The Influencer’s Secret: How Knowing Your Purpose Helps Your Podcasting With Matt Brown Of Matt Brown Show

For an influencer to be successful in today’s digital communities, one must drop their obsession with numbers. More than the number of followers and the monetization strategies, you should understand your purpose and deliver genuine value to your target audience. Joining Tracy Hazzard is Matt Brown, who explains how knowing his purpose allowed him to grow his influence and make his podcast highly bingeable. He discusses why influencers must utilize their shows to elevate not just themselves but their communities and the entire society as well. Matt also shares the secrets of growing his network and why he has always hated advertising.

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The Influencer’s Secret: How Knowing Your Purpose Helps Your Podcasting With Matt Brown Of Matt Brown Show

Welcome to the show. I have a podcaster whose mission is very clear. He wants to facilitate the growth of aspiring entrepreneurs and business leaders and steer them towards meaningful impact in the world. This is what he stated and he has done that in a way that caught my eye. When your mission is so outwardly focused and yet your show is named after you, how can it work? In Matt Brown’s case, it’s working. It has worked for 850 episodes, and millions of downloads later. We have him on the show and he is the host of the Matt Brown Show.

This is not my advice for all of you. As you tune in to this, I want you to understand where we’re going with Matt. I’m doing this ahead of time rather than telling you this in a post because I want you to read with this understanding. If you try to create the Matt Brown Show now, it will not work. The reason it will not work is because of the competitive landscape and the pendulum swing for what’s going on in the world and the economy.

The outward focus of his mission would be counterproductive with a show named after yourself. It would not work today, but that doesn’t mean it isn’t working and hasn’t worked for Matt for all this time. That’s because of when he started his show. This is one of those things where you model someone and you try to use what they’ve done as a success and it won’t work today. I’m warning you ahead of time not to follow that, but Matt has tons of great advice and all kinds of successful tactics that you can employ. He’s a fantastic business leader.

Let me tell you a little bit more about Matt. Matt Brown is a veteran founder and entrepreneur, zealously dedicated to aiding entrepreneurs, CEOs, business leaders, and the broader business community in fostering positive change. As the host of the Matt Brown Show, Matt has seared over 850 episodes to success, making it a powerhouse of insights with millions of downloads.

He was recognized as a superpower of compelling business leaders to reveal their well-guarded secrets. He has crafted a network of unmatched in-depth and diversity, hosting a sterling array of guests including billionaires from six continents, New York Times best-selling authors, Navy SEALs, prominent professors, scientists, and a legion of business thought leaders.

 

The Binge Factor | Matt Brown | Influencer

 

He’s a three-time bestselling author with accolades including Your Inner Game, Secrets of #Fail, and Secrets of Influence which have established him as a significant voice in the entrepreneurial world. He has a reputation cemented by recognition such as being named among the 25 Most Influential People in Technology by CIO Views Magazine and finding a place in Fast Company Magazine’s list of Most Influential People in Business.

He has his own business. He is known for his leadership interventions where he does professional speaking, masterclasses, and personalized coaching sessions. All of those are places for him to share his wealth and knowledge accumulated over years of hands-on experience. He is ushering that positive change in the business world, one startup and one leader at a time. Let’s hear from Matt Brown and the secrets to creating an exclusive podcast that goes beyond the typical 100 episodes. Let’s hear from Matt Brown.

About Matt Brown Show Host Matt Brown

The Binge Factor | Matt Brown | InfluencerMatt Brown is a veteran founder and entrepreneur zealously dedicated to aiding, entrepreneurs, CEOs, business leaders and the broader business community in fostering positive change. A veteran founder of 14 companies across a span of 25 years, successfully exiting multiple businesses.

In the limelight as the host of the globally celebrated Matt Brown Show, Matt has steered over 850 episodes to success, making it a powerhouse of insights with millions of downloads. Recognized for his superpower of compelling business leaders to reveal their well-guarded secrets, he has crafted a network unmatched in depth and diversity, hosting a sterling array of guests including billionaires from six continents, New York Times best-selling authors, navy seals, prominent professors, scientists, and a legion of business thought leaders.

The show has now grown into a repository of high-value content, syndicated on platforms like Amazon Prime and the Roku Streaming TV Network.

Matt is a 3x Amazon Best Selling author, with accolades including, “Your Inner Game”, “Secrets of #Fail”, and “Secrets of Influence” have established him as a significant voice in the entrepreneurial world, a reputation cemented by recognitions such as being named among the Top 25 Most Influential People in Technology by CIO Views magazine and finding a place in Fast Company Magazine’s list of Most Influential People in Business.

Matt is also known for his leadership interventions, where through professional speaking, masterclasses and personalized coaching sessions, he shares the wealth of knowledge accumulated over years of hands-on experience. All these initiatives stem from a driven desire: to usher a positive change in the business world, one startup, one leader at a time.

The mission is clear — to facilitate the growth of aspiring entrepreneurs and business leaders, steering them towards creating a meaningful impact in the world.

Follow Matt Brown on Social: Website | Apple | YouTube

Matt, I am glad to have you here. 0.2% of all podcasters get to 750 or more. It’s even less if you look at overall podcasters. That’s just the active ones. I am astounded by your stamina on that. Before we were talking, you were saying something about how you wish you could quit it but you can’t. You can’t quit podcasting. Why is that?

It became a part of my identity here. Thank you for pointing that out because I don’t measure my success against a volume of outputs. I’d rather measure myself against the value of impact or something like that. There’s a graveyard of shows that could have been 2 or 3 episodes, maybe 12. They are like self-published books in some sense where 90% of self-published books sell less than 100 books in total. Largely, self-publishing is what podcasting is. You’re self-publishing your ideas or other people’s ideas and so on. Podcasting is the same.

Over the years, I’ve wanted to quit many times. To answer your question succinctly, why didn’t I quit? It’s a part of my identity. I’ve been able to make a positive difference to a lot of people in so many different areas from cryptocurrency to stories of failure to mindset to network growth and influence. I have written three books off the show. I’ve built an amazing network of billionaires and New York Times best-selling authors from all around the world.

When you look back over that journey, how can you quit? What would you do? It’s different if you quit after six months, but if you’ve been doing it for a decade, it’s a pretty hard thing to turn off. To be honest with you, the show was the reason why I’m in America. It gave me the opportunity to pursue what I believe is still true, which is the American dream. I was always doing the right thing in the wrong country.

Is that because podcasting is more popular here? Is that what drew you in? What’s the story behind you coming over to America for that?

When I started podcasting, it wasn’t a thing, especially in Africa. There was maybe Joe Rogan and a few others. In South Africa where I’m from and in Africa in general, there were zero podcasters. I wanted to do three episodes. I’ve done over 800 now. I wanted to have some content for a product I was launching. I believe that the medium chooses you. To be honest, I sucked at it in the beginning. It wasn’t even called the Matt Brown Show. It was called the Digital Kung Fu Show.

At around episode 64, one of my friends, Richard Mulholland, says to me, “Whenever I’m at an Entrepreneurs’ Organization and someone says to me what’s my favorite podcast, I mention the Digital Kung Fu show. I don’t know why I have to say that because it should be called the Matt Brown Show.” I’m like, “You’re right. Maybe I should do that,” and so I did. The whole media consumption ecosystem changed in Africa and around the world. Podcasting became a thing. What wasn’t in the center became the center of a lot of things. A lot of media personalities moved into the space, and I had the first-mover advantage.

When we first connected and then I started to get to understand you, my first comment was, “I don’t go on a show that’s named after the host.” I don’t do it. We have a whole policy here. You started a decade ago. The advice was so different back then than it is now. If somebody starts a show with their name on it, they’re competing against the celebrities. It’s much harder to do that today. You’ve built up your influence. You’ve built that up over time and earned that right to call your show this. That’s what your friend was telling you. You earned the right to call it the Matt Brown Show in what you gave and what you’re providing in terms of value.

When you’re doing a show, there are many ways to climb a mountain. Unfortunately, to your point, longevity versus influence, for me to rebrand my show now, I’d lose a lot of equity. It’s this everywhere. I’m too in it to rebrand it, and why would I rebrand it? It’s weird. I don’t see myself necessarily as an influencer. I don’t see myself as wanting to compete with Howard Stern or Joe Rogan because if I did, I would’ve quit nine years ago. I do it because I believe that when a personal brand intersects with something called influence, that’s when you’re able to make a difference to the communities or audiences that you’re trying to serve.

People buy people first. As an example, let’s call it the 101 Hassle Show for Entrepreneurs or whatever it is. If you are thinking about building an audience and selling it, then do that kind of brand. It’s like The Binge Factor. You get to 10,000 downloads an episode or whatever and maybe you can offload it to an acquirer somewhere. That’s fine. Guys are successful at that. Many girls are successful at that.

For me, this is who I am. This is my legacy. I’m building a legacy. When my son googles his dad, what is he going to find? If I got hit by a bus tomorrow, for argument’s sake now or God forbid, what would he find? What would anyone find about Matt Brown? What contribution did he make to society? I didn’t want that to be called 101 Street Hustle. I wanted people to remember who I was in terms of the contribution that I made to society and the influence that I wanted to create in society.

I have to stop you right there because my nine-year-old told me that I’m famous because I’m on YouTube. They don’t google anything anymore. Their measure of whether or not you’ve created an impact is whether or not you’re on YouTube. It depends on the age group you’re talking to. My teenager thinks that if you’re not on Instagram, you’re no one. I love that.

Understood. Life stages are different. You’re right. My best friend, Brandon, said to me the same thing. His son overheard Brandon talking to his wife, Daniella, about me. He said, “Matt has a YouTube channel.” He didn’t know that his son, Saxon, was listening. He went onto YouTube and found Matt Brown. He’s like, “He has 22,000 subscribers. He must be legit.”

That’s right, “He’s real.” Let’s talk about your definition of influence, which I like. It aligns completely with what I keep trying to get people to understand about influence. It’s different from being an influencer that most people are out there talking about or this influence marketing model. Talk about your definition of influence.

Influence isn’t about elevating oneself. It’s about elevating others up. Strategically, influence is about the ability to shift perceptions, inspire actions, and drive decision-making at scale. I talk to, as you do I’m sure, and lots of CEOs and so forth. If I asked ten of them, “What’s influence?” I’ll get ten different answers. I do this now. I’m running a series called Secrets of Influence. I ask that question as a standing question. Guess what? I get ten different answers every single time.

The prevailing paradigm is influence is influencer marketing. Meaning, you have one million followers on Instagram and that makes you an influencer. My view is that’s a pretty shitty form of influence. Who knows how many of those followers are real? Everything can be fake, even podcast downloads or being a New York Times bestselling author. Everything can be bought. In that space, how much value or equity does an influencer have?

Also, if you think about a brand paying an influencer to promote their products to their supposed million followers, is that the kind of influence that we want to have in the world? Is that what really influence is? What I’m doing with my book, Secrets of Influence, with the series, and all this stuff is helping business leaders, entrepreneurs, and the general community of people interested in contributing to society in a way that’s positive. If you think about influence, it’s ethics. It’s about reputation. It’s about credibility as we touched on earlier. It’s about trust. Ultimately, it’s about leaving society in a better place. For me, that is the North Star of influence.

That goes back to your point about being difficult to quit podcasting. If it’s your trust-building model, it’s you showing up every single day. It’s part of the integrity. It’s part of the trust that I have that you’re going to be there for me as a listener. You’re going to be there for me as a coach or as a guide. When you’re not there anymore, what does that say?

If you google your name, what is someone going to find? If you google Matt Brown, you’ll find a UFC fighter, and that’s not me. If you google a Matt Brown Show, you’ll find books, videos, and multiple credibility signals as what I call it. That’s what I’m very passionate about. It is about helping business leaders understand that when you are trying to differentiate yourself and make a positive impact in the markets that matter to you and to the customers that you serve, one has to think holistically about this idea of influence systems.

A podcast is part of that. A YouTube channel is part of that. Having a LinkedIn page is part of that, as well as Instagram. It matters less about the number of collective followers that you have but about the story, the contribution, and the value that you’re creating to the markets that matter to you. That’s what influence is. It’s about elevating others, not yourself. Influencer marketing has been about elevating oneself. If you pay me to promote you, what am I doing? Am I elevating my community or am I elevating myself? It could be both, but it’s primarily myself.

It’s in decline. People don’t understand that. I’ve worked in influence for a long time, but mine was in consumer products. We would design and develop products that got bought every day at mass market retail. That is a form of influence. When I decide that that’s going to go into Target or Walmart, a lot of it is available and it’s there. You may not realize that, but if you don’t intimately understand what the consumer needs, whether it’s consuming content or consuming a product, then you’re not serving them. You can only go so far with you pushing it in their face to sell it if it doesn’t deliver on the value and needs that they have.

Understood. I couldn’t agree with you more. We all know about the Israel-Palestine situation at the moment. There was this one influencer. I forget her name but she was on X. She said one of her biggest sponsors paid or offered to pay her twice the amount of money if she would stop saying that she’s pro-Palestine. For me, that stinks of the worst kind of influence ethically that can exist in the modern-day world.

If you imagine influence being two sides of the influence coin, you have ethically a positive influence and a negative influence. Traditionally, it’s been very negative. It’s mostly negative. In influencer marketing, everyone is like, “If you’re a brand, you can reach more people and it outperforms digital advertising.” In some cases, that’s true.

Many of my clients don’t want to compete. They want to take over. They want to take an industry from A to B. They want to transform society. They want to transform industries. If you then ask yourself, “What’s the currency to do that?” It’s influence, but it’s not influencer marketing. That’s not going to get you to shape societies and transform industries. It’s not going to happen.

The Binge Factor | Matt Brown | Influencer
Influencer: A successful influencer doesn’t want to compete or take over an industry. They want to transform society.

 

The look at that is they’re about numbers. This is what influencer marketing is all about. “Do I have a million followers? Do I have that?” You need it because the conversion is not as good. When we started our very first podcast on 3D printing, we were popular in South Africa because they were dying for information back then. That’s where we realized our global reach.

We said, “What do you want more of?” They were like, “We want to know more about printers. We want information about what happens when the power goes out because the power goes out all the time here.” I was like, “We can do that.” Now you’re serving the needs that your community has. Everything we recommended, they would try. That came with power that we had to treat responsibly. That’s the difference between the numbers and understanding the impact that you’re having on someone. You’re spending their hard-earned money and, in some cases, very little of it. I have to be careful with what I recommend.

There you go. That’s such a well-framed point. You landed it. Well done.

Thinking about that, I didn’t hear ads on your show. Have you ever done the advertising model on your show?

Never. Not once.

I’m so glad to hear a show as big as yours that has never done it. I never have done it, except as a test to show someone how it works or done a concentrated project that I felt I was passionate about. I don’t do it. That’s why I have my company, Podetize. It’s so you never had to do it if you didn’t want to.

Who likes advertising? Who likes to be sold? People like to buy but they don’t like to be sold. An ad, if you’re doing a million downloads over a year or whatever it is, what happens is they use the CPM model. It’s cost per 1,000 downloads or whatever. They’re like, “We’ll pay you a set fee.” What was that brand that contacted me? I’ve always felt like that was selling out. Why do I care about $100 when I’m going to frustrate my audience’s listening experience? Everybody else is also selling the same person’s adverts.

It’s because they’re on the volume side of it. They’re not converting well so they want to hit as many downloads as possible. They don’t care how.

Manscaped. That was the brand.

They’re all over. They try to hit as many podcasters as possible.

I do believe that in the world and the world in business especially, everyone is trying to commoditize you. If they see the same ad or they hear the same ad on multiple channels, they’re going to associate you with the same thing. Also, I don’t know if you behave like me, and maybe some of your audience do as well, but if I was on Joe Rogan listening to Elon Musk, and Lex Fridman doesn’t advertise but Joe Rogan does. When you hear these ads, what’s the first thing you do? You pick up your phone and skip through the ads to go back to the content. What are you doing? You’re frustrating my listening experience. I’m probably in the car so I’m not even looking at the road.

In the world of business, everyone is trying to commoditize you. Click To Tweet

You’re making it dangerous.

I never believed in that. I’ve been able to commercialize my show or my brand, the Matt Brown Show, in many other ways that have been exponentially way more lucrative than selling an ad for 30 seconds to Manscape.

Let’s talk about those. I call them alternative forms of monetization. Let’s talk about some of those forms of monetization. I’m sure you’ve tried a lot, but which ones did you find to be the most useful and the most valuable to you in the impact that you want to have in the world?

In 2019, the Bitcoin price ran. I knew some of the main thought leaders in the space. What I was noticing through my network was a number of CEOs and business owners were taking out second mortgages and credit card loans. They were selling their kid’s educational funds to buy more Bitcoin. When I heard that, I knew that is never going to end well.

Going back to this idea of influence and making a positive difference, what I started to do was throw these events. These events were free. If you were interested in cryptocurrency trading or Bitcoin trading or speculation, you could come to my events for free. I sold out a dozen shows across the country. I had media deals with CNBC. My shows were being broadcast to 52 countries around the world at the time.

I had every opportunity to stay in the cryptocurrency space but I chose not to. The reason why I chose not to is because you define yourself as an influencer not by what you say yes to but by what you say no to. All I wanted to do was to help. I wanted to educate so that people understand the risks involved in cryptocurrency training. Let me tell you. I am never selling my children’s education fund to buy cryptocurrency. Whoever is doing that has lost their mind.

Influencers are not defined by what they say yes to, but by what they say no to. Click To Tweet

I’m sitting here nodding away. I agree with you there.

Events were a way for me to commercialize in other forms. I did sponsorships and this kind of stuff with CNBC and so forth. Also, it is being able to extract someone’s story. A lot of people believe that they have a great story, but they suck at getting it out into the market. I’ve spent a lot of time interviewing people, decision-makers, and business owners. I create digital television shows. I’m the host of your digital television show. It’s got nothing to do with me necessarily. All I’m doing with all my experience is asking the right questions that are designed to position you as an expert or a thought leader in your field. That skillset is what I commercialized.

There are also books. You write books and do speaking opportunities. If you do one talk, you’re making $9,500. No 30-second ad is going to reward you as much. I always hated advertising, which is ironic because, in my previous life, I was Head of Strategy for Ogilvy in South Africa. Advertising as a podcast, I never believed in it. I was always trying to innovate and push the boundaries of how you commercialize a show like mine.

This is the thing. If the advertising is causing me to drop out of your show faster, there’s no listen-through or impact. It’s not having the effect that you wanted. All the effort and time that you’ve put into your show is in decline. You don’t even know it. Most people are only measuring their downloads.

That’s another one. They’re like, “How many subscribers do you have?”

I hate it when people ask me.

I’ve never cared. I don’t know.

We got deep in the weeds with Spotify as statistics in 2023. I was astoundingly disgusted by what I found there. They tell you who your followers are, but there’s no way that the followers and the play-through downloads go hand in hand. It’s not possible. You’d have to have such a high percentage based on some of the claims of followers. You’d have to have such a high percentage of your listens happening from Spotify, which isn’t the case.

Here’s why I hate this conversation about how many downloads you get. You mentioned it upfront and we touched on it upfront about the graveyard of could-have-been shows. I believe that the reason why most people quit podcasting specifically is because they focused on the wrong thing. They focused on the amount of downloads. They go, “I only got 50 downloads this episode. It’s not worth my time.” They quit. When you quit something, you immediately lose all the impact or the potential impact for you to influence the world in the market in a better way.

Here’s what I believe is true. If you get those 50 downloads, I care about the one download, not the 50 or the 5,000. I care about one person who listens to what I have to say to you. I know that you can change someone’s life with one conversation. There’s no such thing as an idle conversation, especially in the world of podcasting. I believe that you can change the world one conversation at a time if you focus on the one person that you can make a difference to. Is that then not worth it? What’s more important? If I can encourage someone to start a business, persevere, or try something new, what’s that worth? Is it worth more than 50 downloads or is it worth less?

You’re talking about some of the things that you’re doing. You’ve done a series on failing and a series on influences. You do a series on various things. I’m very sure that part of that is you’re aggregating cool conversations that you want to have. It’s what’s keeping podcasting alive and interesting for you. It’s making it even harder for you to quit. It’s not only for your audience, but that’s something for you. Is that what’s happening there when you’re thinking, “What do I want to talk about? I want to talk about influencers. I want to talk about failure.”

This is where it all started. When I moved to the States about eighteen months ago, I lost all my networks. I felt like the Italians after the Second World War. You don’t know anyone but it’s the land of opportunity. I had a huge network back in Africa, but in the US, it all dissipated or disappeared. I sent 1,000 emails to startups in California that had raised $1 million or more in the preceding twelve months.

I introduced myself in a simple cold email/ I said, “I run this popular business show. I’d love to interview you and get some free PR exposure. Click here to book your interview.” I didn’t know what was going to happen. I write about this in my book. I give the actual email and all that kind of stuff. I went to bed, woke up the next morning, and had 190 booked interviews. I was like, “What has happened here?”

I was able to grow this amazing network quickly but it was built in California. That was the series. It was built in Colorado, New York, and Texas. I then started to learn how different each state was in terms of the types of startups that are being funded. For actual truth reference and facts, in Texas, there are more healthcare-funded startups than anywhere else in any other state in America. Why? Who knows? It’s an observation. That’s where the idea of a series started to come to the fore.

I thought, “What is a series?” If you think about Netflix, you have all these different series or seasons. There are season 1, season 2, and season 3. They would map around shows like Lord of the Rings, but then you’d have these seasons tackling specific stories. That’s why I borrowed that and implemented it on my show. It’s not because I wanted to package things up for my audience to easily find things. I wanted to make a difference.

For argument’s sake, this idea of Secrets of #FAIL was to paint a counter-narrative in the world of business that I believe needed to be painted. For argument’s sake, if you go to LinkedIn, what do you see? You see success. Everyone is successful. Jobs, mergers and acquisitions, companies being sold. Everyone is winning, but behind all that winning is so much failure, so much hurt, and so much suffering.

What I wanted to do was to bring that conversation out to let people know that if we all lived our LinkedIn timelines, we would all be millionaires, but we don’t. That’s why I did that series Secrets of #FAIL. Let me tell you that the stories on there were ridiculous. They even surprised me, like millions of dollars lost, businesses being lost, and people being led or families with no form of income. Yet, some of these guys persevered to build billion-dollar businesses. In fact, the stories in my book, Secrets of #Fail, feature business owners in aggregates with revenues over $10 billion.

As an example, what I’m starting to do is to speak at universities, colleges, and things like that. What do you learn at school? If you fail a test, it’s bad. You didn’t get an A? It’s bad. You didn’t get the right grades? You’re not going to college, are you? When you leave that educational system and move into the real world, what do you have in your mindset? It is that failure is bad.

What you and I know is that failure is a prerequisite to success. You have to fail. If I don’t fail every single day, I haven’t had a good day. That’s what I mean by influence. You can take a child’s life and change it by letting him or her know that failure is essential. The doctrine that these school systems give you about failure is bad, you can let it all go. When you let it all go, you can then elevate yourself and activate your true potential, and so on.

Failure is a prerequisite to success. Click To Tweet

That is so critically important. It’s something that we try to highlight here. When you’re looking at the success principles of podcasters who’ve stuck it out and the amount of failure that is going on, the lack of analysis on that failure is a huge problem. Why didn’t it work? Was it focused on the wrong things? Didn’t it fit my business or personality? There are so many things that we don’t even look at. We go, “Failure,” and run away from it without learning.

We don’t reflect. My mentor owns hundreds of businesses. He is stupidly wealthy. He said to me, “At the end of every year, what do we want? We want rest and recuperation. I believe that we should have rest and reflection. Look at all the things. Even doing it once a year, it’s not like you’re losing a lot of the personal growth that you could manifest for yourself. You have to reflect.”

We did over 150 episodes just on that. I’ve had people cry on the show because they start reliving that experience. They’re very apologetic because they’re crying. I’m like, “It’s okay. This is what it’s about. We are all humans. We all mess up. We all make mistakes. It’s a necessary journey that we go on.” I do believe that if we can shake or disrupt the paradigm that failure is bad, as a community of entrepreneurs and business leaders, we can do a better job at making a difference in society.

There’s so much in that reflection process that helps us decide where we want to go, what’s next, how to stick things out, how to not quit, or how to make it more effective, and we don’t do it enough. I’m so glad you mentioned that. Let’s reflect a little on the show. What are the things you love the most about your show?

You’re making me reflect.

That’s right.

Probably the ability to access anyone I want and how powerful that is. The startup example with 1,000 startups, that’s when I realized, “This is influence.” If I want to go there, wherever there is, and I need a network and that network is historically closed or I don’t know anybody in that network that can open up that door, or I need to advertise to open up that network which costs money, or if you think about all the constraints around, “I want to go there,” and it’s a closed network and I cannot get there, all I have to do is send one email to anybody in YPO, EO, or Vistage. It doesn’t matter. Nine times out of ten, I’ll be successful. The reason for that is because of the story. It’s about the story behind the show.

If you put the right story in front of the right person, you can emotionally trigger them. I write about this in my book with emotional triggers. I’m also appealing to someone’s status. The insight here is that people love to talk about themselves. As an example, I met Jordan Zimmerman. He runs Zimmerman Advertising as part of WPP. It’s a $4 billion-a-year advertising company. He hates creative awards as much as I do. When he arrived, before we started recording, he said to me, “I don’t do podcasts.” I said to him, “Why did you decide to say yes to me?” He says, “If you’ve done 800 episodes, you are the type of guy I want to spend 30 minutes with.” Do you see what I’m saying?

The Binge Factor | Matt Brown | Influencer
Influencer: If you put the right story in front of the right person, you can push their emotional triggers well.

 

Yeah.

It’s about the story. That is probably the number one thing. I’m able to grow a network and this idea of your network is your net worth. I’m able to get into any boardroom and open up any conversation with pretty much anyone with my story. That’s what’s probably the biggest asset behind the show.

I agree. I love that. What about changes? I’m sure you’re reflecting on what you’re going to do differently and what’s coming up next for your next series or your next book. What’s next for you? What are you reflecting on the things that you might change in the upcoming year?

Podcasting has changed me as a human. I’m an introvert. I don’t like people. I like people I know and trust. With kids, you have to go to birthday parties and stuff. We went to this place called Urban Air here in Colorado. Standing around and meeting these stranger parents, I hate it. I genuinely feel uncomfortable. I’m looking at every single way to get out of there.

I remember when I first started doing podcasting, I hated interviewing people. I used to script everything. Over time, I started to transform from an introvert to a contextual extrovert. Meaning that if you put a microphone in front of me, I’m suddenly an extrovert. I’m okay with meeting Tracy Hazzard for the first time. I’m able to connect with you in a way that you remember. That didn’t come naturally to me. Historically, what has been the biggest transformation is who I became. I got over myself and started to lead conversations. I started to become the influencer rather than interview the influencers.

Looking forward, it’s all about using the show and my platform to make a difference. That’s all I care about. It’s the only thing that motivates me. I’m not motivated by financial gain. If it comes, then great, but I don’t get out of bed going, “How much money can I make today?” I care about leaving the world in a better place because it’s the only thing that matters to me from a value system perspective.

More books, more talks, and more series tackling real issues in the world of entrepreneurship and business that I believe, based on my unique perspective, need to be tackled. One last point on that, with being a host like yourself, over time, you start to develop a rich perspective. In fact, you develop a richer perspective than anybody else. I believe that if you are always rich in perspective, you can always generate wealth. If you’re poor in perspective, you will always remain poor.

If you are always rich in perspective, you can always generate wealth. But if you are poor in perspective, you will remain poor. Click To Tweet

I’m going to leave it right there because that’s your binge factor. That’s what I want to end in. Normally, I do it somewhere during this show, but your binge factor on the Matt Brown Show is simply that. It is this broadening of perspective but not with the point of being diverse to be diverse. It is a broadening of perspective in a deep dive to learn about influence, failure, or crypto. To learn about these things, it is a deep dive into that. In that, you are seeking out diverse experiences and diverse perspectives. That’s what changes and impacts your audience at the end of the day. It’s the reason why I want to go and listen to all your shows. That’s why I’m going to subscribe and listen to the next one. Thank you for being an elite podcaster doing so many shows and not quitting.

Thank you. I love that point around perspective. I said no idle conversation. I never thought about it that way, but now I do. That’s all thanks to you.

‐‐‐

Secrets to Influence is one of Matt’s books. I want to start there. We haven’t talked about influence in the same way that we’ve been talking about it here with Matt. There’s a different definition of influence. We think so much of influencers as being outwardly defined or somebody who has lots of followers. We think of it in terms of social media. Influence is so much more than that.

If I can’t influence you to buy something or I can’t influence you to listen to Matt Brown’s show or any other guest that I have on my show, then I’m not an influencer. I’m a podcaster, but I’m not a podcast influencer. If I want to be a thought leader and I want to make people do something that’s changing the world, I have to become an influencer. That’s where you have to think carefully about how you structure your show, how much commitment you give to it, how long you’re willing to go into it, and what it’s going to take for you to be an influencer. Be the person who has the ear of your audience and can move them to action. That is what we’re looking for here. That is what you ultimately want to do.

For me, I have had this definition that I don’t need millions of listeners. I need hundreds who are dedicated to taking action. They’re going to start their podcast. They’re going to promote their podcast better. They’re going to stick with podcasting and last beyond 100 episodes. That’s my goal. My goal is to influence at that level of things. You have to figure out that for yourself.

What is your ultimate influence goal? If it’s to sell your course, that’s not enough. It’s not enough to hawk something. Go run a sales email. Go run a sales page, a landing page, or an active campaign. Go run one of those things, but don’t run a podcast for that. It’s not effective enough. It takes too long for you to get to that level if that’s your ultimate goal.

If your goal is to be able to influence your audience and have them ask you what else you have to sell, what’s your next book, what courses you are doing, or what workshop you are going to do next, you’re now an influencer in podcasting. That’s what we are looking for. It’s what we found when we started our very first show on 3D printing. It’s what Matt Brown has found in his. He’s found that being that center of influence and moving that audience forward has ripples of impact into the world. That’s what he was looking for.

What are you looking for? Think carefully about this. Reflect on this and think about what kind of influence you want to have in your market. What kind of influence do you want to have with your audience? What kind of influence is going to achieve your ultimate why? I’ll leave you there and let you think that over. I’ll be back soon with another podcaster and another perspective on the wonderful world of binge-factor podcasting.

 

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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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