Episode 95 – Curating Content On An iPad with Mike Stewart

 

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mike-stewartI am an internet marketing consultant, trainer and coach. I am a music composer and provide original music for online video and audio. I build WordPress websites and teach 15 strategies help small businesses of all kinds convert more strangers to customers by understanding what works in local online search and the power of online video and blogging.

Specialties:Wordpress, Royalty Free Music, Audio and Video software and training, Google Places, everything online marketing for Local Businesses.

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Podcast Transcription

Brian Basilico: Hey, everybody. I'm super excited to have a great guest today and he is a comrade, and a musician, and we got to jam together down at NAMS, the guy is just fabulous, his name is Mike Stewart and he has got some great stuff to teach you guys today. How are you doing, Mike?

Mike Stewart: I'm doing the best. The best I've done in weeks, so I'm great.

Brian: I love that.

Let's learn a little bit about Mike. I know that the one thing that we have in common is we both own a recording studios and you're working with great musicians, I've worked with some great celebrities, sports people and all that kind of stuff. But I'd really like my audience to know kind of where you got started and how did you get into internet marketing and what you're doing today.

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Mike: Well, I was a piano major in college. My education, I was majoring in piano music and I realized that getting into a grand piano would pretty much just prepare me to be a piano teacher. What I wanted to be was a session musician – people who play piano and keyboards and recording opportunities. So when I moved to Atlanta in 1976, I worked on figuring out a way that I would be able to do my passion, and play music and write music. That's why in 1979, I opened my first recording studio with four track TEAC – if you remember those machines, Brian – which was a four-track tape recorder and a mixing console. We started doing songwriter demos, we started doing jingles – I actually did a lot of jingles that played on Atlanta radio on my four-track.

So we built a jingle business, and then we started doing corporate communications, and records, and because of a man here in Atlanta named Bill Lowery, he was Mr. Atlanta Music. He was involved with Atlanta Rhythm section, 38 Special, Starbook, there were so many southern rock groups that recorded here in Atlanta and we got to work with those guys and then there was also a soul music entity here Atlanta. I worked with a guy named William Bell, Eddie Floyd, Isaac Hays, Simon Dave – these were all soul stars from the 60s that we did music with them in the 80s and 90s.

So from 1979 to 1999, 20 years, I made a wonderful living, writing music, playing piano and recording everything and anything client-wise in my studio. But by 1999, I was just really realizing that, “I can't go the rest of my life coming into the studio and sitting behind the recording equipment, dealing with different types of clients.” Some clients, I'm sure you'll agree, Brian, were a breeze and some of them were just you dreaded them coming through the door because you know it was going to be painful.

Brian: Oh yes.

Mike: I told my partner I said, “You know, this internet really looks like the new broadcast.” It was pretty primitive in '99 because the internet really kind of just started going around '94-'95. So three years into the internet, it was still dial up, it was still slow connections, but I realized that the future of broadcast, the future of audio and video would be the pipeline of the internet because I was reading and staying up on a company called Real Media back in those days, Real Audio. Then of course Windows Media and a handful of other things started happening in '99.

And it got to the point where my partner and I, we went our separate ways. We're still good friends today, but I said, “I can't do the studio stuff anymore.” I said, “I believe this internet thing is going to be the future.” So, I actually taught myself web design and I started selling websites to local businesses. In fact, I named my company – in fact my corporation is still named to this day Soundpages.com. I used to build webpages with sound back in '99 because audio would stream on dial up and I started using audio in my marketing in '99.

A couple of years later into that, I built a whole another business separate from the studio of working with small businesses, local businesses building audio and hopefully I saw the future be video webpages. Video was very primitive in '99, it was almost a joke, it was five frames a second, very pixelated, about the size of a postage stamp, but it was still a video that was framed on dial up. I just said, “The future of audio and video is this internet connection.” I said, “I want to understand everything it does.”

By an interesting fluke, a client of mine said, “You need to listen to this tape from internet marketers.” And these were some of the pioneers back in 2000 who were talking about things I never heard of such as advertising at banner ads, pay-per-click advertising, email list building, and sales copy, the list went on and on of things that I never heard of in my years of doing a recording studio. So I realized pretty quickly how my experience of radio and television combined with internet marketing. That's when I decided that I wanted to understand internet marketing and I wanted to be a proponent of using audio and video to market my websites in those days.

Brian: Right. That's the thing that I wanted to talk to you about. You've really simplified the podcasting thing because the last podcast that I did on podcasting, we talked with somebody – Scott Smith who's fabulous by the way – but he, like you and I have this very techy background and to this day, he still got compressors, microphones and mixing boards, enhancers and a bunch of technology in his office when he's doing his podcast – but you do it a little differently. You talk about, “Hey, you don't need all that stuff. It's nice if you can get it and you know what to do with it.” But you can actually do it on your iPad. Right? So how does that work?

Mike: The thing that a mentor of mine years ago have said – I have to tell you this quick story – a good friend of mine [inaudible] calls me up and he says, “How do I record with my computer quality audio?” And I said, “Well, you need a large diaphragm microphone, a good studio microphone, the best one you can afford, you need to have some sort of USB audio mixer, you need a compressor limiter to patch into the mixer and you need some sort of recording software that catches the signal from the USB audio mixer into your computer, and you need a POP filter for your microphone and you probably need to put your microphone on a desk stand, or a scissor boom stand, or a boom stand or some sort.” He said, “You lost me at big microphone.” He said, “You got to dumb this down.” He said, “This is way too hard.”

I always remember that. I thought that was simple. You're talking about recording just a human voice. You're not talking about recording – I'm sure you did this – a live band, or an AP stream section, or doing brass overdubs, or recording drums with 22 microphones. That was engineering and that was complicated. This is just a voice over. This is just one microphone and talking. He said, “That's too hard. It's too hard. Dumb it down. Dumb it down.” That really stuck in my brain for years. Really since 2000, almost 15 years now. My passion is to pull from the experience of the complex but dumb it down to the point where somebody who doesn't have all that background can in the shortest amount of time start getting success.

I've witnessed computer programs over the years and some of the feedback that I've gotten is, “I bought the camera, I bought the microphone, I bought the software you recommended, I looked at your tutorials and I'm still lost. I'm so frustrated. This is too hard. I quit. I give up. It's just not meant for me.” That broke my heart, Brian. It broke my heart to hear the people wanted to do it, bought everything. They weren't really mad at me, they just said, “You know what? This just logically doesn't compute to me.” I think there are some people that it resonates with and then there's some people that's just no matter how much you try to explain it, it just overwhelms them.

Well, by a fluke of about three years ago, I just said, “I wonder how good the camera is in this iPad.” Because when I bought an iPad, I didn't even want it. I just bought it for two reasons: one, I needed to go around the local businesses and make presentations and I got tired of my laptop dying in two hours. An iPad would run all day on a super charge; and I needed to show presentations, and I needed to log in and check my email and just do a handful of internet functions. So, I've got an iPad for that. I didn't even use the camera when I got it. But one day, I said, “I wonder how good this camera is.” I was blown away at the audio and the video quality. I said, “I wonder if there's an editor program for video.” I searched the App Store and of course there were a handful of them and I found this $10 app called iMovie. So I said, “$10, how bad can it be for $10?”

What I realized is it was a deal-changer because it was good enough to do great video, but it didn't have so many overwhelming commands that somebody couldn't learn to use it quickly and easily. That's what I've learned about apps over the years, is generally, the learning curve on learning how to use these apps is so much easier for people to be up and running and get results compared to computer software where as let's say if Sony Movie Studio, or Apple's iMovie or Final Cut Pro which is the Apple or Mac professional software – it may have 100,000 commands. Well, the app version is scaled down, it may only have 100 commands that matter. So it's easier to learn, it's easier not to get lost and of course when I did some testing with some coaching clients, they got it faster like I had a 60-year-old female nutritionist who have never made video in her life start making training videos and getting paid to make training videos for the corporation that she was involved with. That would have been unheard of with professional software. That's what got me hooked on the iPad. It's the quality of the camera and the quality of the apps.

The first of this year, a good colleague of mine who knows a lot about podcasting, who's been passionate about for years said, “Mike, you need to pay attention to podcasting. It's really on a resurgence.” He said, “I want to tell you about a new iPad app called Bossjock Studio. It's a $10 app and actually there's a free version called Bossjock Lite. Or Bossjock Junior,” I can't remember, “And it's free. But what it does, when you hook a good microphone into your iPhone and in your iPad, you can make high quality podcast. Basically it turns your iPhone or your iPad into a radio station.” I don't know how many people have been in a radio station, but a radio station has a good microphone for the host or the DJ, and it has cart machines, a rack of those machines. It's all done on computer today, but back in the old day, the cart machine was like an eight-track tape player, a rack of them – and commercials, and records, and music, something called sweepers, themes, and promos, and transitions, all of the pre-recorded stuff was up on the cart machine so that the person producing the live show can manipulate the recorded content in conjunction with this microphone and in real time and live, spit out content for hours on end.

Well, this app for $10 turns your device into that radio station experience, so all you need and what got me excited about teaching it is this app, and they make a new microphone for the iPad called the Apogee 96K lightning mic. Basically it is a high quality studio microphone, it's one of the best sounding mics I've ever heard, Brian. It rivals some of the $1,000-$2,000 microphones I used to own in my studio. It's only $229, but it's called Apogee Mic and it plugs directly into your iPad, it's powered by your iPad because it requires electricity to run the microphone. It is so intuitive and I don't know what they did in it, but it makes high quality recording with that app. In fact that's the microphone that they recommend with Bossjock.

So when I saw how easy this is, I went out and tested it with some of my coaching clients. We got resounding results. In fact one of my clients, Hal Coleman who if you go to iTunes and you search “Pest control marketing,” those are his money-making keywords. One of the things that I tell people, “Think of iTunes and podcast directories as search engines. Are you found for your money-making keyword in iTunes or in any podcast directory for that matter?” And Hal created the pest control marketing podcast. He started building his audience, started building content at Pestcontrolmarketingpodcast.com and more importantly, when the publisher of his leading industry magazine heard his podcast, what I think is interesting, he emailed and he said, “Kudos on your new podcast, Howell. The audio quality is terrific.” Little unbeknownst to him, it was recorded on an iPhone with an Apogee Mic, and the app, and it's because of building the elements of good radio.

The elements of good radio is not just talking or interviews, but it's per se like with your podcast, I know you edit on your intro theme, and your music, and transitions. Of course one of the things you could do is you could break it up with advertisements or other pre-recorded elements. But anyway, that's what makes it sound better, is by having the good microphone and what I love about the iPad and its app, Hal could never plug up all the equipment, he would have never been able to understand how to use a multi-track recording program even though there's free ones on the internet like Audacity editors, Adobe Audition, and Garageband, and of course there's complicated expensive ones that run on Mac and PC. You don't need any of that stuff. You can sit down with a $10 Bossjock app and if you make a 10-minute podcast, you're done in 10 minutes. If you get comfortable dispelling your content and your expertise, then very quickly, you can create amazingly high quality content, but nothing more than an iPad or an iPhone, that app and a good microphone.

Brian: Awesome.

Mike: I think that's pretty much the story of why I'm passionate about this is because I'm seeing success with people that I think would have been overwhelmed the way we know how to do it. We're not scared of equipment, we're not scared of all of the pieces of gear and how it hooks up. We're not scared of complicated software because we've been using it – I've been using complicated software since 1983. Software doesn't intimidate me, but I realize that people who are expert in other niches that software does intimidate and that's why I love that for less money, you can own an iPad and the app is pennies, and this amazing microphone will open up doors to things you have been taught possible. That's why I'm passionate about it and that's why I'm wanting the world to understand if you've got a message to get out there, then learn to make audio and video with this great device.

Brian: So Mike, we're doing this. Let's say we get it down. We decided that we're going to use the iPad, the Apogee mic and we're going to plug this in and we're going to start recording ourselves. With creating this content, what are you doing for small businesses to get them to get people to find, follow and utilize that?

Mike: This is not the best answer, but you get somebody to know, like and trust you anyway you can. But step one, one of the things that I tell my clients is, “What are your money-making keyword? How does your customer search to find and you want to be found for those words?” That's what you would want to make your podcast about, that if people are searching for those keywords, there's a chance that your content would get indexed in Google and people will find you that way through organic search. Of course titling your podcast and I don't know if you do this, Brian, but I recommend that people post their podcast in a WordPress website, which is basically building a blog page that could get indexed in Google.

So you're doing everything you can to get found for as many key phrases, longtail keywords that could bring you a customer, but then also if you have an email list, or you have a following that you can contact, you announce that your podcast is up online and you ask for subscribers. You ask for subscribers on your website, like my client Hal Coleman with the pest control, he has an email database of followers and he email them all and say, “Hey, check out my new podcast. Why don't you get on your cellphone and click this link and subscribe to my podcast so that the next time I publish something, it will already be on your phone. It will notify you. You don't have to do anything. If you like my content, why don't you subscribe?” He does it through email.

Another thing that Hal did and I recommend people do is get involved with a LinkedIn group. There's probably a LinkedIn group in your niche as with Hal. There was a LinkedIn group that had over 6,000 pest control owners. That was his market. He got active in that pest control group and when people have questions, he refers them to his podcast or his YouTube videos, or anything that will answer the question of somebody in that group and then now they're hearing him, they're listening to him, they're watching him and they're building a relationship with him. That turns into leads, that turn into phone calls, that turn into customers. You have got to build your audience any way you can.

If you and I built a terrestrial radio station and what I mean by terrestrial radio station, that's the one that goes into a market in a particular area, that go to the FCC and they get a license to broadcast in a format, they buy all these expensive equipment and they stick an antenna in the ground and they're going to start broadcasting 24 hours a day, seven days a week content. Okay, just because we buy a set of call letters and we build a radio station or a TV station for that matter, we have to advertise to the local potential audience that we exist so when a radio station, a TV station comes to town, they put up billboards that run ads on the local newspaper. Radio stations will run ads on TV stations and TV station will run ads on radio stations. They have to market to build their audience. I'm sure you're more of an expert out than I am, but it's obvious to me, you're going to have to build your audience one list or one viewer at a time. You should use any tool at your disposal to build that audience and that audience subscribers bigger and bigger each day. But one of the ways you're going to do that, is by consistently creating great content and having face that, “If I keep doing it, it will build over time.”

Brian: So let's get into some of the challenges now and I'm with you 110%. Recording the audio is in my eyes the easy part. It's getting it integrated into iTunes, it's getting it served out there. What are some of the other challenges that people have to think about when they produce audio and video content and getting it distributed on the web? I don't know if you're using Blubrry or Libsyn. I use Blubrry and Power Press. That's my method of choice. But what are some of the challenges that you see that people will have distributing the audio or video once they created it?

Mike: I'd say really one of the challenges people do is that if they can get wind and not if, when they get past the hurdle of making the content – okay, it boils down for a podcast, you either make an MP3 audio file of great content, an MP3 audio file is not indicative of the quality of the content. It's just a format of audio, or an MPEG4 video file. You got to think about is your content going to keep the listeners – what happens on television when the ratings go down and the show gets canceled? What happens when a radio station's DJ, his numbers in Arbitron are way down? He generally loses his gig and they'll find somebody who can build those numbers back up. You've got to create content that will build listeners, not lose them.

That's step one, but mechanically, I think the other road blocks with people is just like, “Okay, I can make this great content and I want to reach my audience, but I don't know what to do.” That's one of the things that I teach and you actually brought up part of it, is I recommend you get a WordPress website, a dedicated domain name – in other words let's say you're going to build a podcast about snow ski resort review. You could have Snowskipodcast.com, or Reviewingskilifts.com or whatever. That's a 10 to your call letters. When a radio station came to Atlanta, they bought the call letters from the FCC, WSB. Well, you don't have to do that. You go to a domain reservation registrar and you go, “I'm going to name my podcast this.”

As for me, and I'm getting into podcast right now because I believe it is going to just exponentially grow and grow, I wanted to brand my name. I want people to remember Mike Stewart. So, I bought Mikestewartpodcast.com and then I set up a WordPress website, and I teach and recommend the Blubrry plugin which when you configure that little plugin, it just does the work for you. You don't have to do anything else. All you got to do is plug in your content into your website and bam! It's in your subscribers' device. So the Blubrry podcast plugin, WordPress and the roadblocks is knowing how to configure everything and set it up and that's what people struggle with. They either have a webmaster that does it for them or a webmaster that's slow to respond and all – I've heard all kinds of good stories and horror stories.

But at the end of the day, it's pretty easy to buy a domain name, turn it into WordPress, install the plugin, configure it with iTunes in your iTunes account and start posting content on a regular basis. That's pretty much the steps and then in the process, you got to market those call letters either through search engine optimization based on how your customers searches for you, or getting other folks to send traffic to it, posting on to their blogs, buying pay-per-click traffic to it, Facebook advertising, posting on social media – the list goes on and on once you build the radio station on the TV station. But it's never been cheaper, it's never been easier, it's never been faster and your reach is worldwide.

I was fortunate enough in 1982 to be hired by Ted Turner to create a record for him and in fact if you want to go in YouTube, you can actually see me at 25 years old in this video with Ted Turner called He Was Cable When Cable Wasn't Cool. I got hired to produce that record back in those days at a studio and they shot a video and they played it on a station here at TBS which turned into the Turner network and Ted came to the studio that night and he was excited that the TBS super station, the local channel 17 station that we knew in the 70s was on seven million cable subscribers networks because he had just put the super station up on the satellite and there were cable companies beginning to add the super station to the roster of channels that you could get when you pay for cable TV

He was so excited that seven million out of the Atlanta area could access the content of super station TBS. We all felt, “Wow, seven million out of the Atlantans can get this content.” That didn't mean they were watching, that just mean the potential for them to tune in WTBS in 1982 existed. Well, as a podcast, you have over seven billion people who could access you on computers, tablets, smartphones and now 4G radios built in the dashboard of the cars. The only difference between you and Ted Turner is he spent his whole life passionately building an audience and getting subscribers and it didn't happen overnight, but he had the vision – and in fact that night, I heard something that as a 25-year-old, I was pretty naïve and pretty silly. I heard Ted Turner say in front of me, “I'm going to make a 24-hour a day news channel.” And he says, “You know they say I'm crazy in New York, but I know it will work.” And that was 1982. I heard the visionary say in front of me his passion and belief that CNN would be viable.

You know what I thought as a 25-year-old? Who's going to watch news 24-hours a day? Dumbest idea I ever heard. Well, shame on me, but when I look back as these – as Dave Letterman used to call “brush with greatness” it was pretty wild to have that experience. In fact my inspiration and passion for reconnecting with podcasting is like 10 years ago, I was all over podcasting. But 10 years ago, it was so difficult for people to get to podcast. I remember when you typed “podcasting” in Google, it said, “Did you mean broadcasting?” That's when I was looking at podcasting. It was so new. I actually had conversations with Adam Curry who was one of the first podcasters who named podcasting. He and Dave Winer were the inventors of podcasting, pretty much.

I guess you know this, Brian, but if you don't, I'll tell you, the reason, Brian, Curry called it podcasting is he was in love with his iPod and that's where the pod came. Instead of broadcasting, it was podcasting from the iPod. It was so difficult for people to subscribe to a podcast and get it to automatically download to their iPod and then once it downloaded from their computer connected to the internet – because there was no wireless mobile internet 10 years ago. Well, all that has changed. That's one of the reasons I kind of abandoned it, because I saw people my age and older just clueless on how to get a podcast.

So why do that when you can't build an audience? Young people embraced it and more importantly, it didn't die. Itunes and Apple embraced it because they saw it was content to deliver to their devices. Then when the iPhone basically became the iPod with the phone in it – that's basically all it was – and then it became a computer that ran the software, it opened up a gazillion other doors that means now, we can't ignore it anymore. So the part of the story as we'll tell you was it's that night when I was with Ted Turner, there was a gentleman there named Bob Neal. You may not know who Bob Neal is, but he is a renowned world-famous sportscaster here from Atlanta. At the time, he was Ted Turner's right-hand man.

He was there that night. He was actually the producer of the show that the song played on. I got to meet Bob, shook his hand, but 35 years later, Bob calls me this past May and says, “Somebody tells me you can help me learn how to set up a podcast.” I said, “Are you the Bob Neal that was at TBS?” He said, “Yes, I am. I've been retired a few years, but I speak at journalism schools about broadcasting and journalism.” He said, “The millennials that are going to school now, they don't listen to radio. They listen to podcast and they want on-demand content like Hulu and Netflix. They don't watch real-time broadcast or listen to them.” And he said, “I don't want to be speaking in front of these kids and they say, ‘Mr. Neal, are you podcasting?' I go, ‘No.' So will you help me set this up because I believe it to be very important.”

So it was fun to reconnect with this guy after 35 years and hear his perspective from being the oldschool broadcaster who's willing to learn the new things. This is what's interesting, Brian, I said, “Well, how are you going to produce your content?” He says, “Oh, I'm going to go to a recording studio. I got a buddy who's going to rent me a studio for $100 an hour. I'm going to go at his studio to produce content.” I said, “Bob, why would you do that when you could buy a microphone for a couple hundred bucks and create all the content you want for the rest of your life on your iPad? I see you're on an iPad because we're in this meeting and there's your iPad. Why don't you download this app and why don't you get this microphone and you'll be able to create content anytime anywhere you want to because it's always with you.” He was blown away and in fact, his podcast is [inaudible] in [Ways.com] and you ought to hear the quality of his content, it blows you away.

He said, “Thank you. Thank you. I thought I had to do to a recording studio because that's what we always did.” “Not anymore.” Anyway, he was the inspiration to my passion, passion being rekindled. You are, too because I subscribed to your podcast and started listening to it and I went, “Man, Brian is really putting up some great content here. This is awesome!” I'm right here on my iPhone and I can tap this little app that comes on my phone and bam! There you are. If I tapped a button here, I'd be listening to you. In fact I heard one kid say, “The iPhone is the transistor radio of today.” That's how simple it is to tune in today.

So why wouldn't you want to be found with your great content syndicated to every mobile device in the world? They can all tune you in through RSS and what's holding you back? Not knowing how to make the content? No excuse anymore. If Hal Coleman and Bob Neal can use an Apogee microphone on an iPad and they can learn it in a weekend, anybody can. And then when they can take that content and plug it into a WordPress website and is now syndicated throughout the web instantly, it's just knowing how to set all these up and it's not that hard.

Brian: Yes. I remember back in 1994 or 1995, I was working at AT&T and the company was divesting, meaning they took all the baby bells and broke them out and AT&T turned to its own corporation because AT&T was the big corporation that owned everything. I was working at the audio video department, I was a video producer at the time and went out and rented a satellite truck so we could get the broadcast of the president of AT&T talking in New York City and then we took that satellite truck. I think to rent the satellite at the time was $5,000 a day. I just remember standing there looking at the satellite truck which is pulling the signal down off a satellite and we're pumping it into our big cafeteria and has had TVs up all over the place, so all the employees and come down and listen to this, and I just turn around, I looked at my boss and I went, “Dude, that's coming out of the sky. That's cool.”

And now it's just so different because it's like it's coming out of the sky everywhere, it's crazy. Technology is changing in such a rapid pace that you're right 100% that you've got to learn to adapt and you got to learn to say, “Number one, I need to learn this. Number two, how do I benefit from it and how do I adapt to it in the best way possible?” Just like people have to learn to adapt to Periscope, Blab, Meerkat and all these other things that are happening.

Mike, I want to ask you a couple more questions before we finish up and the first one is since you worked with some of these people, can you give me a couple of success stories about podcast that people have been able to do on their iPads that you are aware of in any kind of results that they've seen?

Mike: Well, the best student that I've gotten feedback from is for a marketing guy. He's getting his audience to listen and then what's happening is – and I don't know if you were a proponent of this, but I'm a proponent in your podcast, do advertisement, promoting things that make you money. So one of the things Hal says, “Here is my phone number. Call it right now and let me have an opportunity to talk to you and see if I can help you through coaching, or my membership site, or my training programs, or my books.” So the success story is this is another pipeline to build a relationship and then refer people to things that make you money.

That's what's happening for Hal. Bob Neal is getting benefit from it because now he's showing his journalism students that he's not a 70-year-old in the dark kind of person that he's hip enough to make a podcast. So he's telling his students to listen to his podcast and they are and then that's building more credibility for him as University of Georgia faculty which makes him money and he realizes that as he builds his audience, he could build online trainings, coaching programs, more info products and the list goes on and on. For his success story is that he didn't want to speak to a classroom of millennial broadcasting students and they're all listening to podcast and their professor don't even know what it is. So it's making him money because of the credibility that he is at least hip enough to know how to produce a podcast and get it in iTunes and these journalism students don't know how to do that, but they know how to get a podcast.

Those are two examples. This is something that I am trying to get out to the world that if you try nothing, I can guarantee you results. If you try to do this because it's not that time-consuming to create content, it doesn't have to be as long as the conversation we've had today. The podcast could be a lot shorter. It could be as little as five and six minutes if it's good content. But at the end of the day, it's an opportunity for you to build a relationship that know, like and trust with a stranger and then a call to action whether it's a referral advertisement. Like Hal says, “I would love to help you grow your business. If you'd like to discuss how I can do that, call me at my phone number.” And he has that prerecorded in his Bossjock cart, so when he's done creating content, he turns his microphone on and plays his commercial. Then that becomes part of his content.

We're so conditioned with radio and television content to see commercial advertisements in the content, it's not offensive especially if it's relevant to what you're talking about and it could be helpful to that audience. Those are the case studies that I know the results on and then I've got a lot new students that haven't reported back to me, but they saw how this would be a value to them. It's so new they're pursuing it because they never thought about being a podcast content producer.

Brian: Great stuff, Mike.

So, you have a system that's going to help people to learn how to use their iPads to create their own podcast. Can you tell me a little about that?

Mike: Well, it's a lot more than that. Ipad is not required. In fact in the training, we talk about how you can download a piece of software to your PC or Mac called Audacity. You can actually produce a high-quality podcast with a free piece of software if you've got a good microphone.

Step one is the mindset: why do this? What's the benefits? Then more importantly if you know the mindset, what do you want to call it? Some people say, “Well, can I do it on my existing website?” Absolutely. But I recommend making it in its own entity. That's why I bought Mikestewartpodcast.com, that's why Hal bought Pestcontrolmarketingpodcast. In other words, your niche and the word “podcast,” the domain name is probably available. Of course that may help you get found if somebody is looking for a nutrition tips podcast in Google.

You might come up if your domain name is Nutritionhealthpodcast or Nutritiontips, or Betternutritionpodcast – whatever it is. I love how you got the “Bring home the bacon” branding that you do and that's awesome, but at some point in your life you say, “What am I going to call this thing?” Well, that's what you got to do. We talk about that in the training – how to name it, buy the name, set up WordPress, get the software you need, incorporate it and submit it to iTunes, and then start building your content. We talk about how you can build audio content or video content for that matter. I recommend starting with audio only.

In fact, one of the things I teach is an app called Ringer.us. It's an app that – I don't know if you've heard about it, Brian, but I can call you through the Ringer app on your cellphone and interview you, and it makes a high quality MP3 that you can download after you finish the interview. That's the way we teach people to do interviews. There's a multitude of ways you can do things, but then again the last part is that hey, have an open mind, get an iPad and get these apps. You'll be amazed at the portability, you'll be amazed at the quality, you'll be amazed at the learning curve ease.

Why don't I want to produce my podcast on my computer? Because I may get inspired out in the middle of Lake Lanier. I may get inspired at a conference. I may get inspired on the side of the road in my car. When I have this equipment that is so easy and so portable, I can make high quality content when I'm inspired. Not going, “Oh, I got a great idea for a podcast. Now, I need to get home to my computer.” I like to fact that I can have it in a computer bag with me at all times and I can create content when the inspiration hits. Like I said, even though I could do it on a computer, I love these apps that we train in the training.

Brian: Awesome. Hey, Mike, this has been fabulous. You've given me so much great content. I know my audience is going to get a lot out of it. We'll put links in the show notes and stuff like that. So if people wanted to get a hold of you, what's the best way for them to contact you?

Mike: Well, I'll just give out my real email address, Mike@Internetaudioguy.com. That's the best way to get a hold of me. I check my email probably a billion times a day because I have an iPhone in my hand probably 24/7. I may not check it at 3:00 am, I'm probably snoozing then, but I check email quite frequently at Mike@Internetaudioguy.com. In fact my website, Internetaudioguy.com has a little more information about me and of course Mikestewartpodcast.com. Love you to subscribe to my podcast, but I intend on doing everything audio and video for the web. That's my podcast, so don't let technology hold you back for making lots and lots of great content that's unique to you and proves you're the authority and proves you're the expert.

Brian: Outstanding. Hey, Mike, thanks so much for joining us today. This has been fabulous. I really appreciate you and your time, and thanks for being on the bacon podcast.

Mike: Hey, who doesn't love bacon?

Brian: Amen, brother.

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