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Spreading A Unique Purpose Through A Unique Business Podcast with Bob Roark
International Podcast Day Marathon
Bob Roark, thank you so much for joining me. I want to make sure everyone knows who you are and I have a little thing here about you. Bob Roark is the host of Business Leaders Podcast where he interviews top business leaders focused on their story strategies, tactics and tools from the real-world experience and what keeps them going. That’s the quick intro to you. You also are a business person in the Springs, Colorado area. We talked with your compadre Bruce Hutcheon that was a lot of fun. That was the most fun conversation that Bruce and I have had, which is great. It’s very valuable. I’m excited to have you on the show. Thank you for joining me.
I appreciate being here. Thanks, Tom.
You’re welcome. What I thought that I wanted you to share with our audience is something unique about your podcast. It’s an important story for people to hear if they’re considering a podcast because people podcast for a lot of different reasons. Working with you on your show, you have a very different purpose or end goal than most podcasters do. I wonder if you could share a little bit about that with our audience.
For me in the podcast, I interview the CEOs, owners, founders, co-founders and the folks that serve that market. My objective is to create a personal relationship in the podcast. I do all of my episodes face to face. I don’t do them over the phone. I am at their business location and in the world of the digital market, we get to Facetime together. I’ve worked with business owners for over 30 years. I’m a fan. I like what they do. In many cases, I talked to them like, “Who’s ever asked you your story?” They’ll go, “Other than my mom, nobody.” I’ll go, “That’s sad.” I would like to get to the point where we record their genius and for a lot of these guys and for a lot of the gals, they’re good at what they do. I wanted to record that, memorialize what they do and then share their insights with the audience. Maybe that would help some of the audience on some of the challenges they face. Maybe provide them a tip or technique. That’s the long and short of what we’re attempting to do. In the other business ventures that I have, if you’re the average of the five folks that you hang out with, talking to business owners two times a week on a podcast should move your average up.There's a lot of great wisdom and nuggets for people to learn by just consuming content. Click To Tweet
Unlike most podcasters, who when their show launches, they want validation or confirmation that their podcast is successful by looking at the statistics, “How many downloads do I have? How many people have reviewed my podcast?” I remember you telling me once that you don’t care one little bit how many downloads your podcast has for Business Leaders Podcast.
It’s not the focus of what I’m doing. The focus of what I’m doing is to create a relationship with a community of CEOs that we’ve interviewed. Many of the CEOs and business owners are challenged to provide or create digital content. For us, when we do a visit with them, we’ll talk to them like, “Tell me about your business and who you serve.” That’s how we start. Before the show, we’ll ask them and say, “What do you typically get asked by your clients?” We make sure that comes up in the conversation. If there’s another business owner that is listening to the podcast up and down the front range of Colorado, they might go, “I need to talk to that guest because they serve a whole than I have in my bucket.”
What ends up happening after we did the interview is I’ll ask a series of questions which will eventually feed into a book that we’re working on. It’s insights, influences, and lessons learned and that thing. Every business owner has the ability to have edit authority on the blog post. We make sure that if there’s a concern about taking things out of context, that we don’t do that. They get the audio, they get the opportunity to edit the blog post text, they get the copy of the text, they get the copy of the videos. They get all of that stuff and they can use it in their own social media boards.
This is also very different from most podcasts. You’re allowing the guests to review and approve everything before you go live with it because you’re grooming that relationship. You want them to be very happy with it. You’re intending to hopefully do business with them at some point in the future.
When you get done with this particular business and you’d go to liquidate your business, do you have an idea of what it might be worth and how that’s going to serve your needs? In talking to most of the business owners, it’s either, “We think it’s worth X. We’re not sure. We haven’t thought about it.” It drove me a couple of other steps down the road where I got interested in doing exit planning work. It helps business owners to either prep or understand the values that a potential buyer might have. In chatting with them on the podcast, that creates the relationship. We can serve them further by providing tips and insights into the exit strategy. I typically end up with a business owner post-exit. They’ve sold the business and they’ve come into one of the businesses. I’ve seen any number of things occur. Where the exit, they got the sale price right. The accident in business is fine. In the third stage of their life afterward, they didn’t have a plan. You start out in a podcast.
I had a broad theory about what I was going to do. You go through with your brought theory and after ten or twenty podcasts, you find with additional insight that your theory is starting to change. That’s what I found in talking to the folks. I said, “This is quite the community of folks.” I find a lot of the business owners are heavily siloed because they’re busy doing what they do. In a lot of cases you go, “If we could just find something that would do a better copy.” I go, “I know a copywriter.” They’re like, “We’d like to do some autoresponder event.” I go, “I got one that works in that field.” They’re like, “My branding needs some work.” I know some guys in branding, I know folks that are C-suite recruiters. There’s a lot of people that are working in the medical space and I know a fair quantity of folks in that from the podcast. The fabric of the network is changing. The community is quite remarkable for guests.
Tracy and I would call this the VIP strategy of podcasting. You’re podcasting, you’re interviewing these business leaders, giving them a platform and a forum to speak on. It hooks them from their own ego or their own self-interest of marketing, who they are and what they do. You’re building a relationship with them for engaging them in some way in the future. That’s why I wanted to have you on. This is an important strategy for podcasters to be aware of. It’s not all that well known and certainly not taught in the majority by the podcast gurus or the courses out there. Their entire strategy is built around getting the maximum number of listeners, subscribers and exposure on social media for this content you’re creating. That’s a perfectly valid strategy. There’s nothing wrong with that but there are other business purposes that can be more internal to your organization than external. That’s where you excel.
As you know, I’m involved with another podcast. It was exactly what you described. It’s about listeners and all this other stuff that’s involved. Bruce Hutcheon is the host of Whitetail Rendezvous and Bruce is just a dog on the bone. He’s got 500-plus episodes out of the door. He knows more about deer hunting than any living person on the planet. If not, he has missed a great opportunity. In my particular case, I started out with this broad theory in the military days when you would conduct an operation and we did war games and say, “If you go and take over a country, you want to take over the radio, the TV and the newspaper.” I was reminded by somebody said the power grid. I go, “I can’t do the power grid. I’m sorry.”We've all had somebody that was instrumental in our career somewhere in the past. Click To Tweet
The podcast is a radio. That blog post is the newspaper and the video of it is the TV station. My biggest concern was I was never going to be able to get a guest. I went out and interviewed some folks in the community. I’m thinking about doing it so I went with a recorder just to interview. Lo and behold, I ran across some stuff about how to take and use LinkedIn to find business owners. For our event we’re like, “Would you like to be connected?” They’re the CEO. Maybe we could do things that were beneficial. Lo and behold, people were connecting. I invited them to be on as guests. Lo and behold, people from all walks of life and different businesses and whatnot, from marijuana to family offices, to medical devices said, “We’d like to be a guest.” Surprise of all surprises.
Initially in the podcasts, I just went in and winged it like, “How are you? Let’s talk.” That was a little bit challenging and I’ll go, “I’ll never get a book out of this.” The intent was to take and get a little more structured so I evolved. At the first twenty minutes, it was a free form that talks all about them and their journey and what they want to do. The last part of the podcast is more about insights and specific answers that perhaps will drive a book. This is all leading somewhere. In a niche podcast space, you could go into any area in the country and within two to three years know two to 400 business owners via the podcast mechanism. You could be influential, you can be connected. You could drive a book out of it. The next step is I’m going to start speaking about the problems in the business community and that’s an effort based somewhat on the acceptance of being guests on the show.
You have done this incredibly well. You have been wildly successful for your purposes and what your business goals are using this podcast as a tool. At the same time, you’re putting great content out there for anybody in business who wants to learn from it, who’s not directly client of yours because it’s public. Your podcast is out there, your blog posts are out there. You’re serving others at the same time. I know that wasn’t necessarily the primary purpose, but it does that. There’s a lot of great wisdom and nuggets for people to learn by just consuming your content.
We’ve all had somebody that was instrumental in our career somewhere in the past and they extended a hand and they helped you. You go, “You didn’t have to do that.” They go, “Somebody helped me years ago.” I’ve been fortunate to have good mentors through the years off and on. I’m on a bigger picture deal. This is an opportunity to try to take in perhaps and touch one or two people here that are on. We have some poorly misguided listener in Sudan and I go like, “I have no idea why they’re in Sudan and why they’re listening to the show.” The episodes mutate further as we get down the road because the goal is to do two a week. In some weeks, I’m better and some weeks, I’m not. In 2018, we were on a budget. This year we’re a little off budget. It circled back around to the speaking deal.
In speaking, there’s always this discussion about, “Can you get on the stage?” There’s the online stage and there is the offline stage. Podcasts could be considered an online stage to talk about your message just like Aaron did in the proceeding deal where he’s talking about Magnify Your Wealth. I think about for many of the folks out there that are considering whether to do a niche market podcasting, which is what I consider what I’m doing. It’s what Bruce is doing in the Whitetail Community. I had a guy asked me like, “Why didn’t you just do one on hunting?” I go, “It’s not niche enough.” “What about just deer?” I went, “Still not.” I did that with all kinds of moral authority and absolutely no research to back it up, but there’s a lot of whitetail hunters in the country.
Clearly, it worked. We had a great conversation with Bruce. He was our second guest and he told me about how you made them do the first 100 episodes in 100 days coming into your office to record them.
John Lee Dumas came up with a course, “How am I going to do it years ago?” I go, “I don’t know what that’s about, but I want to be a founder and I want to get on board because maybe I have the consideration.” In my investment business, there is a real challenge in trying to get compliance approval to do a podcast because you’re talking about investments. My theory was I didn’t know how to get around that. I just said, “I’m not going to do one.” Surely nobody’s going to be mad about doing deer hunting. We started doing the deer hunting podcast. I could spell podcasting about three months before Bruce could. It’s in the spirit of, “Let’s get a lot of content out of the minimum viable product, let’s just push it through the door.”
It’s what you needed to do. Now he’s very comfortable doing it and he’s getting 1,000 downloads a day on average now and trying to get up to 2,500, which I believe he will. That’s a great contrast on what you’re doing with Business Leaders Podcast. That’s what I wanted for people to hear from you. It can be used as a very successful tool for business, but there are many different ways you can do it.People won't remember what you said. They remember how they make you feel. Click To Tweet
I think about platforms. I’m listed as the executive producer and host and editor and garbage can guy. It means you just do everything as you well know. Shout out to you because I used to do a lot of this. Now I just drag and drop it in Dropbox to you. I have to worry about it much less and have lots more time to do other things. You can start with the end point in mind and then you go, “What’s the objective of the podcast?” I’ve had more than one person say, “I want to do one.” I go, “I want to be taller.” I’m not Tim Ferriss. I’m not a lot of these guys. I don’t have a blog following and whatnot so what’s the point? For a lot of these folks, they are truly flattered when you ask them, “How did you get started? Why did you do that? Take me to the moment when you decided to take that leap and do this business.” They have the adversity in the family. It’s that old saying, “They won’t remember what you said, they just remember how they make you feel.” I was interviewing a guy and he was talking. It was just before Father’s Day and this guy ended up playing pro baseball. He was talking about his dad went to every game, every practice and everything until he went to Montreal.
The light changed in the guy. You could see it in his face. He was so impressed and thankful for what his dad did. I cut that part and did a separate video clip and send it to him so he could give it to his dad for Father’s Day. You can imagine as a dad, all the time if you showed up in the bleachers and you didn’t think about it and then all of a sudden, you wake up and you go, “Look at that.” It’s a big moment. I’ve talked at length to a lady who’s a Stage Three breast cancer survivor. She sold a tech company as a board member on an electric airplane company board. She is an amazing journalist. She talks about the journey and talks about the problem and she said, “My entire world changed.” We talked about that in length. It’s interesting to understand why. As far as the business community, there are a lot of different ways to get in front of your target market regardless of what it is. My belief is in ten years, we will see a lot of podcasts that are niche market driven.
You’re a great example of that. That’s a very important message to share. If you have anything else to share, that would be great. This is exactly what I wanted our audience to hear.
For the folks out there that are intimidated about it, the things I would recommend them to do is if they’re afraid of the mechanical side, reach out to you. Shameless plug for you. Your tenth podcast is going to be better than your first. Your 30th is going to be better than your tenth. Get ready to be perfect and good luck with that. Pick a time and pick the quantity and get them out the door. It’s been one of the amazing things for me here. It’s one of the better things I’ve done in my business in a very long time. I appreciate the opportunity that the podcasting thing is provided. Tom, we appreciate you, your family and Alexandra who puts up with this on a regular basis. God bless you for all of your help.
It’s our pleasure. We enjoy working with you and with Bruce. Thank you so much.
- Business Leaders Podcast
- Whitetail Rendezvous
- Bruce Hutcheon as second guest – previous episode
- Magnify Your Wealth
About Bob Roark
Podcast name-Business Leaders Podcast
about the podcast video- https://helpatrsam.lpages.co/blp-about/
former Army officer, grew up in the south, relocated courtesy US Army to Colorado 1976, financial advisor since 1987, co-founder of an RIA, Certified Exit Planning Advisor
We serve the business owner community, married with 2 grown children and one bird dog, own a number of businesses, like to hunt and fish and water ski, live in Colorado Springs
about the podcast
podcasting since April 2017, sponsored Whitetail rendezvous for 3.5 years
over 100 CEO’s, business owners and the folks that serve that market so far either completed or in production
goal is 100 per year
the ancillary benefit is being tutored 2x week by business owners
What we are doing
Examples of face to face interviews with business owners on you tube channel
Executive Producer & Host
Business Leaders Podcast
To learn about the podcast, click the link below