Normally I don’t write or talk about politics. However, it isn’t too often when a politician decides to start a podcast.
This is not an endorsement for either party.
A podcast is a vital platform during the coronavirus which have turned in-person rallies into safety hazards.
My political preference is to listen to both sides and formulate my own conclusions. I will keep this article balanced and not lean one way or the other.
Rather, I will focus on the podcast’s format and some thoughts after listening.
Joe’s podcast is called Here’s The Deal and already has over 450 reviews. He was at around 250 reviews just a few hours ago, so I wouldn’t be surprised if he’s at 1,000 reviews within the first 7 days of launch.
When you have the budget of a political campaign, there is A LOT you can do to reach more people.
If you want to start your own podcast or tweak your existing podcast to make it more engaging, you’ll enjoy this article.
The Intro Music Makes Sense
The intro music of a podcast can set the tone. Joe chose calm intro music to lead into his show. The calm music also plays during transitions which we will cover shortly.
During the episode Joe’s voice has a calm tone which makes the music selection appropriate.
The Format Is Dynamic
The format of the first episode was different from the typical format. Most podcasts are either solo episodes, interview-style episodes, or Q&A episodes.
Joe manages to combine all three of those formats in the first episode. After a brief monologue at the start of the episode, he introduces his guest who worked with him in the White House during the Obama Administration.
The interview takes place and Joe finds a way to throw some jabs at Trump. It’s enough to notice but not too much to detract from the conversation.
In politics, people take jabs at each other all of the time. Negative ads on opponents work very well which is why you always see them during election season.
From Joe’s perspective, it’s smart to incorporate these jabs for the sole reason that they work in the political space. In your case, you could mention your book, YouTube channel, or some other project you’re working on instead of taking a jab at someone.
Political jabbing is like pop-ups on a website. They’re annoying, but from a marketing standpoint, they work.
After the very brief interview (around 5–7 minutes of the episode; he only asked 1–2 questions), Joe answers questions from three of his supporters. It’s nice to hear some of their voices on his episodes so listeners can put a voice to the person.
The format is engaging and doesn’t follow the traditional podcast episode model. Normally, interview style episodes, solo episodes, and Q&A episodes are separate episodes.
The first episode was a masterful combination of all three components in just a tad over 20 minutes.
Episode Titles Can Use Some Work
I get that some people will listen to the podcast just because it’s Joe Biden. I tuned in to see what he’d do with the first episode. This can become a big moment for podcasting. A Presidential Candidate with a ginormous campaign budget thought a podcast would be a great asset for his campaign.
That’s why I’m an advocate for starting a podcast to grow your business and spread your message.
But people aren’t tuning into your episode because of who you are…yet.
Without any further adieu, here’s the title of Joe’s first episode:
“Here’s The Deal with Rob Klain on COVID-19.”
Some people will be attracted to the podcast because they like Joe and want to see what it’s all about.
But if you don’t know who Joe Biden or Rob Klain are, that episode title won’t grab you at all.
Sure, COVID-19 is in the title which is a popular keyword right now. However, more people refer to it as the coronavirus, and that is the more popular keyword based on Vid IQ.
“Coronavirus” is a more popular keyword than “corona virus” by 6 points.
Coronavirus — 66
Corona virus — 60
I resorted to using YouTube data for the podcast keyword research because there aren’t tools available specifically for podcast keyword research.
Using the right keywords makes your podcast episodes more discoverable. If you have an important message about the coronavirus for a specific group of people, the keyword you use determines how many people you reach.
For instance, I created a video on how the coronavirus is affecting self published authors. I detailed some ways self published authors should adjust during this time.
People loved that video and several self published authors thanked me in the comments for creating that video.
Keyword optimization allowed me to reach more authors who would benefit from that message.
My latest Breakthrough Success episode at the time of writing is “Building A Real Estate Portfolio To Escape The 9-To-5 With Jason Pero.”
That’s a better hook than “Breakthrough Success with Jason Pero on Real Estate.”
Plus I include “real estate” in the episode title which is a high performing keyword based on Vid IQ’s data. This increases the likelihood of people finding my podcast through a search.
Here’s The Deal’s Publishing Schedule
New episodes will be released on a weekly basis. I understand part of this is because politicians have crammed schedules during a campaign, but I think he should up the frequency to 2–3 times each week.
The podcast episodes are substitutes for his rallies. Releasing 100s of podcast episodes in a few weeks would overwhelm people, but 2–3 episodes each week is within reason.
Across Breakthrough Success, Profitable Public Speaking, and Ditch The Job, I publish 8 episodes each week which is above average. Most people do weekly podcast episodes, but 2–3 episodes each week will yield more momentum.
Joe is incredibly well known, so his status alone will attract listeners, but an extra episode each week would help with his marketing, especially with everyone on lock down.
Doing Live videos would be a good substitute for a second episode each week, but considering the rallies are getting cancelled, I would think there’s enough time for a second episode each week.
But again, a weekly podcast is fine and that’s the style most follow. This is just my personal opinion. Joe is also getting started with podcasting and receiving “pod advice,” so maybe he ramps it up as November gets closer.
When the podcast host is relatable, you connect with them on a deeper level. Relatability with voters is a key factor to political success. Unsurprisingly, Joe makes himself relatable in the episode by talking about how he’s doing FaceTime with his grandchildren since he’s quarantining.
At the end of the episode, he goes into a brief monologue where he says something to the effect of, “We are thinking about you and will get through it. Stay healthy and safe. Thank you.”
The key is to make yourself relatable. You can do this by mentioning your own stories, what you do outside of the podcast, and other stuff about yourself. I frequently mention my running and where I’m at with my marathon goals.
Even though my podcast has nothing to do with running, I’ve had many side conversations about running during post-episode conversations (when the episode is done and no longer recording). Some of my guests are also runners and we talk about that. Some listeners also contact me about running and ask me about how I’m doing with my marathons.
The Podcast’s Goal
The PR goal of the podcast is along the lines of keeping people informed. From a business standpoint, there are two goals with his podcast:
- Activate passive voters — Get these people in the booths and to encourage their friends to choose Biden.
- Attract on-the-fence voters — These are the people who are not yet sure who they will vote for. Activating passive voters and engaging with his audience through this format will make it more enticing for on-the-fence voters to choose Biden.
If you have already decided on Trump, Sanders, or another candidate, Joe’s podcast won’t change your opinion. This podcast is primarily for Joe’s audience.
Throw jabs at enemies. Keep bringing up your credentials. Invite guests on the show who reaffirm your credentials. In the political sphere, it’s that simple.
It’s no surprise Joe picks someone like Rob as his first guest. While the two seem to share a bond that goes beyond politics, it presents an idea of how episodes will flow. Rob asks Joe a question during the episode that seemed planned, and there were points where the episode felt scripted.
While I enjoyed the dynamic structure of the episode, a more free flowing conversation better represents podcasting than the tight approach from this episode.
During a Breakthrough Success episode, the only script I have in front of me are the guest’s name, the topic, and the guest’s bio. Everything else is ad lib.
Granted, this is Joe’s first podcast and I had a rigid structure during my first podcast as well. However, there were some parts that felt more scripted than they should have been.
Fun Episode Ideas That Probably Won’t Happen
- Biden interviews Trump or Sanders. This would be golden. It would have to be conducted Live to be fair. If one of my guests or I mess up during the episode, we cut out the mess out of the finished episode. I also wouldn’t like the idea of getting dissed on my own show…but I’m a business oriented podcaster. I’m not running a political campaign, and I like conversations that account for both sides.
- Biden brings on a bunch of people who disagree with what he has to say. Having a dialogue with these individuals rather than just answering their questions without receiving follow-up questions would create an intriguing episode experience. The episode may be less about proving people wrong and showing that we can still connect with each other despite our differences.
- Give us a behind-the-scenes of people on Biden’s staff who care about his message. Who are the people putting up the signs, running the online ads, and everyone else helping with the campaign. That type of background paints a deeper picture of everyone behind Biden. Biden would talk for about a minute to start the episode and about a minute to wrap it up. This is definitely the most likely of the 3 ideas.
These episodes are fun ideas in my opinion because they go beyond the status quo (Trump on Biden’s podcast would be a very unique experience).
I really enjoy the show’s structure and am excited to see where it goes. I may experiment with this show’s structure at some point, but given my current publishing frequency, I prefer to primarily conduct interviews at the moment.
Regardless of which side you’re on, this is exciting news if you are a podcaster. If debates get televised again, and the podcast gets brought up, so many more people are going to listen to podcasts.
There’s only 900,000 podcasts right now compared to more than 1 billion blogs. I like the chances of becoming a successful podcaster better than the chances of becoming a successful blogger.
If you want to learn how to start your podcast, you can join us in the free 5 Day Podcast Launch Mini Course.