Listener Feedback and Questions

Joe Casabona: Hey everybody, and welcome to How I Built It, the podcast that helps small business owners create engaging content that drives sales. Each week I talk about how you can build good content faster to increase revenue, and establish yourself as an authority. I’m your host Joe Casabona. Now let’s get to it.

Hey, everybody, and welcome to what I believe is the first feedback show for How I Built It. I’m really excited about this. The show has been going almost 300 episodes at this point and I’ve never really done a good job of calling for feedback. So I’m excited to do this. I got some really good questions I’m excited to answer.

I’ve also got a couple of reviews that I’ll read. One good, one bad, and kind of how I’m addressing that because the reviews are super important. So I’m excited about that.

This episode is brought to you by LearnDash, WP Wallet, and Nexcess. You’ll hear about them throughout the show. All of the show notes and a transcript will be over at streamlined.fm/265. And with that, let’s get into it.

Though I guess I should tell you that I have a new newsletter out. It’s a free newsletter on podcast tips. You can find it at getpodcast.tips. You can also opt-in at the show notes page, streamlined.fm/265. If you want actionable advice to grow and monetize your podcast, I think that this is a really good newsletter. It’ll help you publish consistently, grow and monetize without burning out.

This is my first of three podcasts, all of them are sponsored, and all of them have been sponsored since day one. My podcasts account for 50% or so of my income. So I’ve been able to grow and monetize these podcasts. And I want to show, I want to tell you everything I know. They’ll be delivered Tuesdays and Thursdays at 7 a.m. Eastern time. So you can sign up completely for free at getpodcast.tips.

Okay, now let’s get into the feedback show.

We will start with the reviews since they’re directly related to the podcast itself. And I should say that I’m not going to read every review. I’m going to read the reviews that have come in recently within the last month or so.

So first, I’ll start with the good five-star review from Amber Hinds, listener, Creator Crew member, and guest of the show. “Joe is incredibly friendly and has a very welcoming and authentic voice. He has experienced guests who share great insights about marketing and growing businesses. I listen to every episode and frequently send them to clients as well.” Amber, thank you so much. I really appreciate it. That’s some great advice to anybody listening. Send these episodes to your clients, your customers if you think that there’s going to be good insight for them.

But then there is a review from… I’m gonna say Skottle. I think it’s Skottle. Two stars. “Just too many ads, not enough content.” It’s kind of long. It’s multiple paragraphs. I will pick and choose. He said, “Like another reviewer said, I totally understand the need for podcasters to hustle and promote themselves (and others) to make a living. But this has gone too far. He starts the show with a few ads…” I would argue that it is one ad.” “Then does an intro of the person briefly, but then cuts to a “members only” plug.” It’s not an explicit plug. I just kind of mention that there is a members-only portion.

“Talks about the most surface level content with his guest for a brief few moments, then sometimes swerves into another plug or ad. I found myself aggravatingly having to keep the audio scrubber up constantly to keep jumping 30 seconds so I could find the “meat” of the content. There’s a balance to content and ads, and I don’t think the host has found it yet.”

Now, I have a sneaking suspicion that I’ve gotten a single other review like this. And usually it’s when I put four sponsor spots in an episode. And I’ve only done that twice maybe because I oversold and I tried to pick longer episodes to include that in the like it’s not unheard of to have four sponsor spots. But I hear you Skottle.

I take this feedback to heart. When people write in, if I’m going to encourage people to write in and provide honest feedback, then I need to do something about it. I can’t just write it off as like, “Well, you don’t understand.” Right?

I have a few pre-recorded episodes that are scheduled out after this episode. But I will be experimenting a little bit more with the ad to content ratio. Also in more recent interviews, I’ve stopped asking the question, “Who are you and what do you do?” I try to include that kind of setup in the intro now so we can get to the meat more quickly, because I totally hear you on that.

Honestly, I was a little bit worried about adding the extra pre-recorded “join my mailing” list CTA. So that’s an experiment that, on top of the bad feedback, that I got here. I don’t think is converting very well. I know I just did like a quick one at the beginning of this episode, but I think I probably will rework that a little bit. I’ll still have the call to action be join the mailing list, but it won’t be a completely separate ad anymore. So Skottle, thank you for your feedback. It is received, it is heard, and I will be making adjustments.

Also, I’ve since put in a better system in place to not oversell episodes. It was kind of like last minute that I realized I hit oversold because I had overlap and one client hadn’t paid but I booked their spot and then another client or another sponsor did pay. So I overbooked that spot. That was on me. That was a process failure. I do still have those from time to time, especially as the show grows, and I get more organic outreach from sponsors, which has been happening. Thankfully, more sponsors have been reaching out without me having to do the whole sales stick.

So thank you, Amber and Skottle, for your feedback. Amber, I appreciate and Skottle you are heard and I will be making changes based on your feedback because I have a sneaking suspicion that other people feel the same way. Again, I’m not getting that many newsletter signups. I don’t think at least. I’ve gotten some inline signups but I don’t think I’m getting as many to kind of warrant an extra 30 seconds or 60 seconds spot.

I mean, the other part of this is that I have cut back… I was doing like two or three-minute ads and I’ve cut them back to pretty much a strict minute. So that is all of everything I have to say about that feedback.

And now let’s hear a word from our first sponsor.

Sponsor: This episode is brought to you by LearnDash. Look, I’ve been making courses for a long time, I’ve taught at the college level and I’ve created curriculums for several different organizations, including Udemy, Sessions College, and LinkedIn learning. When I create my own courses, there’s no better option than LearnDash.

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Joe Casabona: All right, so we’re back. Let’s get into some of the feedback or some of the questions, I should say, that I’ve gotten. So the first one is from Jaren. He asks or she asks… I’m actually not entirely sure what Jaren prefers. It’s J-A-R-E-N. Let’s see. Jaren, he prefers, he asks, “Is there a formula for success? And if so, what is it?”

I think this is a really interesting question. I’ll say I think that it depends on the kind of the creator you want to be and what your goals are. Some would say I’m not successful because they don’t make millions of dollars but I make enough to support my family and spend time with my family when I want to.

I do more than make ends meet. I mean, we’re not living paycheck to paycheck, and so we can go on vacations, we can pay for those extra things that come up with… which increasingly with three kids, a lot more happens to come up. So you need to define what success looks like for you and then define a plan to get there.

So, is there a formula for success? If your goal is to make as much money as possible, if you’re single and in your 20s and you have no other obligations, then yeah, put as much time as you care to put into your business. I did that all the time. You know, I would teach at the University of Scranton, and then I would come home and work until like 1 or 2 a.m. on my own side stuff. That worked for me.

As I became a family man, as I got married and had children, that works less for me. That’s why I went out on my own in the first place is because I was unable to manage a full-time job, my side hustle as it was at the time, and family life. One of those things had to go. And I took a risk and I bet on myself. And it’s working out.

And yeah, I’m not making as much money as possible, I’m not traveling to every conference I possibly can to shake hands and network and meet people because of my family obligations. But I do have systems and processes in place to support my family and to spend time with them when I want. So that’s my formula for success.

Maybe that’s a vague answer, but it’s really going to look different for everybody. I’m not a big fan of the hustle culture. I don’t think that it works out for anybody in the long run. I think that just giving blanket advice to people without understanding their life situation is advice that really can’t be taken by people.

For example, I read a couple of years ago somebody asked Tim Ferriss how he stays productive and is so successful. And he said that he wakes up every morning and… I think it was two hours of silent meditation. And, buddy, that is, especially if you have kids, the least relatable advice you could… It’s not relatable and it’s not feasible, especially if you have kids.

Because if I wake up before my kids, I’m lucky to get 20 minutes before one of my children wake up. Granted, that’s like my baby now. As she gets older and becomes a toddler, all the kids will be in their rooms until seven and I’ll have a little bit of margin. But I’m not waking up at 5 a.m. to meditate. I still wake up at like 5:30 but I shower, I have a coffee, I read a little bit and then all of a sudden in the morning is gone.

So I can’t extol success advice without knowing your life situation. But I think that you need to think about why you’re doing what you’re doing, what your goals are, and then map out a plan. I’ve been saying on the show a lot that content creation is experimentation. So experiment. Do a little bit of work, try a couple of things and see what is working best for you. So, Jaren, that’s my advice.

All right, we’ll do one more before the next break I guess. Or maybe two more. Chris asks, “I come from years of using Squarespace…” Oh, this is… Shout out to Chris Black. I believe this is the same Chris Black who attends my live streams, which you can find over casabona.live. So shout out to Chris. Thanks for writing in. “I come from years of using Squarespace but wanted more control over managing a members area on the site with subscriptions. Curious what the best but simplest solutions are with WordPress.”

Now, full disclosure here, the tools I’m going to mention have or are currently sponsoring this podcast. But one of the great things about these sponsors is that I actively use them in my own websites.

So my favorite is Restrict Content Pro. I think it’s an elegant, clear solution that’s easy to set up, implement, and is quite affordable. There’s a lot of add-ons, but at its core, it gives you a payment gateway, it gives you the ability to define different membership levels with prices and renewal rates. So it has kind of those important features. And then you can basically paywall, posts pages, or categories. So if you have a members-only category that will automatically get paywalls if you set it up as such with Restrict Content Pro.

I think that is the best and simplest solution for WordPress. That’s what I use for my Creator Crew membership before moving to LearnDash. And the reason that I moved to LearnDash to manage my entire membership is twofold. It has built-in control over the courses, of course, so I could… which you could do with Restrict Content Pro, but this is native in LearnDash. I try to include as few tools as possible.

With LearnDash, they recently—I guess within the last year now—added membership support. That’s what I’m using to manage the memberships. LearnDash also has Zapier integration, which the last time I checked Restrict Content Pro did not without the help of the Uncanny Automator plugin, which I’m also a big fan of but they haven’t sponsored the podcast. But if you want to, I’ve got some openings coming up. So I think LearnDash is maybe a very good solution if you have courses especially. It’s not the simplest. I think Restrict Content Pro wins for simplest.

Okay, next up, Shelby. Let’s check the time. How are we doing here? Yeah, great. Shelby asks, “How did you start? What was your greatest challenge?” So I’m going to answer this twofold. This question came from somebody who kind of knows me from both the WordPress space and the content creation space.

So if we’re talking about WordPress, my friend, Steve Mikash—shout out to Steve Mikash—introduced it to me in 2004. I basically said I want to build a content management system and he asked if I had heard of WordPress. WordPress was only a year old if that, at that point.

My biggest challenge then was finding good learning resources to do things the right way. Case in point, about eight years later, I wrote a book on how to build WordPress themes and I used a method that I believe, throughout the writing process, it became known that this particular method using a function called query_posts was frowned upon. I actually got feedback that you should never ever use that. So back then it was hard finding good learning resources. That was my biggest challenge. Now I’m happy to say I have contributed to those learning resources.

As a podcaster or content creator, I know that “just start” is kind of a lame answer, but it’s the truth. You can talk about wanting to start a podcast or wanting to start a YouTube channel all you want, but it’s just talk until you actually hit the “record” button. So I think the biggest challenge starting is actually starting. It’s mustering up the courage and the energy to talk in front of a microphone.

It’s a little easier for me because I was in drama club growing up and I’m generally a good public speaker, I enjoy being in front of people. So getting in front of the microphone is an easy thing for me… Easier, I would say, than a lot of people.

But then there’s like the editing and the tech side of things. So it can be hard. I think the biggest challenge for me now is not falling into the trap of I need to publish every day. I have a lot of different properties and I have stakeholders for some of those properties. So I feel like I need to constantly put out content. And as you’ve been hearing on the show in recent episodes, quality is better than quantity. And that rings true for me, too.

I was pumping out a lot of content and going like, “How comes no one’s joining my list? How come no one’s buying my membership?” I think I’m putting out quality content on this channel on this podcast. But again, my other properties, my other content areas are suffering a little bit. So I’ve decided, hey, I don’t need to publish every day or every week. I need to publish when I have something good to publish. So I think that’s my biggest challenge now is figuring out what the good content to publish is, and then just making sure that I do it and I do the best job that I can.

All right. With that, let’s take our next sponsor break.

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Joe Casabona: Okay, the next question comes from Brandon. “What is the fastest way from zero to 10,000 fans across platforms?” I think maybe loosely speaking I have 10,000 fans across platforms. But I would say start with one platform, the one where your target audience hangs out and start with 100 fans instead of 10,000 fans.

This is really important. Start with one platform and make it the one where your target audience hangs out. If you’re going someplace where… I’ll put it to you this way. If you’re selling baseball paraphernalia, you’re probably not going to go to a Dungeons and Dragons convention. Stereotypical maybe I know people who play Dungeons and Dragons and like baseball, but you’d be much better off going to baseball stadiums where you know that there are baseball fans.

So start with one platform and make it the one where your target audience hangs out. This is going to take a little bit of research, right? Maybe creators are hanging out on Twitter or YouTube. But maybe people in the arts and crafts field are hanging out on Pinterest. So you want to be where they are. And start with getting 100 fans.

The way you get 100 fans is by tweeting out or publishing helpful information for free. Case in point, at the top of the show I mentioned a new newsletter I have. On the day before it started, I tweeted that I was starting a new free newsletter and then like five takeaways that you’ll get from it. And that tweet got 34 people to sign up for my newsletter. And up until now, it’s been the best single day signups for me. I haven’t been doing a very good job of having targeted email newsletter signup call to actions.

First, I learned that a lot of… You know, I’ve been getting involved in podcast Twitter, for example. Twitter has these nests (no pun intended) of communities. So find those people. Follow people in your niche, and then tweet helpful things or publish helpful things on whatever platform.

Once you get those 100 fans you can encourage those people to help spread the word. If they’re true fans, then they’ll just spread the word anyway. They’ll tell people what you’re working on. They’ll retweet you, or reshare, repin, or whatever.

And no matter what platform you’re working on, definitely build your email list. Because your email list is the place where people will have a direct line to you and you’ll have a direct line to them. If the Twitter algorithm changes tomorrow and deprioritizes outbound links—which people say it does already. I don’t know how true that is. I haven’t done the research on it—you’re gonna want a way that you know people will see what you’re creating. So build your email list no matter what. But pick one platform, the one where your target audience hangs out, get 100 true fans and it compounds from there.

All right, the next question is from Creator Crew member, Beth. She has two questions, it looks like. One, “Is the Stream Deck easy to set up?” And two, “Specifically how do you use it day to day? What features are you primarily using?” Because she’s not really sure that she needs it. But she said, “But I do seem to fumble a lot when switching things around. The struggle is real.”

So this is a great question because I have a lot of resources around it. And I will link all of these in the show notes, which you’ll be able to find over at streamlined.fm/265. Howibuilt.it/265. I’ll have my live stream kit, I’ll have my Stream Deck blog post that has the most up to date configuration of my Stream Deck, I’ll link to a YouTube video that shows how I’m using my Stream Deck, and then I will also share a blog post for specific use cases for launching apps using keyboard Maestro.

But the short answer is I use my Stream Deck for launching apps that I commonly use, like Craft, Airtable, ConvertKit, and Descript as well as home automation controls. So lighting, you know, how my main lights change color temperature, how my Philips Hue lights change different colors. Then I’ll use it for all of my videos live or not for overlays and switching. So those are the main things.

I mean, looking at my Stream Deck right now, I do have a pretty nifty automation that will kind of set up my podcast workspace. So will open all of the apps I use, open the URLs I use and then arrange the windows for me. So that’s maybe the most advanced one I have.

But then I have one that executes an apple shortcut to quickly jot down an idea, a shortcut to open my How I Built It Air Table base, open my writing area and craft, turn my office lights on and off, open my dashboard in craft, open LinkedIn Learning because I’m often searching there, start a blog post, start timers, zoom and mute and a couple of other things. So I use it for all sorts of things, but primarily opening and closing apps and doing some home control stuff I think is how I can categorize those things.

Now that shortcuts has come to the Mac, I am adding more of those especially because my new computer is an apple silicon computer. So I feel like I have kind of access to more stuff that has good shortcut support. And actually, I have one for time tracking but I also have one for setting my “in the booth” focus mode, which is in the LinkedIn Learning booth. So it will turn off all notifications from everyone including my wife because she knows when I’m in the booth I can’t really be disturbed. It’ll start my LinkedIn Learning course time tracking timer, and it’ll turn my recording light red. So you know, stuff like that, really cool, and things I really like.

I have a question here from… I don’t have the name. I don’t know if this is still Beth but we’ve changed directions. So I’m sorry to whoever sent in this question. I haven’t recorded your name. But it’s a question about audience engagement. “I have about 4,000 downloads at the six month mark, but only half a dozen contacts with listeners’ emails or calls. Maybe things are different than on YouTube.”

So I totally understand that. When it comes to audience engagement, it’s tough because there’s no easy mechanism like on YouTube or even a blog, I can’t say “leave a comment on this episode,” because every podcast app is going to do different things. So you need to make the action you want your listeners to take crystal clear.

You can have a landing page with a form or you can use a tool like ZipMessage. One of the struggles for me is that I haven’t really done a clear call to action to engage. What I should do is change my show notes simply a little bit, to have a button to reach out via ZipMessage—that’s my preferred tool—and leave feedback or write on the show notes page so that it’ll show up in the podcast apps and it’ll show up on the episode page.

Also, be sure to mention this multiple times. And then you can also read feedback on the show to encourage people to write in. People love hearing their name. So they are more likely to write in and listen if you’re going to read their name. Which is ironic because I haven’t recorded the name of the person who wrote in this question. I’m really sorry.

If you need to, you can always repurpose emails you get or YouTube comments for podcast too. So if you want to encourage feedback more often, but you’re not getting it yet, it’s likely that somebody somewhere is asking you a question, whether it’s via email, or on YouTube, or just like in real life just say, you know, “This blah, blah asked me a question recently, I’d like to answer it.” And then you kind of get that social proof that people are asking you questions I guess.

And then when it comes to marketing, you want to do a couple of things. Have a website or at the very least a web page specifically for your show. And then capture podcast listeners where they are. Again, if you want more people listening, if you want more engagement, capture podcast listeners where they are.

Also, going on other podcasts, right? I think this is part two of the question. How do I market my podcast? Going on other podcasts is a great way to grow your show because you know, 100% of the audience is listening to podcasts. Or if you’re willing to spend money, you could always advertise in podcast apps like Overcast or Castro. I did that. I spent some money and I think I got about 100 new subscribers which was I think, really good.

So for audience engagement, make it crystal clear that you want people to write in, repurpose questions or emails you get from other places, do feedback shows like this, and then encourage people to write in by making the action super clear.

If you’re trying to market your podcast… I think something got cut off here. This is why I don’t have the name and this is why I don’t have the second part of this question, I guess. But “how do I market my podcast?” is the gist of this question.

So when it comes to marketing, you want to do a couple of things. Have a website or web page specifically for each show, and then capture podcast listeners where they are. So go on other podcasts that you think have a similar audience. Or if you’re willing to spend money, advertising podcast apps.

All right. So let’s take our third and final sponsor break and then we’ll come back and we’ll answer the last question and wrap things up.

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Joe Casabona: All right, we’re back. And the final question here is from Wassim. Wassim is a student of mine in Podcast Liftoff Course. “For your podcast, when you interview your guest, are you using video and audio for it so that you can see the person face to face? Or are you doing it audio only? What’s your feel and practical experience when it comes to video and audio versus audio only as far as making this decision?”

This is a really good question. I keep video on unless the guest requests it stays off. But I don’t record the video. This is important. I like having the video because I like seeing the person’s face. I like kind of feeding off of what they’re doing and saying. It also keeps me a little bit more engaged. If I’m just recording and maybe I get distracted by a website or notification or something, then I’m suddenly less engaged.

So I like having the video on. It gives me someone to look at. It kind of gives me visual cues for if maybe a question makes them uncomfortable. Maybe they go to say something but stop and I want them to be the primary speaker on the show—they’re the guest.

So I like having the video on. But if they request that it stays off, because they don’t want to be on camera, or because their internet is choppy—That’s usually what it is. The internet is choppy and they want to make sure that we get the clearest audio possible—then I’m not going to make them have it on. And I never recorded video because I don’t think it really adds much just watching two people look at their cameras or look at their screen with their camera on them. And I don’t think that’s helpful.

And then using Riverside.fm, full disclosure, they are a former sponsor of the podcast, makes all of this really easy. I use Riverside.fm for my own podcasts. They have great bandwidth control and can record audio-only or audio and video. I’ve tried a lot of these tools and none of them are as good as riverside.fm when they integrate video.

Gosh, I was using one yesterday that’s audio only. My friend Nathan Wrigley, who has been on the show before, uses it. I think it’s called Cleanfeed. I think it’s called Cleanfeed. And it’s it looks really interesting. Cleanfeed.net. So it pipes in both of your audio. They have a free account. I don’t know… it must be multitrack. Like they must include multitrack. I can’t imagine any podcaster would want to high quality audio access to the best codecs.

So I’m just looking at the page here. They have audio repair, multiple sources, higher bit rates. It doesn’t say if they make each track separate, at least with a cursory view. But again, I can’t imagine that they don’t. But there’s no video. It’s audio only. So if you want to do audio only, Cleanfeed looks like a good solution.

But I love Riverside. I think it’s got a lot of really good tools. I want to try their iPhone app or iOS app, because they claim that you can get really good audio with just the built-in mic. They must be doing some magic like Descripts sound source. But I haven’t tried that yet. Their sound source? Descript studio sound.

Now, practically speaking… This is the other part of Wassim’s question. Practically speaking, I don’t think video adds value to listeners for my podcast since it’s just a conversation. Having it allows me and the guests to feed off of each other but not recording it.

We can focus on the conversation and not worry about how we look on camera. That’s the other thing, right? When you’re on camera, you want to know how you look on camera. And I’ve had several guests go like, “How can I minimize me?” Because it starts off with like two boxes of equal size: you in one, the guest in the other. And they want to get rid of them because then they’ll be constantly looking at themselves.

And if I’m recording video, if they know a video is going to be released, then that will be the case no matter what because they want to make sure that they look okay for a public video. So the TLDR… TLDL, I guess, I have a video on unless it’s explicitly requested that I turn it off. I don’t record it, I don’t release it.

That is the last question for this feedback episode. I hope you liked it. We covered a lot of topics, right? Formula for success, simplest and best membership solution for WordPress, getting started, getting fans using the Stream Deck, audience engagement, and then kind of a practical question about recording interviews.

If you liked this sort of thing and you want to write in, head over to streamlined.fm/265. There will be a feedback button there. So you can write or record in, call in I guess, audio only, video or text. And if I get enough of these, I’ll do a dedicated show. But I’ll probably kind of interspersed these throughout relevant episodes. If I get enough, maybe it could be a segment every week. Ask Joe or ask How I Built It. Ask HIBI, I guess. Maybe I should come up with a hashtag for that. Now I’m just thinking out loud. But that’s it for this episode.

I guess my trade secret came in the “how did I get my start.” Just start. Get your reps in. Because the more you do it, the more comfortable you’ll feel. If you listen to the first episode of this podcast, I sound very nervous and timid. I don’t keep the conversation going. Luckily, it’s with a friend of mine, so it was a lot easier.

But the more I did it, the more comfortable I got, the more I realized I shouldn’t ask the same five questions. And I’m always growing. And that’s maybe the other trade secret is constantly reinvent or constantly improve and experiment.

All right, thanks so much for listening. And thanks to this week’s sponsors, LearnDash. WP Wallet and Nexcess. In Build Something More, I haven’t mentioned that yet, I’ll talk about my process for gathering this feedback. So if you want to know how it came in and how I recorded it, and a couple of behind-the-scenes stuff, then you can sign up for the Creator Crew. You can do that at the show notes, streamlined.fm/265. Thanks so much for listening. And until next time, get out there and build something.