Podcast Playbook (Part 3): How to Build a Brand That Gets Clicks

Welcome to episode 253 of the Business Development Podcast.

And in part three of Podcast Playbook, we're diving into how to get your show off the ground.

Nailing your concept, picking the perfect name, locking in your domain, and building an intro and outro that sets the tone.

Stick with us, you won't want to miss this episode.

The great Mark Cuban once said, business happens over years and years.

Value is measured in the total upside of a business relationship relationship, not by how much you squeezed out in any one deal.

And we couldn't agree more.

This is the business of Development Podcast, based in Edmonton, Alberta, Canada and broadcasting to the world.

You'll get expert business development advice, tips and experiences and you'll hear interviews with business owners, CEOs and business development reps. You'll get actionable advice on how to.

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Let's do it.

Welcome to the Business Development Podcast.

And now your expert host, Kelly Kennedy.

Hello.

Welcome to episode 253 of the Business Development Podcast.

Today we are continuing our Podcast Playbook series with part three where we will walk you through how to turn your idea into an incredible, incredible reality.

In part two, we dove deep into picking your podcast equipment.

From a powerful computer to your microphone, audio interface and headphones, the equipment that you use to get a good sound is important, but like everything, the tools you use are just one piece of the puzzle.

If you're building a high quality, well thought out show concept that stands the test of time, great equipment or not, getting this part right will make or break your show.

Any great show starts with passion.

If you are not excited to talk about your topic each week, your audience won't be either.

Before we get in today's show, guys, I really just wanted to pause for a second and reflect with you guys a little bit.

This particular series, Podcast Playbook has made me really look back to the beginning and look at my podcast journey.

And I'm trying to think about it from the standpoint of what didn't I know in the beginning that if I knew now, could have really helped me.

And so I'm really.

I'm spilling everything, guys.

In this series, I'm giving everything that I know about podcasting.

There are going to be parts of this series that are going to be really hard for me to articulate.

Specifically when we get into podcast editing, it's something that's probably better watched than listen to, but I'm still going to do my best at that part.

I'm going to Point you guys to resources that I think can help you.

And I'm going to kind of overview what I do.

I think most of you will be able to pick up editing pretty quick.

Where a lot of people struggle with editing is the plugins.

And that's something that I can definitely help with as we get deeper into this series.

But it's really been fun.

I'm really enjoying this part.

I love podcasting.

If you guys haven't, like, caught on yet, I genuinely, genuinely love showing up to this mic each week.

Is it easy always?

Absolutely not.

Are there times I didn't want to show up to this mic?

Absolutely.

But the reality is, is that most of the time I absolutely love podcasting.

And at this point, I've done, you know, two shows.

I've done the business development podcast and I've done Authentic Hustle and I love both of them and I love the dynamics of both of them.

And I've actually helped quite a few other podcasts kick off.

So I've gotten to kind of see other people's journeys and help them along their journeys.

This is absolutely a passion for me.

And this is gonna be a longer series.

I'm gonna tell you that right now.

Every time I sit down to write the next podcast Playbook series, I'm like, holy crap.

Like, I'm only able to get through this much in 40 minutes.

Like, it's a lot to get through.

I'm doing my best with this to make sure that by the time you go through this series, if you listen to every single piece of it, you will be able to launch a successful show.

At that point, it'll be up to you.

But I'm going to try to make it as easy as possible along the way to tick all the boxes for you guys.

So there's nothing missed.

So that you don't have any questions when you guys are going down this path.

But what it means is, is that some of these episodes, this one specifically, Proposal Playbook Part three, I literally wanted to talk about probably three or four other things and it just wasn't going to be possible not to go in depth, not to have it resonate at the impact it has to this particular episode.

Part three.

It's very critical to the long term success of your show.

This piece you need to spend some time on.

So I'm precursoring that with you guys.

I'm excited about this.

I'm having a great time.

Thank you for joining me on Podcast Playbook.

And let's get into it.

Any great show starts with Passion.

And if you are not excited to talk about your topic each week, your audience will not be excited either.

And guys, you have to show up with passion.

You have to show up like you care, like you want to be here, right?

You have to like it.

You have to like the things that you talk about.

So you have to start with this question.

No matter what type of show you want to launch, whether it's business, whether it's comedy, whether it's entertainment, whatever it is, what do you care about so deeply that you could talk about it for years?

For years, guys, nobody is launching a podcast of just fizzle out in one month, two months, three months.

I always say if you were going to launch a show, and I'm going to get into this deeper as we get into the mindset part of this, but if you were going to launch a show, commit to 100 episodes, listen, 100 episodes, and, and at that point, you're just getting rolling.

You're just starting to compete with some of the other big shows out there.

But you really have to commit to it.

You have to tell yourself, listen, come hell or high water, I'm going to show up for a hundred episodes.

You have to ask yourself before you start, if you have to commit to 100 episodes to start, what do you care about so deeply that you could talk about it for years?

This piece is critical if you're thinking of doing like a business show, but you aren't that passionate about the business topic, a business show might not be for you.

So you have to kind of ask yourself up front, what are those things?

What are the things I love?

And that's typically what it comes down to is what do you love to do, right?

What is it that you love to do that you could speak to, that you're passionate about, that you could speak to week over week for years.

Once you find that, that is the thing that you should podcast about.

Remember, it does not have to be flashy.

It has to be true to you.

Your passion will power, your consistency.

That's what I'm talking about, guys.

There were plenty of days where I was not feeling it.

I was checked out like Kelly Kennedy was just mind elsewhere.

I've had water pipes burst.

I've had kid fights.

I've had all sorts of stuff and challenges that I've had to deal with as a parent, as a partner, as a client, as a, as an employee, as an employer, right?

Like it's just been a shit show.

There's plenty of reasons.

There will be tens of thousands if not millions of reasons for you not to show up and do that podcast.

So you have to make sure that whatever you do, you are passionate enough about it that you will still come back to it on your worst day.

You will still come back and do that episode consistently for your fans every single week or two weeks or whatever your cadence you pick.

But you got to make sure that you can commit to whatever that is, come hell or high water with the Business Development Podcast.

To this date, every single show is a brand new show.

Every single episode of the business development podcast, 253 episodes.

Every one of them is different.

You don't see that on a lot of shows.

There's not a lot of shows that can actually put that out consistently.

And I committed to that from the beginning.

And I'm going to come, like I said, come hell or high water, I'm going to work to continue to hit that cadence for you guys.

Number two, who is your show for?

Four, you have to define your ideal listener.

What are they struggling with?

What are they hungry to learn, feel or experience?

For instance, is your show for new entrepreneurs?

Is it for B2B sales pros?

Is it for people that are in the middle of a career change?

Figure out what your niche is?

What is the thing that your show solves?

Why is anyone going to listen to it?

And who are those people?

We have to define our ideal listeners.

Number three, what transformation are you offering to your listeners?

Are you offering them clarity, motivation, entertainment or tactical advice?

We have to define our value and what we're trying to offer so clearly that each episode delivers on this promise week over week, over week.

Guys, from the beginning with the Business Development Podcast, I wanted to educate and inspire the next generation of business developers.

Over time, the funny thing is that expanded into founders, entrepreneurs, and anybody who is responsible for growing business or is an entrepreneur.

Because as the show started to pivot and I started to get more entrepreneurial traction under my own belt, I started to share my lessons there too.

But the job has always been to educate and inspire.

I want to educate and inspire my listenership with every single episode of the Business Development Podcast.

That doesn't matter whether it's my solo episodes, that doesn't matter whether it's my guest episodes.

I tell all my guests the goal here is to educate and inspire.

As long as we bring value, as long as we educate and inspire some people, we are on the right path.

What are you trying to do with your listeners each time?

What is your goal every time you step up to this microphone?

Define that and make sure you deliver it to your listeners each time and you will create success over time.

Give them something great and make them want to come back for more.

Number four, are you going to create a solo show, a guest show, or a hybrid format?

This might be a hard question for a lot of you getting started.

Because we always think when we get started that it's just me, right?

Like I'm just the one showing up to the microphone.

But you realize fairly quickly that if you have to come up with the content every single week all by yourself, take it from me, making content is flipping challenging.

Like I go into very, very long detail with these single one on one episodes.

Guys, these are the hardest episodes for me to make, believe it or not, guest episodes, I find them so easy because I love talking to people so I can write out the questions, I can learn their background and I can interview them quite easily.

It's actually these episodes, the Wednesday shows, that take the most amount of time.

Guys, this is like 10 pages of notes for this show.

I'm not kidding you.

This is one of like the longest episodes that I've ever handwritten out.

And it's because to give you guys all of the information to make sure that it's detailed, to make sure that I hit on every single topic, it takes a lot of thought and a lot of time.

And so my suggestion to you guys is if you're launching a show for the very first time, solo shows are probably where you will start.

But I think the long term benefit is hybrid because solo shows are really great for building your own personal brand authority.

If you're speaking about something that you know like the back of your hand, you're going to be able to speak to that really, really well over and over and over again.

But as you, as you start to expand down the topic lists into, let's call it 50, 100 episodes, you're going to find that if you haven't been doing a lot of growing and learning along the way, that you might be struggling to handle content because you're having to repeat a lot of content.

Right?

That's why I think a lot of shows go to an interview format and that hits on the next part.

Guest shows build reach and bring new energy to the show.

Right?

It's not just your voice every single week.

You can like mix in somebody else's voice.

You can talk about different things, maybe things that you are not an expert in.

Which for me is something that I love having my guest interviews because I get so many incredible people through here who have done a million incredible things to come and share their knowledge and their experience with you guys.

My vote, guys.

And you know, once again, depends on your show, depends on your dynamic.

Maybe you have a co hosted show like we do, Authentic hustle, me and Colin and Vijay.

It's a ton of fun.

I love co hosted shows, but you have to have the right co hosts, right?

You have to have people that are going to be dedicated to it, that are going to show up week over week, month over month, year over year.

That's not easy.

So I think most of you will probably start with a solo show and likely over time, maybe evolve into co hosts or maybe evolve into a hybrid model.

But in my opinion, a lot of my success with the business development podcast was having a hybrid model, being able to show up for these shows and educate and inspire you guys and then being able to speak to, you know, guest interviews, to backlog some shows into the future to kind of keep this thing rolling forward down the line.

Hybrid tends to give you guys flexibility that you don't get if you just go guest only or solo only.

It really is the best of both worlds.

Number five, how will your show be different?

Remember, you are your best competitive advantage.

The reality is you.

It's you that can't be replaced.

It doesn't really matter what you're talking about.

It's your perspective, it's your energy, it's what do you bring to the table every single week, what's your voice, your edge or your way of seeing the world.

If you can show up authentically you every single week, it doesn't matter what you talk about, it will be you.

It'll be your specific thing.

So don't worry about, like, how will your show per se be different?

It's going to be different because it's you, right?

Nobody can ever make the business development podcast in the way that I do.

Why?

Because there's only one Kelly Kennedy, right?

So there's only one crazy voice showing up, doing this for you guys every single week.

It doesn't really matter what I talk to you.

It's me.

It's me and I show up as me every single week.

You know, I said it in the very trailer episode of this show.

I'm using this space to show up authentically, Kelly, every single week.

And I've held to that since the start of this show.

And so if you show up and you're authentic and you're being yourself, sharing yourself, sharing your real self with the world, sharing your knowledge, it doesn't matter what you guys talk about, guys, you're going to do great.

Just remember, don't be somebody else.

Don't try to be Joe Rogan.

Be you, be you.

You are your greatest competitive edge here in podcasting.

Once you get clear on what kind of show you want to create, who it's for, everything else gets easier, guys, from the name to the artwork to the episodes themselves.

And now it's time to pick a name for your show that works for you.

The name of your podcast isn't just a label.

It's your very first impression, your search, visibility and your long term brand.

A name is absolutely critical, guys, to the success of your show and we are going to get into that.

Number one, clarity beats cleverness every single time.

Your name should immediately tell people what your show is about.

What your show is about should be in the name of your show, guys.

It really has to be, because you got to think about it from that searchability perspective, right?

Over time, if you have another brand, you can do weird things and name your show whatever you want and people will just follow it because you're whatever, you know, a celebrity or whatever, right?

But most of us, most of us regular everyday human beings, we need it to be easy to find.

We need our shows to be searchable and we need people to be able to search them based on the content of our shows.

Avoid obscure references, puns or vague themes unless you are already a known brand.

So once again, if you're a celebrity listening to this, you're already a known brand.

Great.

Name your show, whatever you want.

Tie your name to it.

People will search you and find your show.

But for most people, they need the title of their shows to reflect what it is they are going to bring every single week.

Whether it's the value proposition, whether it's the topics they speak to, whether it's their area of expertise.

Make sure that that is in the title of the name for 99.999% of us, because that is how you will be found.

My show, the business development podcast is like, honestly probably one of the greatest examples of this, guys, of a name that drives long term success.

When I was naming the show, I actually took inspiration from one of my favorite podcasters, Jim Harold.

If you've been listening to this from the beginning, you guys know I'm a bit of a paranormal nerd.

I love paranormal shows.

So I've listened to like Jim Harold's Campfire, the paranormal podcast, listened to Scared to Death with Dan and Liz Cummins, quite a bit.

Those are great shows, by the way.

Nothing to do with this show, but if you like paranormal stuff, they are incredible, incredible shows and a ton of fun.

But the point is, is that there's one thing specific that I noticed when listening to Jim Harold.

A lot of his shows are just on the money.

And so for instance, he'll put his name and things now, but one time he didn't have a name and the show that he made back then was called the Paranormal Podcast.

Right?

And sure, this is like back in 2005 or something.

So it was a long time ago.

There wasn't a lot of podcasts at that time.

But there's something incredible when you name your show the Paranormal Podcast or the business development podcast.

The moment when I knew I had to move forward with this podcast was when I did the domain search and the main search for business development podcasts and realized that nobody had done this.

Nobody had taken the name the business development Podcast.

It would be like nobody taking the sales podcast or whatever, right?

It's the one the Paranormal podcast does.

Incredible.

Because when anybody searched anything paranormal, period, his show came up.

Whenever somebody searches now business development or a business development related topic, guess what comes up.

The Business development Podcast.

From like nearly the beginning of the show, guys, I was getting messages at like 20 episodes saying that the first time I searched anything business development, your show came up even though it only had like 20 episodes, it had to do with the fact that the algorithm picked up that it was the one.

So there is a lot in a name.

There is a lot in making sure that your name is tied to what it is you are talking about.

Okay, Jim Harold had the Paranormal Podcast, I wanted to have the business development podcast and that is what ended up happening.

So I followed that model and by naming my show the Business Development Podcast, we instantly positioned ourselves as the authority on the topic.

As far as Spotify or Apple podcasts and stuff was concerned.

They just said, oh, that's the one we're going to, we're going to promote that one.

As a result, like I said, Apple, Spotify, they ranked as high in search for anything.

I think we showed up in spot one or two for anything searched business development after that point right up to today.

So the name did all the work, guys, before anybody even hit play.

And so to anybody who tells you there's nothing in the name or the name of the podcast doesn't matter, that's not true.

It's simply not true.

I think a lot of this success we've had on the Business development podcast through a lot of organic growth.

I think probably most of our growth, even though we've paid for ads and done all that stuff over time, I think most of our growth on this show has come from people hopping on Spotify, hopping on Apple podcasts, simply typing business development and having our show pop up first.

Because it is the business development podcast.

There is a lot in the name, so you must think search first, not just brand first.

It doesn't matter what your brand is.

You have to reverse engineer this from the search.

What are your listeners going to be searching for when they find your show?

If your show solves a problem, say it in the name.

Ask yourself, what would people search for when they find my show?

What are the search items?

Are they searching your area of expertise?

Are they searching something funny?

Try to think, what would my listeners search for when they're finding me?

If someone types your show topic into Apple or Spotify, would your show come up by the name only by the name, only by the search only.

I know it's not the sexiest way to make a title for a podcast.

I get it.

I get that there's going to be lots of scenarios where you might not want to do it this way.

But let me tell you, organic growth for your podcast is probably going to be one of the greatest force multipliers for you over time.

And if you can set up the name just right, if you can find that niche name that people are going to be searching for when they find you, it's powerful, guys.

It's powerful.

Don't underestimate the power of your name number four.

So your dream name is taken Now.

I totally get this and this is frustrating because I've searched up other podcasts later on that I've wanted to try to start or something I want to do and realized, oh my gosh, like a lot of these names are taken.

Okay?

Not the end of the world.

Get creative, not complicated.

Simply add a descriptor at the beginning or the end of the name.

So like for instance, if you want to be the sales show, be the master sales show or sales show decoded, or the authority on sales or sales insider, right?

Avoid long or hard to spell words.

The shorter the better.

And this is true, guys.

Don't have that like super long podcast name one.

You're gonna have to have small print on your podcast cover art, making it hard for people to see what the hell your podcast is called.

It's not gonna show up well in directories.

You want to try to have as short of a name as possible.

I think the business development podcast is probably the longest pod that you would go with.

The only way it works for me at that length is the fact that it shows up as the one.

Right.

It's the business development show.

If you're coming up with a different show that doesn't have that going for it, try to figure out how can I point them towards what my show is while still keeping that name short and tight.

And like I said, it's like almost anything in marketing.

The shorter you can say it, the better.

Okay, so at this point, I'm assuming that you have found a name idea that you're playing with, or maybe two or three.

That's great.

We're on track.

The next thing that we have to do is we have to check the domain availability.

Okay.

We need to check both domain availability and other podcasts that have similar names.

Right.

There's going to be lots of shows, guys out there.

There's 4 million or 5 million podcasts at this time.

There's going to be a lot of shows that just, you know, winged it from the beginning and they launched their show without checking anything or without buying the domains.

Okay.

Make sure that we are just searching the names of our shows and trying to understand what the shows are, and make sure that there isn't a show with your same exact name.

Okay.

It can be close, but make sure it doesn't have the same exact name, because that's going to make it really, really hard for you to launch your show if there's already a show with the same name.

Okay, so what we want to do in the beginning is we want to come up with some name ideas.

We want to do kind of a quick search.

Just make sure there's not an exact show under that name, and then we want to hit the domains.

Okay.

When we hit domains, what we're searching for is just to see if the dot com is available for the name of the podcast we want.

Okay.

The thing with podcasts is we need to own these domains.

It's kind of the credibility factor that it's yours, in my opinion.

So, number one, we need to secure the dot com before you commit to the name.

If you can't get the dot com, don't get it, don't get it.

Find another name that's close that you can absolutely get the dot com for.

Your domain is your home base.

Even if you're not building a full site, immediately lock it in.

You will need that domain later.

Podcast discovery happens everywhere.

You need a central place to direct listeners.

It's funny now because there's like multiple places that I direct listeners, but I still have the business development podcast website.

Number two, use tools like GoDaddy, Namecheap or Google Domains to check your domains.

So whatever you like.

I always use namecheap works for me.

Used it from the beginning.

But you can use GoDaddy or Google domains, whatever you like, to check your domains.

But just search the name, the full name of your podcast and just check to see if that domain is available.

You want to use the full show name and you always want to confirm that the dot com is available.

And when it is and you're happy with it, buy it.

Make sure that you also grab an alternate or two as well in case your main name is a bit long.

Right?

If you have a super long podcast name or something along those lines, you probably don't want to havethe whole name dot com.

See if you can find some shorter abbreviated, where it still makes sense.

Still buy the full name in the dot com, but maybe buy yourself one or two more domains that are shorter in case you decide to go with that instead.

Instead.

And number three, like I said before, before you lock in on the domain and name, you have to make sure that nobody else has already started the podcast with that name.

Okay.

And it's not as easy as the domain you have to search.

You got to go to like some podcast directories or something along those lines and you want to just search the full name.

Take note of the shows with the name or a similar name.

If there are shows with similar names, will your show stand out or get buried by them?

So my point is, if you're like, if you're looking for a very specific show, maybe it's sales.

Sales is a great example.

There's literally hundreds, if not tens of thousands of shows.

Make sure that your show isn't going to get absolutely buried because the name is so close and there's like 100 other podcasts with a very similar name, you might want to find something else to differentiate yourself a little bit.

Number four, when you're looking at other competing podcast yours, try to learn from them what's working for them and what isn't.

Can you bring a cleaner voice, a niche angle, or a fresher energy?

Right.

Sometimes it's just showing up saying the same shit but with a.

With fun energy.

Right.

I think I'm a prime example of showing up and just trying to be fun and having a good time with it each week that's really grown over time.

I know.

I get a lot of comments saying like, I love showing up and hearing your positive energy.

I love your energy.

I love the way you show up to this show.

Right?

A lot of making a show successful is how you show up to it.

Week over week, month over month, year over year.

Don't worry if there's a hundred sales shows, right?

Be yourself, show up with energy, show up with excitement, show up as you and you can teach the same topic.

And maybe the way that you teach it is better than everybody else that is possible.

And number five, why does all this work matter so much?

Okay, if you grow, sponsors, listeners and media will start to type your name into Google.

If someone else owns the domain or has a show by the same or a very similar name, you are building their brand, not yours.

You have to have to have to have at least enough of a differentiator that if people are searching you, they're finding you and your show, not a competitor's show.

Once you've locked in a name and claimed that domain, you're not just starting a podcast, guys.

You're building a brand with a secured future.

Okay?

No one can take that from you.

Once you own that domain, you secured the name.

It is yours.

Now that you got an idea and a name, it's time to make your podcast cover art.

Remember, visual appeal is everything in business development and marketing and podcasting is no different.

Your cover art is your first impression with your listener.

Let's make it count.

Number one, your podcast cover art is your literal billboard.

It is your 20 story podcasting skyscraper guide guys in crowded platforms like Apple and Spotify.

Your art is what stops people from scrolling and makes them notice.

It needs to be bold, clean and easy to read, even on a teeny tiny phone screen.

Listen.

Probably 80 to 90% of my listens guys come from a mobile device.

I do not think that you will be any different.

Number two, specs matter.

Your artwork needs to be 3,000 by 3,000 pixels.

That is the standard for podcast cover art.

It needs to be JPG or png.

And most platforms also need the final artwork to be 2 megabytes or less to let you upload it.

Keep the text minimal, use strong contrast and feature the name of your show prominently.

And avoid too much clutter.

You don't want it to be too busy.

Number three, use professionals when possible.

I used Fiverr to create the artwork for the business development podcast and the result guys led us to become a leading show in the space.

A solid designer knows how to balance brand personality, visual Clarity and platform requirements.

You know, it took a lot of back and forth to get this thing right over time.

It was not the easiest process to get this done over fiverr, guys.

But, you know, over time it was good enough and it did what I needed it to do.

And like I said, ultimately it's taken us a long, long way.

Will I get my cover art redesigned one day?

Probably.

We're kind of at that weird point where the show has been around a long time now.

We're coming up on our third year this February, and I think probably by then I'm going to start to look at a probably an updated cover art.

I'll still keep, I think, the same kind of format and idea and fun to it, but I think I am ready for a bit of a refresh to both the intro outro.

We're going to get into that in a second, but to both my intro outro and to my cover art.

But just think about it.

From that standpoint, the COVID art really does matter.

It is that thing that makes people stop and try your show.

Especially when you're searching for new shows on Apple podcasts, Spotify, something along those lines.

They are going to ultimately be scrolling through shows that are similar to whatever they're listening to.

And if the COVID art resonates, they're going to stop and take a look at it.

Remember, too, we need to make sure that we keep it on brand.

Okay?

Choose fonts, colors, and imagery that reflect your show's tone and vibe.

If your show is bold and in your face, the design should be too.

If it's calm and reflective, reflect that in the aesthetic.

Number five, look at all the top charts for inspiration.

So try to figure out.

What genre does your show fall in?

Is it comedy?

Is it entrepreneurship?

Is it business?

Is it true crime?

Where does your show fit?

Then search your country or United States or wherever you're at.

And then type in top charts, true crime, top charts, entrepreneurship, top charts, comedy.

And I want you to start to study the shows in that category.

What stands out?

What's forgettable?

What do all of the shows in the top 10 have in common with their cover art?

Okay.

You will see patterns.

Mark my words on this.

You will see patterns.

And remember that simplicity wins out.

I think you'll find that some of the leading shows, they're very simple artworks, right?

They're simple, but it's easy to see who they are and what they do.

Number six, consider how your artwork will look on social media, websites and merch.

A strong design works everywhere.

When it comes to podcast cover art, don't settle in podcasting, people do.

Judge the book by its cover.

Next, it's time to set the vibe for your show.

From day one, it's time to design your intros and outros.

This part's fun guys.

Your intro and outro aren't just filler.

They set the tone for your show.

They make your podcast a winner before you even say a word.

Number one, your show's vibe is everything.

The intro is your opening anthem and the outro is your lasting impression.

From the very first second, listeners should know what kind of energy your show brings.

Use music and voice that reflect your brand.

Is your show high energy and bold, cool and conversational, inspirational and reflective.

Match that vibe with music, pacing and voiceover tone.

Our intro is about one to one and a half minutes long and from the beginning we wanted to build a bold rock themed opening that would instantly tell listeners this isn't your average business show.

I hired a producer on Fiverr to write and produce a custom intro and outro before I even produced a single episode.

Guys, I had my intro and outro ready before I recorded anything.

Not even the trailer that set the tone for the entire show.

And people still comment on how strong it sounds even though we are probably due for an update.

Like I said before, it has become part of our brand and as you know, as my rock stars, it really has become part of the business development brand, hasn't it?

Structure Tips for your intro, you always want to introduce the name of your show, give a short value pitch of what they will learn or experience or why they should listen to you.

Make sure that you use your name and add music that fits the mood and sets the tone for your show.

Your outro strategy?

Use it to reinforce your brand and give a clear next step.

Thank listeners and invite them to subscribe, leave you a review or direct them to your website.

Always make sure that your music is royalty free or properly licensed and this is why outsourcing this guys is valuable because if you outsource it on Fiverr or to any production company, they are going to make sure that they get that music licensed for you so you don't have to worry about that.

A strong intro and outro make your podcast instantly recognizable and memorable.

Invest in that sound.

It is part of your brand.

That takes us to the end of podcast playbook part three guys.

Next week on podcast playbook for part four we'll map out your release plan, show four format and how to build a 50 episode roadmap that keeps you consistent.

But more importantly, we're going to talk about the mindset it takes to succeed when the excitement fades and the real work begins.

Once again, guys, thank you so much for listening to this.

I hope you're finding a ton of value in the Podcast Playbook series so far.

I am having a ton of fun with it and I really do.

I hope you guys all launch incredibly successful podcasts from this.

It is last call for the July 15 Business Development Mastery Accelerator.

Our Builders class kicks off next Tuesday.

You can still join.

There are still seats available.

Kelly Kennedy, official.com click on business development Mastery Accelerator and join our Builders cohort starting on July 15th.

I promise you guys it is the best 999 bucks you will spend all year.

We are going to teach you guys full business development process, personal and corporate brand building strategy in six weeks.

There is a class once per week, Tuesdays at 11:00am Mountain Standard Time.

I can't wait to see you there.

DM me if you have any questions.

Happy to help.

Also, if you guys follow me on LinkedIn, you guys have likely seen over the past month and a half quite a few posts talking about our new community, the Catalyst Club.

The Catalyst Club is a community for you guys, our rock stars.

If you're involved in growing business, if you're a leader, if you're an entrepreneur, a founder, a business developer, our community is for you.

Something has come up over and over again here on the Business Development Podcast.

And what is that?

It's that leadership is lonely.

It's the community can be hard to find as business developers, as founders, as entrepreneurs.

And it's hard at the top.

It's hard to lead.

And so we created a safe space, the Catalyst Club.

And you guys can come in there, share your problems, share your wins, and support each other in a group of peers, in a group of people who actually understand who you are and the struggles that you are dealing with on a week to week basis.

On top of that incredibly supportive community, we have four events at this time each month.

That is an event each each week.

Guys, these are massive, massive events.

Typically you would pay probably $100 at least per ticket for one of these events.

We're charging $29 per month for Catalyst Club.

There's no commitment required.

If for whatever reason you have to leave, you leave.

But guys, I am going to build the greatest business community on the Internet and I want you guys to join me in it.

Like I said, four events per month.

An event per week.

We have coffee with Rockstars which is a place to show up, introduce yourself and just share yourself with the world.

It's incredible.

We have breakthrough moments pretty much every single coffee with Rockstar.

So far we have unplugged Q and A. Unplugged Q and A is just that.

It's a Q and A experience with me and other coaches who are in the room to be able to help support you with your business challenges, your business development goals, your podcasting goals, whatever you need, whatever questions you have, you can come in there, you can share and you can get answers live real time.

We also have something called Catalyst Sessions which is basically an expert comes in and gives you a lecture on a topic that will help you personally or your business.

And last but not least, we have Catalyst Workshops, which is just how it sounds.

We are going to workshop with you to help you achieve more.

Now keep in mind, I get asked all the time, is this in person?

Is this virtual?

This is a virtual community, guys, because we have a world of wide audience, it doesn't matter where in the world you are, you will be welcomed inside of the Catalyst Club.

Trust me on this guys.

Join us.

For $29, I bet you won't be leaving and I can't wait to see you Inside Shout outs this week.

Vijay and Swami Nathan, Gary Noseworthy, Rudy A. Zacharias, Colin Williamson, Ben Wise, Isa Montalvo, Mike Hayes, Andrew Thames, Julian Weiss, Asif Ahmed, John Wang, Hong Ashish, Sandhu, Rose Gamari, Colin Harms, Daveed Henriques Elise Victor, Nate Simpson, Mario Hernandez, Tatiana Zamettalina, Yanhanat Kapil Calra, Zach Rayani, Sean Saligumba, Chris Nowak and Amy A.

Until next time, you've been listening to the Business Development Podcast and we will catch you on the flip side.

This has been the Business Development Podcast with Kelly Kennedy.

Kelly has 15 years in sales and business development experience within the Alberta oil and gas industry and founded his own business development firm in 2020.

His passion and his specialization is in customer relationship generation and business development.

The show is brought to you by Capital Business Development, your business development specialists.

For more, we invite you to the website at www.capitalbd.ca.

see you next time on the Business Development Podcast.