From unremarkable to extraordinary: How podcasting can help your clients get to know, like, and trust your brand | UnNoticed Entrepreneur — public relations for business owners.
Jeremy Ryan Slate , the Chief Executive Officer (CEO) and founder of Command Your Brand , joined me in the new episode of The UnNoticed Entrepreneur to talk about how entrepreneurs can get noticed through podcasting. Apart from running his own agency, he’s the host of the massively successful podcast, “ Create Your Own Life Show ,” and has recently released a book called “ Unremarkable to Extraordinary .”
Defining Who You Are
Getting noticed comes down to defining your message, knowing your public, and differentiating yourself from others.
Too often, people make the mistake of thinking that their public is everyone . And because of that, their message resounds to no one. But whether it’s a podcast, an article, or a TV placement, you have to define who you help, how you talk to them, and what your brand story is.
Many people tend to rely on rote understandings of what the public thinks about what they do — when in reality, they actually know nothing about it. You have to get the right people to know, like, and trust you.
Jeremy has been in the podcast space since 2015. Since then, he’s been helping people to identify their message and find the right podcast for them.
On Influence and Positioning
Jeremy also attended a university in the UK and part of what he studied is about influence in Roman times. And interestingly, what’s happening now is similar to what happened then.
Caesar Augustus (previously known as Octavian) is the first Roman emperor. What he did is to look at what his adopted father, Julius Caesar, and Pompey the Great did. Pompey the Great positioned himself with Alexander the Great, calling himself Pompey Magnus or Pompey the Great. Julius Caesar, on the other hand, positioned himself with the goddess Venus.
They both positioned themselves with people who are already perceived as divine. Doing the same, Caesar Augustus was able to convince people that he, too, was divine.
In today’s context, people are following the exact same blueprint or model. What simply changed is how we view that — because today, people are now more celebrity-focused.
People are trying to figure out how they can position themselves with high-level celebrities who seem untouchable, such as the Kardashians. And in some ways, they can be considered the modern version of the divine.
All this shows is that influence can actually be traced back to ancient times.
Podcasting as Part of Your PR and Marketing Efforts
One of the best ways to connect with people who need to hear you is podcasting. It’s also the best way to get the message of a business’ CEO out.
In other mediums — let’s say it’s a one-minute clip or an article — if a CEO says something, somebody else may come out with a different opinion or interpretation. But with a podcast, a CEO can speak directly to the right people.
And if you come into the podcast world, you should have the right expectations.
Many usually think that it’s going to be something that they can simply start and get a whole bunch of advertising money from; that it would be an easy additional revenue stream for their brand. The truth, however, is that a podcast is primarily a medium to which you can position your company the right way. And you can do that by communicating to the right people and getting them to know, like, and trust you.
It’s a huge education platform. If you can be seen as one educating your public, it will help your brand grow and make people trust you. Whenever they see a marketing message, it will be much easier for them to decide, “I recognise the person. I’ve actually learned from that person. I’m ready to make a buying decision with this company.”
In this light, podcasting can be considered a part of your marketing strategy. Because in this space, you can also see some kind of direct response marketing (e.g. in the way people do calls to action on podcasts they’re in).
However, it’s still primarily a public relations (PR) action.
A “public” is the kind of audience who you wish could understand your brand. “Relations,” on the other hand, is how they relate to you — how they know, like, and trust you. In podcasting, what you’re really getting people to do is to take that first step to know who you are, like you, trust you, and understand your brand. But, at the same time, it also creates pieces that you can market.
To Host or To Be a Guest?
Jeremy’s agency, Command Your Brand, helps people to produce podcasts and be guests on podcasts. But which one is better for a company or an entrepreneur — to have their own podcast or not? For him, you have to do both.
There are too many podcasts out there doing the exact same thing. So you have to wait a bit first before you start a podcast, figure out how to differentiate yourself from the competition and be a guest on other shows.
Then, once you have your own podcast, it’s also a good idea to go on other podcasts to promote the show that you have. Podcasting is basically a cyclical thing.
Many people think that when they start a show, they’re simply going to get found. The truth is you have to get out there.
When Jeremy started his podcast in 2015, there were only 240,000 shows in the podcast space. Now, there are about 3 million. But even though it was a lot less then, he had taken a lot of action to get his podcast out there. He sent hundreds of emails asking people to subscribe. He was texting friends asking them to subscribe. He was grabbing people’s phones to do the same thing.
To get noticed, you have to be willing to take these actions up front while making sure that you have really good content.
When he was starting out, Jeremy also admitted that he was absolutely not a great host. He was not used to talking in front of people or doing things similar to that. But the more conversations he had, the better he got at it.
In sum, having good guests, continually working on your interviewing chops, and taking enough action are key to getting people to notice your show.
On Having a Team
When producing a podcast, the production side is one of the key bottlenecks that people encounter.
And whether you’re brand-new to the space with no team or you’ve been doing this for a while and you already have an established team, you may be hearing this bad piece of advice: Don’t do things that you don’t like to do. Just focus on the things that you’re good at.
During his first three years in podcasting, Jeremy did all the editing, graphic designing, and interview preparations himself. After some time, he hired somebody else and instructed them how he wanted things done. Later on, they were able to get better in podcast production. But, in the event that something goes wrong, he knows how to jump in and handle it because he has experienced doing it previously.
It’s important to understand all the aspects of your business, especially when you’re producing things. Because then, if something goes wrong, you can figure it out and fix it and you won’t get taken for a ride. At the same time, as the founder or as the person wearing the CEO hat, you can also ensure that things are exactly the way you want them.
Why Hire an Agency Like Command Your Brand?
Jeremy’s agency has been helping people get onto other shows. They have connected with a lot of podcasts and they know what these podcast producers want.
With their assistance, you can locate the right shows that will help your brand positioning and help you tell your stories the right way. And when working for each booking, they also make sure that it’s great positioning for you as the guest and for the host as well.
By outsourcing their services, you can also focus on what you’re good at. The biggest help comes in the form of them helping you run your calendar and all the preparations needed. When you’re running a company, you don’t need to do all these other things. If there’s somebody who’s already got the hat for it, then they should be doing it for you.
Like how a PR firm will help you get an interview with a journalist, their agency can help you get an interview with a podcast host.
Getting His Business Noticed
In his early years in podcasting — back when he didn’t have a budget and a team — he was writing for several publications. He was able to figure out how to get himself in as a contributor and he used that to get positioning.
Before writing the book, he had thought of writing a podcast or a PR book. However, this has been done so many times. For his book to transcend, he has to write about really big concepts so that people could know him more, like him more, and trust him more. And by virtue of that, they can also trust his company more.
If you want to get your business noticed and you have the time, his advice is to find some publications you can write for in your niche because that’s going to help you get more established. Then, book guestings on podcasts that you can go on.
The Importance of Having A Personal Brand
The other is that as a CEO or founder, you’re also able to build an asset. Whether you want to launch a new product or move into a new vertical, you can put your asset behind that. If one day, you leave the company, you’ll bring that asset with you and you can put it behind whatever it is that you’ll do in the future. It can be viewed as a sort of personal protection.
Look at a personal brand as having that power to put a marketing engine behind anything that you’re doing.
Success is Available to Anyone
In his book, he wants to show that success is available to anyone. We’re all initially born unremarkable, but it’s the things we do that make us extraordinary.
To find out more about them, visit www.commandyourbrand.com . To learn more about his book, visit www.getextraordinarybook.com . When you order a book, you’ll also receive a free audiobook version and a free 30-day guide on how to be extraordinary. You can also find Jeremy Ryan Slate on and other social media platforms.
This article is based on a transcript from my podcast The UnNoticed Entrepreneur, you can listen here.
Originally published at https://theunnoticed.cc on July 4, 2022.