[Podcast Series] Dr. Jeremy Weisz | What 5 Questions Should a B2B Company Consider Before Starting a Podcast?

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 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.

In this episode of the Smart Business Revolution Podcast, John Corcoran is joined by his Rise25 Media co-founder, Dr. Jeremy Weisz, to discuss the 5 main questions B2B businesses should ask themselves before starting a podcast. They’ll be talking about how to get potential guests on the show, how to get ROI from your podcast and how Rise25 Media helps their clients get the most out of podcasting through their done-for-you podcast service.


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Here’s a Glimpse of What You’ll Hear:

  • Question 1: How do I get ROI from my podcast and why is it so important?
  • Question 2: How do I get amazing people to say “Yes” to being guests on my podcast?
  • Question 3: Am I speaking to someone who has personal experience with creating and producing profitable podcasts?
  • Question 4: How do I turn interviews into long lasting relationships, referral and strategic partnerships?
  • Question 5: Should I take care of the strategy and execution of the podcast myself or get a team?
  • How to get in touch with Rise25 Media

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. 

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Episode Transcript

Intro  0:14  

Welcome to the Revolution, the Smart Business Revolution Podcast, where we asked 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  

Hey, welcome everyone. John Corcoran, here. I’m the host of the Smart Business Revolution Podcast. I am also a recovering political hack and recovering lawyer. I spent many years in politics including as a speechwriter was stints working the Clinton White House for a California Governor, I spent many years practicing law in Silicon Valley in the San Francisco Bay Area. You know, in 2010, I discovered the medium of podcasting. I’ve been doing it ever since. And we’re doing this podcast live right now on LinkedIn, and Facebook. And over 10 years of hosting this show, I’ve had the privilege of talking to so many great top CEOs, founders, entrepreneurs and companies and organizations ranging from YPO to Activision Blizzard, talked to the CEO and founder of Freshbooks recently. It’s really one of the most amazing things I’ve ever done for my business in my life. And I’m also the co-founder of Rise25, where we help b2b businesses with the strategy and production they need to create a podcast that produces tremendous ROI and connects it with their ideal prospects and referral partners. And so today, we’re actually going to be talking about some of these different topics. But first, before we do that, I want to give a quick shout out to Michael Roderick of Small Pond Enterprises. He’s a good friend of the business, and one of the most giving entrepreneurs out there. And we just thought of him because we’re gonna be talking about some of the principles that he espouses as well around how to build better relationships. And I’m excited because my guest is my business partner and friend, Dr. Jeremy Weisz. 

Jeremy Weisz  2:04  

Do you have a full media team behind the scenes working on all the items that you’re talking about that just magically appear on the screen running around behind the scenes you don’t see them on?

John Corcoran  2:10  

They’re all off camera. So what we’re gonna be talking about today is what a b2b business should consider when starting a podcast what types of questions they should really be asking. We’re going to run through those real quick before we get to that though, you know, this episode is brought to you by Rise25 Media. Rise25 helps b2b businesses to get clients referrals and strategic partnerships with Dunphy podcasts and content marketing. You’re listening right now to a podcast. And so if you’ve ever thought once about whether you should do it yourself, I say it is one of the best things you could ever do. And we tried to make it as easy as listening to a podcast. And we really specialize in helping b2b businesses with a high client lifetime value to create a profitable podcast. So to learn more about that go to rise25media.com or email [email protected]. All right. So Dr. Jay, let’s hop into this topic. Let’s break it down for you know, let’s say that there’s a b2b business listening to this right now. And they’re thinking they’re seeing them, podcasting is a hot topic right now, what are the questions they should be asking?

Jeremy Weisz  3:18  

I mean, the first one you and I talk about heavily is how do you ensure you get ROI from a podcast? Because, you know, we see a lot of people start, and then stop. And the biggest reason we see people stop is because they’re not getting ROI. They could love doing it, they have a passion for it. But it’s not sustainable with not producing ROI for the business. And so the question is, how do you? How do you make sure the podcast produces ROI? Right? And it’s all about the strategy. It’s all about, you know, you obviously go out saying, and people always ask us, but the content is going to be amazing, right? We make sure that the content is amazing, right? Yeah. Yes, that they are knowledge and are experts, you yourself are an expert. But the strategy of, you know, who do you have on what topics Do you cover is a big deal when it comes to the podcast?

John Corcoran  4:13  

Yeah. And they’re really the reason why ROI is so important. Because if you want to do it long term, if you want to do it sustainably and profitably, which is really what we want for people, we don’t want people to like start something, do it for three months, and then peter out, then you got to get return for your efforts, oils. We’ve seen it over 10 years of doing a podcast, both of you, we you know, both of us we’ve seen so many people start and stop and the reason that people start and stop, it’s always because they’re not getting that kind of return. All right, so that’s point number one. What’s point number two? Well, the other one is people

Jeremy Weisz  4:45  

always ask us how do I get amazing guests to say yes, and we have another episode people should check out which is about how do you cold email and VIP so definitely check that out. But how do you get guests to say Yes. And oftentimes, John, we go to the coldest of colds. Okay. And we forget about our own network, our own network who has a great network. So, before you’re thinking I want to get, I don’t know, Tony Robbins, I want to get Elon Musk on why don’t you look at people who are in your own network who are experts at what they do and or maybe it’s not someone you necessarily will be a fit for your podcast, but it’s someone that knows a lot of people that could introduce you to other people.

John Corcoran  5:34  

Yeah, and those, those are always an easier way of smoothing the process to get people to say yes to be a guest on your podcast, because ultimately, the podcast is a relationship building tool. It’s a tool for business development. It’s a tool for up leveling your network for for meeting new people, especially in these crazy times Coronavirus, where people are stuck at home, you can’t have social gatherings, it’s more difficult, you know, but even beyond once you get past this phase, I think that a lot of the changes will be longer lasting, where people are gonna realize they don’t want to travel as much, but they still want to build relationships with people from afar. All right, so that’s,

Jeremy Weisz  6:09  

so check it out. So check out how to cold email any VIP episode, we go into greater detail, but really we walk people through how do you know, have great copywriting skills that you can draft outreach messages to anyone but start with low hanging fruit first.

John Corcoran  6:24  

So number three, So question number one was, how will I ensure I’ll get ROI from my podcasts? Question number two, how to get great guests to say yes, take us through question number three is are you really speaking to someone who has a personal experience with creating and producing profitable podcasts? Yeah, I think Go ahead. No, go ahead. Yeah. I think the point behind that is that, look, you know, there may be people who can get you up and running. Who can get you on platforms?

Jeremy Weisz  6:54  

Well, it’s also like, anyone could turn on a mic, you’re like, I’m just gonna do this myself. I’m going to turn on the mic and publish it, which you can do.

John Corcoran  7:02  

Yeah. And that’s really that was my story. You know, I mean, I tried to bootstrap it from the beginning, I was actually practicing law at the time, and I kind of tried to, you know, back then it was hard to get someone to help you with the process. But you know, I really got bogged down in the process, I was trying to oversee multiple different people who did different pieces, too much of it had to go through me, which I just dropped the ball on or didn’t enjoy doing. So I almost gave up, you actually saved me. You know, one year, I only had seven episodes about seven episodes, even though I was intending for it to be a weekly podcast. And you help me put better systems in place that helped me to do that. So you really have to have someone who has an eye on how to create a profitable podcast, because otherwise, and that was the other big thing that you helped me with was, he helped me realize that I needed to steer my efforts towards profit, you know, getting ROI from the podcast, not getting stuck in the weeds. And so then I was much more motivated to keep doing it.

Jeremy Weisz  7:57  

It’s kind of intoxicating in a way because you have it, you can reach out to and get amazing people on. But those amazing people may not serve what your mission is for the business as well.

John Corcoran  8:11  

Right. And that’s the problem with when you start getting incoming solicitations as well. So question number four. Jeremy, take us through that one.

Jeremy Weisz  8:19  

How do you turn interviews into long lasting relationships and referral partnerships in strategic partnerships? Okay. And the biggest mistake people make is not thinking about what you do after the interview is done. Right. So, continuing to follow up, we’ve all heard this in whether in any relationship, it’s all in the follow up. So you want to continue to have some post interview collaboration and conversations. And so first of all, the lowest hanging fruit is sometimes you put an episode on you don’t even message the person that it’s out. Right? You did all this work. And all you do is email the person. Here it is, is live. Yep, share it, email people about it. People don’t do that. Yeah, then they don’t put it on Tat, you know, put it on social media and go, Hey, I just had john Corcoran on. He’s amazing. Check it out. Tag, john. So there’s so many things you can do. That’s just to, you know, I know, when we’re chatting with people we go through, you know, we have at least a 11 that we’ve written down that we go over in detail, but those are just two really simple ones.

John Corcoran  9:38  

Yeah. And you know, that’s a big pain point that people approached us about. They say like, you know, people have been doing a podcast, they say I’ve been doing it for a little bit, but I’m not. I haven’t gotten any clients out of it. I haven’t gotten any referrals out of it. You know, and those are the people who are on the verge of quitting and I hate seeing that, because I found the podcast to be the best tool for actually Exploring collaborations ever created. Because it gives you this opportunity to get to know someone better, they get to know you. And then you explore other other opportunities in which we can collaborate in some way where I can support you, you can support me. And so if you make those mistakes, then you just don’t get those great results out of it. So, fifth question, Jeremy, what’s the question? I

Jeremy Weisz  10:20  

mean, you know, John, in general, what we look for in our life, in the way you build any relationship is you give, and you don’t expect anything in return. So what we love about the podcast is, it gives you an avenue to give to your best relationships and profile them and their thought leadership. So anyways,

John Corcoran  10:41  

yeah, that’s the fifth point, that question to ask. Yeah.

Jeremy Weisz  10:45  

Well, again, like this goes into big mistakes we’ve seen, right? So do you? Are you trying to do it yourself? Both strategy and execution? Or do you have someone on a team overseeing it and a big mistake we see even with highly, highly successful, I don’t know, John, if you want to tell the story about someone we are talking to. And I don’t know if their business was doing $10 million, but what they were doing was what they were actually doing.

John Corcoran  11:14  

So I want to talk to you recently, who and I think people make these mistakes, sometimes in their business, but they were stuck in the weeds on their business, they were actually kind of like the technical expert in the business, they were responsible for technical breakdowns, uploading things to the website, you know, it was a massive business, it’s definitely something that should have been delegated. You know, so I think a lot of times people make the mistake of trying to be the person overseeing different pieces. And when you have a cohesive project, like a podcast, it really should not be the one who’s responsible for overseeing the production on that, or if there’s a breakdown. So personally, you know, that’s why we built our business, the way that we did is we decided that there’s got to be one team that oversees the strategy, the accountability, and the execution and the production because they are really intertwined with one another, they’re related to one another. And this happens all the time where we talk to people that, you know, because of the way they do the production, they end up spending 12 hours a week, you know, on this initiative when it could take a half an hour, you know, yeah. And so you make those things, yes, you make different decisions about these things, then if you know, then you’re able to redirect that energy in that effort to things that are actually going to move the needle for the business, not, you know, on the production side. Yeah.

Jeremy Weisz  12:39  

I mean, we believe that the business owner should be doing two things in the team and that even the team of the business owner should be doing two things, one running the business and building relationships. And then that’s it.

John Corcoran  12:50  

Yeah, absolutely. So we’re short on time here. That was a great quick episode with an overview on how and what questions a b2b business should consider when starting a podcast, Dr. J, remind everyone where people can contact you or connect with us.

Jeremy Weisz  13:06  

Yeah, rise25media.com you could watch a video of John and I bantering like an old married couple. That’s what we do behind the scenes and in front of the scenes. So at rise25media.com there’s a video on there and you can email [email protected].

John Corcoran  13:21  

All right. Thanks, everyone. Have a great day.

Outro  13:23  

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.