Podcasting Hacks: Elevate Your Storytelling Game

In this episode of 'The Media Download,' Media Consultant, John Ondo talks with veteran radio broadcaster and podcaster Terry Dismore about the enduring power and unique advantages of audio podcasting. They delve into why podcasting remains an effective medium for communication, sharing personal viewpoints, and detailed discussion that isn't feasible on social media platforms like Instagram. The conversation includes practical tips for starting a podcast, the significance of keeping it interesting and focused, and the underestimated potential of local podcasts. They also discuss techniques for engaging interviews, emphasizing authenticity, and emotional storytelling. Terry shares insights from his experience and the benefits of consistency and promotion in maintaining a podcast. Whether for business or personal interests, this episode offers valuable advice for anyone considering venturing into the world of podcasting. #podcasting @buzzsprout @quizthediz #youtube #filmmakers #socialmedia

00:00 Introduction
02:52 Why Podcasts Still Matter
03:52 Audio vs Video Podcasts
04:49 Local Podcasting Opportunities
06:49 Getting Started with Podcasting
07:54 Monetization and Audience
11:35 Podcast Length and Format
11:53 Getting to the Point
15:47 The Art of Interviewing
17:14 Emotion in Storytelling
21:16 Video Podcast Production
23:21 Closing Thoughts

Watch all of the video format of this podcast on my YouTube Channel.

https://www.youtube.com/playlist?list=PLMqz-XMZ8v2VLfSXSCrEtDmfKum5g5ZEb

Transcript

john: [00:00:00] I think you should have a podcast, an audio podcast in a world filled with screens that we watch and we scroll and we stare into. There's still something quite powerful about your voice in someone's ear. Today we're talking about podcast and why audio podcast in particular still hold a real advantage.

I can't believe I'm saying this. Over video today. Joining me is my good friend Terry Dismore. He's a veteran radio broadcaster and these days a podcaster himself, someone who understands the power of an interview and the theater of the mind. Hi, I am John Ono and this is the Media Download.

Hi, I am John Ondo, and this is a podcast design where we throw amazing tools into your media toolbox to work smarter, not harder. I have over four decades of experience in television and [00:01:00] documentary filmmaking, and I've learned some hacks and some shortcuts that help my clients with small budgets. Look big time.

Make sure you subscribe to this channel on YouTube and to our audio podcast as well, and we are always a presentation of oned. Joining me today on the media download is my good friend Terry Dismore. Hi John, a train and car aficionado, as well as a chilly skyline Chili. Uh. Expert and friend. Yes. Uh, we have many, many discussions about life, liberty, and the pursuit of happiness at Skyline.

So I would like a coupon, please. Yeah. From corporate on that. So today what I would like to talk about with you, and this seems kind of. Odd. I would like to talk about podcasting. Really? 

terry: Yeah. I've never been on a podcast be, oh, wait a minute. 

john: Well, yeah, you have Sure. You've, uh, you have your own podcast called Quiz.

It is, yes sir. Tell me what made you think Quiz it is other than this clever name. 

terry: Well, podcasts are a good way for you to do two things. One is get your opinion out. [00:02:00] That's the first thing, right? Uh, nobody, absolutely nobody on the planet is entitled to my opinion. Ah. But I'm glad to share it with whoever I want to.

That'll listen. That's what a podcast is for, I think. Or to get the message out about what you do. That's good. But it has to be, and I've said this in another podcast, it's gotta be one of three. It's gotta be three things to make it effective. Mm-hmm. Personality. So it's you. So when I watch John Ondo the media download mm-hmm.

I had to look over there and remind what's about it's, it's a new name, but Yeah. Yeah. When I watch you on the media download. I know what it's about. It's about media. It's not gonna be about anything else. The sewing show didn't work. No, I wouldn't think so. We had, we had to cancel that one. It's gotta be about something I'm interested in.

A podcast is normally a more long form thing than. Than the Instagram post, for instance. 

john: I think podcasting is, is [00:03:00] still underrated. And one of the things I've been trying to do this year, I've got a couple clients, or I hope to be clients, um, they're running for election this year. Mm-hmm. And I said, you need to have a podcast because Instagram is great.

I like Instagram. Nothing wrong with it, but you can't give me your real viewpoints on taxes, immigration, school board systems on an Instagram 

terry: page. No. And, and if you remember during the 2024 election. Mr. Trump spent an extremely large amount of time on podcasts. Joe Rogan. Yep. Mm-hmm. Well, Joe Rogan and Theo Vaughn.

Yep. Who I'd never even heard of. They're longer form and he gets, they're not edited. See, now this is, this podcast is slightly edited. Yeah. But it's not a lot. Mine is, I'll take, 

john: I'm gonna take all your stuff 

terry: out, so, well, thanks. I'm used to that. Yeah. Uh, my, but. Like the quiz that is podcast. I'll edit out if I, you know, hok up a lung or something like that, but I don't Thank you for that.

Yeah, don't you welcome. That'll, yeah. Anybody having lunch? Yeah. But the thing about a [00:04:00] podcast, especially an audio podcast, is I can listen to it anywhere. Um, if you've noticed, the number one podcast in the country is Rogan, right? Yep. You can listen to it. Or watch it 

john: and the video again, Joe Rogan will come and shoot my porch.

Light out The video. Quality's not that. No. Oh my gosh. It's over the top. Um, but the, his content's very good and, and, but at the end of the day, I'm not really watching it for impressive set design Right. Or anything. I'm really listening. 'cause he's gonna have a guest and it's gonna be kind of an uncensored, you know, straight to the point commentary.

Right. 

terry: And he'll use some clips and there's some, sometimes, sometimes he doesn't. But what I'm getting at is, uh, a podcast has to be. Interesting. Now, you and I talked about this years ago. Yes. What makes a podcast interesting? It's not the podcast they're interested in, it's what you're interested in. Right?

So your podcast has to be interesting to you. 

john: Let's 

terry: talk about 

john: though, with the, the [00:05:00] podcast concept. I see a lot of people who, um. You know, have kind of missed the boat. And I think podcasts really are essential. A couple of big ones, um, churches Yeah. Should be using podcasts. 'cause again, um, you can get into detail and let's face it, church stuff isn't 15 seconds and you're done.

You have to go in and teach or explain things. Mm-hmm. Well, uh, you know, politics, big deal there. 'cause you have to explain a point of view or if you can have a, a, a podcast. That debates what a concept. Podcasts, I feel like have, at least in, in television and radio. We typically will say it's a national show, it's a local show and I feel like a lot of people say, well, I don't want to talk about.

Local high school sports on a podcast because it's a national audience. Well, that's, I don't think that's true. One my son who plays high school volleyball. Right. Very good at it. Mm-hmm. We're looking for colleges. Um, there is a [00:06:00] local couple guys who do a video and audio podcast and they talk about high school volleyball.

They, they take you right through the state and they do an outstanding job of it. They're not sports broadcasters. They could be, yeah. They know the high school volleyball, uh, both girls and boys in central Ohio, and they do a great job. And to me, unfortunately, and I know this will come a shock to you, local radio doesn't do local stuff anymore.

What, and so tell me about the great opportunities for people to think about taking the place of local radio. Yeah. By doing a podcast about these topics that are completely gone now. 

terry: Well, and. For instance, we had, uh, talk shows in, in Louisville when I was there that were local, that they don't exist anymore, but the interest is still there.

Yeah. Uh, the problem with it is the financial side of it's gone away. Well, the great thing about podcasting is there's an expense to it, but I mean, you've, you've got money invested here in the lighting and camera and mics, but for an audio podcast, I need one of these. [00:07:00] 

john: That's it. You can, you can do an audio podcast for.

Under a hundred bucks probably. And, and, and other than getting a subscription, the, the Buzz Sprout or one of the other, it's, it's pretty simple. Now you're gonna need to promote it if you're gonna try to get it. Known. Yes. Uh, but that doesn't cost a whole lot of money. No. It just basically is elbow grease.

You gotta get on there and put it on social media. 

terry: Well, right. And if you use a, a subscription service, and I'm not saying you have to use Buzzsprout, but if you did, for instance, mine is four hours content a month for $13. And what that does is. It's uploaded. I'm using their website now. Yeah. I changed it over from mine 'cause it's like, it's the same website twice.

Um, uh, it allows me to link, it counts how many view or not views, but how many downloads I get. In your case it would count how many views. Mm-hmm. It tells me my cumulative downloads over time. You want those statistics and you wanna see what works. Yeah. Um, if you're doing it as a hobby, there are such things as.

Uh, vanity podcast, meaning, absolutely. I just wanna hear my voice. Yeah. [00:08:00] Now, let's be honest, it's all vanity podcasting. 'cause you're, we're not making enough money yet to, to make this for a profitable business. 

john: No. I had a, a, a lovely client who wa wanted to do a podcast and she did and, uh, was really expecting it to be buy new a car for her and, and, and.

At, and she actually had a fairly decent audience. She was in the hundreds a week and which is very good for, uh, audio podcasts. It's, yeah, but it, it could, she couldn't get the sponsors. Part of it was some of the content was a little bit edgy and it wasn't sponsorable. That's why I think people overlook, I guess if we wanna say things that we overlook with podcasts is local, because you can, you can do some cool stuff if you know or have got somebody who knows a little bit about.

Geofencing, yeah. That you can promote your podcast just to the county or the area that you're talking about, or just if you're gonna do a Corvette podcast as we keep talking about, you can, you can target it just to people who own Corvettes. Yeah. [00:09:00] Uh, so there's, and that means you may have a chance get the local GM dealer.

To maybe throw some money at your podcast. Right? Right. So, uh, there, it doesn't mean you're gonna make thousands of dollars. You may make enough to make it worth your while, which I think is what all of us want. It's like Right. Because there's days I'm like, I gotta make a podcast. It's a little easier when I know, uh, you know what, I may have a couple hundred bucks coming in because of that.

terry: Right. And, and so the quiz that is, I haven't monetized it. I, I could. Mm-hmm. But I haven't, uh, part of that is just lack of effort. And the other is, I know what I want to talk about and I think sometimes that's not gonna be accepted. It's kinda like Facebook. Uh, I put a Facebook post up the other day that it wasn't well received, but it is okay.

I was able to use it as a lesson for myself and for other people. That's great. I don't have a problem with that, but. They, there are ways with every place that you go, I know I've mentioned Buzz Sprout already, but other places you can host podcasts will allow you to [00:10:00] monetize the problem with letting them monetize it.

Or for instance, in your case, for letting YouTube monetize this podcast. Is, you don't have any much control over who gets on there. No, you don't. Do you have any, 

john: uh, right now? No. We're not monetizing it 'cause we're just starting out. And, and here's the thing I I encourage everybody to understand, like we said before, and this is the worst sales pitch ever.

You're probably not gonna make a lot of money doing a podcast. No. You're probably, uh, not going to reach a gigantic audience. But, um, the, the, the best illustration I ever heard is, you know, a good podcast. I mean, a really good podcast, you have 80 to 100 people listening a week. 

terry: Yeah. 

john: And people say, well, that's not worth much.

I can get 2000 or 4,000 or whatever on YouTube. But those people are only watching for a very short period of time on YouTube. Yes. Little different audience. Podcasts is a completely different audience. If, if I said, Hey, I, I got a group of people that want to, uh, hear you speak this Thursday. Um, how many [00:11:00] people are gonna be there?

Uh, there's gonna be 100. Oh, I, I, I don't care about that. No, you would absolutely show up if a hundred people show up. Sure. Doesn't hear you speak. So podcasting has that kind of power. I've always treated like I only have 30 listeners this week. That's 30 people that are listening to me, and that's an opportunity to help them, uh, give them some good advice or whatever 

terry: it might be.

Well, right. And you remind them to let other people know about you and so on. I understood going into doing my podcast that it was, it was a vanity podcast. It was to prove I could still carry this off, but when I see now that I've got 3000. Downloads them. Wow, that's great. I'm like, well, that's not bad. No, it's not bad at all.

It's not. And now here's my problem. I was inconsistent. The important thing about podcasting, if you're going to do it, is make your mind up. You're gonna do it on a regular basis. Secondly, keep in mind that people. We will listen to you. Uh, there was a question you and I asked each other years ago, how long should a podcast be?

Do you remember this? 

john: [00:12:00] Yes. 

terry: And, and how long should it be, John? It 

john: should be long enough. Yes. Unless you, you, I always tell people, how long should you be? And I always say it needs to be long enough. Which, 

terry: yeah. And, and my answer to that is as long as it's interesting. 

john: Well, well, you, you brought up two things that I think good hacks and tips for, uh, if you're gonna start a podcast.

The first thing, uh, I have some podcasts I love to listen to. Um, and I skip through the first five minutes. Yes. Uh, because, and this is, you know, we talk about this in radio, there's banter between the hosts. You want to get the know the host, but I don't want to, I don't need eight minutes to get to know the host.

Um, I also need to know what you're gonna talk about because there are, um, there are podcasts that I love that, that are just a, it's the topic this week isn't worth my time. No. Um, and I need to know that ahead of time and I appreciate a podcast. It's like ours. We will say at the beginning. Today we're gonna talk about hacks for an audio podcast.

Yeah. You know, instantly what we're gonna talk about. [00:13:00] Maybe we'll have a little fun at the beginning, but we're not gonna spend too much time. I, I see way too many people, and again, I, I refer to this showing my age. The Regis and Kathy Lee. Yeah. Yeah. The Regis and Kathy Lee concept of, we're gonna have chat for the opening five minutes of the show that works for Regis and Kathy Lee.

They're entertaining. Yeah. But for most people, I, I don't need, I want to hear the topic you wanna get to. So on your audio podcast, um, get to the point, as Steve Martin said, in Planes trains and automobiles, it'd be great if you had a point to your story. It'd be great if you had a point to your podcast.

terry: Well, he had another great line too, and that was the most important thing about comedy is. Ti. Timing, timing, timing. Yeah. Well that's the same thing with your podcast. If you don't tell people what you're gonna talk about pretty quickly. Now mine has an intro, but it's 13 seconds and you can hit your skip button in your to my podcast.

I don't care. Doesn't bother me. But in the [00:14:00] first 10 seconds. Of the podcast audio, me and you talking or me talking, I say, today we're going to talk about thus. And so some people at that point are like, eh, I'm out. I'm not interested. Yeah. We'll also try to have it in my title. Yeah. But podcasting, a hack to podcasting is talk about something you're interested in, but get to the point.

john: Get to the point. And again, you'll see this with my podcast. Um, I make a very quick, Hey, if you like the podcast, please subscribe. Yes, I, I don't do the big long. Hey, if you enjoyed today's podcast, would you please share, subscribe, like. Uh, lick a stamp. I don't know. They have all these things they make you go through.

Yes. And I'm like, I get it. I know the drill. Like and subscribe. If you're not, if you want to be notified of a new podcast dropping, like, and subscribe, move on. Right. Five seconds. Don't take too much time. 'cause people who listen to podcast. Know how it works. They know for the most part, yeah, they know. And so, uh, you know, I'm, I'm looking for the BRAINIER people, so I assume that they know how it works.

What am I [00:15:00] doing here? I don't know. Yeah. Um, I was a little slow day. Uh, so the thing about it is get, get to your. Make a short intro. Um, I know some podcasts, again, they're using it to market themselves and I know what they're using. In, in the case of Buzzsprout, they have what, what's called a pre-roll, and it's a prerecorded thing you can stick on and no, go on for two minutes.

I'll be appearing in Albuquerque. I'll be in Denver, I'll be in this check out my website. Uh, I get it, but you, you, I'm, skip, skip, skip, skip. Yeah. Where I, I'm, you can put that at the end. Yes. Because here's what I would do if I were you. If you, you, you've got places you wanna talk about. You may put a break in the middle of the show.

Stay tuned. Middle of the show. I'm gonna have a, where I'm gonna be located. Some things right, or links. Remember, this isn't just audio. This, there's Maita data, there's stuff underneath in the description. If you're looking for where I'm gonna be at. Click the link, look at it. Um, because if I'm driving the car, I don't care if you tell me the 18 places you're gonna be at or the [00:16:00] promo code for my book.

I'm not gonna remember that. No, it's gotta be in the link. So just hit the links. Hit the links. That's what we should actually, yeah. Which is all, 

terry: that's exactly right. We're, we're probably two months from being able to do that here. I know. Let, can I make one other point? Uh, yeah, I think we'll work that out.

Alright. A point that a lot of people do is they wanna do interviews. May I speak about interviews for just a minute? 

john: No, but thanks for joining us today, Terry. No. Yeah, absolutely. 

terry: I want this, this is important '

john: cause 

terry: you, you understand this art form. Yes. And I've done a lot of interviews over the years and one of the things I hate the most, two things that I hate the most are people that can't make their point in less than two points.

Yes, exactly. Uh, one is listen. Mm-hmm. Because a lot of times your next question that you have written down isn't what your speaker is speaking about. Yeah. And you'll have a better point if you'll listen to them. 

john: Let, let me give an example. Right now when you are doing an interview, [00:17:00] Terry, and somebody says something important, and you get that moment where they say something touching, how does it make you feel?

And I'll 

terry: wait. 

john: Yeah. That literally what I just did. You can copy and paste that. Yeah. If you're talking to somebody again, I, I'm Corvette centered here. I just got a Corvette. Tell me, what did it feel like the moment you drove that off the lot? Tell me what it felt like if somebody's lost a spouse or a fr Yeah.

Okay. Um, tragic. Tell me how you felt that first night. That really is, I hate to say it's a hack, but it really is important. It's a technique. It's fine. We, we need the emotion and if you're just asking. What date, what time. That's, you're missing the point. 

terry: Well, and we talked about this when we were prepping the podcast today, 

john: which we use none of the notes from.

terry: Well, yeah, but you know why? Why go into something professional when we can do this? Um. Is when you are, you can have [00:18:00] emotion or logic. That's the picture in most people's mind. Why don't be somewhere in the middle? Uh, Larry King was master. Mm-hmm. A master at it. And something I'd learned from him was this.

Don't read the book. Yeah. Don't ever read the book. 

john: I never, I very rarely do a lot of prep. And I've interviewed vice presidents. I've interviewed presidents of other countries. Um, I, I, a lot of, I've actually started interviews. Uh, why am I, why am I talking to you? Yeah. Uh, they're caught off guard. Yeah. It was like, well, I, I really wanted to talk about something that happened, 

terry: and of course you're gonna edit it, but there it's not the same thing.

You, uh, you've been an executive producer for, uh, a tell us Good story podcast. Yeah. For a while. And the great thing that they do is there's an agenda, but there's not an agenda. Yeah. So there are questions that they're going to ask and they're here and they're listed. But if they hear a good question, I've not listened to that show so far and thought, [00:19:00] oh man, that was a good spot for a question.

Yeah. But a lot of podcasts I do. So first of all, when you're interviewing someone, don't read their book. And secondly, when you're interviewing someone, listen to what they say. And the reason you don't wanna read the book is you don't want to be like, well, you know, on page 83, you mentioned this. Yeah.

Because your listener has read it is probably never heard of the person you're talking to before. 

john: You could certainly pick up interesting stories. Sure. Um, again, like, uh, uh, Steph and Kevin do and tell us a good story, which is a great podcast, and they'll say in your book, uh, you have an amazing story about meeting Elvis.

That's, tell me about That's, that's perfectly fine. Oh yeah. Um, but 

terry: saying on page 83, you mentioned the word Gefilte Fisher, and I wanted to know what that was. Yeah. I, nobody 

john: cares. No, no. So I think that's, that's so true. Uh, interviewing is an art. Larry King. Uh, there's different people. Uh, Charles Caral, bless his heart, soul was, uh, was my role model.

And then, uh, so many of. And [00:20:00] ICBS Sunday morning guys that do what I call the human interest people stories. Yes, they're very good at it. Um, one of the great, uh, producers of stories, Fox Sports, used to be at ESPN, uh, Tom Rinaldi, television and radio is all about emotion. Oh yeah. Would you not agree? 

terry: Oh, yeah.

And if it, and, and it's. It's primarily emotion. There is some logic to it. Uh, in my, uh, in my consulting practice, which is called Prosper Leadership, my tagline for that when I'm in a networking meeting is this, I make my clients cry. Mm-hmm. And they're like, how do you do that? I ask 'em the one question they've never been asked before.

john: For me, the biggest reward is when I get a genuine person. There's some people who just say this, but they genuinely say, wow, that was a great question. 

terry: Yeah, 

john: I've had that happen a couple times. And uh, and I remember once, um, a dear mentor of mine, he's, he's gone on with you, with the Lord. He was interviewing, [00:21:00] um, Ken.

Yeah. Blind piano, uh, pianist, Christian artist. And, uh, he was very, uh, drawn to him. He knew him and he interviewed him. I was like, I haven't seen Ron interview anybody that much. Yeah. But he was very good. He's very Paul Harvey ish in his thing, and he said, uh, Ken, there'll be a day when you're not here anymore.

What would your headstone read? And Ken's like, wow. I, I, that's a great question. I'd never thought of that, and I sat back that hit me. I'm like, yeah, I, I will. That will be my goal when I interview people, even if it's about how we gotta rebuild the sore lines outside. Yeah. How, how is this gonna impact people?

Yeah. How will this change things and everything we just talked about the, the emotional moments of crying. Maybe you can get it on YouTube in long form. You can't get it on Instagram, you will not get it on Facebook. You will get it in an audio podcast and in some cases in a video podcast. Yes. If you can do it right.

terry: Yeah. So you gotta [00:22:00] have, if you're gonna do a video podcast, let me encourage you to either be very good at editing yourself or have someone that like, like you, John, that understands that everything, everything, let me reemphasize that. Everything, everything has to do with the story. You have a perfect lighting, perfect set, perfect topic.

But if it's not a good story, nobody gives. A rat patootie about it. No 

john: cussing on this show. I'm sorry. Uh, but here's the thing, you're right, and, and you know, say as I take this wide shot, if I have a single camera, that's great, but I can't push into your emotional, I can't see the eyes, I can't see when you tell me about.

The tragedy of your bike wreck. Yeah. When you were a child on a wide shot. And so production matters. Yes. Uh, on a video podcast. And that's why a lot of people come to me and they say, oh, John, you know, I wanna do a video podcast. I'm like, do the audio first. Get your, get your techniques figured out on interviewing guest lined up.[00:23:00] 

Then maybe if you figure that out, you'll be ready for a video. But I'll tell you, I very few video podcasts are done solo. I'm kind of doing mine solo because I will go back and do massive amounts of editing to it and I can tweak and do some, some things. Uh, for the most part, when you see Rogan, you see, uh, Ghazi and these guys, they've got a crew of people shooting their stuff.

terry: You're not doing it by yourself. And the great thing for you, John, is, but you have learned to tell the story. You've learned how to tell the story. You've learned when to leave. This is one of the things, if we ever talk about sales on this podcast, I will tell you this. Leave people asking you a question.

So as I gave, leave 'em wanting more, right? Yeah. Because I gave the example a few minutes ago. I make my clients cry. How Ask 'em the one question they've never been asked always leads to another question. That was one thing I was taught in sales. Always leave them asking a [00:24:00] question because then they're interested.

If they're not interested, you can tell real quick. Move on to somebody else. 

john: Now, uh, Terry, tell us where you I can listen to your amazing podcast. 

terry: All right. My podcast is available@quizthediz.com, and I publish about once a week. 

john: There you go. So check that out and if you have any questions, we hope this is helpful 'cause it, it, we all need some tips and some hacks to learn our way through media and, uh, Terry and I have combined many years of experience.

Mm-hmm. And, uh, we hope this is helpful for you. Start an audio podcast. Uh, let's get these stories out. Whether it's helping your business or if it's just something fun you want to do, um, to just let people know we need to tell these stories. So I hope this has been a, a great download for you today on the media download.