Find Your Zone of Genius With Live Shows
Text, images, and video dominate the world of content. If you have a way with words, a blog can bring you a windfall of conversions. If you can effectively communicate a concept with an infographic or a unique image, Instagram, Facebook, and Pinterest can become your vessels to the promised land. Video requires production ability and a bit of a director's mindset.
Is there a way of boosting your brand without the skills necessary for writing, graphic design, or a video production crew? How can you leverage your creativity for promoting your business through content creation in a viable way?
The answer: Live shows.
With the popularity of podcasts exploding onto the scene, a live show is a weapon that few businesses consider placing in their arsenal. Try listing the top five businesses you know of that have their own show. We bet you'll come up with two... max.
Of course, if you think about it, the biggest podcasts in the world are businesses within themselves. However, we're not focusing on a show-centered business. In the next few paragraphs, our goal is to show you a growth hack that can give you the ultimate edge in promoting your brand.
For that, we talk to author, entrepreneur, talk show host and speaker, Joseph Jaffe.
What Should a Company Know Before Starting a Live Show?
Live shows are unlike any other type of content. If you're already doing video and think you can transition seamlessly into live content, take some time and contemplate. It may not be rocket science, but getting comfortable with the idea of a live show is a prerequisite. The humanity, joy, and instant feedback provide some intangibles that set live shows apart from recorded video.
As per Joseph Jaffe, if you're going to start a show, you need to commit to it for two years, otherwise don't do it at all. This puts fear in big brands but is something that you should embrace if you want to succeed. You need to stay the course for the long haul. Testing, learning, and changing things up will allow you to adjust along the way. After all, knowing that toward the end of the two-year period your show will start to flourish should be motivation enough to keep you honest.
As an example, Joe Rogan had done about 1500 episodes when he sold his podcast to Spotify. And even though he'd achieved big success before that, the patience and drive to keep the show going paid off massively in the end.
Who Should Be the Host?
If you're looking to start a podcast for a personal business, the host of the show is probably looking at you in the mirror. However, when running a business, choosing a host for your show is more complicated.
While it's entirely possible that Elon Musk could host a Tesla/Space X show, chances are he's spending most of his waking hours overseeing the innovation taking place in his companies. Furthermore, a company CEO is probably not looking for constant exposure to the public, although in Musk's case, he'd probably kill it in that role due to his character. Having said that, a pop culture business personality would benefit more from a degree of scarcity in his appearances than spamming the audience with his presence.
Although you may not be one of the three richest people in the world, the same concerns should cross your mind when starting a show. The host will be the face of your brand and incentivizing someone from inside your company is a logical choice. There's likely already working for you that is already doing something similar.
At the same time, you shouldn't be afraid to look outside to the creator economy. The right influencer may be able to bring the right amount of entertainment value.
What Is Important in the Planning of a Live Show?
Nothing is a waste, says Jaffe. When you're starting out, not everything will go to plan and not every idea will be a home run. Acknowledge what doesn't go right and be forgiving of yourself.
Another important concern is making sure you're spending enough time on the marketing side as you are in production. Your podcast or live show won't get itself into your audience's viewing devices. You'll have to do the necessary leg work to grow your audience.
The content from an hour of your show can turn into countless pieces of content for different channels. This can provide content for weeks and even months on end. Knowing how to structure your show to facilitate this content repurposing will go a long way in populating your social media channels.
What Should People Consider in the Early Stages?
Take a page out of eastern philosophy and start with the end in mind. What do you want your audience to think and feel?
To structure your show in a way that helps you achieve your goals, think of your show in terms of modules. Being able to create something that's not so big that it's overwhelming will ensure you create a show that your viewers find compelling.
You can then break these modules down into smaller units. For example, Joseph Jaffe's show is composed of:
- opening credits
- a soliloquy/monologue
- correspondent (usually talks about mental health, crypto, philosophy, etc.)
- creator that performs
As you can see, the breakdown of the show resembles a television variety program or late-night talk show. You can create playlists for each module.
How to Apply This to Your Business
It's never wise or efficient to try and reinvent the wheel. This is true for creating a successful show. Joseph Jaffe looks at other established shows like Jon Stewart's Daily Show for inspiration. After you note all the telltale signs of what makes your favorite shows so appealing, mold the talk show to your specifications.
How to Maximize Discovery of Your Show
Word of mouth continues to be an effective way of getting the word out on your live show. Despite platforms like TikTok, Instagram, or even Whatsapp being ways people communicate what they like, the basis of your show's discovery remains in word of mouth. Even on social media, it's the testimonial effect that propels or halts the growth of your audience.
People's natural tendency to want to share interesting content, coupled with incentivizing users accordingly with contests and special offers, can yield results over time.
Besides discovery, you will have to guarantee the longevity of your show. Joseph Jaffe's channel is hosted on YouTube but recommends that you also maintain a website. This way, you can avoid deplatforming in the future and have all your options open in terms of monetization. Big tech services like YouTube tend to make changes to their terms of service. Sometimes, this can mean fewer viewers or less revenue for your show. Keeping your options open will ensure you always have a plan B if your show is suddenly upended by an algorithm or legal stipulation.
Jaffe believes that every single brand should have its own show. He poses an interesting and thought-provoking question: What if your next employee onboarding, status meeting, training, or workshop was a show?
People are getting used to the fact that the show environment is becoming the norm. The fusion of education, communication, entertainment, and experience can create synergies for your business. That's why the online ecosystem is seeing an explosion in podcasting.
Accessing Joseph Jaffe's Show
If you want to check out Joseph Jaffe's show, you can search for Joseph Jaffe Is Not Famous on Google or YouTube. As Jaffe aptly believes, how good of a job is a creator doing if users can't find their show with a simple search.
Finally, we should point out that Joseph has a crypto coin that gives holders greater access to content and unlocks various experiences. Speaking of audience-building innovations, that ought to get your creative juices flowing.