All right. I am here today with Dr. Jeremy Weiss.
This guy is a podcasting OG and legend. You guys
have to check out while we're talking. Just go
right to rise25 .com. Go check out and see what
he's been building. Between the two of us, we
have over 30 years of experience in podcasting.
That's crazy because I don't know if podcasting
was around 30 years ago. I don't know. But we've
been through so many tech changes, so many revelations,
and he has focused his career. on helping businesses
uh with podcasting and ultimately turning conversations
into credibility into clients in the community
that's something we both really i work behind
the scenes of companies who've done it like johnny
dumas of entrepreneur fire and louis house the
school of greatness and so there's so much richness
that we're going to gain out of this and my career
was not focused on that I had the benefit of
being part of some of those launches and learning
later in my career about it. But Jeremy's been
involved in this process for a very long time.
So, Jeremy, welcome to Vision Pros Live. Thanks
for coming back and being willing to go live
with me. I know the value bombs are just going
to come from every direction in this. So, man,
I'm overexcited, man. Thanks for being here.
I'm excited. When you say OG, I just think of
my daughter's calling me a middle -aged old.
gray haired man. So, but thanks for the nice
intro. My daughters do the same thing to me already
too. So if anyone's an ego, just, you know, I
just go to my daughters and I'll knock it down
real quick. So see, I'm, I'm still, I'm of that
old category where I, I can say already. Even
though I was like, no, I'm there. I need to get
over it. So I try to hide it with the long hair.
But all right, man, all you podcasters out there
and all you vision pros too, don't sleep on this
one. Podcasting is changing the world. We had
a president, almost president of the United States,
right? Use podcasting to get his brand out there.
That was monumental shift. We had Joe Rogan last
year. What was the deal worth that he made with
Spotify? 250? I think it was more, maybe more
than that. I don't even remember. It was huge.
But these are the types of changes that are occurring
in this industry. And now that video is so much
easier and Internet and audio and doing clips
and stuff, there's never been an easier time
to get in the podcasting world. But there's never
been a more competitive time either. And so knowing
how to do this the right way is super important.
Jeremy, let's just like talk to the truth of
that a little bit to get started. Yeah, I mean,
for me, I think of it, Jackson, in my mind is.
And I've always thought like this, how do I build
amazing relationships? And when I think of how
I build amazing relationships, I think of how
do I give to someone, okay? And so podcasting
is one way. That's the medium. One of the mediums
I've chosen to do that because I feel like if
you profile someone, this is just like we're
doing here, you're profiling someone else's expertise.
And you turn that into a post, you turn that
into snippets and essentially you're turning
out all these marketing materials, you know,
for this company and this person. Right. And
so it's funny. So we have a referral pipeline
meeting that we do as a company and we have a
client pipeline meeting that we do as a company.
We use, I mean, you use a lot of things. We use
active campaign. You said you wanted to get granular
with some stuff, so I'll get granular. I've used
Pipedrive. We've used Pipedrive before. We've
used Trello before. We just hit an active campaign
because you could do deals. We also send a lot
of emails out to the email list. But when we
have this meeting, the pipeline meeting, the
columns, as you move someone through a pipeline,
there's columns, and we kind of call it our columns
for giving. to someone so it's not like i don't
know what most columns are but like hey we send
them an email we reached out like our columns
are columns of giving so one is have we had them
on the podcast right that's a form of giving
to us another is have we introduced them to someone
else to be on a podcast that we know another
form of giving another is did we send them a
gift right another is we do a physical newsletter
i think i have one handy here um where we um
have an insert of some of our past guests in
there and did we feature them in the insert right
um did we post about them on social i mean the
list goes on and on so when we're talking about
let's say oh jackson's awesome we want to make
sure we just keep in touch with them it's not
necessarily Hey, Jackson, like, what's up? It's
what are the things that we could do to add value
to that person? It could be introduction for
a potential client for that person or a potential
partner for that person. So I make personally
about five to 30 introductions every single day.
And, you know, so that's that's what we think
about. So back to your question, which is like
the podcast I think of is. a relationship builder,
a way for me to give to my network of people.
And I've found no better way to do that over
the past over decade, right? And if you ask me
to write a blog post, okay, my background is
in biochemistry, okay, at Madison. I do not like
writing. It's just not something I love, but
I can talk to someone just like we are now for
20, 30, 40, 50 minutes and no problem. So some
people love to write. great write a blog post
right like i'm talking about podcasting if you
don't like talking to people then don't do a
podcast right write blog posts um but i've been
able to publish two written posts a week for
over a decade now that's because i talked to
someone right and then i don't do the writing
for it but like our team will write it up and
post it but i've been able to put you know pump
out that content every single week because of
that. And so I could just talk into, you know,
we're using StreamYard here. You could use Zoom.
I use Zoom. You can use Microsoft Teams, whatever
you like to use, because people are always asking
about the technology, right? I mean, that's the
first question people ask. And I'm like, okay,
that's not the question I think is the most important,
which is what relationships do you want to build?
But, you know, some people get hung up on these
things. so i'll just answer that question if
people want i mean you could literally get a
mic a usb mic on amazon for 100 bucks right this
is a yeti it looks like jackson has a fancier
one than me i think it's like a sure mic over
there um is that a sure mic what is that no dude
this is this is a cad u37 and everybody i know
that has a yeti is like what mic is that it sounds
like i'm like it's 45 bucks on amazon right if
this one conks out in the middle of this interview,
I have an ATR 2100 over there that I can literally
USB and all these USB in your computer, right?
You don't need a fancy soundboard and all these
things, you know? And so you need a recording,
like the zoom stream yard, Microsoft teams and
a mic. Okay. That's, that's the equipment set
up. Cause actually someone, they were setting
up a studio in LA. They're like, Jeremy knows
about podcasting. They introduced me to this
person. We get on the call. He's like, I'm creating
this studio in LA. What equipment should I get?
I'm like, I'm the wrong person to be talking
to. I'll give a shout out to the right person.
I want to make sure too, Jeremy's got the secrets,
my friends. There's things that you want to hear
and there's things that you need to hear. This
is going to be about the things you need to hear.
Junaid Ahmed of Home Studio Mastery is the best
person. You got the dime. To get a Lamborghini
-style studio, go to Junaid. He's freaking awesome.
All right, well, I'll have someone to refer to.
If you do not have the money for it, go to freaking
ChatGPT and just say, can you just give me the
basics of what I need for my studio? I don't
need a fancy studio to provide value. Why? Because
I know what Jeremy knows, and I want to stand
the test of time with this podcasting thing.
Jeremy, you nailed it. I couldn't have simplified
it better myself. What relationships are we building?
We need to be building relationships and we need
to know what we're building. We need to know
why we're building it and we need to know how
to provide value to people. So my rule at First
Class Business for the team, we have one rule
to remember. It is we do what is best for those
that we serve. We do what's best for those. We
always, everything we should do, we do, should
be aligned with am I doing the best thing I can
possible for the audience I'm talking to, for
Jeremy, for my team members that I meet. If I
just stick with that principle and live by that,
I'm going to carve out success for myself. So
Jeremy, again, thank you. Thank you for hitting
that and talking about some of the intricate
details of what we can build. But I do want to
make sure we get an intricate details of what
you talked about, that pipeline you built out
and how you're focused on like, let's give a
gift. Let's make sure we're providing new value.
What else can we do to help these people? That's
so brilliant. It's so overlooked. Yeah. And back
to what you said about what relationships we
build, right? And that goes back to, because
people, I find the mistakes I've seen people
make is they focus on sometimes the wrong things
like, how do I get downloads? How do I get subscribers?
What technology do I use? They get hung up on
these things. But what relationships are you
building? Really, we usually start people with
a strategy of creating your dream 200, right?
What are the relationships that you should be
building and or can be building? And I think
of it as, well, what's the biggest initiative
for the company? Because I feel the podcast serves
whatever initiative you have, right? Sometimes
it's, you know, build out a pipeline of referral
partners. Sometimes it's clients. Sometimes it's
another initiative. I was talking to one company
we worked with. It shifted. The initiative shifted,
right? It was like, okay, we want to build out
partners, right? So we brainstormed the people
in their industry. that they should be giving
to right through the podcast and partnerships
but then what happened was they were at capacity
okay their their company had all the clients
they wanted it was an engineering firm and they're
like what do we do what do we do now i'm like
well obviously you want to build the well before
you need it so i'm like don't stop doing what
you're doing but also i'm like well what's your
biggest initiative their biggest initiative is
hiring Right. Because they're teams at capacity.
Great. So where do you hire from? Oh, we hire,
typically we get lots of referrals from people
in engineering at universities. Okay. So have
you had any of these professors who refer you
a lot of these candidates on your podcast yet?
Oh, no. Okay. Well, then use it to build relationships
with people that stay top of mind, that people
are referring you good hires. Right. And so it
goes with whatever the initiative is. And that's
how you figure out like what. relationships do
i build huge that is so awesome we're going to
take a quick break we're going to come right
back and we're going to dive in deeper into what
jeremy's up to with podcasting and how we can
help you guys build podcasts for the sake of
amplifying your visions, for the sake of creating
traction with relationships and understanding
ultimately how to create something long -term.
This is a huge component of how to create long
-term sustainability in 2026. And it's amazing
how many people aren't looking into it yet. We'll
see you on the other side. All right. Welcome
in to Vision Pros Live with Jackson Callum. I'm
your show host. We'll be doing interviews for
visionary entrepreneurs and guest leaders who
are building fantastic visions out there. hey
what's up everybody welcome into another episode
of vision pros live i'm your show host jackson
callum founder and ceo of first class business
and we have the grand fortune today of being
live with a podcast legend and dr jeremy wise
i've really enjoyed the process of getting to
know him looking into his company as well rise25
.com and seeing that his more than a decade of
experience helping companies use a platform such
as podcasting to turn conversations into credibility
clients and community is so applicable i know
a lot of people get into podcasting because They
just want to build a hobby, and there's nothing
wrong with that. But there's also nothing more
sad to me than somebody who's pursuing something
like that, and then they have to give it up because
they can't afford financially to keep moving.
You can have your cake and eat it too, my friends.
You can do both things. So in this conversation,
Jeremy and I are going to expound on our combined
30 -plus years of experience being behind the
scenes at companies and also through podcasting,
working with founders and CEOs and thought leaders
to turn these conversations, their conversations,
into trends. trust, authority, and long -term
business relationships. And I think that's so
key to look at. You guys can go find on ChatGPT
or you can find a bunch of young gurus who maybe
have a year's worth of experience. There's all
sorts of stuff out there. But what I find really
helpful is when I dive in and talk to the 10
-year veterans and stuff, I'm always looking
for those people like, dang, what else can I
extract and understand? So we're going to talk
about why most podcasts stall after early excitement.
In fact, I'm going to knock it out right now.
Why? Because it's hard. It's hard. That's it.
It's just hard. You're going to learn along the
way that it's hard. So if you don't have the
passion for it, then you might just skip the
project altogether. Two, we're going to talk
about how elite hosts use conversations as a
strategic asset. Listen, when you tell somebody
you love them, you're using a strategic asset.
It doesn't mean you're manipulating. It doesn't
mean you're bad. It means you're smart. To communicate
in a way that somebody loves but always do so
intentionally So we're going to talk about again
how the elite hosts they have certain patterns
about them things They do also going to talk
about what credibility looks like in a noisy
AI saturated world meaning We don't want to focus
on the saturation of what you can find anywhere
else. We want to focus on what truly drives credibility.
And we're going to talk about from both sides.
If you have major credibility, and if you don't
think you have credibility, what do you do in
those cases? And lastly, we're going to talk
about how podcasting fits into a healthy, sustainable
business ecosystem. When I was with Junaid Ahmed
building out a studio in Atlanta, we were building
it for... a mergers and acquisitions firm that
really knew very little about podcasting and
they had this firm they didn't even understand
the gold mine of what they were building they
were doing it for fun but as we talked about
how the podcast gives them an opportunity to
explore their frequently asked questions and
the buyers questions that they get talk about
case studies and invite clients in to interview
them and showcase the depths they become industry
leaders while also ultimately creating a media
hub where the entire industry can come and see
and learn from them and see wow that's why these
guys lead this industry there are so many opportunities
of what can be done with a podcast and what can
be done to expand your vision through podcasting
so i'm going to bring jeremy on to pick his brain
more than mine about this and real quick before
i bring it back on a couple of other resources
for you visionaries out there these are three
phenomenal visionary companies that are out there
helping the world one is dr shannon and dr justin
pierce with journey to wellness check out what
they're doing in the naturopath space these two
people are people i've known for more than eight
years i've seen their growth from mill pond all
the way to attorney to wellness and now we're
going to be rebranding to dr shannon .com and
we're recording followers but what really drives
me is i sent three people to shannon who did
not have a doctor who could help them with their
circumstances in life and i had heard shannon
works the miracles i don't know a lot about medicine
so i sent these three people over different time
periods every single one of them came back i
thought i was like hey how'd it go and they're
like oh my gosh shannon is the absolute best
nobody's been able to help her like she has so
again i can't speak from a technical standpoint
but i can tell you i very much believe in what
she's able to do i'm grateful she's helped my
friends and family members then there's jennifer
reed with practice makes permanent jennifer reed
as an emotional intelligence guru who also specializes
in sq spiritual intelligence and practice makes
permanent is a new entity that she came out with
after her 20 plus years of working at one of
the i don't know i'll let you guys decide working
at the irs i don't think building cultures in
that company or that brand or that government
entity would be that easy to do i just have a
feeling about it and she's been an executive
in that brand and others and she has such a strong
profound depth of being able to facilitate leadership
conversations around culture and i can tell you
if you focus on your culture and helping build
up your people internally the direct byproduct
of that is actually profitability and revenue
growth too and of course everybody feels better
about what they're doing as well so it's happened
to her wisdom as well and then lastly is the
water project the water project is something
that's near and dear to my heart by choice I
have personally never been thirsty in my entire
life. I didn't know what that was like. But what
I heard about this project and what it did, and
I saw that when you contribute to a specific
project in some random part of Africa, they actually
do the social media evidence. They show you that
they built a borehole well or that they created
a sand dam and how they did it and what they
trained the community on so they could sustain.
I was like, man, that level of transparency is
so inspiring. And it made me start to think about
how, what if my kids? didn't have water and they
had to leave school together i had to leave work
in order to find water like what would my life
be like that would hold me back in tremendous
fashion so when i saw the kids on this site celebrating
water like my kids celebrate christmas day i
didn't even see it right here i was like oh my
gosh i gotta do something about this so it's
one of the things that we talk about on the show
if you have the ability to contribute to the
water project join us in that we contribute monthly
to it i hope you have the opportunity to say
if you don't have the finances to contribute
my final hope on this just share it with your
friends and family over dinner. Talk about it.
See what happens. You might inspire somebody
to give $500 to one of these communities, and
that could have a generational impact for decades
on the well -being of those individuals. So,
my friends, we have 8 billion people to serve
on this planet. If you know of another cause,
Drop in a link, drop in the comments. Let me
see that cause. I'll personally take a look at
it. And it might be something that I also promote
here on Vision Pros Live. So now without further
ado, we need to get back to serving each and
one of you. Jeremy, again, thanks for being here.
Podcasting for leaders. Let's dive in. Thanks
for having me. Yeah, man, absolutely. So these
leaders, again, do we want to dive in to talk
about... How businesses can leverage podcasting
first? Or do we want to talk about the nature
of lead hosts and what are the things that they
do to maintain their relationship so well? Yeah,
we talk about lead hosts, you know, which gets
into the content piece, because it's a common
question people ask is when we're talking about
podcasting and the strategy, they immediately
want to go into the actual interview and actual
content. So we can go there for a second. You
know. When I think of it, just to step back for
a second, I think of kind of five steps to profit
with the podcast. And when I talk about that,
let me just qualify it for a second, Jackson,
because I'm talking about B2B podcasts, okay?
I'm not talking about a comedy podcast. I'm not
talking about a true crime podcast, a sports
podcast. I am nowhere near an expert in any of
those. But what I am really versed in over the
years is someone who's got a business and they
use a podcast. to, like you mentioned, increase
authority, trust, build relationships. And so
our step are create that dream 200, like build
out that strategy. Then it's reaching out to
those people. Then it's producing the art and
science of producing amazing content. And so
it's kind of the third step, I guess you could
say, in there. And with that, some of the things
I think about is I want the guest, to i don't
i'm not into gotcha questions right or anything
like that um but i want the guest to feel special
i also want to talk speak to the expertise of
that guest and so i kind of you know i remember
um when i had i had one of the the co -founders
of pixar on the podcast and i was like inside
i'm like and and i've done thousands of interviews
and i'm thinking you know i was like freaking
out inside Jackson, I'm like, what am I going
to talk about? What are we going to say? But
I'm not sure. And I'm like, just settle down,
Jeremy. And what I go to is more like open -ended
questions that let them expand. And a good one
that I always like is how do you start the business?
How do you get started? And there's always a
story, right? And so I remember I asked that
question. I think he talked for like 20 minutes.
And I would just sat back like. could add popcorn
just listened i don't need to say a word just
how did pixar get started right and he went and
told some you know stories about george lucas
and steve jobs eventually invested you know putting
money into pixar and just told some incredible
stories i could sit back and relax so you know
sometimes it's just i think of what's the question
to ask that elicits a good story Okay. And it's
a little bit of prep before, right? I always
like to ask what that person's thinking about
and maybe they have a story, like a fun story
that they have from their journey. But it's specific
stories. If we think of what we remember and
what we learn from, it's a story, right? And
so if we look, think of our best, you know, favorite
TV shows, movies are stories, right? And so getting
the guests to tell stories. And I find you get
the guests to tell a story because as you know,
some guests are more dynamic than others. So
I always think of what's a question that will
elicit a good story. And it's usually an open
-ended thing, like how'd you get started? Also,
it could be, what was a big challenge you experienced?
What was a high or success you had? Just what
are some questions that they can expand on, right?
So that's how I think about content. The second
thing is I always think of, you know, it's not
just the content, but it's the relationships.
Like what we talked about before, I'm always
thinking of how do I give to my relationships?
And so how do I mush together content and relationships?
Okay. And so I just had recently a guest on CJ
Bruce, who's got a marketing, digital marketing
company for food and beverage bands. And so one
from a content perspective, all right, I tell
also be able to be selfish. meaning ask questions
you're curious about. So I was curious about,
I'm big into Jackson. I think you are too, like
healthy foods. Like what kind of kombucha flavors
or brands does someone drink? What kind of protein
bars do they have? What kind of plant -based
products? And so I took the liberty and he works
with a lot of these different companies to ask
him what he likes. Right. And so he was rattling
off. you know, different names of companies.
And I was like writing, you know, I was writing
them down. I'm like, and he felt he was boring
me. I'm like, keep going. Like, what else do
you eat? And what do you like? And I'm like,
I'm writing my grocery list down right now. You
know, I should try based on your recommendations.
But in addition to that, we're also giving a
shout to some of these brands, right? As well
from a relationship perspective. So for me, it's
all, it's great content, right? Cause I care
about it. And not everyone does care about, but
that's fine. Like I was really curious. And that's
why I asked. And we went deep and he was like,
yeah, I could stop when you want. And sometimes
I'll ask about books because so as a host, what
is, what do you geek out on? Right. And maybe
other people don't, but that's okay. Right. And
so I may ask about, Oh, Jackson, give me all
of your favorite books. And I just had someone
on earlier today also, and they named like three
and I'm like, keep going. like because i could
tell they had more you know and they're like
are you sure i'm like yeah go in your bookshelf
and just read them read them off right now and
so they're like oh how to win friends of his
people that's great you know he's like thinking
or rich you know he said um you know uh emith
by michael gerber he said getting things done
by david allen and so when i find some sometimes
jackson i will i have my audible app open and
i'll literally buy it by the time they're done
talking about it I'm still listening, but I'm
like, oh, yeah, that's a good one. I'll type
it in. I'll buy it. So questions that you're
curious about, that you care about that, you
know, and so that's from a content perspective.
Well, you're you're an action oriented listener.
And sometimes in like when we were younger and
in school, some teachers hate that and they punish
you for it. But I found that it's one of the
coolest and most. most important ways to honor
somebody and so i want to recap some of the things
that i learned from you just now because i don't
want anybody to miss it please give in the comments
to what you learned on this because there's so
many subtle realities of what we can pick up
so um you talked about asking people about a
story and one of the things i love about how
you interview jeremy i don't do this by the way
i think i come a little bit across more as uh
more as hosty but when i talk to you it's like
we're in the living room talking It's a very
personable experience. I do tend to focus a little
bit more on tone and cadence. And so I'm going
to talk about that side of asking about story.
And that's your style. You know what I mean?
There's no right or wrong. The beauty of the
podcast is you do whatever you want and it fits
your style, right? So that's your style. And
that's exactly right. And we don't have to be
apologetic about our styles. We can embrace our
styles on this. And we can still collaborate
and find ways to engage them. So when you're
asking about story, one of the easiest things
to ask about stories, I learned this from one
of our past guests two years ago. I just can't
remember his name. But he's a phenomenal networker.
And he always leaves with asking people and just
saying, tell me about your story. And so there's
a big difference. And there's a huge difference
in tone. For those of you who are newer at the
interview process of... Jeremy, what's your story?
That's like intimidating. It's like, what the
heck do you mean by what's my story? But if I
say, tell me about your story, and I use a nicer
voice, and I leave it open -ended, and I'm a
bit playful with it, that encourages somebody
to be like, okay, cool, I can create a story.
And they might ask, what do you mean by that?
No, seriously, beginning to end, or you can start
in the middle. Tell me about yourself. You can
always expand on it. So there's so many ways
to do that. The second thing that I caught on
that, you said get your guests. to tell a story
that's something i can work on as a host is find
out how do i get somebody to mention that pixar
story and and make that make that plug so that
it's easier for them to dive into your pros you're
able to do it by yourself but sometimes as hosts
we have to learn to nurture the guests into the
type of environment or the type of mindset to
speak the right direction. You talked about the
grocery list. What Jeremy's alluding to, what
he's exemplifying is we can take action on what
our guest is giving us in the moment. And what
we're doing is we're honoring and we're validating
how they feel about what they're sharing, which
gives them more confidence to continue to open
up and explore and not think about the show.
Another thing that you did on that. You talked
about the shouting out to the brands, just like
I called out Johnny Dumas and Lewis Howes in
the beginning of this. I did that on purpose.
And what we're going to do with our content afterwards,
we have a resource section built into our landing
page where we literally tag Johnny Dumas and
his brand, and we tag Lewis Howes and his brand.
And as our company grows and as our team for
distribution grows, we're going to be reaching
out to these celebrity -level influencers and
say, hey, by the way, you've been mentioned.
30 times throughout Vision Pros Live by 30 different
people who would love to interview you on this.
And we can use those examples to showcase and
put materials together that do what? What Jeremy
talked about. How do we serve those individuals
and help them realize we want to build relationships
with them too? And then you talked about the
books. I love asking people, what are your three
favorite resources for visionaries? What three
resources do you recommend? And I like the word
resources. Because I want to hear about the books,
but some people get really creative. Also, some
people don't read books. They may listen to a
podcast. Totally. They may have an app or software
they like, so it lets them go with whatever direction
they want. I want to plug one more gap because
I love your concept of we've got to talk to our
dream 200, make that list. That is for those
who are a lead in business, by the way. And I
want to be careful on this. You can call wherever
you want. Don't get me wrong. Don't let me control
you on this. But here's my wise advice on this
from having ruined my dream 200 and my first
few years of business when I had no idea what
I was doing. I thought I was the hot stuff. I
thought I could influence people. And what I
do, I called my dream list and I pretty much
pissed everybody off because I. I had no idea
how to provide real value. I wasn't there yet.
So here's my gift to you who are newer. Write
your 200 dream list and then just put it in a
drawer for a little while. And do what Michael
Gerber of the E -Myth talked about. Thank you
for mentioning that. Boat Journey is one of my
absolute favorites. I regret not reading it.
The day it came across my desk. I read it eight
years later and I was like, oh, I should have
read this. He talks about calling 300 people
in your market to find out how do they feel about
what's going on. So my request for all of you,
for your own sakes. at least call and talk to
300 people first. You can find them on LinkedIn.
You can find them on Facebook. Validate what
you're up to. Learn how to swing the bat and
strike out over and over and over before you
call your 200. Then once you're prepared, once
you're well -versed, you know what you're doing.
Now it's time to really dive into that 200 and
say, I'm going to own this. And so you don't
have to wait fully, but my recommendation is
at least swing the bat a few times. Do those
people a favor and prepare yourself super well
so that you're on point when you talk to them.
So you can either double down with me on that,
Jeremy, or we can go right into it. Yeah, I wanted
to just piggyback on that for a second because
I was looking up because I couldn't remember
the name of the book. Talk about how do you reach
out and approach Dream 200? And for me, when
I think of the podcast, I always tell people,
don't start off with the coldest of colds. Start
off with the people you know and build from there.
So you don't have to go to someone you don't
know. But it was a really good book about that.
And again, I want you, I want you, you're going
to challenge me on this. But if I've been a bonehead
kid or a bonehead for 25 years of my life. And
I go and tell my friends or family that, hey,
I'm starting a podcast. I'm going to get all
sorts of people who love me enough to push back
and say, what the freak do you think you know
about podcasting? And that can crush your ego.
It can crush your aspirations. I love that Taylor
Welch says, don't share your dreams with your
friends and family. And I get what he's saying.
Don't share your goals with them because they're
going to try to tear it down and stop you from
doing something stupid. But there's a balance.
So Jeremy, you're right. You got to know if your
family is toxic or not as well in the process.
But yes, there's a context on it. I mean, you
know, like I told you, start with your relationships.
And when I say that, I'm talking more like the
business sense. Like if you have key clients
or partners already, like you reach out to them
and they know people in that sphere. But there
was a really good book that I. listen to um about
this topic called the third door and so i encourage
people to check it out alex i don't know how
to pronounce his last name um banana um and it's
really good about how he built relationships
and connected with like bill gates and just some
really high level people and he talks about how
he messed up along the way and what he did well
um and on that topic you know i never eat alone
by keith ferrazzi's another great book about
relationship building so there's a lot out there
um as far as that goes but you mentioned something
before about stories of gas and here's a and
i when you said it just popped in my mind what
i actually do because sometimes i don't realize
what i'm doing in the moment but sometimes people
will talk and they won't be telling a story they
may share like i had someone talk about um a
website they're like oh yeah we connect like
chat gpt to this other ai tool and i'm like oh
can you give me an example and so by saying can
you give me an example almost forces someone
to tell a story right so if they're saying well
jackson like my leadership principles or blah
blah whatever and you're like oh cool can you
give me an example of when you know so it almost
force functions someone into telling a story
and it helps me understand what they're talking
about because someone said an acronym and i was
like i had no idea what they were saying with
that okay and i was like can you give me an example
how you use that and just help tell me what it
is right and because some people they're so they're
so smart and it's industry jargon and most people
may not even know they're talking about so Hey,
can you share an example of that is a really
good way I have found to get someone to tell
a story. I love that. And I love that it still
gives you the position of not necessarily having
to admit that you don't know. But I'm going to
juxtaposition that as well and transition us
to what credibility really looks like in this
noisy, saturated world, because it's also OK,
my friends. And in fact, it's encouraged to not.
No. I figured if I don't know, I'm sure there's
a lot of other people that don't know. Same thing
with you, right? So people are probably wondering,
what was that? How can I know you lose someone?
Exactly. And so I think a lot of hosts mess up
in the early days. And salespeople do this all
the time, too, where they feel like they have
to know it all. And they pretend they have to
know it all. But in reality, one of the greatest
things that can liberate you is a quote from
Matt Cutts, the search director of Google. When
he was teaching our young startup back in 2010,
he said, hey, guys, I'm not the god of SEO. So
I don't know everything there is to know about
it. The true side of an expert is not somebody
who knows it all. It's somebody who's willing
to go get the answer. And so there's 2 ,000 people
here who change the algorithm every single day.
How am I going to know what they did today? And
so I will go get the answer for you. But that's
the same as everybody. So if you're a new host
and you hear something you don't know, lean into
your credibility by saying, you know what? I
don't know if my audience already knows about
this or not, but that's a new term for me. What
is that? And what is that acronym? Where is that
applicable for my life? And your audience is
going to go, oh, my gosh, I can trust this person.
This person's actually willing to be real with
me and they're human, too. So, Jeremy, let's
talk about credibility from all sorts of angles
on your side as well. And sometimes coming from
beginner mindset, I mean, some people and sometimes
I get worried that people can think I'm dumb
if I, you know, don't, you know, know this or
whatever it is. But for instance, I had Dimitri
Buterina, OK, who is co -founder of Block Geeks
and his son. started ethereum founded ethereum
okay and so when i had dimitri on i'm like dimitri
i'm super confused with ethereum you know cryptocurrency
nfts and so and he's like break it down he's
like germ i'll break it down for you and again
sometimes i just i don't have an ego i'm just
i really don't know and so he did an amazing
job explaining how like he's overqualified to
teach this to me, but if we're going to talk
about it, I kind of wanted to understand the
basics. Right. And so it was a really interesting
episode and he could have been like, I could
have been like, well, he's going to be like,
Jeremy's such a dummy. Like, you know, he's,
but it really helped. And some people have different
definitions of these things too. Right. And so
I just wanted to hear from him. And so he really
broke it down in a simple way and allowed me
to understand. And then when I forget Jackson,
because I'm like, wait, what was that? I'll just
go back and listen to the episode and have him
explain it again, virtually, you know? Yeah.
You've got a forever mentor on that and free
mentorship from somebody who otherwise would
have been pretty hard to reach. So there's so
many hidden secrets too, of the value behind
what podcasting can do for us. So from a B2B
standpoint. and credibility i'll make one other
claim about it that that can help people that
i think too many people accidentally have blind
spots on and fall victim of if you're a doctor
never use the words well you can trust me i'm
a doctor when we position our authority based
on our title we're only showing that we can't
explain or we don't really understand the value
of something and i see founders do this um so
many different industries they fall victim of
saying well we're the best or you know you should
trust us because we have six thousand reviews
or whatever um that's a false sense of authority
so where what what elements do you help clients
realize they can put in the place to to create
a true sense of credibility for what they do
jeremy So on the topic of authority, it's funny
you mentioned the doctor thing. So I'm listening
to the revised version of anyone out there has
listened to Influence by Robert Cialdini. There's
a new version, new and expanded version. And
I'm listening to it now. I have like three hours
left of it. But he talks about how that is an
authority. There's multiple layers of authority
and credibility. And he said the people in these
commercials would hire. someone from a sitcom
or soap opera that played a doctor wasn't even
a doctor on there and that was enough to get
credibility that they played a doctor on tv right
and you've i forgot what the saying is is like
i'm not a doctor but i played one on tv right
and but it still it still works even if someone
right and so Sometimes, again, there's layers
of credibility. In the mass market, though. I
mean, let's be real. In the mass market, it works
with general pop. But if you're working with
elite minds. Yeah, yeah. I'm just saying there's
layers of credibility. And, you know, there's
no better credibility. I've talked to some of
the top direct response marketers and copywriters
in the world. Okay. And they're the best in the
world at this. And they say, I don't create copy.
I assemble copy. And a lot of it is. testimonials
and case studies, like real testimonials and
case studies. So if we talk about real authority,
it's like someone who used a service, got an
actual result and talked about it. Right. So
there's, I don't know, maybe you could tell me
what's a better social proof credibility authority
than lots of testimonial case studies. And there's
ways to do. I mean, a shout out to Ian Garlick,
who runs videocasestory .com. And he's like,
Jeremy, it needs to be super actionable, super
specific, like saying, I loved working with so
-and -so. It's not a good case study, but let's
just assume it's a good one. I'm glad you counted
yourself perfectly on it because there's a profound
depth and value of having tons and tons and tons.
But I love that Ollie Gardner of Unbounce taught
this thing called Frankenpage, one of the best
in -person presentations I've ever seen. And
he talked about how your case study should show
the transformation. If you're not showcasing
the transformation, then people can see right
through it that are more sophisticated in terms
of marketing. So if you can combine the art of
having hundreds of thousands of testimonials
because you're just that well -known, and you
can combine that with the showcasing of, wow,
within seconds I can see and feel. Dang, I want
that transformation. That is huge. I don't think
there is much that can compete with that level
of influence. Yeah. And sometimes for inspiration,
Jackson, I'll go to VWO .com if anyone's heard
of it. It's Visual Website Optimizer. And they've
kind of shortened it to VWO .com. And the reason
I get inspiration from there is because they
basically test. web pages, right? So they'll
split test web pages. So you can show different
web pages to, let's say, 100 to this group, 100
to this group, and you see which one converts
better. And then you could even swap out elements
of that page. So everything's the same except
for the headliner. Everything's the same except
for the example. So when you mentioned authority,
I look and see what do they have on there? Because
I'm sure they've split tested this page. a million
times okay because that's what they do so what
i look at is from an authority okay so they have
a specific you know actionable thing then they
have some you know banners of people of companies
they've worked with then they have a comprehensive
platform then they have some case studies so
i just look and see what How do they lay out
the page? Because I'm sure they've tested this
a million and one times to get some inspiration,
right? And what the calls to action are. And
so from an authority perspective, obviously,
when I'm talking, I'm going to go back to podcasting
and authority. Obviously, you're borrowing authority
from guests that you have. head on right so when
i had uh i had a friend say oh jeremy i love
iq bars right um i you know i'm like oh cool
he knows i like a good protein bar so i go out
check it out i'm like oh this is great maybe
i'll have the guest on my or the the founder
of my podcast he goes well do you know i'm like
no that's fine so i emailed him in that afternoon
he responds with sure i'll come on the podcast
and he goes how'd you get him on the podcast
so quickly i'm like well i just emailed him but
the truth is there was a lot of social proof
in my email, right? So I said, hey, I've also
had, by the way, do you want to come on? I've
had the founder of Quest Nutrition, RX Bar, Jimmy
Bar, and I listed a bunch of other CPG companies
on there. So even if someone's like, well, Jeremy,
I haven't interviewed those people. That's cool.
I think of, okay, what credibility and social
proof do you have? How many years in the industry?
past clients or people have you worked with like
you mentioned john lee dumas and lewis house
right so there's lots of ways to have social
proof it's not just numbers like when i had reached
out to the co -founder of pixar i didn't he didn't
go how many downloads do you have because i already
provided enough social proof and credibility
in that email that he didn't have to ask that
it didn't matter now that is one metric like
if you i say if you got it flaunt it right so
if you have a lot of linkedin connections if
you have a lot of facebook connections you know
whatever you can use that but there's lots of
layers of credibility there there are and i love
what you said about the i actually really like
the quote that if you've got it flaunted just
be careful my friends because it's like that
title of being a doctor um you know if you're
trying to pose with your accolades or as your
titles as your form of credibility like the most
sophisticated the market the people who are going
to want to work with you long term they might
buy from you temporarily but as soon as they
find out that you're not really all that a bag
of doritos they're gone so i'm a big fan of the
quote too it's who you know not what you know
but my quote is it's who you know not what you
know and then it's what you know because if you
don't know what to do after you meet that who
you're screwed And you're probably going to be
screwed for a long time. So you want to make
sure your credibility is tied to your authenticity
or integrity. And so what we were just looking
at with BWO, thank you for that, Jeremy, because
I'm going to be gifting this to my team because
we are constantly looking at how do we make sure
that our testimonials. and our case studies our
authority is interlaced into our content in a
way that's super organic through the show through
our landing pages and bwo is one of the best
pages i've seen i was going to show vid iq because
vid iq does a really good job of this and it's
not an accident that their features Their benefits
and their pain points just happen to be talked
about by the clients that are featured throughout
their website. That is not an accident. That
is a strategic plug to make sure that every little
piece of content that they have built into their
page is contributing to showcasing just how powerful
vidIQ is. Without vidIQ, you happen to be the
one to say, oh, we're the powerful one. We're
the biggest. Nobody cares what you think. People
care what others think about what you do, and
they care if you care. about what they're doing
so with podcasting i'm going to go back to the
horizontal principle that jeremy started us off
with all of our content all of our effort if
everything that we're doing is designed to show
people how much we care about building a relationship
with them that's going to help you create something
sustainable or create a sustainable podcast so
we've got very little time left jeremy i want
to make sure to make room for is there anything
else that you want to share from this golden
bag of wisdom for the podcasters that are out
there anything that can help visionaries and
podcasters continue to grow there here's two
things and it's nothing with podcasting necessarily
but you know it does and it doesn't it's more
business right yeah i think of one of the two
most important things that i have to remind myself
of and sometimes i forget which is some of the
most important um breakthroughs i've had is because
of mentorship right and in podcasts is it could
be mentorship through listening to a podcast
having a podcast guest on listening to a book
but finding out someone i highly respect and
delivering value to them and in return i've got
i had some great mentors like one uh brian kurtz
is awesome he wrote over deliver and just one
of those human beings like a true giver of a
human being and when i first had him on the podcast
i'm like this person is going to be my friend
colleague and mentor because he's just an amazing
person and Getting a mentor that's doing what
you are doing, who's been there, done that. I
have mentors in health, in business, in a variety
of aspects. So it's not just one mentor for everything.
And so mentorship has been huge. I'm always thinking
of who has already done what I want to do. They
already have the roadmap. And so getting that
mentorship. um that's one one thing that has
been something subtle that you just because you
just nailed it and no almost nobody talks about
this and most people can't hear it one of the
saddest lines i hear people say is i have a coach
or they're talking to an audience about somebody's
off and like already have a coach And I'm like,
what kind of coach pigeonholed you into thinking
that you only need one coach for life? You're
stuck. Bill Gates, LeBron James, any major athlete.
I go to Michael Jordan, obviously. He had nutrition
coaches, fitness coaches, Phil Jackson, all those
people. So I just say, those of you visionaries,
expand to having multiple. And of course, be
wise about who you work with. So Jeremy, what's
the point number two? You know, a good friend,
colleague, mentor, Ed O 'Keefe wrote Time Collapsing.
And so I'm always thinking of time collapsing.
How do you collapse time and get a result in
a shorter period of time? And one of these things,
Jackson, I sometimes forget. The biggest time
collapsing I've seen, and it's not always possible,
is from a mentorship perspective or relationship
perspective is to spend money. So some of the
people that I respect. I will buy all their books.
I will, if I have, you know, if someone has the
means, I will buy their programs. I will buy
their master, like whatever it is and to learn
from them. And that's a time collapsing piece
that, yeah, you can consume this stuff for free,
but having that relationship and just putting
money on the table saying, I value you and paying
for your time. I have people that will, that
mentored me and they're happy to talk to me and
not charge me. And I insist, I'm like, listen.
your time's valuable i want to pay you for a
once a week session i mean they're a friend by
the way but i want to pay you for once a week
sessions i don't want to feel like i'm bothering
you and i want to pay you like ongoing right
and so i have found that to be something that
just jumps you right oh i want to connect with
just buy all their stuff i mean if you or buy
whatever you can with their stuff right it could
just be their book right 20 bucks or whatever
it is so That's two things that I'm thinking
about that from a time collapsing perspective
have helped me personally. Huge. I'll give another
example of time collapsing from today and a special
shout out to one of my mentors, Dr. Lance Knob,
who I met through this show. And Dr. Lance runs
a mastermind on Thursdays of a super elite set
of entrepreneurs. I can't believe it's free to
be honest with you, but he does a hot seat session
where every Thursday at noon, we're on this clubhouse
and. The person that's in the hot seat proposes
what their challenge is, and we all get to contribute
on that. So today, the gentleman that was speaking,
his name's Andrew, and another gentleman, I wish
I remember, I think it was Tom. They were talking
about... social media and how to do better on
social media and they're they're old school guys
they know how to do the traditional business
stuff and they were both taking the the humble
approach of saying like you know i don't really
understand or know it and so i've got to do this
i've got to this i've got to this i've got to
this go to this go to this and and it was nothing
aligned with the pattern of their careers which
was all built around teams and people and so
i jumped in for my session to give some v i said
you know You guys are probably the two out of
– if I had a room of 99 marketers and you two,
you would be the two that I would turn to to
help me figure out how to crush it on social
media. And the reason why is, one, you have the
humility to admit that you don't know what to
do. Two, the other reason why is you understand
the powers of the team. So there's an old fable
about two guys that are trying to cut down trees.
One's old, one's young, and the young man's super
buff, and he's trying to cut down trees. At the
end of the day, the old man's cut down two trees.
And the young man's only cut down one. And the
young man's going, what the heck, man? Why were
you able to cut down more trees than me? You
were taking breaks all the time. And the old
man says, well, while you were sitting there
just chopping all day at that darn tree, I was
sharpening my axe. Well, they didn't notice the
third guy. There was another third young man.
And the third young man had chopped down 15 trees.
And they're going, what the heck? how did you
chop down 15 trees? And he says, well, I spent
my first few hours hiring some people. I thought
you were going to say a chainsaw, but yeah. Right,
it's a chainsaw aspect too, but I think one of
the biggest challenges in entrepreneurship. So
many solopreneurs fall in the category of entrepreneurship,
and they don't realize it's a team sport. And
that if you don't have great team members, you
don't empower your great team members, you don't
take action with great team members, if you fall
into that mentality, I have to figure this out
myself. I have to do it all. I have to be the
one who finds that ego is taking over. But if
you can build a great team, I could have never
built this podcast without a team. Never. Especially
not at the level that it is. I love my team.
My team is what makes all this possible. And
so I highly recommend studying these. Jeremy
listed so many phenomenal research to help you
do it. He's helped us understand the value of
mentors. But if you're looking at the people
who have been successful for longer than 10 years
at what they do, ask them about their teams.
Ask them who helped them along the way. The most
successful ones almost always have a whole group
of people that they've been able to inspire to
help them move. And that is time collapsing.
When you've got 10 people who are working on
building out the project, it's a phenomenal way
to time collapse. And there's also ways we can
do that for ourselves too. So Jeremy, this was
so powerful. I wish I could keep going for another
hour. I would love to, but I do need to be responsible
with my team and get some things done for them.
But those of you who are listening, drop your
comments, drop your questions. Feel free to connect
with us. I know that Jeremy is one of those types
of mentors who's able to be there for people
who want it. So don't hesitate to reach out to
him. Check out rise25 .com. See what that can
do for you as well. And if you're in the space
for moving forward with a podcast, make sure
to lean on people like Jeremy and see how to
do it. Don't try to do it on your own. You can
avoid so many potholes and you can make sure
that you're following the best type of roadmap
to get to where you want to go by mentoring with
those who've already been there and done that.
So Jeremy, I'll give you the last word, final
words of wisdom. There's a lot of free resources
on inspiredinsider .com, which is my podcast.
So you can search if you're looking for resources,
like how do I name my podcast or whatever it
is, just type it in the search bar. I'm sure
there's something there. So it's there for you
whenever you want it. And connect with me on
LinkedIn. If you're on LinkedIn, I'm more active
on LinkedIn. Very good. Inspired Insider Podcast.
Let's check it out. I'm going to subscribe right
after we hang up on this too. Jeremy, it's been
an absolute pleasure and privilege in Vision
Pros. If you want to share your vision on our
episodes, there's a button at visionproslive
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You clicked a book and we would love to interview
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I just love hearing about Visions from people
who are out there helping others in the world.
Everybody take care. We'll see you in the next
episode. Thank you for being here today. I'm
really happy that you tuned in to Vision Pros
Live. I'm looking forward to seeing your reactions
as these episodes continue to move forward. This
is going to get more and more fun. We'll have
more and more engagement as well. invite people
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giving us your time and attention. Have an excellent
time building out your vision and becoming a
vision pro yourself.