MARKETING TIP 23: PERSONAL BROADCASTING

I recently published a podcast episode on my Keep It Simple Career Marketing Tips Podcast titled Personal Broadcasting 101 wherein I gave some practical advice on the following:

  • What Personal Broadcasting is?
  • Why you might want to broadcast
  • How to structure a good broadcast best on my speech writing formula (see below)
  • Pros and cons of Podcasting (audio)
  • Pros and cons of Video Blogging (video)
  • Platforms you may want to use for broadcasting (see below)

WHY ME?

The first question you might ask yourself is why me? Why should I start a podcast or video blog? What would be it be about and how would it benefit me? Only you can answer those questions but there are few reasons why you might want to make your own personal broadcast as a means of furthering your career goals or personal business.

  1. Personal broadcasting is a great way to let people know what you do or what your expertise is 
  2. Personal broadcasting allows you to connect directly with potential clients or future companies for hire
  3. Personal broadcasting is a great asset for a resume or CV, demonstrating your knowledge
  4. Its a wonderful professional outlet which may help others, depending on your content

These are just a few reasons why you might want to make a professional podcast or video blog, but you are not limited to these options for sure! I personally enjoy making my regular podcast recordings because I feel that I have expertise in the area of digital marketing and creative communication and I want to share my experience and talents.

THE SPEECH WRITING BELL CURVE

I mentioned in the podcast that I taught Introduction to Communications for three years at a Community College. This is a very common introductory course for liberal arts education and I really enjoyed teaching the class from semester-to-semester.

My task each time was to take a group of students who had never written or delivered a professional speech and teach them the tactics and framework process to write and deliver speeches across multiple vectors – speeches to persuade, inform, and convince. In order to do this I developed my own system of “speech writing” which I felt best enabled students to competently follow a framework which would support any speech scenario and it worked! The following is what I call my “bell curve for speech writing” which shows the progression of writing a speech from beginning to end and the important steps in between, (see below). 

The same framework that I used to teach speech writing will work for you when constructing a personal broadcast format.

I am personally a fan of the Dale Carnegie notion of speech writing. “Tell the audience what you’re going to tell them, say it; tell them what you said.” This makes it very clear to the audience what to expect and it reinforces the message for clarity and retention – good stuff!

When writing a speech or preparing a personal broadcast, I would do the following:

  1. Introduce yourself and your topic. Tell them who you are and what you are going to be talking about. Be as clear and direct as possible. (Tell them what you’re going to tell them)
  2. First Point. What is the first thing they need to know? What about this is important? What will they need to do to prepare (if anything). What is the history of this topic? What is your point of view?
  3. Second Point – The Main Point. This is where you are going to deliver what it is that you really want them to know. You can call this the “heart of the matter”. Again, it is important that you are clear and concise with your language without being skimpy or vague.
  4. Third Point. This is often times the supporting point of your case or the secondary point. This can be additional information or resources or other ways to complete the ask.

“Tell the audience what you’re going to say, say it;

then tell them what you’ve said.”

DALE CARNEGIE

5. Exit and Call to Action. In some ways, this is the most important part of all because you are going to tell your audience what you want them to do! This can come in many forms including:

a. Buy my book

b. Subscribe to my email blast

c. Watch more of my videos

d. Hire me as a consultant

e. Try this out for yourself

…and many more! The call to action will give your audience the opportunity to complete the transition based on your direction. For example, on my podcast I tell my listeners that I would love to hear from them! “Email me at getmemichaelmac@gmail.com, visit my website, getmemichaelmac.com or follow me on Twitter or Instagram!” The call to action in this case is very simple and easy to follow.  (Tell them what you you said.)

This is a pretty simple framework for writing a speech but from my experience of taking dozens of students successfully through my process it works great! I believe that this framework will work for planning a personal broadcast for you as well!

BROADCAST PLATFORMS

The democratization of media has made it possible for nearly anyone to produce their own broadcast feed. Youtube is the best example of this. If you have access to a valid email address and a smartphone (most have a built-in camera), you can begin broadcasting from a personal channel to the world. Youtube is not alone in the field of personal broadcasting. Facebook and Instagram have taken up their own platforms with Facebook Live and Instagram TV which allow users to make live recordings for their followers anytime and from anywhere. This is not to mention TikTok, SnapChat and Twitter which also have some variations of broadcasting ability along with Twitch.

A couple of platforms that I am particularly fond of are Adobe Spark and Anchor.fmBoth of these platforms are free to use, are easy to navigate and don’t require you to purchase any webspace or a dedicated server in order to publish your work. There are many, many other platforms out there for producing great video and audio content but these are two of my favorites.

This is a great example of a 1 minute video that someone made using Adobe Spark to advertise a Winter Skiing Package.

Here is where you can go to visit Anchor.fm if you want to start a personal podcast.

I DO hope that you found this information helpful! You can listen to my full Broadcasting 101 Podcast here!