SHOW TRANSCRIPT

This transcript is automatically generated by Descript.  Any errors or omissions are unintentional.

Jeff Sieh: [00:00:00] Hello folks. Welcome to Social Media News Live. I’m Jeff c and you’re not. I.

Conor Brown: And I’m Connor Brown, and this is the show that keeps you up to date on what’s happening in the world of social media and more.

Jeff Sieh: You ever felt like you’re constantly creating content but not seeing the traction you hope for? Maybe you’re wondering how some creators seem to do one recording and suddenly have a dozen assets working for them. If that sounds familiar? Well, you’re gonna want to catch this episode because we’re joined by someone who knows exactly how to make your video content go the extra mile.

Chris Stone has helped entrepreneurs, speakers, and thought leaders stop treating their content like a one-time event and start building systems that work around the clock. So in this episode, he’s gonna be breaking down his six secrets to smart, efficient video production. So sit back, clear your schedule, clear your mind, and get ready for this week’s episode of Social Media News Live.

Chris, my friend. How are you doing today?

Chris Stone: Jeff, I, if I were any better, I would be in Boise, Idaho. Uh, thank you for having me on the show. [00:01:00] Uh, can’t wait to get into it. I think I’ve got six secrets. Uh, I’ll have to, you know, so for those of you, Gary and, Terry Brock, Gina Carr, Martin James Hicks, who’s here for the snacks. If I miss a, if I miss a secret, y’all better keep me on point, right?

’cause I can talk too much, you know, and when I see the beautiful hair of Connor Brown, I just have to talk about it.

Jeff Sieh: it is hard to do math live, but I mean, yeah. We’ll get the sixth and look at him. Look at his golden locks. Yes.

Chris Stone: is amazing.

Jeff Sieh: Yeah.

Conor Brown: Swear.

Jeff Sieh: I don’t think that’s what I think you heard wrong, but go ahead. Connor.

Conor Brown: Listen, forget about my hair. The focus of today’s show is about Chris Stone. If you don’t know who Chris Stone is, you should ’cause Chris brings 25 plus years of experience from Sony Music to the world of content creation. As the founder of Cast Ahead, he’s helped entrepreneurs and thought leaders stop treating their content like one and done performances and start building what he calls content machines that work while [00:02:00] you sleep.

We’re always so excited to have him on the show. Welcome back, Chris.

Chris Stone: Thank you, Connor. This is, this is, truly an honor and I mean that Jeff, you know, this is the best show on the interwebs. I’d be here in the chat with Davidson’s all natural, Jim, or can I just call him dang or her? Dang, because that’s the acronym. Um, I would be here in the chat hanging out with these folks and, uh, just absorbing all the knowledge that you guys bring every week.

So it is an honor. Thank you again.

Jeff Sieh: Yeah, this is gonna be a lot of fun. But I wanna give a shout out to our folks over at Ecamm. You find out more about them at Ecamm dot com slash Jeff. That’s right. Ecamm dot com slash jeff. And by the way, they have actually got, their crater camp is open for everybody, but they only have like 20 tickets left.

So if you want to go, make sure you go over to Ecamm and, uh, sign up to camp. ’cause it’s, I’m gonna be there speaking. Uh, a lot of my friends are gonna be there. It’s so much fun. This is their third year and tickets go fast. So if you wanna do that, I think it’s, it’s, uh, at camp dot Ecamm dot com I think it is.

But just go to Ecamm, [00:03:00] you’ll see it on the, the thing. So, really appreciate them sponsoring the show. But we’re gonna get into the six secrets of video today. So Chris, we’re gonna just kick it off right at the beginning because I. You actually spent two decades at Sony, and you said you squeezed every ounce of value from every single recording.

So what’s a core lesson from the music business that kind of helped radically reshape how you approach video now today?

Chris Stone: Yeah, I, I would say this is that one thing that I learned when I was at Sony, and you know, for those of you who are music fans, you, you know this as well, we wouldn’t release a track from whomever and just kind of put it out there and be done. We, we squeezed every alternate mix, you know, ringtones, remember those, you know, uh, put it on an album, stick it on an ep, license it for, for this, do everything possible for that [00:04:00] one track.

Yet as content creators, we decide to just do a hour long live video and then just let and hope and pray that the algorithm, gods will somehow serve it up to what we think our audience wants. And it, it just drove me insane that I would be working with clients and they’re like, Hey, okay, we’re done. And the, the live video is sitting there and, uh, the audio podcast, maybe you, you create an audio podcast as well.

But there wasn’t this thinking beforehand that before you repurpose, you must have a purpose. And that purpose is to reach as many people as possible, that you want to reach your key audience. And if you think that they’re only in one lane and watching your video on YouTube, that’s one hour long. Right?

And that’s it. You’re wrong. Those same people are on Instagram, they’re on TikTok, they’re maybe on Snapchat. They’re doing all these things. So your key audience can be found. You just [00:05:00] have to put content that’s appropriate to drive them to where you want to, drive them. And so it’s like we do this all the time in the music business.

It’s like, okay, we’re gonna create a radio edit. We’re gonna do the Conor Brown mix of this Candlebox song. And, you know, so all of these, different fans can maybe now be turned on to this particular artist. It’s treating your content as not one and done. It’s treating your content as, how can I create this stuff before I even turn on the camera, before I even, you know, turn on the microphone, do all of this stuff.

How can I create content that will be evergreen, that will last forever, that will, last longer than you know you’re alive? Right?

So you’re not talking about the change that the script made last week, actually, you know, creating the, the content that’s going to last longer than, than we will

Conor Brown: That’s such a good perspective too, [00:06:00] like the, the, with the music and all that. I never thought about that. But other huge companies have been doing that for forever. And it’s still doing it, right? It’s, it’s the deluxe album verse the regular album just a little bit more because they want a little bit more, or the single ’cause.

’cause that’s the only thing they wanted. your secret number one says that repurposing starts before the camera rolls. So Chris, how do you approach that with your clients? Like how do you help them, uh, uh, get a clear, you know, strategy in place before they even hit. Go so that they have these pieces.

’cause I would assume a lot of people are coming to you and they’re just nervous about recording in general. So now do they have to think through like, oh, this would be a good soundbite as they’re recording the big thing? Or is it about setting up structure in place before they hit record that that will help purpose.

Chris Stone: I think a lot of times keynote speakers, you know, I, I, I see that, uh, Terry Brock is here in the chat, who’s a fantastic, uh, keynote speaker as [00:07:00] well. they do, these audio sort of interrupts already, these pattern interrupts, right? A lot of times when people talk about pattern interrupts, they think visuals, right?

Jeff, you’re putting lower thirds here, uh, on the video. Like, wow, that was magic. See how that happened? I just did this and it showed up. Right? Pattern interrupt. We think visuals all of the time, but these, what I call intentional, uh, interrupts are something that, you know, keynote speakers, authors, sales trainers, the, the people that are, you know, technically my clients, I train them to say certain things that are pattern interrupts that they’re probably already doing in their presentations.

They’ll say something like, uh, if there’s one thing you should write down and take away from today, it’s this. Okay. That’s a pattern interrupt, right? And so if you’re kind of peppering your content with these things, there’s a, there’s a ton of different examples that I kind of keep and, and, and sort of use.

What you’re doing is during your presentation, you’re not thinking about that. You’re doing that, you’re delivering your [00:08:00] presentation, but your editor who gets all your files afterwards, you know, like me, I know where to find those clips because these are the important hooks that can be used to repurpose this content on other platforms.

Yes, there are ai programs that will do that, will do this for you, but chances are they’re not doing it. As well as you would like them to do. I’m not gonna call out, you know, anything, you know, it starts with an O, ends with an S, and in the, in the middle is P. But you know, they’re, you know, these programs are great for people who don’t like to edit, but they’re not great for people that want to create content that’s different from everyone else that is reaching these people appropriately in these places.

And so what we do is we talk about doing these intentional interrupts because Connor, when you do this, like what we’re doing right now is live right? But I am talking to Rich Graham, I’m talking to James Hicks, I’m talking to Doug Layman, breaking it down in layman’s terms, Gary Stockton, all of these people are [00:09:00] here live, right?

And then the people that are, that are maybe just lurking and not here chatting.

Jeff Sieh: Mm-hmm.

Chris Stone: But I’m also speaking to my future audience. I. So if, if you have that mindset, it’s not just who I’m talking to right now, but in the future, it changes everything. It changes your perspective. It changes like, okay, yeah, if a mistake happens, that’s, it’s gonna happen.

But can I say something that’s so important that five years from now it’s still resonates with people? And I think that’s really the, the mindset and like everything, the more you do it, the better you get at it. So you, you, if you’re not used to, uh, speaking with attentional interrupts or, or planning, you know, kind of doing that bird’s eye view of my content, okay, I’m about to do a show.

Am I gonna wing it? No, you’re gonna have a framework. Chances are you’re gonna have an outline. So start, you know, peppering it in with some intentional interrupts because later it’s gonna save you time, it’s gonna, and it’s gonna make your content better.

Jeff Sieh: Yeah, and it’s funny, I, I’m kind of, so Abby’s doing a lot of, [00:10:00] my daughter, Abby is working for him now and she’s doing a lot of, starting to do a lot of editing and I’m trying to train her not just to like, you know, use the easy tools but to look at the actual waveform like at the bottom of the script.

’cause you can start to, by the way you learn how to read it, you can know where those one, like the breath sounds are where you can take those out really easy if you need to. Or where there’s a pause where there’s gonna be a great question and an answer that we can use for repurposing later. And you can actually train yourself by looking at the, you know, the waveform after you’ve done it for a while that, oh, I can do this a lot faster.

So I think your point. Is really good too. And we were joking about it at the beginning, like I gave you a bunch of questions. I do that because, and I love to hear you talk about like, pre-production, thinking about it before you start is those questions are there for me later on to help me repurpose, because I kind of know the flow.

We have three sections usually. A lot of times we don’t get to the last one, but have five questions each. And that gives me a little way to repurpose things. So thinking ahead of the game I think is really, really important. we’ve got some great,[00:11:00] comments from like, uh, Martin says very enlightening, but simple.

Yeah, those simple things, if you use them and are consistent with them, make a huge difference. And uh,

Chris Stone: Keep it simple, stupid, right?

I I’m, and I’m, I’m stupid,

Jeff Sieh: No,

Martin. You’re not stupid. I am. And then Gary says, uh, you’ve been, we’ve been doing this with our weekly commercial pulse. There’s a section in our business index that I repurposes his own video using camera.

Uh, angle with no overlays. That’s really cool, Gary. Yeah, I think that’s pretty awesome. But Chris, I wanted to ask you, uh, the next question would be like, okay, you know, you, you, you’ve talked about, in some past speaking gigs that I’ve seen you do of segment map that you create in this pre-production process.

So what questions should solopreneurs or editors asked to spot those three to five standalone segments that later can become those eight to 10 clips that you repurposed down the line.

Chris Stone: Yeah, it starts before, uh, the show. And, and again, this is a little bit like, you know what Martin said earlier? It is somewhat simple. If you really think about [00:12:00] how, if you think before a show, I. About your repurposing, you think about the amount of time that you’ve taken with, you know, something that you’re trying to repurpose.

Let’s just say it’s a an hour long podcast that you do with Jim Fs and you know, okay, now I’m going to take it and I’m gonna put it into a program probably, and it’s gonna transcribe it, and then I’m going to try to create clips. How much of that are you doing yourself, and how much are you allowing, you know, an algorithm or an ai, a bot or whatever to find that stuff for you?

I am, I do use descrip. I do use cast magic. I use a lot of these tools, to do that, but. Before you even go live, before you even do that, you need to make sure you have a roadmap for where you’re gonna put all the content. What, what types of things you’re gonna cover. You, you know, like before I get on the show, little, little behind the scenes for everyone, and Jeff mentioned it, there is a, there’s a framework for this show.

It’s one of the reasons why the show works so [00:13:00] well, because you can bring on someone who is more experienced in a live, situation and doesn’t like a lot of organization. You know, when, when they’re delivering. As a, as a guest, I’m kind of one of those, I’d like to have a little fun. I like to be able to answer questions on the fly.

If somebody’s got a question that they wanna bring in, I can answer it. I like to do it. But other people, they just are more comfortable having more of a framework, uh, around it. And they wanna know the questions before they want to. They wanna have a call before the call, right? And, and before the podcast, right?

Let’s talk about exactly what I’m gonna do. That doesn’t it, it doesn’t feel very organic and live to me. When you do a a segment map, you have an idea. I can’t jump too far off the rails here, right? I can’t, I, I need to deliver these five things today. That’s important that my audience hear these, you know, five or six things that I’m going to talk about.

And so it keeps your mind on the rails because, you know, I’m already off the rails, as you can tell. I can, I can go into a million different directions. We’re not gonna get to like [00:14:00] six different questions that are on this thing, um, unless Jeff tells me to shut up at

Jeff Sieh: you’re good.

Chris Stone: But it’s really, it’s really about creating that framework, which does include making sure you have consistent file naming, you know, how many hours Jeff have we spent looking for something because a client says, Hey, the show I did in 2022 with, Aaron’s Acres, it, you know, can you, can you pull a clip that you know where, where she talked about this, this, this, and this, and this.

And I’m like, uh, I think so. And it takes you two hours to find it, to edit it, to clip. But if you organize yourself on the front end, that takes minutes. And so you, you create a repository for your content and you know, okay, I know that that’s going to be found in this particular file name convention in this particular folder.

And then I make all that stuff available to my clients so they can search for it, and then I don’t have to take the time to look for it.

Jeff Sieh: Yeah. And you can charge ’em that you for finding it and archiving it. So there you go.

Chris Stone: Yeah.

Maybe

Jeff Sieh: Maybe a little bit.

Conor Brown: Next level, [00:15:00] next level of thinking there, I definitely wanna talk about, about that, how you structure things in, in a second. But I do wanna get to this real quick. ’cause I think Catherine brings up, an interesting point. And it kind of goes into a question that I had. She says, I like to think everything I say will resonate in five years.

So, Chris, when you’re, you’re how long form, you know, piece of content and you want to break it up into eight to 10 clips, of course you’re not gonna post those clips eight days in a row right after you post the long form. Right? The reason you’re doing this is so that it can elongate your, your content marketing.

You can go for days, weeks, and months past when you initially put out that long form piece of content. But how, how can you balance that like real time interaction versus. These evergreen kind of clips that are gonna be relevant, you know, months, maybe six months down the line. Like if we’re talking about the AI babies right now, right?

Hilarious. But in, you know, this time next year, will this clip [00:16:00] be applicable? How do you find that balance?

Chris Stone: Yeah, a lot of it has to do with your word usage. So, you know, on this show it’s called Social Media News Live or Creator News Live. Right? And so, you know, it’s, it’s live and you would think when you show up, you’re gonna get the news of the day. And here is, you know, this is what happened with Chut today.

They just announced this and this happened, and we got this press release in, you know, breaking news, like stuff like that. I think too many times as solo creators, uh, you know, from small to to mid-level, nobody kind of knows you yet, so you’re not really trusted to, to deliver that stuff. And it sort of gives people content to listen to and to watch. It has a very short lifespan. And so you, you don’t use, content, you don’t use language, and you don’t date yourself. Right. You don’t, you don’t show up and say, I don’t know if you guys know this, but Instagram just announced that you can now go, reels can now go for, you know, 14 minutes or whatever that [00:17:00] thing is that that’s cool for like a week or two, but like, you’re not, you’re like, you’re not gonna be able to use that stuff.

It’s just now it’s gonna come out during the course of a, of a, of a podcast, of a show. That kind of stuff is, is, you know, somebody might ask it, but I think Connor, you bring, you bring up a, a really good point and that is. One thing that I also teach that’s a part of this sort of secrets is, you know, you’ll get questions, Jeff.

You get great questions. You have like the, the smartest audience, right. You know, in the chat room, right. Because I’m not in it, right. I don’t, I’m not dumbing it down at this point. Like this chat is just killing it today. But like, when someone brings on a question, right? And somebody were to say, Hey Chris, what do you think about this, this, this, and this and this?

You know what that becomes, that becomes great content because the chances are that one person, like there’s hundreds, potentially thousands of people that have that very same question. And so it’s, it’s really important if you do get that question to use that content, don’t just like use [00:18:00] it for the live show.

It’s, it’s, it’s hugely important that somebody had the guts to jump in the chat and ask a question, put themselves out there, and now you’re gonna take that and you’re gonna say, there’s other people that don’t have the guts that I can serve. And so that’s, that’s the idea with. you know, the, the chat that’s another sort of, I call it a secret.

You know, we’re, we’re trying to, we’re trying to click bait everybody in, right? So there are sh don’t, don’t tell anybody this is a secret, but like too many people in a live show don’t use these questions and think, wow, there are hundreds more people that don’t have the guts to ask it. And I’m gonna use it and I’m gonna put it out there and answer those questions and, and, and serve those people.

Jeff Sieh: Yeah. And one of the things, this is a little side secret, is, so we have those questions we mentioned before that we have them all kind of listed on kinda how we want the show to flow. But what we do is, one of the reasons I love having a co-host and Connor’s amazing at this is that it gives me a little bit more breathing room to go and look.

And you do the same thing with deal and deal casters. I know with Jim, uh, you, you’re able to go and [00:19:00] look at kind of the, at the, the content and what we do with those five questions or those five questions for each segment. If somebody ask one in the chat, that’s better. Or, or even slightly sim similar.

We’ll bring that in and we’ll skip that question because I want, I want the people from the audience to be interacting more than I want to get a list of questions in. We’ve all seen the podcasters or live interviewers where you can tell they’re just scratching off and jumping to the next question, I don’t want that.

I want a dialogue, I want a conversation. I think that’s great and, and in fact, this is a great time to bring it in from Catherine. She goes, meeting people at their pain point may be the best way to keep those words evergreen. I

Chris Stone: Hundred percent.

Jeff Sieh: tip. Yeah.

Chris Stone: Catherine’s just dropping bombs in the chat. That’s like, Catherine, you’re awesome. Yeah. It’s Jeff, you, and it’s another great way to build your community. Like too many people, they, they, they, they take their content. This is, it’s important that you understand that when we do this, and this is a, like, I use this show as an example all the time when people talk about how do I build a community, [00:20:00] right?

and there’s, there’s people who are high level people that don’t have a community. Sure. They have like a paid thing where you can ju you know, look at their courses, but they don’t really have a social almost relationship like, uh, like we do with Jeff C and Connor Brown. The reason is, is what you just talked about.

These people feel like they’re being seen, they feel like they’re being heard. You’re showing you’re, you’re not going Well, I could probably ask that question better. I have a, you know, Chachi BT gave me a really good, you know, thing with M dashes, so that I can ask a really great question here. But no, you’re bringing in James Hicks, you’re bringing in Katherine Lang, you’re bringing in Jim Fs of Fusion marketing, and, and you, and everyone feels heard, and now everyone’s comfortable to ask questions.

If you, if you’re not, you’re not showing people that you’re, you’re creating a community and that everyone can feel comfortable here. No one’s going to do it, and you’re just gonna be trumpeting all of your information and then you’re hoping, like you, it’s another great way [00:21:00] to get feedback, right? Like, and another great way to get help when somebody’s frozen on screen, like, you know, Chris is frozen on screen.

Jeff, take him off.

Jeff Sieh: right. You’re not frozen on my screen. You look great. Uh, uh, so one of the, one of the things too is this is specifically for live shows, and if you make, if you’re consistent, you go live at the same time each week or, or whenever you, you wanna do that at, and also that they, you become known for answering questions and bring, bringing up comments on screen.

Then people will stick around for the entire show. Because they think that maybe their question will be answered. So it’s just, it’s having that expectation of your audience and letting them come in and interact with you, I think is, is really, really cool. I wanna jump in right to the, I mean, this is gonna be really practical because I know you’re, really in this and you’re the one who I ask for a lot of these questions is like, I wanna talk about like, how to capture what you need to capture, like quality assets when we’re talking about repurposing and creating video content.

Because many marketers still, you know, they treat [00:22:00] audio as an afterthought. So what are some practical, you know, like switches, gear room treatments, you know, all that stuff to turn ordinary video into like a really nice ready made video podcast episode.

Chris Stone: Everybody buy this microphone. It’s an electric voice. Re 20, it’s $450. Everybody runs. Uh, like we just lost the entire chat. No. Um. the number one thing in every piece of content that you create is, is being clearly understood, period. That doesn’t mean spend money, that doesn’t mean, show, an expensive microphone.

It doesn’t mean any of that kind of stuff. It means someone has to hear me speak and be understood. Then you work on yourself. You work on, on, on delivering the content, right? Generally you want to be in a small dead room, put some fluffy stuff around you, make sure you’re not in some tall ceilings with bright walls.

I mean, we’re gonna have computer screens in front of us, so glass is [00:23:00] gonna reflect your voice, and I think Jim and I talk about this. The funny thing is, Jeff, every time Jim and I go on deal casters and we, and, and, and we were to go live, we’re doing a product thing and we’re talking about microphones and you know, every once in a while somebody will go, should I get this or should I get that? We have to talk about the room you’re in some sound treatment. That doesn’t mean like, you know, Google sound treatment because you’re gonna see, again, money. Everyone’s trying to send you like their, here’s the wall treatment for this and here’s this, this, no. Grab some fluffy stuff. Get into a room, right?

Get a light in front of your face and not behind you. You wanna get outta witness protection, right? Get your, get your camera up so that it’s eye level, like, like you see here, right? And, and all of this stuff doesn’t cost anything. Like you’ve got lights in your house, you’ve got a phone, you can get it.

Just, just make sure that you’re, you’re in the frame properly. And as far as a microphone’s concerned, it, I would suggest someone invest in a dynamic microphone. And that doesn’t mean like a lot of money. There’s some [00:24:00] great affordable microphones. I’m sharing a, a, a sheet with, with, uh, everyone here that’s, that’s viewing, and watching and, and a link to be able to download my entire tech stack, which includes software, includes all the hardware.

That way I don’t have to talk about all this stuff. but, you know, generally, like a Samsung Q2 U microphone is still 60 bucks and I have three of them sitting over here and I use them and I use them all the time and I suggest them for lots of people. If you only have 60 bucks to spend, that’s it.

You know, if you’ve, if you’ve got a hundred bucks, you know, maybe, you know, chances are you have a smartphone already. It’s a camera, it’s a great camera, and you get earbuds with it like. All of this just costs, you know, you can get yourself going for the cost of an Xbox, which you probably already, already bought for your kid, so that it, it’s don’t, don’t think you have to invest in a ton of gear.

It’s more important to understand how to speak into a microphone, how to make sure that you get a dynamic microphone ’cause that’s gonna kill the fans [00:25:00] and some of the stuff that’s around you. And just get into a room where you can be clearly heard and understood.

Jeff Sieh: So, Chris, a follow up question to this, and I, I know the answer, but I wanted to get you to say on, for, for repurposing later. Is it more important to upgrade audio or video first if you had like just a little bit of money, like you mentioned, 60 bucks for a microphone, but should you save up for the camera first, or should you save up for the mic first?

Chris Stone: I mean, if somebody already has a smartphone, then definitely a mic. Uh, 100%. I mean, audio’s, you know, you, you listen. If you’re using the, the, a laptop that you maybe have, right? Or maybe your iPad, like the camera in those, I know they’re getting better, but they still are not made for this.

They’re just, they just aren’t, I’m sorry. They’re, they’re functional, but they’re just not made for this, especially the microphone that’s in those. So if somebody’s showing up on Creator News live and they have their laptop and they don’t have a microphone, it’s gonna sound bad. It, it’s just gonna sound like you’re in an echo chamber.

[00:26:00] And it’s a nightmare for people like me to edit out. And when you try to edit, it’s just, it’s just not, it, it’s cutting off your words because you’re getting the echo in your microphone. So speaking across the top of the microphone, not into it. So, you know, you don’t hear all those plosives that when you say words like pizza and podcast, that air goes across and not into the diaphragm of the microphone.

Pounding out everybody’s ears and that you can’t, you can’t fix that stuff. And you know, generally the reason why we have in ear monitors, or, or cans around our ears is so that the sound doesn’t come out of there into a microphone. So you get the clear, understood thing. And these are, you know, these are all things that we thought because we have the curse of knowledge, right, guys, that we think everybody knows this stuff and they don’t.

So there’s somebody out here, out there today, or maybe five years from now when they’re hearing this in the, in the year 2032. see live matting is not a

Jeff Sieh: that’s great. Yeah. I props to you in

Chris Stone: they’re hearing this and they, [00:27:00] this is the first time they’ve ever heard that. I mean, you would thought after a pandemic, people would understand, oh, you know what?

I need to stop looking like I’m on witness protection on my Zoom calls. But it still happens on podcasts.

Jeff Sieh: Yeah. Oh, I know. I’ve had to edit them as, as I know you have too.

Conor Brown: Jeff, uh, Jeff’s nightmares are he wakes up from are, oh, I just had a nightmare. A guest showed up on an iPad without headphones. That’s the kind of

thing he

Jeff Sieh: And that’s happened before I’ve had somebody show up in an elevator. Like what? Anyway, go ahead.

Conor Brown: Really? And they were in there the whole show.

Jeff Sieh: Yeah, so this is so funny because, you know, we used to do pre, this is way back when I did it for social media examiner. We would do pre-calls with people to make sure their tech was right. You know, this the tech check.

And uh, we had a great check, check. She did it, it was perfect. And then she showed up at a different location and part of it was in an elevator. And I’m like, well, why did we check? And you’re not What?

Conor Brown: was the reason? What was the reason

Jeff Sieh: I don’t know. I know, I know. I know. So anyway, that’s one of the things [00:28:00] you never know. But go ahead Connor.

You had a question.

Conor Brown: Chris, one thing you said, you know, uh, the importance of, of being heard, but you also said the importance of being understood and, and that’s goes to good audio quality, but also goes to how you’re saying things and how you’re communicating and how you’re, you know, not necessarily stumbling over your words.

’cause we stumble over our words all the time. Makes the show great, but it’s, it’s how you’re effectively communicating, especially to the audience. Right. You said something you wanna warn against as you can see, hear language, especially when it’s a video being recorded, but you’re gonna reformat it or push it out in, into an audio format as well.

That’s one thing that drives me crazy. I’m listening to audio podcast. It was clearly filmed as a video podcast, and they say, yeah, let’s take a look at this clip. I’m like, let’s not, maybe we skip ahead, right? Because I’m, I’m out of it. So can you share an example of, you know, maybe there is a guest that that’s on and it’s a video show and [00:29:00] you do have a slide up.

How would someone go about, not necessarily speaking to the slide, but really just talking more broadly so it, it works for audio in general.

Chris Stone: Yeah, you’re gonna slip up when you’re doing video podcasting every once in a while you’re gonna slip up. Uh, it happens all the time. So part of the, uh, part of the process of sound checking or doing the, the pre-production that you do when the guest joins, one of the, one of the line items that I talk to every time with them is we repurpose this into an audio podcast.

So at any point in time, you’re gonna see visuals on the screen. You’re gonna be, and you’re gonna wanna, you’re gonna be tempted to talk about them. Just realize there are some people that are just listening only. So be as descriptive as possible. And so, and. I would say 99 times out of a hundred they go, oh, like that.

Because they think it’s just a YouTube video or they just, they, they think this is a show that everyone is watching, but we’re taking the content, we’re repurposing to somebody’s out, uh, you know, walking their dog, [00:30:00] somebody’s out driving, someone is visually impaired. Like we have to think about being.

Like inclusive from the standpoint of right now, and I’ve done this when I, when I watch your show, Jeff and Connor, is I will have it on and I’m multitasking. You know, I’m, I’m listening to Dustin Stout, talk about Magi and, uh, you know, like I, but I got stuff to do right now. There’s a bunch of people that have the show open on their phone or their iPad or open a tab on their computer, and the second I say something like, oh, did you see this?

Oh, look at this. Oh, look at this. Oh yeah. And then you click here, and then you click here, and then you click here. Those things are, are, they are pattern interrupts, but they’re sending people the wrong way that are just listening. So what we do is we, we try to be as descriptive as possible. I got a lot of training doing this when I’m doing product demonstrations, for, for deal casters.

When I’m showing a microphone, I’m going through the software and I’m, I’m checking boxes. I will, even though that, that is never gonna be repurposed into audio. Be as [00:31:00] descriptive as possible. I am clicking in the upper left hand corner on the button that says file. And then I’m clicking on the compression button.

Like say it, don’t say I’m clicking here, I’m clicking here, I’m doing this, I’m doing this, I’m doing, and then you do this. Like, those are, those are things that people are listening. They’re just you, they feel excluded.

And this is a show that everyone feels included in. Right? And I think, Jeff, you, when you bring comments on the screen, like when Billy Thorpe, who’s in the chat, you know, puts in a comment or asks a question, you’ll bring it in.

You’ll say, Billy Thorpe asks, and you say it. And when you’re listening to that in an audio only situation, you’re like, okay, I guess this show is recorded live. Maybe I should join the show live when it’s live on Fridays at 11 Eastern. So you, you can promote things you know together, but not, you’re not excluding the person who’s just listening only.

Conor Brown: You miss three [00:32:00] things when you don’t show up. Live unity. You miss my beautiful hair and you miss the crumbs beard. That’s why you gotta show up live. Right?

Jeff Sieh: right. It’s, you never know. It takes a

Chris Stone: that is

Jeff Sieh: this thing on. one of the things, so I was gonna bring this up from Catherine, ’cause she said this is a great point. She goes, you could offer the slides as a download for those that connect, uh, with you and are listening to the audio. And, and in fact, that’s a great little segue to Chris has a thank you.

If you go to cast ahead.net/ CL that’s cast ahead.net/cnl for you folks listening that you can go and get his, uh, all his tools and things that he uses and everything. Amazing. That is Chris Stone. So go check that out. But one of the things that we try to do is I, I don’t usually let people say, Hey, can I do some slides or Can I show some things on screen?

I’m usually like, no, ’cause it’s a podcast too. And a lot of it is. Host led. Like if we do have something that somebody brings on screen, I’ll usually say, okay, can you go back and talk about what you actually clicked on [00:33:00] there? You know, as you were using that clicked example, if you, you have to kind of guide people ’cause they do forget and you’re kind of in charge, so you have to kind of, you know, steer the boat as it would.

and, and Billy even said, uh, he’s had somebody that was on a moving boat using a phone for a live show, so never had that. Now it’s

Chris Stone: sounds fun.

Yeah, that would be interesting. Because he does a fishing show, I think. he did, yeah. That’s

that would make sense.

Jeff Sieh: yeah, he did a, he was a big time, like he had a huge podcast and all sorts of things, which is, it’s really, really cool.

and then stark raving entrepreneurs, Terry Brock and says, uh, audio is the most important part of video. People can tolerate some wonky video to an extent, but if the audio is bad, they have a whole internet full of quality content to hear. Yeah. They’ll just, uh, move on. That’s a great point, Terry.

Chris Stone: Yeah. And, uh, if I could just double down on that, this is the reason why we’re doing this is because there is so much noise out there. And Terry or Gina who, who made that comment? It’s, [00:34:00] it’s important that we stand out. And I’m not talking clickbait here, I’m not talking, you know, duck face on the thumbnail.

I’m not like, I’m talking about quality content. Of course you got to, you have to understand hooks and things like that, but we’re doing this because there are so many options in the way. Of you and I’m not, and it’s not just stuff on YouTube. It’s not just podcasts, it, we’re talking Streaming, uh, movies.

We’re talking social media, we’re talking all kinds of stuff that is in the way. And so you have to understand like the biggest purpose is this is, is whatever your mission is, whatever your, your course, you’re trying to sell the book, you’re trying to sell the podcast, you’re trying to get more subscribers to like all of these things.

Like, it’s not just about SEO, it’s not just about these things. You have to, you’re trying to gain the trust of these people, and you have a few seconds sometimes on some of these clips [00:35:00] and you know, sure things can go viral here and viral there, but do they really last? You can create a cartoon of yourself, you know, cutting a glass hamburger that, and holding an action figure or whatever the new thing is.

That’s cool. And you’re gonna get a bunch of, you know, dopamine and you’re gonna get a, but what kind of like long lasting, long quality content are you creating to get noticed? And, and so you’ve gotta understand like there’s noise in the way. And, and, and if you take the time to, to do these things and create quality content that stands apart, like, number one, you could sleep, well at night.

And number two, it’s like. it’s content that lives longer than you will. It’s really creating a legacy. It’s really creating the evergreen type of content and not chasing some viral thing that somebody else did. That’s a Xerox copy of a fax copy of a written napkin of the original.

Jeff Sieh: right. And to be honest, I mean if you look at my feed, we repurpose stuff all the time. Like this [00:36:00] thing will be chopped up a million different ways and it will be in a queue and it will continually go out. I have never had anybody gripe about that. And in fact those link, it makes me money. That’s why I do it.

It’s not because, you know, I’m not just trying to, you know, get a bunch of clicks and throw up, you know, a, a, a cartoon face of me. Now if it works and it makes sense and it’d be kind of fun, that’s okay to do, that’s fine. Like, it’s fun to get in kind of what the, what’s happening in the culture. But I wanna provide value to my audience and that allows me to make a living.

And that’s what we all are trying to do. So don’t be scared to share like what Chris has been teaching us this entire time, those clips and those evergreen pieces of yourself and keep sharing them because you get new people coming in your audience and you have a churn that happens. And they may have not seen this great interview that I did with

Chris Stone: exactly. Exactly. I love that you brought that up, Jeff, because we even do this, and if you look on deal caster’s feeds, on our, on our podcast [00:37:00] feeds, we’ll have a, a show every week, but we don’t have a show every week. Well, how do, how do these guys do that? Right. I’m, I’m looking on their podcast feed, and I know last week they interviewed Tatiana Rodriguez and I see that, but the week before, they didn’t have a guest and the week before, they didn’t have a guest.

But I see an interview from Mark Savant, and I see another interview from Alex Sanfilippo. Right. And a couple weeks you’re gonna see our interview with Jeff C We had that interview a year and a half ago with Jeff.

Jeff Sieh: right, right.

Chris Stone: I’m take it because I think we’re kidding ourselves If we think that everyone is watching and listening to our content.

Even our biggest superfans aren’t catching every single episode. They’re just not Jeff, as much as I love this show, I don’t catch, I don’t catch a hundred percent of every single one of them. I try, I, I just, I, I, I really do. I try, you know, um, you know, the, the Billy Thorpe one was awesome, by the way. and the James Hicks one was pretty good.

you know, so why not? Why not just, and so what you do is you go into your podcast, feed you, you’re in control of your [00:38:00] RSS feed, and you take it and put a shiny coat of paint on it. Put a new thumbnail on it, change up the SEO on it, uh, different title, feed it back into your, into chat, GPT or Cast Magic, or whatever you use.

Take that and, and put a new shine on it, right? And make some new clips to promote it. That if you are creating evergreen content right then. You should have no problem putting that thing back out again. Back to the music analogy, right? You’re repurposing things. How many times have you bought your favorite album on a different configuration, right?

You’re bought, you’re buying it on vinyl, you know, you, you know, you, you have the old cassette sitting in the back, you know, you have, you know, whatever. Oh, this one was remastered by, you know, Tom Lord uch, you know, I gotta, I gotta be able to get that, or whatever. So. You can still, you know, do that. I mean, music is a little different than podcasts, from that perspective, but no one is listening to every single podcast that you put out.

It’s just not happening. I mean, as much as I’m a fan of a lot of [00:39:00] different podcasts, you know, I’m not listening to every single one of them. And I’m consuming them different ways in different places. And so that’s the concept, is to take that, repurpose it, put a shiny coat of paint on it, and, put it out there.

And if someone has, oh, oh, look, you know, I’m putting out the James Hicks, interview. I already, I already heard this. Okay, cool. Move on. You know, you didn’t, you didn’t lose their

Jeff Sieh: gripes about it. Nobody gr no one was gonna go, oh, what’s he doing? They don’t, they don’t. They just move on. Yeah. So

I think we overthink a lot of things.

Conor Brown: If, if we’re using this strategy, you know, of, of repurposing content and it’s a critical component of our content marketing strategy, what’s the one thing everyone has been complaining about on social media? Rightly so, for the last few years, not enough people are seeing my clips. Not enough people are seeing my content.

Right. We know that that’s true. So you shouldn’t worry about reposting something you’ve already posted. ’cause you know, not everyone has seen it. [00:40:00] So there’s absolutely no harm in doing it and it just makes perfect sense. But to that, point. Chris, what do you think if, if, if we’re using these clips to kind of feed our, our, our social media, feeds and put the content out there so that people.

And watch the full, uh, uh, show later. What’s a good balance of repurpose content? Verse No, I’m just making this post right now. Just for this feed, just for this platform, is there a healthy balance? Is there something that, that you do?

Chris Stone: I mean like, like an answer to many questions, especially in the podcasting industry. It depends. Um, but I, I think mostly it depends on the platform that you’re posting your content on. I, you know, it’s not, everything works for every platform. And I think, you know, I, I’m glad you brought this up, Connor.

’cause I think a lot of people think when they post something and they don’t get the views right, they don’t get the dopamine that they hope they got like. [00:41:00] You, you craft this great looking short and oh man, oh, and it has this, and it’s got the hook. And then I pulled in this, and I pulled in that, and you look and it’s like Wwo, 84 views.

And you’re like, what the heck? Like I, uh, uh, uh, it must suck. No, that’s not, that’s not it, right? You’re up against noise, like I talked about earlier, up against algorithms. You’re up against all kinds of other stuff that’s in the way. So maybe it doesn’t work right now, like you’re talking about. So you earmark that and you go, okay, that didn’t work on Instagram for at, you know, at this moment.

Right? But, you know, how does it work here? How on TikTok, how does it work here on YouTube as a short, how does it work here? Am I, am I adding. The right thing to the, the content in terms of keywords and, titles and, you know, hashtags or, or whatever on appropriate for the platform. So we’re not taking the same thing that we’re posting in YouTube and just putting that into 17 other places because you could do that and kind of [00:42:00] see what sticks and then maybe kind of go down those rabbit holes, but try to be more tactical with it.

I don’t think you need to 17 shorts from every one hour interview it. And you know, like if you can be tactical about it, be smart because you may get found, you may get somebody to, to watch it. And if you made something that’s quality. That’s the person you want, right? If 84 people watched that particular, you know, uh, Instagram reel that I just talked about, what if it was like 84 of the right people?

What if you ended up getting more attention because of it? And a lot of the stuff that we talk about, especially with the people, with the, the people that I, i, I work with is a lot of it’s just impressions over and over and over again. So, Jeff Connor, like how many times have somebody go, Hey, do you, do you know who Jill Johnson is?

You know, and, like, apologies to the real Jill Johnson. This is just an example.

Jeff Sieh: right.

Chris Stone: And you go, I don’t know who Jill. Oh, she’s the person, she’s the woman who, who, who talks about peanut butter while she’s out [00:43:00] gardening. And you’re like, ah, I still don’t, I don’t, and they show you a picture. Or they send you a video and you go, ah, that’s who that is.

Right.

​

Chris Stone: That’s the impression value that you get on a lot of this stuff. ’cause you’re getting people that are just driving by your content and they’re seeing this face and they’re seeing that beard and they’re seeing that cloth, beautiful hair of Connor Brown and you know, drinking at Disney after dark.

And they’re like, okay, that’s the guy that tells me the best beer prices at Disney. Right? So it’s a lot of, it just has to do that. Don’t look at the, views and think that, it’s not good content. Right. It’s you continue to, to put, to take your best swing at this stuff, put it out there and move like a shark through it.

And then, you know, find out what, is sticking and just know that at least you’re getting those impressions because people are watching, [00:44:00] people are listening. They just might not be letting you know.

Jeff Sieh: Yeah. In fact it’s really interesting you say that because when I go speak at conferences, a lot of times people come up and they, I’ll never, and they we, oh, I see your show every week. And I’m like, really? ’cause you never say anything in the comments ever. And, but they recognize you. You know, it’s kind of hard to hide the beard, but like, but being consistent and going out there and putting that consistent content out there I think is super important.

And I thought it was just a great point. I. Chris, uh, Katherine Lang says this, thank you for this reminder. Everyone hasn’t seen it, so it’s okay to reshare. Not everyone has read my book, but I sh but should I stop talking about it? Because I mentioned it once? No, over and over, like, and you can do it. And, and just the same way that we do with, things here.

We try to make it really organic. Uh, in fact, if you haven’t signed up for my newsletter, just go right here to my newsletter, jeffy.com/news. See how slick and easy that was? It’s just organic,

Chris Stone: you have a, you have kind of a Santa Claus vibe in those

Jeff Sieh: I know. I, so it’s kind of this new character that I’ve been [00:45:00] using for when I speak. I kinda like it.

It’s kind of fun. This is the new chat,

Chris Stone: And for those audio only listeners, Jeff is sharing an image of himself that it looks, looks, looks like him and he has a, kind of a rounder nose, almost like Santa Claus without,

Jeff Sieh: But it’s got a good

Chris Stone: Santa Claus after bowling.

Jeff Sieh: Yeah, true. So jeff c.com/news to sign up for it. The amazing newsletter. But uh, and see Gary says, if there’s no live show, I will t track you down. It’s funny ’cause Gary did last week while we were gone at Boise. My friend Lou Ello, when he forgets to do a live show on Wednesday, people think he’s like, been in an accident.

Like they live and die by that show. And so it’s just kind of cool how that stuff happens. But anyway, back to our, uh, secrets. One of the things, Chris, I wanted to ask you, so let’s say somebody’s got A-D-S-L-R, they’ve got a decent uh, microphone. what’s the rookie mistake that you see people who are doing podcasts or video podcasts make when they’re first starting out, that you could like help them [00:46:00] avoid?

Chris Stone: I think it’s using, it’s using language like we talked about earlier. It’s using language, assuming everybody’s watching, and not just listening, but also using, you know, we talk about what everyone should be doing. There’s also things that you shouldn’t be doing. You shouldn’t be saying things like, oh, as we wrap up, you know, uh, da da da, da.

Right? So what happens when you say that? That’s a pattern interrupt. And what that does is everyone, what do they do? They tune out. Right. So there’s things like that. Or don’t start out on a podcast interview. Okay, tell me about yourself. You know, what’s your origin story? Right? We didn’t do that here. You guys do a great job of introducing the show and telling everyone, here’s what you’re gonna get.

Then give it to ’em. So the biggest mistake I think that everyone makes is they start, they, they see the greatest podcasts on the internet. You know, whether it’s Diary of a CEO or Joe Rogan or whatever, and they see these things and sometimes they just [00:47:00] start out and everybody’s just kind of chilling. Oh, you know, smoking cigars and talking about whatever.

And they think they can do that because that’s what these successful podcasters do. Nobody knows you yet, right? So you do a station identification. You know, I, I learned this from Kirk Nugent. This is another success clue from, from our friend Kirk Nugent. Station identification. Tell everybody where they’re going, right?

You get on a plane, this is, you know, flight 7, 7, 7 to Akron. Whoops. I’m supposed to be going to Vegas, get off the plane, right? So let everybody know this is where we’re going. And, and so they know, okay, I should be here. This is the place that I need to be, I need to hear the, the six secrets for video production that I should be doing for my podcast.

And they, then you’re telling these people who I am. So it kind of gives a, like a validity of some, you know, thing. Then I talk and, and if they don’t like what they’re hearing, they don’t like my voice, which is okay, then they’re [00:48:00] out. But if they do, like, and you know, they, it’s a station identification thing.

So the first thing that people need to realize, and the mistake most people make is they think everybody knows and likes them already. And they, they just don’t. Most people don’t. So you got, when they hit play, you in your mind, you gotta say, this is what you’re getting, and then give it to them.

Jeff Sieh: Yeah. That’s why I had Connor on, ’cause I, I mean, everybody likes Connor and his long hair. That’s why I bring him

Chris Stone: Oh, hair is

Conor Brown: Wow.

I thought that was gonna go into a, a joke about me, but thank you, Jeff. I appreciate

Jeff Sieh: I just, you know.

Chris Stone: You guys

Conor Brown: showing up.

Chris Stone: You’re so sweet. Such a great

Conor Brown: is a,

Jeff Sieh: love fest. Yeah. All

right. Keep going.

Conor Brown: Friday me, take me out of the middle.

Oh boy. so we’ve talked a little about this. I want to get into the mind, the organizational structure that Chris Stone has, which might be terrifying, but I doubt it is.

You talked a bit about, you know, file names and I think like it’s one thing to record all this stuff, right? And, and have it ready, but if we can’t [00:49:00] find it when we’re ready to post or we can’t find it, when we wanna repurpose something or push something out again, then it’s all for Naugh, right? It’s, it doesn’t matter what we planned ahead for, if we can’t find it in the moment, it doesn’t make any sense at all.

You mentioned Chris, consistent file names, some, some searchable transcript options, right? What does that like folder tree look like? Like how are you structuring things? Are you doing around topics? Are you doing it super long? Names so you can search for it, but like how, how do you handle that stuff?

Chris Stone: You know, there is nothing more scintillating that will drive more people to a podcast than to talk about folder trees and organizations. So I am absolutely like everyone, sit back, get ready. I’m gonna take 25 minutes. No, I’m just kidding. so the reason why this is an important part of this whole strategic content extraction, process is because I’ve spent way too many hours and lost way too many files and couldn’t serve the clients [00:50:00] that pay me to do this.

As all of this stuff is happening around us with AI and you know, there’s all kinds of people that can do what we do, and there’s bots that can do what we do. So people are choosing to not hire you because you, you know, they can do things themselves. I have to create more value for what I do, and one of the things that I create more value is I create repositories for my clients.

So when someone says, Hey, I need this, I can deliver it, right? And, and you know, Jeff talked about charge. It’s, it’s, it’s all wrapped into, to the charge that I do, Hey, I need to create a quote graphic for people that have talked about this particular topic. It should not take you longer than 10 minutes to find that if it takes you 10 minutes to find a file, a transcript where Kirk Nugent said this about this, you’re doing it wrong.

And so everyone’s gonna have their own kind of, you know, way of organization. I use Dropbox. Is, is my sort of, [00:51:00] you know. Software of choice just because it’s, just feel it, it just works for me. And you know, it’s not just a here’s a dumping ground for podcast A, podcast B, podcast C. It starts there, right?

Here’s my, here’s my client brand, right? But every single, like, here’s a folder for all of their shows. And then underneath that episode numbers, right? And so all of those, and then within those episodes, it’s all of the assets, right? And so you’re gonna have the full length, you’re gonna have the transcript, you’re gonna have the cover art, you’re gonna have the podcast cover art, you’re gonna have the clips.

And then as you, as you post those things, you’re denoting where they’re going, right? So when Victor Antonio puts Hi, puts one of the clips that I made for him on his Instagram, it’s marked and we can see that it was done so that I don’t go, did I send him a piece of content that he never used? Right.

Or, or, and so I, you know, I’m constantly going back and if you’re creating evergreen content and you find out somebody didn’t [00:52:00] use a content that you gave them a, a year ago, it’s still good. Right? You still, you still put it out, right? Two years ago, three years ago, if, if you made it the right way, you made it in, you know, clearly understood.

Right? You didn’t look like you’re witness protection. But you said something that is great, that still resonates, that wasn’t about chat GPT 2.0. Right. You know, because that’s dated. It’s going to be okay to be able to use it. And so that’s really what it is. It’s organizing all of your content, taking that, you know, organizational structure.

And then I used it here. I used it here, I used it here, I used it here. And then you can, you know, fill in the cracks. Okay, this didn’t, this didn’t get used, this did get used. Here’s how it did. So you have a, you have a way of doing it. There’s no, oh, let me try to figure out, let me take two hours to try to figure out how that one pin that I put up on Pinterest did from 2023.

Like, it’s not you, you, like, it should not take you longer than [00:53:00] 10 minutes. So having that organizational structure on the front end is critical.

Jeff Sieh: so I’m gonna get real nerdy. And so Dropbox use that, love it for file sharing and everything. What we have done, and it has been a lifesaver because I was, I was a little disorganized when I first started the company, and as I, you know, matured, I started getting things organized.

And one of the things I’ve used now is notion, and I love notion because it looks really crazy when you open it up, but if you get it set up right. Then it just works. And I can look at notion and say, okay, I’m editing this podcast, this one is to Abby, this one’s to Shannon to do sound design with. This is where it’s been posted.

This is the repurposing thing. And so I have to, when you start having a bunch of clients, and Chris, you know this because you do all the different things with all these different places, is you need to know where everything is at, on what stage and what has been used, or you’re not gonna be in business very long.

And so for me, notion has been the way to really track that and look at everything all at once and kind of manage everything. So, uh, there’s some great templates out there. If you guys want anything, any ideas, just shoot me [00:54:00] an email and I’ll, I’ll send you what, what I’ve been using, the templates that I have, uh, have purchased.

So anyway, and Gary goes, yeah, this, the struggle is real. Yes, it’s very true.

Chris Stone: It, it also, it, it also creates more business for you to be able to upsell your, your client base, right? So, you know, there are lots of times where you, you’re like, we’re creating all of this podcast content and I’m creating all this, you know, content to be posted on social media, and that’s all well and good, but can we create a book with this content?

Can I can, can we create something that you could use as a guide in your stores for this, that, or the other by utilizing this content that we have, like get creative. If you had a easy access to all of the content you ever spoke, you ever put out, what would you do with it? It’s getting there, folks, like I am creating apps in, I don’t know if you guys have ever used Rept.

So it’s, these are, these are client repositories for every single piece of their content. So I can jump in there and go pull me all the quotes that somebody talked about fear on deal [00:55:00] casters, and it will pull every single quote where the word fear was mentioned, the timestamp of the podcast episode. And you know, and so now all of a sudden, I, I this content that you forgot about, ’cause you recorded four years ago, you’ve got all of these quotes and you’re, you’re taking that content and you’re driving people back to this evergreen content as well.

So having that structure around it, don’t think about this stuff just being done. And if you’re somebody that does this for other people or yourself, You’re creating something valuable as well that you can upsell to other people, whether it’s a, you know, it’s a book, it’s, it’s, it’s a lead magnet. It’s, it’s all of these things that people are like, this is really a course. Like all of these things you can do by utilizing content you’ve already created.

You just gotta pull it off the shelf. You gotta be able to find it. So organize yourself on the front end or organize it now, uh, so that you can do things like use AI agents to create applications for you that will design these things for you.

Jeff Sieh: I think that’s awesome. The [00:56:00] other thing is, and you mentioned it, Chris, is uh, if you will know the content better than your client and being, having this repository, it’s just another upsell because they, they forget what they have and you can say, oh no, you’ve said this, this, and this. You’ve got all this stuff.

We could make you an ebook out of it. Oh my gosh. You are so much more valuable to that client because they have totally forgot about what they said. ’cause they’re relying on you for everything. So having that I think is super, super important. Very good.

Chris Stone: You’re like, you’re like the client’s wife that remembers everything, right?

Jeff Sieh: Right. That’s great. That’s a

Chris Stone: You remember Jeff when in, in

Jeff Sieh: Yeah. You said this.

Chris Stone: you said this, you’re like, whoa, I did. Oh, yeah.

Jeff Sieh: well, I get in trouble for things. She dreams like, I dreamt that you did this. And I’m like,

Chris Stone: Oh, I get that too.

Jeff Sieh: anyway, we are at time folks. This has been amazing. Uh, Gary made a great point, uh, make sure you guys go look, it’s in the YouTube comments, but he talks about, the importance of backups, like using NA and drives and like I totally agree, Gary.

Using drives [00:57:00] and, and backing up stuff is so important. So many people forget about that, but. Something that we will have back is Chris Stone because he’s amazing. Uh, Chris, I wanna have a little bit of time for you to talk about what you’ve got going on. We are gonna bring up your amazing, call to action that you put on the screen for people to download your stuff.

So it’s at casta ahead.net/cnl. but you have the floor, my friend.

Chris Stone: Yeah. I’m at casta ahead.net. I work with motivated entrepreneurs to create a show because a lot of people, they don’t wanna learn how all the stuff works, how to find all this stuff, how to repurpose all this stuff, and we do it for them. And if you like to do that yourself, uh, my site has all kinds of great stuff for you, uh, as well that helps you as a solopreneur.

Uh, in addition to that, if you go to cast ahead.net/cnl, I’ve got my entire tech stack, which includes the software that I use every day for myself and for my clients, as well as the hardware. So the microphones, the, the cameras, the teleprompters, all of that kind of stuff, the stuff that I [00:58:00] recommend every day on our show, deal casters with my good buddy, Jim Fs, who’s in the chat and joining us as well.

And then of course, the, the whole, game plan that I talked about, the six secrets and what I do for other people is. Hero clips, creating your micro clips and the, the mindset of, of how to put all that stuff together on the front end, because it’s not just about the audience that’s here live right here, right this second. This is about your future audience as well.

Jeff Sieh: That is awesome. Connor Brown. Where can people find the amazing unsinkable Connor Brown?

Conor Brown: Unsinkable, Connor Brown vacation kingdoms.com. At Vacation Kingdoms across the interwebs. It’s not too late to plan a vacation this summer. And of course at theme park, happy hour when, as Jeff likes to say, you can watch me get drunk at Disney, even though that’s not

Chris Stone: Yes.

Conor Brown:

Jeff Sieh: I don’t know about that. Um, anyway, so seriously, but Connor’s great. Uh, I’m gonna do some cruises next year. They announced some new cruises, and so I’m having [00:59:00] Connor gonna plan those, so make sure you check him out. Vacations kingdoms. I would love for you guys to sign up for my newsletter, jeffy.com/news.

We talk about great things over there. I have a great community. And we also let you know what guests we have coming out on the show. So jeff c.com/news, and always our amazing sponsors. Ecamm M You can find out more about them at Ecamm dot com slash jeff. You can, save 15% by using code Jeff 15. On your first purchase.

And with that, thank you Gary. Thank you Terry. Brock, uh, KA, Catherine, uh, everybody who watched the show and, and had the amazing comments. We appreciate you. We’d be able to do the show without you. And with that, we’ll see you guys next time. Bye everybody.