Graham D. Brown helps corporate leaders find their authentic voice through creating their own podcasts and speaking on other people's podcasts. He is an entrepreneur, podcast host, and the founder of Pikkal and Co., an agency that produces corporate podcasts. Graham has hosted, guested on, and produced over 2,000 podcast episodes since 2014.
In this episode of The Storytelling Lab, Graham explains how to find your unique brand voice and make your podcast exciting and engaging for your ideal audience, even when your industry is boring!
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Have you ever thought about starting a podcast for your business but then immediately realized that you didn't know how to go about it?
And then pretty soon after that, you told yourself "Eh, there's too many podcasts today anyway, no one would listen to mine."
And then felt good about your (non)decision that you justified so easily, only to question whether you should start a podcast again in a month?
Well, I'll tell you: you are right. There are a lot of podcasts out there.
But you know what else there are a lot of?
Websites.
Email newsletters.
Social media channels.
Does that mean you shouldn't have those, either?? NO!!
But the days of recording an episode about whatever you want to, throwing it out to the internet, and immediately getting attention are over.
No one will listen to your podcast. Just like no one will visit your website, subscribe to your newsletter, or follow your social media. UNLESS... you have clearly shown them it will be valuable to them.
That's exactly what Graham D. Brown helps companies do.
Even if your industry is boring, you can make a podcast that is engaging and informative for your ideal audience.
And then they will listen.
I had Graham on my show to talk about how to do that.
Hint: It's not by emulating what you've seen others do or performing as some high-energy host if that's not who you naturally are.
Success with a business podcast is all about being authentic, finding your brand voice (and what's definitely NOT your brand voice), and speaking directly to your ideal audience.
Once you start thinking in those terms, you have to think from the perspective of your audience and it makes it a lot easier to consistently come up with content that is valuable for them. Instead of worrying about what will or will not be "interesting."
And what will always be interesting to your viewers or listeners are stories.
Stories of success. Stories of failure. Stories of change.
And if you lean into those authentic stories, your content will catch fire eventually.
"If you think about story, a brand is a story. And it creates an expectation of what that's gonna be like. And if it's inconsistent, something's wrong.”
Graham says that the baseline for corporations is fear. They worry about losing money, they worry about losing attention and they worry that things won't work.
And the opposite side of fear is authenticity.
What Graham and his company do is help pull business leaders out of that space of fear and into that space of authenticity.
If you have similar fears holding you back from starting a podcast (or creating any content), this is the episode for you!
Some of the highlights of our conversation:
The DOs and DON'Ts of podcasting for your business
How to make boring topics interesting for your audience
How to not feel forced to emulate other creators
Why authenticity is key to your success
Identifying your audience and speaking to ONE person
What vulnerability means in business
How to drop little bits of your personality into your podcast
The importance of consistency in your brand's story
As always, I hope you enjoy the episode!
Peace and Love,
Rain
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