Podcast Interviews

Garlic Marketing

July 25,2017 / Podcast / Marvin Labajo

Listen to the full interview here ( 36:35 minutes)

 

Full Transcript

Do you really want your company a standout in a crowded digital space? Do you want to get more people to know, like and trust you with your story? Authentic web video marketing agency can help you to collect those stories, the stories that sell, connect the stories to the situation, produce the videos that you need in each of the situations, and then use the least techniques, including video ads, retargeting and email to deliver those video stories. Authentic web, the video production and marketing use trusted by top marketers to help their story. Stand out in a crowded space. Visit Authentic Web.media to learn

you don’t world full of boring stories, bad videos in marketing, misinformation. One very tall man with a weird last name. We’ll use his microphone. Use his video marketing knowledge, red button, and use his friends. Please be on the show to change that you are listening to the garlic marketing show with Ian. Note, that’s how you pronounce it. Well, if you say so, your host Ian Garlic.

Welcome to the garlic marketing show. Ian Garlic here and our guest today has a deep background in TV, but now is inbound marketing evangelist and specifically on podcast. We’re going to have a lot of exciting talks about some cool topics. Dan Moyle from inner belt interview Valet. Thank you so much for being on.

Thanks. I’m glad to be here man. I’m excited.

Awesome. Yes. And, and I just noticed we’ve got almost the same setup of microphones. It’s funny when you do a lot of these podcasts, you always like microphone is that person uses it.

He got a little bit, right? Yeah, yeah, yeah. I love her atrs. Yeah. Atrs. Um, awesome. So Dan used to be in TV. Tell me a little bit about how you got into TV news and where that took you. Yeah, you know, it’s funny, I’m, I’m obsessed with music. Uh, however I had zero talent for actually playing or singing. I won’t sing for you. Um, but I, I loved music way back in the day. I still do, but I thought, you know, I’m, I’m out of out of high school, kind of done some college. I really want to get into music production and a friend of mine had this school over to your near Detroit and I’m about two hours west of Detroit, so it was all about radio, broadcasting, tv, that kind of thing. And I thought, you know, maybe that’ll lead into music production.

Well, I went, I got a great education, worked in Detroit radio for awhile, which was amazing. Yeah, it was phenomenal. And then when I came back to Kalamazoo I knew that it wasn’t going to be music production, so I went and I found a job at like a TV station, one of the radio station and um, I sit them and so I told myself whatever comes fulltime first so I can pay my bills. That’s where I’ll go. And it was TV. So, which is kind of that story now. It’s funny because I, I wasn’t like your typical journalist. I didn’t go to Missou or something like that, but I’m a writer and so storytelling is a big passion. So for me it worked out really well to be, you know, a news producer eventually. So that’s awesome. I mean, that’s a great talent to have an inbound marketing too, is that journalists and top talent and the storytelling because that’s all it is, right?

Oh yeah, absolutely. Um, so then how did you get out of TV and get what you’re doing? Yeah, so I was in the newsroom and I was seeing how the news was going and wasn’t all that excited about it. I thought, you know, it’s time to find something new. And I saw, I guess kind of the writing on the wall that, you know, content marketing, video, social media, all this stuff was coming together and I didn’t have a name for it at the time, but I knew that was like, you know, look, I’ve got almost 10 years experience between all of that and pr and media and news. I should be able to find a job in marketing somewhere. And I started looking around at the big companies in town, like Kellogg that make cereal a striker, that does medical devices, you know, fortune 500 company and they all just wouldn’t even talk to me.

I didn’t have an MBA or a or anything to do with marketing and my background, so, um, but at the same time there was a regional mortgage bank that was headquartered in the Kalamazoo area and they were looking at the same kind of marketing. Um, it was very cool because the owner of the company, mark had read a book from Brian Halligan and Dharmesh Shah, the founders of Hubspot, and of course it’s called inbound marketing genius there on their part. Right. But, uh, he had read that and thought, you know, this sounds really cool. And then saw David Meerman Scott speak a couple of times about it, who of course it’s connected to hubspot to um, and just thought, you know, this is what I have to do. So he, he tucked his leadership team and one of the, one of them knew me through my ex wife, which tells you don’t burn your bridges.

Totally. Uh, but yeah, she connected us and, and, and yeah, it was, you know, they, they courted me, which was amazing. Um, and I just, I launched the inbound marketing strategy for a, for that, that mortgage bank. So, and did you incorporate video into that strategy? Yeah, absolutely. From day one, you know, that was one of the things that they loved about coming from the newsroom is that I had been an editor of a photographer. I knew what I was doing. I had never been in front of the camera. So when I said, okay, I need this equipment, okay, great, no problem, you can have the equipment, will buy whatever you need. And I said, okay, now we had to hire a host and they just kinda looked at me and said, well you can be the host. And I said, I don’t know if you guys realize this, but I have a face for radio. I don’t want to be in front of the camera. But, but I, I took the challenge on and really became, you know, the face of America first for a long time and had a great time doing it. And now I do that for interview of La and I do it just for other that I do and I really enjoy it. So.

And so, you know, it’s funny, I glossed over what interview valet is because I worked with you guys so much, but let’s tell the audience a little bit about what interview view ballet does.

Yeah, the short story is we take, you know, uh, our clients who happened to be, you know, authors, thought leaders, coaches, business owners, and anybody that wants to reach an audience for a specific reason. And we helped put them in front of those audiences through podcasting. And I love what Tom, the founder says, you know, when, when people talk about finding a new audience there, they want to reach everybody all at once. Right? And what Tom says is, look, there’s plenty of fish in the ocean. There’s more fish in the ocean than in a barrel, but isn’t it easier to go fishing in a barrel? And so that’s kind of how what we do, you know, that that analogy kind of brings you back to, you know, like on the garlic marketing show, we’re talking to marketers and people who are interested in this. So rather than just talk to everybody all at once on the big great, great big interwebs, I’m talking to your listeners who are interested hopefully, and what we’re talking about and it’s a better fit. So that’s. So we help our clients get on those podcasts and then we also help them market themselves on those podcasts. It’s not just, hey, I’m talking to a bunch of people, but now as we talk and people are interested in maybe my story or what we do, I can say, yeah, go back to our website, you know, interview valet.com, back slash garlic and they can download this or look at that or whatever it is. So

yeah. And you put some cool stuff on their own interview valet.com/garlic. Uh, what, what all did you put on there? Thank you for doing that.

Yeah, of course. Um, uh, it’s, we’ve got a little download, nine secrets to getting booked on your first podcast. So anybody who’s listening that’s like, you know, I kind of want to do this thing can go download that. And it’s nine tips on how to basically be good and not really work the hosts, so hopefully it’s helpful. Um, and then I also, I wrote a book, uh, how I turned journalism into an inbound marketing career and there’s a free excerpt on there, which isn’t just the intro or the first paragraph, it’s actually how to find this new marketer to lead your marketing revolution. Um, so it’s a nice little excerpt there or you can buy the book, it’s like seven bucks on kindle. Um, or we can book time with us to talk about, you know, interview Valet and then free for you guys. Now, you know, I’m, I’m excited I looked at your background and what you do with video and I love video marketing and so I actually also going to put up on there, I’m a video marketing presentation that I did. It’s a, it’s a pdf, a slide show, but it’s got some tips in there and some kind of tricks and stuff like that. So I’ll put it up for your listeners so they can see that too.

That’s awesome. Super Cool. And I love the fact that, you know, you did this for a big company, so you know, I mean how many TV background because you see a lot of these people out there. I mean I’ve been doing for 10 years, but I see a lot. People are like, oh yeah, I write a book, I have a camera, I know how to shoot video, I’m a video marketer. And I’m like, no, that’s not how it quite works with that. I can only imagine how valuable all that stuff in there is. I haven’t seen it yet, but I, I’m sure it’s awesome. I’m so with. Let’s talk a little bit about the podcast guests thing because I think podcasting, I talked to yesterday, I was uh, you know, I forget who I was talking to you yesterday, but someone was asking me like, monetizing the podcast and why it’s not for me. It’s not about monetizing like directly. And I think that’s where a lot of people think get the wrong impression about podcasting. It’s, it’s such a middle of the funnel, bottom of the funnel thing. For me at least, you know, you’re not going to make a ton of money selling advertising, but then being a podcast guest to I would assume is kind of the same thing. It’s like, yeah, you get in front of other people, but there’s a lot of other added benefits to it.

Oh yeah. Well, you know, we’ve, we’ve found that if the more you can draw people in with your story and then get them interested in what you’re talking about and convert them from a passive listener to an active lead or a subscriber or whatever it is, there’s huge value there. So everything from Seo in the show notes know, I know when, when, when you link to those folks that have been on your, your guests that have on your, on your podcast, and that’s a huge thing because your seo, that link juice passes along to my website kind of thing. Right. Um, so that’s huge just being, you know, in front of a new audience. I mean, if I were to, if I were to start my own podcast, that would take, you know, months or years to build an audience. You have one, so why not just talk to that audience that already is engaged and enjoys what they’re listening to. So it’s a, it’s a really cool thing. I was, when Tom launched this a little over a year and a half ago, whatever it was, you know, he and I had been friends for seven years, whatever it’s been now and, and I’ve watched him do some really cool stuff in the world and now when he launched this I thought, man, I want to be a part of that. This sounds so interesting to talk to people who want to be on podcasts to talk to podcast, to listen to them. And I was excited to start with him this year. So

that’s awesome. Um, you know, and I think one of the things is just getting to talk to people directly about business. Like we had a little bit of Chitchat before the show, but you know, they’re there if you and I were just meet in the real world. I mean, not that this isn’t the real world, but if we were meet like at a conference or something and we’d have 15, 20 minutes of getting to know you instead of going down to business like, but I’d be like, hey, tell me the entire story. That’d be a weird conversation. But here it’s awesome and we get down to business and then I, which I like a lot, especially like I’m naturally introverted, so that doesn’t mean I’m the shy, it just means I don’t like small talk and so that’s been an added benefit. It’s just getting to know people like yourself.

Very cool. And then do you mean, so as podcast, I always think of audio, but you do video too. Do you like, do you like to cross those things over? How do you do? How do you do that?

Yeah, yeah. I mean I love, I, I said like ace and the person, um, you know, it’s like I, I’ve had Perry Marshall on Gary Vaynerchuk, we actually did a live video and cut it up and it onto youtube and having different versions of it. I’m the Gary Vaynerchuk, one is actually on Amazon prime now and you can watch it and um, and you know, optimizing it and having videos because people, everyone learns in a different way. Everyone absorbs continent in a different way. So if someone wants to see something, boom, they can see it. Uh, but the great part about podcasts, I know someone told me the other day, they’re like, I’ve known for awhile. They’re like, Oh yeah, I’ve listened to like 10 of your episodes. I’m like, Nah, they said nonchalantly, but I’m like, you listen to 10 hours of me talking. Right. Which is really cool. Um, but, you know, back to the, the guests thing, I think it’s just, it, it’s a very cool way for someone to get on and get to know people and get feedback and give their information out there. Um, so that’s awesome. You’re doing that. So video marketing, when you were at, you were at first, is that where you were when you were there? Um, what were some of the ways that you use video marketing?

Uh, you know, you think about a mortgage bank is not real. You know, sexy and exciting and like, oh, I can’t wait to watch a video about how a mortgage works. Um, so I, I never, I never went into it thinking I was going to be really funny or really quippy or really, you know, quote unquote interesting. But what I did is I decided I wanted to help people, you know, by getting a mortgage is so complicated. And, and especially at Amerifirst, they do such great niche products. There’s a couple of renovation loans they do or they really help first time home buyers. They do some zero down things that are legit. It was really complicated and so I always wanted to go into it saying the strategy was for me, how do we help people? What questions are they asking, how do we answer it and how do we do it with a thought leader, an expert that makes them feel comfortable when they watch it so that they go, yeah, I trust these guys.

And, and so that was my entire strategy. We did some other fun stuff too, or some kind of that, that tertiary or that peripheral stuff where when you own a home, there’s so many other things that you have to kind of think about. Right. You know how to maintain your home yard stuff. Oh, it’s fall. Do I need to do anything different to my yard to get ready for winter? Because of course I’m in Michigan so we have snow a little bit so it isn’t videos like that too, which were fun ones, you know, five tips to get your yard ready for fall or whatever for the winter. Um, but, but our bread and butter was really those interviews and it’s funny that people, and you mentioned the, the, the person who has a video camera and read a book and they’re like, hey, I’m a video marketer and they tell you we’ll do everything in 30 seconds or less and do it really cool and funny.

And like, no. Actually our, one of our most watched videos for the longest time was an 11 minute interview between my ugly Mug and another dude who was not great to look at. Nice Guy, love the dude, but the two of us who like, like you’re gonna Watch us and listen to us and it was 11 minutes about a specific mortgage product and Ian, I asked questions, he answered it. We talked very authentically and very real and people watched it and it wasn’t just like I watched the first minute and I’m out. I mean 70 percent of the people watched 70 percent of the video. Great engagement. So that was. Yeah, that’s incredible. Right?

That’s a lot. I mean we can talk about a mortgage video that’s, that’s like 80 minutes of something good. But no, I mean you made a good point but I think the key there is providing value and you know, what is valuable not people think video marketing. I think you said in there like advertising. I was reading one of your bio is like advertising is dead and people think video marketing, they think of making an ad and that’s not it at all, is it?

No. Yeah, I don’t think so at all. I mean it, it is fun to do add like videos sometimes and we did, we did a few, but even those, I’m not trying to be the next, you know, chanel number five or the next, you know, a budweiser commercial. I’m trying to do something that’s maybe 30 seconds, a little bit of music, some good copy, but it’s still helpful and engaging, not just, you know, the, the next award winning ad that, you know, Madison Avenue created that nobody cares about.

Exactly. Awards don’t get, don’t work. I mean when winning ads just don’t work generally. Yeah. We always make fun of that agency mastermind with my friend Jason and you know, we’re like, you don’t want awards because that means you’re going after the wrong audience. You are not your customer. Yeah. That’s. So you left it in. And now your cmo here. Interval interview valet. How are you using video at all at Airbnb Valley?

We are just starting to, um, I’ve been with Tom at interview valet for a little over a month now. So I’m still pretty new. I’ve learned a lot of the processes, a lot of the customers I’m having a great time with that. We’re, we’re trying to kind of dial in the customer service thing that they’ve always been really good at it. Now we’re trying to put processes in place and it’s a lot of fun coming up in the next month. We’re going to start adding a lot more video, but what we are doing, you know, I think a video marketing as not just the marketing bringing the leads, but also how do we delight our customers, delay our hosts, that kind of stuff. And one of our, uh, one of our member of our concierge team, she decided to start doing video pitches. So rather than just send a one sheet and say, Hey, here’s somebody that might be good for your show. She’s actually sitting down and using video to tell a story in a matter of a couple of minutes and say, here’s somebody that I think would work really well for your show and why. That’s really cool. Yeah.

Yeah. And then I, you know, because I get the emails from these people, I don’t know who they are and then you get to know them and when we see someone’s face they become our friends. Right. I love that. That’s great. Yeah. It’s so true. And be, you know, if I watched their, I become the front end. So when someone’s your friend, what do you do you buy from them? Whether it’s buying means accepting them, someone else on the podcast or we’re just opening up your information. I think that’s super cool. Um, what is she using a specific technology to do that? Let me,

uh, yeah, loom video. Yeah, just do a quick loom, throw the email and send it and it’s awesome.

Yeah, we’ll put a, we’ll put a link in the show notes. We’re using it to. And to your point, that’s. I try and get across marketing is not just about getting leads and video marketing doesn’t, it shouldn’t be about getting leads. Should be telling the story over and over and over again. Customer Delight, telling people how things are gonna, work process, videos that are so important. And so I love that, you know, you’re, you’re, you’re using it like that. Um, you know what, being a Cmo, this is always interesting to me because I get a lot of entrepreneurs on, but I don’t get cmos a lot. Um, and we’re, we’re, I’m starting to get more of them. More marketing officers had Christopher lochhead on. I think you guys, I don’t know who set that up, um, you know, but they’re great cmos. So it’s a different thought process. What are your challenges as a marketing officer versus being an entrepreneur?

Um, you know, I think I faced the challenge of how to, and I suppose it might be the same as an entrepreneur, but maybe they don’t think of it this way. I faced the challenge of how to break through the noise or how to become engaging in that noise. Right? You know, you look at the, the marketing landscape and inbound marketing is a great tool. Content marketing is amazing, but really there’s become so much noise. So I faced the challenge of setting us apart and how to do that through technology, through strategy, through feelings. You know, all of that that comes with marketing and so that’s one of my biggest challenges is how to, how to really differentiate us from anybody else in the world, whether it’s true competition of the same service or as competition for attention and, you know, and I mean, let’s face it, it podcast interview marketing is a very, very new thing and it’s not, you know, we’re, we’re kind of leading the charge with that, which I’m real proud to be a part of that, but it’s, we compete then with Seo, with paid ads, with facebook ads, with TV and radio maybe, uh, you know, our competition isn’t just other podcast, a placement services, it’s everything else out there.

So that’s one of my biggest challenges is how to, how to showcase that and really teach people why it’s so much more valuable.

That’s awesome. And um, how are you are using video to do that? I’m assuming

we are starting to. Yeah, one of the, like you said, it’s, it’s, it’s not just the leads, right? It’s a process of videos and it’s how to delight your customers. And so one of the things that we’re doing right now, we were just wrapping up tomorrow, a survey, the state of podcast interviews and we’re gathering as much data and information as we can to tell the story of podcast interviews and podcasting in general now. So, and then in the coming months we’ll launch the state of podcast interviews report and I want to do it with video, with infographics, with blog articles, everything. But I really want to do it with video. That’s one of my biggest pushes with, with, uh, with what we’re doing. And, and Tom totally agrees. I love it. He’s, he’s bought in, so that’s good. Oh, awesome. Yeah, so we’ll be, we’ll be using video for that. We’ll be using video for processes as we teach how valuable it is. Then we’ll start to say, okay, like you said, onboarding videos, man, you know, when, when you sign up as a client with us and you see one of us or you’re constantly are saying, hey, welcome to the interview valley and the interview valet a family, you know, that’s so much more powerful. So we’ll, we’re definitely going to be differentiating ourselves with that kind of stuff.

Awesome. Awesome. I’d love to hear it. Love to hear it. It’s, it’s,

it’s because in the end, yeah, it’s the interview valet, but people are buying from you guys. Yeah, yeah, absolutely. Yeah. It’s a, it’s a relationship thing, right? I mean, you know, one of our, one of our core values at interview valet is that relationships are the ultimate currency. Right? And not that you want to trade relationships for things, but that is, that is a currency, right? The more I trust you, the more I’m going to work with you. Like you said, give him my information, maybe open my wallet, whatever it is. Open my Rolodex. Yours. Yeah, exactly. Yeah. So much email

and I’m like, oh, I got to open that email and it’s a choice and it’s like, who’s email am I to open it? It’s not as, I don’t like someone, it’s just because I don’t have time. Um, that’s, that’s great. Um, you know, I, I’d love to talk about stories and success stories. I know you’ve been there for a month, but I’m sure you went around and found some of the success stories at interview valet. Uh, anything you can tell me about that’s really, you’ve seen it really work well or like someone’s like, yeah, this is awesome.

Um, yeah, I mean, you know, quite a few of our folks are authors and so they’ll do virtual book tours and I know that quite a few of them have had great success in that as far as you know, used to be when you’d write a book, you’d have to then get a publicist, a get a manager hope that the publisher promotes you, does a book tour or whatever. You’ve got to, you know, buy a thousand books that you had to go sell out of the back of your car or whatever. Right now you do something like what we do and do a virtual book tour, getting on a bunch of podcasts that all kind of launched at the same time. And you watch your website traffic grow, you see the sales come up on Amazon. And we’ve had quite a few of those, of those come up, which is really cool.

We just had a, one of our, one of our clients, bob was on the Steve Harvey show last night, that is the, um, age is not a factor or something like that, like where he has senior generation folks on there that are doing amazing things. And so, um, it was just, it was so much fun to watch bob beyond there and do these shadow puppets, which isn’t necessarily what he does, but, but he did it. And, and um, for Steve and it was just, it was really funny. It was fun to see happen and not that necessarily that we put him on there, but he was there, his name is Bob Stromberg and he’s just a great dude and it was really cool to see that that kind of, the more he gets known with podcasts and builds his reputation, the more he can do things like that, which is really cool. So

that’s awesome. That’s so cool. Yeah, I mean it’s such a, it’s a, it’s a great thing. Plus, the added benefit of podcast versus anywhere else is that they’re just there and someone can download at any time instead of in look through at a time. It was just really, really cool. So if you’re going to what, what are your tips? I’d been a pot, a good podcast guests and having success on the podcast.

Um, you know, we found that one of the, a couple of the biggest things are you need to define exactly what type of listener that you want to talk with. So it’s not just, you know, hang on, I talk to people figuring out exactly who your dream customer is, right? Your Avatar, your buyer persona. Um, so that, so that’s a good thing. You know, if I came out here and started talking about something that wasn’t marketing your video marketing and you were like, man, what are you doing? Like that wouldn’t be a good guest. Right? So that’s, that’s one of them. Um, I love the idea of picking just five podcasts, a target for your initial initial interviews you’ll get. It’s kind of that idea of, you know, finally I wanna I wanna I want to do everything all the time to everyone will find, find five that are really important to you and target those and try and get in with them.

Um, avoid that awkward cold email request and establish the relationship with the host instead. So listen to the show, leave a comment, post a review, you know, connect with them on social media, like you said, I am. Make it about a relationship, right? Yup. Um, and then one of our biggest ones that we found is that, uh, making a one page pitch sheet to use as a reference. So that’s one of the things that we offer as part of our service. Includes your professional headshot, your contact info, a third person introduction topics that you’re able to discuss, maybe a testimonial if you can, that kind of thing. And finally just follow up professionally. You know, everybody has, you know, other primary jobs, you know, you have your, your agency or whatever. Lack of a response doesn’t mean no professionally following up with them, you know, every week or every couple of weeks for like a month to make sure that you’re doing the right thing just to kind of help keep that relationship going.

Yes, those are great tips. That’s awesome. That’s awesome. Um, where, where do you see, you know, you’re talking about coaches, consultants, but I see there’s a lot of opportunity in podcasts and other businesses and I think podcasts being a podcast guest in other businesses. Are there any unique places, unique industries, unique opportunities that you don’t see people taking advantage of from the podcast guest side that you think maybe coming down the road that they should be really thinking about?

You know, I can see the world of recruiting really taking advantage of the podcast relationship in the podcast world. I’m an audience does not take advantage of the audience, but that really bad. I take, I take advantage of my audience all the time. That’s good. That’s good. A good thing. You don’t have an hr department, right, but I can see. I can see recruiting really taken advantage of all that, you know, I, I would say if, you know, if I look back at like let’s say America first and the owners there, mark and Dave, if they really want it to become thought leaders and bring in new talent and really make a name for themselves, doing some kind of a podcast tour to talk about their story and why this company is so great and etc. That could bring in, you know, new branches or new, um, new staff or whatever it is. And I Think you can do that with many, many industries. You know, recruiting would be a huge one, I would say.

That’s interesting. I haven’t thought of that. And you know, one of my friends who listened to this as big in the staffing world as a staffing consultant and recruiting consultant. And it’s interesting because it’s such a cool thing because you get to be in someone’s ear. But to your point, I’ve heard you say this a few times, and obviously I love storytelling, but telling a story, you kept saying, tell your story. Tell your story. why is that? Why you see that that’s so important as a podcast guest, instead of just saying, hey, I do this and this is how you do it.

I mean, from the days of the very first cave drawings and the first fire story, right? We are consumers of stories and we are storytellers, you know, and so I just think it’s so much more powerful, you know, if I know going back to like how I got into marketing, if I just said, oh yeah, you know, America first found me great. No problem. Okay, that’s okay. But then I added the, I the idea that, or the, the fact that the person who hired me knew my ex wife and reached out to her and said, hey, this is a thing that I think dan would like. And then I say, you know, don’t burn your bridges. Yeah, it’s a little bit of a joke, but it’s true. And that story brings about like, okay, so that’s really cool. So I just think story is telling a story is so important. Um, and stories have beginnings, middles and ends, right? And so just sitting here throwing out facts. Okay. It’s fine, but if I tell a story that has an arc of some kind, it keeps people a little bit engaged and hopefully they enjoy it.

Um, obviously years journalism, you have the capability of finding stories. Is that something you help your clients with as well? Help them find their stories. Who they come to you and go, I don’t know if I have a good story or does everyone come to you and go, I’ve got a great story

I’ve seen so far in the, in the short time I’ve been doing this with interview valet, I’ve seen so far that most people kind of have an idea about their story, but then it’s up to us to kind of pull it out a little bit more even and say, that’s a great story. You’re right And here’s another sIde to that. And they go, oh yeah, okay. Um, so it’s a little bit of a mix. Yeah.

You can give an example or a general thing because I think you’re right in a lot of times. Part of there are stories that we’ve told so much we put off to the side, even though it’s the best part because we’ve told it so much. So know. How do you find that? How do you tell what that is? What is it?

Yeah. I mean, I think, you know, that we were working with a guy right now who, um, we just brought on board and we’re going to start writing his one sheet, his story and he um, his name’s, uh, travis chapel and travis is a young guy out of southern California and he is an entrepreneur and he’s helping people network. And so he’s, he’s got a good storY about how he went through what he did, but I also think it’s a great story to pull out of that as the fact that even at just, you know, in his early twenties, he already has life experience. He already has ideas it age doesn’t necessarily matter. And so I’d like to make that a part of his story. I haven’t pitched it to him yet, so we’ll see if you listen to this, maybe he’ll find it, but I think that’ll be part of the, of the pitch that we use is. And here’s, here’s a really cool idea that a young person, a millennial, that we hear so much negative about actually has a really cool idea. Here’s he’s here to help and here’s why. Um, that’s one of them that I think I’d pull out of that story. Yeah. Interesting. Um, so

going forward, what are your guys’ dreams with interview valet? What, where do you see this going? How are you going to really take it to the next level as the marketing officer?

Um, you know, I love the idea that you need to be a category king, right? And you mentioned christopher lochhead earlier and I think he’s the one that kind of coined this time. Sam quotes some quite a bit and he’s a great dude. Um, but to be category king is our goal and so, you know, you’ve got, you’ve got marketIng as a giant umbrella, right? And then you have social media marketing, which I always cringed when I was in, in marketing and America first. It’s like really all you do social media. But I didn’t anyway, but I can totally see that as, as a specialty, right? You’ve got your social media specialist or your social media expert, you’ve got your email marketing. IT is different, right? You’ve got, um, your search engine marketing, all these different things that while it’s not an entire industry is certainly a part of marketing.

And I love that idea. And so to me, podcast, interview marketing is one of those next niches. I, my goal is to make interview valet as common of a name as let’s say mailchimp or emma or constant contact. Uh, I want to make it as, as you know, in an email marketing. I’m going to make it as commonplace as hubspot or marketo. I want to make it as commonplace as, you know, facebook ads, whatever. And so that’s my goal is to make podcasts, interview marketing a whole category. And we are the category king and I think we just do it by, by doing what we’re doing, by delighting our customers, uh, delighting our podcast hosts by talking about and educating folks and bringing things like the state of podcast interview, a marketing to the, to the forefront that report out in a, in a few months that’s going to be our goal. And I’m, and I’m stoked to do it. Awesome. That’s

exciting stuff. That is exciting stuff. And I love the fact that, you know, talking about being a category king because there are so many categories out there in the ear, you guys have invented a new category. Let’s, let’s focus on it in february. Okay. Now we’re going to build your websites. We’re gonna do all this stuff. It’s like go. There you go. It’s a new type of marketing that is fantastic. you know, I to leave with you talking about storytelling and noisy world, besides making it a category king or finding that one little thing, are there any tips that you would say someone can look at their story and go, you know, like on the news, when did you know that story was going to click? When do you know that story’s gonna click? Is there something that we should look for to make sure we know that story clicks?

I think the biggest thing to know when a story of clicks is to first of all know your audience. If you know. So like for me, being in southwest Michigan, I knew that my audience probably would be interested in these kinds of news items or these kinds of stories, these kinds of things, right? And so if your, if you don’t know who your audience is, you have no idea what they’re going to be interested in. So start with the audience. Start with your, your buyer persona, your avatar, your demographics, your behavioral, uh, you know, your psychographics, all that kind of thing. Really knowing your audience. And then you’ll start to see what stories they want to know and how to tell them, because even if even if your story isn’t necessarily something that they want to hear right now, if you know how to, how to tell it in a way they want to hear it now becomes a story they want to hear. so allow, you know, 25 year old folks, 20, 25 year olds may not necessarily want to hear about a mortgage. They’re going to want to hear about home. Or you know why a tiny house is better than a mcmansion. All these other things that then they go, oh, okay, now I get it. And so it’s really knowing your audience first and foremost.

That’s awesome. That’s such a crucial thing to that. You know, it’s funny because people come to us and they want to, they want help with telling their story. When I’m like, who were you talking to? Well, we can talk to anyone. I’m like, if you tell the sAme story at a bar as you tell at your church, well you’re going to be a really bad storyteller for the most part, unless you’re a special kind of church or a special kind of bar, a love that. That’s a. That’s a great point. Dan. Thank you so much for being on the show. It’s been awesome to have you. Uh, it’s exciting to see it. I want to have you back at, you know, at six month point, see what’s going on with the interview valet. I’m sure will be in contact, but you all go check out dan. Go interview valet.com. And also interview valet.com/garlic. Uh, there’s the video marketing sheet. What else is on there? Again, let’s tell them again, dan.

Yeah man, a nine secrets to getting booked on your first podcast. So anybody that wants to get into podcast interviews, that’ll help with a few tips. I’m an excerpt of how I went from journalism into inbound marketing, uh, or you can buy the book, of course, which is always nice, but the extra is really should be really helpful. If you’re a business that wants to find that or if you’re a journalist wants to get out, um, and then yeah, and the video marketing presentation, or if you’re to that point where you’re like, you know what, I love podcasts, interview marketing. I really to get into it, you can book time with me or tom through that. So.

Fantastic. Fantastic. Thank you so much for being on the show

and it was a pleasure. Ian. thank you so much for. I appreciate. I like your show. It’s a lot of fun to listen to. So.

Awesome. Well, thank you so much. That’s. See, that’s another tip is compliment the guests or compliment the host on the way out. There you go. If you don’t listen to the show, just tell him, listen to one and tell them you listen to it. And thank you all so much for bringing dan and I on your journey. This has been eyeing girl in the garlic.

That’s it for the garlic marketing show. If you want to get the inside scoop and the latest techniques, make sure to follow ian garlic on facebook.