| What's the most precious commodity in the world? | | | | someone the public can turn to. This is an ideal time to |
| Nope. Not gold. Not platinum. Not uranium. Not | | | | display your expertise and speak directly to the topics |
| diamonds. The most precious commodity in the world | | | | that are relevant to your market and target audience. |
| is not something you can mine, or harvest, or hoard in | | | | Considering the low cost of podcasting -- you can get |
| safety deposit boxes.The most precious commodity is | | | | up and running for a few hundred dollars -- can you |
| something you have an almost endless supply of. | | | | afford to forgo this opportunity?To be an effective |
| Major industries go out of their way to get it from you. | | | | podcaster, remember the four C's. Your broadcasts |
| Entire trades have sprung up for the sole purpose of | | | | must be Concise, Chatty, Clear and |
| enticing you to part with yours.What is this precious | | | | Consistent.Concise: Each podcast should have a clear |
| thing?Why, it's your attention. I'm hoping by this point | | | | focus. Pick one point you want to concentrate on and |
| that I have yours. Capturing the attention of today's | | | | select your material to support and illustrate that point. It |
| mass-media savvy consumer is quite a trick. Consider | | | | is better to offer several short, clearly focused |
| the competition: streaming video on the desktop | | | | podcasts than one, long, rambling, self-indulgent |
| computer, television shows on your cell phone, video | | | | diatribe.Chatty: Make your material engaging. That |
| game consoles that allow you to play with competitors | | | | might be difficult, especially if you're talking about |
| halfway around the world. How in the world are you | | | | estate planning or tax avoidance strategies, but it's |
| going to get a consumer who has all of these | | | | necessary. Use real life examples and simple language |
| entertaining options available to pay attention to your | | | | to communicate your points. Listeners will tune out |
| products and services?Enter the podcast. Podcasts | | | | jargon, dry statistics, and 'academic-speak'.Clear: Once |
| are audio or video files distributed over the internet. | | | | upon a time, politicians and thespians used to train by |
| Listeners download the files, and either play them on | | | | speaking with a mouth full of pebbles. The thought |
| the computer or a listening device, such as an I-Pod. | | | | was that if one could make oneself understood even |
| Podcasts can be on any topic -- there are regular | | | | under those circumstances, clear speech would |
| podcasts devoted to life in Iceland!-- and any length. | | | | present no problem if one were unimpeded. I'm not |
| Some are a few minutes, others go for over an | | | | recommending you start putting rocks in your mouth. |
| hour.Podcasts have two distinct traits that will appeal | | | | However, make an effort to speak clearly. Listeners |
| to exhibitors:1. They allow the listener to multi-task: | | | | won't value what they can't understand.Consistent: |
| Many of our clients are busy, busy people. They may | | | | You can podcast monthly. You can podcast weekly. |
| not have the time to sit down and read a magazine | | | | You can even -- if you're brave and have the time -- |
| article, much less the new book you've just authored. | | | | podcast daily. It doesn't really matter, as long as you |
| Yet they can listen to your podcast while driving to | | | | pick a schedule and stick to it. Blow off your listeners |
| work, going for the morning jog, even while working on | | | | at your peril. If there's no material when they expect it, |
| some less-vital aspects of the day's paperwork.2. The | | | | they won't come looking twice.Once you have your |
| feed the societal need for self improvement: | | | | podcast up and running, remember that you have to |
| Podcasting offers listeners the experience of attending | | | | promote it. Link to it from your website, add info about |
| a one-on-one lecture with some of today's most | | | | your podcast to your signature files, and include a |
| foremost experts. Listeners who want to advance | | | | mention in your print advertising. People won't listen if |
| their careers, improve their health, or do a better job | | | | they don't know the podcast |
| raising their kids are natural audiences for | | | | exists!Susan A. Friedmann, CSP, The Tradeshow |
| podcasting.Podcasting can play an integral role in your | | | | Coach, Lake Placid, NY, author: "Meeting & Event |
| development as an Expert. Regular podcasts that | | | | Planning for Dummies," working with companies to |
| share industry information, insights, advice, and | | | | improve their meeting and event success through |
| guidance will create the impression that you're | | | | coaching, consulting and training. |