How To Unleash Lasting Impact And Achieve Success In The Digital Marketing Landscape With Ginni Saraswati Of The Ginni Show & PodPops

TBF Ginni Saraswati | Digital Marketing

 

The podcasting industry has grown so much in the past few years, and people are increasingly drawn to it as a major digital marketing channel. The way the industry has developed since its early years is particularly interesting, and it’s always great to hear it from the perspective of its earliest adopters who are still in the game. In this episode, Tracy Hazzard is happy to welcome a fellow podcasting OG, Ginni Saraswati, host of The Ginni Show and PodPops. Ginni is an unquestionable powerhouse in the industry. If you are interested in hearing the latest and greatest of what’s going on in this space, you should be listening to her show. There are not enough people like Ginni who bring power and proof to what they’re guiding you on. Her passion comes from a true heart for podcasting. What she brings to the table is so valuable and so critically important to her clients and the podcasting community as a whole. Tune in for her incredible insights!

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How To Unleash Lasting Impact And Achieve Success In The Digital Marketing Landscape With Ginni Saraswati Of The Ginni Show & PodPops

I have Ginni Saraswati on the show. Ginni Media, PodPops, The Ginni Show, there are over 80 shows on their website that she’s helped produce and launch into the market and at least 50 of them are still in production right now. They’re actively posting and some are off-season. She’s phenomenal in the types and the variety of shows that she’s helped produce.

I’m just astounded that she and I haven’t met yet. It’s crazy. I’m so grateful that this show helps me do that. She has a career in broadcast radio already before she became a podcaster and she’s got such a distinct voice in podcasting. It’s not just the sound of her voice because you’re going to hear this Australian accent, but she comes from Sri Lanka before that.

She is just a powerhouse in the podcasting industry. PodPops is a really cool podcast. It’s news media focus. If you are interested in hearing the latest and greatest of what’s going on in the podcast industry, you should be listening to PodPops. Let’s talk to Ginny and get the scoop on how she’s been able to create so many successes for herself and for her clients.

About The Ginni Show & PodPops Host Ginni Saraswati

TBF Ginni Saraswati | Digital Marketing

Ginni Media was founded in 2017 with a simple wish to motivate new voices in podcasting. Everyone is capable of big ideas, but not all of us have the opportunity or network to set our plans in motion.

For us, podcasting is a great equalizer. If you have a microphone, you can spread your word. Wherever you are. Whatever your background. And whatever your story.

 

Follow Ginni Saraswati on Social: Email | Website | Instagram | LinkedIn

Ginni, I’m so glad to have another pro. We started the same year in the podcasting business. My show first started in 2014, but in 2017, we went into business.

I love that we get to meet like fellow OGs in podcasting because, in 2014, only radio hosts or FM broadcasters primarily were putting out podcasts. It’s lovely to meet a fellow OG in podcasting. Thank you, Tracy, for having me.

I cannot believe our paths haven’t crossed before now because it should have happened but that’s a wonderful thing. At least it’s finally happening.

I’m glad to be here and I’m grateful to be speaking with you.

PodPops is a different type of show than we typically talk about here. I want to start with that one because that’s your newer show. You have a show that you’ve been running since 2017, which is in a remix, so we’ll talk about that too. PodPops is a news media style show and you come out of that broadcast media background. How is that one going? Typically, we see that the news media don’t get binged upon as easily because they’re too currently relevant, but how’s it going for you?

 

TBF Ginni Saraswati | Digital Marketing

 

My team came to me with this idea back in 2021. Coming off the pandemic, all the creative ideas were incubating as we were building our business. My team’s like, “We should do like an Alexa flash briefing.” I’m like, “Sure.” They gave me the scope of work of what it would actually look like. It’s like, “Ginni, you’d have to record something for 6 or 7 episodes.” I’m like, “Seven episodes a month?” They’re like, “No, a week.” I’m like, “Let’s do it.” When you say yes to something and then you do it, you’re like, “This is crazy.” You just hold onto that rollercoaster rail and go with it.

I feel like that’s how podcasting started for me. I’m totally there with you.

You feel me, Tracy. This is what PodPops was like for me. With seven episodes, we did content daily. I’m like, “This is doable.” My team is fantastic. They help with the research and put things together so I can record the show and then the producer goes in, mixes it up, and puts it onto our media host. That worked out well. Some hesitations I get from my clients are like, “We don’t want to do a news podcast for the very reason you mentioned. It’s old news.” I’m like, “Yes, but it’s still relevant on the day and there’s documented evidence or episodes to say you were speaking about it when it came out.”

Sometimes I think it’s a crazy idea and I still think it’s crazy. However, I find what’s great about it is I love recording episodes. It keeps me informed about what’s going on with the news. I get to have my own take and reflection process on it and I get to share it with my audience. Anybody looking for pod tips, pod news, or what’s happening in podcast advertising, I get to share that too. The perpetual student in me, Tracy, is very excited. The entrepreneur in me thinks this is a crazy idea and the inner child in me is like, “I love doing this.” That’s a multifaceted answer there for you.

I don’t think we could be doing podcasting as long as we have if we didn’t love it underneath that part. I love being behind the mic too, so I relate to that. I do think it’s a different animal doing a show. The shorter shows are harder, and that’s what people don’t understand.

When I started radio, you mentioned my background in broadcast media, I was like doing daytime shows. The program director was like, “It’s very hard to sound excited for a longer period of time.” I’m like, “I’m in my twenties. I can be excited all the time.” She was right. To be excited on air behind a microphone to convey that emotion just using voice is a skill that you need to learn.

In the shorter episodes, you need to double down on that energy because you only have a smaller amount of time to make that impact. You got to be extra excited, happy, and quirky in a way. It’s also, to your point, the consistency keeping it going and well-produced every single day. As I said, it’s that rollercoaster ride. You hold onto it and you’re like, “This is going to be fun.”

We start a brand-new show every single year so we can see what it’s like for our clients. For this year, I don’t want to say it’s a news media show because it’s not about news at all, but it is more of a daily-style show. It’s taken so much longer for us to get it going and planning because we plan to livestream it. It has to be ready to go. You can’t play with the behind-the-scenes. You got to jump right in and start it live.

We’re almost halfway through the year and we haven’t even launched it yet and that’s not like us. Usually, within the first two months of the year, we got our new show launched and this one’s taking longer because it takes more production, planning, and setup to get it going and get your systems in place behind the scenes too.

You’re right because it does take a while to get into the groove. I’m sure you’ve been through this too, Tracy, in your experience. The hesitation and the whole feeling of imposter syndrome about getting behind the mic, the worry about, “How do I sound? How do I look now with video podcasting?” That in itself can be a lot for a client to rub up against. You’ve got all of that then you’ve got teams like us that come and do the post-production for it. Getting them to go behind the mic takes a lot more people-talking than we probably used to.

It’s like, “You just got to sit back and do it. Keep going.”

You’re brilliant. You got this, but it takes a while.

It’s so interesting that you probably take the same approach because I can hear it in the shows. You don’t want to bother the host, especially in a business podcast world with everything at once. You got to layer it on. You get started and then you add the next thing. That’s more difficult in a livestream show but in a podcast, it’s a lot easier than doing video and other things. People don’t realize that you can take your time to grow that up.

You know that saying, “You can’t change a habit if you try to do too many things at once?” The same thing applies to podcasting as well because podcasting is like a habit. You have to be consistent. You have to put out episodes when you tell your audience, “I’ve got an episode out.” You want to put out things consistently, remain trustworthy, and build up all those things. If you do too much at once, you also don’t know how to track your growth. What was the variable or the point that led to this?

You know the saying, “You can't change a habit if you try to do too many things at once?” The same thing applies to podcasting. Click To Tweet

It’s one of those things that you can layer over time and it’s one of those mediums because it is at a medium where you’re behind a mic. You’re talking to someone. It’s a conversation. You can be like, “Next time, I’ll be sure to do this.” You’re learning along the way and that’s so powerful about this medium as well. It’s the intimacy of creating the content that we make, how we can learn along the way, and how we can take it up a notch each time.

It’s the same thing for layering because you predominantly work with small to medium-sized businesses, entrepreneurs, and some corporations and you have to layer the return on investment as well. It takes time. It is a marathon, not a sprint in podcasting. It takes time to get to the ultimate outcome and goal that they’re looking for.

It does take time and setting that expectation to be like, “This is going to be a marathon. It’s not a sprint.” You’re not going to get to your top ten unless there are ways that we’ve heard that people sneak or cheat to get there. It is a marathon but it’s also the bigger vision like businesses. Where does this podcast fit into your bigger vision of content? Where does it fit into lead gen? Where does it fit into how you represent yourself as a brand business person in the world? If you start looking at it from that angle, it’s far more value-driven and incentivized to do a podcast when you look at it from a bigger-picture point of view.

TBF Ginni Saraswati | Digital Marketing
Digital Marketing: It’s far more value-driven and incentivized to do a podcast when you look at it from a bigger-picture point of view.

 

I have this conversation with them all the time and I was like, “How many people do you speak to each week? How many stages are you on and how many people are in front of you?” They’re smaller and smaller groups every single day. I was like, “Do you know your podcast has 1,000 downloads this week?” That’s 1,000 people you were in front of. The last event you did, you traveled, you spent all this money, and your podcast cost you.

When it comes to podcast numbers and listens, I hear all the top podcasters, “I have 10 million downloads.” From a business context, we need to start looking at depth. To your point, that’s 1,000 people that you got in front of with recording an episode, that one-time investment. The message was heard through. The impact of that is far greater. That’s a metric that we need to start talking about.

It’s 1,000 people who chose you which is so different than just being broadcast out. That’s the difference between radio and podcasting. This is such a critical adjustment point in podcasting. You mentioned this. There’s a lot of cheating and fake information which harms the whole industry. It also harms the individual podcaster. You cannot sustain that level of downloads when you fake it at the beginning. It doesn’t happen. You see a dip. It harms you more and it’s not serving the industry or your business well.

That’s the long-term game that you were talking about, Tracy. It is a long-term investment, but if you are a business, I’m going to put it in the business context too, think of how much you spend on a billboard. A billboard starts at $5,000. You can probably get 40 podcasts produced for that cost, but you also know how many people listened. You know where they listen from and their location. You have data.

You don’t know how many people looked at the billboard. You can get an average from the advertiser that sold it to you. It’s that tangible, “My content is getting out there. People want to listen to it. People are finding it. I’m getting my name out there.” When you cheat that system, you don’t have a clear direction as to where you’re going to go. You do yourself a disservice when you do that.

 

 

I want to talk about some of this pre-production side of things because that’s where you’re an expert in. You help companies determine their direction, what their show’s going to be about, how they’re going to record, what topics they’re going to cover, and who they’re going to interview. I’m going to say, “What advice do you give them and what skills do you need to be able to determine those things?”

You’ve got a few things in their skills. What do I tell them? How do I determine things? There’s a lot of pre-planning that goes into the show. I love getting into the person’s head. What’s the vision for the podcast? Why do you want to do it? You can get an idea if they want to do this to make money very quickly. You can do it if they just want to blow this up very quickly and sell advertisements. For whatever reason, you can get a gauge of their intent, integrity, and what’s going on. From there, you approach it like, “I would call this my Shonda Rhimes moment.” You’d look at it and be like, “How can I write a twelve-episode arc for this? What are some topics?”

Typically, if it’s a business podcast and it’s for the clientele that they serve, I’d say it’s a coaching business. I’d be like, “What are the twelve common questions your clients ask you?” It could be, “How do I do this? How do I do that?” That is the topic for the next twelve episodes. There are plenty of FAQs that businesses get. You, as a podcast host and as a producer, get similar questions. Those are the questions that you would turn into an episode because you’re so natural at doing it. We’ve already taken the client and put them into their zone of genius. They’re like, “I’m feeling comfortable about this. I can do this. How do I cope with this?”

I don’t like to over-prep my hosts only because when I started out in radio, I scripted my whole show, and from how I started to how I ended, you could hear the difference. That’s what I needed at the time. If some people need that, I get it. Typically, when that happens, I can say, “I told you so.” In 2 and 3 episodes, they’re like, “I can hear what you meant, Ginni.” I’m like, “It’s cool. You need to do what you do.” As you said layers, we’re going to get there.

I’m so glad to hear that because you do offer scripting. It’s a part of your services. The thing is that I’m not a fan of scripted shows. I can see a significant statistical difference between scripted shows and non-scripted shows. That doesn’t mean you don’t have some guidelines, bullet points, or a real flow planned out. To script it out and read it word for word, very few people are skilled at doing that.

You miss out on the conversation part of it. You say something. They could drop gold but you’re so focused on the next question that you miss it. I tell my team, “We elevate diverse voices, we give them a platform to be seen and heard, but we also have to be those who see and who hear people.” When we’re in a conversation, what makes a good podcast host is one who listens, not waits for their turn to speak. That’s a Dalai Lama thing in life as well but it’s the truth. When it’s too scripted, that safety blanket is there but it negates the whole conversational process. I feel that’s what makes a great podcast. The difference between a great podcast to a good podcast is the conversational element when they listen.

A good podcast host is one who actually listens, not waits for their turn to speak. Click To Tweet

Our pre-production services would plan that. We’d got through that. The host gets excited, and then we set up their cover art for them. We launched their podcast for them. We do a trailer and transcription, or we look at their SEO with that little software that we use. Now that they’re feeling confident, they’re prepared, and they’re like, “I can do this.” We say, “We do everything else for you. You can come and record with us.” We have a live technician that shows up. We have a studio in New York if people want to record locally.

They show up, they record, and then we go through our post-production mill. The pre-production part has to do with alignment, confidence building, and getting a gauge of where the host is at. Doing a podcast for some people is like jumping into deep water and they don’t know if they can swim, but you just know they’re ready to jump. That’s how far, as a producer, I can push them a little bit to do this instead of that.

TBF Ginni Saraswati | Digital Marketing
Digital Marketing: Doing a podcast for some people is like jumping into deep water and they don’t know if they can swim, but you just know they’re ready to jump.

 

We might not go off the high board yet, but we’re going to still go in deep water. Not enough time is spent for a lot of podcasters. They take one of these courses and think, “This is easy. I’ll dive into it.” They haven’t put the thought in and it’s not as much the practice as it is the thought into, “What do I want to talk about? What are my outcomes? What are my goals for this?” By you guiding them through that process, it’s going to be a much better show, which is why you have so many shows that are still around and doing so well. You are already defying the odds of podfade on your network just like we do on ours. I know that that is because the strategy is aligned.

Strategy is also getting the right guess. Making sure that, again, using the word alignment, as woo-woo as that sounds, is important. If a podcast isn’t part of the business strategy, if you feel like you could be doing something else, if blogs work for you, okay. These are the things that I feel that at that start phase, you can see where the person’s at because in three years’ time, they could be doing a podcast but actually, “I want to do this now. This feels right for me.” To your point, there’s accountability in that. There’s hand-holding, but there’s also another process of, “Does this feel right or best for the person, the business, or the brand right now? What does a brand need to be doing?”

I want to talk a little bit about binging on podcasts. It’s an unusual phenomenon that’s happened with streaming television, streaming podcasts, and the whole thing. Binge audiences are unique animals. They have a whole different way of consuming and buying. What are you finding? Do you think about that when you’re planning a show?

In 2022, I launched my first original series in partnership with AwesomeTV writer. It was a fiction series where we got actors to voice things and I’m like, “I wanted to test out this binge theory. What podcasts are people binging on our network?” I found that if there is a particular explosion of high-profile guests on a certain show or a certain trending topic, I’ve seen the binge. All of a sudden, there’s a spike. I’m like, “Where is this traffic source from?” I go back into them, “Where is it coming from? Is it a social media share?” Typically, that topic is trending, and that person’s in the news.

When it came to this particular original series, I did notice a binge on a particular holiday. That series was called Fear, A Love Story. It was a story within a story. We called it a fake true crime because it’s not a crime, and it’s a fake one. I noticed on Halloween, it just got binged ridiculously like 80,000 downloads in a day. I’m like, “What happened?” It’s a scary show, because it was Halloween, it hit the profile.

That is what I’ve noticed and I’ve observed because typically with the business podcast we produce, I haven’t seen many people. I haven’t seen binging to be one of the characteristics of our audience. I’ve only seen it in fiction or true crime or if there’s a current news event that’s happening in the world. That’s what I’ve observed, but for our entrepreneurial podcast, I haven’t noticed the binge.

Sometimes we see it and that’s what I wonder. It’s probably a percentage of the listens that you see every week. In the first couple of days, you can see your subscriber downloads. If you normally have 1,000 subscribers, you’re going to see 1,000 downloads within the first three days of the show. It’ll naturally happen. When we see a boost of 100 downloads across many episodes, that’s when we know we’ve got someone binging who found the show and is binging on a bunch of episodes. We can see that happen.

It’s watching the pattern of the listener’s breath. I’m going to say that because it’s a cross instead of within a single episode. That’s interesting. The first time someone told me they were binge-listening to one of my shows, I was shocked at that. I was like, “You can do that?” I thought about it. For business podcasters, when somebody wants to educate themselves deeply on something and you are a good source for it, it’s a sign that you are doing your job.

I’ve noticed if podcasts are being binged upon, it’s a certain niche that they have. People want to deep dive into that niche. It could be like patent law or real estate law. I want to learn all there is about real estate law. This is my audiobook or audio guide for the day. It’s interesting because when I do the deep dives, I’m like, “This is interesting.” I’m yet to see a binge on my ones but it’s interesting. I’m going to keep a look out for that, Tracy.

We’ll have to see that. Tell us a little bit about some of the shows in your client base and media group that you’re proud of. They’ve done some great accomplishments.

There’s a whole heap. We’re proud of all of them. Doing a podcast and having the courage to be like, “I’m going to start this. I’m going to do this for my brand,” is phenomenal. There’s a ton I’m proud of. The Future Car podcast that we do at Siemens is a brilliant podcast for educating people on the future of transportation, of mobility. What’s going to happen with flying cars, drones, or electrified vehicles? It can get a bit geeky but we all love that. That one’s great.

Entreprenista’s one of my favorites. The two leaders, Courtney and Steph are such leaders with heart and the guests that they have are completely inspirational. Startups in Stilettos is another one under their network. Active Ingredient, Messy & Magnificent, Ageless, The Farrynheight Podcast, and The Truth Prescription were active for a couple of years. Now it’s moving into a new phase.

All these podcasts are great. I’ve learned a lot from them. I love learning from Messy & Magnificent, how to be with the mess and also be thriving at the same time. Farryn Weiner is one of the most phenomenal entrepreneurs I’ve ever met. She’s a total badass, but learning from her and her mind and the creativity that she has, I could go on and on. These podcasts inspire me. I learn so much from them and I love producing for them too.

We hear that there are not enough women in podcasting, but you have a powerful set of women podcasters on your network and I love that. They are mixing it up in diverse areas and kicking buttons, taking names there.

Even another one, Mamaste had to be it. Get powerhouse women. To your point, I read that 30% of women were taking up the podcasting market a couple of years ago and now it’s gone up probably like 5% or 10%. It’s still not enough.

Listenership has tipped over and we now have it equalized. We now have about 50% of listeners that are women. It’s got to improve.

There are groups and collectives out there that just catered to women in podcasting in particular. What women thrive in, and this has been the history of time, is community. We are well-supported in the community when we bond together when we help each other out. We’re going to see the effects of that in podcasting too. Women are going to be supporting other shows. They’re going to be in that community building. My shows have done that too. It’s a testament to the leader of that show and how they build their audience and their community.

TBF Ginni Saraswati | Digital Marketing
Digital Marketing: We are well supported in the community when we bond together when we help each other out. We’re going to see the effects of that in podcasting too.

 

Let’s go back to the beginning so we can give some advice to those still on the fence about podcasting, who haven’t gotten off of that. You started the Ginni Show 2017 way back when. What made you decide that podcasting was right for you? Sometimes people need to hear that in order to decide if it’s right for them.

I became a podcaster as a consequence of being on the radio. That was the first step because the podcasts that were out in the world where my voice was on were repurposed interviews that I did on FM radio. When you’re on a radio network, TV, or any commercial or community network, there are guidelines you have to follow. You can’t say certain things. You can talk about these things. I’m like, “I loved my time on the radio. It helped me grow into who I am.” The next step for me was, “I’ve got a platform. I’ve got a following. How can I be more me?”

Slightly egotistical, I called the show, the Ginni Show but you can omit the name. It’s more about the guest and what you and I can learn from it. I thought I want to start this. Podcasting outside of that space where people were tech geeks and FM broadcasters, outside of that space in Australia, wasn’t that popular. I’m like, “I’m going to start something here.” I started it and my radio background kicked in like booking guests. I had an audio producer helping me out. I found it so rewarding. It helped me connect with people and build my network further.

It was a different level than it was on the radio because this was me, my brand, and my show. I was so proud of what I’d created. I’m like, “This is great. I get to have cool conversations about whatever I want.” For me, it was a learning vehicle. It started off like a storytelling episode. How I grew up in Australia as an immigrant girl and this is what I learned. These were my experiences. I was very blessed because that’s what led me to build Ginni Media because got nominated for a few awards. I got some clients out of it and then moved over to New York as you do.

It cascaded in everything. We talked earlier that it’s now on a slight hiatus there because you’re a little busy building PodPops. That’s taking up a lot of time. You’re going to shift it. What are some thoughts about the shift? Now that it’s been a few years since you started it, you might approach it differently. What are you going to do differently?

For the first three years, it was about experimentation. What is happening in the podcasting world? I went from a weekly show to twice a week to a daily show to needing a break to going weekly again. It was interesting for me because I was trying different things. My mother passed in 2021. It made me go internally and be like, “What do I want to do with this podcast?” You got to get intentional about it.

Going back to what I do with my clients, I’m like, “What’s my intention? I want this to be intentional. If I can only do a season, whether it be eight episodes, that’s how I’m going to do.” I say to my clients too, “Weekly is what I recommend, but if you’re a seasonal girl, guy, or nonconforming person, do it that way because that way at least, you can give your audience the quality that you want to represent.”

It’s better than not sharing your voice.

The high achiever in me is like, “You should do weekly because you say you do.” I run 50 shows on top of my own too. Give yourself some grace there. If you do quality episodes and then you chill for a bit, that’s okay too. it’s taken a lot of self-soothing for me, but intentionality, value, and experience are where I’m looking at it from. That’s why I’m taking it into more of a like, “How can I make this episode a great experience of escapism for someone?”

Especially because you’re talking about travel on the show. You’ve got this like travel diary style. I hope you keep somewhat of that going forward. Even still, that in itself is escapism.

The way I saw it was back in the early 2000s when people would come back from travel and they’d have a whole PowerPoint presentation to show you and you’re like, “I’m going to be stuck here for three hours looking at this.”

Way back when we have a USB, you’re like, “Here’s this whole slideshow.” At least it’s better than when we used to have actual slides.

That will continue, but what I enjoyed about the travel diary experience was the people that you don’t normally hear about their travels. You see their photos on Instagram and you might see a caption about what happened, but I wanted to know, “Cynthia Rowley, you’re a famous designer. How do you travel?” She’s like, “I go swimming with sharks with my kids.” I’m like, “What?” You don’t typically hear these experiences or stories, but that’s what I wanted to bring to life, that immersive audio experience. How do these people travel? Why did they travel?

If you look at the reasons and read the data why people travel, it’s to escape something like heartbreak or a terrible job. It’s to go and be somewhere for a purpose or reason, or they want to take a break. There are some trips that you go on that change your life and that’s the part that I want to hear about and how they would change when they got back.

I’ve got the perfect guest for you. That’s what I love. When somebody can dive into their show and describe it the way you did, the ideas of who I can connect you with make it easy. That’s the beautiful connection points that happen with podcasting. Ginni, I am so glad you are helping so many people launch into the podcasting world. What do you think the biggest challenge is right now for those that are sitting on the fence and what advice do you have for them?

The challenges would be like what you mentioned before, Tracy, all of the misinformation out there. There are obviously certain hosting platforms that do one thing, but other hosting platforms don’t do another. Some do video and audio. Some don’t. I would say the challenge is navigating through that, finding a source that you trust, and getting guidance from them. I can speak for my clients and for myself. I wouldn’t have a podcast if I didn’t have the right support.

It’s going through that process, finding the right team, the right people, and the right person that you need to launch your show that you know that you can trust. You’re not going to be thrown any tricks that are unrealistic or things out of integrity. Finding that person that you can trust because just that one move, I found someone that I can trust, that I can build an authentic connection with, is like a stepping stone for building that connection with your audience too. You want to make sure that you’re going to a guide and a source that you can trust that’s authentic. He is going to guide and support you in the right way. That’s the biggest challenge coming up with all this information coming out.

I’m so glad you said that. I feel like that’s the theme of the week because I interviewed someone who came out of being a park ranger and he is a guide by the core of who he is and now, he’s a podcast guide. He was saying the same thing. A guide is so essential and it doesn’t have to be an expensive guide. You may make that choice later, but it doesn’t have to be that way. Thinking that it’s so easy because there are a lot of people out there selling you that, “It is so easy. Pop on your iPhone and you’ll be fine.” It’s not going to get you going. There are too many missing pieces and they’re counting on that because they have something to sell you on the other side.

I gave a talk and I said, “Anyone looking to be a guest on a podcast, buy a microphone. Give that respect to your host, please. Also, to your audience and your potential clients in that audience. You want to be represented in the best light,” and they’re like, “That’s expensive.” I’m like, “It’s an investment.” That’s for yourself, too. You want to represent yourself in the best way, so find the right guide..

Anyone looking to be a guest on a podcast, buy a microphone. Give that respect to your host, please. Click To Tweet

This is my favorite part about it. When I Zoom with people, they’re always going, “You sound great.” I was like, “That’s my job. I better sound great,” but it’s really this $80 microphone and you can do this too. It’s not difficult. I agree with you that it’s so not difficult, but I love that you are this wonderful guide that is going to help people figure out their path, especially in that early strategy stage. It’s so critical. It keeps people podcasting and that’s why you have such a successful media network.

Thank you, Tracy. I appreciate that. It’s lovely to have a conversation with you about all this stuff as well. It’s like therapy, podcast therapy. I have another business idea, PodTherapy. There we go.

I love it. We may have to collaborate on that one. Ginni, thank you for joining me and I will be sure to make sure everybody knows how to find you when I talk about you in my after-comments from our interview.

Thank you, Tracy, for your time. I’ve had a lot of fun.

Guidance is becoming the theme of the week. I mentioned that as Ginni was saying it, but we don’t have enough great guiding voices that are not a part of this digital marketing space that has become podcasting where they’re selling you courses, they’ve been there, done it once. There are not enough people like Ginni who bring power and proof to what they’re guiding you on. Do it from this as she put an authentic place, this true heart for and love of podcasting. What she brings to the table is inarguably at a much higher end than we do at our company at Podetize. It is so valuable and critically important to the clients.

You don’t help a company like Siemens get what they’re going for without having true strategy and understanding, diving in deep to get to know what their outcomes are, and then helping them structure and craft. That is why it can stick around why they want to do another show. She has many clients who are serial podcasters for a reason. She’s provided them with a safe place that makes it easy to produce what they need to produce and shows them that there’s a great return on investment for them in their time, energy, and money spent. That’s real power.

You’re going to go check out Ginni Media. Catch up. Check out all these great shows and there’s such a laundry list of them. You can click on it on their website and be able to see Entreprenista, Mamaste, what a great show. Startups in Stilettos is one of my favorites so far. Becoming Your Best, Uncover Your Magic. All the Siemens shows are fantastic. She was mentioning that the one about travel, all of those things.

Don’t forget to check the Ginni Show and subscribe to PodPops. There are so many shows out there. Check out Ginni Media and dive in and hear what a highly produced show sounds like. Maybe that’s for you. Thanks, everyone for tuning in. I am so grateful that you want to come along with me as I expand my knowledge of all the different kinds of people, all the different kinds of shows, and all the different types of successful hosts we have here in the podcasting industry.

 

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Tracy Hazzard

Tracy Hazzard

Tracy Hazzard is an Authority Magazine columnist, former Inc. Columnist on disruptive innovation, and host of 5 top-ranked podcasts including: The Binge Factor and Feed Your Brand–one of CIO’s Top 26 Entrepreneur Podcasts. She is the co-founder of Podetize, the largest podcast post-production company in the U.S. As a content, product, and influence strategist for networks, corporations, marketing agencies, entrepreneurs, publications, speakers, authors & experts, Tracy influences and casts branded content with $2 Billion worth of innovation around the world. Her marketing methods and AI-integrated platform, provides businesses of all sizes a system to spread their authentic voices from video to podcast to blog, growing an engaged audience and growing valuable digital authority.
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