Why It Took Me So Long to Start My Own Podcast

Jan 13, 2022

I always thought that I had no business starting my own podcast, when I don't even listen to podcasts myself. But when I made this simple discovery about how to communicate with my ideal clients, I got myself in gear and launched the Client Attractor Show. In this episode I talk about what that shift was and what it means for your business.

 Hey there, and welcome to the Client Attractor Show. I'm your host, Jacob Ratliff, client attraction coach and author of the brand new book Client Attractor. Today, I want to talk for a little bit about why it took me so long to finally create and launch my own podcast. 

Now, before we dive into the reasons behind it taking me so long to launch my own podcast, and before we start talking about what that might mean for you in terms of your own business, there are a couple of quick pieces of background information I want to make sure to mention. The first relevant piece of information is that I am not a fan of podcasts. In fact, I don't know the last time I listened to a full podcast episode. When I am exercising, I much prefer to listen to music. When I am driving, I am much more likely to listen to a good audio book. So I don't really listen to podcasts, and that was one of the reasons that I resisted creating my own podcast for so long. It really came down to why would I create content that, if I were in my ideal client’s shoes, I wouldn't even consume myself. 

The second important piece of background information is that I have actually been a guest on lots and lots of different podcasts, which means that I have a good amount of experience speaking and showing up on a podcast. In 2021 alone, for example, I was interviewed on about 20 different podcasts. So even though I really am not a fan of podcasts, and I really don't take the time to listen to them on a regular basis, I have a good amount of experience in terms of what it means to create an engaging podcast episode. 

To really dive into what ultimately drove me to start my own podcast, and to dig into why it took me so long, it really goes back several years ago to when I was first starting to get my social media content dialed in, which might seem entirely unrelated, but in fact, it has everything to do with this conversation around launching my own podcast. This was back in 2019, and I was really for the first time starting to see my social media posts actually get engagement and actually to start to get me clients, and this was a massive win. 

The problem, though, that I started to see after a couple months of experiencing this, was that my engagement actually started to go down a little bit. I was really confused, because the social media posts that I was putting out into the world? They were great. They were right on target. Everything seemed to be in place. So one day, I decided that I was going to run through an audit of all the social media posts I had made over the past six months, because I really wanted to see what commonalities were showing up, what trends were showing up in terms of what made a really successful post and what made a post flop. If I were able to identify those trends, I would be able to craft even better social posts because I would have a good idea of what would be the most effective.

It didn't take long for me to see that the problem wasn't actually about the numbers at all, that the number of likes, comments, reactions that a post was getting weren't actually telling me anything useful. What I did notice pretty immediately was that, looking at this Google Sheet of all of the posts I had made over the past six months, every single one of them was a text post, which meant that I was just posting text to social media. I would include images sometimes on those posts, but ultimately, the content of the post was in text, not in an image or not in any other format. This confused me because the engagement that I was getting was showing me that the topics I was talking about were really, really relevant to my ideal client, and the engagement that I was getting was showing that I really wasn't all that far off the mark. 

But the most relevant piece of it all was that I was really only posting text to social media, whether it was a short one-to-two sentence post or a long-form social media post of several paragraphs, it was all text. In light of seeing that, I knew that I had to change something up, specifically around the mode of content that I was posting. To be honest, the reason that I was posting so many text posts wasn't that I had any good reason to post them, but rather that that was the medium that I preferred to consume. I am much likelier to read a text post than to tune into a Facebook live stream or watch a video that someone had posted. 

This showed me that I needed to venture beyond just text, so I began doing something really, really simple. I pulled up the Google Docs where I had all of the posts written and stored, and from then on, I started recording one video a day. Really, all I would do is I would sit in front of the camera and use the existing social post that I had already previously posted as a text post; I would use that as a script for a really, really short video. It was the same content that I had previously posted, just now adapted for video. Sometimes it would be a live video, and sometimes I would pre-record them and post them, but I began shifting almost entirely to video content on my Facebook feed. 

It did not take long for me to begin seeing an immediate change in results. My social media engagement increased dramatically, and it wasn't a gradual increase over time, nor was it a spike and things returned back to their original state. It increased very quickly and stayed at those levels. It was the same exact content. The only thing that was different was the mode or medium that I was communicating it with. 

There are two important reasons for this really wild increase in engagement. The first is that I began communicating my content in a way that my ideal clients were more likely to consume. Essentially, my content became more easily consumable for the people that I wanted to consume it. The second reason is that I shifted specifically to video. This reason is less important, but still worth noting: Facebook in particular really favors video content over text. So part of the equation here was that because I was suddenly posting video content, Facebook was actually showing that content to more people, because at that point, the algorithm really favored that video content. 

What does any of this have to do with starting my own podcast? What does starting to post videos to Facebook have to do with the fact that I do not listen to podcasts, likely never will, and yet finally, after years of ideation, decided to launch my own podcast? Well, the answer is actually pretty simple, and it's that my ideal clients consume podcasts. I may not consume podcasts myself, but my ideal clients definitely do. Over the past few years, as I have shown up as a guest on other people's podcasts, those have been some of the things that have gotten me some of the best traction in my business. 

The lesson here that you can apply to your own business really easily is this idea that even if you share a lot of similarities with your ideal client, you, at the end of the day, are not your ideal client, and the way that you might prefer to be communicated with is not necessarily the way that your ideal client wants to be communicated with. Sometimes, the fix for this can be as simple as shifting the medium you're communicating with, whether that's from text to video, or simply recording a podcast episode, because you've discovered that that's how your ideal clients prefer to consume content. 

At the end of the day, that's all it comes down to: It’s not just putting out the right information in your content, but communicating it in a way that is easily consumable for the people who you want to consume it. Thank you so much for joining me for today's episode of the Client Attractor Show. My name is Jacob Ratliff, and I will see you here again tomorrow.

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