Pod-Crashing Episode 28:

I listen to a lot of podcasts. I study their behavior. Not as in numbers but the way each episode infects or affects my extremely busy day. Being a Broadcaster locked up in a control room can be a lonely place. It’s no different than a banker, movie theater GM, computer programmer and so on. The modern business world has shaped itself into a cluster of several offices with each player trapped inside 8 to 12 hours at a time.
Podcasting is companionship. Whatever your taste, someone has designed a show. You feel like you belong. You part of. The content is stored in memory baskets to be used during those moments when you’re back to being face to face with friends and family.
Podcasting is the new love song. It’s the Country song where the singer’s lost his wife, house and big ole dog named Bart. It’s that political friend that doesn’t get upset with your points of view or religious traveler always reminding your heart to locate peace before war. It can be funny, informative, far fetch and a total disconnect.
Outside of my typical weekly run with Marc Maron, Dax Shepard Chelsea Handler and Bob Pittman’s Math and Magic, I took in Alec Baldwin’s podcast Here’s The Thing. I love that actors, musicians, book authors and CEO’s aren’t afraid of putting their stories out there. These hosts are up front and center capturing the perfect and awkward moments.
Some conversations are mindful of the open space while others dig in and cough up the dirt. That’s because the hosts, their producers and others involved are focused on the product. They know exactly what they’re shooting for. Nobody’s winging it. Nor are they podcasting to become comedians, doctors, mansion sellers or football and basketball heroes.
The stories shared aren’t the hosts with ample amounts of show prep. The guests have been given a place to plant their experiences and adventures. They’re allowed to take their time and truly express every emotion required to bring the story forward.
This is why listeners tune in. As the host, it takes a lot of discipline to let your question sit out there longer than someone appearing on The View or James Corden. I get their speed and determination. Their interview methods are madness pressurized by time bombs connected to clocks and advertisers.
That doesn’t mean you let the guest take over the show. One of the golden rules of radio news interviewing is to never let the person you’re talking with hold the microphone. Once it’s out of your hands you may never get it back.
If you’re lucky enough to land someone for 20 minutes or longer, a performance discipline has to be ready to Rock. There I was about to have a conversation with television star and Shopping Channel guru Suzanne Summers. She was promoting her Tox-Sick book. Oh she’s very good at selling merchandise. One question deep into the conversation and woof! She was on the Kentucky Derby track reaching for the roses. It happens. Post production is your net. Rather than fight for the microphone, participate with their answers and get a deeper more affective conversation. Edit edit edit.

There are so many different interviewing techniques. The one focal point you need to always keep in touch with is the listener. What’s the content? How is the content being delivered? How is it being received? Is it strong enough for listeners to make it part of a future conversation?
I hear from other podcasters all the time about how a show could’ve been brilliant for listeners if the guest would’ve been more involved in the conversation. Most podcasters know how to equal out the content and conversation but feel like they’re letting their listeners down because one half of the episode features a disengaged second person.
Once again, edit edit edit. I had a conversation yesterday with a book author that’s penned out a psychological reference book about a comic book villain. Hardcore detail. Brilliant experts featured. Sound bite answers. Very short and to the point. That’s not a conversation. That’s feeding a news room reporters ear which makes it easier to slip it into a three minute newscast.
So I started stepping away from the book. Maybe too much away. He’s written a book about a comic book killer. I simply asked, “Have you ever thought about putting yourself in a prison cell with a real killer and breaking down their life like you have with this comic book killer?” Boom lights out! His only reply, “Not my thing.” I took on his answer. I wanted a story. I needed content. I had invested time and energy in show prepping. This wasn’t going to be a blah blah blah episode. I took him out of his interview mode into a pit of discomfort.
The editor in me has to go into the conversation and turn it into an attraction. The author stopping could very well be the headline. Now answer the question why. Give it some front space, a lead in, allow listeners to hear your side. Then move forward to get a reaction.
This is what I call podcast companionship. Being real with those who’ve chosen to jump on board. I didn’t hit my first million by dropping trash on the highway. It’s been about being faithful to listeners that show up. Not everybody famous or on their way is a good talker. I respect everyone that shows up. As a professional though I’m gonna get them into a Cheers Bar mental state of just talking. To hear the real voice. We all have stories. The mission is to share it.
For many of us we aren’t lucky enough or big enough to land the one and two hour conversations like Joe Rogan. Joe is very good at what he does because he’s extremely comfortable with his guests and he lets them talk. Although today… while listening to the Black Keys, the band wasn’t quite finished yet and interrupted Joe. The host peacefully sat back and let them get to an incredible payoff.
So what’s the moral of the story? Keep one eye on your performance while keeping the other on those receiving it. Howard Stern knows how to conduct a conversation because he hears it in his heart to move on or it’s going to get old. Through my experiences, seven minutes into any conversation and somebody’s repeating stories. Lock your guest in and keep them on track to your needs.
A great friend who interviews every top dog in Hollywood once said to me, “I don’t care how big the person sitting next to me is. If they aren’t delivering. I get up and leave.”