As more people listen to podcasts, more people will want to create their own. If you're one of those people, you'll have to decide what kind of podcast you're going to create. Are you going to interview people? Will you tell stories about people doing incredible things in your industry? Maybe you just want to rant audibly online. Regardless of why you want to start a podcast, you will have to decide which basic format to use. So far, I've identified these seven podcast formulas.
I'm working with a client who has a major pitch coming up and if I could, I would insert this book directly into his brain. But since I can't do that, I thought I'd do my best to summarize the ideas in Peter Coughter's book, The Art of the Pitch: Persuasion and Presentation Skills that Win Business.
The bookshelves – virtual or otherwise – are filled with marketing books about how to use social media to grow your business. The antidote to a short shelf life for a book like this is to focus on strategy rather than tactics. Audience includes both sides of the coin. If you're looking for a primer on starting a LinkedIn company page, Mr. Rohrs can help you think that through.
If you look at marketing the way I do – creating value and telling a story that resonates with people – then marketing and music are cousins from the opposite sides of town. Maybe I'm the only one who thinks of marketing this way. If so, so be it. I'm happy to have a unique perspective on marketing.
In the teaching world, the pitch isn't about the supplier at all. It's about the customer... the best sales conversations present the customer with a compelling story about their business first, teach them something new, and then lead to their differentiators. Don't lead with [a solution], lead to [a solution] (Dixon/Adamson p. 74).
Marketing and marketers have an ugly reputation. According to popular opinion, we're pushy, dishonest, manipulative, and greedy. In podcast episode 1, my friend Nick had nothing good to say about marketers' efforts to target children. And before learning more about the practice of marketing, I would probably share in this popular opinion. But that's because I didn't understand what marketing (with a capital M) really was all about.
Yes, non-profits need to have a marketing strategy – not the dark arts kind of marketing, but the capital M kind of marketing. If you're an executive with a non-profit you need to define the audience with whom you want to connect, work to understand their needs, and leverage your strengths to meet those needs better than anyone else. That's marketing.