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In this episode, I sit down with Jeremy Slate, founder of Command Your Brand, to discuss how podcasting is a powerful tool for public relations (PR) and building your brand.
Jeremy shares insights on how to leverage podcasts to reach new audiences, create valuable connections, and build authority in your niche. Whether you’re a business owner or a side hustler, you’ll learn the importance of getting on other people’s shows, not just starting your own.
Jeremy also discusses the rise of new media platforms like Instagram Live and YouTube streams and how they fit into the podcasting world.
Timestamps:
00:00 – Podcasts as public relations (PR)
01:13 – Thank you and call to action
02:32 – Introducing Jeremy Slate
03:43 – Jeremy’s unique academic background
05:43 – Command Your Brand and podcasting PR
07:14 – Rise of new media platforms
08:55 – Interactive engagement through live streaming
10:30 – The shift in metrics and FTC regulations
12:17 – The dangers of buying followers
13:02 – Why business owners should be on podcasts
15:49 – The importance of niche podcast appearances
17:48 – Providing value as a podcast guest
18:43 – The value of networking with podcast hosts
19:45 – Challenging opinions and building credibility
21:03 – How to connect with Jeremy and Command Your Brand
Jeremy offers a free resource at CommandYourEmpire.com to help you navigate the world of new media and PR.
If you’re looking to grow your business and get more visibility, be sure to check it out! – CLICK HERE
TRANSCRIPTS
Speaker 1 (00:00):
I see podcasts as a public relations action. I know not a lot of people see it that way. There’s other people talking about what we do as podcast marketing or other terms like that. And I think the thing you have to consider is going smaller will actually be more profitable for you. Where a lot of times people want to go bigger because
Speaker 2 (00:33):
Hello, my fellow rippers, this is Chris Miles, your cashflow expert in anti Financianal advisor. This show is for those of you that worked so hard for your money and you’re now ready for that money start working harder for you today. You want that freedom and cashflow. Now, you want that financial freedom where you work because you want to, not because you have to where you work optional today versus waiting 40 or 50 years and then die, right? We want that financial life. We want that freedom today. And then more importantly, guys, I know it’s not just about getting rich because for you guys, it’s about living a rich life because as you are blessed and you prosper financially, you have a greater capacity to bless the lives of those around you. Guys, thank you for tuning in. You’ve been binging, you’ve been sharing big shout out to those of you that’ve done that.
(01:13)
In fact, here’s a big ask for you guys, right? And it’s actually not even that big of an ask. It’s a little ask. This ripple effect could not be made possible without you guys, which you’ve put us in the top 1% of podcasts worldwide because of that reason. Let’s keep going guys. Let’s make this ripple effect. Bless more lives. I just want you to think of one person, just one person you think would actually enjoy this show. Invite them, send ’em a link to the, I don’t care if it’s Spotify or iTunes, or even if it’s just on YouTube, please share this show because this ripple effect blesses our lives just like it blesses yours. So please do so today. Alright guys, so I’m bringing on Jeremy Slate. So speaking of ripple effect, this guy is creating massive ripples in his life right now. He’s actually somebody I’ve known personally because we’ve actually hired him to get us on other podcasts with Command Your Brand.
(01:55)
But man, this guy’s got an interesting story because here’s the truth, guys, many people ask me like, well, how did you get to where you are? How is it that you were able to create that value, create that ripple effect? How is it that you’re able to learn these things from podcasting and even get on other people’s shows because I’m interviewed at least a hundred times a year on other people’s stuff. Well, guys, Jeremy’s got that secret and he’s got a secret of how you can actually impact people’s lives more without being a schmuck. So I can actually do it in a way where you’re giving value versus just trying to take value from other people too. And so excited to have him on here today. So Jeremy, welcome to our show.
Speaker 1 (02:32):
Hey man, I’m glad to be here. Can I be the anti schmuck then? Is that okay?
Speaker 2 (02:36):
Absolutely. It hasn’t been claimed yet, so you can go for it,
Speaker 1 (02:39):
Man. I’m stoked to be here, man.
Speaker 2 (02:42):
Totally. Now you’ve got an interesting background. First and foremost, you went to Oxford of all places and didn’t you actually majored in the thing that’s trending for some men right now and what was that?
Speaker 1 (02:54):
So when I studied at my undergrad at Seton Hall was actually a double major in Catholic theology and Judaism. I just like religions and what makes people what they are. And then in between grad school and undergrad, I went to New College Oxford and did a program in British literature. So we did Chesterton Lewis, a lot of stuff like that. I actually got to go to GK Chesterton’s house a number of times, which is pretty cool. I became good friends with the guy that still manages the property, which is cool. After that, I ended up coming back to Seton Hall and get my master’s in the Roman Empire, which believe it or not, man, when I got out of school back in 2009, I did not think it was a thing that was going to be very interesting and there weren’t people really lining up for jobs in that. But since this whole TikTok trend popped up about men thinking about the Roman Empire I’ve been having probably the most fun year of my life, it’s been a lot of really good time, man.
Speaker 2 (03:43):
It’s like you ready to think about the Roman Empire? I’ve got a thesis for you.
Speaker 1 (03:48):
Yeah, it is been wild. I studied ruler worship and how Augustus used propaganda to get people to worship him, and it’s been very interesting in the modern world we live in. Man,
Speaker 2 (03:58):
That’s so cool. Now you also have a podcast too, and you actually got, I mean we talked about ours being a top 1%, but you were actually voted the number one by Inc Magazine. Tell us about your podcast.
Speaker 1 (04:08):
Yeah, so my podcast, the name’s changed over the years. It was originally called the Create Your Own Life Show, but about six months ago we changed the name to the Jeremy Ryan Slate show because one of the thing that’s been happening is I’ve been getting more visibility. People have been looking for me by name and it made it a lot harder to find when you’re not doing things by name. So years ago I would tell people, don’t start a podcast named after yourself. Don’t be so egotistical. And what I’ve found now is because I’ve gotten name notoriety, I’ve started to get found more for my name. So we changed the name about a year ago, and in that we talk about building community, building culture, building family, things that are really important to our lives because there’s a great quote I love by Andrew Breitbart and he says that politics is downstream from culture. And I think we spend a lot of times on things that divide us and don’t unite us, and I want to find out how we can get to a place where we can all do a little bit better, man.
Speaker 2 (05:03):
Yeah, I love that. In fact, I want to come back to that community and even, I know we were talking about what’s the new media right now and that kind of thing. Before I do, let’s give ’em a little bit more background on Command Your Brand, because just to tell the audience here, the listeners here, I mean I’ve used different agencies over the years and there’s been good ones, but yours by far has been the best. There’s no doubt, better shows, better audiences. I’ve even created friendships with these other podcast hosts because I was like, man, this is not even just good. I was like, I need to get you on my podcast because you’re so awesome. And so I know you guys have got that kind of cool secret you got with Command Your Brand. You want to tell our audience a little bit more about that?
Speaker 1 (05:43):
And I think you just started your third year with us too, which is Wild Man that we’ve been working together that long. But what we really are is we see ourselves as a PR firm for the podcast space. We only deal in podcasts and new media. And when I say new media, I mean YouTube streaming shows, rumble streaming shows, live streams, things like that. In addition to podcasts, I think what we thought a podcast was has changed a lot over the years and those people like myself who were always podcast purists said, Hey, it was an audio only show and you only get an Apple podcast and these other places. But I think as the world around us has started to change, we’ve kind of gotten into this world of what we call new media and it’s all these things kind of melding together as opposed to a lot of your legacy media things you’re getting on cable and whatnot. I think this is the direction the future of things are going and what we help people to do is actually appear on shows in that world.
Speaker 2 (06:33):
I actually want to ask you that, not just for this audience, but even from my perspective, because I noticed your team just booked me on an IG live, an Instagram live type of thing, and I remember thinking, I should probably look up, see what their podcast numbers are, and I couldn’t find them because it’s not a podcast, it’s Instagram Live. It’s literally on their Instagram with their followers and whatnot. What are you seeing changing there? Why are people moving more that direction versus, I know podcasts are so popular, but I know they’ve kind of been popular, they’ve kind of been hitting almost like a nice curve this recent kind of recent history. So what do you say is the trending thing that’s starting happening? Do you see it moving away from the traditional podcast? Is something more like this?
Speaker 1 (07:14):
I do, and I think for a lot of us, as I said for a long time, Chris, I was a podcast purist, which means you cannot change it. This is exactly what it is. It’s started as radio and now it’s become a podcast. And I think what we’ve had to realize is you have to meet people where they’re at. And this is what people are looking for. They’re looking for live streams, they’re looking for other ways they can tune into people. I know even in January of this year, YouTube started doing RSS feeds for people to bring in their podcasts as well. So you’re seeing these changes in the world out there and changes in the way people are really consuming. And I think the bigger piece of it, Chris, is people want to engage. So you’re seeing on an Instagram live, people can ask you questions, they can engage, they can say things
(07:53)
On YouTube, people can engage, they can say things, they can talk to you. And I know even as a host, one of the hardest things in the beginning man is when you first launch those shows, you feel like you’re just throwing it out into the void and you’re hoping people receive it. And I think what this has started to do is make that communication more of a loop where you’re actually in communication with the people that you’re helping to teach. So I think it’s a really bright future from that perspective because it’s actually bringing the other end of the communication where for those of us that have been podcasting a long time, I’ve been doing this since 2014, I think you’re around the same time early on, you feel like you’re yelling into the void when you don’t hear things back and you kind of get a lot more communication this way.
Speaker 2 (08:30):
That’s true. Well, it’s more interactive. There’s that give and take that happens, which is a very different element. I know when I do masterclasses online, we might broadcast on LinkedIn live and YouTube live and all that kind of stuff. It’s a very different experience when you actually get commentary and even some good ones because I’ve had some of those questions, I’ve turned into podcast episodes later on because I’m like, you know what? That’s so good. We need to make that its own podcast.
Speaker 1 (08:55):
Well, and I think part of the problem is too, as creators and as hosts, we have this idea of what we want and we try to put that out there in the world and you want to know is what I’m doing, number one, what people need and want? And number two is it actually helping them? And I think to kind of bring in more engagement on the other side, which is what things like Instagram Live, things like being on TikTok or being on YouTube, you’re actually getting more of the other side of the engagement, which because I think Apple hasn’t really figured it out yet and neither, I know Spotify added reviews recently, but really the only other side of it you have is the whole review and rating side of things. Unless people are so excited about it that they go and check out your website or send you an email or whatever. But that’s a big step because they’re jumping platforms. So what I think is really exciting about this world is you’re connecting the people in the places they are in the way they want to, but you’re also getting really good and quick feedback.
Speaker 2 (09:45):
Yeah, good point. Yeah, it’ll be interesting to see if Apple ever catches up to that kind of concept because those readings been reviews five
Speaker 1 (09:51):
Nuts. There’s for years there’s been talk about that for years and too, and I think the problem with it too, a lot of us that have been around for a while know that system can really be gamed. There’s people out there in Fiverr, you can pay to write reviews for you and you realize that they’re all posted on the same day. So really to me also as somebody booking podcasts, I also have a much better idea of what I’m doing for a client because a lot more of the numbers are public. With podcasts, we’ve had to pay for different softwares, we had to do different things to really get a good idea of what we’re booking somebody on. But now as we’re kind of seeing this transition, a lot more of the numbers are public and it’s a lot harder to game them when you’re looking at a bunch of different platforms.
Speaker 2 (10:30):
That’s right. That sure is. Yeah. And I know that’s one thing that you’ve done great with matching up because when I try to do my own numbers, sometimes you guys be privy to numbers that I can’t even find, even if I’m trying to find information from their whatever it’s called, the listen scores, listen notes and things like that, or you try to look up YouTube channels and whatnot and it doesn’t tell the whole picture does. It
Speaker 1 (10:55):
Doesn’t. And that’s actually one of the things we’ve had to change in the last year or so. I don’t know if you’ve been following this whole FTC thing that happened not too long ago about social followings and our review is real and aren’t they real? Because one of the big problems are people faking numbers, not just in the podcast world, but a lot of different places out there. So we, about 60 days ago, we’ve been developing this rating system for about a year and we’ve been kind of trying it here and there and seeing what works and what doesn’t. And we’ve come down to a 12 point rubric of what a good podcast looks like, and it’s forced us to actually be a lot better at what we’re doing. We’re looking at downloads, we’re looking at subscribers on Spotify, we’re looking at subscribers on YouTube, we’re looking at Instagram, LinkedIn, and it’s caused us to have to look at a show in a more roundabout way rather than just like, all right, well, they’re doing great on one platform because one show we were looking at, the person had a million followers on Instagram, but they had no engagement.
(11:49)
I’m like, well, that’s kind of weird. So what we’ve started doing is looking at shows as more of a 12 point rubric than just a download number, just a social following number.
Speaker 2 (11:58):
Yeah, that’s one thing that it’s hard if you don’t let your ego get in the way. I know I see Instagram, we promote it, but we never ever try to buy any followers. But I know there’s lots of friends I’ve had that have bought followers, they get that social proof and then everybody else starts following because of that. But it’s like, yeah, but it’s kind of cheating. It really is.
Speaker 1 (12:17):
Well, and it’s not just cheating the ftc. If you haven’t, I can send you the article. They’re coming down hard on this and they’re going to start going after people that have been buying large numbers of followers. So it’s going to be an interesting year.
Speaker 2 (12:28):
That will be, I’m going to have some friends that say, you know what? Instagram’s not it anymore. I got this other platform, now I can buy leads over here. Well, tell us more about going back, stepping back a little bit to the bigger picture of the why do you feel like, especially if someone’s in business, right? We got a lot of people follow business owners, even some that are W2 employees, but might have a side hustle, but a lot of business owners follow the show. Why do you think it’s so important for them to be on other shows, not even having to own their own podcast, but even just be on other people’s podcasts?
Speaker 1 (13:02):
Well, for two reasons. I think one, you’re getting in front of an audience that’s already established and there’s already credibility there, where a lot of times for those of us starting a podcast, the first couple of weeks or months might be hard. You have to get used to building an audience, so you’re getting in front of audiences that already exist. But number two, and I think this is the part that people just don’t consider, you’re sitting down with someone else that’s also a leader in your field. So you have this ability to get heard by an audience that already exists, but you also have the ability to network with people. And I will tell you, the clients that we’ve seen that have the most success, they realize, well, that could be a joint venture on the other side of that, Mike for me or for the host. So I think it’s realizing that it’s the ability to not just reach more people, but also build your network with people you could do business with. I think it’s something people would consider.
Speaker 2 (13:47):
That’s true. Not just the audience, it’s also the host, right? Yes. And there could be a lot of good things. It’s kind of like that whole how people say the mantra, it’s about who it’s like, no, it’s not. It’s about who knows you and especially they know you as somebody that they think is credible, that’s a value creator, and that’s kind of thing. I know that makes a big difference in the world.
Speaker 1 (14:07):
It’s true because it’s that know, like and trust factor. And I think a lot of times I see podcasts as a public relations action. I know not a lot of people see it that way. There’s other people talking about what we do as podcast marketing or other terms like that. And I think the thing you have to consider is you’re having a conversation where people see you more as a thought leader and they’re get educated by you more. What you’re going to find is your marketing converts better and you’re creating other pieces you can use in your marketing. But I think to just say that going on podcasts is only a marketing action. To me, it’s some of the best public relations you can do. People are knowing you, liking and trusting you, and you’re starting to actually control the media cycle bit.
Speaker 2 (14:44):
Whether people know it or not. Listening to this show right now or watching this show right now, they probably don’t realize that you’re the mastermind behind them. How are you finding me now that I think about it? A lot of people that, I mean, a lot of times we have people reaching out to us and saying, Hey, we want to see how we can work with you guys. I’ve been following your podcast for a while, but I just had somebody reach out just yesterday saying, yeah, I’ve been following your podcast, but I first heard you on this podcast, and then from there I started following you and I’ve been binging your episodes.
Speaker 1 (15:13):
I think for a lot of podcast listeners, I have a very similar journey. I know for myself that’s how I have way too many podcasts on my phone, but the way I found them is by other shows I listen to. And I think when you think of discoverability, that’s the number one way people find you, man.
Speaker 2 (15:26):
Yeah. So what’s the best way that somebody, if they’re going to do this, what’s the best way they should go about approaching this when they’re looking to do it? Like you said, it’s pr not just marketing, but what’s the best approach? I know I have my own opinions that I’ve done over the years, but what have you found to work best with some of the best of the best guests as well as podcasters you’ve guys have worked with? What have you seen to be the best formula?
Speaker 1 (15:49):
Well, there’s two parts to this, and I think when you look at it, the first is it has to be the right fit show for you. And something I have to handle a lot of new clients on is this about impact or vanity? Because I can tell you right now, every person that comes to us wants to go on about five different shows. The first one of which is always Joe Rogan, and you have to look at for what you’re doing, is that going to have the biggest impact? For most people, the value is actually a niche celebrity. So that means, for example, not just within finance. Maybe you have a very particular way of looking at things in the financial world, or not just health, but maybe you have a very particular way of looking things within health, going smaller will actually be more profitable for you. Where a lot of times people want to go bigger because they want to tell their friends they did the show that they’ve heard of.
(16:35)
I’m sure that’s cool to get to tell your friends that if you have a barbecue or something, but if you want to actually grow your business, you want to get in the right niche. So I think that’s first and foremost you have to think about is am I in front of the right niche of person? Now, you can get too granular on that. I will be honest with you. It’s kind of a fit between you’ve niched down enough where you’ve got a solid market, but you don’t over niche down like CEOs that don’t like COOs, that don’t work on Wednesdays and play underwater polo. Well, that’s a little bit too particular. But if you’re CEOs that have independent location, independent businesses, well, there you go. That’s a great market. So you really want to niche down, but not over niche down. Then when you’re looking at actually being on the show, you have to realize, and you and I were talking before we started recording, I don’t know a nicer way to put this, but we say often clients that are going to struggle have what’s called a doomy flow, meaning that they’re showing up on the show, they’re going to put their feet up, they don’t care how they do, and they better get leads because they were on this podcast, and you’re not putting value first.
(17:30)
You have to show up to teach somebody to offer value, to help them become not just better educated, but a better educated buyer. And I think that’s what it’s all about. If you could put giving first with the right audience and the right niche, niche just enough, but not over niched, you can actually really communicate to them.
Speaker 2 (17:48):
That’s so true. I can tell you my favorite shows that I’ve done through your service have been the ones where not only am I showing up to deliver value and then to say, man, that was so good. We got to do another episode. Let’s do an encore episode. Let’s record another one, which I know your team loves. They’re like, done. We’ll book it. I don’t care if it’s six months, 12 months down the road, we’ll book it for you, but those are the ones you’ve done a good job. They’re saying, we got to have you back. Those are my favorite words I hear out of a host’s mouth.
Speaker 1 (18:19):
Well, because it’s powerful networking, man. It goes back to what you were talking about in the beginning. You’re connecting with people that are in the world. You’re in talking about the things you want to talk about and caring about the things you want to care about. So there is an ability to continue to have friendships and do things together. I think if you can show up to an interview and say, I want to make a friend, you’re going to do very, very well in being a guest on podcasts.
Speaker 2 (18:43):
That’s so true. There’s a few podcasts I’m like, oh, I think I want to debate this person now, but that’s very rare. That ever happens. Most of the time. I’m actually surprised how much we can get along and agree and do things, even though I know occasionally I’ll have a financial advisor they’ll invite to have me on. I was like, are you sure about this? Are you really sure you want to have the anti financianal advisor on your financial advisor show? And some were like, no, I really want you. And then ends up being a really great podcast.
Speaker 1 (19:12):
Well, and I think that’s important too because I’ll get feedback from my YouTube audience I just did last week that they didn’t agree with the view of the guest I had on, and my response to the comment was, I don’t always agree with my guess, but I’m trying to create a platform where you can get information and you can decide for yourself, does this have value to me or not have value to me? And I think that’s what you really have to look at as a host. You’re curating things so that an audience can decide for themselves and start to educate themselves. Am I always going to win that way because I’m not going to be able to push my own view out? Well, sometimes I’m not going to be able to, but the people listening have to find value in what I’m talking about.
Speaker 2 (19:45):
It’s true. I’ve actually done that a few times where I’ve had certain guests, I’m like, I would never promote this on my show normally, but it might be that the guest has some unique perspective or something different. I’m like, it’s different than mine. Maybe I’m open to change. Maybe I’m open to being wrong about something, or maybe it’s something I just don’t care about as much, but I think it’d be very interesting for my audience, so I deliver it because what I know they want to hear. Right?
Speaker 1 (20:09):
Well, you can’t always be a Homer man. You got to give people the ability to decide, right? You’ve got to give,
Speaker 2 (20:14):
Because
Speaker 1 (20:14):
If you’re doing a good job producing content, then you’re also helping to bulletproof people too. And I think that’s what you have to understand as well, is if you can bring on contra opinions to what you want to do as a host or even as a guest, it can also help to solidify your own point a little bit more too, if your content’s good.
Speaker 2 (20:32):
That’s true. That’s why Dave Ramsey doesn’t bring anybody like me on, right? Because he knows if that happens, his content not that good. It’s challenge him. It’s
Speaker 1 (20:41):
Over, man. He can’t fist the cuffs with you.
Speaker 2 (20:43):
No. That’s why he has a control little mute button. He’s like, no, no, you’re not talking anymore. You’re done. I get the last word. Well, that’s great. I really appreciate having you on. Jeremy. If somebody wants to follow your podcast as well as even just look at your services to maybe hire you to help them get on great shows, what would be the best way for them to do that?
Speaker 1 (21:03):
Well, the number one thing that matters to me, Chris, is that they get out there, get attention and start growing their business. And whether they pay me or not, I don’t really care about that. I just want to see them do well. So I put together a really great resource called Command Your Empire because I’ve spent the last year talking about empires falling and rising, and I want people to build something that lasts not just now, but into the future. So if they head over to command your empire.com, it’s going to go over a lot of the basic PR things you need to know to survive and thrive in the new media PR world. So that’s command your empire.com, and they can find every way to contact me over there as well.
Speaker 2 (21:35):
Awesome. That’s the whole Roman Empire. Now, just kind of combine that with the infinite game of Simon Sinek, and you’ve got your own unique thing right there, don’t you?
Speaker 1 (21:43):
Yes, sir.
Speaker 2 (21:45):
I love it, man. Well definitely. We’ll put that in a show notes so everybody can glean from that. That’s a great generous gift. Really appreciate it. Jeremy.
Speaker 1 (21:51):
Hey, thank you so much for having me, Chris,
Speaker 2 (21:53):
Everybody. If you guys have been looking at how can I get doing something more with what I’m trying to do, how can I get myself out there, right a little bit more in a different way, guys, I’ll tell you from my own personal experience, this has been one of the best ways possible to do that. So if this speaks to you, be sure to reach out to Jeremy, take advantage of his free gift and his gift that he can offer you guys to give you that value to help you on that next step of your journey. So guys, remember, it’s not just being a listener of this show, it’s being about a doer as well. Be sure and go and do so you can actually get better results in your life today. Make it a wonderful prosperous week. See you later.