David Meerman Scott is a friend. He’s been an advocate. He’s been a supporter. He is an amazing thought leader, especially about, you know, marketing and PR today. He actually coined the term newsjacking.
He’s written a bunch of different books, including The New Rules of Marketing and PR and Fanocracy, Marketing the Moon, which is about, you know, the Apollo missions and, and really the marketing campaign that the federal government had to engage in in order to rally people behind this initiative and then Marketing Lessons from the Grateful Dead. I’ve got a Grateful Dead album behind me here. I’m a big fan of their music, and so that’s another one that he wrote. So he’s just he’s put out a wealth of, of different ideas and he speaks at various different places around, around the planet. Really is an amazing speaker.
I’ve seen him speak. So he’s a good friend and someone that I would highly recommend. Go follow his Instagram. Go follow his blog. He actually puts out a lot of content online.
So he really practices what he preaches, follows what he does because he’s a great guy.
Chad Franzen: 11:39
Okay, finally, a case study regarding how maybe a client of rise 25 has benefited from his or her podcast.
John Corcoran: 11:49
Yeah. So I was just talking to a client recently who is an attorney, and he’s an attorney, kind of like I was in not a large community, not a large geographic community. And even his area of practice was even more narrow than that. And we were just kind of casually talking about his podcast, and he just mentioned how he’s had a lot of people coming, you know, a lot of clients who have just mentioned kind of offhandedly as they’re hiring him, basically that, you know, oh, I was listening. I listened to a bunch of episodes of your podcast, and that’s just music to my ears, because, you know, these people without you expending any additional effort.
People are out there consuming this information building trust. You’re establishing greater authority, and it’s not taking any of your time, any of your additional time. And by the time these people, a prospective client gets on the phone with you, they are already so much further along in that buying cycle. They already have greater trust in you. And so that’s exactly what happened with him.
And he said he got a number of clients that were like this. So it’s really cool to hear that sort of thing. And I say that to other people all the time. Look, if you want to build trust and authority in your industry, which we were just talking about, you know, that trust and authority today and expertise is more important than ever. And as far as search engine optimization is concerned, as far as the generative AI engines are concerned, you have to establish that you have that you are an authority, that you have expertise.
And one of the great ways to do that is through a podcast, which then will lead to other authority building opportunities, like invitations to speak on stage, like invitations to speak on other podcasts, like opportunities to co-author books. All the different things that help you to establish credibility. I, you know, over 16 years of doing my podcast, I can tell you that my podcast has been integral to so many of those opportunities from writing for Forbes, writing for entrepreneur, writing for Inc. you know, getting up, you know, I invited one to speak on stage at a conference that Malcolm Gladwell, Gladwell, and Shaquille O’Neal were the other speakers there. So these sorts of opportunities, which are traditional authority building opportunities, can really be traced back to the fact that I have a platform. I have this tool, a podcast, which I can utilize to share my wisdom, share my expertise, and also build my network at the same time.
And those are the really, that’s the magic formula when you combine all of those.
Chad Franzen: 14:27
So his client, this client’s client base probably comes from the city that he lives in and the surrounding area most likely. So it’s kind of a limited market. But the podcast is still quite beneficial, even though theoretically it goes worldwide.
John Corcoran: 14:42
Yeah, absolutely. You know, anyone can listen to it anywhere. So there are lots of people that start podcasts that have some kind of geographic limitation to them, including me, because when I started my podcast, I was living in a community of 275,000 people. I was an attorney practicing law, so I was a professional services, a much smaller legal community to, you know, I mean, I don’t know how many lawyers there were. A couple thousand, maybe.
And in my industry, my particular area of practice was even smaller than that. And so, you know, in terms of geographic limitation, it was tiny. And the number of people, the relationships that it took to move the needle was tiny too. So yeah, absolutely. It can actually, you don’t need to have a business that is of worldwide application in order for a podcast to be tremendously beneficial for your business.
Chad Franzen: 15:42
Okay. Sounds good. Well, hey John, it’s been great to talk to you as always, and we hope that people benefit from all of this.
John Corcoran: 15:49
Yeah. And we’ll put all those links in the show notes. So go to the website and you can check them out there.
Chad Franzen: 15:54
Okay. Thanks so much John.
John Corcoran: 15:55
Thanks, Chad.
Outro: 15:56
So long everybody. Thanks for listening to the Smart Business Revolution Podcast. We’ll see you again next time and be sure to click subscribe to get future episodes.