unsuitable on Rea Radio Podcast

unsuitable on Rea Radio (transcribed by Sonix)

Brett Johnson: Before we get into the weeds of business, I wanna talk to you about any, or a nonprofit that you give time, talent, or treasure to.

Dave Cain: We actually have a very large not-for-profit practice in our Dublin office. By that, it’s consulting; it’s auditing; its tax work; it’s serving on boards; it’s consulting. We understand that industry very, very well. In fact, we look for opportunities for our people to participate in not-for-profits.

Brett Johnson: Okay, good.

Dave Cain: The not-for-profit industry means a lot of things for us, like associations. Those are not-for-profit, which sometimes, people don’t think of those as not-for-profit, but they are. Then, basically, your 501(c)(3)s. We try to give back in the form of time; sometimes services. Although lately, it’s been a little bit difficult to do in-kind services, especially if it’s some tax, or auditing services, or just some more ethical things surrounding that than maybe before; especially if you’re auditing somebody’s financial statements. It’s a bit of a challenge to give back some in-kind stuff there, but we find other ways.

Dave Cain: I’d say, out of our … We have 12 offices, and the majority of our auditing practice is here in the Dublin market, or Columbus market. A lot of that is inside 270, so, it’s inside the city. A lotta arts, and a lotta associations. To give you an idea, Farm Bureau is one of our clients. Let me see if I’m pointing right. Where’s the shadow box?

Brett Johnson: Oh, probably back behind you. Yeah, it’s behind you [cross talk]

Dave Cain: -there we go. They’re a client of ours. Gotta give you … There’s different levels in between.

Brett Johnson: And so on your website, where could they, a nonprofit, or a not-for-profit, find that information?

Dave Cain: They can just go on, and there’s a Services box drop-down. It should be easily find-able, if you can navigate websites. We’ve tried to make it as user-friendly as possible. We just actually redid a lot of things in the last year to make it easier for you to go in, and search, because if you spend … You know, from being in the business, you go there, you can’t find it, you’re outta there.

Brett Johnson: Doesn’t take a lot of time for you to just drop off. Yeah, exactly.

Dave Cain: Do you happen to know Brad Circone? He has helped us with our branding, and actually is producing our podcast, and our website. That was kinda the glue that helped us put everything together – somebody that had that background. He’s the one that comes in; brings the mics in, produces, and edits … We’re pretty committed to … We’re releasing once a week.

Brett Johnson: That’s good. It helps to have that person directing, and-

Dave Cain: It needs professionally done-

Brett Johnson: I put it in quote marks, because directing can mean a lot of different things, but it’s keeping you to task. Saying that, “We’re going to be in the room here doing this, next Tuesday. Be prepared for four of them.” You walk in, it’s gonna be ready for you.

Dave Cain: I think that’s in your notes, and that’s one piece of advice I certainly would give someone is you have to have it professionally done. This is not something you do it yourself. You probably could, but if you’re not trained in it, it’s just …

Brett Johnson: I don’t think you’re gonna be happy with the end result.

Dave Cain: You’re not, and it would be inconsistent, because then you would say [cross talk]

Brett Johnson: It ultimately will be.

Dave Cain: -something else would get in the way, then, “Oh, we’re not recording the podcast.” It’s on our calendar, and it’s the second Tuesday, or second Thursday of every month, and if you miss it, we will break your leg.

Brett Johnson: Let’s talk about your background. Obviously, you mentioned earlier to me, whether I’ve recorded it, or not, you’re not a broadcaster.

Dave Cain: I am not.

Brett Johnson: Let’s talk about your adventure to this point; how you started with your career moves, and now you’re a podcaster.


Dave Cain: Yeah, how ’bout that? I started with Rea & Associates just about 40 years ago, and my specialty, if you will, is I work with emerging businesses, both on tax consulting, planning, and things of that nature. I really enjoy that aspect of it.

Dave Cain: It just so happened the podcast spot came open after about 50 episodes, and they asked me if I wanted to do it. Went for a try-out, if you will. I won. Of course, I was in pretty good shape doing that. What helps me with being the host of the podcast, which you can, again, relate to it … It’s not the easiest thing in the world to be the host. You gotta figure out the right questions; you gotta study.

Dave Cain: One of the things that helped me is virtually all of the topics that we cover, at least if it’s tax, and consulting, and business, I know a little bit about each of those topics. Sometimes, I gotta do a little bit of studying, but for the most part, I’ve either touched it, felt it, read it, talked to somebody who had a client in that industry. That’s what makes it work for me, as far as being able to ask the questions, and the right questions. Now, we’ve discovered, a little bit by design, there’s some things that we don’t touch. Obviously, the political side of things has been a little bit challenging the last year, especially with the new tax act.

Brett Johnson: I was gonna say, it kind of meshes together. You have to touch a little bit upon it-

Dave Cain: It does, it does-.

Brett Johnson: -but you don’t necessarily have to make a comment on it. Just this is the way it is now, because of …

Dave Cain: We’ll see where our guest wants to go.

Brett Johnson: Right, right. .

Dave Cain: I’ll typically talk about the new tax law, and winners and losers under that, and what do they think about that; if they could change the tax law, had one day to change the tax law, what would they do? We can take ’em up to the edge without making it too political. That’s by design, because you never know, with your listeners, where their platform is, so we steer clear of that.

Dave Cain: Some of the things that really work for us are when you talk about topics that are, “Hey, we’re CPA firm …”but we had one. where we talked about opioid addiction, and that was very well-received. That was a very tough one; very, very challenging one. A fun one is when we talk about millennials versus baby boomers. Always, always, always fun.

Brett Johnson: That could be politically charged, as well, too, yeah.

Dave Cain: It is politically charged. You can get some folks going on that-

Brett Johnson: Oh, yeah, you can.

Dave Cain: HR, Human Resource; it’s always very, very popular. Some of the real technical deep-dive stuff is okay, but not as great as some of the non-technical. Certainly, the recent change in the sales tax rules, some of those with the South Dakota v. Wayfair, that’s … We’ve had a lot of broadcasts on that, and that’s been very, very, very popular, also. We try to change our topics, and we study it. Our marketing team does just a phenomenal job of getting me prepared. “Here’s the notes; the cheat sheets.” Our guests come in, and we try to have fun.

Brett Johnson: How did the process begin? I know this is before your time, but how did it begin to talk about having a podcast-.

Dave Cain: Sure.

Brett Johnson: A CPA firm?

Dave Cain: Sure.

Brett Johnson: That really isn’t usually the business category you think about having a podcast.

Dave Cain: I can tell you how it started, and I was a bit on the ground floor … There were the three of us, Mark Van Benschoten, a fellow partner mine, myself, and Brad Circone … We’re just brainstorming, and we were off-site, having a libation, if you will, and it came up that we should do a podcast, or start thinking about a podcast.

Dave Cain: We started challenging that, and said, “You know what? That’s maybe an avenue to go,” because it may help us with our overall theme of what our culture is, and what we want it to be, and what we wanted to project it to be, plus showing off the incredible talent that we have around the firm. We started thinking about that, and how would that mesh with our overall strategy, and our strategic plan? What we what we found is that, boy, it meshes pretty nicely, but, I’ll tell you, it was a hard sell.

Dave Cain: We went to our marketing team, and they said, “You guys … Just how long were you at happy hour? We’re gonna do a podcast?” We said, “Sure,” and we explained it, and they got on board. Then, we went to firm leadership, and they said, “Uh, you guys are gonna do what? You’re gonna spend what? What’s our rate of return on this? What’s going on?” Must’ve did a pretty good job of selling it, and we sold it, and off we go.

Dave Cain: We’ve had leadership on; we’ve had our marketing team on, and they enjoy it. We have fun with it, and that’s the one thing. I would say, going back, is we tried to tie it into what our culture was, and what our strategic plan would be. With that, we wanted to, like I mentioned earlier, we wanted to highlight the incredible talent we had around the firm..

Dave Cain: We’re a firm that has specialists, and we wanted those guys to, and gals, too, just come on, and that would be part of their personal branding. We used that to our advantage, and also tied it into the content marketing that our marketing team was doing at the same time. It’s all tried to tie it together, and that’s what I think would make it work, versus if we just went in, and said, “Hey, we’re having a podcast; we’re just gonna have fun, and see what happens.” We probably wouldn’t have lasted this long. Tying it together to our strategic plan, and the mission, and all that, and never lose sight of that, that really helped solidify where we wanna go with it.

Brett Johnson: How long from first discussion to first episode published did it take?

Dave Cain: I would say, I’m just gonna guess on that, but just the time frame, probably six months, so it didn’t take long. I was actually our first guest, unofficial guest. I was not the first host. We experimented a little bit, and said, “Wow, that sounds pretty good.” Second one, it sounded pretty good. Third one, not so good. Fourth one, not so good. First of all, we were batting 50 percent, and then it started getting a lot better, just as everybody got comfortable with what it is.

Dave Cain: I would say, our message, we try to keep it consistent, meaning we’re gonna release every week, and I think we release on maybe Monday evening, Tuesday morning, somewhere in there. I don’t know what the total schedule is. We have one being released every week, different topic. We haven’t run out of topics. You think you’d run out of topics to talk about, but in the accounting, the tax, the consulting, healthcare, you never run out.

Dave Cain: Then, we also invite our clients in, and do a webcast with them to help them, maybe, as part of their marketing, but, again, we’ll talk them, “Does that fit with what you guys wanna do?” A lot of times, it does. Or they come in, and they have a cause they wanna talk about, and we build in- try to build in the message in there.

Brett Johnson: You are in deep with scheduling, obviously-.

Dave Cain: Really deep.

Brett Johnson: What is the process? How are you doing this? Technically, is it just a Google calendar set-up? How are you nailing these interviews that they know exactly when they need to be there, what’s being covered? This is a weekly interview podcast you’re putting out here [cross talk]

Dave Cain: It is, it is.

Brett Johnson: -a lot of machinations going on in the background to make it work, especially when your batch-recording four, or five at a time.

Dave Cain: Right, right. Our hats off to our marketing team at Rea & Associates. I’m not involved with the scheduling, thank goodness. I’m being scheduled just like everyone else, but, let’s say, Brett, that we wanted to schedule you as … You would get you get a phone call from Abby, from our marketing team, to see if you were interested, and then tell you a little bit about the podcast, and the points that you wanna emphasize – what do you wanna talk about, not what we wanna talk about.

Dave Cain: Then, those are shared, and then you get a Google invite on your calendar, and I get one, and boom, it goes on. Our team knows that it’s every other … Every month, every second Thursday, and you can’t cancel, because when you’re scheduled that tight, and you have one release a week, if you cancel, we’ve got a hole in the schedule.

Dave Cain: We always try to stay one ahead. Some weeks, we’ll do five instead of four, but that is a challenge, if someone schedules … You gotta have something in your back pocket that … Maybe there’s a staff member that you can call in, and just get ’em off guard. You’ve gotta be ready for those things, because it is a little bit disheartening, when someone is scheduled. Of course, we’re paying for production time, so we’re gonna produce. I don’t think we can turn in a bill for that, but …

Brett Johnson: Right.

Dave Cain: The scheduling is a challenge. We don’t do telephone interviews.

Brett Johnson: I was gonna ask about that, in regards to logistics, because they have to travel to your office, but, obviously, if you’re getting the reverse – that people want to be on your podcast – they have no issue of traveling. I still think that is a … Businesses need to get over that. Don’t worry about … Unless, again, it’s somebody from California, or something. Again, your focus is different than [cross talk]

Dave Cain: -we would do it, if the topic was right, and the person, the guest, was awesome; we would do that. We’ve just found better success doing it in person. Even-

Brett Johnson: I think it’s difficult to do an interview that’s not face to face. It’s hard.

Dave Cain: That’s right.

Brett Johnson: There’s an art form to that, especially with video. Even though you think it’ll bridge the gap, it doesn’t do it.

Dave Cain: There’s something missing. We’ve experimented. There’s just something missing with it-.

Brett Johnson: It’s hard.

Dave Cain: It’s okay-

Brett Johnson: Yeah, yeah.

Dave Cain: -but there is something missing – the stuff going around, the outside, and everything. Of course, we get … We use our team, and some of them are extroverts, some are introverts; some love doing it, some are scared out of this world. We try to loosen ’em up a little bit, when they get in there; once they get loose, then, they go-.

Brett Johnson: Biggest compliment you could probably have is they walk out going, “Wow, that was fast. That was easy.”

Dave Cain: Yeah, that’s what they said [cross talk] 20 minutes..

Brett Johnson: That’s the best compliment an interviewer can have.

Dave Cain: We’ve tried to keep it 20 to 25 minutes, dependent on the topic. Then, we try to break it in two. Somebody comes in that’s really uncomfortable, we know that going in. We bring in a little portable bar into the room. “Hey, you wanna have a beer while you’re doing this?” Some yes, some no, but after they’re done, they’re drinking the beer; they wanna stay around for the next podcast. You can’t make ’em leave. “Get outta here! It’s time to …”.

Brett Johnson: “But I have a beer!” [cross talk]

Dave Cain: “Take it with ya …” We do it in a fun way to try to get it going, and trying to keep the topics fresh … By the time we record, and release, there might be three weeks to a month, so we pay close attention to what the calendar is. Right around the election, or right around the time the tax law changed, we were ready to go, right after they released it. Now, our information wasn’t the freshest, because we had been studying it, and we didn’t know the final results, and we had to go back, and work through that. We try to stay ahead of that; keep it topical.

Brett Johnson: How has the podcast been coexisting with the blogs that you do, or newsletters, and such?

Dave Cain: What we do is we try to have those interact. In other words, if you were to go on to our website, and you would look at your bio, for example, in your bio would be any blogs that you’ve written, any podcasts that you have done. They’re tied together. If you would receive an email communication, or email newsletter, or blog from us, there may be a short blurb of what this week’s podcast is all about. We try to make sure that those interact. That’s been very successful for us, and I would say our marketing team has done a great job of doing that.

Brett Johnson: There’re some nuances to those touch points, without being too much in your face, but reminding the recipient that the podcast exists.

Dave Cain: Oh, yeah.

Brett Johnson: That a new episode’s coming up; that this might be one you want to listen to.

Dave Cain: Sure. We will push it out to our clients. Our marketing team will say, “Well, hey, Dave, why don’t you send this podcast out to all your manufacturing clients, or all your professional clients?” There was one that we did, a podcast that we did by the head of our tax team, Chris Axene. He dissected the deduction for meals and entertainment, and the tax impact, and the tax changes, and it was … He was really good. What we did is we sent that out to a lot of our clients, and said, “Here’s what you have to do to deduct those type of expenses.” That one was kinda charged up, so we had fun with that one.

Brett Johnson: Are you using the podcast, then, to focus on new clients; sending them your expertise as an audio format that we know how to do … It’s kind of a [cross talk].

Dave Cain: It’s part of the process, yes. I would say we use it for that; not primarily. It’s-

Brett Johnson: It’s a tool at your disposal, obviously.

Dave Cain: It’s a tool at the disposal. Let’s say we were in a proposal for a manufacturer, we may send them a couple podcasts on manufacturing, or invite them in for a podcast to present their business, or present a topic. For example, manufacturing, we may call you in, and … ‘Call you in’ is not the right … Invite you to come over, have a good time, talk to us maybe about tariffs. We’ve heard a lot in the news about tariffs, especially with the auto industry, now. In the course of our discussion of tariffs, we’ll talk about your business as a manufacturer. You may be invited to come in, and talk about a very sensitive issue to you, or one that has passion, but we’ll try to tie it back to your business.

Brett Johnson: You’ve made, and I’m glad you have, made mention of your schedule, of how demanding it is, but rewarding. How did you decide to do a weekly schedule, or continue to do a weekly publishing schedule?

Dave Cain: First of all, it became a challenge to get people’s schedules coordinated, and you being in the business can appreciate that. We decided we were gonna stick to it, and stay with one day a month, and that was it. The marketing team knew that was gonna be it; our production team knew that was gonna be it. I knew it was gonna be … I tried to sneak out a couple times to play golf, or vacation, and they wouldn’t let me. I had forgotten that it was that day, but they send those calendar invites out, it’s on my calendar for the next year.

Brett Johnson: Sure.

Dave Cain: I would say scheduling would be one of the challenges that’s way up there. You better have a game plan of how you’re gonna do that, because, if not, you get stuck a little bit. That’s one. The second one we talked about earlier is tied into what you’re doing around the company, or the firm, as far as your blogs, or your newsletters, or your marketing. I don’t know that we would have been successful, if we wouldn’t have done that.

Dave Cain: Right. With the guests coming in, are you offering any collateral, I guess you could say, or any anything to help them share those episodes, as well, to their people [cross talk]

Dave Cain: Sure.

Brett Johnson: -how are you doing that?

Dave Cain: They can use that. They can use that at their … However they wanna use it. We’ll ship it out to them. If they wanna edit it a little bit different way, or cut up, we can do that, but we do have a little bit of limitations, because you gotta be a little bit careful with that … Let’s say your business came in, and you said, “Hey, can I get a copy of this podcast? Can I put it on my website?” Absolutely. Absolutely.

Dave Cain: Now, what we do … We also, while we’re doing it, do a YouTube release. That’s a lot tougher. Some days, I don’t even know they’re doing the YouTube channel. I thought, “Oh, boy, I wish we wouldn’t have done that,” but it gives us a chance to wear ugly Christmas sweaters, and to dress up for Halloween, and have some, I guess, some visuals that may make some sense.

Brett Johnson: Sure, incorporate it. Yeah, for sure. Now, the artwork for your podcast is great. Who’s putting that together? The visual presence that you have is top notch.

Dave Cain: Thank you.

Brett Johnson: Who’s putting that together for you? How did you [cross talk]

Dave Cain: -our marketing team is involved-

Brett Johnson: They’re doing a great job.

Dave Cain: -in that, and they spent a lot of time doing that. I spent enough time with that group to know just how hard they worked to get it right. They have won awards, especially when we first started producing … They won awards after awards in our industry, in the CPA industry, for the podcast, because we were one of the first to do it on a consistent basis, taking topics … Now, there’s podcasts that are on training – more of a training issue – but these are just general conversations with Main Street type businesses. We love those kind of stories, so we try to mix it up.

Dave Cain: I’m gonna get into the nitty-gritty here, that businesses need to address this, when they walk into looking at a podcast. It’s not the same as putting together a video that you can slap it up to YouTube. That’s universal. That’s kinda where you have to go. There are a lot of hosting platforms; lots of technical pieces to this that, yes, can be overwhelming, and may stop you from doing it, but, at the same time, can be navigated through. Lots of podcasting platform hosts. Do you remember why you chose Libsyn versus other platforms out there?

Dave Cain: I do not, but I did a little investigation, because I saw your question; I knew you would ask that. I think it was some of the diversity that was offered in the different platforms. Again, I don’t get too involved with that, thank goodness, but, our team … The feedback I get is it is good, so I think that’s the right place to be.

Brett Johnson: Gotcha. I think all platforms have their pros and cons, and it’s … My question to that is not designed to promote one over the other, but I think there are choices that need to be made, when you consider, because some will do better than others for your situation, and there’s not a bad decision, necessarily. You can always move [cross talk]

Dave Cain: You can move.

Brett Johnson: -another one; that’s not a big thing.

Dave Cain: I think we have moved, maybe a couple of times, until we got it right. Researched a few things. That’s one of those things that happens behind the scenes, and, as the host of the podcast, I never see, but I hear ’em talking about that – our marketing team – all the time. It’s like they listen to me talk in tax code; they’re talking in marketing code, so we go back and forth with that.

Brett Johnson: Sure. You mentioned earlier, you have a gentleman coming in, Brad coming in, setting up the equipment, doing all the equipment … What’s your setup? I know we can take a look at video, as well, but, in the office space, how are you putting this all together?

Dave Cain: What we do is we can be versatile; we can be on the move. What we do is we set up a conference room; use a small conference room in our office. It’s not a studio, it’s a small conference room, and it works. It’s not the greatest. Of course, we’d love to build a studio to do all this, but that probably doesn’t make a lot of sense to the bottom line. There are some other things we have to do. It works, and the equipment is top notch; similar to your setup, here. It has to be, or it doesn’t work. Occasionally, it doesn’t work [cross talk]

Brett Johnson: Oh, sure, there’s …

Dave Cain: -we’ve gotta go chase somebody down.

Brett Johnson: Always ghosts in the machine.

Dave Cain: Brad, our producer, he’s an old musician; old rock-and-roller. He understands the microphone … Every now and then, we like to rip it out, and do something different with it, or dress it up a little bit. The equipment is critical. I don’t know that I had a podcast where it didn’t go well, so, I kinda take it for granted about the equipment, but this is not like bringing in your microphone from home. It won’t sound the same.

Brett Johnson: Businesses that are taking a look at this, as well, and maybe thinking, “Hey, we do have an office that’s not used very often, or could be situated as such,” what would you suggest as a room to dedicate to one, size-wise, as well as maybe off the beaten path? Any suggestions?

Dave Cain: Yeah, I would say it doesn’t have to be very large. It has to be comfortable, I think; just like here in your studio, very, very comfortable; that way, your audience is comfortable. I think maybe out of the way, and soundproof is important; maybe out of the way, more than soundproof, because if it’s outta the way, it’s soundproof.

Brett Johnson: By default [cross talk]

Dave Cain: By default. Every now and then, we’ll hear the landscape guys cranking up their mower, or the siren going by, or alarms going off, things like that, or shutting the door. Sometimes, we leave it in there as just kinda natural, but it is distracting, when you’re trying to conduct an interview. I would think out of the way, and we’re careful not to use chairs that squeak, by design.

Brett Johnson: Yep, exactly.

Dave Cain: The equipment is … Professionally done; I would say has to be. That would be, again, as the host, and not behind the scenes. It’s way easier when somebody comes in, and says, “Hey, here it is; here’s your timer; go,” and just go in there. Of course, I can always tell when we make a mistake, because they’re all typing, and doing some editing there.

Brett Johnson: I’ll do the same thing. I’ll mark down the time on the recorder [cross talk] but it’s a nice future reference, and hopefully, it’s not distracting to someone I’m talking to. I’m just making notes [cross talk]

Dave Cain: Oh, yeah, and we have bloopers. We have bloopers, and bloopers are fun. We track bloopers. There are things that have … Sometimes, I just … One time, I just lost my voice; couldn’t talk. You know how when you get that cough, and you just can’t say the next word?

Brett Johnson: Right.

I got up, and had to leave the room … I just gave the speaker the motion to keep on talking. She just kept on talking [cross talk] and she … Somebody else came over, jumped in the seat, and she just kept talking, and that was … I got it all squared away, and got back in there. Yeah, we certainly have bloopers.

Brett Johnson: Brad’s taking care of the editing, and mixing, then, as well?

Dave Cain: Yes. We sometimes we’ll kid, and make mistakes on purpose, but we try not to, because editing, as you know, makes your job a little bit tougher.

Brett Johnson: Editing is fun, but you don’t wanna have to do it.

Dave Cain: You don’t wanna have to do a lot.

Brett Johnson: It’s always nice to do a one-and-done. You add the music, and it’s done. That’s just as satisfying. It is. It is.

Dave Cain: You mispronounce words, and you don’t … Okay, as long as it’s not egregious, it’s okay.

Brett Johnson: Right.

Dave Cain: I know there’re some things we can’t do, as far as music, but man, I’d like to take some really good rock tunes, or classic tunes, and put those in. We gotta make up our own music now. I guess we don’t wanna pay the fees to do that [cross talk]

Brett Johnson: -not worth it.

Dave Cain: Not worth it.

Brett Johnson: If you think you can’t find the money for studio space, then you’re not gonna find money for music [cross talk]

Dave Cain: That’s right. That’s right. We totally respect that, and follow that.

Brett Johnson: You tried out for this position. Why did you wanna host a podcast, even though you were, at the very beginning stages, I understand … You had that … You knew where it was going, but that didn’t necessarily mean you wanted to host it [cross talk]

Dave Cain: No, it didn’t, but I had my eye on it, when it came up. I was semi-recruited, because they wanted a host that had business experience in multiple areas, which, I fit that bill. They wanted somebody that maybe wasn’t afraid to get in front of the mic, and speak, and work at it. I was willing to do all of that, but again, the host … You’ve done enough hosting, you know it’s not the easiest thing. Some comes natural; sometimes, your guest just isn’t knocking it out of the park. If you get a good guest, it’s great.

Brett Johnson: It’s easy.

Dave Cain: When your guest is giving you one-word answers, it’s gonna be a long 20 minutes, but yeah, I-

Brett Johnson: Then your skills come into play, going, “Why am I asking them yes or no questions? Stop that …”

Dave Cain: That’s right.

Brett Johnson: “… because they’re taking advantage of it.”

Dave Cain: Yes. Yeah, and they take away … I have a little cheat sheet in front of me. It’s a piece of colored construction paper, and it reminds me to ask what, why, how to get those answers. Then, they’ll take it away. We also try to … This is kinda interesting; we try to do it without notes, sometimes. I’ll have some notes that I have to … Because there are points that I don’t wanna forget, but, as far as the guest, we try to encourage them not to bring notes, because they’ve already given us their talking points. The notes are a distraction, because sometimes, somebody’s looking at the notes. We want it to be just conversation, like we’re sitting at a desk, or office. As long as you can get the microphones out of your mind, that they’re just there, and you have a conversation, it goes pretty easily.

Brett Johnson: Future plans for the podcast?

Dave Cain: We’re gonna change it … We’re gonna change it [cross talk]

Brett Johnson: I think that’s good, because it does bring freshness-

Dave Cain: It does.

Brett Johnson: -for the listeners, as long as it’s not a tremendous amount of change, but for the host, how many times can you do that, other than, of course, all the interviews are fresh, of course-

Dave Cain: Sure.

Brett Johnson: -but it is kind of fun to change it up a little bit.

Dave Cain: We wanna change it up. We wanna change it up, and we’re looking at time of the podcast. We try to stick to 20 minutes, maybe 23 minutes. Some will go a half hour, only if the guest is just hitting on all cylinders, and we can’t get out of the conversation. We think that’s maybe a little long for some of the topics, so, we may take a topic, and divide it into two podcasts; instead of maybe 30 minutes, we divide it into two separate recording sessions – do two 20 – and can dig into it a little bit deeper.

Dave Cain: We try also to keep the topic very narrow. If you and I are talking about the new tax law, that’s a pretty in-depth conversation; we won’t cover anything. If we wanna talk about this deduction, or that, we can have a good conversation in a period of time. Change, you’re gonna have to change it, and we will, and we’re looking at some ways to do that.

Brett Johnson: Do you think your podcast is a template, a good template, for CPA firms?

Dave Cain: I believe it is. To me, the equation, if you will, is our marketing team is phenomenal, and they’re the ones that make it happen. They’re directing traffic, and they’re teaching us how to tie everything together with the content that they have. Even though we look at the topics, we try to keep it into our content marketing scheme, and our strategic plan. We gotta stay focused on that, because when we take a detour on that, it doesn’t work as well. That’s very, very critical for, I think, a podcast is somebody outside of the host – the guys behind the scenes, the gals behind the scenes – make it … They’re the ones that make it happen. They make my job pretty easy, some days. Some days, they make it really hard.

Brett Johnson: Just to make Dave’s day.

Dave Cain: Yeah. When they write the intros, and we change that … We try not to read stuff, but you gotta read things. Reading is way more difficult, certainly for me, but it’s just I gotta practice it … It’s just you can tell when somebody’s reading, and we try to stay away from that. We’re gotta do a few things, but freelance is better, because that’s what … When you and I have a conversation, we’re freelancing the conversation; we’re not looking at notes, or a phone, or a laptop, things like that.

Brett Johnson: Correct. What advice would you give any business of any category, if they’re interested in starting a podcast? How do they begin?

Dave Cain: I would recommend a couple things. One is I think you have to be very consistent with your processes, and your messages. It’s not one of these things you can produce a podcast for three months, take a break, and then get back after it. I think you have to give it a fair amount of time to take its course, see where it goes.

Dave Cain: For me, again, this is as a CPA, and as an owner in the firm, I need the rate of return. I need some kinda feel-good that it’s working, whether it’s my buddies call me, or I go to their house, and they got the podcast playing on the loudspeaker, or something like that; I get an email [inaudible] about it. That way, I know it’s working … Or a competitor talks about it, but you have to do that.

Dave Cain: I would say consistency, and be prepared that, in the beginning, it’s probably not gonna go the way you wanna go. We also talked about scheduling. Stay way ahead of the schedule, and be prepared that that schedule may change. Those are the things that have helped us out tremendously.

Brett Johnson: What key people should be involved?

Brett Johnson: Certainly, the marketing team’ they’re number one. I’m not a marketing person, never have been, and they’ve helped me design how we wanna do that. They can control the strategy for the content … Definitely, your marketing team. Then, as far as producers … [Everybody] needs it professionally produced, I’m convinced. I don’t know how we could … We have microphones; we have the ability to do it, but we decided we don’t wanna do it. It’s not the same. We need that professional taking a look at how we’re doing it, and tying it together, and they can bring the equipment. Our equipment is for having a … Listening to a webcast, not producing a podcast.

Brett Johnson: Unsuitable on Rea Radio, where can our listeners find it?

Dave Cain: They can find it almost anywhere that podcasts are available. I hear our team say they listen to it on iHeartRadio. They listen to it on iTunes; they can go on to our website, at ReaCPA.com; find it there. If we have an email, if we’ve emailed you, there may be a link in there to that webcast. That are the places it can be found. It can be found pretty easily, if you’re into podcasting.

Dave Cain: What we found: the podcast community is alive and well, and they love it. They just- they love it. Same listeners. They’ll call us back, and say, “Hoo, boy, you blew that one,” or, “You tackled that issue,” or, “You didn’t go far enough with the political debate.” There’s some things there.

Brett Johnson: That’s a big, “Thank you. You’re right. We didn’t …”.

Dave Cain: “We didn’t. Did you want us to?”.

Brett Johnson: Yes, yes, thank you …

Dave Cain: We get the feel for that.

Brett Johnson: Right.

Dave Cain: Mistakes are gonna happen, and sometimes, the mistakes are fun to work with.

Brett Johnson: Yeah, sure, exactly.

Dave Cain: You should get good people involved with it that know what they’re doing. I would say it’s been a lot of fun, as the host, but it is a lot of work. At the end of the day, when I’m done, especially if we did five podcasts, I’m ready … I’m ready for nap.

Brett Johnson: I can believe that …

Dave Cain: I’m ready for a nap, but it is a lot of fun, because you get to talk about stuff – business stuff, and some stuff that’s not business stuff – and try to mesh it together. That’s what made it work for us, because that’s the culture of our firm.

Brett Johnson: Thanks for being a guest. I really appreciate it.

Dave Cain: Sure. A lotta fun.

Sonix is the best online audio transcription software in 2019.

The above audio transcript of “unsuitable on Rea Radio” was transcribed by the best audio transcription service called Sonix. If you have to convert audio to text in 2019, then you should try Sonix. Transcribing audio files is painful. Sonix makes it fast, easy, and affordable. I love using Sonix to transcribe my audio files.

Thanks to Dave Cain, CPA, Executive Principal at Rea & Associates, and host of unsuitable on Rea Radio, for being my guest on this episode of Note To Future Me.

Recorded in Studio C at the 511 Studios, located in the Brewery District in downtown Columbus, OH!

Brett Johnson is the owner and lead consultant at Circle270Media Podcast Consultants. The podcast consultants at Circle270Media have over 30+ years of experience in Marketing, Content Creation, Audio Production/Recording, and Broadcasting. We strategically bring these worlds together with Podcasting.

You can email Brett at podcasts@circle270media.com to talk more about your new or established business podcast. www.circle270media.com

BBB SparkCast

BBB Sparkcast (transcribed by Sonix)

Download the “BBB Sparkcast” audio file directly from here. It was automatically transcribed by Sonix.ai below:

Brett Johnson: Before we get into the business piece of this podcast, I think it’s nice to counter it with nonprofit. Tell me about your favorite nonprofit that you give talent/time/treasure to.

Jessica Kapcar: My favorite, I would have to say, and I think it’s probably a big one for a lot of people, but I have a very soft place in my heart for Children’s Hospital. I actually, in a previous lifetime, worked for Children’s Hospital doing fundraising, so I have a lot of experience kind of just knowing, on the back end, what it takes to give the care to the children that they need. Went through a personal situation, where my child was being treated there-

Brett Johnson: Whose children have not been through there, though?

Jessica Kapcar: Right? I mean-

Brett Johnson: I don’t know of anybody.

Jessica Kapcar: I can remember my parents were like, “Oh, we’re taking a trip to Children’s; we’re running down to Children’s.” It’s just so … I’m so thankful that we have it, and it’s so close to … It’s right in our backyard, and it’s just a great resource. I think they do a lot of really wonderful things there. They’re starting all sorts of new initiatives. That is the one that really sticks out for me, in terms of my personal …

Brett Johnson: What are the volunteer opportunities there that you take advantage, or you know of people that do?

Jessica Kapcar: Sure, yeah. I think there’s a variety of opportunities to volunteer. It just kind of depends on what level. I think one of the things that my sister, and my parents, and my whole family has said … They’re like, “Oh, we just love to go down, and rock the babies, or help with that.” There are opportunities to do that, but there are also opportunities right in your neighborhood to take advantage of supporting the hospital.

Jessica Kapcar: We have had experience – and I say we, when I was working there – of just kids saying, “Hey, instead of bringing me a gift for my birthday, I want you to buy a gift for a kid at the hospital,” or, “I want to take up a collection at school, and donate the money to the hospital.” Things like that, anything that’s really grassroots … Lemonade stands. You’d be surprised how far that goes.

Jessica Kapcar: One of the things that I think is a really great resource for the hospital, as well, is the Ronald McDonald House. It’s right across the street. It’s one of the largest in the country.

Brett Johnson: That’s what I thought.

Jessica Kapcar: At one point, it was the largest, but then, I think I just heard that somebody built another one that’s a little bit bigger. Corporations, companies, individuals – you can volunteer there. I know that some companies have taken the time to help clean the Ronald McDonald House; supplied supplies for the Ronald McDonald House, food, anything like that.

Jessica Kapcar: I would just say that reaching out … The Nationwide Children’s Hospital Foundation is a great resource for figuring out where they kind of need time, talents, or treasures. That’s the fundraising arm of the hospital, so they’re a great resource to say, “Hey, I’m looking to help. Where can I put my time to use?”

Brett Johnson: Exactly, yeah. Good, well, I’ll put some links in the podcast show notes. Let’s talk about your professional background, where you were before the BBB, and what you’re doing now with the BBB, as well.

Jessica Kapcar: Sure, yeah, absolutely. As I mentioned, my first, as I call it, big-girl job out of college, I worked for Children’s Hospital in Columbus, and I worked for the Foundation, which is the fundraising arm of the hospital. I was kind of a go-between with the volunteers, and the community, and the hospital, so, I was able to just get out, and meet all sorts of fabulous people.

Jessica Kapcar: Part of what I did was I worked on our team that was involved with the Children’s Miracle Network charities, and the companies across the state who were raising money. I got to go out to the Speedway locations, and say, “Thank you so much for collecting money, and selling the little balloons, and putting them on the windows,” that sort of thing.

Jessica Kapcar: I was also able to experience a fundraising effort through Ohio State. They do a dance marathon called BuckeyeThon. I was the point person for the hospital to say to these students who were amazing, “Here are some patient families that would be willing to come to the event.” That just really was a great way to tie our mission in with what they were trying to do.

Jessica Kapcar: I worked there for about three years, and almost nine years ago, started with the BBB of Central Ohio. My role, when I first started, is vastly different than what it is now, but really not so different at all [cross talk] I was originally brought in to fill a role that they hadn’t really solidified yet. They knew that they wanted someone to come on … At that time, our Vice President of Marketing and PR was doing everything by herself, so they knew that she needed a lot of help. I kind of came in to help fill that role with her.

Jessica Kapcar: Then, they also wanted someone who could be a touchpoint for our accredited businesses; someone who they could call, and say, “I don’t know where my logo is. I’m looking for this. I want to put this on my website. Tell me about the benefits that go along with my accreditation.” I also filled that role.

Jessica Kapcar: It’s morphed, and changed, and our team has grown a lot over the past almost nine years. Now, I’m kind of in a similar role, but my title is technically Communications Manager. We cover a little bit of everything for our BBB. We do all of our social media. We do all of our website maintenance. We put out all the content for BBB, in our 21-county service area in central Ohio. We do our blog; we do our podcast. We do all of the video creation that the BBB does. It’s a little bit of everything, but it’s all good stuff, and it’s just grown, and changed [cross talk]

Brett Johnson: I was just gonna say, the last nine years have been a huge evolution for the BBB-

Jessica Kapcar: Huge evolution.

Brett Johnson: -and that leads into the podcast of why you’re even doing that. Exactly.

Jessica Kapcar: Yes, yeah. I think, when I started, I don’t even … There may have been one podcast that I knew about, and it was something that was so far out of the realm of relating to what we were doing. Now, it’s almost a no-brainer. It seems natural for us to have a podcast, and to have gone down that avenue. If you’d asked us, two or three years ago, if that was gonna be the case, we would have laughed, and said no way.

Brett Johnson: Right, yeah.

Jessica Kapcar: It seemed so far out of reach.

Brett Johnson: How did that process begin? That first discussion of, “Okay, there’s podcasts. We should … Why should we think about that?”

Jessica Kapcar: Right, absolutely. Part of what I think is interesting for the BBB is taking our message, and our mission, and translating that across the board for businesses, and consumers. We really kind of are trying to figure out is it a space that we can occupy, and do it well, and be successful in giving the information that we feel is beneficial to the audience that we’re looking for?

Jessica Kapcar: One of the things that really kind of helped solidify the fact that we thought we had a message, and a niche to get in, was the creation of our Spark Awards, which was really targeting our entrepreneurial businesses. Businesses that were kind of in the space of maybe they were on the newer end of the spectrum, hadn’t been in business for very long, but, just had a solid foundation, and were committed to those tenets of character, culture, and community. Those are the three criteria that we look at.

Jessica Kapcar: We thought, “What a great resource for us to provide,” giving those entrepreneurs some of that … “Okay, well, here’s a company who’s been doing it for 15 years. Here’s how they did it when they started off. Here are some of the resources that they utilized. Here’s a nonprofit that doesn’t have a huge budget to work with, but, here’s what they’re doing, and you can actually make it a very successful thing.”.

Jessica Kapcar: Whatever that topic, or subject might be, we just really thought that we could help connect businesses who have been doing it for a long time, and doing it well, to somebody who wants to do something, or wants to do it well, but doesn’t quite have the road map to get there yet.

Brett Johnson: Who was all involved in that initial discussion?

Jessica Kapcar: Like I said, when I first started it was just myself, and one other person, our VP of Marketing and PR. Over the course of the past four-ish years, we have added to our team. We added two people – our content communications coordinator, who really is kind of the role that was instrumental in helping push our podcast forward.

Jessica Kapcar: Then, we also added our director of visual communications. She was the person who was able to say, “Okay, here’s the technology that we need … I have the ability to edit the audio, because I knew where I wanted it to go. I knew that we wanted it to happen, and be successful, but it’s all about pulling together the people, or the resources to actually be able to do it.

Jessica Kapcar: I knew I did not have the talent to edit audio, so once she came on board, and then, like I said, the person who is in the role of our content coordinator, Jordan, she really kind of just took it to the next level. She was able to say, “Here’s a resource for where we can house it; here’s a resource …” You are a great resource to us.

Brett Johnson: Thank you.

Jessica Kapcar: Just kind of answering any … I feel like, at first, we were like, “Okay, podcast. Where do we start?”

Brett Johnson: Right.

Jessica Kapcar: You were just such a great resource to say, “Here are the four or five things to look at, to decide on what you wanna do with them; how you wanna house it. Here are some resources to do that.” Yeah, it really kind of … I would say, in the last two years, we were able to take off with it, because we did say, “Okay, now we’ve got the team in place; we’ve got the resources in place; let’s get going with it.”

Brett Johnson: Were you discussing any success factors at the very beginning about measurement, marks, and time?

Jessica Kapcar: Yes. I don’t know that we really kind of had a good handle on what measurements we wanted to talk about. I think we knew that we needed to have a solid base of content, and if that was there, that I feel like we … Again, we kind of had a road map that was a little less defined than some.

Brett Johnson: But you had a road map.

Jessica Kapcar: We did. We had a road map.

Brett Johnson: That’s huge to have-

Jessica Kapcar: We did have a plan, and it changed; it morphed, which I think has to happen with any plan for any project, or new endeavor. We kind of just said, “Let’s give it a six-month goal, and a year goal, and see … Let’s make it very realistic for ourselves, and see how we do.”.

Jessica Kapcar: I think that because we were able to utilize some of the resources, and talents on our team, and we were able to do a little bit more of it internally, we didn’t have … We didn’t feel the pressure to set some of the loftier goals, maybe, for the ROI, right out of the gate. Maybe we had a little bit of an advantage to say, “Well, let’s … We can take our time; see how it goes; work through some of it.”.

Jessica Kapcar: Like I said, we also knew that we had some great talent, and content that we were gonna be able to utilize. Our podcast is made up of external participants. We utilize our accredited businesses; we utilize our partners; we utilize our nonprofits. We know that they have the expertise, the knowledge, the content that is gonna be such a great resource for the people who are listening to it, that we weren’t at all concerned about that aspect of it, as well.

Brett Johnson: That content piece, the interview style, is really what drew you into it, because of the opportunity to talk to so many businesses.

Jessica Kapcar: Yeah, and we knew we wanted to make it very casual, conversational … We wanted to make sure that we made it friendly, and approachable. We knew that having somebody come in, and being able to have a conversation with them, utilizing their expertise, was gonna be just a great way to kind of get things started, and it’s worked well for us.

Brett Johnson: Good.

Jessica Kapcar: Yeah.

Brett Johnson: How long do you think it took, from the very first discussion, whether it was around the water cooler, to the first publishing date?

Jessica Kapcar: I’d say every bit of two years.

Brett Johnson: Two years.

Jessica Kapcar: Yeah. Once we figured out here’s where the responsibility of the podcast is gonna lie; here’s how … Got all of the logistics set up, and then we did … Again, because we could take our time with it, we did populate a little bit more of the content. We knew we could utilize our Spark Award companies. We knew we could utilize our Torch Award companies.

Jessica Kapcar: We built out, I’d say, probably a solid six months of content, prior to that first podcast interview. Actually, the first one, technically, was with Kip Morse, who’s our president and CEO. That was just a way for us to kick it off, and have him introduce it. I’d say it was probably every bit of two years before we really were recording the podcast, itself.

Brett Johnson: With an interview style, that has its ups and downs, especially the scheduling piece of it. Talk about your interviewing, scheduling, your strategy, and the process of how you go about doing that.

Jessica Kapcar: Like I said, we had that content generally built out for the first six months, and what we did was we really just knew that we were gonna pick the Spark Award companies. There were three recipient companies that we had that we wanted to utilize right away. When they found out they were the Spark Award recipient, we said, “Oh, by the way, we’re gonna be contacting you for the podcast, so be ready. We need to get you in the door.” We kind of gave them a heads up, so that was a little bit easier to draw them back in on.

Jessica Kapcar: Our Torch Awards have been going on for … We just had our 24th Torch Award event. We had a pretty big pool of companies to choose from for that, but what we did was we utilized the three recipient companies that we had honored the year prior. Again, gave them a heads up, like, “Hey, we’re probably gonna be tapping you for interviews, so stay tuned.”

Jessica Kapcar: We found that … The way we did it, in terms of the interview conversation, we picked a very specific topic, and one we felt that the company could speak very comfortably to. We scripted out some questions ahead of time, just to give them a road map of, “Hey, here’s where we’re thinking we wanna go. Here’s the topic that we think we wanna talk about. You’re the expert. You fill in the blank. If you think there’s another direction we should take, or more we should add in, please give us your feedback.”.

Brett Johnson: How’s that been received, doing it …?

Jessica Kapcar: You know what? We’ve had some really … Everybody has given us feedback that it was a very easy way to do it. Now, we, by no means, felt like we needed to stick with it, but we try to keep ours to about a 15-minute conversation time. It helped, in terms of making sure that we kept things narrowed down a little bit.

Brett Johnson: Do you think that the podcast, itself, is helping you showcase the BBB’s expertise?

Jessica Kapcar: I do. I really feel that it’s been a great resource for us. Our mission is to educate businesses, and consumers about how to either be a better business, or how to find a business who is gonna be a trustworthy business, or nonprofit. I shouldn’t just say business. The nonprofit side of that is a really big aspect, as well, because we do have accredited charities, especially local ones. It’s been a really great resource for them to say, “Here’s what we do; here is our mission in the community. Here’s how we can help, or how you can maybe start a nonprofit of your own.”

Jessica Kapcar: I think that it’s been a great way for us to just further our mission by utilizing the experts in whatever topic we’re trying to get out there. Because we do have an entrepreneurial focus, I think that’s been a really great way for … Columbus is growing so much. We’ve got Startup Week; we’ve got all of these great young businesses that are coming in, and they’re thirsty for information, and they’re looking for resources to do things the right way. I think that’s been a really great addition to the BBB mission. We can say, “Here’s how to do it, and here’s how to do it right.”

Brett Johnson: That’s not the first thing you’d really think about it from a BBB is to showcase something like that, which is great-

Jessica Kapcar: Right.

Brett Johnson: You’re breaking new ground [cross talk] like that.

Jessica Kapcar: Yeah, and traditionally, it’s always kind of been, “Oh, the BBB. You guys handle complaints, right?”

Brett Johnson: Take complaints, right. Scams, and such, yeah, right.

Jessica Kapcar: Absolutely. We do still do all of that, but we do a lot more, as well. That’s one of the things that my team has kind of been really focused on, especially in the past, I’d say, five or six years, just getting that message out that we’re not just a place to go for complaints. We’re a resource to utilize on the front end of things, for businesses, consumers, nonprofits..

Jessica Kapcar: As a consumer, we always say, “Check with us first, before you commit to doing business with any company, because you may find that there’s information that you didn’t have prior to looking at our website.” For businesses, we say, “We’re a resource for you to start with that foundation of trust. That really is what will translate to a consumer that you’re looking for, or a donor that you’re looking to solicit.”.

Jessica Kapcar: We just actually found out that we are a number four, behind Facebook, Google, and Yelp, in terms of review sites. We do customer reviews, as well. It’s just kind of one of those things where we’re trying to get that message out there, and I think this has been a huge resource to do that. The podcast has been instrumental in that.

Brett Johnson: How is the podcast and your blogs coexisting?

Jessica Kapcar: What we found is we actually have some really great crossover in terms of content that we could utilize for our blog, because, again, the blog was one of those things that we were like, “We really wanna do it. We just need to have someone who has the expertise, and time to get it done.”

Brett Johnson: Somebody to feed the machine.

Jessica Kapcar: Yeah. It just so happened that that same person was who was doing the podcast, so it was kind of this perfect marriage. What our model is, is we have our own BBB content, but we open it up to guest blogs, as well. We reach out to our accredited businesses, our nonprofits, our partners, and say, “Give us your expertise. We’ll get that message out to our audience.”

Jessica Kapcar: There’s been some great tie-in with the podcast, and blog. There’s been some crossover. We’ve been able to take content that we originally thought might be a podcast, and get a blog post from it. The flip has also been the case, as well. It’s just been kind of been … I think that anytime you can utilize content across all of your channels, it’s a great way to do that.

Brett Johnson: It’s a time-saver, as well, too.

Jessica Kapcar: It’s a time-saver, yeah, for sure [cross talk] especially when you have a smaller team that’s doing it all.

Brett Johnson: Adding content to your website, have you seen any uptick in the site’s performance, in regards to search?

Jessica Kapcar: We just actually went through a whole website redesign. Because we are one of about 110-ish BBBs across the United States, Canada, and Mexico, it’s been an overhaul of combining our website, but also building out our local content a little bit more. We really have seen some great results by embedding our podcasts into our website; pushing people straight there from our social media channels, from our blog. We added a little footer at the bottom of our blog posts about the podcast, and vice versa on the podcast.

Jessica Kapcar: I don’t know that I have the numbers, necessarily, to back that up, but it climbs every month, and we see more, and more listeners. We’ve kind of compared to podcasts similar to ours. There aren’t a lot of BBBs who have podcasts. I think I know of one other BBB, a local BBB, that has one, and then, our Council of Better Business Bureaus has one for businesses, and consumers. It’s a little bit difficult to compare in our industry, but I-

Brett Johnson: You become the standard, then.

Jessica Kapcar: Yeah.

Brett Johnson: There you go.

Jessica Kapcar: We’re kinda like, “Well …”

Brett Johnson: Everybody compares to you.

Jessica Kapcar: “… maybe it’s better to not have to compare ourselves to anybody else, just yet …”.

Brett Johnson: I think that makes sense.

Jessica Kapcar: “… they can compare to us.”

Brett Johnson: Sure, sure. Exactly. It’s the logical way to look at it, I think.

Jessica Kapcar: I can honestly say that there’s never been … We’ve never said, “Well, maybe it’s not worth doing this, because the time given isn’t being …” We feel like it’s being rewarded, for sure.

Brett Johnson: Right, right. Staying on that same topic of marketing, what was your publishing schedule strategy, and what is it right now? How do you begin those talks in regards to, “Well, how many do we put out per month, per week? Every day? Every hour?” I can be extremely stupid.

Jessica Kapcar: No-

Brett Johnson: What was that discussion like, and how did you firm up what you wanted to do?

Jessica Kapcar: Originally, we took a look at the time that our team had to dedicate to it. We wanted to be very realistic, and say … We didn’t wanna say we’re gonna do one every other week, because then, we were like, “If we don’t do one every other week, are we gonna be disappointed in ourselves?” Our goal was to do at least one a month to start. We found that we could do one about every three weeks, which is what our standard has really been. We’ve been able to maintain that. We’ve been able to get the scheduling where it has worked.

Jessica Kapcar: The benefit for ours is that we can back-schedule a lot of content, and we did that. We knew that summertime is gonna be hard for people to maneuver their schedules, with vacations, so we stockpiled a little bit in the spring, and had some content.

Jessica Kapcar: The other thing that we really looked at was, because we’re utilizing some of our nonprofits, is the time of year. We wanted to be mindful of, in the holiday season, a lot of people are more interested in looking for local charities, and nonprofits that they can support. We wanted to be able to showcase, and highlight some of those in the time of year that was maybe a little bit more beneficial to them. We just hit a year for our podcast in August. This time last year, around Christmas time last year, we really tried to utilize some of our nonprofit, and charity content.

Jessica Kapcar: The other part of it is really just who we can get in the door, when. We don’t want anything to get stale. We did utilize some of our Spark Award content right around when we were gonna be doing the Spark Awards, last year. It really just depends on the topic, and what’s relevant to your audience. For our audience, it’s pretty open, wo we have a little bit more flexibility in terms of that. Did that answer …?

Brett Johnson: Oh, yeah. For sure, yeah. Tied into that, what is the social media strategy on when you publish, and what do you do to support that?

Jessica Kapcar: Our social media strategy, we didn’t really … At first, we were like, “Oh, we’ll just blitz it out everywhere,” and then we pulled back a little bit, and we’re like, “Let’s just do …” We’ve taken more of a staggered approach. A lot of times, what we’ll do is we will … What we do first is when the podcast episode is ready, we send it to the person that we recorded with. We just say, “Hey, thank you so much. Here’s the podcast episode. It’s gonna be live this date. We’re gonna send it out through social media on this date. Please feel free to share it on your channels,” which we’ve always gotten good support from anybody who’s recorded a podcast.

Jessica Kapcar: Some of it is we’ll push it through our channels, and then, some of it is we are a little bit more reactionary, and we’ll share it, share the post that the company, or organization has done, because we really wanna promote them, as well. It’s a partnership at that point in time. We wanna make sure that we’re saying, “Here’s some great information, but, oh, also, here’s the actual … Here’s how you can connect with this business, or organization.”.

Jessica Kapcar: What we typically do is, I think, the first post will be on Facebook. Then, maybe three days later, we’ll shoot something out through LinkedIn. We share it on Twitter, and we share it on … We usually try to do something a little bit on our Instagram. For Facebook, Twitter, and LinkedIn, every so often, we’ll put some money behind it, and boost the post, or promote it. Minimal; maybe $10. Nothing over the top, because, again, nonprofits, and resources, and-

Brett Johnson: Well, and the conversion rate is questionable. Let’s put it that way, unless you have a very good tracking system.

Jessica Kapcar: Yes, and an algorithm changes every day, so who knows. That has seemed to work really well for us, the staggered approach; not pushing it out all at once, because people go to different channels, and sites with different frequency. That’s been a really effective way for us to get that out there.

Brett Johnson: You have some great artwork – thumbnail artwork, everything-.

Jessica Kapcar: Thank you.

Brett Johnson: Who’s doing that for you? How did you start that whole process? Because I know, again, that’s another piece to this, going, “Yeah, okay, we have somebody that can record it. We know what we’re gonna do. Oh, we have to have artwork. We have to create this new … Or whether to incorporate our logo into it, or create something new …” Talk about that process, how you … It looks really good.

Jessica Kapcar: Well, thank you. I cannot take any credit for that. That is all Courtney, who is our digital communications manager. She does all of the design work for us. Part of what we have to work through, as well, is that BBB, as a brand, has a national brand that we have to maintain, but we wanna make sure that we’re creating something new, and fresh, and clean, and fun to engage people. She has just done a great job taking our brand guidelines, and morphing those into something that is brand new, really.

Brett Johnson: It’s a natural extension. It looks perfect [cross talk]

Jessica Kapcar: Thank you. Yeah, and she works really closely … She tries to tie it into the topic of the podcast, as well. She is the person who’s sitting there listening, and we always take some video clips, as well. She’s got a good idea of what the content is, so she does a really great job of translating that into the artwork for the specific episodes. She created the logo for us. She’s a great resource, and I don’t know that we’d be able to do it without her [cross talk] I do know that we probably wouldn’t be able to do it without her.

Brett Johnson: It’s important, because the visual piece of it is pretty vital. When you want to direct listeners back to your dot.com, or your dot.org, it has to look nice.

Jessica Kapcar: Absolutely, yeah, and it has to be … Especially for us, because BBB is such a brand with longevity, we wanted to make sure that it looked unique, but not so unique that people didn’t realize, “Oh, this is BBB.” It’s that fine line. It’s really helped in our marketing of it, I think, too, just having that clean, fresh look.

Brett Johnson: Let’s get into some technical weed stuff. It’s important, but, at the same time, it can be overwhelming. Deer in headlight, kind of, “Wow, what do I do here?” When we talked, now, a couple years ago, I mentioned lots of different hosting platform options, but also dug a little bit deeper in regards to, “Okay, here’s the pros and cons for them all.”

Brett Johnson: Really, they all are kinda the same, it just comes down to what you choose to do. There are some nuances to some that are better than others. For example, one company may have a better embed player look than others, and that could be something vital for the website. You decided to go with Blubrry. What were some decision processes that you went with Blubrry?

Jessica Kapcar: We went with Blubrry. They are actually a local company, and they’re an accredited business. Those were two of the really great touchpoints for us. Beyond that, we knew that the capabilities that they had for us … Again, because we were so new at it, we were, again, as you mentioned, deer in the headlights. We were like, “We don’t know what we’re doing. We don’t know what we need to do.”.

Jessica Kapcar: They actually came in; they talked us through it; they explained the platform to us. I felt like they were also a great resource just in terms of like, “Okay, here are the four things that you need to have to get it up, and running,” just to get the lights turned on, and everything ready to go.

Jessica Kapcar: From there, because it is an easy platform … Well, for me, at least, because I don’t do all of the technical aspects of it. We enjoyed it. We were able to create the way … Make it look the way we wanted to; create what we wanted to. We were able to embed it into our website. It was just a great choice for us. Anytime that we are looking for a partner, or a company to do business with, we hope that they’re an accredited business.

Brett Johnson: That was one reason I did suggest them. I think, again, this is not a Blubrry commercial, but, at the same time, every company has its pros and cons.

Jessica Kapcar: Absolutely.

Brett Johnson: You have to make your own choice. For you, that made sense.

Jessica Kapcar: It absolutely did, yeah.

Brett Johnson: Obviously, it’s worked out very well.

Jessica Kapcar: It has. I’m sure that there are great resources out there, at any capacity. We knew what our capacity was, and this was a great fit for us. It’s worked well.

Brett Johnson: The equipment you’re using … What is your setup? I know that was kind of a building process, as well, too-

Jessica Kapcar: It was a building process-.

Brett Johnson: -because one thing couldn’t happen, till another thing happened, till another thing happened. How do you do your recordings?

Jessica Kapcar: It was a building process, for sure. We finally now have what we call our media room. We redesigned our office two years ago, almost three; two and a half. With the redesign, we were able to have a space completely dedicated to the video and content creation. It used to be that we’d have to go into the conference room, move tables, turn off music, move lights. It was a process. Now we have everything set up in there. We have two just Lavalier mics that attach to our point-and-shoot camera. It’s a little bit more than point-and-shoot, I guess, but …

Jessica Kapcar: We have someone on staff who just is able to capture all the audio. She edits it in-house. I think she uses Final Cut. It’s very straightforward. You don’t really need a lot of equipment, which is the great, I think, and easy part of the podcast. Like I said, we have to Lavalier mics. They plug into the camera. We do take video, just, again, for posterity’s sake, but you don’t have to.

Jessica Kapcar: It’s a really straightforward process for us, and we’ve never had … Well, shouldn’t say never. One of the biggest issues that we’ve run into is if the memory card fills up, and that does happen. It’s got one of those things where we just take a pause, and refill, and go from there.

Brett Johnson: I know; I’ve been a guest on an episode-

Jessica Kapcar: Yes you have.

Brett Johnson: It’s really a comfortable setting, honestly-

Jessica Kapcar: Thank you.

Brett Johnson: -because it’s a much different feel. I was impressed, because I’ve always been: table, microphone, and something physically in front of you.

Jessica Kapcar: Yes.

Brett Johnson: Where, in your situation, you’re sitting on a couple of chairs; Lavalier on; nothing in front of you.

Jessica Kapcar: No.

Brett Johnson: It’s almost you’re at a restaurant feel to it, almost, or going to a coffee shop, that it’s … Really, you’re open.

Jessica Kapcar: Yeah, we’ve got a little bistro table in there. Again, we wanted to make it very comfortable, casual, conversational. We’ve actually had one person walk out of the- almost walk out with the mic on. You kinda forget that it’s there. We’re like, “Oh, wait! Hold on! Hot mic. Don’t leave!” That was one of the goals that we had.

Jessica Kapcar: It might not be the most elaborate setup, but it works for us, and we hope that it’s a comfortable situation for people to come into. I think sometimes it can be … Because we reach out to people, and say, “Hey, we want your talent; please come in,” there are some times that people are like, “Oh, no, I’m not good at that.” We’re like, “You’ll be fine. We’ll coach you through it. It’s gonna be Okay.” I think maybe, hopefully, that’s contributed to putting some people at ease that may not have been otherwise.

Brett Johnson: With businesses deciding to go with podcasts … I think this can be true of any social media planning, blogging, whatever it is, there’s potentially of the transition. That one person leaving that was key to doing it.

Jessica Kapcar: Yes.

Brett Johnson: Now, you’re walking into that situation that-.

Jessica Kapcar: We are.

Brett Johnson: That Jordan has been hosting the podcast, now, from the get-go; transitioning to you, which actually is an easy transition, because you’ve been a piece of the party all the time.

Jessica Kapcar: Sure, yeah.

What were those discussions like, to where to go with this, now that she said, “I’ve gotta go”?

Jessica Kapcar: Right. Yeah, so, we’re in it. We are just on the tip of the iceberg in that. There’s always a little bit of transition in our team, especially when she’s got a new adventure going on. I just came back in after maternity leave. It’s kinda that, “Okay, let’s catch up with each other; where are we? What do I do?” That’s always a process.

Jessica Kapcar: The really great thing about our team, and the thing that we knew going in was we’re going to have changes come about. That’s why we kind of laid out that plan ahead of time. We really made sure that we had a plan in place, in terms of what did we want the podcast to be? What do we want it to be about? What do we want the topic to be? We honed in on that, and then we built out that content part of it, as well. Here are the 10 people that we think might be potentials for interviews for this year. Here are the topics that may work for them. Here’s maybe some of the conversation starters that we have.

Jessica Kapcar: We did that, because we knew, if, for some reason, someone left, or somebody was outta the office, or somebody had to pick up where somebody else left off, at least we have a little bit of a plan in place, and it documented-.

Brett Johnson: Right, breathing room, as well, too.

Jessica Kapcar: Right. Jordan did a great job with just taking things, and running with it. I have stepped into a very comfortable position, in terms of what it could have been like.

Brett Johnson: Right. Sure.

Jessica Kapcar: I feel very confident that we’ll be okay, and because our team was so collaborative at the beginning, and we were all there to talk through those things, and instrumental in making the decisions about what platform are we gonna use, what’s our look gonna be like, the rest of the team is still kind of in the know. I just have to get my interview skills brushed up, and hopefully, we’ll be able to soldier on.

Brett Johnson: Let’s talk about that. With a transition, it can actually be an opening for maybe tweaking some plans.

Jessica Kapcar: Yes.

Brett Johnson: Nothing negative about a previous host, it just comes down to a little fresh start. Maybe we can go in this direction; just tweaking. Let’s go into future plans for the podcast. What’s to be expected?

Jessica Kapcar: Yeah, absolutely. Going forward, obviously, we still know that we wanna utilize the resources that our businesses, nonprofits, charities have. I think what we might try to take a look at is do we need to focus in a little bit more? Do we need to be more laser-focused? Do we need to open it up a little bit more? Do we need to take a look at the process that we’re using, in terms of here’s the content that we wanna talk about; let’s find someone to fill it in, or do we wanna say, “Here’s the person that we wanna have; let’s let them say, ‘This is what I need to be talking about with you guys right now'”?

Jessica Kapcar: We’re pretty flexible, in terms of that. We’ve never really tried to pigeonhole ourselves, necessarily, but I do think there is something to be said for having a plan, and sticking with it. The plan is changing, so that’s gotta change-.

Brett Johnson: Especially if it’s not broke.

Jessica Kapcar: Exactly, right.

Brett Johnson: It’s not broke, so …

Jessica Kapcar: It’s working. I think that Jordan did an amazing job.

Brett Johnson: Oh, yeah.

Jessica Kapcar: However, now that I’m the one that’s gonna have to be doing the interviews, maybe there’s gonna be some benefit to bringing someone else in, and saying … For example, Kip. “You know this person, why don’t you … Here’s kind of what we’re thinking. Why don’t you do the interview with them? I think it would be just a great …” Because I think there’s something to having a person sit down with another person that they have a relationship with, and having that conversation. Things come out of that, that maybe wouldn’t have come out of that, if the person was just the interviewer.

Brett Johnson: Right.

Jessica Kapcar: I don’t ever wanna limit ourselves to saying I’m the host of the podcast. Believe me, I am more than happy to share that. Just kinda taking a look at that, and saying, “Who on our staff, or on our team, may be a great resource to tap into, or who is a partner, or in our community, would be a great resource to maybe have a guest host for …?” Maybe you? You never know.

Brett Johnson: Sure. You never know. Exactly, yes. Always up for conversation. You know I’ll always help in any way that I can, of course.

Jessica Kapcar: Absolutely.

Brett Johnson: Let’s end on this: advice for business owners who are considering podcasting as a marketing tool. What would you advise?

Jessica Kapcar: I think the biggest thing that … I was having this conversation with Jordan, actually, before she left, because I was picking her brain about everything, but especially this. I said, “What do you think that you would tell people, in terms of starting a podcast?” She was like, “I don’t think I would just do it, to do it. I think I would decide what you wanna say, and stick with the message.”.

Jessica Kapcar: Having a plan … Again, doesn’t mean you’re gonna follow it to the tee. It doesn’t mean it’s not gonna change every month that you do it, but having something planned – whether that’s your message, whether that’s your audience, whether it’s the people that you wanna have on it – and just sticking with that.

Jessica Kapcar: That was one of the things that we both decided … That probably is why our podcast didn’t feel like a burden, and, I think, maybe has worked the way it has, because we said, “Okay, here’s what we know we wanna do. Here’s who we know we wanna reach. Here’s who we know we can utilize as experts.” Ours is a little bit different, because we’re not the people who are saying, “Here’s what you …” We’re not imparting, necessarily, our wisdom. We know what we know; we know what we’re good at, and we know what we don’t. We’re gonna pull in the people who do know what they’re good at. Our model’s a little bit different than maybe some people’s model might be.

Jessica Kapcar: The other thing that I would say is don’t let not knowing how to do something, or maybe not having a very specific road map hold you back from getting your content out there, because you never know. You could do one podcast, and then a light bulb will go off, and a whole door will open up, and there you have it. If you have the drive, and you have the time, and you have outstanding resources in the community, like you, go for it.

Jessica Kapcar: It took us two years to get it up and running, probably because we were a little gun shy, but now we know that we probably could have done it maybe a little sooner. Not to shy away from it just because it seems like it might be daunting, or you might not have exactly what- exactly the plan in place that you wanna have in place. You can always mold it.

Brett Johnson: Oh, yeah, exactly. It’s the BBB Sparkcast. Let’s talk about everywhere they can find it.

Jessica Kapcar: You can go to our website, BBB.org, and then you just have to look for the Central Ohio website. There’s a little hamburger menu up at the top. You can click right on it. You could also go to BBBSparkcast.com. It’s on all of our social media channels – Facebook, LinkedIn, Twitter, YouTube, Instagram. We have a presence on all of those. If you happen to follow our BBB blog, you can also find it there.

Jessica Kapcar: You can always reach out to us, if you have a question about it, or wanna subscribe to it. It’s on all of the podcasting channels. You can get it through iTunes, Android … Anywhere you listen to a podcast, you can find it; just search for BBB Sparkcast. You can always reach out to us locally, at our office. We’re right here in central Ohio. We cover the 21 counties in central Ohio. That’s how you can find.

Brett Johnson: That’s good. We’ll be looking forward to hearing what you’re going to do with the podcast moving forward. Again, Jordan has done a fantastic job in the previous episodes.

Jessica Kapcar: She has.

Brett Johnson: I would encourage bingeing-

Jessica Kapcar: Absolutely.

Brett Johnson: -listening to them; listening to each, depending on your interest, the business is there, but you’ve covered a wide variety of businesses. It’s a really good way of getting a feel for the interview style, especially if you’re instead being interviewed by BBB Sparkcast.

Jessica Kapcar: Absolutely.

Brett Johnson: Take a listen. This is the style it’s going to be, and give some extra listens to you guys, as well, too-

Jessica Kapcar: Thank you.

Brett Johnson: We encourage that. Exactly, exactly.

Jessica Kapcar: Absolutely. They’re quick, about 15 minutes, so it doesn’t take a lot of time.

Brett Johnson: Right. That’s good. Well, thanks for being a guest. I appreciate it, Jessica.

Jessica Kapcar: Thank you so much.

Sonix is the best online audio transcription software in 2019.

The above audio transcript of “BBB Sparkcast” was transcribed by the best audio transcription service called Sonix. If you have to convert audio to text in 2019, then you should try Sonix. Transcribing audio files is painful. Sonix makes it fast, easy, and affordable. I love using Sonix to transcribe my audio files.

Thanks to Jessica Kapcar, BBB of Central Ohio Communications Director, and host of the BBB SparkCast, for being my guest on this episode of Note To Future Me.

Recorded in Studio C at the 511 Studios, located in the Brewery District in downtown Columbus, OH!

Brett Johnson is the owner and lead consultant at Circle270Media Podcast Consultants. The podcast consultants at Circle270Media have over 30+ years of experience in Marketing, Content Creation, Audio Production/Recording, and Broadcasting. We strategically bring these worlds together with Podcasting.

You can email Brett at podcasts@circle270media.com to talk more about your new or established business podcast. www.circle270media.com

Master Your Podcast Interviewing Skills

With me on this episode is Mark Nuce, a broadcast veteran of 30+ years. He is the news and public affairs director at North American Broadcasting, Incorporated in Columbus Ohio.

We’re going to talk about how to develop your podcast interviewing skills that will:

1) Make you a better podcast host.

2) Develop more insightful conversations with your guests.

3) Make your podcast stand out and get more shares and reviews and probably bring a ton of value to your listeners as well.


The four key areas to master podcast interviewing we are going to cover include:
1) homework and research
2) planning
3) listening
4) flexibility

Master Your Podcast Interviewing Skills

Download the “Master Your Podcast Interviewing Skills” audio file directly from here. It was automatically transcribed by Sonix.ai below:

Recording in Studio C at the 511 Studios located in the Brewery District in downtown Columbus, Ohio, this is Note To Future Me. I’m Brett Johnson, owner and lead consultant at Circle270Media Podcast Consultants.

Master your podcast interviewing skills. Recording a good podcast interview is really harder than you think. Despite the fact that a brand new podcaster considers it a really easy option in. Initially the interview format sounds pretty simple. Find an expert get them on the phone or zoom them in, or in person and then ask them some questions. There’s no need for you to do anything right?

Now getting good content from that expert is far harder than you might expect. Sure they know their stuff, they can deliver it well. Can they stay on topic? Tell a good story? And avoid the waffle? Can you steer them away from the standard rehearsed sales pitches or background stories? Can you get something dramatic, something funny or even something different?

That’s what this podcast is about. Recording a good podcast interview. And getting the best content you can from your guest. Earlier I interviewed radio veteran Mark Nuce, news director at North American broadcasting in Columbus Ohio. He has decades of experience producing the news as well as hosting a weekly public affairs program. Here is my interview with him.

Today we’re going to talk about how to develop interviewing skills that will.

1) Make you a better podcast host.

2) Develop more insightful conversations with your guests.

3) Make your podcast stand out and get more shares and reviews and probably bring a ton of value to your listeners as well. That’s the main thing.

In my estimation, some of the best interviewers you’ll find are in broadcast media, specifically radio, in their news departments. Sadly those folks are a dying breed with the advent of music focus formats or network talk shows. But they still do exist, in today’s radio landscape. With me today is Mark Nuce, he is the news and public affairs director at North American Broadcasting, Incorporated in Columbus Ohio. Thanks for joining me today.

You’re welcome Brett.

How long have you been at North American Broadcasting?

Forever. I’ve been here for 30 years so a lot of interviews.

Right exactly. A lot of change in the industry as well too in regards to how those interviews are handled and what you do with them on air.


Now, being the news and public affairs director, talk about your responsibilities at North American Broadcasting.

Well I anchor and write all morning news. I’m also responsible for public affairs interviews and I’m also responsible for public service. And I’m of course you know being a news person. I have to go up to news events, sporting events and a lot of different experiences.

You and I have worked together for over 20 years and in that time I’ve learned from you how to become a better interviewer whether you knew it or not. Which has helped me on various podcasts that I co-host as well. What are some key areas that you focus on before you recording the interview?

I think basically there are four key areas that I like to think about. One is doing your homework, research. Another is planning. Make sure that you plan out how you’re going to do the interview. And then listening and flexibility are the other two areas. So those four areas.





Okay let’s break it down. What goes into the research that you do?

Well a lot goes into the research. First of all talk to the person you’re going to interview beforehand and see if they have any information they can send you. As far as or “do you have any press releases?” or “do you have any basic information?” Maybe even sometimes a yearly report from their organization or from their company that they can give you ahead of time.

Go online. Everything is online these days. Everybody has a website. Go onto the website. One of the things I like to do when I get to the website is…there’s always two categories on a website. One says “about.” So that gives you a lot about the company and who the officers are and what they do.

And another is, it says “news” and usually you can go there and that gives you the latest press releases from that company. So you can go in there and those are great ways to find things out. And LinkedIn, Facebook, these are all great resources to go out and find information about companies, before you talk to them.

And that’s why I noted earlier over the you know the three decades you’ve been doing this how much easier it’s become.

Yeah it used to be that you had to basically rely on who you were interviewing to give you information. Well they only gave you the information they wanted to give you obviously.

But these days you can find out just about anything.

Well you’ve got the research done, what goes into your planning?

Well the thing that I like to do is after I find out who I’m talking to, well the one thing just like very basic things I like to put their name and title right at the beginning of every page of all of the information that I have. Just so I always get that right when I’m talking to them. Because it sounds terrible when you don’t.

Another thing I like to do is write out a few questions but not necessarily strict like detailed questions. Very basic themes because then you know the next part of it the listening and the flexibility, that’s where it really comes in. And that’s what can really make a an interview a good interview. Not sitting going, question one, then question two, then question 3.

You do have to write down some questions because sometimes you’ll forget in an area that you want to talk about. But that’s one of the things that I’d like to do when it comes to preparing for an interview and planning.

And then talk to the person. Put them at ease. Talk a little bit and make sure that they know that what you’re doing isn’t formal, that what you’re doing is sort of a conversation. Remind them that it’s just two people talking in a room with maybe one other person listening at a time. There may be thousands of people listening but you’re only talking to one person.

You know kind of going to that “mic fright.” Getting your guest at ease. Are there some other tricks that you used to get them at ease, whether you’re doing a phone interview which could be there you know they’re in a comfort zone already, in their office, or at home ,or in the car possibly, or they’re in the studio. Are there some other tricks that you do need help out with them?

I do a couple of things. One thing is like like I said we just chat for a while and then just sit down and talk and let them know what you’re going to ask ahead of time. And remind them that they’re the expert. They have the right answers. You’re going to ask them about their organization, about their life, about their business, about what they do every day. So they’re the experts. You’re just asking basic questions and just going to let them go.

And let them know that, you know, especially for a podcast, there’s no time limit. So they can expand and talk about things as much as they want.

I also bring up too, I’m sure you do as well, things can be edited. Start over.


If you stumble over your tongue or your teeth, as they say, start over and we’ll make it sound like it never happened.

And there are other times when I tell them we don’t edit this because it’s so informal and it’s just a conversation. So you can go both ways with that. If it’s someone who’s really afraid of what they’re going to say, tell them that they can be edited and they can even help you with the editing process saying “I don’t like that” or “could you take that out.”.

Other people, it puts them more at ease when you tell them “hey this is just two people talking to one another.”.

To that point of talking to each other, let’s move on to that listening part. You know I’ve been part of training sessions that really focus on the difference between what hearing and listening really mean by definition. Why is listening an important part of being a better interviewer do you think.

Well because you don’t learn anything unless you listen to what the other person has to say. You’re not going to learn anything, and you’re not going to know what to ask next.

One of my pet peeves is when somebody has an interview all set out, they have their question one, question two, question three. And someone may answer question three and question one but they’ll still go ahead and ask question 3 again because “I have to stay in order.”.

Listen to what they have to say. And nine times out of ten when you do the interview, if you’re listening, they’re going to bring up something that is going to be the best part of the interview, the most entertaining part of the interview, and it’s something you never even thought of or would never think to ask.

Always listen to what they have to say.

And another thing I like to do, too, is to ask people to give personal examples of things. For example, if you’re talking to someone from a charity group say “Give me an example of how your group has helped somebody, give me give me a story.” Because then it’s personal. And then that’s when it brings out everything that they have inside of them because they know what they’ve done.

I’ve noticed that too. I was doing some interviews recently with recruiters and I end up asking them “what do you like about working there?” And boy did it change everything. “I like, oh, I like this, I like this, and like this,” and they kind of went off script and they got to be more personal about what they were doing. It was really fun to watch that light bulb turn on.

Oh absolutely.

It was amazing.

And don’t be afraid to be absolutely basic. A lot of times I’ll start off an interview, if I’m talking to let’s say, the Epilepsy Foundation, I’ll say “for people out there who have never heard of the Epilepsy Foundation, who are you and what do you do?” It’s an absolutely basic question, but it’s vital. Instead of you explaining it let the expert explain it. And then, again, they can say things during that that open up entirely new avenues into the interview.

What do you think about…you’er past this stage…but I’m sure you do a little bit of it as well, though…going back and listening to yourself, doing that “air check” as we talk about it and broadcasting. Listening to what really worked in others that you can of cringe. “I’m never going to do that again.”.


What’s the best approach to that? Because initially you’re going to have to get over the sound of your own voice and hear what’s going on. But how did you get over that hump as the years progressed and you really dug into listening to yourself?

Listen to yourself. Decide what you like and what you don’t like about what you hear. Try to correct it the next time. Maybe even make little notes. “Don’t say ‘uh’ the time” or you know little things like that.

But then I always have leaned on people that I trusted and people that I admired and people that I worked with to allow them to listen to what I do and give me constructive criticism. Because most of the time people won’t just nitpick at you they’ll give you good constructive criticism. So if you’re doing this on your own or if you’re doing it at the workplace. If it’s at the workplace find somebody you like and trust. Let them hear it and write down something. If you’re doing this at home or you know you’re just getting started, have your spouse listen to it because nobody knows you better than them. And no one will give you more loving criticism than your spouse at least nine times out of ten.

Well, you hope so! Let’s get to that last point talking about flexibility. You touched on it a little bit in regards to planning and letting the interview go its own direction. But let’s dig a little bit more about that.

Yeah absolutely. I think that first of all listening and flexibility go hand in hand. So if you hear something while you’re listening to them, don’t be afraid to throw the script away, and “say I’m going to take this interview in an entirely different direction.”

And I can tell you that happens to me in almost every interview at one point. Maybe not the whole interview. But we always go off in a direction that is somewhere that I didn’t know we were going to go.

I do a weekly public affairs program or so I do a weekly interviews. And then I interview people all the time for the news. But these long form interviews, that we also use for podcasts now, they always go in different directions. So you always have to try to stay flexible. And I think that’s what really makes it listenable and entertaining.

And I think the planning, like you mentioned, three or four questions, give you that guideline that almost allows you to go down those rabbit holes because you know where you can go back. You haven’t lost your train of thought. You know, “Oh yeah, I get to go back to this question,” and helps you get the interview back on track. But allows it to go where it needs to go.

And another point that the when it goes back to the planning and this also goes into the flexibility. You may have some questions you want to ask. But during the process of getting to know the guest before you go on the air, one of the things I always like to say is “is there something you’d like for me to ask you about. Is there a point you’d like to make. Do you have an event coming up that you’d like to promote, or is there something about your organization that’s a misconception or something about your organization that people don’t know about?” That puts them at ease and it also gives them a feeling of more control.

Right. And I was thinking the same thing. We do that a lot, of just saying “hey, this is show, this interview, is all about you.” Quite frankly it’s not an exposé and nailing you on some points that we’ve found out, this, that or the other.


It’s about you. But also let’s expand on that as want to really showcase. And they’re able to use that audio as well in their world on their websites.

As I tell them, this isn’t 60 minutes. We’re not going to grill you about something. We’re trying to help your organization move ahead. We’re trying to give you some publicity. We’re trying to do our due diligence and public service and you know we want this to be a good experience for you.

Any additional ideas and thoughts?

I think that the best podcasts I listen to, the best interviews I listen to are, when you make it a conversation and not an interview. Again not question after question after question. But be prepared. Know what you’re going to ask. And then just let the conversation flow. And be conversational.

Thanks for joining me I appreciate it.

You’re welcome Brett.

Be sure to sign up for my free daily Open The Mic newsletter. I cover podcast news, tips that You should know about to help you with your social media and audio production. Sales advice if you’re looking to sell sponsorships for your podcast. And on Fridays, my suggestions on podcast you should binge on over the weekend. Sign up at www.circle270media.com or find out more as well on www.notetofutureme.com. Thanks for taking notes with me.

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Recorded in Studio C at the 511 Studios in the Brewery District, downtown Columbus, OH.

Brett Johnson is the owner and lead consultant at Circle270Media Podcast Consultants. The podcast consultants at Circle270Media have over 30+ years of experience in Marketing, Content Creation, Audio Production/Recording, and Broadcasting. We strategically bring these worlds together with Podcasting.

You can email Brett at podcasts@circle270media.com to talk more about your new or established business podcast. www.circle270media.com