#HowToPodcast 10: The 3 Qualities Every Podcast Host Must Have w/ Logan Lyles

WEBVTT 1 00:00:00.280 --> 00:00:04.080 There's a ton of noise out there. So how do you get decision makers 2 00:00:04.120 --> 00:00:09.189 to pay attention to your brand? Start a podcast and invite your ideal clients 3 00:00:09.429 --> 00:00:18.670 to be guests on your show. Learn more at sweetphish MEDIACOM. You're listening 4 00:00:18.750 --> 00:00:23.460 to be tob growth, a daily podcast for B TOB leaders. We've interviewed 5 00:00:23.460 --> 00:00:27.059 names you've probably heard before, like Gary vanner truck and Simon Senek, but 6 00:00:27.219 --> 00:00:31.460 you've probably never heard from the majority of our guests. That's because the bulk 7 00:00:31.500 --> 00:00:35.969 of our interviews aren't with professional speakers and authors. Most of our guests are 8 00:00:36.049 --> 00:00:40.810 in the trenches leading sales and marketing teams. They're implementing strategy, they're experimenting 9 00:00:40.850 --> 00:00:45.450 with tactics, they're building the fastest growing BB companies in the world. My 10 00:00:45.530 --> 00:00:48.890 name is James Carberry. I'm the founder of sweet fish media, a podcast 11 00:00:48.929 --> 00:00:52.119 agency for BB brands, and I'm also one of the CO hosts of this 12 00:00:52.240 --> 00:00:56.479 show. When we're not interviewing sales and marketing leaders, you'll hear stories from 13 00:00:56.479 --> 00:00:59.920 behind the scenes of our own business. Will share the ups and downs of 14 00:00:59.960 --> 00:01:03.239 our journey as we attempt to take over the world. Just getting well, 15 00:01:03.909 --> 00:01:12.629 maybe let's get into the show. Welcome back to be tob growth. I'm 16 00:01:12.629 --> 00:01:17.230 your hostband today's episode, Logan laws with sweet fish media. Today is going 17 00:01:17.269 --> 00:01:21.140 to be another episode in our how to podcast series. So I am going 18 00:01:21.180 --> 00:01:23.659 to be talking about a question that we get a lot as we're talking to 19 00:01:23.819 --> 00:01:26.939 brand's thinking about are they going to start a podcast? And one of the 20 00:01:27.180 --> 00:01:32.019 AST questions that comes up if we start a podcast who is going to be 21 00:01:32.219 --> 00:01:36.849 our host? So as I'm having these conversations, there are normally three criteria 22 00:01:36.890 --> 00:01:41.810 or three things to think about that I'm recommending and I'm hearing from marketing teams 23 00:01:42.010 --> 00:01:45.329 that they're thinking about in deciding on who is going to be their host. 24 00:01:45.609 --> 00:01:49.560 Number one is who's going to be an engaging host, who has the personality 25 00:01:49.640 --> 00:01:53.239 for it to WHO's got the cloud or the industry recognition or the name? 26 00:01:53.640 --> 00:01:57.920 And three is who has the time. So I'll go into these a little 27 00:01:57.920 --> 00:02:00.989 bit more in detail and how we think about you should really prioritize them. 28 00:02:01.390 --> 00:02:05.750 So number one, who's going to be an engaging host. You know, 29 00:02:05.909 --> 00:02:10.069 on baby growth we have actually had multiple cohosts over the years and what we 30 00:02:10.189 --> 00:02:14.310 found is that, you know, some people have a different style some people 31 00:02:14.349 --> 00:02:16.060 are a little bit, you know, more boisterous, some people are a 32 00:02:16.099 --> 00:02:20.060 little bit more low key. I think I'm more on the low key side 33 00:02:20.099 --> 00:02:23.139 and one of the things that I always tell people is my personal story of 34 00:02:23.259 --> 00:02:28.860 becoming a podcast host. So I'm fairly introverted for folks that know me. 35 00:02:28.979 --> 00:02:32.689 I have a journalism background, but that was in photography, not radio or 36 00:02:32.770 --> 00:02:38.650 broadcast. I had no broadcast or really public speaking training before I became a 37 00:02:38.810 --> 00:02:42.009 host of a daily show, which most of our customers are not jumping in 38 00:02:42.449 --> 00:02:46.120 the deep end and doing a daily show. And so one of the encouragements 39 00:02:46.159 --> 00:02:51.319 that I talk to people about there is that you don't need a radio superstar 40 00:02:51.840 --> 00:02:55.599 on your team in order to have a successful podcast host. They need to 41 00:02:55.639 --> 00:03:00.550 be able to hold a conversation, obviously, but what we found is that 42 00:03:00.590 --> 00:03:05.069 if you give someone a framework for how did do an effective pre interview conversation, 43 00:03:05.789 --> 00:03:08.949 give them a framework for as solid intro and Outra that they can use 44 00:03:09.069 --> 00:03:14.460 consistently, that takes away some of the nerves and what I found is that 45 00:03:14.860 --> 00:03:17.620 for a lot of people, getting up to a podcast Mike is way easier 46 00:03:17.659 --> 00:03:22.460 than stepping in front of a camera or stepping up on stage. I love 47 00:03:22.580 --> 00:03:27.610 hosting podcast interviews, I do not love speaking from stage. So I don't 48 00:03:27.610 --> 00:03:30.449 think that that is the number one criteria, but I do see a lot 49 00:03:30.490 --> 00:03:34.250 of people get hung up on that. So those are some thoughts there on 50 00:03:34.449 --> 00:03:38.009 who might be an engaging host. Number two is who's got the cloud, 51 00:03:38.009 --> 00:03:42.439 who's got the name recognition? A lot of times with new shows we talked 52 00:03:42.520 --> 00:03:46.840 with marketing teams that are thinking, Hey, I would love our CEO or 53 00:03:46.280 --> 00:03:52.639 someone on our executive team has some name recognition within the industry. One of 54 00:03:52.680 --> 00:03:55.349 the problems there, though, is making that in making that do your top 55 00:03:55.550 --> 00:04:00.830 criteria could be that that person doesn't have the amount of time needed to stay 56 00:04:00.990 --> 00:04:04.909 consistent. So while that can be affected, they can maybe help you land 57 00:04:04.949 --> 00:04:10.819 a few extra guests that you wouldn't be able to otherwise it might not be 58 00:04:11.060 --> 00:04:15.020 the number one criteria. So that actually leads me to number three. That 59 00:04:15.219 --> 00:04:18.060 we think is the number one criteria you should think about in who is going 60 00:04:18.139 --> 00:04:21.660 to be your podcast host. As long as one and two are okay, 61 00:04:23.220 --> 00:04:26.569 then who has the time Tim who is going to be able to record the 62 00:04:26.689 --> 00:04:30.449 interviews? Now again, comparing podcasting to public speaking or maybe Webinars, you 63 00:04:30.649 --> 00:04:35.170 can block schedule, you can, you know, conduct interviews at certain times 64 00:04:35.490 --> 00:04:40.160 back to back to back, and so we found that even some busy executives 65 00:04:40.360 --> 00:04:44.839 can find the time for knocking out podcast interviews without it eating into their schedule 66 00:04:45.040 --> 00:04:47.759 and travel and all that sort of stuff as much as possible. But that 67 00:04:47.920 --> 00:04:50.800 leads me to a recommendation that we're making a lot of times, and that 68 00:04:51.040 --> 00:04:56.029 is maybe you have a mixture of people. You have people who maybe don't 69 00:04:56.110 --> 00:04:59.750 have as engaging a personality but they have more time, or you have someone 70 00:04:59.790 --> 00:05:02.990 who has the clout, the industry recognition but not quite as much time. 71 00:05:03.670 --> 00:05:09.660 Make multiple people on your team cohost, because then you're investing in the personal 72 00:05:09.779 --> 00:05:14.420 brand of multiple people on your team, you're giving listeners a rhythm and a 73 00:05:14.699 --> 00:05:17.259 changeup to it's not always the same host, and you're making it easier on 74 00:05:17.339 --> 00:05:21.769 your team for the time investment. So I think about all three of those, 75 00:05:21.889 --> 00:05:26.649 and we do as a team, as the criteria for WHO's going to 76 00:05:26.769 --> 00:05:30.329 be the podcast host, and again, the time might be the number one 77 00:05:30.410 --> 00:05:34.410 criteria, with a little bit mixed in of WHO's got the personality for it, 78 00:05:34.720 --> 00:05:38.800 who has the clout for it. But don't think that you have to 79 00:05:38.920 --> 00:05:43.959 have one person that covers all three bases and is a ten out of ten 80 00:05:44.120 --> 00:05:46.279 on all of them, because you might be able to create a mixture of 81 00:05:46.519 --> 00:05:51.029 all three of these that that give you the recipe for success in who, 82 00:05:51.470 --> 00:05:56.589 or were, what members of your team are going to become the host or 83 00:05:56.709 --> 00:06:00.949 the cohost of your podcast? So again, think about who's gotten the personality, 84 00:06:00.230 --> 00:06:04.300 who has the recognition and, most importantly, who's got the time to 85 00:06:04.420 --> 00:06:08.660 realistically be able to do this, because if you don't have the time, 86 00:06:09.100 --> 00:06:12.860 then the other ones don't matter because they won't be able to actually record any 87 00:06:12.939 --> 00:06:15.379 interviews. So I hope this was helpful for folks. I shared it on 88 00:06:15.500 --> 00:06:19.810 Linkedin recently and we thought have to make this into an episode here on our 89 00:06:19.850 --> 00:06:24.290 how to podcast series. If you want more episodes like this, go to 90 00:06:24.370 --> 00:06:30.370 sweet phish Mediacom blog and look for the how to podcast Hashtag in the categories, 91 00:06:30.410 --> 00:06:33.279 or just look for this Hashtag in the feed here in B tob growth 92 00:06:33.560 --> 00:06:38.040 has always I love to connect with our listeners on Linkedin. Just look me 93 00:06:38.079 --> 00:06:42.519 up. I think I'm the only Logan lyles L ylies also trying to up 94 00:06:42.560 --> 00:06:46.759 our instagram game as a team. Lately on Instagram I'm at, I am 95 00:06:46.079 --> 00:06:53.709 Logan Miles. As always, thank you so much for listening. We totally 96 00:06:53.829 --> 00:06:57.589 get it. We publish a ton of content on this podcast and it can 97 00:06:57.629 --> 00:07:00.870 be a lot to keep up with. That's why we've started the B tob 98 00:07:00.029 --> 00:07:04.860 growth big three, a no fluff email that wolves down our three biggest takeaways 99 00:07:04.899 --> 00:07:11.500 from an entire week of episodes. Sign up today at Sweet Phish Mediacom Big 100 00:07:11.620 --> 00:07:15.500 Three. That sweet PHISH MEDIACOM Big Three