna listen to this podcast. So you're tracking. And you're also putting some call to action as well. In each episode. What is the call to action is an Email to you phone call to you. How how are you putting that in? I do ask people for comments, and you know, generally speaking, I don't know that that's the best strategy because if you stop and think about it most people are when you're listening to a podcast, they're probably in a car or they're probably on a treadmill. The that's the feedback. I'm getting hey, I really love your podcast. You know, I get up in the morning and one day a week. I'm able to listen to it on the treadmill right or a drive in the car. But I do get emails from people with questions. Hey, you know, you talk about you talked about this. But you know, what does that mean? Okay, right away. I know, hey, I have assumed too much knowledge. And then I'll get out. On a future podcast insert, something in and refer back and say, you know, an episode twelve I talked about this. Let me elaborate a little bit. That's fantastic feedback. That's golden it is. Oh, it's golden. Well, it's you know, we talk about running out of material. I don't let you ever run out of material. There's always something there always something. There is always a question about what you've put in play already. Right. And it's allowing that listener the listener base to have access to you. Right. You know, you'll respond in an inefficient way as well. As here are the many ways, you can reach me. Right. Unless do this right now could sharing episodes from the guests. Have you got a game plan? What are you give them to help you promote what the for example, the gentleman you spoke to in Finland? What are you giving him to help you? Yeah. That's a good question. I I have a I have a call a white paper. It's two or three pages just talking about. Okay, here here the topics. We're going to touch on. Here's how it's going to go. You're going to have opportunity introduce yourself. I'm going to answer. I'm going to ask about the podcast is networking are exits all about networking. So I'm going to address questions on networking. What's your pet peeve? Life. What's challenges? You what are some challenges you faced or would advice? Would you give your younger version of yourself? And then I have a list of ten or twelve other questions that they will pick from a at a time. So we kind of we that in in very natural approach. But they have that all ahead of time, which, you know, people appreciate some people never look at. But that's fine too. But at least it kind of gives me a game plan as to what I wanna do as opposed to just getting somebody on, and okay, let's talk share after the episode is done in. Do you offer any links any audio links? That's our thing to help them promoted as well that they were on the podcast. I do I we promote up to Lipson can. So we get a we get a link from them that I will share with them as we get closer. I some of them tried to access. It ahead of time. But if you know Tuesday's six AM it releases. Nothing's there before then. Hey now, thankfully, but sometimes they don't listen to what I have to say. Hey, it's not there. No. It's not supposed to be the right, exactly. So we'll have them share that out. Yeah. You spoke of Lipson. You did some homework, obviously, your your daughter. Why did you both decide upon Lipson as platform? You know? I don't know. I really can't remember the exact reasoning why there were a couple out there Lipson was one of them. And one of the things that she had me do there was a. There was a webinar on podcasting every week. That would have, you know, something here's how you name your podcasts. Here's this. Here's the equipment. You should have can every because it was a little bit of something. And and Lipson was on our list, and that was one of the two things that this particular person had mentioned, and so we're like, okay. Let's just go with that. There's no wrong answer that each platform has its specific nuances some bit better than others. But it all depends on where you're coming from. And what you need that platform to do for you and your website and your business. Yeah. And but they're all equally pretty darn good. At least the major ones that have been in play for the past eight to ten to twelve years. They're pretty solid. They're being certified you can guarantee that the numbers you're seeing are true numbers. Well for us. It was relatively inexpensive in a monthly basis. It's I think it's fifteen dollars. Right. You know? So when you're starting out podcasting, and it just kind of it's not your business per se. It's just something you've added onto your business. You don't want to invest a ton of front so go K fifteen bucks, you know, three months from now, if this isn't working out, I can bail on and I'm really not a whole lot, right? But the, but you're right. They give a ton of value for that. And. It's it's worked out. The equipment you're using to record the podcast. Let's talk about that. I generally do it right on my computer. I have bought blue yetis got a couple of blue yetis as microphones that. I use. They're not the best. But the pretty good from what I could tell again, there was some research done on the front. End list listening, this webinar and kind of looking out there. But yeah, it's generally done on my computer using audacity if I'm using zoom that I'll need to take that file, and I'll need to convert it to an MP three and then imported into audacity and edit from there, but that's really pretty much it learning curve to use. I'd acidy hard easy for you. Well, I cheated because I had my daughter, and she she she pretty much gave me a cheat sheet. Good good. A what? You jumped into it. And did even with a chichi. Yeah. Very very easy. There are times where I might need to text her and say, hey, wait a minute. I'm stuck here. This happened. What do I do here? I think to a degree, I'm impatient. And I I'm just so busy with so many other things in my life in my business that I didn't really have time to kind of climb the learning curve. And so she really kind of helped me up at care. And I'm sure there are lots of things with respect to awed acidy or zoom. Or any of these things out Lipson that I'm not taking advantage of I figure in time. I will. But it it was enough. You know, I know enough that I can get put out a good product. Right, right. Yeah. Yeah. That's I think that's with everything that we buy buy new car. There are a lot of things in your new car right on us for a year, right? Like a computer. You know, you just don't exactly. Future plans for the podcast where where are you going with this? You know, where it takes me. I guess I just plan on continuing to put episodes out as I indicated you wanted to kind of get to a hundred episodes, and then really try and explore some of these quite frankly, that's a really good goal. I think that's very smart if nothing else because then you'll have at least fifty weeks in looking at twice a week even more than that. But I think a lot of people jumping at the wrong way. And you're looking at it the right way get some in that way when your guest looks at what you're doing. Oh, he's one hundred. Yeah, he knows what he's doing. He's not trying to build off of my exactly my network to build him up. He's actually adding value to my world as well right idea early on when I was kind of researching all of this. I had a conversation with the gentleman who was looking to put together a company producing podcasts, and he didn't have a podcast himself. But he knew one of the people that I was thinking of approaching his yeah, I approached him. He told me no unless I had a million downloads. And I know the person well enough to know that that's probably not what they were saying they probably said that. But what they meant is. You know, what I'm not going to be your first episode, very I'll be somewhere down the line. And I think that's fair. I think itself share, you know, it is exactly. And I think it becomes your then working with a season podcast or that. They're going to ask better questions or not going to be listening to other podcasts and go. Oh, that's a good question. I need to ask him that what they're looking for is. What makes you different? You're gonna ask a better question than anybody else has that adds value to me as a to you in as holistically? But yeah, there are there are a lot of new podcasts are looking at ways. I can nail a couple two or three. Great interviews. And I'll be right there at the top. That is not works. Maybe five six ten years ago, maybe because of the lack of number of podcast right now. That's very difficult. Road to drive, right? Well, it's you know, I just tend to put, you know, back your questions, I just tend to put blinders on I'm gonna put out good material. There are people out there who not everybody's gonna listen to every episode. But every episode somebody's going to listen to somebody's going to get something out of. And so from that standpoint alone. It's you know, it's my duty to try and get the information out. And you know, there might be one podcast. I put out that only one person listens to and that changes their world. It's a success. So true. Yeah. And and that's probably the most realistic way of doing this is affecting one person at a time. Right. And because there's one person's add up very quickly writing for time as networking does to right back to your core. Networking does. Exactly. Yeah. So advice for business owners, considering podcasting his marketing tool, it'd be the first steps that you learned from that you should have done or that hand. Glad I did this. Well, I think the first step that anybody needs to do is. Take a hard look at okay, what kind of content. Do. I have just hearing yourself. Talk is not a good reason to have a podcast what kind of value? Can you add there's a I call it? I called Trojan horse marketing where you would a podcast allows you to do is just what a Trojan horses essentially back in back in the day. The the Greeks couldn't break into the city of Troy, so they gave the city of Troy the wooden horse and hidden inside the wooden horse were, you know, these elite warriors in the middle of night. They got out and took down the city and opened the gate, and that's how the Greeks got in. And that's how I look at podcasting podcasting. Is that way that you can get out there and get through the gates of the people you're trying to talk to. They know you're out there. They know you real they know you provide value that's going to open doors for you. Whereas calling literally their gatekeeper and saying, hey, I'd like to I'd like to talk to the CEO or like to talk to this person. That's just not effective anymore. So kind of thinking about okay where what's my game plan? What's the you know, you have to have a purpose? It's like anything if you don't have that purpose. You're not gonna follow through with it. It's not going to you know, it's not going to change your world overnight. I'm not likely won't can't say that for sure. But if you go in thinking, you know, if I put out ten episodes, and you know, pick up a client. It's doing it for the wrong reason. Well, thanks for being a guest on not feature me really appreciate this has been inciteful on on your take on. Why did you podcasting for a networking company, which is great which is pretty much what podcasting can be? So you're kind of pride in the in the zone for what a podcast gonna actually do for a business and you're in networking. Perfect match. Thanks for having me. Doing good work that matters. That's what a career at Mantech means from protecting our satellites in space to protecting our warfighters in the field. And we are passionate about empowering our people to be their best by providing unparalleled job, mobility, and offering a free bachelor's or master's degree in cyber cloud computing, the men and women it meant take pride in doing the tough work that keeps our country safe. Do you have what it takes to join our team? Learn more at Mantech dot com slash careers. The Starlight lounge presents an evening with the progressive box. That's you go tickling the ivories. He just saved. By bundling home and auto progressive gonna finally by a ring for that gal of yours Hugo send dolences. This nice St.. There's. In my. Progressive casualty insurance company and affiliates. Discounts not available in all states or situations.