Jennifer Longworth's Top Marketing Secrets for Growing Your Podcast Editing Business

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(upbeat music)

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- How much is that?

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(all groaning)

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- All right, welcome to the podcast Editor's Mastermind.

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I hope we're live right now.

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When I hit the little go live button,

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I actually got a warning that said,

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"Hey, this is too hard, StreamYard's struggling."

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So I'm hoping that we're live

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and that if you're watching either on Facebook

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or on YouTube, you're able to join us in the chat

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because we wanna hear from you.

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Tonight, we're gonna be talking about

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all of the magical secrets that Jennifer has

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that she's been using to grow her business.

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But before we do that, we're gonna take a quick second

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to introduce ourselves.

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I'm Bryan Entzminger.

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You can find me at toptieraudio.com

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and over here is...

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- Jennifer Longworth, bourbonbarropodcasting.com.

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- And unable to join us tonight,

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we're both Daniel Abendroth and Carrie Caulfield.

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Both of them were unable to make it.

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You can find Daniel at rothmedia.audio

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and Carrie at carrie

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.land.

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And we're hoping that they can be back with us soon,

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but it's just us for tonight.

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I also wanna mention before we get into this

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that we do have a potential sponsor coming up

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for a couple episodes.

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So just kinda keep your eyes open for that

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in the next couple of episodes

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and we'll see what happens with that.

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With that, we're gonna go ahead and jump in

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'cause that's what podcasters do.

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We get all this stuff out, then we jump in,

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we say we're gonna get right to the meat and potatoes

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'cause we need cliches.

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So Jennifer, we're gonna talk about marketing secrets.

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- Let's dive right in, Bryan.

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- Yeah, let's dive in.

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We're talking about marketing secrets today.

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So instead of just having you spill the beans

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and try and share all your secrets in one fell swoop,

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I thought maybe we'd take a little bit of a process

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through this and just talk about before,

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'cause last year I think you were kind of getting back

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into the editing, you'd taken a bit of time off

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from editing, you were getting back in

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and I think you ended the year with a handful of clients.

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What were you doing in terms of marketing

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and getting your business out there

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that got you back to that handful of clients?

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- I never went totally away, first of all.

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I just had a falling out with podcast editing relationship,

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wasn't all there, and that's why I disappeared

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from the show for a while.

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But I never quit editing 'cause I have a few,

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well, I have one long-term client

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who's been with me for a few years,

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so she never missed a beat.

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And a couple others, they've podfaded since then,

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but whatever, but I've always kept a few.

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And for those of you who haven't been following along,

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I tripled my business in the past six months.

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So what was I doing before?

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Not much different than what I'm doing now.

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It just started to work.

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(laughing)

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- See, this is where I was really hoping

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that you'd have some secret program

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with a fancy name that you sell for a price

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that has a seven at the end that you can offer to us

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that will get us all going.

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What is it that you're doing then?

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Do you have a sales funnel?

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Are you working everybody through a pipeline?

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Do you have some kind of process

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that you're just rocking it out with?

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What are you doing?

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- Well, you're saying words that I don't think

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in terms of system and pipeline and funnel

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and all those things, no, I don't do any of that.

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The big marketing people and how you wanna make money

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and all those things, that's what they tell you to do.

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And there's this thing called a CRM,

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don't know if you've heard of that.

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I don't have one of those either

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because I don't think that way.

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But back fall of last year,

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I met Amanda Riley on the ball is her company.

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Shout out to Amanda, she'll never see this,

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but if she does love her,

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she just set me up with a spreadsheet

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because I was getting bogged down in billing

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and not getting paid because I wouldn't send out my invoices

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for over a month.

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And that's not a good way to run a business

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'cause then you don't make any money

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'cause you're not asking for the money, you don't get paid.

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So she sat down with me and she just made a spreadsheet,

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client name, episode, week one, week two, week three,

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week four, week five, when there is a week five.

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And she's like, here's a spreadsheet, run with this.

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And that was enough of a system framework

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for me to start thinking logically,

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I guess maybe at least tracking.

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So when I started the spreadsheet with her,

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I had six paying clients.

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That's how I know the number.

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So last year, six paying clients.

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My goal for 2023 was 10 paying clients.

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And I hit that over the summer,

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but then people didn't continue.

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So I ended the year with six.

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And there was a lot of things that happened

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all at the same time.

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It's hard to sort through,

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but that just given some structure

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to a non-structured thinker was very helpful.

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- So you mentioned that there was a lot of stuff

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happening at the same time.

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Can you maybe share a little bit more about that?

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'Cause believe it or not, for those that are watching,

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I don't know a ton of this backstory

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because Jennifer and I and Daniel haven't connected a ton

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off the show recently.

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So I'm learning as much as you are.

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- Well, my biggest thing is the in-person networking.

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I do a lot of that.

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I joined BNI, Business Networking International

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at the beginning of the year.

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I've been involved in Women Leading Kentucky

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for a few years.

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I just joined, last year I joined NABO,

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the National Association of Women Business Owners.

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If you don't remember this for the notes,

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I'll loop you back in later.

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I see you trying to get it all in.

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(laughs)

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But doing these things and being challenged

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as a business owner by the participants

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in these different groups.

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I can't specify what one person said or didn't say,

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but asking what are your goals?

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I went to a speed networking thing,

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which is like speed dating, but it's with businesses.

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And you had to share your goals

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with your partner for the round.

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And I'd be like, "Oh, I want 10 paying clients.

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I want you to get back to that."

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And they're like, "Okay, that's not big enough.

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That's all you got?

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Well, what does that mean in terms of numbers

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or revenue or whatever?"

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And they're throwing out acronyms.

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I didn't understand what they meant,

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but I'm like, "Oh, I need to think about money too."

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And Jesse, what choice?

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He's like, "Oh, don't just base it on number of clients

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and whatever and just things clicking like that."

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And I don't know, then people just started coming to me.

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(laughs)

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It's like, how did this happen?

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- You mentioned that you're having

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some of these conversations with other business owners

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that are challenging you.

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Did that then change anything that you were doing

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or how you approached what you were doing?

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- Well, one thing I can't specify,

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someone in Nabo, Basia Roberts,

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talked about how her company used to have a logo

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with the skyline of Lexington on it.

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And then she felt that was limiting, changed the logo,

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and was able to branch out past just Lexington.

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So for people who have my old coasters,

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the brown ones, there's the state of Kentucky

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behind the "Bourbon Barrel" podcasting logo on it.

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I got a new logo that doesn't have

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the state of Kentucky in it.

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It looks like this.

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It's still a "Bourbon Barrel," a "Bourbon Barrel" head,

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but I took off the state of Kentucky

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'cause that kind of resonated with me.

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I'm like, "Oh, maybe I am limiting myself."

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And then taking that mindset away,

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I mean, I still want to be your go-to person for podcasting

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in the central Kentucky area.

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That's still my niche,

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but I don't have the state of Kentucky on my logo anymore.

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So I'm thinking bigger.

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- That was actually gonna be one of my questions

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because I remember that your,

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I'll call it an elevator pitch

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'cause I don't remember exactly what it was,

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but it was very specific to, I help Kentuckians.

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- Yep.

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- Has that changed also for you?

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- That is no longer on the website.

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It doesn't say Kentuckians on the website anymore.

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- Okay.

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- It was an old tagline and it was empowering Kentuckians

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to change the world one podcast at a time,

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but now it's just empowering you.

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So, or people, or I don't even know what it says.

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I don't use it very often.

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What do I say?

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I say, "Empowering you to change the world

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one podcast at a time."

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That's the one that rolls off my tongue easiest

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if I need a quick line,

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but I have a bunch of other ones I say too.

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- So you mentioned that you're networking

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in a bunch of these groups.

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You've got BNI, Women Leading Kentucky,

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National Association of Women Business Owners.

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Did I get those right?

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- Yep.

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- Ha ha, that means I win a prize.

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- Good job.

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- Yeah, are those where you're finding your clients?

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- No.

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- Ooh, say more about that.

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'Cause you mentioned the value in the networking group,

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but you're not getting your clients from there.

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So what's going on?

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- Not directly.

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So I'm getting business knowledge.

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And I tried to think about this and I had to say,

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where my most recent clients came from.

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One of my most recent clients who signed on

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for a launch package,

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we have been running in networking groups for a few years.

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And she's just now coming around to podcasting.

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So just like we tell all of our clients

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that podcasting is a long game,

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networking is also a long game.

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So she came around for years.

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Two others I met networking

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at the Podcast Movement Evolutions.

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And this is the first conference I've been to

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that has actually turned into business

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directly from that conference.

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I've spoken, I've visited, I whatever.

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Well, good clients.

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I have met, I should say,

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I did get somebody else from one or the other,

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but they've already podfated.

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But this one, it just felt like, wow,

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I'm getting my return on this conference.

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- Nice.

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- And that's real nice.

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And one of them, this,

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I guess what it comes down to is providing value to people.

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And I met the girl and I was like,

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well, who's your media host?

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Well, what's a media host?

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Well, how are you doing in podcast

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if you don't have a media host?

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Well, we're just uploading it and pray and pray, I guess.

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I don't know.

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And I'm like, well, here's a few media hosts.

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I recommend so and so and so and so.

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And they were like, wow, you just provided value

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and asked nothing in return.

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And that's how I got another recent client.

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She found me on Facebook.

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We have a huge Facebook group called Ladies of Lexington.

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You don't have to put that in the show notes.

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It's just for Lexington, Kentucky women.

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If you're a Lexington, Kentucky woman,

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but someone finally asked my question,

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are there any podcast editors or producers in town?

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Well, ha ha, of course.

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So the comments blow up with my name

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because I've done my networking with people.

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Someone, not the original poster, booked a time with me.

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I already have her money, but she hired me.

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She said, okay, I'll be upfront with you.

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I'm interviewing multiple people.

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Sure.

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But I said, hey, how tied are you to your show name?

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'Cause you don't have a keyword in your show name,

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your show title.

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I have no idea what you're about.

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I had to like look into this.

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She was like, oh yeah, that's a good point.

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And then I pointed out something else on her feed

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or whatever, I'm like, you know, you could approve it.

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And she goes, you've already provided me so much value.

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I'm not even gonna interview anyone else.

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You're hired.

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Wow.

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I mean, I could have just said it costs this much

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to work with me, but I didn't.

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I was like, okay, you have me for 20 minutes

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or whatever on the discovery call,

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but I can provide you a little bit of value.

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You see why you should work with me,

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not just how much it costs.

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- You mentioned that Evolutions was the first

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of those conferences that you've gotten a good client from.

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Was there something different about that?

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- As I reflect on my not so good clients,

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I think the difference was I interviewed

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with both co-hosts this time.

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Whereas before I only talked to one of them

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and the other one had a problem with me.

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(laughs)

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So if you are going to work with someone,

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I'll be sure you talk to all the parties involved.

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Because it was a personality issue.

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But I'm like, that's been, as the kids would say,

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a hot minute since I've gotten clients from our conference.

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So I kind of almost forgot about that.

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I did have that.

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- Part of why I'm asking is because I've been

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to several conferences and my number is zero,

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which is fine.

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I mean, I didn't go to the conference

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for the specific purpose of finding a client.

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That's just a nice bonus.

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- Right.

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- But I was just wondering,

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if there was magic in the conference itself,

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because I think evolution tends to be more industry focused

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as opposed to the regular podcast movement,

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I think is generally more beginner focused.

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Right?

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There's a lot of tracks.

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A lot of the tracks are very basic high level stuff,

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or they're purchased by somebody who's just selling them,

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helping you with your show, right?

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- Right.

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Well, I will say that I've never gotten a client directly

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from speaking at one of these,

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but I sat behind the one girl

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and that's the one I provided value telling her

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what a media host was and why she needed one.

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And then the other lady,

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I sat next to her and just got to talking

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and I haven't raised my rates yet.

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So my rate is like way less than what she's paying now.

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She's not happy with her editor.

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I'm like, I can save you some money.

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That's not gonna be my pitch after June 1st.

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But that just, and we just kind of clicked

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and we had a lie in common and just kept talking.

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And I mean, it's still networking just on a different scale.

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- So I think before we move on from networking,

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we did have one question Daniel dropped in,

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even though he wasn't able to make it,

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he had a question for you.

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He's good like that.

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He mentioned that he wants to get involved

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in some networking, but he's not really sure

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how to get started.

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I don't think that I heard from you

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that you started with BNI and women of,

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so how did you get started?

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- Okay, so how did I get started networking?

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- Yeah.

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- Let's doodle-doodle-doodle-doodle-doodle,

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go back in time to when I was a stay at home mom Avon lady,

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or even before I had kids, I sold Avon for 10 years,

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makeup, perfume, jewelry stuff.

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Yep, I did that.

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So as a salesperson, you know you have to get out

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and it's a numbers game and you gotta meet people,

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meet people, get yourself out there.

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So I started finding networking groups back in,

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I guess this would have been 2000, 2002.

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That's when my kids were little,

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but getting into the networking game then,

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and there were a few different groups

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I kind of got involved in then,

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and then a few years ago found a different one,

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but not all groups are for the same,

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I don't wanna say quality of people,

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but that is seriously the only word coming to my head.

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But like some are for mompreneurs,

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some are for women business owners, some are, it depends.

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So you have to find the right group.

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And if you can't find one,

Speaker: 00:15:56

well, I started the Lexington Podcasters Meetup group

Speaker: 00:15:59

in 2018 and I have gotten clients directly

Speaker: 00:16:02

from running that group because I'm the expert in the group

Speaker: 00:16:06

'cause it's my group and people come to the group

Speaker: 00:16:08

and they're like, "Who edits in here?"

Speaker: 00:16:09

And everyone points to me.

Speaker: 00:16:11

They're like, "Oh, it's her."

Speaker: 00:16:14

Chamber of Commerce is a great place to start too.

Speaker: 00:16:19

If you're serious about your business,

Speaker: 00:16:20

so Commerce Lexington here locally, I'm a member of that.

Speaker: 00:16:24

I know the Chamber of Commerce has networking events

Speaker: 00:16:28

that are open to the public.

Speaker: 00:16:29

You can pay a little bit extra to come,

Speaker: 00:16:31

like it's $10 for members, $15 for non-members

Speaker: 00:16:35

or something like that.

Speaker: 00:16:37

And then just come and meet people.

Speaker: 00:16:39

Now, my strategies don't work

Speaker: 00:16:41

if you're an introverted introvert, an introvert, Bryan.

Speaker: 00:16:45

So- - Wait, are you looking at me?

Speaker: 00:16:46

Is that what I hear?

Speaker: 00:16:48

- I'm just saying that true introverts

Speaker: 00:16:50

would not work with my method.

Speaker: 00:16:53

Now, am I an extrovert?

Speaker: 00:16:55

Eh, I'm kind of like, depends on my setting.

Speaker: 00:16:59

After I people all day, I'm really done.

Speaker: 00:17:01

- Right.

Speaker: 00:17:04

- But I still set up

Speaker: 00:17:06

at Women in Kentucky conference last week.

Speaker: 00:17:10

I have a meeting with a potential podcast partner.

Speaker: 00:17:13

I'm not exactly sure what they mean by that yet,

Speaker: 00:17:16

but they want a podcast partner.

Speaker: 00:17:19

- Hmm.

Speaker: 00:17:20

- Is that me?

Speaker: 00:17:20

I don't know, but I have a coffee meeting set up

Speaker: 00:17:24

like right after, because I was standing there

Speaker: 00:17:26

at the conference and like,

Speaker: 00:17:27

"Oh, we need a new podcast partner," whatever that means.

Speaker: 00:17:30

And I like emailed them from my phone.

Speaker: 00:17:32

I'm like, "Okay, Jennifer, they're really interested.

Speaker: 00:17:37

Don't drop the ball on this because I do."

Speaker: 00:17:41

- And if they want a podcast promoter,

Speaker: 00:17:42

we've got somebody from our comments in,

Speaker: 00:17:46

separate, not from this.

Speaker: 00:17:47

We're not talking about you, Alejandro,

Speaker: 00:17:49

but we've gotten recently a rash of people

Speaker: 00:17:51

that are wanting to promote this show for us,

Speaker: 00:17:54

Apple iTunes and Spotify.

Speaker: 00:17:56

- And YouTube.

Speaker: 00:17:57

- Yeah, and the YouTubes. (laughs)

Speaker: 00:17:59

So at least it wasn't that.

Speaker: 00:18:02

Alejandro says, "Did you called me?"

Speaker: 00:18:05

I think he's probably referring to how extroverted

Speaker: 00:18:07

he likes to be as well.

Speaker: 00:18:08

(laughing)

Speaker: 00:18:10

- Yeah, well, podcast editors, it's a very,

Speaker: 00:18:15

you know, me and my computer type industry.

Speaker: 00:18:19

It doesn't really require a lot of talking to other people,

Speaker: 00:18:23

which is why I got really depressed

Speaker: 00:18:26

when I was trying to make it a full-time thing.

Speaker: 00:18:28

- Oh, gotcha.

Speaker: 00:18:29

- And also why I do a crap ton of networking,

Speaker: 00:18:33

because I gotta like satiate that extroverted side of me

Speaker: 00:18:38

from time to time.

Speaker: 00:18:40

- So if we exclude recovery time

Speaker: 00:18:44

that somebody like me might need,

Speaker: 00:18:45

if they spent what feels like 600,000 hours

Speaker: 00:18:49

of networking a week. (laughs)

Speaker: 00:18:52

Do you have some,

Speaker: 00:18:53

like is somebody helping you with your marketing and stuff?

Speaker: 00:18:56

- Not really, I have Big Echo Creative does my design work

Speaker: 00:19:01

and then I order stuff on my little swag

Speaker: 00:19:06

from another company.

Speaker: 00:19:07

But as far as like getting out and pounding the pavement

Speaker: 00:19:11

and actually doing the networking, no, it's all me.

Speaker: 00:19:14

Now, one of my subcontractors is gonna sub for me at BNI

Speaker: 00:19:18

in a couple of weeks when I can't be there.

Speaker: 00:19:21

So I'm like, "Oh, hey, you're off work that week.

Speaker: 00:19:24

How convenient, I can't be at BNI.

Speaker: 00:19:27

You get 45 seconds to talk up the business.

Speaker: 00:19:30

Can you do it?"

Speaker: 00:19:31

- Yeah, nice.

Speaker: 00:19:33

You mentioned that Big Echo Creative does some of your stuff

Speaker: 00:19:36

and you also get some other things.

Speaker: 00:19:38

Before we started recording,

Speaker: 00:19:40

you were showing me some of the cool stuff that you have.

Speaker: 00:19:42

- Yes.

Speaker: 00:19:43

- I would like to showcase this

Speaker: 00:19:45

because these creative ideas are really interesting.

Speaker: 00:19:47

So what you got there?

Speaker: 00:19:48

- So this is last year's model.

Speaker: 00:19:51

It's a bourbon barrel key chain.

Speaker: 00:19:52

It's a little squishy stress ball,

Speaker: 00:19:54

but it's shaped like a bourbon barrel on a key chain.

Speaker: 00:19:58

And I gave those out

Speaker: 00:19:59

at Women Leading Kentucky Conference last year.

Speaker: 00:20:02

And this year people were telling me,

Speaker: 00:20:03

"Oh, I have that on my desk.

Speaker: 00:20:05

Oh, I still have your bourbon barrel."

Speaker: 00:20:07

So they remembered me.

Speaker: 00:20:09

This year I gave out little bourbon drinking glasses

Speaker: 00:20:13

with my logo on them.

Speaker: 00:20:15

They're very nice.

Speaker: 00:20:16

They turned out, they're a lot better quality

Speaker: 00:20:19

than I thought they would be.

Speaker: 00:20:20

My logo is very tiny, but hey, it's there.

Speaker: 00:20:25

And then I have pins.

Speaker: 00:20:27

And this year for Women Leading Kentucky,

Speaker: 00:20:28

I had a big pop-up banner with my face on it.

Speaker: 00:20:31

And you can go to my Facebook page

Speaker: 00:20:33

and follow me, bourbon barrel podcasting,

Speaker: 00:20:35

and see pictures of that.

Speaker: 00:20:36

And then I have a table runner

Speaker: 00:20:38

just to make me look more professional and put together.

Speaker: 00:20:41

And even my mom and sisters were like,

Speaker: 00:20:43

"Oh yes, those pictures look like a professional setup."

Speaker: 00:20:46

I'm like, "Yes, because I'm running a business."

Speaker: 00:20:50

- Nice.

Speaker: 00:20:51

And for those that are listening to the podcast later,

Speaker: 00:20:54

if you go to the show notes page,

Speaker: 00:20:55

you should be able to see that.

Speaker: 00:20:56

We'll have the video there for you

Speaker: 00:20:58

so you can just scoot ahead to about 23 minutes in

Speaker: 00:21:01

and you can see those, what she showed us.

Speaker: 00:21:04

Not everything's gonna be visible

Speaker: 00:21:05

because she doesn't have the big banner behind her,

Speaker: 00:21:07

which I think is pretty lame.

Speaker: 00:21:08

You've just got it set up like an office today.

Speaker: 00:21:10

(imitates air whooshing)

Speaker: 00:21:11

Oh yeah, nice stuff.

Speaker: 00:21:12

- It's like my rack card only, life-size.

Speaker: 00:21:15

- Nice, life-size rack card.

Speaker: 00:21:19

- Yeah.

Speaker: 00:21:20

- So let's see.

Speaker: 00:21:20

I've got really just a couple other questions.

Speaker: 00:21:23

If anybody in the chat has questions for Jennifer as well,

Speaker: 00:21:25

we're glad to offer those up.

Speaker: 00:21:28

As you think about the journey to,

Speaker: 00:21:30

I'll call it rebuilding your business.

Speaker: 00:21:31

I realize that you never totally went away,

Speaker: 00:21:34

but you also did kinda let it get on life support for a bit,

Speaker: 00:21:38

which I think I might be guilty of currently.

Speaker: 00:21:41

So if I'm thinking to myself,

Speaker: 00:21:43

"Hey, it's time to start rebuilding things."

Speaker: 00:21:46

Is there anything that you wish

Speaker: 00:21:47

you would have done differently?

Speaker: 00:21:49

I'll tell you one of the things I did

Speaker: 00:21:50

right before I really jumped back in

Speaker: 00:21:53

is maybe it wasn't necessary,

Speaker: 00:21:55

was put a ton of money into the marketing.

Speaker: 00:21:59

We'll call it budget.

Speaker: 00:22:01

But there's a local publication here in town

Speaker: 00:22:04

that is a pay-to-play model,

Speaker: 00:22:06

but you can get your picture in it

Speaker: 00:22:08

and look really cool and fancy.

Speaker: 00:22:10

And I got, oh, two, kind of two clients off of that,

Speaker: 00:22:15

but it was very expensive and not worth it.

Speaker: 00:22:18

But putting a ton of money into something

Speaker: 00:22:22

makes you have skin in the game.

Speaker: 00:22:24

And then you're like,

Speaker: 00:22:24

"Oh, well, I am setting myself up

Speaker: 00:22:27

"as an expert being in this magazine.

Speaker: 00:22:29

"I should probably know what I'm doing."

Speaker: 00:22:33

And do you know what you're doing?

Speaker: 00:22:35

Oh, I do now.

Speaker: 00:22:37

Awesome.

Speaker: 00:22:38

Is there anything that you've been doing

Speaker: 00:22:39

to market the business

Speaker: 00:22:42

that didn't work out as well as you had hoped?

Speaker: 00:22:45

Well, that.

Speaker: 00:22:46

Lots of money in the pay-to-play?

Speaker: 00:22:48

Yeah, that didn't work out as well.

Speaker: 00:22:51

I mean, people see you and they're like,

Speaker: 00:22:52

"Ooh, I saw you in the magazine."

Speaker: 00:22:54

I'm like, "Oh, yeah."

Speaker: 00:22:56

Okay, so it's more like social proofing and street cred,

Speaker: 00:23:00

but you don't actually get,

Speaker: 00:23:02

I mean, some people are real successful

Speaker: 00:23:03

with those magazines.

Speaker: 00:23:04

They say that's their top sales tool or whatever.

Speaker: 00:23:09

Okay, that's not for a podcast editor.

Speaker: 00:23:11

Podcast editors were different,

Speaker: 00:23:14

in case you all didn't know.

Speaker: 00:23:16

I like the term special.

Speaker: 00:23:17

We are very special.

Speaker: 00:23:19

And so it's a,

Speaker: 00:23:21

when you think about podcasts in general

Speaker: 00:23:25

of how they're a very intimate medium,

Speaker: 00:23:28

you're in people's ears, et cetera.

Speaker: 00:23:30

And well, we're kind of the conduit of that.

Speaker: 00:23:34

So it's like a relationship with your clients

Speaker: 00:23:39

and their shows,

Speaker: 00:23:41

and you have to make them sound good for the listener.

Speaker: 00:23:45

It's a more relational process than just finding someone

Speaker: 00:23:48

in a magazine.

Speaker: 00:23:49

Yeah, yeah, that's fair.

Speaker: 00:23:51

I didn't get nothing from the magazine,

Speaker: 00:23:53

so I can't say that, but I didn't get enough to make it.

Speaker: 00:23:57

Yeah, so the question in the back of my mind is,

Speaker: 00:24:00

is it possible that some of these people

Speaker: 00:24:02

that you've now found also saw you in the magazine?

Speaker: 00:24:05

And while that wasn't what pushed them over the edge,

Speaker: 00:24:08

it might've been something that they considered.

Speaker: 00:24:10

Possibly.

Speaker: 00:24:11

I've gotten people just Googling podcast editing

Speaker: 00:24:14

in Kentucky, so don't underestimate the power

Speaker: 00:24:17

of your website in Google.

Speaker: 00:24:19

Do you think you'll still get that now

Speaker: 00:24:20

that you've removed Kentucky from the website?

Speaker: 00:24:23

It's still in my address and stuff.

Speaker: 00:24:24

Oh, okay.

Speaker: 00:24:25

Maybe you should share, for those that don't know,

Speaker: 00:24:27

you've changed a little bit about your brand identity.

Speaker: 00:24:30

I have.

Speaker: 00:24:32

Which part?

Speaker: 00:24:33

Well, why don't you just share,

Speaker: 00:24:35

'cause you've changed your logo.

Speaker: 00:24:37

Because of that, you've also changed your website.

Speaker: 00:24:41

You've probably changed some other stuff that I'm missing,

Speaker: 00:24:43

so in my mind, it's possibly all germane.

Speaker: 00:24:46

So we've been talking about marketing in person,

Speaker: 00:24:49

but things are different.

Speaker: 00:24:50

You're sending them to arguably a different place,

Speaker: 00:24:52

even though it's the same location.

Speaker: 00:24:55

I did do my website last year,

Speaker: 00:24:57

but that was before I redid the logo,

Speaker: 00:25:00

so it's still the old logo on the website,

Speaker: 00:25:02

'cause I don't wanna pay to have the, yeah.

Speaker: 00:25:06

I don't wanna pay for the time

Speaker: 00:25:07

for them just to upload a logo.

Speaker: 00:25:09

So I'm waiting 'til I have a lot to change.

Speaker: 00:25:13

To update the website again.

Speaker: 00:25:16

But I did redo the website,

Speaker: 00:25:18

'cause I wanted the bourbon barrel feel on the website,

Speaker: 00:25:21

and that was missing before, so I redid that.

Speaker: 00:25:25

Sending people to different places.

Speaker: 00:25:28

So a couple years ago or so,

Speaker: 00:25:30

I had a company do Instagram marketing for me,

Speaker: 00:25:35

Instagram and feed it to Facebook.

Speaker: 00:25:38

That totally fell flat.

Speaker: 00:25:41

I got nothing from that.

Speaker: 00:25:43

So I was like, you know what?

Speaker: 00:25:45

This is not worth it to me,

Speaker: 00:25:47

because nothing's happening here.

Speaker: 00:25:50

So now I just post pictures of me editing,

Speaker: 00:25:53

or me out and about, and me doing things.

Speaker: 00:25:57

I get engagement on it.

Speaker: 00:26:01

Is it turning into clients?

Speaker: 00:26:03

No, but neither was what I was paying for.

Speaker: 00:26:05

- Yeah, and I suppose that's a lot easier too.

Speaker: 00:26:08

- Yeah, and nobody's forcing me to do a reel

Speaker: 00:26:11

I don't wanna do.

Speaker: 00:26:12

(laughs)

Speaker: 00:26:14

- Yeah, so there's value in pushing through, right?

Speaker: 00:26:18

And doing something that's been proven to work,

Speaker: 00:26:20

but there's also value in not trying to fit yourself

Speaker: 00:26:24

into somebody else's wardrobe.

Speaker: 00:26:26

- Yeah.

Speaker: 00:26:27

- Which, to me, that's what a sales funnel feels like.

Speaker: 00:26:30

It feels like what I should do,

Speaker: 00:26:32

and conceptually I can totally get on board,

Speaker: 00:26:34

but when it comes to actually trying to force people

Speaker: 00:26:36

through a process, that to me, I just don't like it.

Speaker: 00:26:40

I'm not saying I'm right, I just don't like it.

Speaker: 00:26:43

- Well, my little process is somehow

Speaker: 00:26:46

you either find my website or you find me,

Speaker: 00:26:48

and I send you to my booking link.

Speaker: 00:26:51

So I still do the click here to book with me

Speaker: 00:26:54

for the 20 minute consultation call,

Speaker: 00:26:57

which never is just 20 minutes, but whatever.

Speaker: 00:27:00

And then provide value or answer questions.

Speaker: 00:27:05

Sometimes people just wanna talk,

Speaker: 00:27:07

they're not ready to hire.

Speaker: 00:27:08

Like Gina, I talked about earlier.

Speaker: 00:27:11

And then hopefully they say, oh yeah, I wanna know more.

Speaker: 00:27:15

How much is your prices?

Speaker: 00:27:16

Blah, blah, blah, blah.

Speaker: 00:27:17

And then I send them a proposal, which hopefully they sign,

Speaker: 00:27:20

and then we set up the Dropbox.

Speaker: 00:27:21

So the other option, you can go to my website,

Speaker: 00:27:24

barebranderbarrelpodcasting.com, and get my free ebook.

Speaker: 00:27:27

And then you end up on a email drip campaign

Speaker: 00:27:31

that you get like 10 to 12 other emails from me,

Speaker: 00:27:34

and you never hear from me again,

Speaker: 00:27:35

'cause I never look at ConvertKit.

Speaker: 00:27:37

So system flawed.

Speaker: 00:27:41

But if someone just has questions,

Speaker: 00:27:43

then I don't feel like answering the same 10 questions

Speaker: 00:27:46

over and over again that we all get.

Speaker: 00:27:49

Just get on, go there.

Speaker: 00:27:51

- Here's my ebook.

Speaker: 00:27:52

- Here's my ebook.

Speaker: 00:27:54

And then you get the drip campaign.

Speaker: 00:27:56

- Nice.

Speaker: 00:27:57

So Alejandro does have another question.

Speaker: 00:27:59

- Yeah.

Speaker: 00:28:01

- He said that he really likes the color selection

Speaker: 00:28:03

for your brand because of what he's doing

Speaker: 00:28:05

in terms of visual identity.

Speaker: 00:28:06

He's wondering whether or not it was random

Speaker: 00:28:09

or well thought out, like that kind of thing.

Speaker: 00:28:11

- Well, I had it, my old logo,

Speaker: 00:28:16

I had pink and blue 'cause I like blue

Speaker: 00:28:19

and I needed an accent color of pink.

Speaker: 00:28:21

And then I played around with,

Speaker: 00:28:23

and still have some things with the brown

Speaker: 00:28:27

for the bourbon barrel aesthetic.

Speaker: 00:28:30

And pink just pops on that bourbon barrel aesthetic.

Speaker: 00:28:34

The pink just poof on the brown.

Speaker: 00:28:37

And so when I had my new logo designed,

Speaker: 00:28:40

they ran with the pink.

Speaker: 00:28:42

- Nice.

Speaker: 00:28:43

- So I kinda, and then I'm wearing a pink shirt

Speaker: 00:28:45

in my headshot.

Speaker: 00:28:48

So it just kinda works.

Speaker: 00:28:50

Pink looks good on me.

Speaker: 00:28:52

And was there much psychological process of color theory?

Speaker: 00:28:57

No, I just like the color bright pink when I wear it.

Speaker: 00:29:03

And it looks good on a bourbon barrel.

Speaker: 00:29:05

- So do you have a bunch of stuff in your wardrobe

Speaker: 00:29:08

that's all that same pink so you can wear that

Speaker: 00:29:10

and that can become your color identity?

Speaker: 00:29:12

- I have branded shirts that have bourbon barrel podcasts

Speaker: 00:29:16

embroidered on them. - That's right, you do,

Speaker: 00:29:17

don't you? - Yeah.

Speaker: 00:29:18

I've got T-shirts, I got polos.

Speaker: 00:29:23

I do have a blue polo, a couple of blue ones too

Speaker: 00:29:26

from when I was playing with the blue,

Speaker: 00:29:28

but I need to get more pink ones

Speaker: 00:29:30

so I don't have to do laundry as often.

Speaker: 00:29:32

(laughs)

Speaker: 00:29:33

- Cool.

Speaker: 00:29:34

Well, that is the end of what I had for you.

Speaker: 00:29:36

I'm wondering, is there anything that you wish

Speaker: 00:29:38

that I would have asked you

Speaker: 00:29:39

so that you could shine like a star?

Speaker: 00:29:41

- I'm trying to think, like, okay,

Speaker: 00:29:43

we talked about networking and it's hard, it's not easy.

Speaker: 00:29:48

And even networking on socials,

Speaker: 00:29:51

making sure every time the word podcast comes up in a thread

Speaker: 00:29:54

that's not a podcast forum, make sure people know about me.

Speaker: 00:29:59

So I just got a lead from LinkedIn

Speaker: 00:30:00

because just before we started, like LinkedIn, really,

Speaker: 00:30:05

but one of my friends say something about podcasts

Speaker: 00:30:09

on LinkedIn, commented my name, said, "Do you do this?

Speaker: 00:30:12

I got the booking call, so now it's up to me," right?

Speaker: 00:30:15

And they're looking for a true consultation,

Speaker: 00:30:18

but they said, "Oh, and I might be able to hire you."

Speaker: 00:30:20

So I'm like, "Oh, they already are thinking this,

Speaker: 00:30:22

this is great." (laughs)

Speaker: 00:30:23

I'm just going in with the, you know,

Speaker: 00:30:25

prepared to give value.

Speaker: 00:30:27

Oh, I also, with the Chamber of Commerce,

Speaker: 00:30:30

I forgot to mention, I spoke at a recent Chamber event

Speaker: 00:30:33

and I got a potential client off of that right away,

Speaker: 00:30:36

about podcasting, of course,

Speaker: 00:30:38

but there was a room full of 20 people

Speaker: 00:30:42

who were there to hear and learn about podcasting.

Speaker: 00:30:46

At least that's what I presume they were there for.

Speaker: 00:30:48

A couple of them might've been there

Speaker: 00:30:49

just for the networking. - The free lunch.

Speaker: 00:30:51

- Well, there wasn't even,

Speaker: 00:30:52

it was like maybe snacks and a water bottle.

Speaker: 00:30:56

There wasn't even lunch.

Speaker: 00:30:58

It was at 3.30, so it's in the afternoon,

Speaker: 00:31:01

which takes the pressure off of food, I guess.

Speaker: 00:31:03

But I mean, people are coming to that.

Speaker: 00:31:05

And I had a little event that I put on at the library

Speaker: 00:31:10

on Monday and a few people came to that.

Speaker: 00:31:12

I just publicized it through Facebook

Speaker: 00:31:13

and through my clients and stuff.

Speaker: 00:31:15

I'm like, "Yeah, if you have podcast questions,

Speaker: 00:31:18

come to the library between 12 and three

Speaker: 00:31:19

and I'll be there," and people came.

Speaker: 00:31:22

So you have to create the opportunities

Speaker: 00:31:24

for yourself sometimes as well.

Speaker: 00:31:26

So if you don't have a local podcast group

Speaker: 00:31:29

to thrust yourself upon as the expert editor, start one.

Speaker: 00:31:34

I just found, I'm like,

Speaker: 00:31:35

"Certainly I'm not the only podcast person

Speaker: 00:31:37

in this town in 2018."

Speaker: 00:31:39

So I found somebody else.

Speaker: 00:31:41

We started the group.

Speaker: 00:31:42

He's done podfaded and disappeared,

Speaker: 00:31:45

but the group is still going.

Speaker: 00:31:46

So you just have to create your own opportunity sometimes

Speaker: 00:31:50

if you can't find the right niche for yourself.

Speaker: 00:31:53

And also keep in mind that my target market

Speaker: 00:31:56

is local Lexington.

Speaker: 00:31:59

That's who I'm going after.

Speaker: 00:32:00

So that's why I get myself out there.

Speaker: 00:32:03

And then people say, "Wow, you're everywhere."

Speaker: 00:32:06

And I'm like, "Yes, that's what I'm trying to do."

Speaker: 00:32:09

It's like, "Wow, you're everywhere.

Speaker: 00:32:11

Yes, that's me."

Speaker: 00:32:12

- Well, Jennifer, it has been incredible

Speaker: 00:32:15

to listen to you share how you've done this

Speaker: 00:32:16

and it's been fun to watch

Speaker: 00:32:18

as you've been growing your business

Speaker: 00:32:20

and transforming yourself into a business owner

Speaker: 00:32:22

and kind of looking behind you going,

Speaker: 00:32:24

"How did I get here?"

Speaker: 00:32:26

And it's fun to do that.

Speaker: 00:32:29

I realize we're a little bit early.

Speaker: 00:32:30

That's okay.

Speaker: 00:32:31

I would like to jump to the question of the week.

Speaker: 00:32:33

I think you had to ask a couple of times

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before you could get a new one from ChatGPT,

Speaker: 00:32:37

but what's our question?

Speaker: 00:32:39

- Our question of the week from ChatGPT is,

Speaker: 00:32:42

"If you could have dinner with any historical figure,

Speaker: 00:32:46

who would it be and why?

Speaker: 00:32:47

And don't say Jesus."

Speaker: 00:32:49

- There's so many different directions.

Speaker: 00:32:51

I think I'll pick one from American history.

Speaker: 00:32:54

I would love to sit down with Abraham Lincoln

Speaker: 00:32:58

and talk about what led him into the Civil War

Speaker: 00:33:03

and going through that.

Speaker: 00:33:07

And I'm interested to hear from the person

Speaker: 00:33:10

rather than everybody that kind of shares

Speaker: 00:33:12

what they think about it.

Speaker: 00:33:14

I'll go with that one.

Speaker: 00:33:16

What about you?

Speaker: 00:33:17

- I saw the question ahead of time

Speaker: 00:33:18

and I already had my person picked out.

Speaker: 00:33:20

So Mary Todd Lincoln was my answer.

Speaker: 00:33:23

- Who's that?

Speaker: 00:33:24

- That's Abraham Lincoln's wife.

Speaker: 00:33:26

- No way.

Speaker: 00:33:27

- Totally.

Speaker: 00:33:28

She grew up in Lexington and I did a book report on her

Speaker: 00:33:30

when I was like in fourth grade.

Speaker: 00:33:32

And she struggled with some of the same things

Speaker: 00:33:35

I struggle with, but not having a husband in presidency

Speaker: 00:33:38

and getting killed and everything, but some other things.

Speaker: 00:33:40

And I don't know, that's just-

Speaker: 00:33:42

- Interesting.

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- She was an interesting character.

Speaker: 00:33:45

So that's who I thought of.

Speaker: 00:33:46

- Alejandro says Gandhi and then just kidding.

Speaker: 00:33:49

- I wouldn't mind meeting Gandhi.

Speaker: 00:33:50

I think that would be good.

Speaker: 00:33:52

- There's lots of people I'm like, okay, well,

Speaker: 00:33:54

I mean, my patron saint is St. Jane Frances de Chantal.

Speaker: 00:33:59

I'm Catholic.

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So I would like to go like meet her and say, okay,

Speaker: 00:34:04

tell me what inspired you to do this or that.

Speaker: 00:34:07

And how did you feel when this happened and all the things.

Speaker: 00:34:10

So that would be a cool one too.

Speaker: 00:34:13

- I think that wraps it up.

Speaker: 00:34:14

If somebody wants to take Jennifer's place next time

Speaker: 00:34:17

and be the guest, Jennifer,

Speaker: 00:34:18

how would they be a guest on the show?

Speaker: 00:34:20

- You go to podcastedgermastermind.com/be-a-guest

Speaker: 00:34:24

or email us, yeah, at podcastedgermastermind.com.

Speaker: 00:34:29

- Yeah, that'll get it to us.

Speaker: 00:34:31

I think that's all we've got for today.

Speaker: 00:34:33

I do wanna thank you, Jennifer,

Speaker: 00:34:34

for putting yourself in the hot seat,

Speaker: 00:34:36

letting me ask probing questions that I will probably use

Speaker: 00:34:39

to try and go get business.

Speaker: 00:34:41

And- - Well, good luck.

Speaker: 00:34:43

- Yeah, for everybody else that joined us in the chat,

Speaker: 00:34:45

thank you for being here live.

Speaker: 00:34:47

If you're listening later,

Speaker: 00:34:48

we're glad that you were here.

Speaker: 00:34:49

The show is available in both video and audio podcast form.

Speaker: 00:34:53

Alejandro's our editor.

Speaker: 00:34:54

He makes the audio for us.

Speaker: 00:34:56

And if you check out the website,

Speaker: 00:34:58

podcastedgermastermind.com,

Speaker: 00:35:00

for the most recent episodes,

Speaker: 00:35:02

you can find both the video and the audio there

Speaker: 00:35:04

at the same time,

Speaker: 00:35:05

so you don't have to wonder where to go to get it.

Speaker: 00:35:06

It's just all right there.

Speaker: 00:35:08

And I think that brings us to the end.

Speaker: 00:35:10

Am I missing anything, Jennifer?

Speaker: 00:35:11

- Well, I'm Jennifer Longworth,

Speaker: 00:35:13

and you can find me at berberabearopodcasting.com.

Speaker: 00:35:16

You can spy on me online,

Speaker: 00:35:18

at bourbonbarrelpodcasting.

Speaker: 00:35:19

I'm not on Twitter, though.

Speaker: 00:35:21

- I'm Bryan.

Speaker: 00:35:22

You can find me at toptieraudio.com.

Speaker: 00:35:24

I am too active on Facebook,

Speaker: 00:35:28

on my personal account.

Speaker: 00:35:29

My top tier audio for the business stuff,

Speaker: 00:35:31

but I don't do a lot of posting right now.

Speaker: 00:35:34

And then unable to join us today

Speaker: 00:35:36

was Daniel Abendroth at RothMedia.audio.

Speaker: 00:35:39

And who else, Jennifer?

Speaker: 00:35:40

- Keri Caulfield at Keri.land.

Speaker: 00:35:43

- Thanks, everybody.

Speaker: 00:35:44

We're glad that you could join us.

Speaker: 00:35:44

We'll see you in a couple weeks.

Speaker: 00:35:46

- Are you hitting the big red button?

Speaker: 00:35:47

- I hit the big red button.

Speaker: 00:35:49

Now I'm just hoping that it actually recorded.

Speaker: 00:35:51

(upbeat music)

Speaker: 00:35:54

- So how much is that?

Speaker: 00:35:55

(all groaning)

Speaker: 00:36:01

- No!

Speaker: 00:36:06

(upbeat music)

Speaker: 00:36:12

[music fades out]