Episode Transcript
Adam OLeary (00:00.957)
If you're a business owner struggling to cut through the noise and build trust with your audience through authentic storytelling, then our guest, John Goering, is about to give you a simple win you can implement today. Welcome to the show, John. So excited to have you on.
Jon Goehring (00:16.032)
Adam, I love talking with people like you. Man, you're killing it. Keep up your great work. I'm honored and excited to have this conversation with you today.
Adam OLeary (00:23.815)
Thank you so much, John. Super appreciate it. so I know that you've emphasized that trust is the currency of business and storytelling is key to the building that trust. Can you explain why positioning yourself as the guide, not the hero in your content is so effective for solving the problem of audience disengagement?
Jon Goehring (00:44.846)
Well, everybody's creating content these days, right? Content marketing is such a huge concept that everybody's jumping on board with. But the number one mistake that I see as a podcast producer and as somebody who's created content really pretty much all of my life, starting in my radio days all the way till now where I produce podcasts and help other people establish stronger personal brands through podcasting, is I see them making themselves the hero and not the guide. And that doesn't...
build trust quite like positioning yourself as the guide. As you said Adam, trust is the currency of business. Trust is the currency of nonprofit or any mission driven work, especially with those higher ticket items, those higher ticket purchases or donations in the case of like a nonprofit organization. You need trust from your audience to get anything that you need them to do for you.
a high degree of trust driving through McDonald's. Okay, you don't need a ton of trust to order whatever you're ordering from them. It's a low ticket item. You're going to forget about it later in the day. But donating a large portion of your paycheck or investing in a in a coach or any other high ticket item, you're talking about a large degree of trust that you need to be built. So that's why I work with these personal brands. And when it comes to making yourself
the guide instead of the hero. That's the number one mistake I see. Too many people think that they're the hero of their content and that's simply not the case. We have so much content out there just creating noise about how I'm the hero. I achieved these results for my client. I did this, I did that. How about my client with my guidance was able to achieve this? My client was able to close this percentage of deals or.
or with your help, we were able to make this kind of difference, feed these amount of families in the community. That's the perspective shift from being the hero to the guide. a great marketer, Donald Miller has amazing marketing content, some awesome books, his story brand framework is famous for this, right? So I'm kind of, this is an original to me, I'm kind of borrowing this, but this idea of being the guide and not the hero in your content creation, that builds trust faster, which eventually drives results.
Adam OLeary (03:02.237)
That's amazing. And let's actually break that down kind of step by step. So the first thing that we obviously have to start with here is the problem. What is the core problem that we're trying to solve? And what would you say would be the way to look at this when it comes to content?
Jon Goehring (03:17.542)
Usually the problem isn't the problem, right? The problem that we think isn't deep enough. And so we have to ask why at least two or three more times. So like you said, Adam, a lot of times we think, okay, what's the problem I'm trying to solve? Well, business owners aren't closing a high enough percentage of their deals. So maybe they need a coach. Okay, you think that's the problem, but go deeper than that. Why aren't they closing?
as high of deals as they think. Maybe their process is messed up somehow. Now that's the problem. Now why is their process messed up? Maybe they haven't invested in coaching or they haven't gone through what they need to make the process smooth and drive results for them. So the problem is always deeper than what we think. The motivations are always deeper than we think too. So somebody wants to lose weight? Does anybody ever want to just lose weight?
Well, of course we all wanna maybe lose weight, but no, there's a reason for that. We wanna look good in something. We wanna make our whoever proud or feel good or whatever the case is. So there's always a deeper problem, there's always a deeper motivation. So that's the thing to start with. Like you said, Adam, you always gotta start with that problem and that motivation for the audience, whatever kind of content you're creating.
Adam OLeary (04:35.773)
I love that. And how do we use podcasts to be able to communicate this?
Jon Goehring (04:39.33)
Well, podcasting is so uniquely positioned because what other form of content are you actually in somebody else's ear while they're driving or part of their day in a long form way? That's why podcasting is so uniquely positioned, because you're not only hearing somebody, you're potentially seeing them if you're watching them. And then you also have that that endless potential of content repurposing. This is what we do at StoryTrust Media.
We pride ourselves on the idea that one podcast episode can be an entire content for your brand for an entire week where you can repurpose it into a blog post, into video clips, into short form visual content on your social medias and into an email newsletter. And that's why podcasting is so powerful because it's all about getting better gas mileage for your content, right? Making your content work harder for you instead of you having to wake up and go,
gosh, what am I going to post on social media today? Or what am I going to say in my email newsletter? That's why these conversations are key. The other piece of this though, Adam is authenticity. And that's what podcasts allow us to do. You and I have gotten to know each other a little bit already on this show and it's been awesome, man. It's, it's been something that I feel like would have taken us weeks and weeks of text message or email exchanges to get to this level of trust that we have already established within.
15 minutes or less. So I think that's the beauty of podcasting is that you do build that trust with not only who you're talking with on the show, but your audience a lot faster than you would over time with traditional marketing methods.
Adam OLeary (06:20.925)
for sure and I know one thing that quite a few of our audience members will do is that they have a podcast but they're doing interview podcasts just like this one and I'm so curious to hear your answer on this is that how do you go ahead and repurpose an interview when you're interviewing somebody else how does that work?
Jon Goehring (06:38.666)
It's one of the most powerful ways to create content is collaborating and leveraging each other's audiences. I've worked with several clients who come to me and say, well, John, I want to do a solo podcast. And I ask, well, why? You know, because solo podcasts aren't necessarily wrong. There's a lot of really successful ones out there. say, well, I don't really want to share the stage with anyone. I want to make sure I'm the expert. And in interview podcasts, I'm really just asking questions and getting answers.
And I push back a little bit and say, you know, maybe there's a happy medium here. Maybe you have some solo episodes on your podcast. There's absolutely nothing wrong with that. But podcasts that are conversational in nature do a lot better. There's been a lot of research done on that actually, believe it or not. People actually study these things. And the other piece of this that's so important is that you're leveraging someone else's audience if you do it right.
If you provide them with assets that they can share to their audience, maybe some pre-written copy that if they choose, they can just copy and paste and put it in the email newsletter for their audience. You're providing value to them by giving them an opportunity to speak to your audience. And then you're also potentially providing great value to yourself by amplifying, multiplying your audience by two, by using their audience, borrowing that as well. So.
That's how these conversations are so important with people because you collaborate and you kind of double dip so to speak. As far as the promotional side of things, there's nothing more flattering than putting a clip of somebody else, your guest on your social media. You don't always have to. It can be a clip of yourself talking too. There's nothing wrong with that and that's great. But I just think that that's the power of giving, paying it forward, helping out your guest in their...
providing them assets that they can share and therefore elevating your own brand at the same time.
Adam OLeary (08:34.023)
That's awesome. And when it comes to the promotion side of things, where have you personally seen the best form of promotion from the host side, from the person who's actually hosting the podcast? How have you seen them go out and get the actual results? Because the results that they're looking for is not necessarily exposure, they're looking for leads.
Jon Goehring (08:52.3)
That's right. And that's why you have to meet people where they are. So in my case, working with a lot of professional coaches, people who are working with business owners, people who are more on the B2B side of things, I've seen a lot of success on LinkedIn. Now, LinkedIn is a whole different animal in and of itself. And I love the platform, even though it drives me crazy, right? You got to engage, you got to do this, but not too much. it's, you know, reading all about those rules and some of those
best practices on LinkedIn are important, but the key concept is meeting your ideal client profile where they are, right? And then also, maybe your guest is big on Instagram. Making sure that they share those clips or whatever on their platform is so important so that you can meet the audience where they are. But again, if you're selling, I don't know, something random like dance classes for kids to an audience who...
aren't parents, don't have kids, maybe they're older professionals or aren't interested in that kind of thing at all, you're not hitting your audience where they are. So that's the most important thing is to reverse engineer the process and think, okay, who is my ideal client profile? If you're doing a podcast to try and help lead generate, where do they hang out and what piece of information would be valuable to them and help them solve a particular problem that they have right now?
And it's amazing what a 30 second little piece of information placed in the right place at the right time to the right audience can do.
Adam OLeary (10:26.877)
Absolutely, 100 % and from your side have you gone ahead and seen that when somebody does say so for example We have this interview that's going out if you were to look at and say okay Adam This would be the best way for you to personally use this podcast right now. What would you recommend that I do with it? What would be step one step two step three?
Jon Goehring (10:47.598)
Step one would be export this full video, get the transcript. That's number one, because you can work a lot of things through the transcript. Now, there are different clip generators and different AI things that, you know, it's better than nothing and they can have good results. Some people use something called Opus, some people use something called Veed, or some podcast hosters like a Anchor or a whatever the other one is, all these different podcasts, Studio, Zencaster.
All of those have these options to, hey, I'll extract some clips out of this for you driven by AI. Sometimes those clips can be good, sometimes not so much. I just recommend going into AI, having a custom GPT for this and have AI create some clips, extract some clips out of the transcript that would be best served for whatever your ideal client profile is. That way you can give AI context.
it can come at you with, you know, some better options. So I would say promoting this first, get the transcript, get some options where you can go back and cut out some clips, produce it so that there's subtitles on there, that maybe there's an end card with a call to action, like subscribing, sharing, whatever the case is. And then after that, have the custom GPT help you come up with a blog post out of the episode.
link all of these different things together and use it as an email newsletter for your audience. And there's a great opportunity to create up to a week's worth of content from this one simple conversation.
Adam OLeary (12:25.629)
That's hysterical that you just said that. I actually just had a talk with my team today and we were talking about how we didn't want to use Opus Clip. We wanted just to use Gemini 3 because it's so dang good. And you can just take the transcript and just pop it in and literally pick out the best options. It's so good.
Jon Goehring (12:42.944)
Isn't it amazing? And then people say, that's a lot of extra effort and some extra effort, right? But if you could help get AI to help you also identify the timestamp, it's not really that much extra effort, right? It's enough extra effort where some sometimes people come to me to do this because it's like, I don't have time to do it, but anybody really can. That is the beauty of
Adam OLeary (12:48.413)
for sure.
Adam OLeary (13:06.109)
Absolutely, and speaking of that, what has been the best results that you've seen from your clients? Because what you do is you go ahead and you edit all the podcasts after the fact. So what results can a client typically expect when they come and work from you?
Jon Goehring (13:19.01)
Well, you know, I've we've been able to grow some podcasts since I don't really specialize on the marketing side of things as far as, know, I have some branding and marketing experience, but most of what we do is is on the more technical editing. Hey, save you time kind of side. But with the right effort put in by the client, I have one client who was able to monetize their podcast and within three months, which was amazing because monetized podcasts are very.
very hard to come by since you're really looking at trying to get about 30,000 downloads per month for to monetize a podcast. So that was really, really great. Again, that wasn't all our work because we may have another podcast that is not monetized in that amount of time, but it is certainly the the clients hard work on promoting the podcast, along with the content that we produce to help them promote their podcast. And really, the key is
finding the right guests, the guests with that high profile audience, as high profile as possible, and providing them the assets that they will share. If you just tell your guest, could you share this? Could you drop this link, you know, to a couple of friends when it's out? Okay, that's a start, but even better if you can say, hey guest, here's six video clips for you to choose from. Feel free to post something and make sure there's a video clip of them in there too, because that kind of strokes the ego a little bit.
Feel free to post this, please do. Here's some copy that you can write. It's a little bit of extra work on your end, but you're multiplying your audience by borrowing theirs for a bit, and that's how I've seen audiences grow fast, is through those conversations and collaboration with other audiences to expand out. That also builds trust with your guest by saying, hey guest, I really appreciate it having you on. Here's something that you can post right now.
to save you some time and also make yourself look good. So that's the win-win all around. That's how we were able to monetize that podcast. And I'm excited to see where that continues to grow from here.
Adam OLeary (15:21.117)
That's super cool and where can people go to learn more about you?
Jon Goehring (15:23.978)
Story Trust Dot Media is the best website for that because we are Story Trust Media. We help you tell your story to build trust through the power of podcasting a content creation engine. Again, that's Story Trust Dot Media or connect with me on LinkedIn. I'm really active up there and I love having conversations with people. And I know, Adam, that's originally how we first talked. And I really appreciate you reaching out on LinkedIn because I just I love your stuff and I'm excited to see what the future holds for you and simple wins to.
Adam OLeary (15:52.797)
Absolutely. Well, John, thank you so much for joining me today. This was awesome.
Jon Goehring (15:56.408)
Thank you for having me, Adam.
Adam OLeary (15:58.438)
Awesome, well everybody, thank you so much for listening and I will see you on the next episode of Simple Wins.
