3 Marketing Tips You Are Probably Overlooking

There are so many marketing tips out there it's easy to see why you might have overlooked these three. But you don't want to miss these ninja tips to help you grow your business. We've got Richard Matthews from Push Button Podcasts with us today sharing some value bombs. Check it out.

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3 Marketing Tips You Are Probably Overlooking



Tim Fitzpatrick
My special guest today is going to share three marketing tips you are probably overlooking. Trust me, you do not want to miss this. Hi, I am Tim Fitzpatrick with Rialto Marketing. Thank you so much for tuning in, taking the time. I'm really excited to have with me Richard Matthews from Push Button podcast and host of The Hero Show. So, Richard, welcome and thanks for taking the time.

Richard Matthews
Thanks for having me here. It's good to come back and come on your show. I know you came on the show a couple of weeks ago. So it's always fun to and come back and say hi to your audience.

Tim Fitzpatrick
Yes, absolutely. I had a ton of fun. So thank you for returning the favor and coming on. I know we're going to dig into some really good stuff. So you're in Sarasota now. You're living a bit of a nomadic life at this point right up here for your audience.

Richard Matthews
If they want to see the behind the curtains. I'm in the back bedroom of an RV here with a fake studio set up. That's my master bedroom here in the back bedroom. The RV, the bathroom's off that direction. Closet's that direction. So we're it looks cool here, but that's all. We've been traveling for three and a half years. I got four kids up there, a dog. And right now my wife is rescuing a baby raccoon, which is in our shower bouncing up and down.

Tim Fitzpatrick
Oh, never a dull moment, right?

Richard Matthews
Not at all.

Tim Fitzpatrick
Oh, see, that's cool. So see, so that also lets people know you can film anywhere. It doesn't matter if you wouldn't have told people any of this, they would have had no idea where the heck you were. They would have just said, man, he's got a cool patriotic background.

Tim Fitzpatrick
So that is awesome. Before we get into it, just tell us a little bit more about what you're doing and how you're helping businesses. You know, you've got some really cool stuff that you're doing, so I'd love for you to share that.

Richard Matthews
Yeah, yeah. My my primary service offering right now is Push Button Podcast, which you mentioned already, and Push Button Podcast is a full service podcasting content creation agency. So what we do is we actually help businesses, everything from e-commerce businesses to coaching businesses to lots of different to what we call them. John, as a business, I guess we have working with us. And the whole goal of pushbutton podcasts is to create a content machine for your business that doesn't take a lot of your time and effort.

Richard Matthews
So you can just come in once a week or a lot of my clients, we actually batches, so they do once a month. They produce like four or five episodes for the month and they do a live video or a pre-recorded video for doing a batched once a week. And then we do everything else for them. So everything from creating the graphic assets, printing the assets, all the video and audio editing, all the publishing and promotion, all of the advertising, if they want to do advertising, they're doing guest interviews.

Richard Matthews
We even have add ons for we'll go in and and we'll research and find all of your guests for your interview. So you literally have to do nothing but show up at the recorded recording time record at that stop record. And that's where the pushback comes from. Just push, stop button and everything else happens for your business. And today, especially this post pandemic world that we're living in, content marketing is so key and so many businesses don't have either the time or the staff that it's required to put out the volume of content that you need, which is where Push Button Podcast can come in and really help you. You can take an hour a week and get make sure that you have good content showing up everywhere that's relevant to your potential audience.

Tim Fitzpatrick
Yeah, I love it. I couldn't agree with more what you said. Content right now is so, so important, especially for people like you and I. We're consultants. People that are selling their expertise, putting out content is so, so important.

Richard Matthews
Yeah, I'm working with an e-com business right now and it's the same thing, right. Candles and fuels. And we're looking at how do we create weekly video shows that are showing off the actual income stuff. So because it drives sales and so content is important in lots of different industries and the consumers are getting smarter and smarter and smarter, which is not a problem. It's just a matter of like we have to change our marketing to keep up with the way that people are wanting to buy.

Richard Matthews
They want to buy from companies they know they like that they have that connection with them. That's going to come from that good content, whether it's a video or a podcast or blog content, whatever it is people are going to want to talk to and read and hear about your company and the products that you have. You don't have that content. You're going to be beat out by your competition that does.

Tim Fitzpatrick
Yeah, totally agree. How with what you're doing with with clients, how long are you seeing or when you prep them for how long it's going to take to start to see a return on content? What do you tell them?

Richard Matthews
I always tell my clients that that the content game is a long it's a long game. It's not it's not direct response marketing. It's not like we're going to put an ad on Facebook and you're going to click on your website tomorrow and sales the next day. Right. Which is the way that advertising is. And I always recommend if you don't have that kind of advertising going, you should have it.

Richard Matthews
You should have short term marketing stuff going. Yes, but content marketing is a long term play, and it's the type of thing where you're building a snowball that's going to build up over time. And once it hits that critical mass, there's no stopping you right where you have hundreds of thousands of people who are listening to you or tens of thousands depending on your market or even thousands if you're it. I got a couple of people in the manufacturing space where they're like, hey, we got one hundred people who are listening to us.

Richard Matthews
They're making millions of dollars a year because they're the experts. So depending on your space, you want to be the go to expert. And well done content is you. I call it the three As. It's awareness and attention and authority. So where does the attention and authority of the three things that you want, you want people to be aware that you exist. You want your content to be good enough that grabs their attention and then you want to provide enough value on there that they look at you as an authority in their space.

Richard Matthews
So with all that being said, the time frame that you're looking at, if you want to commit to your content stuff for at least a year, bare minimum, if not 16 to 18 months, and you'll start you'll see stuff happen in the beginning, in the first six, seven, eight months, like I got another six months into their podcast, they're getting the sales out the wazoo for their training stuff, which is fine. But, you know, they were already a well known name in their space.

Richard Matthews
And adding a huge content marketing thing, just they had a whole bunch of hungry audience that wanted to see more of their content. Now that they're putting out there, they're they're getting a lot more traction because of that. So if you're starting out brand new and no one knows you, it might take a little bit longer. So anyways, I always coach my clients. You want to you want to commit to content for the long term.

Tim Fitzpatrick
Yeah. Cool. Thank you for sharing that. There you have it, people. I'm not the only one that says that Richard agrees with me. So there we've got a quorum here and we're in good shape. Yeah, but the content I that's once that snowball starts going downhill, you're unstoppable.

Tim Fitzpatrick
So it's awesome. So let's actually dig into what we're really going to talk about today, which are these these tips that I think a lot of people are overlooking. A lot of people overcomplicate marketing. I don't think it has to be that way. So this first question I love because pricing, I think, is something that a lot of businesses struggle with. I've struggled with it. How do you price the value that you offer and why is this key to your success as you start up?

Richard Matthews
So I have something I call the three 10 rule and the three 10 rule. And I just made that up on the spot because I needed a name for it yet. But it follows a thing that I do all the time. And it's more easy to accomplish if the thing that you are offering has a direct ROI component. It's a little bit more difficult if the service or something that you're offering doesn't have a financial ROI.

Richard Matthews
So if you're in the relationship space and you're helping someone find the perfect love, it's far more difficult to figure out what your pricing is. But if you're in the marketing space or your e-com space and your product has easy to measure, ROI and someone's life either in time saved or money saved or money generated, then I follow this three 10 rule, which is I want for the most part, I want whatever the price is. Right.

Richard Matthews
It's one hundred bucks. I want someone to get three times that value in return, either in monitary dollars saved or money generated or time saved. Right. And that's going to depend on the market if it's time, like what is the time worth in that market, those kind of things. So I want someone to get bare minimum three times the ROI back from whatever the cost is of the product. And so that's the three. And the ten is then I want there to be a stretch goal with either the service of the product where the potential for having 10 X return is there.

Tim Fitzpatrick
Got it.

Richard Matthews
And so, like, one of the things that for you just use Push Button Podcast as an example. I have a client as number of years ago now that we started this was before we had Push Button Podcast or before, like a lot of this stuff was getting really big. We started he had a YouTube channel and we were doing what he was doing a weekly show and helping to do all these promotions and whatnot and had some services together where we sat down.

Richard Matthews
And because he had the audience already, because he had the things he wanted to sell, of course, to his audience, and they were asking for him to develop this course that we sat down and developed it in the course of I think it was eight hours. We sat down and we outlined the whole thing and recorded the whole thing. And then we released it all the next day to his audience that came. And because it was there already, he was able to produce twenty four thousand dollars in sales and about forty eight hours.

Richard Matthews
Right. So that's a large amount of sales. And over the next year we did two hundred fifty thousand dollars for sales of that product to his audience. Right. So when it comes to the Push Button Podcast we charge, I think our price is right around two thousand dollars a month that we charge for that. And if he had built his audience up to a certain point and we know that you can build an audience to that point using our service, that if you could go around and bring in the two hundred and fifty thousand dollars worth of sales on a yearly basis from what we're doing with you, that's that 10x return easily.

Richard Matthews
If not more. And that's just one product. We actually had several. We had he had some events that we sold to his audience and he heads up another training course. We sold us out. It's up being more like half a million or more. But like, I want to see that potential for a bare minimum 3x return on your investment and see the potential for 10x return. And I know that if it's going to be hard to hit that three X return, my price is too high.

Richard Matthews
Right. And so I play with it. Right. And so we actually struggle with that a little bit with pricing the Push Button Podcast. I had it up a little bit higher and realized I need to bring it down a little bit because it was easier for people to stomach that and actually see that potential feel like, yeah, if I get my audience to this point, we're actually promoting some of these these products. We can see where the ROI comes in.

Richard Matthews
And learn how to do that. So that's how we that's how we price our services. And I've been doing that for years now all the way up. I can actually tell you where where one of my mistakes that I made in this this, this, this spot, I had a client before I actually learned how to do this pricing stuff. I was in this old mindset where I charged people at an hourly rate. And because I thought that's what I was worth with an hourly rate and I was thinking like an employee, I was like a good, good employee.

Richard Matthews
I was like maybe fifteen dollars an hour. And I was helping him write a webinar and do these online sales. And I had already been doing hundreds of webinars at this point with really, really good at it. And one of these guys came, he was like, hey, can you help me with with this webinar that we're doing, I got this huge audience of people that we want to get this stuff together put together. And I was like, yes, can take me four or five hours.

Richard Matthews
We'll do this. I'll help you live on the thing I charge. Long story short, I charged him five hundred dollars to write his webinar, help him with his offer, and then help manage the whole webinar live and then do it twice for him. We did two hundred and fifty thousand dollars in sales over two webinars and I made five hundred dollars and I was like oh so I knew I need to. I was significantly off on that 3x return. And I got him like one hundred or two hundred X return on what he what he paid me, which the value is, is skewed right in his favor. And that makes it so it's not an equal exchange of value. And that's where we're where capitalism thrives when there's an equal exchange of value. Yes. Where both people feel like they got a great deal. And in that case, he got a great deal if he was happy.

Richard Matthews
But I didn't feel like I got a great deal. So I don't want to do that again. So that's where where you want to have both people in the transaction come out of that transaction saying, hey, you know what? This was a great thing for both of us, and that's where you want to have that. And so for me, I feel best when because of the services I'm offering, they have that sort of an ROI.

Tim Fitzpatrick
So at a minimum, you're going to be at that three times what you think three times the price you'd get 3x return. So your pricing that at a minimum sometimes. Do you charge more than that?

Richard Matthews
Not generally. OK, so I try to keep right at trying to keep that at that three where that's minimum, if you make more than that, then you're just a happy camper.

Tim Fitzpatrick
Yeah, got it. Yeah, I love it. Well, in not that way, you're ensuring that you're you're over delivering. Right. You're under promising and over delivering in most cases.

Richard Matthews
And it goes and it goes into a lot of things. Right. So with the Push Button Podcast thing, one of the things because we're actually we're replacing staff on your on your your side, there's actually if you hire us versus hiring someone in-house, you have to think about bringing someone in-house. You have to pay employment taxes and benefits some of the things that you don't have to pay us. So we take all of that into account. So to get the same number of people on your staff doing it internally would cost you two or three times more than what we're doing.

Richard Matthews
So even just with the cost savings of doing an outside of your internal staff working at 3x return. So anything you actually make from your audience that we help you build with podcasts gets into that four to 10x return for you.

Tim Fitzpatrick
Yeah, got it. OK, I love it. So three 10 rule. You just made it up.

Richard Matthews
I made a title anyway, I've been on the road for years.

Tim Fitzpatrick
Yes. So you price you should get a minimum 3x return and there's a stretch there that they can potentially get 10x return on what they're investing.

Richard Matthews
And just make sure when you're thinking about why make sure you're thinking about all the different aspects of our work. It's not always just monetary, right. Sometimes it's the headache of staff and not having to build processes and not having to learn the stuff in there. Right. There's there's a lot of things that go into what the ROI is. And what that's going to do is it's going to force you to think about what are the actual value items for your sales.

Richard Matthews
Right. For your sales staff, who's selling it or for your sales copy on your website, because you those are pieces or what's going to sell your service or sell your product.

Tim Fitzpatrick
Yep. Love it. So let's move into the dreaded about page on our websites. Right. Man, most of these are so boring. So why is your about page so important on your website and what are we missing out on if we're not fully utilizing it?

Richard Matthews
So this actually comes from my my other brand that I did for a number of years. And actually some of those stories came from that, where I helped people build what I call a heroic brand. And that's where The Hero Show sort of got its start. And all of the stuff over on my brand will help people build build their website, build their brand, build their products and services, build their whole like, build everything they were doing and eventually get into building a content to sell it all, which is where Push Button Podcast falls in.

Richard Matthews
But the about page was one of the things that we struggled with for a long time because the about page is actually for pretty much across the board, any industry, whatever site you're doing or whatever you sell on your about page. The second most visited page on your website right after your home page. And to the tune of eighty percent of your visitors, even if you put them to a landing page and we'll we're seeing this now where we've got advertisers who are like we'll advertise a business or advertisers are advertising, but very particular landing page.

Richard Matthews
So there's no header and footer, it's just a landing page with an offer on it and all these things. Right. Here's the thing that you're going to get right and you click the button, it's got the funnel right. Everyone sort of click funnels and those kind of things. People will run those things and they'll look at your thing and then they'll open another tab and search you on Google and find your website and go look at your about page before they'll go back through your funnel.

Richard Matthews
And we're seeing that because we're tracking that kind of stuff with some of our clients where we're seeing, you know, we'll see an ad, someone come in from the ads, go through the webinar that's on an ad funnel and then pop out of that funnel, go through and click on to the website, visit the about page, read a few blog posts and then go back to the funnel. We're seeing that over and over and over again and all in every industry we're working in.

Richard Matthews
And what's interesting about that is you're about page. Most people ignore it. Right? And what they have on there is they have a little paragraph that's got like a it looks like have you ever seen those Chinese manufacturer bios that are like this long?

Richard Matthews
And it's got. They're just boring and they don't tell your story. And we mentioned this already that the consumer wants to do business with. People, even if you're a big business, they want to know the story behind your business, the people that are behind it and what's actually happening. So what we do and we do this with every site we work with, every client we work with is you want you want every aspect of your site to be driving into some sort of a call to action.

Richard Matthews
And we talk about with the podcast, all of your podcast episodes to drive to a particular call to action your home page, to drive a particular call to action. You're about page should serve that same call to action, right? I call it having a single point of failure. You have a single point of light like everything is driving here, and then you can switch that out, see what's working better and what's not. And so we drive everything to that one call to action.

Richard Matthews
And you're about to support that. And if your website and your content marketing and your other marketing efforts aren't all driving towards some sort of a top of funnel sort of thing that you're missing out on a lot of business. When it comes to utilizing your about page, we actually have a story framework that we use to teach business owners how to tell your story in a captivating way. And I can actually give your audience a template to this if you want to give you a link to it.

Richard Matthews
It's a Google document we use and it's got every every single bit of the story templates in there. And you start out essentially with like, here's where we are now. This is what we do. Right. And so you talk about but I guess we're an agency that does this, blah, blah, blah, blah. You ready for your podcasts? And so that's the first part you start out. Here's what we're at now. And if you want help with that, you click this link.

Richard Matthews
So you have a call to action right above the fold. In the first part of that story, it's like here's where we are. Here's what we do. So we help and here's how you can get that help if you want it right. And then you start into the actual story portion of it. And from a from a storytelling standpoint, that's called starting with the end in mind. You may have heard that if you've ever listened to anything about it, if you've watched movies, you'll see them start the middle of the action.

Richard Matthews
We just watched the Sonic movie with my kids the other day, and they start right at the end of the chase scene where Doctor Robotic, it's chasing Sonic. And he's like, You're probably wondering why I'm being chased through the chase through the city by a crazy, crazy man with a mustache. Right. Starting with the end in mind. That's what you're doing, right? You're starting with the picture. This is where we are now. This is what we do.

Richard Matthews
This is who we help and you have a couple of paragraphs or that just talk about what you do now and the kind of results you get for people and then you get into the where you started. Right. So where you started first starting out is is the you go back to the beginning. Here's where we were, is what we did hear some of the journey that we went through. But you get into your first successes where we had some of these benefits and these clients that we helped these things.

Richard Matthews
Right. So you have the first success that you have there. And then generally you're going to have an almost every story that you're sure you're going to have these you're going to have some sort of major roadblock or a major problem. Everything was great until it all blew up in our face. Right. And we've been able to do this with every single client. If you talk through their story, you always have this story. It's a traditional hero's journey type story.

Richard Matthews
So it was great until we had this problem and this problem led us to, you know, to our new direction. Right. So you talk through the problem because what the things are, here's what we learned from that. And here's how we ended up at this new direction. And here's what we're doing now and how we got here. And so you're actually walking people through that whole journey. And at the end, like now we're at this place, right?

Richard Matthews
We're at the place back at the beginning. We're at this place where we are the best in the world at being a Push Button Podcast agency for you. Right. And that's how we got here. And if you want to have these benefits and you list them out for someone that you want to make sure you actually go through it, get this right. So they're actually they get your full story. They get to see your journey to how you got to where you are today.

Richard Matthews
And I can't even begin to tell you how many more leads you can generate in your business if you learn to tell your story well and use your story as a way to guide people to the top of your bottom right to the top of your sales, your sales funnel, and said, I'll give you for your audience that template just free so they can they can get in there. And literally every bit of it is I've got all the everything that I just went through with instructions on how to write each section is in there. So you have a structure to write a really compelling about page story.

Tim Fitzpatrick
I love it and thank you for doing that. I really appreciate that. So there's a couple of things I want to pull out of this. If people only take this away from what we're talking about today, there is so much value here. It's crazy. Most people what you're seeing and what a lot of other people are seeing is in the middle of their funnel, somebody clicked on that. They're going through it and they're like, let me hit the brakes.

Tim Fitzpatrick
I'm going to go over. I'm checking out their website. I'm going to their about page. This is kind of building that no like trust factor here, right? If you're about page has the typical hey meet our team and you know, this is what we're doing. There's no clear call to action. There's nothing there. It's not compelling.

Richard Matthews
It's not compelling.

Tim Fitzpatrick
So they may have people actually dropping out of the middle of their funnel because they're about page sucks.

Richard Matthews
Yes, absolutely.

Tim Fitzpatrick
Perfect.

Richard Matthews
Just another thought to is if you go up level that from the writing by adding a video at the top that this goes over the same story, right?

Tim Fitzpatrick
Yeah, yeah. People love video videos. Obviously a great thing to utilize. And if you do it via video. It's just helping them get to know they can trust you even more because then they're seeing somebody talk. They're like, oh yeah, there's a human behind this whole thing. So man I love it. So many people do not do that. I mean, I bet you we could pull up ten about pages right now, and I'd be shocked if any one of them is doing it.

Richard Matthews
I could give you a couple of hours. We're doing it at all of ours.

Tim Fitzpatrick
Yeah, well, I'm sure you are. I would expect that you're going to practice what you preach, right?

Richard Matthews
Absolutely. Just as FYI, one of the things that we do with that content, once it's done, is we generally create two videos. Right. We have a video that says our story and another video that says, like from the owners, right where we have have, you know, just like a live interview with the owners and another one. And if you've ever seen website designing something, you've heard of it called a fat footer, which is where you have like all your legal links and other things.

Richard Matthews
And we have we have another part of our footer that is it doesn't actually visually look like the footer, but it's right above it. And it just has those two videos on there. It says from the owner and our story. Right. It's got the two little videos on it and it'll be on every page of the site. And it's just the same content from the about page story that drives people into the content. Right. And because so wherever they're at on the website.

Richard Matthews
Right. If they're on your products page or if they're where anything else kind of like a direct response marketing funnel, all the regular pages on your website are going to have this on there. Those get played so much and it's building that stuff and it's all the foundation of it is learning how to tell your story in a compelling way.

Tim Fitzpatrick
Yeah, that's awesome. So this wouldn't be a complete conversation if we didn't get into podcasting, so let's talk about how podcasting can help folks build their business.

Richard Matthews
So podcasting is and I'm going to caveat this right from the beginning. When I say podcasting, I am referring to more than just the audio podcasts that podcasting where it started as. And to include the multimedia podcast like this. Right. Where you have so to include generally like a weekly show. So whether that's a video or audio or audio and video like this one could be individual, it could be interview guest again, like this one.

Richard Matthews
So podcasting has sort of grown to include more than just the audio radio show that exists on Apple iTunes. Yeah, so with that sort of in mind, podcasting and is a huge aspect of your business or can be if you do it well, for a couple of reasons. So one of them is it has the magical ability of adding leverage to your content in a way that pretty much nothing else you can accomplish. So if you're doing content writing or if you're doing those little three minute YouTube videos that you see people doing all the time, or if you're doing what you call it, the big long, it'll come to me cornerstone content that you hear people talk about for your website where you write those big long posts or writing books like there's a lot of things that you can do for content, but all of them are hard and take a lot of effort.

Richard Matthews
Podcasting, something like this where you either invite a guest on or maybe you talk to the camera directly or for me, like with this podcast episode here that we're doing, I'll have my team probably take this and chop up little bits of talking and distribute it out as well. Right. The podcasting is such a powerful medium for creating content, because a lot of its conversational it's easy to do and it requires minimal setup. So what you're looking at this fancy studio I've got in here, that is a 30 dollar sheet from Amazon.

Richard Matthews
One hundred dollar light from Amazon, one hundred dollar microphone and a camera plug into my computer right in the back of an RV. And just a little bit of a YouTube knowledge on how to how to set up a light and how to set up your microphone so it looks good. And my air conditioner is running right now. I'm using a little app called Krista AI to pull the air conditioner sound out dynamically while you're right on the banks.

Richard Matthews
I don't have to worry about having a great soundscape, and I think that cost me four dollars a year for that software. So, like, all in we're talking a couple hundred bucks worth of equipment. Yeah. And you can have a really nice studio. Right. And that's for someone who's living in an RV and doing this. If you got a nice office, you could of course, make it way better than what I've got going.

Richard Matthews
But super easy to get into the creation of the business or creation of the content. Thing is, for podcasting, it's got a really low barrier to entry. And you could get away with the webcam on your computer. You could get away with the internal microphone. Of course, you have your production value by using a nicer camera or a nicer microphone. But you could just start with what you've already got on your phone or your computer is a really low barrier to entry is one of the things I really like about it.

Richard Matthews
And the second one is when you do long form content like this, where you're doing 15, 20, 30 minute interviews or you're getting in front of the camera talking about your expertise for those kind of things, that content is setting you up to be able to repurpose that content and get you in lots of different places at the same time without having to on him to create content individually for every single place there is. Otherwise, it's the Gary Vee model that you're totally aware.

Richard Matthews
He's got a staff of I think at the last time I checked it, something like 60 people who repurposing his content. Right. Which is just insane. Yeah. You don't need be quite that level. But the concept applies where you want to be creating content for all that and podcasting when you do, especially if you start as a video, you can create audio content and create audio grams, you can create video content, you can cut them up into shorter little clips for your content.

Richard Matthews
We have writers on our staff that actually pull them out, create show notes and blog content, and then social media posts and quotable content like all sorts of things that are specifically formatted for all the different social networks. So for one twenty to thirty minute piece of content, you get thirty or forty pieces of content that go out. And again, with podcasts we actually build all those systems. So it's very, very automated on your part.

Richard Matthews
So all you have to do is create the content once and it goes out and all this stuff is created. And I like the term leverage because what it does leverage is, is what machines give you. So I call it having a content machine. And if you get in, you get in behind your BMW or the wheel of that car, the effort you have to put in and you push your foot up and down a little bit and you steer your hands a little bit and it goes zero to 60 in a couple of seconds and drive all over the country.

Richard Matthews
Right. That is, you get a massive amount of output from a little bit of input, and that's what a machine gets you. So when you build up a proper content machine, podcasting is that input that you can get a lot of output from. And so my little phrase that I have for podcasting is that is from the MASH TV show. If you remember watching that my wife's in love with it. But what's his name? Winston.

Richard Matthews
I can't remember. Anyways, one of the doctors in the show, because my wife watches that all the time, is that he says someone asks them, like, how do you get such good outcomes in your surgery? It's like he says, I do one thing, I do it very well. And then I move on and so are analagous for podcasting is you do one thing, your podcast. You do it very well.

Richard Matthews
Right. So set up your good stuff, have good content structures for it. And then instead of moving on, we say that leverage where you come in and you actually start taking that content and distributing it, repurposing it all over the place so you can show up everywhere. And so there's a couple of things that are going to be really key for that. One of them is making sure your production, your production value is pretty good, making sure your content is actually valuable and you want to make sure you're driving to a call to action.

Richard Matthews
Right. We mentioned that on the about stuff, that you have some sort of a call to action that's driving to your sales funnel. Well, otherwise, if you're creating a content, you're not driving someone into your funnel that you're just wasting your time. And I know you and I have already shared stories about people who have humongous podcasts working as audiences, and they're never making some sort of an offer call to action. If you're doing that, you're just wasting your time with content. But if you're driving people into your sales funnel, you can create a tremendous amount of momentum in your business using a podcast.

Tim Fitzpatrick
Yeah, this is really, really key. Because I've been on a number of podcasts where they're not doing video, they're just recording the audio, and if you really want to get leverage and squeeze every bit of productivity out of the content that you're producing with your podcast, I think video and I know you agree because you guys do this is so, so important because the video is at the top and then you can just put all kinds of other content from that.

Tim Fitzpatrick
But it's just like you said, this is the Gary Vee model of content, and he's obviously proven it works. There are tons of other people that have proven it works. Even if you're doing a 15 minute podcast interview via video, there's so much content you can pull from that and just keep putting it out there, keep putting out there.

Richard Matthews
Podcasting gives you the three As you need to grow your business, which is awareness, attention, authority. Your audience needs to be aware that you exist. Your content needs to capture their attention. Video does a better job capturing the attention that almost anything else right now. And then you're the content to actually provide after you've captured the attention should be helping them solve problems, helping themselves problems.

Richard Matthews
That's where the authority comes in. And so what I always tell people is your content should help people solve problems for them. And when they solve those problems, you get the opportunity to introduce a higher level problem, and that's where your products or services come in. So we've talked all the time about podcasting and you're thinking yourself, oh, now I know what I need to do for a content marketing thing in the higher level. Problem is, now that you're doing it right, it's a lot of work.

Richard Matthews
It's a lot of effort as just by way of example, Push Button Podcast, service that we offer is the higher level problems solution right now that you're doing the podcasting going on, creating that stuff. The higher level problem is that takes a lot of time and effort for every hour of content you produce. It's probably eight to 10 hours of work if you spend two or three staff members or one staff member who has a gigantic breadth of skills, yes, it's going to cost a lot of money or whatever.

Richard Matthews
It's all of the things that go into doing it in house, actually, where Push Button Podcast came from for us as I was running The Hero Show and I got like three episodes in out of eight episodes recorded and I was like, I'm going to starve to death and die because I'm not having enough time to do the stuff that produces revenue in my business.

Richard Matthews
If I'm focusing on this podcast and I knew it was going to be a long term game, so it sat on the shelf for like three years with eight episodes recorded because I didn't have the time to go into it, which is why I Push Button Podcast was born. And so that's a higher level problem is we're doing the content. We're creating it on a regular basis, but we're not doing all the stuff that's actually going to make it effective, building the content machine.

Richard Matthews
And if you don't build the content machine, then you might as well not do the podcast. Right. So that's the high level problem. That's where I can come in and do the the the higher level solution, which is we have a service that does that full service for you so you can just record the content be done and we'll build the whole machine for you. And so that's just sort of a live example of how that works. Right?

Richard Matthews
So if you're doing your content, you're helping people solve a problem. Right. So we talked about several problems today, how you price your services, how to tell a compelling story and how you should be creating podcasts. So those are me helping your audience solve problems in their business. And then the call to action is what's the higher level problem? And you have to learn how to do that in your business, to look at what problems can I help people solve and how do those lead people into being the right type of customer for the higher level of problems you can solve?

Tim Fitzpatrick
Yeah, I love it. The other thing, and we should probably I think there's another important aspect of podcasting, you and I talked about this that a lot of people don't think about initially is the relationships that you build by having a podcast or frankly, even doing guest spots like you're doing today. Yeah, the relationship building aspect of it can be huge if you keep that in mind and use it as part of your strategy.

Richard Matthews
Yeah.So one of the things on my podcast, The Hero Show, is most most podcasts are in the business of creating an audience and my podcast, particularly because the higher level problem that I'm introducing is the Push Button Podcast service is the guest that I'm bringing on my audience as my guests, which is unique. But it gives me also a unique perspective on what that networking stuff looks like, because I have to be very intentional about how I'm building those relationships.

Richard Matthews
So when we get onto the podcast and you saw me do this before we had the show and after the show, is talk a little bit about your business and what problems you're solving and those kind of things and talk about your show and can we get on your show in those kind of things? Because that's the part of the business that's important to me. Now, a lot of podcasts exist because they're going B2C or B2B and they're trying to get the audience and they forget the networking aspect that comes along with interviewing guests or bringing people on, because it's a secondary instead of a primary reason for their podcast to exist.

Richard Matthews
But it's such a powerful secondary where like right now, my entire podcast business Push Button Podcast agency is being built on the back of that secondary purpose for most podcasts, which is super cool. And the reason that's so powerful is because you and I can get on. And at this point we've had two really in-depth conversations. One on my podcast now one on yours, where I got to hear a lot of your story on my podcast, and then you get to hear a lot of mine on yours, which is really cool.

Richard Matthews
And what I tell people all the time is relationships. Human beings are a story born people and relationships are judged. The depth of a relationship is judged based on how much of someone else's story you know. So one of the things I tell my kids and this is always fun is, is that an acquaintance is someone whose name, you know, but their story you don't like a friend is someone who you know, their name and you know some of their story.

Richard Matthews
And a best friend is someone who, you know, their name and you know so much of their story that they couldn't even tell you anything new if they wanted to. Right. The only way that you're going to deepen your relationship is if you go out and create new stories together. Right.

Richard Matthews
And that's how we judge relationships. We judge relationships based on how much of the other person's story we know. And so with that in mind, like that goes back into everything we've talked about today. Right. The reason why you're telling your story in your about page is because your customers want to know your story. That's how they're going to judge your relationship with you is based on how much of your story they know. And if you take the time in your podcast or your your multimedia show.

Richard Matthews
Right. To get to know the other person. Right. And then take the time to let them get to know you, then you have that relationship that can turn into business or turn into referrals. And I know you have already been talking to me about I know some agencies who might be willing to outsource to you if you're willing to white label like those. Those are the kind of things that come out of these types of relationships. And it can be a huge aspect of your business.

Richard Matthews
And I know personally and everything that I've run for the last 10 years, networking has been one of the biggest aspects of growing my business. And of all of the things I've done that enabled a networking podcast has been the easiest thing I've ever done because everyone says yes to it. Right. I can come up to almost anyone in the industries I want to be in and be like, hey, I've got a podcast I'd like to interview.

Richard Matthews
Would you like to come tell your story? And it works especially well for my podcast because of the framing that we have and some other fun things. And there's been a few people that have been outside of reach. And it's just because of we were a young show and I were like, hey, and they realize how powerful it can be to have someone like them come on your show. They're like, come back to me after you've had a couple hundred episodes or a couple of things, and then I'll come on your show.

Richard Matthews
Right. So there's a couple of people who might be out of reach, but for the most part, most people are like, yeah, I'd love to come and tell my story on your show and then you get a chance to meet with those people and build those relationships.

Tim Fitzpatrick
It's a great way to add value to people that you want to further that relationship with. You know, I've had multiple people that I have interviewed that I had already had conversations with before I had met them. And when we were done, I said to them, I have such a better understanding of what you do now. After the first conversation we had, I had a general idea, but not really. I now, after we have talked and you've shared what you do, how you do it, I have so much better understanding of what you do. This was valuable for me and I was the one that was just interviewing, you know.

Richard Matthews
What's cool about that is even if we never do business together, now, you know how to refer me to someone.

Tim Fitzpatrick
Absolutely.

Richard Matthews
You know you know who the right people are for me and you know sort of what we do and how we do it and who the right people are for us. Right. And that's the kind of stuff that comes out of it. So, like, for me, I'm building huge referral network for my business and you can do the same thing when you run a podcast. Right. And I always tell people you want to sort of play both sides of that.

Richard Matthews
Right. If you have a podcast, also go and do podcasting. Right now, you can be a guest and same kind of thing. Make sure you have a call to action. Have something you tell people about. Right. Have have topics you can talk about that drive people back into your business. You saw me do that today with the Push Button Podcast stuff where we got to add and talk about value. And if you're interested in that, you'll go check out pushbuttonpodcast.com and you'll learn about what we do if it makes sense. If it doesn't, that's cool.

Tim Fitzpatrick
Yeah, so Richard, you've showered us with your wisdom, tons of value in this episode. So thank you for doing that. I have put up Push Button Podcast's website up here, pushbuttonpodcast.com. Is there anything else you want to share us before share with us before we end this conversation today?

Richard Matthews
One thing, and this comes from my travel. So one of the things that I get asked all the time are not asked, I get told, is because we travel we live full time on the road and we run our business. I probably four ex my business since we started traveling, it's been really fun. And I get told all the time I wish we could do it with you do. And the problem I see with that and that I come over the last several years is really when I started that I was used to respond with, well, why don't you just go do it right. And the reality is, is most people, they look at someone else is doing something they want to do and they say, I want to do that. But in their head, they don't they don't like or sorry, in their heart, they don't really want to.

Richard Matthews
They just want to live vicariously through someone else. And so my encouragement to people is, is whether that's starting a business or starting a new marketing program or figuring out how to travel full time like we do whatever the thing is that you want, make sure you really want it.

Richard Matthews
And then if you do really want it, do everything it takes to make it happen. Right. So because there's nothing that's going to stop you if you really want it to happen. But if you're comfortable where you are and with what you're doing now, admit that to yourself and learn how to be content there. Yeah. And I think that's where a lot of people struggle is. I think I want this other thing. I want to live vicariously through them, or that's where we get people watching Netflix and YouTube videos all the time because they want to be doing something else, but they just want it up here.

Richard Matthews
It just tickles. It tickles some dopamine receptor in there. That might be cool without admitting that. I don't really want that. I'm going at least people to be dissatisfied with their lives and where they are. And what I'm telling you is if you want it, do it. And if you don't want it, be honest with yourself and learn to be content with what you've got or where you want to go or figure out what you really want to do. So anyway, that's sort of my nonbusiness.

Tim Fitzpatrick
I love it. Thank you so much, Richard. I really do appreciate it. I learned something. I learned a bunch today, so I know other people will as well. For those of you that are tuning in, watching, listening, thank you for doing so. I'm Tim Fitzpatrick with Rialto Marketing. If you want to gain clarity on where to focus your marketing efforts right now to get the best return, pop on over to our website. By the way, this is the call to action part of it.

Tim Fitzpatrick
R-I-A-L-T-O marketing.com. Just click on the get a free consult button. Guarantee you'll get a ton of value from the call and walk away with some clarity on where you need to focus right now. Till next time, take care.



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About the Author Tim Fitzpatrick

Tim Fitzpatrick is the President of Rialto Marketing. At Rialto Marketing, we help service businesses simplify marketing so they can grow with less stress. We do this by creating and implementing a plan to communicate the right message to the right people. Marketing shouldn't be difficult. All you need is the RIGHT plan.

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