Signalise: a Dazzle4Rare Podcast

Hi I'm your host, Kimberly Thomas-Tague and
you're listening to Signalise a Dazzle4Rare

podcast. Whether you're a patient advocate,
caregiver, or clinician, Signalise is your

source for good news, personal stories,
events, and the things that rare and associated

communities care about.
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Welcome to another episode
of Signalise. I am talking to

someone who I have mentioned
a few times on the podcast.

I have referenced this
fine gentleman and scholar

as my co-pilot, but you
may know him as Pete Allen.

He's a great guy. He's helped get
this off the ground, obviously, and lately

since this podcast launched last
October, folks have asked me a lot of

questions sort of. What is
a podcast? And I mean a

lot of questions. We'll
talk about that later, but.

I've answered them to the
best of my ability, but I can think.

Of nobody better.

than Pete, so hopefully
Pete can tell us a bit

about himself, and we'll
just answer your question.

First of all, Kimberly, thanks
very much for inviting me on the

podcast. It's always exciting
to be part of something like this.

So, I run a small podcast production company and we
create a podcast for clients and obviously we create

Signalise for you which is which is fantastic. You're the
client, we create the show. You came to me and said […]

this idea how do I make it
happen and then we worked

together and went OK what's
the best way to make it happen?

How do you want to make it happen? And
then we made it happen. And yeah, it's […]

there. That's it.

Basically, I've got this varied
history in media. I did radio

production; I did radio
presentation for ohh God 25 years.

I know, and I'm really
ancient. I'm actually

ancient. It's I started
when I was […]

young and so I did that. And then
I started a production company on

my own as I saw the landscape change
and podcast become more awesome.

And so, yeah, I'm a big advocate of podcasts
and just went, yeah, listen to them. I can

make those. Let's do that. And I've been doing
it ever since. For the last, I don't know […]

lost track of time.

But four or five years, I'm gonna guess […]

but you're right, I get that
question yourself. You said

there that people say to
you, what even is a podcast?

And I get that too. And that's not a
bad question to ask to be fair, because I

think there can be quite a bit of confusion
about podcasts. It's 40% of adults now.

Listen to podcasts. So, 40%
of people in the UK aged 15 and

above say that they listen to
podcasts at least twice a week.

40%, which means that 60%
of people don't and 75% of

people know what a podcast
is, is which means that.

25% of people don't, so one in four people
don't know what a podcast is, which is why that

question comes up all the time and I can give
you an actual definition if you'd like me to.

I'm gonna read this off the screen.
A podcast has a series of spoken

word shows that are available to
listen to on podcast apps. There you go.

Well then my first question is what is a show? OK and
the reason why I say that is when people have questions

for me or ask me things I think in their mind, they're
thinking any kind of audio content is is a podcast.

And so the conversations that I end
up having with people is that there's a lot

of different ways to make content. If
we look at it like from that perspective.

Then, if we're talking about podcasts, we're
talking about something that's serialised in

some way and we had that conversation about how
do you want to serialise this type of content.

So I mean, can you make
that make sense because

that's how I explain it, but
that that sounded weird.

Does make.

And I think people quite often their perception
of a podcast because the words used so much

it's used, we see it in this country all over
the BBC, BBC Sounds Podcast, yadda yadda.

And it's become much more in the public consciousness,
and I think people have started to slightly misuse

it a little bit and say that any bit of audio that
isn't on the radio but is available to you as a podcast.

And that's not necessarily
the case unless it's available

on podcast apps. I guess
that's the big thing that.

Kind of makes it a podcast that you're able to open your phone and
you're able to search for something on Apple Podcasts or Spotify

or Amazon Music, or Google Podcasts, or whichever app you happen
to use and find the material. And if you can, it's a podcast.

Quite often, a clip of audio that
people use, they can kind of say ohh I've

done a podcast and it's it's two minutes
long and it's hosted on my website.

And it's an explainer about XY or Z, and it's
a podcast, but it's not really, unless it's

available on podcast apps. But you know, people
can use words as they want to use words. Can't.

They I guess.

See I make this like a gape face.
No one can see the agape face, but I

make that face because in my
mind, I think I am such a rigid thinker.

And so I think things like OK serialised audio
because you could do like two or three audio pieces,

but a podcast, does that not make I guess in my
mind, but then you say, OK, well it's presence.

The podcast app makes it,
but if you only ever do that.

Like for me, I, I I what I explained to people is
in my mind, and this is this is interesting to get

your your take on it because in my mind I say well,
if you know you're going to do 3 pieces of audio.

That's 15 minutes long and.

You feel like the right
place for that is your website

or your app or whatever,
that I wouldn't call a podcast.

But like, yeah, if you
did want to go through the

process of hosting it on
some kind of a platform.

Form or getting it listed on podcasting
apps or things like that? That's

like another level I think of work
to really to do that and I don't.

One thing I can't really speak to is that process
of getting it listed because you did that for

me and you did an excellent job because signalise
is like everywhere I shout at my smart speakers.

To play my podcast and it just does from anywhere it is. It
is like magic. So you know when people have these small bits

that they want to do like is it really worth putting on all
these different services I guess is something I don't know.

It doesn't. It's not magic.

If it's there, it's always there, isn't it? So
if you're creating Evergreen content and like

you've just quoted, then three episodes of something,
3 bits of audio, that relate to each other.

And if you want to make those
available on a podcast app, yeah,

absolutely. You can do it. Gives you
an accessible way of sending it out.

Isn't it?

But it's a it's an odd one, isn't it? Because if if you put something on
YouTube, no matter what it is, no matter what form it is, it's a YouTube

video, whereas with podcasts, is that like, is it a podcast, is it not a
podcast? But the way I see it, if it's on a podcast app, it's a podcast.

That's an interesting.

Answer. See, I'm glad we're actually
having this conversation for real,

because, like, I think you can
take a word that is so popular like.

Cast and like blow that
out to actually mean a lot

of different things to a
lot of different people.

And like I am a very
rigid thinker, so I'm always

like, OK, in my mind, I
think of it a certain way.

But when you say that you do give
more accessibility to the concept, I think

for anyone listening who wants to do
a podcast that's actually very uplifting.

Information. Really. Yeah. I suppose the negative
is to if you are going to create the three

shows like you quoted in my mind that exists
now and we put it on podcast apps and all.

That there is generally a cost. There are three options, so if you
weren't going to continue and you had no particular interest in

growing an audience based on this and you weren't going to continually
release material, then the best thing to do would be to use a free.

Hosting company.

That is very important information, because
that's also kind of where my brain goes is

I think about all the different components
that at least I have had interaction with.

So I think about the hosting platform,
whether it's POD being fireside,

whoever it is. And then I think
about the distribution part that you do.

And then I think about promoting it, because why create
content and pay to have it listed or pay fees or do anything?

Why do any of this if you're not going to actually promote
that piece of content? And then there is, is that sustainable?

Can you do it on a weekly
basis or BI monthly basis?

Do you have the time to
write content or book guests?

And then if you are
booking guests, that's a

long process, which I
know because I did that.

For someone else's podcast.

For and then there's content creation. If you have to create content
and then there's the production schedule and like working with

another person like you, and then there's. What else am I not
covering there? Is there more that that can be part of the process?

Ohh yeah, it can be a full
time job. Absolutely. Yeah.

Yeah. I mean, ultimately you
get as much out as you put in.

If you do have three pieces of audio and you decide them to put them
onto podcast apps, they're not gonna get many listeners unless you've got

a massive following and you're a big deal. Social media wise, and then
you share it within your community and people within your community.

And what I tend to suggest is using.

Rather than using.

Free hosting company I use a particular one because I see better growth. I
see their shows appearing on being featured on apps as well, which is how

you can start to grow your audience outside of your community. Because remember,
when you release a podcast you can have the best show in the world, OK?

But if you have very little of
a community, nobody's really

going to hear it, because
initially, unless you're paying for.

Getting it's only going to be the people
who currently follow you and are currently

within your ecosystem, who are going
to know that it exists and get to listen.

To it.

It's about getting it outside of
there and bringing new people to

you and new people to your
community through your audio podcast.

It's like, you know, me or something.

Because like you, you just, well,
you kind of do. Yeah, but you just.

I do.

Spoke to like the.

Thing that is really important to
me here is talking about communities.

Because the way my, my personal approach is looking at the bear disease community
around the world is 1 global community and really speaking to a more broad

audience because if we don't look outside our tiny communities, then we don't
reach other people, we don't continue to grow understanding about our communities.

We don't continue to grow our fundraising
opportunities. We don't continue to.

To thrive, really. If we don't reach outside
of a smaller community, however, that's my

point of view. The other point of view is that
some folks will have a very small community.

Or they will have a a fairly good
sized community, but it's quite tight knit

and sometimes that community will
say I want a podcast, but then you get to.

Right. Who? Who's kind of the
leadership in that community, you know,

does it really serve them to
provide a podcast to their community?

Will their community even listen to it? Because if you know
my rare disease peeps out there in the world will probably say

every time they try to do a campaign every time they try to
get something on social media, they ask you for volunteers.

People are like crickets.

People are like, yeah, no. Sorry. Yeah. Wow. I have. I
have other things to do. And so it's like if they put

that time and effort into producing a podcast and really
trying to make something that's like weekly or biweekly.

And they do this for a
couple of months and they.

Realise their community.

Is like tiny, small and doesn't listen.

Then it's like that's a.

Lot of your time your effort potentially.

Money. So part of it is also
like what's your market like

within rare disease, there
are communities that are large.

There are communities that are small, there are
communities that, you know, encompass entire

groups like rare arthritis or rare cancer, where
you can have a lot of different conditions.

So some some are going to
have a built in audience, some are.

Not how I like. I wonder if I don't know if there's an
easy answer, but how does somebody gauge like do that

pre market research stuff and how does somebody gauge
if it's really worth any effort or any of their time?

Yeah, I think the most important
thing with doing a podcast and the first

chat I'll ever have with a client if I
don't think they understand their.

Audience is about defining who their
target market is, defining what exactly

their audience is, who their audience
is, and what their audience care about.

Because when you're recording yourself
and you're doing your, you're doing your

podcast and you're doing your recordings
for your podcast, you're speaking.

Directly to those people
you're not speaking

to anybody else. You
don't have to be like.

The radio where you know the radio
is kind of like for everybody. They've

got a big audience from, you know,
all ages and yadda yadda yadda.

You know who your target market is, so you have
to have a very defined idea of speaking to to

that target market. Podcast research explains that
90% of people are listening with headphones on.

If you think about how
you listen to podcasts.

If you are a regular listener, presume you
listen to podcast because you listen now.

But you know, if you think about it, you
think about where you are, what you're doing.

90% of people are listening with headphones
on, and there's a a massive percent of some,

like, I think 92% of people are listening just
on their own. So out of that you've got a.

You've got a very large percentage
of the people who are listening to you

listening on headphones and on
their own because it's a solitary thing.

That we do so as a host you're
talking to just one person, actually,

because they're consuming it as one
person. So when you as a host speak to.

Your podcast audience don't
think of them on mass. Don't

think of them as how many
ever downloads you're having.

Don't think of them. And as as an entire
community, think of them as one individual, one

individual who's listening whilst they're
walking the dog or whatever they happen to be.

Doing got to think about how it's being
consumed and then speak accordingly.

Yeah, that makes perfect sense actually.
And again, another great reason to have this

conversation because it I it's not only helpful
to me and helpful to people listening I imagine.

But I think it's it's sets kind of a tone. So coming from
like marketing, I would probably tell people before you

start anything that requires a lot of your time and energy
that you should really give some thought to who this is for.

Why are you doing it?

How much are you willing to put
into it? For how long before you

start to think what kind of results
are getting and things like that?

And I know in in our communities a lot of.

Times, that is.

So hard to do like it's so
hard to do anything long term.

It's so hard to plan
for stuff. It's really hard

to always have the energy
to keep up with people.

Keep up with stuff that's
going on, so when people tell

me, oh, I'm starting a
podcast, I'm like, that's great.

That's fantastic. Like, I'm happy to.

Share it with folks, but.

Like also like what is it about? And
you know what's important to you about it?

And you know just what's your motivation, I guess really
for doing it. And So what you just said there in terms of

speaking to one person, I guess some of that motivation is
just very much person to person connexion I guess in a way.

And that's a really
interesting way of looking

at it that maybe I haven't.
I guess I don't know.

If I have or not.

I'm glad to be thinking about it right
now, but I think also it's important for.

Other people to hear.

Absolutely. Yeah. So
you know, words like you.

Are actually really powerful when
you're speaking to your podcast audience,

your podcast person, the one person
who's listening on a treadmill somewhere.

The one person who's listening
in bed or on a smart speaker

in the kitchen on their own
while they're doing the pots.

So you're speaking directly
to them about a shared

interest that they have
with the host that they.

Have with you.

Which is why podcasts
create an engaged audience.

Because it's a person listening to another person
talking about a subject that they both care

about, that they're both passionate about, which
is why we see really good engagement rates.

76% of podcast listeners have taken
direct action to a commercial message as

instructed by the host, so that's 76%
of people who are listening if you say.

Do this and here's why you should.

Do it go to.

You know, whatever your
website happens to be.com,

then 76% of people
are doing that. It does it.

It says it specifies a commercial
message doesn't mean that 76% of the

people listening are going to go
and buy whatever you tell them to buy.

But it means that they're going to take a.

Direct action, whether.

That's look at it or think about it or.

Or research the product
that you're talking about.

What I tell people in our communities in, in terms in
specifically in like rare disease communities, I mean, first of

all, we're we're coming to things from a slight disadvantage
being considered niche or rare. Rare is not really rare.

One in 17 people in the
UK will be affected by a rare

condition in their life, one
in 10 in the United States.

Almost 46% of people in the US and UK have a
chronic condition, and I talk a lot about chronic

conditions. But I tell people coming from a
marketing somewhat of a marketing background, I say.

Your awareness message is your product,
and so when you're talking about people

taking action on a product, I would
tell people in the community listening.

Many times they won't have a product.
I only know one rare disease podcast

in which they have like a vitamin
sponsor or a mattress sponsor or something.

I'm not really sure, but I was surprised to actually hear a rare
disease podcast that had a sponsor that kind of seemed out of the

realm of rare disease really. But if people did have sponsors, that
would be great and it would hopefully tie into what's important.

About their community or their audience, but also I would tell
people to look at your awareness at as your product because

you're selling awareness of your condition, not just to your
community, but also to other people who might be interested in the.

Content. But then I'm like, OK, but if I'm talking to
that one specific person in my community, I can't also

reach the person outside of my community. Now I feel
like my world is upside down. Suddenly what's happening?

You see the the messaging can be
as simple as you know. Next episode

is out next Wednesday, next
episode is out a week on Wednesday.

You know, go to go to
this website to find out.

More you have.

You have messaging in your start
and the end of your podcast, which

directs people to your social media.
It directs people to your website.

So you're absolutely
right, the the the product.

What is the brand? The product
is Dazzle4Rare. That's why

it's there. You know, the
show is called Signalised: […]

And then as soon as you say
Signalise, what do you back it up with?

You say the tagline.

[…] A Dazzle4Rare podcast.

Exactly. Just like that. So, you
are. You are spreading awareness

of your brand of Dazzle4Rare
through the Signalised podcast.

That's exactly what I'm doing, and that was
that's actually calculated because that's what I

wanted to do, because Dazzle4Rare was really
important to me. It's a week long awareness event.

For anyone who didn't know.

I'd be surprised if you if you didn't know though, because you're listening to this, but the event has grown
more and more over the last six years going into the 7th year, and so people do have more of an awareness

in our global rare community, like people outside of our global community are not going to have an awareness
of it probably. But last year people started saying, Oh my gosh, yeah, I'm totally aware of your campaign.

Like I've participated and I've
even found YouTube videos about

Dazzle4Rare that from people
I've never heard from never see.

Queen had no clue the
content even existed. So […]

It's because it's a big deal, you know, and it works
and it really connects with an audience and taking

it back to that 76% of podcast listeners, taking a
direct reaction to a message as instructed by the host.

76% of people who listen to your podcast
will have found out more about Dazzle4Rare.

Wow, it's funny. It's one of those
things where I think when you go through

the process of deciding what you want
to talk about on your podcast, what is?

Your brand. Who are
you? What do you report?

Learning, you know these things
instinctively, but talking about

them only kind of reaffirms why
you do what you do in this case.

Why I do it? I do and also why people listening to
this podcast might be considering having a podcast

and doing what they do, so hopefully I'm I'm I'm
going to say this is really valuable information so.

Another thing that I have kind of inferred from
some conversation is people kind of wanting to do

like the bare minimum, but also be successful in
reaching their community. Like how feasible is that?

Podcast wise, it is reasonably feasible.

You can make a podcast with your
mobile phone and you can do it for

free. You can. It's not called
anchor anymore, it's called Spotify.

For podcasters, that's free, so you can register
your show with that. You can register it with

all of the podcast apps and make it available
across Apple and Google, and Amazon and Spotify.

Obviously as well.

And you can record it just on
your mobile phone and not worry

about these swanky microphones
that we're using right now.

And and you can you can put it out there
and you can share it on your social media.

Now if you're a big name, if you've got
lots of followers, if you're a celebrity.

Or whatever you.

Happen to be which none of us.

Are at Lester checked and and.

If you have a a large
social media following and

you share it, it will be
listened to by people.

How many people? I don't
know. It depends on the size

of your community, the
size of the people you share.

With the size of your
social media following.

In fact, it's.

Not even your social media following is
it because of the way the algorithm works.

It's the social media people who will see it based on whether or
not they've interacted with you recently. Because if you've got

1000 followers, it's not appearing on the 1000 timelines. Your
posts are not appearing on 1000 timelines. They're appearing on the.

Timelines of the people who interact
with your material on a regular basis.

That really is going to be recorded on a mobile phone.
It's going to be like a WhatsApp voice message, audio

quality and quality of your show equals the perception
of your brand quality. So if a brand is important to you.

And you sit there nodding
as a marketing person,

so you understand the
value of a brand and the in.

And of making it look good
and sound good and be

and not even not even
look good and sound good.

But look right and
sound right for its target

market, because good to
one person is not good to.

Another the point is
audio quality. Quality of the

show is it sought out
or is it just you talking?

It all comes down to the
quality of your brand and whether

or not I, you know, I I do. I
do your show, I do shows.

Or I do a group of solicitors and you know in reality, would they want to record
something on their mobile phone because they're they're they're, you know, their

show, their show, their podcast and their their brand is all about trustworthiness.
It's about being friendly. It's about being trustworthy. It's about being credible.

And it's about building credibility
so that when people do have a

legal issue, they are the first
people they think of and they go.

With them in reality, if that was recorded
on a mobile phone in an echoey room and

the quality of of of WhatsApp voice message,
is it really representing that brand of?

Solicitors well enough.

Probably not, no, but the point is that you
can actually do it for free, and you can

do it for free. You can register it for
free. It doesn't have to cost you anything.

So you don't have to think about the
material, but that's on you. You know what?

I mean, think about it.

Do it properly would be my advice.

Thank you. That pretty much
is again from the marketing.

I'm sounding like a freaking.

Record from but from a marketing perspective, I tell people run your
nonprofit like you would run a company. Run it like you would run

a business and you do have to think about how you brand your nonprofit
so that is recognisable so that it stands out what you can see.

Some organisations have really
nice logo, they have a colour

scheme, they use the same
fonts, they have really nice.

Branding. They have tone and texture
to their language and the way that they

speak about themselves and the way
they interact with patients or with their.

Community that is very predictable.
It's it. It conveys a message and

I think that really puts people
apart. You know it does in business.

It also does in nonprofits, you
see that the more successful

organisations are those that put
care and attention into how they appear.

To us, we're more prone probably
to donate to something that looks

very professional or something that
cares about how it comes off to us.

It's it's like any human interaction, you know, you want
to get the job. So you put yourself forward in a way

that presents you put your best foot forward and really
makes people more prone to want to engage with you.

More absolutely when it comes to and
you, you mentioned it there, you know

you've you've got a nice brand, you've
you've got a nice logo, you've got a nice.

Colour scheme. You know the voice of how you speak on social media. You know
how your posts look. You know that you put a little logo in the bottom left hand

corner and watermark everything and it all looks sweet and it all looks just like
it should look. But when it comes to launching a podcast, consider your audio.

And because all of a sudden all of those visual
elements, they're out the window, nobody knows

what the font is, so you've got to get the audio
right and you've got to work out your audio brand.

And the way that you want to
come across in audio form and that's

a big one actually. And I work
with a lot of clients on that and.

You know, people don't need
professional podcast guys to

point them in the right
direction because people have a.

Very good idea of who they are because when I'm
working with when I'm working with a client,

I'm not really giving them ideas. We're just
Wheeling out what how we can convert their brand.

Into an audio format and make it right and make it sit
alongside the rest of their the rest of their brand

and the rest of the way that they look and the way that
they sound on social media. But it's something that.

You know.

People often don't think about actually.

No, I agree with you on that one. And also I think
part of it is a greater experience. So even if the

podcast is someones first introduction to your nonprofit,
which is your, you know, be part of your brand.

If it's their first introduction, you're right.
The font doesn't matter. The messaging on social

media doesn't matter. It matters how you come
across in terms of your presentation on the audio.

Like, are you interesting? Are you engaging?
Is an emotion evoked by listening to

the podcast? Do you feel comforted? Do
you feel uneasy? Does it make you laugh?

Does it make you cry? Does it?

Make you think of some.

I think you know, so all of those things are kind of part of that. The
reason why I enjoy working with you and the reason why I do really value

like good sound and a nice introduction and a nice presentation I like I
value those things. I value them very highly as highly as humanly possible.

It's what I like about you personally.
Is that your first conversation with

me was not trying to sell me on your
services. It was just very honest and.

Easygoing. And that's how I talk to people.
I mean, I obviously have my own services

that I provide, but I always tell people
you have to make your own decision.

You have to decide what
your end goal is, and I'm

actually so much more
interested in your success and.

You achieving your?

Goal than I am.

You paying me to help
you achieve that goal? So if?

You need me to achieve it.

Like, that's cool. I'm happy to help.
I'm happy to facilitate your growth.

But if you don't and you
find a way to succeed

and to get the same
result, I'm here for that too.

So that's one reason I like
working with you because you're not

trying to sell anyone your service,
even though it would benefit you.

It would, it would but.

It's probably to my own
detriment because I do run

this little business and
I've got a couple of people.

Working for me.

From a business perspective, pretty stupid
really. I've got masses of experience within

audio. You know, I'd say I've been working,
you know, in this, in this realm for the.

Last 2527 years or whatever it's been.

I don't know. I've lost track
but I I'm quite happy to chat with

anybody about podcast because I
really do care. I care about the medium.

I care about the people I like making
Connexions with people as well, and

ultimately when we had those chats
and you know, I've, I always say and [...]

Most people do charge for advice
and I get it. I do get that because,

you know, they've spent a lot
of time getting to where they are.

The people I and I do speak
to a lot of people and they

don't convert into clients.
I'll stay in touch with them.

And quite often somebody
will contact us and say,

oh, hey, you do podcast
so and so pass me your.

And it's somebody I've
I've taken the time out

to, to sit and and speak
with and offer advice to.

So when we go back quickly to
talk about costs, people can do

it for free, but they have to
think about the audio quality.

If people did want to invest a little bit of money,
like just a small amount of money, where do you suggest

that they invest? That? Is that in the recording platform?
Is that in the software? Is that in the promotion?

Like if that's if they can only devote
some money to 1 area, where would?

That be.

If they can only devote
some money to 1 area, it would

be into getting a half
decent. 00:29:48 Your phone.

The rest of it you can actually learn to
do yourself and know it might take a while.

The software is free. You
can. There are software that you

can use some free software.
There's something called audacity.

We'll put a link to it in the in
the description. How about?

We do that.

So yeah, you can use free software.

We'll put some microphones
in the description as well.

So we.

I think we both want to
encourage people to look in the look

within themselves. OK, don't.
I'm not gonna get all emotional.

But like, look down
deep and say like is this

something I care about
doing? If the answer is yes.

Then freaking do it like.

Go out there and we want to support that.

It's the most important thing. Remember, audio quality equals
perception of brand quality. Remember that get yourself a

decent mic that sounds OK learn how to use it as well, because
and that's a that sounds silly, but I've got a microphone here.

I'm I'm still. I'm still talking now, but
I'm not using it properly. I'm as close to

it as I was, but I'm not using it properly.
Now. If I move back around to this side.

Right. It sounds OK again. So we're all good. So learn
how to use it and don't be afraid of experimenting and

messing about with it and getting yourself sounding good
and you can get a decent sounding mic for less than £50.

So it's not gonna break
the bank, you know. Also, I

would think very hard about
who your target market is.

How you speak to that target market and also the other
thing podcast, you will find growth. You will find the most

rapid growth through quality content released consistently
to the best podcast growth will come 52 releases a year.

Every week, because you are fitting in with the
routine of your audience. So if your audience are

listening, they're going to work on a Thursday morning
and your podcast comes out on a Thursday morning.

Keep putting it out on a Thursday morning. If
it's around about half an hour long because you're

hoping to fit into that length of commute, then make
it around about half an hour long, every Thursday.

So that you're fitting in with the routine
of your audience. So think about that.

Think about how you're going to split your
content down to make it work every week.

Also think about whether or not you're
going to. You're going to have guests on

your podcast because we talked earlier
about getting it outside of your community.

The beautiful thing about having guests
on your podcast, especially ones with

lots of social media humps, is they
will share on their social media as well.

So all of a sudden you are having your content
shared outside of your community, which is the

key thing. It's a big thing. Think about we should
put it at the front to be fair, think about.

How you're going to convert your brand
and who you are into an audio format.

Think about how it sounds,
how you want to sound.

You can get free music
to use on your podcast.

You can get music that you pay for once it's
called royalty free so you don't continue to

pay royalties based on the number of downloads.
It's one fee all paid for all done and then.

If you want, you can then. Well, I'd
suggest you would edit it because.

Ultimately, I know that we've had
a good chat, but this will be edited.

So that it's.

Better than it actually
has been in this recording

environment, because you've
gotta respect your listeners time.

The one thing we're all light
on is time. So rather than going

off on one and then coming
back around, let's chop it down.

To make it make sense for
your listeners, let's make it

flow for conversation.
Let's get personality in there.

Let's make it right for the target market
rather than going down an Ave that

didn't particularly work out. Maybe you
and you, you asked me a question earlier.

I answered it badly, I'm gonna take.

That out.

I'll be honest with.

You and you know, we kind of went
off in a different area that was a tangent

that will be coming out because what
will go out will be a decent conversation.

Makes sense to the target
market because we respect

their time and there are
plenty of tutorials on YouTube.

To show you how to use audacity
for free so you can do all of that

yourself, don't want to do that. Then
you can contact someone like me.

Yeah. And I'm a big fan of that of the Pete, I'm a fan of
the peace because for me, I don't have all the time and

I don't like we were talking earlier about hearing, you
know, editing your own voice and hearing yourself back.

And while I can talk to
people about certain subjects

and sound like a boss,
when I hear myself waffle.

Going back, I'm like, oh sweet Jesus.
Like someone. Please, please make me stop.

Make me make sense. And so I like Pete
because Pete can make me make sense.

Otherwise, I make no sense, at least
in my mind, and that's another important

point is if you want to do it for
free, maybe you should also have a.

Friend, listen back.

And say love you mate, but that
made no sense and that's not a

great use of your listeners time
because we can't always hear that.

Like obviously, hyper insecure
people can hear that, but like, sometimes

we're sometimes we have self-confidence
and we need a friend to say, yeah.

Now that was cute. That was
real cute, but that went on for 10.

Minutes and that was a waste of time.

Yeah, absolutely. If you
do learn to edit yourself,

it will take you some
time to do it and do it well.

Everyone can use a piece
of software, but it might take a

long time. A long, long,
long time to make it just right.

Right in around about 25 years
time you'll be as good as me so.

If you podcast going in 20.

Five years it will be edited
as well as this one is today.

Wow. Yeah, I know.

That's a good point
too. See. That's why I'm

pro. At least consulting
people like Pete.

But like there's so many things people don't think about and
so like, I never want to discourage somebody from doing this

because it is fun and it is like a way to communicate with a
larger audience about things that really are impactful and mean.

Full in terms of like close
captioning and companion text

and things like that, like how
often do you come across that?

Transcriptions and captions are interesting and are great
from an accessibility point of view. They're also, as well,

very good from a Google Searchability point of view,
because if we have a conversation about whatever it happens.

To be if you put that into a podcast app or if you
put that into Google, Google will not come up with

that podcast, even though that string of words has
been said on that podcast, it probably will one day.

It probably will search audio and
it probably will say hearing your

audio results, it probably will, and
it probably won't be that far away.

But what it does is
transcriptions mean that there's an

audio transcript. It makes it
great from an accessibility.

Point of view.

It makes it great from a.

Ohh what did they say about
that point of view? I want to

listen back to that or I'm
gonna listen to it. I think I'll.

Read it and it's also good from a Google Searchability
point of view, because that will that stuff will

turn up on Google and it will link back to your podcast
when that transcription is attached to your podcast.

That's a really great point of view
to share as well, because I always

think about the accessibility standpoint
and I you know, that's important.

I'm still trying to work
out how to get my closed

captions on the pod
beam videos to not be J.

Picked up. Maybe that's
something you could help me?

It's it's, it's a, it's a manual process.
I'll be honest with you. Yeah, you can bang it

through a voice recognition thing, but everybody
talks differently. 00:37:02 With later.

Voice recognition is.

Much better than it was 10 years ago
or five years ago or two years ago, or one

year ago, because it's picking up
different ways that different people speak.

And different act.

And it's the best it's ever been,
but it will be better. And right now

it does require human intervention.
Otherwise words just come up wrong.

One thing that I worry about for people.

Is again because I know my communities and.

I know folks really well.

And so I know that many of us
are sick. We're either the parent

of a child with a condition or
we have the condition ourselves.

Many of us are very limited on time, you know, and so the thing I worry about is people getting
started and getting it really built up in their head is this thing that's going to be like

mega successful and they're going to be the next, you know, podcast version of like a YouTube
star or an influencer or an Instagram. And I fear that people will get disappointed because.

After say 6 episodes or really trying their best that it fell down
somewhere. What's kind of a way to manage expectations really for folks so

that if this is something that they've heard, everything we've had to
say, they're like, great, I can do this for free. I can teach myself.

Though that's a lot of time, folks. So
let's say they've gone through all that, but

they still feel like they're not hitting
like, how should they manage that expectation?

What you need to do, I think when you're starting a podcast, whether it's a business podcast where you hope to
make money from it, or whether it's a podcast to raise awareness and it's your time, whether you're paying someone

to do it or whether you're doing it yourself is you need to work out how you're going to get your return on
investment and what that looks like, whether it's an investment, your time is the investment, or whether it's.

It's money.

You need to think about that.
So what is success to you?

Remember, remember this
when you are posting about it.

When you're telling people about it,
you're only telling the people on social

media are your people on social
media who you're currently engaging with.

You need to think about how we get
outside of that, how we get new people.

Then, if you are concerned that your podcast isn't
getting as many downloads as you thought it was going

to get when you look at all of your statistics,
look to see how many likes you get on social media.

If you're getting, I don't know,
50 likes on social media. Just

remember what a time investment
that is for the person who's liking it.

It's not much of 1, is it? They're
flicking up their phone. They're

hitting like they're double tapping
on something on Instagram that they.

They're banging a heart on
there, and then they're moving on

to the next thing. They're not
engaging with your content.

If, however, you've created a
podcast that gets around about

that same number of listens
over a week or whatever, I'm.

Just making numbers up here.

Just bear in mind that
people are listening to that for

a for an amount of time. If
you're doing a 20-30 minute.

Podcasts are listening,
and they're engaged.

With you for that amount
of time, so you can't

compare it to social
media likes because it's.

A completely different time
investment on behalf of your listener.

There are a lot of ways to gauge what is success
to you, so one thing I've noticed since starting

the podcast is like more people seem to flood
to my LinkedIn page and I do get like more.

Inquiries and like more conversations
being generated and I you

know people will just message
me be like, oh, I really enjoyed that.

Or like I'll see, someone
share it someplace.

And I had no idea they
were going to share it.

Like ohh.

Wow, that person's pretty cool.
Like, thank you for that. One thing that I

like to say about the podcast is that
I think of it as a community service.

So I think of what I do as a service to
other people, providing them with different

types of information, trying to kind of
keep things relevant to us, but also like.

Somewhat universal in a way too, and maybe I'm trying to straddle too many things there,
but it means something to me personally, and it's a way of connecting on a very deep

emotional and personal level for me, and I hope that people who hear this will have it will
have helped make a decision and it will help them focus in ways that they hadn't before.

And then they can make whatever decision that they make confidently having heard from people who
are doing it and who have experience in this and having heard some of that data and statistics

and go OK, yeah, I do feel like I want to do this and it is nice to know that there is there
are people out in the world who will support you and will have conversations with you and will.

Answer your questions
without an expectation we exist.

Absolutely, yeah.

Absolutely true. Yeah, Pete.

It has been a pleasure
chatting with you for a time, but

our listeners it will only
be as if it was for a moment.

A fleeting moment.

Of audio genius from the two
of us, but I hope that this has

helped folks to make a decision
that you feel comfortable with.

You feel confident with and of course details will be in the
description for this podcast. I will drop in Pete's information

as well because he's a great guy and if you want to chat with
him, you should I hopefully am not causing people to know.

Sam, your e-mail, Pete.

I apologise for.

Bye bye.

That and of course.

You can always spam me
as many of you know and.

Everything will be in the details.

For this episode. So thanks Pete.

Thanks, Kim Lee. It's been an
absolute pleasure. Thank you.

Thanks for listening to this week's
episode of Signalise: a Dazzle4Rare […]

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