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Hey, before we get started today, I want to tell you about a special masterclass we re hosting on December 13th called Winning the Buyer s Brain.
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Brian Gray will be joining Brian and I, and you can learn more about the masterclass at winningthebuyersbrain.com.
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We ve not done a live cast for a long time, and we thought this would be a really good topic.
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How do you position yourself in a way that compels emotional interest from the buyer?
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We want emotional interest because we know that s how decisions are made, not just intellectual interest.
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Our expert, Brian Gray, has studied neuroscience and will be sharing some simple ways you can use his approach to get attention.
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After all, attention is the number one currency today.
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Go to winningthebuyersbrain.com and enroll.
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In this episode of the Advanced Selling Podcast, I share my experience trying to find a cold drink in an airport.
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For you fans of the TV show, The Office, I pull inspiration from my favorite episode.
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And we do episode two of our Start Your Own Podcast series and give you the list of everything you need to start your very own show.
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Welcome everybody to the Advanced Selling Podcast, the longest running sales training podcast in podcasting history.
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My name is Brian Neal.
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My name is Bill Kasky.
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We are here every Monday morning for your listening enjoyment.
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We re glad that you re here.
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Hope the year is winding up on an uptick for you and you re looking forward to heading into 2019 as we head into the winter months.
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I m not looking forward to this.
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No, not at all.
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It s time to move.
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Hey, if you have not done so, you re planning your 2019 sales retreat.
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We re getting blown up.
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with some of you asking for us to come see you, which we just love.
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So if you re not in the mix, get in the mix.
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Send us an email.
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If you re having a sales retreat, a sales meeting, a national sales meeting, send us an email.
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Put in the subject line, come see us, and we ll reach out to you and get the ball rolling and talk to you about how to make that happen.
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And we did have someone clever, I mentioned this in the last podcast, that said, we ll come see you.
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So if you have a roving sales team across the country and you can have your sales meeting anywhere, we d love for you to come to our hometown of Indianapolis and show that off a little bit.
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So either way, you ll come see us, or we ll come see you.
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But we d love to do that.
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Bill and I will go out together.
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Sometimes we ll go out separately.
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We can even record a podcast just for fun with your people there.
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I have a quick shout out.
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Robert, Brandon, and Paul.
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OK.
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Is it like the?
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The Beatles?
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It is, except for the Brandon part.
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The millennial Beatles.
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Yeah.
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No, they called the other day.
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Robert did.
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He s the sales leader.
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And Brandon and Paul are podcast listeners.
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Oh, good.
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And I think it s Paul.
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I know it was Brandon.
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I hope I have that right.
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If I didn t, I m sorry.
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You have to correct me.
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But they re podcast listeners.
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And Robert was talking about maybe doing some kind of training.
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And so they gave him our name.
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And I called Robert.
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And they happened to be in the office.
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And so I got to meet them and talk to them.
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Oh, that s good.
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Fantastic.
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It s fun to meet listeners in that mode, isn t it?
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It s really, really enjoyable.
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So let s see.
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We did a second of a two-part series.
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By the way, can I just have one little travel myth thing?
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You ve been to the airport before?
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Tell me more about this airport.
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Well, it s for some reason in airports, they have these kind of open air refrigerators where all the drinks are.
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So the drinks are there.
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There s no cover on it, but it s chilled that there s chill.
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Oh, yeah, yeah, yeah.
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And how I don t know if anyone ever travels and please say so if you do this.
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Those things are always room temperature.
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Why is it?
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So why do they even have them in the refrigerator?
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I just don t understand the point.
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And if you sell those refrigerators, what is your unique positioning statement?
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Hey, we help keep the Cokes that you sell room temperature.
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I m like, I just don t understand it.
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And everyone does the same thing.
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They feel every bottle.
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You reach back, oh, maybe they just put these in.
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I ll keep going all the way to the back.
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Then you knock them all down.
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Then you get more upset.
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You re like, damn it, where s the cold one?
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You know what I mean?
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That s so true.
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I do that every time I get so angry, and I still buy it.
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I drink this lukewarm Coke Zero.
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But it s the look.
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It s the lighting.
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It s the fixture.
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I mean, think if they just had them out in the open on a shelf.
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But that s what it is.
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I might as well just ride off the little car that the guy drives around.
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I m like, I ll just take that one.
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It s probably colder anyway.
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I m sure some of you who travel know my woes there.
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And then I guarantee every one of you listening has felt, has done that.
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They feel the vacuum going to the back.
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And anyway, second of a two-part series on starting your own podcast.
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Last time, we talked about the whys.
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the resistance and the things that today is a technical podcast.
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We re going to tell you exactly what to buy, exactly.
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Yeah, we actually are.
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We re going to give you a shopping list, tell you what you need to start your own podcast.
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It is a little more economical than a lot of people think it is, a little easier than people think it is.
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You don t need what you might think you do.
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And we re going to remove all the excuses.
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After this podcast, you will have no more excuse to not start your own show.
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Let s do it a lot of times.
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I think we are from people say, you know, I just want to do my own podcast I want to do my own and we always say One-headed podcast people podcast with just one person at the mic is really hard to do isn t it?
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I mean you and I have have the
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kind of the gift of collegiality and rapport, and we ve known each other for a while, and we don t step on each other.
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But that s hard to find somebody.
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But I think it s important you at least look, because a one-headed podcast is hard to keep up.
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I would absolutely agree.
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You need to do a two-headed show.
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You need to find someone in your office.
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Here s the trick.
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It does not have to be another salesperson.
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No.
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The podcast that my clients do, I know we ve got one salesperson, in most cases, and one either marketing or one production person.
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The trick is you have to have a unique personality as an individual, those two individuals, and then a personality that s together.
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And if you listen to the show long enough, you know Bill and I have unique personalities separately, and we have a show personality that s together.
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And you will just find the person.
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And what s interesting is when you say it that way, people know who to pick.
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Yeah.
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Like, you know what?
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Oh, it s Tom over in whatever.
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Yeah.
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It can be anybody.
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could be a subject matter expert, could be a technical person, could be a manager.
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But pick, yeah, that s a really good idea.
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I think the only time, or the one time that a one-headed podcast can work is if you re always interviewing somebody.
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If there s always a guest, if you re always out and about, maybe you take your microphone set up to a client and you interview a client and talk about what they go through and some of the issues that they have, then I think you can get away with one-headed.
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It s going to be hard if you try to do a 20-minute podcast just on your own, unless you re going to overproduce it with clips and audio clips and things like that, and then you get into it a little bit more.
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But you can try it, but we would suggest you find another person.
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Find a friend.
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Find a buddy.
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Find a friend.
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Podcast friend.
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Want to do the list now?
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Yeah, let s do it.
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So my favorite office, the movie or the show, The Office, you know the show, The Office, the American version.
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My favorite episode of The Office, which my kids now binge watch, by the way, which I m so proud that my kids binge watch The Office, is called Business School.
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And it s where Michael goes back to give a speech at a business school.
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It s hilarious.
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I cry every time I watch it.
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And one of the things he does is he gives a list of things you need to do if you re going to start a business.
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And so we re going to give you a list of things to do if you need to start a podcast.
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You know what the first thing he said was?
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What?
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If you re going to start a business from scratch, first thing you need, you need a building.
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You ve got to buy a building.
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It s his very first things.
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You need a building.
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It s great.
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You don t need a building to start a podcast.
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No, you don t.
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No.
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But what do you need, Bill, to start a podcast?
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I would say the first thing you d need, in terms of gear, this is past the idea, I think you need a good microphone.
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And it used to be that you could get by with a cheap $20 microphone that was sitting six feet from you.
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I don t think that s the case anymore.
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I think you have to have a good quality mic.
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Now, it doesn t need to cost you an arm and a leg.
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You can get it for $100.
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But you need a microphone that is
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has good quality because the standards are higher than they used to be.
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Yes.
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By the way, we ll give you two places to buy your equipment.
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And we have no affiliation with these two places whatsoever.
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One you ve heard of, one you might not have.
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One is Amazon.
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They re a startup company based in Seattle.
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So it s one I haven t heard of, yeah.
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Amazon.com.
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And you can buy everything we re going to talk about there.
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Or there s a company called Sweetwater Sound.
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Sweetwater Sound in Fort Wayne, Indiana.
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That s the world s biggest distributor of professional music equipment, Sweetwater.
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And they are phenomenal with customer experience.
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Very, very good.
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Very, very good.
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They ll walk you through things.
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They ll take you through.
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They re very personal, high touch.
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Sweetwater Sound is a great place to buy all this stuff.
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So those are two places to get it.
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So microphone wise, what do we pay for a microphone?
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Oh, these are a little, they re $200 or $300 for these.
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But if you re starting out, I would just get a Audio-Technica.
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Audio-Technica makes a really nice line of products that are USB mics.
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And if you have two-headed, you re going to need two and you re gonna need some way to connect those together.
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But just go on Amazon or Sweetwater and look at reviews.
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And look at podcast reviews and they ll be able to tell you.
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Find one that has over four stars and that ll be fine.
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But don t break the bank.
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60, 80, 100 bucks max.
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And we re on Rhodes, R-O-D-E, are the mics that we use if you want to go really high end up front.
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Okay, what do we need next?
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We need a recording device.
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And here, we like these little inputs.
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This thing is called a Zoom, Z-O-O-M, built
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How much does a zoom run someone that we ve got here?
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350 is what the one that we have but there s all isn t there and also a zoom that s below the h4 It s a couple hundred dollars.
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So this is the h6 and the h4 is a couple hundred dollars They re both really good.
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You can they ve got four inputs you can plug in but you need something to record now you could go right into your computer and
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But if you go into your computer, then you re stuck with only one input.
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So if you have a two-headed podcast, you re going to need some kind of device that not only records the input, but also splits it.
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Yep.
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And then you ll have a little memory card that goes in the side there.
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And these are really great digital recorders.
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You just push the red button for record, and you push the red button to stop, and then you can put it into your editing software later on.
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So you need a digital recording device.
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We use Zoom.
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We d highly recommend the Zoom Z-O-O-M.
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All right.
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What else do we need?
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I think one other thing you need and you can you don t need a separate device for this but just need headphones you do some type of Device that helps you hear the other person.
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It helps you hear yourself.
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I know you say well, I don t want to hear myself We as Brian said the last podcast episode some people don t want to hear what they sound like but you ll get used to it You just need headphones so that you can monitor what s going on over the air.
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I
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You can plug those directly into the zoom so you re not gonna need a special device like we have but you could it s just I Just think you need headphones.
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Yep need headphones and you can get a little headphone mixer if you want You don t have to do that, but you can record my but you need headphones.
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Okay, I ve got something.
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What do you got?
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We need a Travis
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You need a Travis.
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Yes, you need a Travis.
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So what is a Travis?
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Travis is a hipster millennial.
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No, I m kidding.
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Travis is a person.
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He s not.
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He s a great guy.
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No, we love Travis.
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He s a millennial.
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He s not a hipster.
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You do need someone that has some level of editing ability.
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Now, where do you find a Travis?
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I ve joked in the past that you can find these people in any high school.
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They usually have braces on, maybe a little bit of acne.
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You pay them in Doritos and Mountain Dew.
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A lot of kids know how to do this stuff.
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Another place to find Travis is on Fiverr.
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F-I-V-E-R-R.
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Is that right?
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F-I-V-E-R-R.
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And if you just punch in there, podcast editing or something like that.
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People can do this stuff remotely because you re doing it digitally.
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You can actually send them the file, load it up to Dropbox, and they can edit it for you.
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You need someone to help you do that.
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Now, if you re a tech geek or a radio dude or you ve been in a band or whatever, you can do it yourself.
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Knock yourself out.
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You can do it.
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Some people will edit in GarageBand.
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What do we edit in, Travis?
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We added in a program called Audition.
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Audition, like you re going to go try out for a play.
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So that s something to look at.
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But it s nice to have someone to give it to who just has a different ear.
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Yeah.
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I think that s a good idea, Brian.
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I think you have to find somebody.
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You can find them on Fiverr.
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They ll probably charge you.
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It s probably an hour s worth of work for a 15-minute podcast.
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If you don t have, like we put in interviews sometimes.
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We ll put in music.
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We ll put in ads.
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So it s a little bit more complex.
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But if you just have a straight 15-minute podcast and you want to have a front roll that goes and a back roll or something in the middle, you re talking an hour or two.
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And on Fiverr, you can get that done for $30, $40.
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Yep.
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You need some bumper music?
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Yeah.
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You can get that for free.
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Bumper music is available for free at?
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I would go to YouTube.
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I think YouTube has a lot of good bumper music now for free in their creator studio.
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You ve got to have a YouTube account, but there s plenty.
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And even if it s not free, you can go to other
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Shockwave Sound, Pond5, and you re going to pay $10.
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But again, you re not going to want to do that every time.
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You re going to want to have one for your core music.
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And probably some kind of an announcer, a bumper announcer that comes in and says, hey, this is the Brian Neal podcast.
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Today, here s your host, Bill Kasky.
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You can also find that on Fiverr.
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Yeah, for sure.
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Announcers, yeah.
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So then you need to host it.
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You need to put it up somewhere.
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And we use Libsyn, L-I-B-Y-S-N.
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Libsyn is a great early stage podcast host.
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Comes with an app.
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Really great group to work with there.
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So you can Google Libsyn, L-I-B-S-Y-N, and follow their program.
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They ll tell you exactly what to do.
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And they ve also got resources there for you to help you with editing and posting and things like that.
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And you ll pay about $5 to $10 a month to host your podcast, until which time you have hundreds up there, and you might pay a little bit more.
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But I think Libsyn s, I mean, it s the only game in town, really.
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There s other people that do it, but Libsyn s the big gorilla.
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They re the best.
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And they ll disseminate it out to the podcast, to all the podcast apps, and the Apple, and all that jazz.
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Yeah, 85% of your listeners will come through iTunes.
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Yes.
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And Libsyn handles all that handoff.
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You just upload your content, and then it ll take care of the Apple iTunes part.
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You might need some help setting that up.
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We re not going to get into that.
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There s plenty of YouTube videos on how to set up an iTunes account.
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That s pretty easy to do.
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We re not going to get into that, because there is a visual component.
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So I would recommend you go to YouTube and just look up that topic.
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Another thing that you re going to need is some kind of album art.
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And because when people go to look at your podcast, they re going to look at and you ve seen album art, you know exactly what that is.
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I would have somebody professionally do that.
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And you might spend a few hundred dollars, a couple hundred dollars on it, no more than that.
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But
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But you need something that looks decent.
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Because again, you re going to be up against lots of different podcasts.
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Anybody has spent a lot of money on Albemarle.
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So if yours looks too amateurish, people aren t going to listen.
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For sure.
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Very, very important.
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I would definitely get that.
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And you can find that at Fiverr, Upwork.
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Or if you have an in-house designer on your team or somebody that you know, it wouldn t take them that long to put together a nice Albemarle.
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SPEAKER_00
No, it s great.
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So anyway, I hope that helps.
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SPEAKER_00
If you have any interest in that, and if you want to post your comment in the LinkedIn group, we would be happy to, either Brian or I or Travis, who probably has more knowledge than either one of us combined on stuff like this, he would be happy to share any ideas.
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SPEAKER_00
And if you want to hear more about this, that s fine.
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SPEAKER_00
Let us know that too.
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SPEAKER_00
But we wanted to round this out since we did last week s episode on
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SPEAKER_00
kind of the business side, we wanted to at least give you a little clue on gear.
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SPEAKER_00
And that ll help you and at least get you started.
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SPEAKER_00
And do it, man.
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SPEAKER_00
If you have any interest at all in audio and in content and in helping your customers become more valuable to them, this is a really good, it s a really good idea to start.
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SPEAKER_00
And don t wait, don t wait, don t wait five years.
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SPEAKER_00
Do it now.
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SPEAKER_01
No, and I will also tell you that if you start your own podcast, send us an episode that we can listen to so we know what we re talking about, we will promote it.
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SPEAKER_01
We ll tell you like, hey, here s some examples of our clients.
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SPEAKER_01
and listeners that have started podcasts who are salespeople.
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SPEAKER_01
Absolutely.
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SPEAKER_00
All right.
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SPEAKER_00
See you next time.
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SPEAKER_00
Bye.