[Podcast Series] Dr. Jeremy Weisz | How to Build Authority In Your Field
Smart Business Revolution

Dr. Jeremy Weisz is the Co-founder of Rise25 Media, a company that helps B2B business owners connect with their ideal prospects, referral partners, and strategic partners through a done-for-you podcast service. Dr. Weisz has been involved in podcasting for 11 years and was a senior producer for one of the early business podcasts where he helped to put all of their systems in place and helped them add volume, feature, and edify various business leaders.

Dr. Weisz has also been running his own podcast, Inspired Insider, since 2011. He has featured top entrepreneurs, founders, and CEOs of companies such as P90X, Atari, Einstein Bagels, Mattel, the Orlando Magic, and many more through video interviews on Inspired Insider. He also continues to run his own chiropractic and massage facility in downtown Chicago and has also founded a nutritional supplement business.

In this episode, John Corcoran, host of the Smart Business Revolution Podcast, is joined by his Rise25 Media Co-founder, Dr. Jeremy Weisz, to talk about how a person can build authority in his field through different channels. They’ll be discussing the questions a person needs to ask himself before starting the process, the differences between vanity and worthwhile authority, the importance of consistency, and how a podcast can help with building authority.

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Here’s a Glimpse of What You’ll Hear:

  • Why you need and want to build authority in your field
  • The difference between vanity authority and worthwhile authority
  • What are the different channels for building authority?
  • Why building authority involves consistency, discipline, and focusing on the highest and best use of time
  • How to have an edifying conversation with an expert
  • Where to learn more about Rise25 Media
  • John Corcoran and Dr. Jeremy Weisz’s book recommendations

Resources Mentioned:

Sponsor: Rise25

Today’s episode is sponsored by Rise25 Media, where our mission is to connect you with your best referral partners, clients, and strategic partners. We do this through our done for you business podcast solution and content marketing. 

Along with my business partner Dr. Jeremy Weisz, we have over 18 years of experience with B2B podcasting, which is one of the best things you can do for your business and you personally. 

If you do it right, a podcast is like a “Swiss Army Knife” – it is a tool that accomplishes many things at once. It can and will lead to great ROI, great clients, referrals, strategic partnerships, and more. It is networking and business development; and it is personal and professional development which doubles as content marketing

A podcast is the highest and best use of your time and will save you time by connecting you to higher caliber people to uplevel your network. 

To learn more, go to Rise25.com or email us at [email protected]

To learn more, book a call with us here

Check out Rise25 to learn more about our done-for-you lead generation and done-for-you podcast services. 

Right Click here to download the MP3

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Episode Transcript

Intro 0:14
Welcome to the revolution, the Smart Business Revolution Podcast, where we ask today’s most successful entrepreneurs to share the tools and strategies they use to build relationships and connections to grow their revenue. Now, your host for the revolution, John Corcoran.

John Corcoran 0:40
All right. Welcome, everyone, John Corcoran here. I am the host of this show. You know, you guys probably know my story. I’ve been the host of the Smart Business Revolution Podcast for about 10 years, I am a recovering political hack. Well, I guess I am still a recovering lawyer who spent years working in politics including as a speechwriter with stints working in the Clinton White House and for a California Governor. And I’ve been for the last five years partnered with Dr. Jeremy Weisz, who hopefully will be joining us in a little bit, talking about helping people to build life changing relationships using podcasts and content marketing. I’ve been doing it for about 10 years. And Jeremy has as well. And I’ve had the privilege during that time to talk to so many top CEOs, founders and entrepreneurs, all kinds of different companies and organizations, ranging from organizations like YPO, and EO to Activision Blizzard, Lendingtree, Open Table and many more.

I’m also the co-founder, of course with Dr. Jeremy Weisz, of Rise25, where we help b2b businesses with the strategy and production they need to create a podcast and content marketing that produces tremendous ROI and clients and referrals and strategic partnerships. And in this episode, this special live episode, we’re going to be talking about how to build authority in your field, we’re gonna be breaking that down on how to build your authority so that people listen to you in your area of expertise. But first, before we get to that, this episode is brought to you by Rise25, where we help b2b businesses to get clients referrals and strategic partnerships. We’ve done a few podcasts and content marketing, if you’re listening to this, and you’ve ever thought, you know, should I do a podcast? While I say yes, I’ve been telling people for 10 years, they should as well, because it will change your life, you will build amazing relationships if you do it right. I highly recommend it to everyone. So if you want to learn more, go to rise25media.com.

Alright, so we’re gonna break this down and talk about some of the different elements around building authority. So first of all, I think you have to ask yourself, do you even need to build authority? And why are you building authority? But first, do you even need to meet me to build authority? The reason why I say that you need to build authority is because initially, a lot of people tend to go and do what they have done previously, what they’ve done before. And they tend to do the same thing over and over and over again. So you see it all the time, where I see people who have written a book, they’ve been practicing in their field for 20 years, maybe they haven’t even written a book. But they’ve been practicing in their field for 20 years. They’ve got all kinds of great past clients. They’ve got testimonials, they’ve got clients who say great things about them. Maybe they’ve written for different publications over the years. So they’ve year, so they’ve built authority that way. In other words, they’ve built authority already, they have enough authority, and then it just becomes layering upon layer upon layer. You know, maybe they start teaching at a local college, you know, a professorship or something like that.

Here is Dr. Jeremy Weisz. He’s joining us. Welcome. Welcome. Dr. Weisz. Thanks for joining us. And so we’re in the midst of talking about number one. Do you even need to build authority? And the problem of so many people who already have enough authority and the CIO, but they keep on and on because it’s what they know and what they’re comfortable with and what they keep on doing. So they sign up to teach a course at a college nearby, or they write an additional article for another esteemed publication, or they write in an additional book even though they’ve written a couple books already. And they kind of go back reflexively to things that they’ve done before, and do more of the same. Any thoughts on that? Dr. Jeremy?

Jeremy Weisz 4:36
No, I mean, I think that there’s multiple if there’s a multiple benefit to doing something that’s going to boost your authority, then I’m all for it. If it’s just a redundancy on something you’ve already done, unless there’s other benefits to it, then there may be not as much of a need for it. Like for example, like you said, you know, increasing authority By having other titans of industry connecting with other Titans industry, if we’re talking in the form of a podcast, right? having another Titan of industry increases your authority I’m all for. Right?

John Corcoran 5:14
That gets to a point that I definitely wanted to make, which was to not just create content in the abstract, to not just create content that builds authority, but also to use the content to grow your network to connect with perhaps, thought leaders in your field, connect with potential referral partners, strategic partners, which is what you’re getting at.

Jeremy Weisz 5:39
Exactly, yeah.

John Corcoran 5:42
And so the other point we want to make is, what’s the big Why? Why do you want to build authority? What is the ultimate goal here, you know, you don’t want to just do it just for the sake of vanity, you know, you don’t want to just for the sake of getting your name out there, because you can keep doing that over and over again. And you wouldn’t be able to measure whether you are actually achieving results from it, it needs to actually result in some kind of metric that you’re seeking to pursue. So is it getting clients? Is it getting more referrals? What is the end goal? Is it getting your business sold? Is it getting a job? What is the purpose behind the authority so that you can measure whether you’ve been successful or not? Jeremy, your thoughts on that, would you would you say is an example of that,

Jeremy Weisz 6:33
let’s talk about vanity authority, versus like actually worthwhile authority, what would be an example of vanity authority versus worthwhile?

John Corcoran 6:48
I’ll give you an example. So I actually was listening to a book on Audible the other day, which was it was about seven or eight years old, but it was talking about someone in that book was talking about how they believe that you should be on Twitter every day, and tweeting 15 to 20 times a day in order to establish your authority. I would argue that that is not necessary, you know, maybe that would build your authority in certain fields. It’s highly dependent on what industry that you’re in. But it’s not an end result. You know, the end result is clients in the door revenue, the door product sold something like that. So you have to be clear on what that authority is going to lead to because if you tweet 15 times a day, and you build authority, but it doesn’t actually end up in any difference for your business, then what was the purpose?

Jeremy Weisz 7:41
Yeah, it’s like vanity metrics, versus real metrics. So you’re saying vanity metrics of maybe likes or followers or whatever. Now, if that results in non vanity metrics, which is actually real relationships and doing business together, then that’s totally fine. But I think oftentimes, sometimes we go after the vanity metrics, when even having a small circle of five people as opposed to having 1000 people view something is way more beneficial for a business.

John Corcoran 8:17
Exactly, you just have to be clear on what the ultimate metric beyond the vanity metric is. So you’re not just pursuing the vanity metric, I guess, would be a way to say and use it for other social platforms as well. You know, I mean, you could go and, you know, create 15 Tick Tock videos a day, or you could post 15 times to Instagram and you know, maybe it does build some kind of authority in your field, if your field is active on that particular platform. But again, it’s got to lead to some kind of result. So that’s another big one. Now, let’s talk about the third point: want to make its channels so different? You want to think about what channels you can use in order to build authority, and there’s, there’s a lot of them, right? So things that build authority include a book, a book, book builds authority, writing for publications, especially well respected publications in your industry, in your field, speaking on stage, or virtually, so in person, or virtually, doing training or workshop helps to build your authority. And of course, podcasting, which we’re huge advocates of, as well. And I’ll just speak from my own personal experience. I’ve done just about all of those, you know, and not to denigrate those different ones. There are advantages and disadvantages to each of them. But what I found was that if you want to use your content, to build authority, and also to build your network, that there were not not any tools that really could hold a candle to podcasting. So for example, I wrote for Forbes one year or a couple of years. And, you know, I built some great relationships with it. I used it in order to broaden my network and connect with some people but ultimately at the end of the day, year, I found that because of the amount of effort that it took to put into it, I may be connected with a half dozen or a dozen different people, because it took a lot of work to write these articles and interview people and all that kind of stuff, high quality bar high bar for the quality that had to go in there. And ultimately found when I shifted my energy from doing that, and was

Jeremy Weisz 10:19
that real quick? Does that mean we’re talking maybe one or two articles for all that work, or what’s the kind of the output?

John Corcoran 10:29
No, it was I was actually profile one person per article, one person got it? Yeah,

Jeremy Weisz 10:34
so cuz I know you’ve done articles where you’ll feature like, 15 people possibly in an article before to, yeah, it probably takes a lot longer to do

John Corcoran 10:43
it actually. I mean, that didn’t even really save time, I think it was a lot of effort doing those, even it but the individual articles were really time consuming as well, it took hours and hours to write the articles. You know, you compare that to doing a podcast, and with the podcast, you know, you’ve got this, this great tool, and Justin crane is here, Justin, good to see you, buddy. With the podcast, you got this amazing tool. And if you do it right, if you delegate the pieces off your plate, you focus on the highest and best use of your time, which is using the podcast as a tool to have a great conversation with a great person who maybe is in your network, or maybe you never would have connected with otherwise, it is nowhere near that time consuming. So ultimately, when I devoted my energy and attention to that, I found that over the course of a year, I was able to build my network so much greater, you know, even if you do a weekly podcast, that’s 50 people that you’re having a great conversation with, using much less time than it took to write a book or it took to write no long form articles or any of those sorts of things. So your thoughts, Jeremy on different channels to use to build authority? Yeah,

Jeremy Weisz 11:47
I mean, listen, I wouldn’t have even attempted what you did, because I am not huge on writing. Like, it’s just painful for me, you like writing itself. So that was probably slightly a disadvantage, because you like doing it, I don’t. So I never even wanted to attempt that. So I’m also looking for the shortcut in what I’m good at, and I can have a 30 minute conversation with someone. And then you know, obviously, we have a team that helps get that and produce a nice final result that it becomes an article like, so if you think about over 10 years, twice a week, I could have 230 minute conversations, or like, two, two episodes a week. That’s, you know, that number of conversations every month, and that 30 minute conversation turns into an article, a blog post, it goes on all the podcast channels that goes on all the social media channels, I would, I wouldn’t have gotten one article out the door in a year. If I were you, you know, personally. So it’s just easier, it’s just easier to have a conversation and, and that kind of brings up the topic. Sounds like Well, I’m already busy. How do I have time? Well, first of all, we should already be talking to our best relationships anyways, on a weekly or monthly basis. So I find it doesn’t take more time. Because, you know, one of our good friends, you know, I in garlic, if we’re, I’m talking to him, like every other day, possibly. So to have them on as a podcast guest. It’s like just one of those times we need to just say, okay, we’re gonna record this.

John Corcoran 13:30
Yeah, yeah, I mean, that’s the truth. You know, there’s so many ways in which it saves you time because one, you should be doing it anyways. Now there are some people who don’t, right, so then they suffer the roller coaster, the marketing rollercoaster, because they’re not doing consistent networking, business development, and they need to be doing it. So this is a way of building discipline, while also creating content while also getting personal professional development at the same time. It’s something that you know, hold your feet to the fire to do it. So I think that’s a very important point. But it saves you time because you get access to higher caliber people than you would otherwise ever get access to. And you’re more referral I’m a big connector. I love introducing people. And it’s much easier to introduce someone who has a podcast and it is someone who doesn’t. You know, every time I try to introduce people who don’t on podcasts, they’re kind of suspicious sometimes, you know, like one of them inevitably is like, wait a second, what why are you introducing me to this web designer? I don’t need a new web design. You know? He’s like, No, I just like you guys would get along. You know, but with a podcast. You know, there’s not that skepticism, which we naturally have?

Jeremy Weisz 14:37
Yeah, I mean, you mentioned to jump back to one of the other points is kind of the vanity metrics versus real metrics. You know, we’ve come across people and one of my favorite John Wooden quotes is never mistake activity for achievement. And we’ve had people who come out so yeah, like I’ve been posting on Instagram like 11 times a day and and then you look and they have 100 connections on Instagram, like, Okay, well, yeah, that’s if you had a million or 10,000, or a significant amount, maybe that will make a difference. But the base they had there? It just didn’t make sense, right? They may feel good by doing some activity, but was it really leading to the end result they want? Absolutely, absolutely.

John Corcoran 15:27
And, you know, the final point I just want to make for everyone watching or listening to this is that building authority is about consistency, and discipline, and focusing on the highest and best use of your time. Because, you know, I say to people, this about podcasting all the time, look like as a busy individual, CEO, entrepreneur, founder, executive, whatever your title is, look, you have the highest and best use of your time, the things that will actually build authority are not the things that people frequently do like you going into the backend of your website and posting something not a good use of your time, you forward the RSS feed, not a good use of your time, that doesn’t produce the authority, what produces authority is you having great conversations, and creating content, and having great conversation with people that will lead to further collaborations, exposure opportunities, client engagements, referrals, strategic partnerships, that’s what moves the needle. And so really focusing, being consistent about it, not just doing it for a couple of months, and then giving up continuing going with it. And focusing on the highest and best use of your time is really another big point I would make for people. Final thoughts, Jeremy, anything else?

Jeremy Weisz 16:44
No, I think you know, just choose one that resonates with you that you are comfortable with that is part of your, you know, your sweet spot. Because doing and like John said, with consistency, just choose some kind of regular schedule for yourself to do that activity, some kind of content producing activity, where and by the way, it’s also a give, whether it’s in an article or a podcast is you’re not always talking about yourself, you’re just talking about the other person.

John Corcoran 17:19
Yeah. And so I mean, it goes back to, you know, Dale Carnegie’s “How to Win Friends and Influence People”, which is a tremendous book, Ken, thanks for being here. Glad to have you here. Go check out that book. Because it’s all about you know, when you have an edifying conversation with someone, you take interest in that person, you showcase their idea, and it’s even better than doing it at a cocktail party or doing it over lunch, or coffee or something like that, because you’re actually taking their thought leadership, their expertise, which people aren’t always asked about, you know, depending on what field what type of person you’re talking to, taking that in and sharing that wisdom in a way that they feel edified. They feel like a million bucks. And that they can, you know, share on their own LinkedIn and their family and friends will see it and, and they just feel wonderful. And then that leverage leverages the principle of reciprocity, which is great. So just to wrap up all this Jeremy, where can people go to learn more about you and I Rise25, and learn more about how to start a thing?

Jeremy Weisz 18:21
I want to have one last question, but we will point people to, you know, rise25.com and our about page, and that’s where I joke John shows his expertise in how to photoshop himself with every president with presidents. That’s his special skill. You just learned Photoshop, you want to build authority, learn Photoshop, and photoshop yourself in with presidents.

John Corcoran 18:44
Yeah, me was my favorite. That one?

Jeremy Weisz 18:49
Well, you actually Oh, yeah. So go on the about page, check out our background check out if you have questions about podcasting, you always email us. But my last question, John, is maybe this is my last question. Like maybe you mentioned “How to Win Friends Influence People”. Are there any other interesting books that people should check out?

John Corcoran 19:13
I mean, your friend Perry Marshall has a great book “80/20 Sales and Marketing”. I’m probably butchering the name of it, but that’s a great one. I mean, that that goes right to our point about highest and best use of your time for sure. I’m always a big fan of “Give and Take” by Adam Grant. And, you know, in that book, he basically uses a lot of scientific research to establish that it’s the givers that rise to the top of the success ladder in life and so I’m a big fan of that book as well any and for you any others.

Jeremy Weisz 19:45
Um, I love all the ones about the stories so “Tell to Win” is an amazing one, actually. And “Made to Stick” by Chip and Dan Heath is also a great one about stories because I think in general everyone loves a good story, whether it’s for entertainment or business or whatever it is.

John Corcoran 20:06
Yeah. And one more is “Double Double” by Cameron Herold another one that I was just going through recently,

Jeremy Weisz 20:14
I think I bought all of his books on Audible and listened to all of Cameron Herald interview them as well. So yes, exactly. All right.

John Corcoran 20:22
All right, folks, we’ll wrap things up. Rise25.com or rise25media.com or email [email protected] and you can learn more about us. Thanks, everyone. We’ll talk again soon.

Outro 20:33
Thank you for listening to the Smart Business Revolution Podcast with John Corcoran. Find out more at smartbusinessrevolution.com. And while you’re there, sign up for our email list and join the revolution. And be listening for the next episode of the Smart Business Revolution Podcast.