In this podcast we discover that yes, our podcast needs to be labeled explicit because f bombs do get dropped and we definitely let loose. More to the point, we lay out the strategy for a business owner to BLOW UP their marketing in just 20 minutes of their time a week, supported by 2 hours of marketing work from others each week. This strategy is nuts and covers so much. Can’t wait for you to hear it!
Transcript:
Chad Lane:
So here we go, this is Worry Free Marketing, a podcast.
Matt D’Rion:
I like that. I like that intro. Worry Free Marketing, a podcast, with your hosts Chad Lane and Matt D’Rion,
cofounders of both Worry Free Marketing and Worry Free Bookkeeping. And this podcast.
Chad Lane:
And Worry Free Marketing, a podcast. We’re also the cofounders of that.
Matt D’Rion:
Oh yeah. We just go around founding things. I found it!
Chad Lane:
[inaudible 00:00:33] now it’s worry free. It’s something we do.
Matt D’Rion:
You know what, man, your audio unfortunately, and everyone knows technology goes like this… Your
audio cut out right at that point, you laughed and said something and we heard the very last thing you
said. So say that again.
Chad Lane:
The thing I said rather enthusiastically, is that if there is something that exists, we can make it worry
free.
Matt D’Rion:
Ah, yes, I agree. And that means making it so that the user or the customer of that product or the
person trying to set it up can’t… I don’t know if there’s any industry that you and I wouldn’t go into
where we would first isolate, what about this is harmful to the customer? What about this is a speed
bump to the customer? What about this is frustrating, annoying, not able to be understood,
unnecessary? What about this is just unnecessary and it’s being done because that’s the way it’s always
been done? How can this be smoother with a higher quality product and really smooth for the
customer? And we just look at everything through that lens and we may not give ourselves enough
credit for it. We don’t actually talk about it openly that much, but it’s our approach and our philosophy
to our businesses. It’s how to make this worry so they can get the product and service they want
without feeling like they want to pull their hair out.
Chad Lane:
Yeah. Yeah. We don’t talk about it that much because we don’t want to be sucking our own c*cks.
Matt D’Rion:
Well, you just answered a really good question for me, which… In our earlier podcast, we were talking
about how to set up a podcast, right? Mechanically, what you have to do. One of the things is you have
to disclose whether or not your podcast is going to be explicit and there’s a little check box that you
have to check and I looked at this check box and I said, “Well, I’ll have to read what they consider explicit
because if we say the word fuck, which really might offend some people, or if we use jargon where
we’re letting someone into an internal conversation that may not be considered super professional to
everybody, fine.” But the truth is sometimes the least amount of syllables to use and the way to most
quickly convey a communication does involve a curse word, especially if it’s the most real to you and you
just want to be real and true to what you’re trying to say and if it really offends somebody to the point
that they don’t want to do business with us, that’s okay. That’s their choice. We’re not actually trying to
offend anybody. It’s really not our thing.
Chad Lane:
The question that was answered was whether or not you have to check that explicit box.
Matt D’Rion:
And that’s just what I was going to say is I think I’m going to have to check the explicit box because you
just said we didn’t want to have a masturbatory podcast or we didn’t want to have a self-aggrandizing…
See these longer words where you’re like, “Yeah, I just don’t”… We’re not that way. I don’t know if it’s a
fault. The people who are that way would say it’s a fault about us. I guarantee it. The ones who are really
ego-driven in their marketing and in their communications and their… They want it to be the them show
and you and I tend to try to really focus on making everything we do about the customer.
Chad Lane:
I mean despite the fact that you’re spending about four minutes talking about how awesome we are.
Matt D’Rion:
I mean maybe. I guess. I guess a little bit.
Chad Lane:
Yeah. We’re in like your fifth wall at this point. I’m like…
Matt D’Rion:
Fifth wall? No, we’re at wall number eight. No, I mean, honestly. Look, I read a quote recently. I’m not
even going to say who it’s from because, fundamentally, I respect what this person does in the
marketplace and they have a lot of success, a lot more success than me. So some people might even
recognize the quote and that’s fine. Basically, the person said, “If you’re flying under the radar, you’ll
never hit the atmosphere.” This could be a positive-
Chad Lane:
You know that’s not true though.
Matt D’Rion:
Tell me.
Chad Lane:
Well, mechanically, the atmosphere goes all the way to the ground.
Matt D’Rion:
Oh, you know what? Ah, crap. I think he actually said… Oh, I said the gender now. I think he actually
said, “If you’re flying under the radar, you’ll never get into orbit,” or height? That doesn’t sound as good,
is that really what he said? But you know, you’ll never make it to orbit kind of a thing. It was a picture
with a rocket pack on and the idea… And the thing is that it’s one thing to want your business and your
customers to get into orbit and not fly under the radar. It’s another thing to… Some people can, so
thoroughly attach their personalities to their business or to their customer success or this kind of a
thing. That can be okay. Fine, okay. It’s not my own personal approach and I don’t think that that’s
necessarily right or wrong. I don’t think the other approach is right or wrong, but anyway, not to digress
too much of what we really wanted to talk about on this podcast.
Chad Lane:
Well I think it’s directly what we want to talk about actually, dude.
Matt D’Rion:
Really? You like it?
Chad Lane:
I really do, I think it’s spot on. Because, as we’re talking, it’s like the idea of… It’s funny because I’m
experiencing some of the same phenomenon that, when talking to a client, it would be like, “Dude, you
just got to fucking do it.” What I mean by that is we have a client right now, the fashion guy, whose
major objection to doing things like podcasts and stuff is he didn’t want to talk about himself. Which, in
retrospect, okay, looking at my own reactions to us doing this and talking about, “Oh yeah, Worry Free
ba ba ba ba ba.” I have a similar sort of reaction, but the thing I told the guy over and over again is, “No,
you have expertise that is interesting to other people and is useful,” which goes directly into what we
were planning on talking about today anyway, regarding what is the purpose of a podcast, SEO, all that
sort of thing. They’re very directly related.
Matt D’Rion:
So there’s a difference between enjoying the sound of your own voice, which by the way, I think people
should enjoy it. If you look at the opposite, it’s not good either. But there’s a difference between
enjoying the sound of your own voice and using your voice to help people and enjoying the sound it
makes when you’re helping people. So how can you impart wisdom and how can you help people out
and you focus on that and you go, “I really enjoy helping people when I’m talking.” Some people,
though, they just like talking. It doesn’t even matter what’s coming out of their mouth, or they like
talking about themselves a lot and tons of studies show how much people like talking about themselves.
It’s like any -ology that you look at are going to tend to get into people talking about themselves. What
they don’t get, though, and what I think you and I get because of all the study that we’ve done, is what it
actually is is that people enjoyed being listened to. They enjoy being heard and being listened to.
Chad Lane:
That’s right. That’s precisely correct. The reason why people will rattle on and on and on and on, of
course, is because they haven’t felt like they’ve been listened to.
Matt D’Rion:
This transcript was exported on Sep 16, 2020 – view latest version here.
You cut out there, they haven’t felt like they’ve been listened to is what you said.
Chad Lane:
Listened to. They haven’t been heard. The best example I know…
Matt D’Rion:
Other than me?
Chad Lane:
Hmm?
Matt D’Rion:
I said other than me?
Chad Lane:
Other than you.
Matt D’Rion:
Go ahead.
Chad Lane:
There’s a guy who’s a vending machine guy. And all he does is he drives around in his van all day and the
only other living creature that he has is a dog. So he just drives around and I guess that dog isn’t a bad
listener because when he walks in to somewhere, he’ll start talking, and it doesn’t matter what you say
in return, he just kind of continues talking and he’ll keep talking the entire time he’s there and then he’ll
do all the vending machine things that he’s supposed to be doing. And it is really difficult to end the
conversation.
Matt D’Rion:
Which makes you kind of want to avoid starting one, I bet.
Chad Lane:
Correct. Then you just kind of run away. It’s really difficult. It’s really difficult.
Matt D’Rion:
I don’t know if successful people necessarily suffer from what you’re saying. There’s different ends of
the spectrum and you got one side is that, and then you have the side where you have… Again, it’s a
personality trait. You have the person who doesn’t want to just get on there and talk about themselves
all day long because they don’t really like hearing people talk about themselves all day long, so they
don’t want to be the person who does that. And then you have the person who says, “I’m not talking
about myself, I’m talking about how you can be successful,” but the lens they put it through is about
themselves or whatever. Anyway, whatever.
Chad Lane:
No I agree.
Matt D’Rion:
I believe as long as the majority of your communication is directed at helping people, not a, “Well, here’s
what I did,” but just help, help, help, help, help. Then it’s perfectly okay to enjoy your talking.
Chad Lane:
Right. Well, [inaudible 00:10:20]. That’s a fine statement. So what we’re attempting to do here is really
discuss a little bit about, okay, the mechanics of why a podcast and what benefits does it have on search
engine optimization? I think we’re going to talk a little bit about that today.
Matt D’Rion:
Yeah. On our last podcast, I made the statement, you and I were rapping back and forth on it, and I said
that the benefit of transcribing a podcast cannot be overstated. And you agreed and wanted to unpack it
a bit. The part that jumped out at you most was SEO, which is a facet of it, a very, very important facet
of it. I believe that in a digital age, a person could have the source of all of their marketing material stem
from a podcast. If they had someone who knew how to use their website, someone who knew how to
do anything design-related, and someone who knew how to use their email marketing software, and
somebody who knew how to do… Did I say social media posts? Email marketing, software, website
posts, and a designer.
Matt D’Rion:
Doesn’t even have to be a designer. You can use Canva, canva.com and do this. For those people
listening picture the tip of a pyramid and the person at the very tip, they record their podcast. Then
draw sort of those lines down the pyramid and at the bottom put email marketing, and then on the
other line, you put… Like columns, right? So you put these different things, these disciplines. Design,
email marketing, social media, blog post, SEO, you put these things. Person could record a single weekly
podcast and from that single weekly podcast, they could have a blog post, an email, they could have
search engine optimization down on their website. They could have at least 15 social media posts. If
they wanted to video it, they could have a video that goes on YouTube, which also helps with search
engine optimization.
Matt D’Rion:
They could also have the designer take those same quotables, drop them into a Canva template, put the
quotables there and then share that on social media, on Instagram and so on, appropriate hashtags,
they could then use those for advertising. So you could have an owner who, in 15 minutes a week,
creates the content that a team of tactical executors who, by the way, probably only each need to spend
about half an hour on each of these disciplines. So half hour an SEO, half hour email marketing. So let’s
say you have totals of two hours a week. In two and a half hours a week of effort, the majority of
industries that I see in the local business and small business category, which is 99% of businesses in the
United States, okay? It’s not all Amazon. You got a lot of small businesses.
Matt D’Rion:
I mean, imagine a gun shop, whether you’re pro gun or not, imagine a gun… I don’t want to bring up a
charged subject, but a lot of people don’t know a lot about guns. So you bring up a gun shop. The owner
This transcript was exported on Sep 16, 2020 – view latest version here. could record a podcast in 15 minutes a week talking about safety and classes and best practices and how to lock things up and this and that. Or take a different category, like a construction or handyman
services, in 15 minutes a week, plus the time it takes to send it over, a total of two and a half hours,
which comes out to a total of 10 hours a month spent on marketing, all the content that they would
need. And at the end of a year… You ready for this stat? At the end of the year, you’d have 52 podcasts,
over 10,000 words added to your website, you’d have 52 emails that went out. You would have
approximately 520 social media posts, approximately… I’d say 150 of those would be a nice image with a
quote on it, with your business name or your name on it.
Matt D’Rion:
You could produce all that. And all from… What’s funny is you and I haven’t traditionally sold podcasts
as a service, so it kind of sounds like I’m leading into pitching this as a service. And it’s actually not, I
mean… [crosstalk 00:14:26]. Yeah, it’s not what I’m saying. What I’m saying is how brilliant this is for the
person who feels like they don’t have any time and that they can’t market and how a person like a local
business or a small business can end up creating quite a bit of jealousy with their competition. Like after
a year of doing this, nobody’d be able to touch you on the amount of online content you’d have and
Google would reward you in spades because Google loves written content. Google loves it when you’re
posting updates. Google loves it when you throw these quotable updates on your Google My Business
page. You could really dominate. And the amount of effort you’re putting out is getting over the hump
of not wanting to record a podcast or feeling like you have nothing to talk about.
Chad Lane:
Right. And I think it’s important to discuss a little bit, because you mentioned the statistics, how much
content would be available after a year. I think any business owner would agree… Would they be willing
to spend a total of 25 hours over the course of a year and hire professionals to handle another two and
a half hours? You know, 150 hours-
Matt D’Rion:
120. 120-ish, yeah.
Chad Lane:
Would they be willing to invest that in order to accomplish what benefit? Because yeah, great. Okay, all
that content… What does that result in? Why is that a good thing?
Matt D’Rion:
You’re asking me? We’re kind of back to that interview format here. Why don’t I ask you? Why is it a
good thing?
Chad Lane:
All right. It’s a good thing because, all things being equal, people do business with those that they know,
like, and trust. That’s a quote from Bob Burg. I think that in a lot of cases and including us, the cobbler’s
sons have no shoes. In a lot of cases, small businesses can kind of go a bit faceless when attempting to
market. Reminds me of some of our early clients where we had a… This is right when travel agents were
going down the shoot because they’re suddenly in competition with orbit.com or wherever, the
cheapest flight agents.
Matt D’Rion:
Yeah. Or printing companies too, we ran into that also.
Chad Lane:
Yeah, we did that with a printing company as well. Frankly, none of us have the resources to go up
against an organization that’s willing to dump millions and millions and millions of dollars into creating
amazon.com. We’re not-
Matt D’Rion:
Virtually none of us have that.
Chad Lane:
Right. Virtually. The people we’re talking to don’t.
Matt D’Rion:
Sure.
Chad Lane:
However, if we can communicate the unique benefit of working with us… And by this, I mean as a small
business owner. Why would I go to this dance studio rather than that dance studio? Why would I go
ahead and hire a travel agent when I could just book a flight myself? Why would I… These sorts of
things. Otherwise, the result is we’re just kind of faceless.
Matt D’Rion:
Okay. So your point is you think a person should do it because it gives their company and their brand
personality and a more human touch. It helps humanize the business.
Chad Lane:
It builds know, like, and trust. If you can provide valuable information for free to people who are
interested in knowing about it, then those people, they might not hire you right away, but they know
that you’re more than willing and interested in talking enough about whatever it is you’re doing. That
they can talk to you.
Matt D’Rion:
Sure.
Chad Lane:
So it’s just…
Matt D’Rion:
So let’s say you record all this stuff you’re talking about, and this is where I think the rubber meets the
road on this thing, to use just a total cliche statement. You can talk about stuff all day long, but it doesn’t
matter if people aren’t reading it. You can give away information for free all day long, but it doesn’t
matter if people aren’t reading it, if people aren’t hearing it, listening to it, watching it. So you create the
assets, how do you get people reading the assets? That’s where search engine optimization comes into
play and how the creation of these assets we’re talking about, all on their own, actually are a huge part
of SEO. They’re a huge part of search engine optimization, getting a search engine to decide that the
best way to answer a search query, a question typed into Google, is to bring someone to your website
where you’ve talked about these things. We’ve all tried to do a project on our car or on our home or
even on our computer where we’ve Googled for an answer.
Matt D’Rion:
And it’s funny sometimes that the answer we find is actually on some local business in Podunk,
Wisconsin. And we’re like, “Huh, interesting.” So that does nothing for us, I live in Florida. But if you’re in
Podunk, Wisconsin, and you Googled for that answer, this is probably the company you’re going to go
back to again and that company can then have a marketing company do remarketing ads for them, and
Facebook targeted ads, and grab a Pixel and offer them an email address. So there’s a lot you can do and
so the question I ask business owners, I think you know I ask this question to get them in the proper
mindset on what we’re talking about.
Matt D’Rion:
“Are you going to be in business in five or 10 years? Do you still plan to have the company?” If you do
still plan to have the company in five or 10 years, then you have… Usually there’s a problem someone’s
trying to solve today when we have a marketing conversation with them. So we want to solve it today.
We want to bring them more business today. We want to solve their issue today. At the same, anything
we can do today that is going to add up to more business two, three, four, five years out, anything that’s
going to do that is incredibly wise for them to do. Like adding 50,000 words to their website over five
years. What competitor in a 10 mile or 20 mile radius of a local business is going to add 50,000 words to
their website, high quality unique words on actual topics people search for over the next five years?
Matt D’Rion:
You know what, 1%. I could go down the street, I could pick any business and be like, if they did that, the
amount of business they’d get in five years from search engines, from search queries with voice and
Alexa and Siri, from people listening to podcasts, whatever. So that’s where doing this… You’re creating
it to your point. When the person hears it and they listen to it and they follow it and they read and they
get that information, it will create know, like, and trust for the business, but just creating it and
publishing it also allows the search engines to then bring people to you so they can then consume your
content so they can then know, like, and trust your content.
Chad Lane:
Right. That’s totally legit. It’s totally legit. It’s both of those things.
Matt D’Rion:
So there you have your two sides of that coin. It’s a longer term investment and in the shorter term,
what we do with clients is we’ll get ads going right away, get Google ads going right away, get Facebook
ads going right away. It’s called buying traffic. Okay, people are searching for plumbers. Boom, let’s
connect you. At the same time, if you’re planning on bequeathing this plumbing company to your son in
20 years or whatever… It’s like, great. The internet is going to be here in 20 years, agreed? It’s like, “Yes,
we do agree.” Okay, good. So how can you have more content, a better website, really build that out,
have a whole podcast around it, and create immense amounts of opportunity? That, of course, applies
to a single channel of business. I think it goes further.
Matt D’Rion:
I think of course you get into business strategy and adding different channels of business and adding
sister companies or adding in new departments. But that gets into a whole different level of strategy
of… Like the company that was building tanks for the manufacturing space and then manufacturing
crashed so they used their same equipment to build tanks for microbreweries, which were then on the
rise and they were able to stay in business. So it’s like a pivot, that kind of thing. But beyond those kinds
of things, when we’re just talking about owning a market, dominating a market in an area, this is a really
good way to do it that doesn’t go away. A Google update’s not going to kill you. If a Google update
comes out to change how the algorithm works, you’ll still be fine.
Chad Lane:
Right. Legit.
Matt D’Rion:
Yeah man.
Chad Lane:
Well we’re at about 23 and a half minutes, I think we said some good things.
Matt D’Rion:
Yeah, we try to keep these podcasts… This is actually a little bit of a longer one. We try to keep them
between 15 and 20 minutes, but sometimes if we’re delivering value, we’ll finish up what we’re talking
about. I encourage people to listen to our next one. We release them typically a week apart and they
can go back. We try to have good descriptions on the podcast so you can always find what you’re
interested in and see what we’re talking about and tune in. And if you want to reach us, you can, just
worryfreemarketing.com. You can find us, we’re right there, we’ll talk with you.
Chad Lane:
Amen. Preach. Okay, yeah.
Matt D’Rion:
Okay.
Chad Lane:
Make sure to mark that explicit button.
Matt D’Rion:
Okay, man. Bye.