EP 38 – What makes Your Podcast Successful – With Podcaster Frank Sasso

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EP 38 – What makes Your Podcast Successful – With Podcaster Frank Sasso

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Hello podcasters How do we change the world? One successful podcast at a time, you're listening to become a successful podcaster with host, Bruce Chamoff. Rate him on Apple podcasts. You have a podcast. Now it's time to grow it, build your audience monetize and more. It's all about becoming a successful podcast. Now here's your host, Bruce channel. So you're listening to become a successful podcast, you're actually watching the video. And today I have a guest, Frank Sasso from the anxiety therapist podcast. Frank is an award winning podcaster. And he has a very successful practice as a therapist. And when you listen to his podcast, you can tell that he actually knows what he's talking about. He wants to help his audience members. And he's growing because of that he has a lot of people that listen to he has a lot of different subject matter, on parenting, on growing up on all types of family related therapy and anxiety. And I'm a fan I subscribe to it. Today we're talking to frank about what it takes to become a successful podcaster. And I have a bunch of questions for him. And Frank and I just to let you know, we actually met on a New York City Podcast Network. And his show is doing very well there as well. So Frank, welcome to the show. Hey, Bruce, thank you for having me today. You are welcome. And I'm so honored to have you. And by the way, everybody, I was also on Frank's podcast, we are interviewing each other for each other's podcast. So it's not just a one way thing. And I hope I hope that beyond guests with other podcasters as well, it's definitely worth it. And Frank, I'm going to talk to you about being a podcaster. First of all, I just want everyone to know, what is your background as a therapist, and as a podcaster as well. Okay, sure. So I'm a licensed professional therapist here in Chicago, Illinois, I've been working in mental health for the better part of about 15 years, I tend to work with, for whatever reason I over the years, I've sort of ended up specializing working with both men and women who struggle with anxiety related issues, panic attacks, or other Generalized Anxiety disorders. And I also work with parents who struggle with anxiety and stress and sometimes want coaching around parenting. That's excellent. And what about as a podcaster? How do you take your expertise as a licensed therapist and turn it into a podcast? Sure. Well, I'm gonna give my age away a little bit here. But you know, growing up some of the role models, and yes, I said role models I had grown up or people like Tom broke off. Or I used to watch Peter Jennings or I would watch Ted Koppel. And I would just be amazed at how they would be able to give people the news. And well, my podcast isn't a news podcast. In that sense. It is a podcast where I'm sharing information. And so I was always looking for a venue to sort of follow in the steps of what they did. And when, when I discovered that, hey, I can actually do a podcast and talk about anxiety and stress and how people can live a healthier lifestyle. I just started doing it. It's great that you're sharing your show knowledge with your members. And one thing I always tell podcasters that they don't always know what the demographics are of their, their audience members. And it's very important to know the age group, sometimes the gender, if they're married or not, and actually where they live, because the audience demographics and also what we call the psychographics, which is their lifestyle. You know, and a lot of people don't know a lot of people do know what demographics are, but they don't know what psychographics are. And for those people who are listening psychographics is basically the lifestyle of your your audience, like what are their hobbies? What is their sexual orientation? What do they love sports, what kind of music they listen to, what kind of food to the because all that makes it very important, and it shapes your podcast. So Frank, what is the dem demographic and psychographics of your audience members? What No, first off the way I'm able to get the best estimate of Just the demographics is I use Google Analytics, I look at who's visiting my website, and Google actually does a very good job of letting the person who runs a website, know who's coming to their website where they're coming from their age. So for me, it's basically there's, it's predominantly female, other artists on males, it's between the ages of about 34. That's what Google tells me between 34 and 4849 years old. Of course, there are others outside of that, who do listen to it. And I get listeners from all over the world, a lot here in the United States. But in places like the Philippines, India, all over the UK, it's actually surprising and really interesting to look into that Google analytics dashboard to see who's coming to your website, and what what episodes they're really checking out. That's great. I'm glad you know that and you're using Google Analytics, which is very important for that. Now, one, one technical part of it for anyone is listening is you can plug in your Google Analytics, what they call the UA number, into your your anchor, or if you have buzzsprout, you can put all that in. And for those of you that have not done that, it's very important because Frank just nailed it. He knows the general demographics of his particular audience right there between the ages of 34 and 49. They're female, they're coming from different countries like India, I think it's Philippines, obviously, the United States, because that's probably where you're doing most of your marketing from. So it's really good that you know that Frank, and I think the one thing I'll say, though, about Google Analytics, is that it gives you limited demographics, right? What I mean by that is, yes, they know your age group, which is scary enough, they know your gender, and they know a couple of other pieces. But I also find that I'm gonna say this to everybody, it's, you, you need to just ask your audience know, maybe on your website, have a poll or a survey. And you know, people don't put their name and that's fine. But you want that anonymous person to say, I have this age and that demographic. And then, because Google is great, but it only gives you a certain number of demographics. Definitely. plugged in that in. But Frank knows what a lot of podcasts is telling. I really commend you for that. That's great. You mentioned something that was really interesting, which was the psychographics. And I know there's a waiting to get it, but I'm not sure how, how would a person sort of research the psychographic? So the episodes or the podcast? I think it's a good question, Frank. And I would say, Well, first of all, I mentioned, you can probably have a poll, right, or survey. So the survey is something like that, like what I mentioned that a lot of people need to, they need to know the sexual orientation of their, their members, right? They need to know if they're, if they're hetero, or, or, you know, homosexual, or a what is their gender, because a lot of podcasts are geared around if you're lesbian, or you're a gay man, or you're a straight man or straight woman, very important. So on your website, you have it as a question. Are you are you heterosexual or homosexual? Now? What kind of sports are you in? That should be another question? So what happens is, are you a baseball fan? Are you a basketball fan? Right? Do you love tennis? Do you not like sports at all? And what kind of music do you listen to? You listen to classical heavy metal, contract and go on, right? Once people fill that out, if you use a program, like let's say, Survey Monkey, they tabulate it all for you. So if you have 50% of the people who say I like rock music, and 10%, like hip hop, you're going to know, and then maybe you can break up your content with that type of music. If you notice that you have 50% basketball fans, right? And then you have some kind of news on somebody in the NBA. Well, you know that maybe you want to get somebody from the NBA on your podcast. Now it make your audience so happy. Because now you're, you're meeting the psychographic need. And it just makes people tune into your podcasts more and more and stay there. It's not just about audience growth. It's about audience retention. That's great info. Thank you for letting me know that I learned something new every day. Yeah, you're welcome. You could just do it on Facebook. Well, today Facebook is down but Facebook goes up. If you you can even just ask people, you know, it's nothing wrong with that. I'm going to ask you, you I think that your podcast is successful. This is what my job is, is to make podcasts as successful. As I can be honest and say not everybody's podcast is successful. You have a lot of ratings. You have shows on a regular basis, how do you measure success? That's a really good question. I measure success in a couple of ways.

Guess the reviews when I get that feedback when someone writes a review, it means the world to me, because let's face it, it's not like they come in every single day. And when they do come in it, you know, I really pay attention to that. And it makes, it makes me feel good. The other part is because I'm a therapist, a lot of my own patients listen to the podcast. And I stress to the knee, I stressed him that no, this isn't therapy, but they listened. And when I when I received their word of mouth feedback, like, hey, Frank, I listened to that episode, then I know that I know that I've connected. So it's through the reviews, it's through, actually, through some of the social media, I'll get back some feedback on Instagram. And it's all those nuggets of feedback and information that lets me know that I'm fulfilling a need, and I'm doing an okay job. So feedback from your audience pretty much great. That's good. And that's what people need, they need to know that the audience is listening. I mean, if you're running a blog, and you're not getting comments, then obviously, you're getting feedback of technically nobody, but a blog. And a commenting system is exactly the way to know if people reading your posts. So that's a good, you know, a good strategy as well. It's just getting that feedback, like I said, a lot of your patients, so you have that connection with your audience already. And that's a good thing, Frank is when you have your customer base, or your being a therapist, your patients, it's important to tell them, Hey, I have this podcast, I'm on social media, here it is, let's connect. And this would make you just, it just automatically makes you more successful. Right, then you help them and they share and you become you get new members, even though you're not there, they're not your patients, right? They still connect with you. So that's excellent. And that's really good. So I want to ask you this, and I'm looking at this question I have you, you have me as a guest, and you just took guests, and by the way for the people who are listening, I love public speaking. And that's no secret to anybody who knows me. So I was just a guest on Frank show. And the subject was public speaking anxiety. So I was very honored to share my knowledge. So now Frank is doing the same for me and my audience here. With that said, we're guests on each other's shows. Sometimes, Frank is a host of by himself, sometimes he has his wife as a co host. And sometimes he has a combination of both. For everyone that's listening to my show, you know, I have Megan, sometimes, and sometimes I don't have Megan. And sometimes I have guests. So Frank, what do you think is the best? I have a couple of episodes on this already. Do you feel that having a guest is better, or a co host? Or both? Well, I will, I will say this. Now truth be told, I listened to a lot of the podcasts that you and Megan two together. And I really value the opinion that both of you give on this subject. Now for me. I like having guests if the guest really can give value to the audience who's tuning in. Now, I know that there are people who like to have guests just because because it means that they have to do less work in the sense of doing the whole podcast by themselves. And I think that's smart. I get it. And I understand. But for me personally, I think there's a lot of value in having a guest on on the podcast, if they're going to be someone that can really relate to the audience and talk to them about something that they're they're interested in. In other words, they're not digressing on to another topic. I agree with that. And I noticed that a lot of podcasts podcasters have guests on that might not match the general theme of the content, which is always a bad thing, because you lose your audience members real fast. So it's always good to make sure that the guest qualifies as being that your podcasts are you completely match my content. And you are doing a whole thing on me with the public speaking. And that's an anxiety. So yes, we really did match each other's content, it was just a very good fit for each other. Not every guest is a fit for your podcast. And I just have to say, you know, qualified the guests. Sorry, God, I will I apologize. What I was gonna say was now there have been times when I've had a guest on the podcast where I just never used it. I thank them for their time and I really did appreciate but I never used it. And that was for a couple of reasons either. I didn't jive well with that guest to be quite honest. Like if we just we weren't a good mates you can't make man December. Other times, they went completely off On another subject that had nothing to do with what we were talking about. And so rather than spend all my time editing and trying to fix and this and that, I appreciate it, and I thank them for their time. But I go on and create the next podcast because I want to put something out there to at least quality. That's a good point. And I've had guests also that have digressed. And I'll say that the strategy or the way to solve that is, first of all, what we've done with each other, we sent each other the questions ahead of time. So we know that, you know, we tell the guests, please answer these questions. And don't answer anything else. But you and I didn't have to tell each other that we already know. And the other thing too, is you give the guests a time limit. Because that's even if they stay on topic, they might spend too much time going off the time limit. And then you're like, Well, wait a minute, we only got three minutes left, they still have 10 questions to ask you. Yeah, it's definitely, definitely I mean, even just staying on their subject matter and going off is digressing to every every once in a while. That's okay. Like, Mike, as you know, as per my art of digressing episode, yes. Which I listened to I heard that. And not to be silly or anything, but one thing that helps me a lot is I listen to shows like your like your show and others about podcasting. Because it helps me just the more information I can I can take in and how to improve this skill of podcasting, this art, then the better I can become at it. Yes, absolutely. I mean, listening to too many podcasting on podcasting, listening to too many podcasts on podcasting can also be confusing, because you might hear two podcasters conflict, and then you can get confused. So it's always good to stick with two or three I would say at the most. I'm glad I'm glad I'm one of them. So frequently asked you challenges. Everybody that does podcasting has some challenge. What do you feel is yours? I think for me, the challenge is just having a busy lifestyle. So podcasting is something that I have a passion for. I really enjoy it. But outside of podcasting, I, I work full time as a therapist. Yeah, yeah, and I have a, I have a wife, and I have a five year old little girl who I loved. I just love her I adore. But that takes a lot of time. And so for me, the the I've sort of switched lately to doing my podcast, if I need to bi weekly, because I want to have quality in it. I would absolutely love to be able to do a podcast a couple times a week or once a week. But I would I would end up having to give something up for the quality. So that is one of the challenges the time constraints. Do you have you found a way to overcome that challenge? Are you still searching for it? Like that solution? Yeah, I'm always open to suggestions. But for me, it's to create a schedule and to stick to it. So for example, I may write out the script of the podcast, I'll spend 15 minutes a day dirt, you know, five days a week, that's dirt dirty week one, and then week two is recording it, and then editing it and putting it out there. That's what's worked for me so far. Yeah, and I had that problem, too. And I think a lot of us do. The way I deal with that is I tried to record three episodes at the same time. I mean, I'm but one after the other. And you just schedule now you're on buzzsprout. Right? So buzzsprout does let you schedule. A budget pro will let you schedule in advance, right? So to say I'm an anchor, so So this anchor, so yes, definitely I'll say to everybody, that if you're on a podcast platform, make sure they let you schedule ahead of time. And if I actually find it, less work to do three podcast episodes in the same sitting than it doing one every other day. That goes to, I guess the reason is because the prep time and the mindset, it takes about 10 minutes for you to get into that mindset, right? So every time you do an episode, you have to waste five or 10 minutes of your mental energy. And if you do them all at once, your mental energy is spent once right so that makes sense. Yeah, you you don't have that prep time every single time. And you know time is money. And preparation does take time and being prepared or being prepared organized. is not it's not a quick thing, right? That's why a lot of people are not organized with podcasts because they don't plan ahead of time. But it does take a lot of mental energy to get ready. And if you do it once, and then record three to five episodes at the same time, and just schedule them. To me, that's the fastest way. And I tried it, I try to skip to it, try to stick to a monday, wednesday friday schedule does not always happen. But I've been better that way lately. So it's, you know, one of the things I do, so that's great i, what are what are your goals as a podcaster. So first of all, my goal here is to just, it sort of warms my heart, it sounds cheesy, but I really do enjoy being a helping professional. So if I can help someone, reduce, you know, find strategies to reduce their anxiety or find ways for them to maybe accomplish their goals, I just did an episode on learning how to sort of do away with procrastination, anything and that helping people around that that's sort of my goal, the rest of it kind of comes after that. Well, I definitely want to hear that episode on procrastination, because I think we all do it. And I try not to, yeah, we all do. But I do listen to a lot of your episodes Frank. So I find it to be a very informative, even just want to say this, even if you don't suffer from anxiety, or you don't think you need a therapist, I gotta say that Frank has a lot of episodes that just help people in general with life. You know, we all have challenges in life. And it's always good people, when we say I want to talk to a therapist, or I want to have psychiatrists or whatever, go see somebody. You know what? Personally, I've never been to one. But I realized that a lot of your episodes just pertain to real life. And not only real life, but you know, I mean, like life that even if you don't think you need a therapist, you can still learn from a lot of episodes on the anxiety therapist podcast. So thank you for just being more general. Absolutely. I appreciate that. Because because there are a lot of issues in life, which wouldn't qualify or, in other words, something that people would experience that wouldn't qualify as an anxiety disorder, for example, people wake up in the morning, and they feel anxious before they get dressed and head out the door to work or whatever it is. Yeah, those are the kind of topics those everyday general issues that I try to speak to and in my podcast, I talked about procrastination and and other issues. So right, it's not just about some sort of mental health issue, that it's good to know. And I can tell you right now, my next question is about how rewarding Do you find podcasting? Thank you for that. I find it extremely rewarding, especially when I hear I'll tell you, I've mentioned the reviews. But when I hear from family members and friends, it made me It made me I'm boosting my own ego. But I actually had somebody the other day to say to me, this was a patient of mine. She's like, I listened to your podcast, and I had my friends listen to it. I'm like, hey, that's my therapist. And it made me feel good. I mean, who doesn't want to hear that? You know, somebody is speaking well about them, or some of the work that they're putting out and that maybe it helps somebody else in some other way? No, I agree. That's exactly what you want is for people to say, Hey, this is a great episode, and they share it. There's nothing more rewarding to learn. And just helping people in general, right was, I feel that every podcast I listened to helps people And to me, that's the most rewarding part about it. Right? You, you have a show, you have people that probably have a need, and your show solves that near your content. Just amazing. So I'm very, you know, you find it rewarding, so to why. So Frank, I'm going to end this. And thank you and I want to say in 60 seconds, what can you suggest to people who are just starting out in podcasting? Okay, thank you for that question. Well, what I would say to people is, don't get caught up in all the minutiae and thinking about being a podcaster of like, all this stuff, it really is important. You just get whatever equipment if you've got, you know, a microphone, you can get them cheap, and you've got something like an anchor or a buzzsprout to get the episodes out and start recording and putting putting them out there. Don't spend too much time in the weeds thinking about all the steps you have to take just to get started. And that's like anything like when you think too much about the steps if it sounds overwhelming, until you get your mind into it, and then it's just not as bad as you had thought it would be the podcast, I'm actually going to come out with a couple of episodes on how to get into podcasting quickly without spending a lot of money or time or preparation, but I feel that the way I'm going to structure this, it's going to help people that have been podcasting for years. So that's excellent. Frank, I want to thank you for coming onto my show. And for just doing this dual guests thing that we do with each other. For those people that are listening, I was on his show first. And then we said, we're going to be a mine. And I look forward to being a guest on each other's show even more. We're not going to stop it here. Thank you. Thank you so much. I really enjoyed being a guest here on your show today to Yes, so listen, everybody. If you have a particular life problem, and you want to get some guidance, what I found is Frank does is he'll listen to your issue or your situation. And he might make a whole episode read like you did with one of mine. And that makes you an amazing man to say thank you. Yeah, so listen, thank you very much, everybody. Subscribe to us on Apple and review us. And Frank, we'll talk soon. See you later. Thank you so much. You too.


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