People sometimes ask me, “Are advisors really getting into podcasting?” They’re somewhat surprised that firms are allowing it and that advisors are getting into it. I get it – at first blush, it seems like a lot of work. With the right planning and guidance, however, podcasting is not only doable, it’s a really efficient way to share your messaging.
I’ve written about getting started with podcasting before, but in this article, I thought it would be helpful to narrow the focus to deciding what to talk about and planning for a successful delivery. Your first few episodes can actually be the easiest in terms of preparation. These are often your “bread and butter topics.” But after you exhaust those, you have to become more resourceful in finding ideas and more diligent in preparing your notes.
The following are some insights from our own podcast, The Stephen and Kevin Show, and from our experience at Oechsli in helping financial advisors launch their own podcasts.
Find the freshest topics.
Ideas can come from all around you if you have your antenna up. Over time, by documenting these ideas, you’ll have no shortage of topics to cover. Here are some potential sources:
- Listen to Your Clients: The challenges they face can serve as excellent topics for your podcast episodes. Plus, this is a great way to show others how you can help.
- Leverage Social Media: Subscribe to a variety of channels, follow interesting personalities, and learn from the topics they select.
- Check Your Inbox: Take a perusal through your inbox over the past few months. Are there any emails from clients, or prospects that are COIs that stand out?
- Plan in Advance: Create your podcast schedule and select topics at least three months in advance. When it comes time to record, you won’t be stuck searching for something to say.
Do more research than you think necessary.
Let’s be real, you’re not interesting enough to carry a really good podcast on your own for more than a few episodes. I’m not either. You need to bolster your opinions with facts, quotes, and ideas from other sources. Here’s how to go about it:
- Identify Reliable Sources: Make a list of trusted sources of information such as financial news websites, government publications, and industry reports.
- Look Outside of Finance: Read and listen to some of the great minds in academics, sports, and leadership.
- Read More: You’re not only getting new ideas, you’re building in some credibility by simply quoting these books, magazines, and newspapers.
Leverage a podcast planner.
To ensure a polished final product, it’s important to plan the flow of your episode. Here’s how a podcast planner might look:
- Introduction: Briefly introduce yourself (and any guests) and the episode’s topic. Plan a related anecdote to humanize yourself and engage your audience from the start.
- Main Content: Plan your talking points and organize them into digestible sections. Think ahead about stories and rhetorical questions to engage your audience.
- Ask for Subscribers: Midway through the episode, take a brief moment to ask your listeners to subscribe to your podcast.
- Call to Action: Before concluding, encourage your listeners to take a specific action, such as reaching out for a free consultation.
- Conclusion: Summarize the episode’s main points, thank your audience for listening, and provide a teaser for the next episode.
Podcasting is a journey that requires continuous effort, adaptation, and a keen ear for what your audience needs and wants. Remember that your unique perspective as a financial advisor is invaluable. You’re able to impact people’s lives through a podcast, just as you’re able to do in real life.
Embrace the podcasting process, from ideation to recording, as an opportunity to refine your voice and expand your influence. The road may be challenging, but the rewards—for you and your audience—are well worth the effort.
