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Standing Ovation Host Jay Baer: How to Craft a Million-Dollar Story
Scroll down for takeaways you can use from today’s show.
Enter the Sound Judgment Listener Name Contest!
On Standing Ovation, Jay calls his listeners “clappers.” Glynn Washington of Snap Judgment calls his listeners “snappers.” What Should I Read Next? host Anne Bogel talks to her “readers.” What should we call you?
Enter our contest, inspired by Jay Baer. Here’s how it works:
Submit your ideas (as many as you would like) here.
Deadline: Saturday, February 4.
Prize: We’ll choose the best, most fun name from the entries. Jay Baer, the second most popular tequila influencer in the world, will send the winner a bottle of tequila from his personal stash.
We’ll also promote you in our newsletter, on an episode of Sound Judgment, in our show notes and on our social channels. Don’t wait!
Jay Baer
Hall of Fame keynote speaker Jay Baer has lost count of the number of podcasts he has produced and hosted. He is also a New York Times bestselling author of six books and founder of five multi-million dollar companies. Filled with real-world case studies, Jay’s programs teach companies how to turn customer experience, customer service, and marketing into their biggest business growth advantage. Jay has advised Caterpillar, Nike, IBM, Allstate, The United Nations, and 32 of the FORTUNE 500. He is the founder of Convince & Convert, a strategy consulting firm that owns the world’s #1 content marketing blog and the world’s top marketing podcast. He is also a tequila sommelier and the second most popular tequila influencer in the world.
Connect with Jay at Jaybaer.com and thebaerfacts.com.
The episode discussed on today’s Sound Judgment:
Standing Ovation, David Horsager
A note about Sound Judgment: We believe that no podcast host does good work alone. All hosts rely on their producers, the hidden hands that enable a host to shine. We strive to give credit to every podcast producer whenever it’s possible to do so. Jay both produces and hosts Standing Ovation on his own.
Connect
Subscribe to Sound Judgment, the Newsletter, about creative choices in audio storytelling.
Elaine welcomes genuine connections on LinkedIn.
Visit Podcast Allies to learn about our individual and team training; podcast development consulting; podcast production services; podcast host coaching; and podcast producer coaching.
Speaking: To hire Elaine to speak at your event, email [email protected].
Help us find and celebrate today’s best hosts!
Share your Sound Judgment dream guest with us. Who’s your favorite podcast host? Drop us an email at [email protected]. Because of you, that host may appear on Sound Judgment.
Say Thank You
Leave us a rating and review on Apple Podcasts.
On the show page on your phone, scroll to the bottom of the episodes. Click on the stars to rate; click on “Write a Review” to tell us what you think!
Takeaways from this episode
1. Your story could be worth millions of dollars. Why aren’t you analyzing what makes it good?
Like the typical podcast host, the typical speaker—no matter how successful— doesn’t know why their material is good. They’re just operating on instinct. Which also means you don’t know how to improve your work.
As Jay said, a good keynote speaker tells the same story many, many different times a year, often for several years. As he says, that means their “signature story” could be worth millions and millions of dollars. He’s dumbfounded by the lack of insight most speakers have about these extraordinarily valuable stories. “To not know how or why it’s good, or how it’s gotten better over time, is amazing,” he says.
That’s one reason he started Standing Ovation and a big reason why I started Sound Judgment and am on a quest to identify the universal skills of hostiness. While you’re not likely to make millions directly from your podcast, if you use it as the linchpin of your business or your social impact organization, you could count its value in the millions. That’s just one of many superb reasons to keep learning. Dissect your own episodes, on your own or with a guide. Also, deconstruct podcasts you love. You’ll learn a ton and your work will become far more valuable in the process.
2. Bob Ross had it right. Remember the painting instructor on PBS? Millions of people watched his show, because he instructed while he painted pictures – and made the process understandable through example. Jay Baer loves what I call “living case studies” because they do what Bob Ross did – they entertain while they inform. Everybody tuning into a show like Standing Ovation, or Bob Ross, envisions themselves practicing the craft themselves. It’s vicarious, which is fun, and inspiring. And, as Jay says, if you’re asking someone to invest their very precious time listening to your show, “you darn well better both entertain them and improve them in some way.” That’s especially true for business, personal development, and educational shows of all kinds.
3. When and why should you tell a personal story, if your podcast isn’t personal? Say you run a podcast for small business owners, fitness enthusiasts, or fly fishermen? There are two tests: Is it relevant to your ideal listener? Can you tie a lesson back to the topic at hand? Two, does it elicit an emotion? As Jay said, if you barrage listeners with one piece of data after another, they won’t remember it. But they will remember how you make them feel, as Maya Angelou so famously said.
4. Name your listeners! It’s a great way to create a community. When we’re identified by a name we feel good about, we feel like we’ve made it into a special club. It’s a metaphorical shirt we can put on. Glynn Washington calls Snap Judgment listeners Snappers; Jay calls his Standing Ovation listeners Clappers.
What should I call you? What metaphorical shirt do you want to wear?
We are running a contest, inspired by Jay. Whomever comes up with the best, most fun name for yourself and your fellow listeners will get a bottle of tequila from Jay’s personal stash. That’s really cool, because in addition to being a marketing guru, Jay is the second most popular tequila influencer in the world.
Here's the link again to enter.
Submit your ideas now. The deadline is Saturday, February 4, 2023. Winners will get a shoutout in our newsletter, on the podcast and in our social channels.
Credits
Sound Judgment is a production of Podcast Allies, LLC.
Host: Elaine Appleton Grant
Project Manager: Tina Bassir
Sound Design and Audio Editing: Andrew Parella
Illustrator: Sarah Edgell
Improve your storytelling Check out our popular workshops on interviewing, story editing, story structure, longform narrative, audience engagement, guesting, scriptwriting and more.
Hire Elaine to speak at your conference or company. Subjects include: Effective Storytelling; Communicating for Leaders; Communicating about Change; Mastering the Art of the Interview; Success in Guesting, and much more.
Discover our strategic communication services and coaching for thought leaders using storytelling tools to make the world a better place. Serving writers, podcasters, public speakers, and others in journalism & public media, climate change, health care, policy, and higher education. Visit us at www.podcastallies.com.
Subscribe to Sound Judgment, the Newsletter, our twice-monthly newsletter about creative choices in audio storytelling.
Connect:
Facebook | LinkedIn | Instagram
✉️ Email Elaine at [email protected]
💜 Leave a review on Apple Podcasts
🟢 Leave a rating on Spotify
🗣️ Share the show by word of mouth and on your socials
Help us find and celebrate today’s best hosts
Who’s your Sound Judgment dream guest? Email me: [email protected]. Because of you, that host may appear on Sound Judgment.
Credits
Sound Judgment is a production of Podcast Allies, LLC.
Host: Elaine Appleton Grant
Podcast Manager: Tina Bassir
Production Manager: Andrew Parrella
Audio Engineer: Kevin Kline
Production Assistant: Audrey Nelson
View all episodes
By Elaine Appleton Grant
5
4646 ratings
Scroll down for takeaways you can use from today’s show.
Enter the Sound Judgment Listener Name Contest!
On Standing Ovation, Jay calls his listeners “clappers.” Glynn Washington of Snap Judgment calls his listeners “snappers.” What Should I Read Next? host Anne Bogel talks to her “readers.” What should we call you?
Enter our contest, inspired by Jay Baer. Here’s how it works:
Submit your ideas (as many as you would like) here.
Deadline: Saturday, February 4.
Prize: We’ll choose the best, most fun name from the entries. Jay Baer, the second most popular tequila influencer in the world, will send the winner a bottle of tequila from his personal stash.
We’ll also promote you in our newsletter, on an episode of Sound Judgment, in our show notes and on our social channels. Don’t wait!
Jay Baer
Hall of Fame keynote speaker Jay Baer has lost count of the number of podcasts he has produced and hosted. He is also a New York Times bestselling author of six books and founder of five multi-million dollar companies. Filled with real-world case studies, Jay’s programs teach companies how to turn customer experience, customer service, and marketing into their biggest business growth advantage. Jay has advised Caterpillar, Nike, IBM, Allstate, The United Nations, and 32 of the FORTUNE 500. He is the founder of Convince & Convert, a strategy consulting firm that owns the world’s #1 content marketing blog and the world’s top marketing podcast. He is also a tequila sommelier and the second most popular tequila influencer in the world.
Connect with Jay at Jaybaer.com and thebaerfacts.com.
The episode discussed on today’s Sound Judgment:
Standing Ovation, David Horsager
A note about Sound Judgment: We believe that no podcast host does good work alone. All hosts rely on their producers, the hidden hands that enable a host to shine. We strive to give credit to every podcast producer whenever it’s possible to do so. Jay both produces and hosts Standing Ovation on his own.
Connect
Subscribe to Sound Judgment, the Newsletter, about creative choices in audio storytelling.
Elaine welcomes genuine connections on LinkedIn.
Visit Podcast Allies to learn about our individual and team training; podcast development consulting; podcast production services; podcast host coaching; and podcast producer coaching.
Speaking: To hire Elaine to speak at your event, email [email protected].
Help us find and celebrate today’s best hosts!
Share your Sound Judgment dream guest with us. Who’s your favorite podcast host? Drop us an email at [email protected]. Because of you, that host may appear on Sound Judgment.
Say Thank You
Leave us a rating and review on Apple Podcasts.
On the show page on your phone, scroll to the bottom of the episodes. Click on the stars to rate; click on “Write a Review” to tell us what you think!
Takeaways from this episode
1. Your story could be worth millions of dollars. Why aren’t you analyzing what makes it good?
Like the typical podcast host, the typical speaker—no matter how successful— doesn’t know why their material is good. They’re just operating on instinct. Which also means you don’t know how to improve your work.
As Jay said, a good keynote speaker tells the same story many, many different times a year, often for several years. As he says, that means their “signature story” could be worth millions and millions of dollars. He’s dumbfounded by the lack of insight most speakers have about these extraordinarily valuable stories. “To not know how or why it’s good, or how it’s gotten better over time, is amazing,” he says.
That’s one reason he started Standing Ovation and a big reason why I started Sound Judgment and am on a quest to identify the universal skills of hostiness. While you’re not likely to make millions directly from your podcast, if you use it as the linchpin of your business or your social impact organization, you could count its value in the millions. That’s just one of many superb reasons to keep learning. Dissect your own episodes, on your own or with a guide. Also, deconstruct podcasts you love. You’ll learn a ton and your work will become far more valuable in the process.
2. Bob Ross had it right. Remember the painting instructor on PBS? Millions of people watched his show, because he instructed while he painted pictures – and made the process understandable through example. Jay Baer loves what I call “living case studies” because they do what Bob Ross did – they entertain while they inform. Everybody tuning into a show like Standing Ovation, or Bob Ross, envisions themselves practicing the craft themselves. It’s vicarious, which is fun, and inspiring. And, as Jay says, if you’re asking someone to invest their very precious time listening to your show, “you darn well better both entertain them and improve them in some way.” That’s especially true for business, personal development, and educational shows of all kinds.
3. When and why should you tell a personal story, if your podcast isn’t personal? Say you run a podcast for small business owners, fitness enthusiasts, or fly fishermen? There are two tests: Is it relevant to your ideal listener? Can you tie a lesson back to the topic at hand? Two, does it elicit an emotion? As Jay said, if you barrage listeners with one piece of data after another, they won’t remember it. But they will remember how you make them feel, as Maya Angelou so famously said.
4. Name your listeners! It’s a great way to create a community. When we’re identified by a name we feel good about, we feel like we’ve made it into a special club. It’s a metaphorical shirt we can put on. Glynn Washington calls Snap Judgment listeners Snappers; Jay calls his Standing Ovation listeners Clappers.
What should I call you? What metaphorical shirt do you want to wear?
We are running a contest, inspired by Jay. Whomever comes up with the best, most fun name for yourself and your fellow listeners will get a bottle of tequila from Jay’s personal stash. That’s really cool, because in addition to being a marketing guru, Jay is the second most popular tequila influencer in the world.
Here's the link again to enter.
Submit your ideas now. The deadline is Saturday, February 4, 2023. Winners will get a shoutout in our newsletter, on the podcast and in our social channels.
Credits
Sound Judgment is a production of Podcast Allies, LLC.
Host: Elaine Appleton Grant
Project Manager: Tina Bassir
Sound Design and Audio Editing: Andrew Parella
Illustrator: Sarah Edgell
Improve your storytelling Check out our popular workshops on interviewing, story editing, story structure, longform narrative, audience engagement, guesting, scriptwriting and more.
Hire Elaine to speak at your conference or company. Subjects include: Effective Storytelling; Communicating for Leaders; Communicating about Change; Mastering the Art of the Interview; Success in Guesting, and much more.
Discover our strategic communication services and coaching for thought leaders using storytelling tools to make the world a better place. Serving writers, podcasters, public speakers, and others in journalism & public media, climate change, health care, policy, and higher education. Visit us at www.podcastallies.com.
Subscribe to Sound Judgment, the Newsletter, our twice-monthly newsletter about creative choices in audio storytelling.
Connect:
Facebook | LinkedIn | Instagram
✉️ Email Elaine at [email protected]
💜 Leave a review on Apple Podcasts
🟢 Leave a rating on Spotify
🗣️ Share the show by word of mouth and on your socials
Help us find and celebrate today’s best hosts
Who’s your Sound Judgment dream guest? Email me: [email protected]. Because of you, that host may appear on Sound Judgment.
Credits
Sound Judgment is a production of Podcast Allies, LLC.
Host: Elaine Appleton Grant
Podcast Manager: Tina Bassir
Production Manager: Andrew Parrella
Audio Engineer: Kevin Kline
Production Assistant: Audrey Nelson