The Winning Brand
with Chase Hunter
Podcast – Show Notes
[S3 EP 116]


The Winning Brand Podcast is the show that helps you get equipped with tools and resources that lead to results, so you can win in business.

About the host:

Chase Hunter is the Lead Brand and Media Content Strategist at The Winning Brand. She helps hundreds of brands to scale up and go global by building out a strategic media plan that ts a core expertise. On each episode of The Winning Brand, Chase interviews leaders and innovators as they share their tips and stories around business and success. Today’s episode features Jeremy Slate, founder of commandyourbrand.com.

Key Takeaways:

[Show Intro]

[1:08] “So, hey Jeremy, welcome to the show.”

[1:11] “Excited to be here. Thanks for having me. Excited to share some value with your audience today.”

[@1:20 the podcast jumps at ‘absolutely I’]

[1:43] “How do you have the perfect positioning in your niche?”

[2:03] “When I started my own podcast, I made a top 100 list of the people I most admired.”

[2:16] “One of the things I started doing, is I started interviewing a lot of these people that had written e-books on amazon and were topical experts.”

[2:48] “Once you get credibility under your belt, get some visibility under your belt. Start writing for industry publications.”

[3:10] “Find out who opinion leaders are in your niche and start interviewing them.”

[3:50] “How did you get into this space?”

[4:00] “When I was in grad school, I had a teacher that looks like Neil Patrick Harris and he was listening to a podcast...that got me into the whole podcast world.”

[4:40] “I started in 2008, listened to shows. I started teaching...realized teaching wasn’t for me. I started the podcast as a way to have creative control of my life and it took off.”

[5:13] “Now we’re over 2.5M downloads.”

[5:33] “I want to talk about the power of podcasting for your business because it’s so imperative and I find that’s where so many entrepreneurs miss the mark.”

[6:01] “When people talk about podcasts, it reminds me about the South Park episode back in the day when they talked about making the magical internet money. They look at a podcast as a slot machine. They’re going to start it and make all this money and that’s not the reality of it.”

[6:14] “What a podcast is, is it’s one of the best networking tools you’ll ever have.”

[6:22] “I have a future episode coming out with former CIA general DR DAVID PETRAEUS and I never would’ve had a reason to connect with him before.”

[6:42] “You’re getting continually seen with the right messages, continually talking to influencers in your area so your brand positioning grows.”

[6:57] “Your podcast is the PR end of your business.”

[7:33] “I receive the most speaking engagements because of the podcast. The networking has been so amazing.”

[8:06] “I have a 2 year old daughter...and I got a speaking gig in Kiev, Ukraine and my wife and I thought how can we build the next two weeks around this and it all came from the podcast.”

[8:48] “One year ago that happened to me, I had a speaking engagement and I thought, hmm, maybe I should create a podcast tour.”

[9:25] “Anything live is scary because you never know what may or may not break...”

[9:39] “Even with my newscast, every Monday it’s always something, my nerves are shot ‘cause it’s live.”

[9:52] “So, tell us about some false beliefs we may have around podcasting.”

[10:03] “First one, we just talked about the magical internet money.”

[10:09] “There’s a very small percentage of podcasts that are going to make that money.”

[10:17] “In podcast space, traditional way advertising is done, is a CPM...So, going rate is $25 per 1000 downloads. But, here’s the thing most podcasts aren’t making enough money per CPM because they don’t have the downloads.”

[10:57] “One of early things I did out of gate was charge a flat rate per episode.”

[11:29] “Second thing a lot of people struggle with is getting the guests they really want to get.”

[11:53] “I mentioned the list of top 100 people I admire when I started, that list is a spreadsheet and that spreadsheet gets worked every 30 to 60 days.”

[12:08] “I’ve gotten a lot of guests in the last year that I’ve been following up with for five years.”

[12:38] “...be willing to follow up”

[12:52] “The fortune is in the follow up.”

[13:11] “Going back to financial aspect, I think there are so many other ways that you can create that content and monetize.”

[13:35] “How do you use podcasting to refine your message?”

[13:50] “A lot of ppl you’re interviewing might have high ticket affiliate offers, so it’s not just advertising.”

[14:21] “The more times you say something, the more certain you get about it.”

[14:49] “He was like what are you doing? And I was like I want to create my own life and he was like good luck with that…”

[15:25] “There’s three parts to ever message – your personal story people can understand, 3-5 teachable things you have for people and then a call to action you want them to take at the end.”

[16:01] “That’s what that clarity of message looks like – getting personal story to match with message to match up with getting people to do what you want them to do.”

[16:27] “There’s a lot of people who want to be other people.”

[16:41] “They forget that they have their own view points.”

[17:06] “There is an Oscar Wilde quote...be yourself, everyone else is taken.”

[17:22] “Personal branding is a requirement not an option, what does that mean to you?”

[17:51] “There’s less and less big brands and people are starting to know people more.”

[18:08] “What I think is happening is this idea is that there are people and they like people and they are starting to create fans that way.”

[18:33] “It’s a democratization...online marketing is coming down to the level of ppl where they’re just interested in people.”

[18:57] “The small pond, PR strategy…”

[19:31] “What a lot of entrepreneurs and thought leaders do, is they actually remove themselves from their power base.”

[20:11] “What you want to do is make a spreadsheet of all the small local groups that you’re a part of and take a look at what kind of publications they have.”

[20:33] “When something happened in my business, we’d write a press release and it would run. That’s how I built up early PR.”

[21:10] “Google hub spot – press release and how to write one...”

[21:13] “If you’re making something that’s newsworthy...you’re going to have a pretty good chance of getting that media placement.”

[22:03] “For an entrepreneur that may be where I am, in Houston, the larger cities, would that be the same strategy for them as well?”

[22:21] “Here, in NJ, there was a fundraiser for the WOUNDED WARRIOR PROJECT. They took 80,000 pound army tank. They put it on a chain. Person with the lowest body weight to pull the tanker furthest would win the event.”

[22:53] “That’s a really interesting and different story, even in a big city that would get pick up because it’s so interesting.”

[23:21] “You have to get a little more creative, but it’s totally doable.”

[24:27] “For example, podcasts are still not quite en vogue. So, if you do something interesting with a podcast, it might get picked up.”

[25:17] “You have to think outside of the box with these type of things.”

[25:29] “They don’t look for you, you have to do be actively seeking it getting it and figuring out how to differentiate.”

[25:36] “...and done is better than perfect”

[25:57] “My husband always says...the good news and the bad news is that we’re all on the same playing field right now.”

[26:42] “Sometimes you have to be willing to go for it and clean up the mess later.”

[27:09] “I know we talked a lot about getting media about the podcast space...Honestly, I made so many mistakes in the beginning. I got so many reject. I want to cut the learning curve for people. So, we put together a 38 min training… You can get that for free and start moving.”

[28:07] “Whether it’s podcasts, whether online PR, whatever it may be, the media does not look for you...you have to be your own brand evangelist.”

Connect with Jeremy Slate:

www.commandyourbrand.com/freetraining

Connect with The Winning Brand:

www.winningbrandpodcast.com