I just got off an hour long plus conversion with a friend who happens to be an amazing programmer.
He has recently designed an impressive piece of online software that helps small business professionals get more referrals.
I think he has a great product; but he just doesn’t know how to market it effectively. He already has a sizable list of people who have purchased, but he’s not growing as fast as he needs to.
Whenever we talk, he fills me in on the latest feature updates he’s made to it – all nice and impressive, but when it comes to the big marketing picture, he’s lost. He’s stuck in the details of the project. As I tell him, if he wants to build momentum, he’s going to have move from “technician” to “marketer”.
I see a lot of podcasters like this. They fall in love with the idea of creating a show and getting all these cool audio gadgets to create the audio content. They focus on the details of getting everything setup just right, and somewhere along the way, forget the big picture – getting your message out to your market.
Your podcast is a marketing platform to build your influence within a certain niche market.
Don’t get me wrong, I think having the right equipment to sound professional is important; but remember I started podcasting over 6 years ago with my cell phone and a free service called Blog Talk Radio.
For almost 2 years we built a large audience using a really cheap setup. The sound quality was terrible, but the message was good; or at least our listeners thought so. : )
Years back, I regularly devoured Michael Senoff’s Hard to Find Seminars audio interviews. He recorded phone call interviews using a cheap digital recorder. The audio quality was not that good, but the content was great. As long as the message was good I didn’t care how it sounded. I wanted to learn.
Don’t let the perfect be the enemy of the good
It’s easy sometimes to get lost in the details of wanting everything to look and sound just right; but obsessing about those details can kill your progress.
I’ve had fellow marketing friends who have fallen prey to this with respect to their podcasts. They wanted everything to look and sound just right so much, that they never developed a consistent flow with their audio & video production. They want it to be mistake free. There is no such thing. As my recent guest Ken Boyd put it. “Don’t let the perfect be the enemy of the good”.
I have a marketing client who has struggled with this. He is publishing a new book on diet and eating in November. In order to increase his platform, we set a goal to publish three video and audio podcasts each week for the year. He sometimes gets hung up on thinking every episode needs to look and sound like he’s in a professional studio. He’s created this barrier in his mind.
I have to remind him to get over that thinking, and just get it out! Plus you’d be amazed how well you can clean things up on the back end with editing. People are surprised sometimes when I tell them about all of the mistakes, audio disconnects and other flaws I’ve had to deal with during interviews on my podcast. They don’t hear how bad it was before it went to the editor; they only hear the finished product.
If You Are Consistent, People Will Overlook Your Flaws
My suggestion is to focus on getting your message out consistently despite it’s flaws early on. Remember my motto – “consistency sometimes trumps quality”.
Don’t worry about getting the best equipment for podcasting right away if you don’t have the capital. You can get started pretty inexpensively.
I created a page of recommended podcast equipment for people with large budgets and smaller budgets. You can start with a simple inexpensive mic and the go from there.
Or you can start by simply recording audio from your smart phone. Whatever it takes for you to be consistent.
Just get started! : )