the podcast recap episode with aj & rory vaden

Ep 321: 4 Ways To Increase Your Content Engagement with Nora Sudduth | Recap Episode

Listen to the episode below

One of the best ways to elevate your content is to view it from the perspective of your client.

It’s an opportunity to gain fresh insight into what they need and how you can deliver on it.

In today’s recap episode AJ revisits her conversation with Nora Sudduth, Co-Founder and CRO of Hello Audio, a podcast hosting platform with a range of features that make it easier than ever to connect with your audience.

Tuning in you’ll hear AJ share her top takeaways; like why more information does not necessarily mean more value, and how to identify the currency your audience is trading in – whether it’s time, money, or both.

She reflects on Nora’s key advice on how to increase your content engagement, from making your product entertaining and accessible and increasing the ease of use, to identifying the needs of your clients and delivering on them.

AJ’s interview with Nora is packed with hidden gems, so be sure to tune in for a recap of this important conversation!

Key takeaways from this episode

  • AJ shares her top takeaways from her conversation with Nora Sudduth.
  • Why you don’t need huge online audiences to build amazing businesses.
  • How to draw on the audience that is within your reach.
  • A reminder that your journey happens one step at a time.
  • A summary of the four methods to increase content engagement.
  • The value of making entertaining coursework content.
  • Why more information does not necessarily equal more value.
  • How to create value based on what your audience needs.
  • Why the concept ‘ease of use’ is so important.

Tweetable Moments

“Most of us don’t need 1000s of clients or even hundreds of clients. Many of us just need dozens of clients. You don’t need to go online to find those people. They’re right in your local community.” — @AJ_vaden [0:04:20]

“Your first step does not have to be your last step. Your path is step by step.” — @AJ_vaden [0:05:37]

About Nora Sudduth

Nora Sudduth, Co-founder of Hello Audio is a leading marketing & conversion strategist who has helped businesses sell over $500M of products & services online. She’s also designed several courses, coaching and certification programs that have generated millions more.  Nora has over 20 years of experience working with startups to Fortune 500 companies and everything in between. From market positioning and messaging, to offers and sales strategies, she’s consulted on thousands of marketing campaigns to help businesses have authentic, compelling conversations with their clients.

Links Mentioned

Hello Audio

Nora Sudduth on LinkedIn

Nora Sudduth on Instagram

Nora Sudduth

AJ Vaden on LinkedIn

AJ Vaden on Twitter

Rory Vaden

Rory Vaden on LinkedIn

Rory Vaden on Twitter

Take the Stairs

Brand Builders Group

Brand Builders Group Free Call

Brand Builders Group Resources

The Influential Personal Brand Podcast on Stitcher

The Influential Personal Brand Podcast on Apple

RV (00:07): Hey brand builder, Rory Vaden here. Thank you so much for taking the time to check out this interview as always, it’s our honor to provide it to you for free and wanted to let you know there’s no big sales pitch or anything coming at the end. However, if you are someone who is looking to build and monetize your personal brand, we would love to talk to you and get to know you a little bit and hear about some of your dreams and visions and share with you a little bit about what we’re up to to see if we might be a fit. So if you’re interested in a free strategy call with someone from our team, we would love to hear from you. You can do that at brand builders, group.com/pod call brand builders, group.com/pod call. We hope to talk to you soon. AJV (00:54): Hey, all welcome to our pod recap. This recap is with my conversation with Nora Sudduth from hello audio. Oh my gosh. I’m nerding out over here. Like I literally have like my little workbook why I still have paper. I don’t know. But this was the most surprisingly unexpected, powerful, insightful content rich interview I’ve had in a really long time. I’m like blown away and it’s in fact, as soon as I hit stop on our left interview, I literally was like I’m in your website right now. I’m signing up for this demo. I’m like, how do I register right now to do this? Y’all this is amazing. I’m so excited about this. I am so excited that I randomly said yes to this pitch. It’s this was divine introduction introductions, so, okay. I could go on and on about that, if you haven’t listened to the full interview, you must, this is incredible. AJV (01:49): Just the content itself of how do you create more engagement and consumption with your content specifically around audio, but not, not only around audio. So, alright, I’m gonna tell you my big takeaways, there’s more than three today, so I’m just gonna give them all to you, but I’ll make it short and succinct. I have my timer on I’m paying attention to what I promise. Okay. First thing we started with this was amazing. You do not have to have huge online audiences to build amazing businesses. So great reminder, you hear this from us all the time at brand builders group. If you listen to this podcast, but start with your current reach, right? You don’t need to go do paid traffic. You, you can, but you don’t have to, you don’t have to go worry about building, you know, hundreds of thousands or tens of thousands of followers online to get business. AJV (02:39): You can, but you don’t have to, you already have an audience, right? They’re the people at the T-ball game or the people you sit next to at that concert, they’re the people at church or your kids’ schools. They’re the people in line at the grocery, like there are people all around you like, so go and look around and who are the people that are, are already in your audience that you already have access to that are already in your reach and do they even know what you do? And do they know people who need what you do or do they need what you do? Oh my goodness, how easy it is to forget that we have an audience right in front of us, when all we pay attention to is the social media PLA platform. Y’all turn it off for just a minute and get your eyes off the screen and look around. AJV (03:22): Like, don’t forget the real life human beings right in front of you and who they have access to. Right? It’s like all the audience you need is probably all around you. Most of us don’t need thousands of clients or even hundreds of clients. Many of us just need dozens of clients. Do you don’t need to go online to find those people to write in your local community. So don’t forget the power of the offline reach. I love that. Second thing, this was so powerful is like, don’t forget that your path happens one step at a time. You may not be doing what you’re doing right now in five years or in one year, but take that next step. And it’s okay to know. It’s like, this is my next step. I know it’s not my last step. Take steps in between. I’ve had so many conversations about this here lately is that you know, for me, this is what makes me think of is, you know, writing a book, creating the, your life’s content, your life’s message. AJV (04:18): Isn’t the first thing you do. It’s the last thing you do. And on my recent interview with a Mori tepo who wrote the book, bring yourself, we talked about how I was like, she was writing her book for 10 years before she wrote her book. And what I mean before that is she was creating her content. She was settling in on what she really believed she was teaching it. She was speaking on it. She was coaching on it. She was mentoring on it way before she ever wrote the book. So it’s like, you’re writing the book right now. You’re writing that keynote right now. Like you’re, you’re doing all the things right now. And your first step is not have to be your last step. Your path is step by step. Oh, that was just so inspirational to me. I loved that. Now get down to some of the technical things. AJV (05:02): We had a great conversation around why content does not get consumed. So why is it that we people who are interested in learning and information, which is who you are, if you, you know, buy books, buy courses attend seminars, you know, conferences, all the things listen to a podcast like this. It’s like, we, we want information. We wanna be inspired. We wanna be entertained. We wanna learn. Right. But why is it that some of us start and never finish? Or why do we spend money and have our actual actually start it? And I thought this was really good. She said, there are four keys to improving your consumption. Y’all buckle up. So, so good. Number one, make it enjoyable. , don’t forget the power of a little entertainment and a good story. And not being boring. I think that’s really important, right? AJV (05:59): And it’s not to say that learning is boring, boring, but what people really remember is how you made ’em feel. They remember the stories that you tell they remember the, the pieces that were outrageous or entertaining, or they believe the, the authentic nature in which you are just real and who you are much more than often. They remember the pieces of information. And I thought that was a really great in a great thing. And I loved what she said. She goes, more information does not equate to more value it doesn’t, which leads me to the second point time, make this consumable and short amount of time. Right. I love, she said time is my primary currency. And what we all have to figure out is what is the currency of our audience? Are they buying this to make more money? AJV (06:57): Have less stress increase their level of fulfillment? Are they doing it to have more time? Like, what is the currency in which your audience is, is trading in? Mine is time. So she was speaking my language. It’s like, I’m always like, how do I have more time? How do I do less? Right. less is more thing. And I love what she said. It’s like more stuff. Does that mean more value? And as she was talking, I was just thinking about myself as a consumer, whether or not you relate to this or not of how often do I look at something and I go a thousand dollars. Okay. But what’s included. And it’s like, you know, it’s like 42 training videos and access to group calls and, and it goes on and on and on. And I’m like, I don’t want any of that. AJV (07:41): I just, I need, I need, like, I need one thing. How, how do you get me? One thing that I can do in like an afternoon and then call it quits. I would pay more money for that, of going. I don’t have to do all of that. Right. In a two hour session, I’m gonna get everything I need. I’m like, that is worth it to me, give me that. Right. It’s a part of why I love conferences and events because I know I’m gonna go and it’s gonna, I’m gonna start and I’m gonna end. And I’m gonna have everything I need at the end of that day or two days, how do we create value based on the currency in which your audience is trading loved it. And I love that reminders, like more information does not mean more value, right? Often people want it to consume it and the least amount of time possible. AJV (08:21): So trying to add more stuff on actually makes it less valuable and more overwhelming. Ugh. So good. Number two, or number three, increase the likelihood of results speak the language of your audience. What do they want from this? What are they gonna get from this? Right? Are they, do they want to double their income in the next 12 months? Right? Do they want to 10 X their reach? Like, what is it that they’re going to get from this? Tell them exactly the results they’re going to receive. So increase the likelihood of results and go at the end of this. This is what you’re going to get. That increases consumption. It helps ’em make it to the end, cuz they know at the end, this is what I’m gonna be able to do. This is what I’m gonna be able to achieve or eliminate. AJV (09:05): So tell them right. Increase the likelihood, say, well the results are different for everyone. It’s like, well, that might be true, but what are the common denominators for everyone at the same time? So increase the likelihood of results. And then this was like where we spent the most time. And I think this is really important. It’s increase the ease of use, make it easy to use, make it easy to consume. If you’re making courses make sure that if you make ’em video, you also give an audio version, right? If you have a six hour course that requires someone to be in front of their computer, especially post pandemic. That can be a bit exhausting. It can be a bit much when they’re in front of their computer all day long, but it’s like, but could they go and do this out on a walk, right. AJV (09:49): Or, you know, on a hike or with the dog or in a park or in the car. So it’s making it easy to use. And I, I love that. It’s like, is it when you walk in, is it six hours or is it 15 minutes? Right? It’s like, I can get something done every day for 15 minutes. But if it’s a hour or two hours or six hours, I don’t know. I don’t know if I can do that. Make the workbooks easy to download, easy to write in, make it easy. Y’all make it easy. Y’all I cannot tell you how much I found value in this. And I’m kind of picky. I really am. This was so good. I totally am signing up for this free demo. I am going to hello, audio.fm. I am signing up for this free demo. I am getting the free trial. AJV (10:36): I’m gonna make our whole marketing team watch this so beware. This is very likely going to be integrated into our world very soon. Love the concepts, love the conversation. Go check out the full interview. And then just remember I thought this was the, the highlight, but just remember it’s like we pay to shortcut our path to success. And that was one of the last things that Nora said is that we pay to shortcut our path to success. So make sure that you’re helping people do that. If you’re creating content, you’re trying to help them, you know, not make this many same mistakes that you did. You’re helping them expedite their journey. You’re giving them a shortcut to success and people will pay for it, but make it easy. Right? Tell ’em what it’s worth. Right? Know what currency they’re trading in and make it enjoyable. Make it fun. Y’all so, so good. I could go on and on go listen to the full interview, go check it out and we’ll see you next time on the influential personal brand.

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25 of the World's Most Recognizable Influencers Share Their Tips on How to Build and Monetize a Personal Brand

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