Fastest way to become an expert
The fastest way in the world to become an expert, or position yourself as an expert in your field is to create and publish regular content.
One of the easiest ways we can do this is with a podcast. Lot’s of businesses want to and try to start podcasts. But they’re often short-lived because they don’t have a set of rules like the below.
If you want to start a podcast, or position yourself an expert, read this post. You’ll be staggered at how simple the process is. The key to success, as with most things, is following it through.
Interview format
Podcasts that run for a LONG time (Tim Ferriss, Startup Camp, Entrepreneur on Fire etc.) work because they use a podcast format.
The ONLY person you need to rely on every week is yourself. You don’t need live guests every week, you don’t need friends to turn up every week.
Absolutely, if you can get the commitment from someone else to be on your show every week, go for it. Some of the best podcasts in the world are run like that. But it means both guests have to share the same vision.
If you want to position yourself as an expert – interview other experts. Simple as that.
Make a list of people
Make a list of people you want to interview. Easy.
Here’s the hard part. You’re thinking there is NO WAY you can get Tim Ferriss, Ryan Deiss, on your call. And you know what?
You’re wrong.
People don’t go on podcasts because they feel it’s beneath them, it’s because they’re busy. It’s your job to pursue those leads if that’s truly what you want to do.
It’s worth noting that you don’t have to interview celebrities in order to grow your status. There are thousands of industry experts in your niche and market, who have valuable insight for your customers.
You should be interviewing people that can provide value, help and insight to your customers. Be entertaining and helpful. That’s all you can offer in the end. It doesn’t really matter who with.
Call, email and tweet them
No comes the hard bit. Repeatedly hounding these people to jump on a call with you. Reach out to them and ask if you can interview them. Speak from the heart and be honest. Talk about starting up and saying how you’ve been following them for a while.
You’re a huge fan and you thought you’d bite the bullet and ask them for an interview. 30 minutes, no more.
You’re also going to send the questions you’re going to ask them.
Sidenote: Lots of people have told me, that people don’t want to be on their podcast because their listener numbers are too low. In fact, most people don’t care about the podcast listen numbers IF you can show that the content is published each week. Commitment is just as good as large numbers. Get 10 interviews under you belt, commit to 1 a week and you’re good to go.
Top 5 questions
Think about the top 5 questions you want to ask your interviewer. Make sure that the answers are relative to YOUR customers. What would they find useful?
Why is the topic your interviewee is an expert on, important? For example, when I interviewed Simon Thompson from Content Kite, I asked him “Why is content marketing important?”
He told me exactly why it was a big deal and I didn’t have think of anything myself.
Ask them about their background. What lead them to where they are now? How did they get started? What does their story look like?
Now ask them about a common myth or misconception in their industry. What’s the biggest mistake people make? What do people believe? Why is that wrong?
So now we know what people do WRONG, let’s ask what they can do RIGHT.
What are the steps we need to take in order to get it right?
Keep this seciton, loose. Let your interviewee talk through their key points on getting it right. Keep it 3 – 5 steps and ask them to talk through them.
If you listen to my talk with Simon Thomposn here you can see how we follow this format.
At the end, to wrap up we just ask how people can reach out to them.
Send the questions over
Write up your questions and podcast agenda in a Google Doc and send it over. Say it’s just an outline and this is the rough journey we’ll go on.
Book a meeting time
Use a tool like Calendly to get your interviewee to book a time that works for them. Most busy guests might ask you to use their schedule tool, which is of course absolutely not acceptable.
Jokes. That’s fine too. The easier you make it to get calls, the more calls you’ll get.
Use Skype and Camtasia
If you’re on a budget, get yourself a copy of Camtasia and record your Skype calls. Make sure, for the love of Sweet Wade Boggs, that you run a few tests first and make sure you record audio, system audio AND your screen.
You don’t want to make the same mistake I’ve made and forget to record your own voice.
Use Zoom
If you want to make life a little easier, use Zoom. Book calls and use their record function built in.
Don’t over edit
Don’t worry about title cards or introductions yet, get used to recording and then add that stuff in later.
Publish and share
Get the sucker up on YouTube or Vimeo or something. Just get it somewhere and email it to your list. Share it on Facebook.
Make it happen WEEKLY – no matter what
“What if I can’t get a guest?”
Get one. Get a guest and interview them.
This podcast is your key to exposure and audience building. You’re going to treat it like oxygen for your body and strive to get new guests every week. That’s how important this is.
Wrap up
Have you tried a podcast before? Are you tempted to try one now? Let me know in the comments below. And if you record an interview, let me know, I’d LOVE to see it!
