What's Podcasting Got To Do With Marketing?

Automatic TRANSCRIPT

This episode of the Duct Tape Marketing podcast is brought to you by Columbia claims platform that helps growth focused ecommerce brands drive drive more sales with super targeted highly relevant email facebook and instagram marketing. Walk into another episode of the duct tape marketing podcast. I Jan Johnson. My guest today is guy. Kawasaki is Chief Evangelist of Canada. Great Online Design Service in executive fellow of the Haas school a business at the University of cal Berkeley and he has the distinction of being on my show for about six the sixth time. Probably I think we talked about this last time. You're on my show. I think I'm the only person only podcasters to interview for both versions of art of the start and that in a nickel will buy you coffee but yeah so how. We're GONNA talk about our number things today. It's been been far too long Most recent book is called Wise Guy Lessons from life. So we're GONNA GONNA touch on that but I was like to get a little update on canvas so one we start there is an evangelist. This is your only job right to talk about it. I also have four children but who's counting so so I'm the chief evangelist of camera and for those of you who may not have heard of camera It is an online graphics design service beside the Sydney Australia and the essence of canned ways that it has democratized designs that basically nickname eighty one can create beautiful designs for social media posters. Business cards presentations t shirts. Whatever you want and I'll just tell tell you that in the month of October Kemba made a hundred and thirty nine million images so we make about four or five a big images per day at canvas for people all around the world so there you know there are dozens of folks that have tried to crack that nut? Why do you suppose Canada? It was so successful. I mean there are other online design tools. That are around a long time. That haven't been that successful. Well I think that. What are the key decisions? Asians was that we decided. We're going to make every conceivable design type and within design type hundreds of templates. So what I mean by those two words. That aid designed tie is a square. Instagram is the Graham Image Right A. Designed type is a sixteen by nine presentation of design. Type is a a kindle book cover so when you come to Canada you say all right I wanNA create a a pinterest pin. Want great the itsy store. I want a great the Ebay. They store cover photo. I WANNA create the cover photo for my linked in account and all of those. We have the optimal dimensions already. Figured out and A. and within those design types we have hundreds of templates. So you find a tablet that you like you upload your own photo or you use one of our stock photos you change the tax and a- promise you in the time it takes to boot photoshop you could finish design and so oh were they. The I totally agree. I mean the the ease of saying You know for example. If you're working with a small business client like we do and they are on six different platforms and you need a header image. For each hour of the all the things every single one is a little different size is just so convenient. Just go boom boom boom boom so I know that while I mean I don't know if you realize this but even more convenient than going boom boom boob we have a feature called magic re size and what magic is okay so did the basic design for one one. Now we will re size this for all the other five plant. But I don't know about that because that's the ten dollar months one right. I'm not going to pay him dollars. Arbroath not your books are free right now. That that's awesome. So what are they going to stay true. Do you think there'll be a temptation to say. Let's get into audio and video editing and all those kinds of certainly video because we already do that Uh going to sixteen by nine presentations. You know. We're trying to make it so that mere mortals can have beautiful powerpoint like presentations How I don't know we would like it? So that every graphic in the world is produced by canvas. We're not we're not We're not shrinking violence. It Campbell. All right well I guess you just told me I'm GONNA I'M GONNA pony up to ten bucks a month okay we can end this up. You Fourteenth Fifteenth Book Wiseguy. Yeah wiseguys number fifteen. I truly do think it'll be my last asked. Also is because you're out of things to say or because retired well shit. I was a lot of things to say on my third book so I it's partially retired but switching to the next topic. I am now convinced that podcasting is the new book writing because well will. The advantage of podcasting is well. You know you can be in front of your audience. A minimum of fifty two times a year. You can you can change change on a dime so you know next week. If if you know John I says I want to be on your show you can put them on right whereas in your book doc it takes a uterit- a book take six to nine months to publish it. So let's let's say two years and then it's done it's late and concrete and you never going to touch it again Dan unless you fix typos and you know so you get that initial burst of. I don't know maybe for you. You know five million people by your first version and but then in some people some people read it. But it's never picked up again whereas podcasts menier in their face every week as so much better except for the plus. I mean that that one lives on track. Well what the Plus the lasted longer service. But I digress. Uh Well I completely agree with you on the Pie. I mean there's somebody you mentioned an obvious benefit but I mean of the first time you in our map was is through this format and and you know I. I'd like to at least call you. You know a little bit of a friend. you've been word of bike career over the years and I think you know this is worthy introduction. Production happened the first time. And I've done that with most people but see. I'm an idiot because it took me. I'm just a late bloomer. And I took them hawking at forty four at the surfing. It's one at the podcasting sixty five you know just. I don't know why people listen to my advice. I don't even have asking questions because you just going along my purse questions here but I was GonNa ask you that. What did what was the resistance or is it just literally a matter of just didn't get around to it? Oh podcasting okay so it is. There's the the high road answers the low road answer which acidy want I. I want both in. We'll bounce them out okay. So the high road is you know. I'm at the end of my career. I've made a lot of connections. I've made a lot of friends and I can tap into that so that I can interview a Jane Goodall Margaret Atwood a Steve. WOZNIAK Steve Wolfram. Oh from Bombshell Dini. I can get to these people because of I've been with for years and years so I have this tremendous competitive advantage to interview people that many people could not get. Unless you're terry gross or you know maybe Malcolm glad well so I feel like you know and now I have a much better filter system because I'm so much older that I you know theoretically have accords wisdom so I can ask the right questions so you know. My time has come to do a podcast featuring remarkable marketable people. That's the high answer you want to hear. The low answer will also women Thing about the lawyer for minutes so it is your podcast is called guy. Kawasaki remarkable people in. That's ultimately what you're doing so the chances of many actually being a guest pretty minimal. I well I have a test if somebody asks me on the PODCAST Fair test. So we'll several million answer. Then the low answer is when I came out with Wise Guy. I was a guest on many podcasts. So I I got to talking to somebody's podcast story okay. So how often do you do. This one guy said fifty two times a year. Another guy said one hundred fifty six times a year and I said so so. What's is your model advertising his ship? I say okay. So where does the advertising always says. Well there's one or two ads in the pre rolls one or two ads intimate owners one or two ads at the the in and I said well how many people listen to these days. Quarter million. How much do you get parade? Well the front was in the front. Get Twenty grand. The ones in the middle had fifteen grant ran in the ones that the sitting there doing the math. So let's say there's six of them and they're doing like fifteen thousand bucks each on average and I say it six times fifteen is ninety ninety times fifty two is frigging four and a half million bucks. That's you know ten times bigger than any advance answer book I ever Got Alam. I writing books for not mislead sixty five. I just WANNA travel anymore. You're just like surf. Yes so okay. So maybe I can make my podcast successful. Basically podcast surf. I don't know if I'll make four and a half million dollars a year but you know if I come well I I don't even need to come close to that behalf so you know maybe this is my path to retirement tire bed and a better life more surfing. So that's the low answer. I did it for the money to remind you that this episode is brought to you by Cleo acclaiming helps you build meaningful customer relationships by listening and understanding choose from your customers and allows you to easily turn that information into valuable marketing messages there's powerful segmentation email auto responders at ready to go. Great reporting. You'RE GONNA learn a little bit about the secret to building customer relationships. They've got a really fun series. Called Klay goes beyond black Friday. It's a Docu series. A lot of fun quick lessons just head on over to Clavijo Vio dot com beyond BEF beyon black Friday so we're recording this in December of twenty nineteen depend upon when people are listening to this. You've launched the show. Oh already your first guest or at least the first show is able to see. Was Jane Goodall. A lot of people know her work for years with the APES in Africa. Kind of What's the basis of your relationship with her and that interview okay? So about a little more than a year a year ago the person who runs the Ted ex in Palo Alto out of the blue asked me if I wanNA interview Jane Goodall for her at tax ex and that's like will Duh. Of course you WANNA interview Jane Goodall Panic so it actually cost me a lot of money. Because I turned on a speech I coulda got paid speech for the same time I said. Now you know you can always get another paid speech. But how often can you interview Jane Goodall so I interviewed gene in good offered ten x which is on Youtube if people want to see it and I really became friends with her. I don't know sometimes you just hit it off with the person right. And so we've been communicating indicating and stuff like that and I communicate with her staff and pick fitzpatrick and I will always help Jane goodall she wants to raise money. Or you know make something thing go out on social media and then I decided to do this podcast and I said well you know I. I need a spectacular remarkable person as the I guess us who could be. You weren't available so who could be better than Jane Goodall. And so as she she was going to be in San Francisco Org recorded her and Yeah I mean life is good. It's good to be Guy Kawasaki sometimes wall and I I know you have a good relationship. Because I've seen pictures of her grooming you a she's looking for lice in my head which I think was reminiscent of her work in the jungle. Wasn't it yes. Yes who else is up for the show who who else you plan to talk to In the upcoming weeks yes. Jane Goodall is out. So is Phil Zimbardo Phil. Zimbardo is the Stanford psychology professor. Who did the a Stanford prison experiment were kids and kids simulated being guards and prisoners next week? Is Stephen Wolfram. He is the creator of Mathematica and Dan Wolfram Alpha the the search engine got a PhD Twenty Macarthur Award. Twenty one The next week after that. What is Margaret Atwood the author of handmaid's tale? And then believe it or not. We have we man we man from Jackass the MTV series and movie and then I have bought Joe Dini who. I'm sure you heard of because you know you're into sales and marketing like I am so I have bob show Vini he's been on the show. Yep Yeah he's great great so basically. That's the kind of people I have. I mean they you know because a remark they cut. They passed the remarkable test. Yeah Yeah so what do you have to learn to do. This is a different format. Says Different Technology. Maybe a different skill when you feel like What's IT GONNA take you too to get GEICO sake to remarkable podcast hosts? Well I've done a lot of panel moderation and stuff off fireside chats where I've been on both sides so it's not like it's not like us. The Jane Goodall analogy if I was Tarzan and I got off a ship from Africa. Now I mean London will have to figure everything out so I. I've been to this Rodeo. Maybe wearing different hats. But I've been to this Rodeo and have you listened to the Jane Goodall One. I listened to about half of. Yeah you can see that. Well one is to tell you the truth. I believe that the role of the podcast there is to make the guests look great and I also believe that you know if you look at the minute spent who's talking. It should be about ninety ten or nine nineties. Jane and ten is guy and and so. That's something and lots of people have said. You know. I really like your podcast guy because you let Jane Talk. I think a lot of podcasters. It's all about them right. They're just talking and talking and talking and then finally the gift to say something and then the podcast gets back on on a riff. So that's not what I don't step on my guess and now I just I don't I don't honestly. I don't know well how to get subscribers or advertisers but I figure you know if I get all these guests in. I produce great podcasts. I'm a big believer in. If you you. If you build it they will come so I think that's a lot of it and you're also doing the networking. You contacted me to tell me about it and you contacted a lot of people. The Taliban I mean that's you know that's that's kind of marketing. One on one right well. Not Nothing is easy right. I mean well I if you're Michelle Obama and you started Michelle. Obama remarkable remarkable people podcast. I'm pretty sure you'll get five million subscribers in the first day but I'm not Michelle. Wao Do you listen to podcasts. Yes yeah you're you're what are some of your favorites. I listened to Malcolm flat wells revisionist history who are trying to get as a guest. I listened to a wait wait. Don't tell me I I listened to freakonomics I listen to Joe Rogan. Listen to Terry Gross. I'm a big. NPR Fan basically right right right. Yeah Yeah you can hear. A lot of those shows have moved to the podcast format. But but obviously there's still a still broadcast as well. Where do you think this is going? The the audio only begin. Maybe that maybe you're not in the position right now where you want to future cast trends and things you just trying to figure it out to make your work for you but it seems to me like audio content right now I mean podcasts have been around a while but it seems to to me like audio content is really hot. It's going to get hotter. Yes I I I think that podcasting it's kind of like artificial intelligence so artificial intelligence for the last thirty years was going to be the next big thing right. Finally it is so I think we may be there with podcasting. A A lot of it is It's critical mass. In a sense you know apple has created a critical mass. Where podcasting in? It's it's in the same sense I think one of the things I've noticed his. QR codes which was supposed to be a big thing. Apple finally made it a real big thing because now when you you just put your camera on a Qr Code. You don't have to download. A cure reader writes all of a sudden. QR codes make sense. And I think apple did the same thing with podcast it now that they've done so much they put a podcast player on every IOS devices apple created another market yet. And you know I I can do this before. That was the gate and that was one of the initial challenges with podcast and it was hard to get us hard to show people. How will this? Yeah Yeah where do you think spotify quantify fits into this and it seems to me like spotify is is really gaining some traction into podcast space Do they take on Apple. Or is it just broaden the universe for everyone find I mean based on two episodes. I don't consider myself an expert but you know spotify has taking a different position in a sense. They're like Netflix. Right so Netflix. Just does a share stuff anymore. Netflix has series right so so similarly Amazon prime. I watched Jack Ryan on Amazon Brian. The Amazon Prime Olds Jack Ryan right in so spotify. Five tried to create content not just distribute content. And so they're supposed to be making this huge investment in podcasting and We'll look back and say wow. That was a genius. Move or will look back and say well what a Dumbass move and. I don't know at apple if apple said we'RE GONNA WE'RE GONNA GONNA be a content creator. Well they they do that right. They created the morning show for Apple. TV and all that so I guess we'll see I duNno. I think that's a direction. Lot of people are GONNA head in. Wouldn't be surprised. I wouldn't be surprised if Just like you are playing the evangelist role for Canada I'm wondering when people start when when companies like that start bringing in somebody like you to be a guest were to be their spokesperson. I as a podcast well funny. She mentioned that because I chief advantage of canvas and I told Canada I told you know the other people canvas so right now you have your candle social media. You know Instagram facebook all that but and you have your email list but there's a there's a limit to how many times you can send an email to someone in your registered user database and that limit is not fifty two times times a year so I making the case that if we could get my subscriber subscriber base to up chameleon or soul that is a fricken tremendous weapon so if you have a guy called Sakis remarkable people has a million subscribers and Guy Recall Sakis chief evangelist of Canada so at an extreme the pre roll the midway and the end ads could all be Campbell so imagine fifty two times a year. You can hit a million people with an ad three times. Oh my God I mean life is absolutely so yeah. That's going to be a role that I think you start. Seeing is that whether they're media companies or just companies seeing it as another channel channel. I think are going to start buying up people's reach you know with the bucket. Yeah because I mean for the very simple reason the you could hit people much more often with a podcast and you can't with an email milch campaign accenture did a five or six podcast a series of will I am right and you know you couldn't you couldn't hit your accenture database six times or Probably Maybe Eighteen Times Kazura at multiple ads inside the six episodes. There's no way you could hit your install base with eighteen email campaigns. First of all. There's not eighteen interesting email campaigns. You could do so. I think that's the key point is it's far more engaging content at an email ever will obi. Well I mean you know in a sense you know how how does. NPR raise money. I mean you know do you. Don't enjoy the pledge drive right so you feel a moral obligation to reciprocate at an similarly with wikipedia. You don't like to see that only banner where Jimmy Wales is asking in you for money. But because we Pierre provides such great information and content. You feel a moral obligation to donate so you could make the case that if Geico Sakis. Remarkable people has all graded wisdom and advice and inspiration. And then it's you know it's sponsored by Cava. You might feel Geez I should you. You know help guy out and you scandal. That's the way I think it's I think it's a good theory. We'll time it was great. Catch up with you again and I wish you luck in this new venture and I will not ask to be on the show I would just wait. Why by email for for the invitation or if it should well I hope someday to send you that email all right? Let's hope that you have a four files. Yeah we're recording with some new new technology here that That I think is GONNA be awesome. So if you they don't have four files. It's my fault for convincing you to do this and I will appear again. Try It all right. Well I went to seventy Mahalo that care.

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