494. Most Podcasters Ignore This Powerful Nostalgia Hook

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Good morning podcasters.
Today is Monday, April 13th,

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2026, and today we're doing our
obsession Worthy podcast show.

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Today's podcast is called The
Decoder Ring and specifically

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we're covering the Mcgruff the
Crime Dog series.

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Part 1 of this episode.
We're going to break it down and

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see what we can learn from it.
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Well, good morning, everyone,

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and thank you for joining me
here today.

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I am filling in for Mark Ronik
today.

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He had a rough night sleeping,
so I am going to do my best to

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get through this today.
We're going to trudge through

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and make it work as we can.
So today we're talking about

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Obsession Worthy Podcast and
joining me on stage right now.

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We have Nick Naubach, we have
Sid Meadows, and also joining us

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on stage is Nikki AKA Tide
tutoring.

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So thank you so much for being
here today.

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So today we're talking about a
show called Decoder Ring.

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And Decoder Ring is a show about
cracking cultural mysteries.

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Now in each episode, this is
hosted by Willa Pashkin, she

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looks at the cultural, looks at
a different cultural object or

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habit and examines its history
and tries to figure out what it

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means or why it matters, which
is really a cool concept.

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Now, if any of you are older,
like me dating myself here a

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little bit, this is Mcgruff.
Now Mcgruff takes a bite out of

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crime Part 1.
This one actually was split into

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two pieces and it's a case study
and why nostalgia is an

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outrageously effective content
hook because it grabs your

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attention with the shared
memory, then earns permission to

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go deeper into history systems
and really into its meeting.

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So this is such a obsession
worthy podcast.

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Now this episode uses the
familiar your trench coat

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Bloodhound, what Jonathan put in
his notes in the bizarre, catchy

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smart kids album orbiting him as
a single narrative handle for a

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much bigger story about public
service announcements, about

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media saturation and what impact
actually means.

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The episode uses that to really
be effective in this.

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Now, this episode isn't really
about a PSA campaign.

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When I listen to this, and I
hope other people have had a

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chance to listen to this, this
original thing was sort of about

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a PSA announcement, but this
episode is not that.

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It's about something you
remember so clearly and what you

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thought it was isn't actually
what happens.

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It takes that shared childhood
memory and slowly pulls it

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apart.
Now the hook in this when we

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talk about hooks as we talk
about obsession worthy, the hook

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is nostalgia and the payoff is
identity disruption.

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So let's talk about that
emotional hook nostalgia.

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I think nostalgia is really a
great thing that we can look at

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not in a in a fluffy remember
this way, but in a weaponized

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way.
I know weaponize is a tough word

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to use, but it creates instant
trust.

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When this happens, when you feel
that emotional hook, you can go

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back and you say, Oh yeah, I
remember this.

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But it creates that instant
trust.

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It lowers resistance because you
have a shared feeling here that

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nostalgia is something you
remember and it makes the

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listener feel like, hey, this is
for me personally, when I was

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listening to this episode, it
was very much that.

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It made the listener feel like
this is for me today and it

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pulls you into a story before
you can even realize it.

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And I, I don't know about
anybody else that listened to

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this, but that was definitely my
feeling.

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And I'm going to get to the
first CLI here in a second.

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But this is the same principle
behind what you've already seen.

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And that is start with what the
audience already cares about.

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But here's the upgrade.
Nostalgia doesn't just create

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curiosity, it creates emotional
ownership.

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And now the listener isn't just
listening, they're personally

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invested.
So let's get into our first clip

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today.
And this is the first one from

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the decoder ring.
When Daniel Danger was growing

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up in the early 1990s, he had a
number of run insurance with

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this one particular dog.
It's just this weird presence,

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you know, this weird grumpy old
cartoon dog.

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I'm Mcgruff the Crime Dog.
McGrath was a trench coat

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wearing Bloodhound with a
hangdog demeanor who dispensed

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advice about crime prevention,
personal safety, guns and drugs.

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Oh, you don't know me.
See, it's my job to teach you to

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protect yourselves.
Make it your job to learn.

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He also had a catch phrase.
Pick a bite out of crime.

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So that was the first clip, and
you can hear Mcgruff, and it's

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funny.
I'll certainly open the floor up

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to anybody else who wants to
comment.

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But as soon as I heard that
voice, I said, I know that

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voice.
And as soon as I heard that

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voice, that vibe, that memory
hit you instantly.

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And what that does is it
triggers recognition before

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logic even kicks in.
Right away, you're like, oh, I

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know this voice.
And it makes the listener feel

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smart because you have this feel
like I know this and what that

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does to the listener, it creates
emotional safety.

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But here's the twist.
It's a setup the show is about

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to tell you.
You don't actually remember this

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the way you think you do.
And that was kind of a turn for

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me because as soon as I heard
that, oh, this is going to be

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about those PSA announcements
that gruff the crime dog, I

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could just picture my own
theater of their mind, as they

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say.
I could see that going on right

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away.
But there's a twist here in

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this.
Nostalgia is really doing three

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things.
Jonathan put in his notes here.

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It's 3 heavy lifts at once.
The first thing it's doing is

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speed doesn't require some long
setup.

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A lot of the Obsession worthy
podcasts that we've looked at

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require a bigger long setup.
With this one, you're in

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immediately.
You recognize the voice, you

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recognize the character.
The second thing it does is it

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builds trust.
Trust by this shared memory.

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And as soon as you have that
shared memory, it's instant

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credibility.
So that's the second thing.

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First thing was seed.
No long setup needed.

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The second trust and 3rd is
identity isn't just content,

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it's your childhood, it's your
experience, it's your memory.

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And that is really the truth.
And I, I see Nikki put it in the

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comments.
All I can focus on is that she

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referred to the 90s and the
1990s.

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I agree with you Nikki, I don't
know about you, but it made me

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feel a little bit old because
that was sort of, I just

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graduate.
I graduated from College in

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1994, graduated from high school
in 1990, but I thought that was

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an interesting thing.
The other thing it does is, like

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I said, speed, trust and
identity because you're really

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feel as, and once that identity
is involved, game over.

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Now you've got to listen.
As soon as I heard that and I'll

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if anybody else wants to
comment, but as soon as I heard

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that, I said, hey, the listeners
got to stay into this because

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now I'm invested in this.
So why is nostalgia so powerful?

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Does anybody want to comment
about why they think nostalgia

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is so powerful?
I think it's really a good thing

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to use, and I know as I get a
little older, nostalgia really

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connects with me.
Did anybody wanna make a comment

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about nostalgia?
I can chime in here.

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Go ahead, Nick.
Thank you.

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One of the things I think is
really interesting with the

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nostalgia piece, and I think is
what makes it such a powerful

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tool, is you take that listener
from just being like casually

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listening in the background.
They might be kind of tuning in

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and out, but once you introduce
nostalgia, you get that listener

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actively thinking.
You get them like reminiscing on

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the memories that they have
based on, in this case, taking a

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bite out of crime.
And they're no longer just

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passively consuming the content
anymore.

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You actually have them doing
something, even if it's just

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within their own and they are
getting involved in some form or

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fashion, which I think is such a
powerful thing because, I mean,

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I can't speak for everybody, but
a lot of times I'll listen to

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podcasts and I'm tuning in and
out the entire time I'm

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listening.
Like something will catch my

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attention and I listen for a
little bit and then my mind

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starts wandering elsewhere until
something else pulls me back in.

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This actively gets you involved
in the conversation,

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essentially.
Absolutely, Nick, thank you so

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much for sharing it.
And I agree with you.

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I do a lot of listening to
podcasts when I'm out walking on

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the farm in the morning and if I
find myself talking back to the

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host, that means I'm invested in
that.

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Nick and I agree with you.
And I think that's one of the

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things that we can all take
away.

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You know, one of the reasons we
do this obsession worthy podcast

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is for all of us to find
something that we can use that

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have made these other podcasts
great.

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And what Jonathan put here in
his notes is a nostalgia doesn't

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just remind you of something.
It reminds you of who you were

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when it happened.
And I don't know about anybody

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else, but I started thinking
about I'm trying to think what

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was going on when I heard that
Mcgrimm Mcgruff the Crime dog

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the first time.
And that way it hits you, it

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would deeper information and you
get straight to the emotional

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hook here.
But Nick, I just want to

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champion what you said because
you're absolutely right.

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So many of us are multitasking
when we're listening to

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podcasts.
And when you can bring the

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audience in to where they're
actively engaged, they want to

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know what happens next.
Like I said, I find myself

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sometimes shouting back to the
host even though I know they

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can't hear me.
But that really is a great

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thing.
So let's get to our second clip.

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Hooks with a nostalgia and then
adds layers to the story as a

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story goes from hey, remember
Mcgruff to here is how he is

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created.
And I thought this was really

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cool and here's how successful
he was and more.

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So we're going to get right to
our second clip right now.

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How present APSA was in their
lives and McGrath was absolutely

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a smash on this score.
By 1984, he was on postage

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stamps and meeting with the
president.

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He was widely credited with the
rise of neighborhood watch

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programs, which he talked about
with Dick Cavett.

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Now, do I understand that
neighborhood watch programs have

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reduced crime in some areas as
much as 50%?

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That's right, But there's more
to be done.

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And he was thought to be
fantastic with kids.

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Kids loved him.
Sherry Nemers, who helped create

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McGrath.
Yeah, so that was our second

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clip.
And this clip shows how they're

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turning nostalgia into
credibility.

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That first clip was, oh, I
remember this, But the second

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clip was that wasn't random.
And what they were telling us

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here is this worked at scale.
Now the listener isn't just

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reminiscing, they're thinking,
wait, this was really powerful.

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And as soon as I heard Mcgruff
sort of talking to Dick Kavita,

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I thought, that's a really
interesting way to do it.

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But because before that moment,
Mcgruff is just this mascot or a

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memory or some vibe you might
have had a little bit of

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remembrance of.
But after you hear this clip, he

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becomes a tool that influenced
behavior, something tied to

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actual crime reduction and
something adults took seriously.

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And for me, most people's
content lives live here.

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It's relatable, it's
entertaining, and it's

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emotional, but it's missing one
thing and that's proof of

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impact, which I think this
particular obsession where the

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podcast did splendidly because
this clip shows those 3 layers

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and those 3 layers are this
number one recognition.

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You start to say to yourself, I
know this, I know what's going

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on here.
I remember when this happened.

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You start to fill in all the
blanks.

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00:12:00,920 --> 00:12:03,880
You go and think about, oh, I
remember when that was, I was in

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00:12:03,960 --> 00:12:07,280
high school or I was in college
or I was working my first job,

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00:12:07,280 --> 00:12:09,720
whatever that looks like.
Maybe you were a young person

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00:12:10,000 --> 00:12:13,160
and then it ties you into
emotion and you start to think,

231
00:12:13,160 --> 00:12:15,400
I like this.
It connected to me.

232
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That emotion is so very
impactful.

233
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If you can build that into your
shows.

234
00:12:20,520 --> 00:12:23,480
And the third thing, the impact,
this worked.

235
00:12:23,520 --> 00:12:26,560
And that third layer, that's
what builds authority and that's

236
00:12:26,560 --> 00:12:29,520
what we really need to do is
build authority.

237
00:12:29,760 --> 00:12:32,360
Does anybody want to comment
upon those 3 layers,

238
00:12:32,360 --> 00:12:36,720
Recognition, emotion and impact,
and maybe how you've used it in

239
00:12:36,720 --> 00:12:39,160
your own content to be
successful?

240
00:12:39,200 --> 00:12:40,560
Go ahead, Nick.
I haven't used it in my own

241
00:12:40,560 --> 00:12:44,240
content like that necessarily,
but I do think it is

242
00:12:44,240 --> 00:12:47,000
fascinating.
Like with something like this,

243
00:12:47,040 --> 00:12:49,680
the thing that really pulls you
in as you remember it from

244
00:12:49,680 --> 00:12:53,800
watching it on TV, but you
likely did not hear about or did

245
00:12:53,800 --> 00:12:56,720
not understand the impact to
what you were saying there

246
00:12:56,960 --> 00:13:01,440
because you're just consuming
the content as a child or in

247
00:13:01,440 --> 00:13:05,640
high school or whatever.
And I think that is what makes

248
00:13:05,640 --> 00:13:08,400
some of that nostalgia so
powerful, because you're

249
00:13:08,400 --> 00:13:11,240
learning something new about
something that is familiar to

250
00:13:11,240 --> 00:13:13,000
you.
And it's something that you

251
00:13:13,000 --> 00:13:15,080
remember greatly.
But then they start peeling back

252
00:13:15,080 --> 00:13:17,840
all these different pieces of it
that you never knew because you

253
00:13:17,840 --> 00:13:21,280
were just watching the dog on TV
and getting the messages and

254
00:13:21,280 --> 00:13:22,760
stuff like that.
Be like, Oh yeah, that's really

255
00:13:22,760 --> 00:13:23,520
cool.
That's awesome.

256
00:13:23,640 --> 00:13:26,160
Like, I love him.
But you never, you're getting

257
00:13:26,160 --> 00:13:29,400
more facts that you never knew.
And I think people really enjoy

258
00:13:29,400 --> 00:13:32,440
learning new things about
something that they have been

259
00:13:32,440 --> 00:13:34,120
familiar with or they are
familiar with.

260
00:13:34,360 --> 00:13:39,280
I I just that is another power
to the nostalgia play there.

261
00:13:39,520 --> 00:13:40,920
I absolutely agree with you,
Nick.

262
00:13:41,280 --> 00:13:44,560
And because it's one thing to
say, oh, I remember this, one

263
00:13:44,560 --> 00:13:47,600
thing to say, I like this.
But then the impact of that is

264
00:13:47,600 --> 00:13:49,840
what ties this all together.
That third layer.

265
00:13:50,160 --> 00:13:52,960
That's what builds authority
when you can build all three

266
00:13:52,960 --> 00:13:57,240
layers into your content
recognition, emotion and impact.

267
00:13:57,240 --> 00:13:59,120
Because it's one thing to use
nostalgia.

268
00:13:59,320 --> 00:14:01,560
Oh, yeah, I remember that.
Oh, yeah.

269
00:14:01,560 --> 00:14:05,720
I remember the emotion of that.
But the impact is huge because

270
00:14:05,720 --> 00:14:09,240
that impact is why it worked.
And, and you're right, Nick, as

271
00:14:09,240 --> 00:14:12,640
we start to peel back the onion,
we start to understand why this

272
00:14:12,640 --> 00:14:14,360
was done.
What was the purpose of it.

273
00:14:14,560 --> 00:14:17,440
To me, that was really cool
because I really didn't know the

274
00:14:17,440 --> 00:14:21,320
back story of this.
And the back story for me was

275
00:14:21,320 --> 00:14:23,800
really, really important to
this.

276
00:14:24,360 --> 00:14:27,200
And like I said, that Clip 1,
the nostalgia drags you in.

277
00:14:27,440 --> 00:14:30,120
Clip 2, the nostalgia actually
worked and had impact.

278
00:14:30,120 --> 00:14:32,040
Now we're going to get to Clip 3
here in a second.

279
00:14:32,600 --> 00:14:36,240
But Clip 3 is this is where it
grew into an expansive

280
00:14:36,440 --> 00:14:38,920
ecosystem.
And I really think that's what

281
00:14:38,920 --> 00:14:40,440
we take.
So we built on the potness.

282
00:14:40,440 --> 00:14:41,880
We built.
OK, here's what we remember,

283
00:14:42,000 --> 00:14:43,440
here's the things we do, all
that sort of thing.

284
00:14:43,440 --> 00:14:45,840
Now, before I forget, I want to
do one thing here.

285
00:14:46,160 --> 00:14:48,040
And that is I should have
mentioned this at the beginning

286
00:14:48,040 --> 00:14:50,800
of the show.
Don't forget you can still have

287
00:14:50,800 --> 00:14:54,840
time to enter to win my duo.
That is the Rogue Broadcaster

288
00:14:54,840 --> 00:14:56,560
Duo.
We would love to hear you to go

289
00:14:56,560 --> 00:14:59,040
check that out.
You also get an hour of

290
00:14:59,160 --> 00:15:02,120
monetization coaching and you
can do that by going to

291
00:15:02,120 --> 00:15:08,120
podcastingmorningchat.com/duo.
Again, that's podcasting morning

292
00:15:08,120 --> 00:15:12,000
chat.com/duo and you can win my
duo.

293
00:15:12,240 --> 00:15:15,560
I threw in an SD card and one
hour coaching.

294
00:15:15,560 --> 00:15:19,440
So it's pretty much ready to go,
ready to set up and get rolling.

295
00:15:19,440 --> 00:15:23,040
So again, you have until this
Friday to enter that.

296
00:15:23,040 --> 00:15:26,720
That's a podcasting
morningchat.com/duo.

297
00:15:27,080 --> 00:15:29,080
All right, well let's get to
clip #3.

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00:15:30,800 --> 00:15:38,760
Anti drug messaging flourished.
This song and music video from

299
00:15:38,760 --> 00:15:42,640
1985 featured Whitney Houston,
latoya Jackson, Arnold

300
00:15:42,640 --> 00:15:46,480
Schwarzenegger, David Hasselhoff
and the first lady herself.

301
00:15:46,480 --> 00:15:49,320
Celebrities did solo Psas too,
I.

302
00:15:49,360 --> 00:15:52,000
Just want to shake some senses
to you kids that I use in drugs

303
00:15:52,000 --> 00:15:54,320
and think about you for your
memo.

304
00:15:54,920 --> 00:15:59,280
Don't or else.
That's Mr. T and sitcoms like

305
00:15:59,280 --> 00:16:01,840
Punky Brewster spread the
message, too.

306
00:16:02,640 --> 00:16:03,640
Are you going to?
Party with us.

307
00:16:06,160 --> 00:16:09,880
No.
In 1986, against the backdrop of

308
00:16:09,880 --> 00:16:13,280
the rising crack epidemic,
Reagan signed the Anti Drug

309
00:16:13,280 --> 00:16:16,480
Abuse Act.
It earmarked 1.7 billion

310
00:16:16,480 --> 00:16:20,400
additional dollars for the war
on drugs and established new

311
00:16:20,400 --> 00:16:23,080
mandatory minimum prison
sentences.

312
00:16:23,520 --> 00:16:26,840
Reagan also signed a
proclamation declaring the first

313
00:16:26,880 --> 00:16:29,640
official Just Say No to Drugs
Week.

314
00:16:29,960 --> 00:16:33,480
And it's in this environment
that Mcgruff the Crime Dog

315
00:16:33,480 --> 00:16:36,320
decided to lend his voice to the
cause.

316
00:16:37,920 --> 00:16:40,400
You know, I just thought this
was really cool because again,

317
00:16:40,400 --> 00:16:44,640
they tie into nostalgia.
As soon as I heard Mr. TS voice

318
00:16:45,160 --> 00:16:47,960
the theater, the mind took off.
I pictured this guy with those

319
00:16:47,960 --> 00:16:51,280
gold change hanging around and
you could see that rough

320
00:16:51,280 --> 00:16:53,920
exterior.
And then they pivoted to Punky

321
00:16:53,920 --> 00:16:55,880
Brewster.
And then they went to Ronald

322
00:16:55,880 --> 00:16:58,600
Reagan, which for me, I was born
in 1972.

323
00:16:58,920 --> 00:17:02,400
So when Ronald Reagan was
elected in 1980, I was 8 years

324
00:17:02,400 --> 00:17:03,880
old.
That was a time in my life I can

325
00:17:03,880 --> 00:17:07,400
remember being engaged with
television and all that sort of

326
00:17:07,400 --> 00:17:10,079
thing.
So what this clip #3 does is it

327
00:17:10,079 --> 00:17:13,839
zooms out from the success of a
single mascot to look at the

328
00:17:13,839 --> 00:17:16,440
full ecosystem that was built
around this.

329
00:17:16,920 --> 00:17:20,119
And this wasn't just Mcgruff.
This was everywhere.

330
00:17:20,480 --> 00:17:23,240
If you think back to that time,
if you were old enough to

331
00:17:23,240 --> 00:17:28,079
remember those times, this anti
crime stuff was on TV, the

332
00:17:28,079 --> 00:17:31,520
government was talking about it,
culture, it was no longer a

333
00:17:31,520 --> 00:17:34,640
campaign.
It's a system of influence.

334
00:17:34,640 --> 00:17:38,000
And that's really what this ties
into and what Jonathan puts in

335
00:17:38,000 --> 00:17:39,640
his notes here.
He's got it in big bowl print.

336
00:17:39,640 --> 00:17:43,040
Repetition builds belief and
trust and that's one thing that

337
00:17:43,040 --> 00:17:48,040
most people miss with content.
Repetition matters, you know, if

338
00:17:48,040 --> 00:17:50,880
you just say it one time, people
aren't going to get it.

339
00:17:50,880 --> 00:17:52,920
You've got to build in that
repetition.

340
00:17:53,120 --> 00:17:56,920
I've used that repetition in my
Daily Show quite a bit because I

341
00:17:56,920 --> 00:18:00,480
want to reinforce a message, for
example, like my morning show

342
00:18:00,640 --> 00:18:02,480
that I do every morning, that's
a Daily Show.

343
00:18:02,480 --> 00:18:04,480
It's not a morning show like
this one, but a Daily Show.

344
00:18:04,760 --> 00:18:07,160
I always talk about what's the
purpose of this show?

345
00:18:07,400 --> 00:18:11,040
That one is a 10 minute show to
help you break that cycle of

346
00:18:11,160 --> 00:18:14,640
financial shame that so many
people live in and every single

347
00:18:14,640 --> 00:18:18,000
episode so points to that again.
Does anybody else want to

348
00:18:18,000 --> 00:18:22,040
comment about how they've used
repetition to build that belief?

349
00:18:22,360 --> 00:18:24,480
I'll jump in.
Go ahead, say thank you so.

350
00:18:24,560 --> 00:18:27,400
I don't use it enough.
I do use it and I do catch

351
00:18:27,400 --> 00:18:31,040
myself repeating things a couple
of times to reinforce my point.

352
00:18:31,200 --> 00:18:34,440
But I think research or
statistics show that you need to

353
00:18:34,440 --> 00:18:35,760
for people to really remember
something.

354
00:18:35,760 --> 00:18:40,480
You got to say it 7 times, and
I'm nowhere near that, right?

355
00:18:40,680 --> 00:18:42,640
But I do think it's important,
especially if you're trying to

356
00:18:42,640 --> 00:18:46,360
drive home a point, which is
also repetition is a good way to

357
00:18:46,400 --> 00:18:50,360
like if you're doing a solo
episode and you want to make

358
00:18:50,360 --> 00:18:52,680
your points at the end, recap
the points.

359
00:18:52,680 --> 00:18:54,880
Like I just want to remind you,
the three things we talked about

360
00:18:54,880 --> 00:18:56,960
today are boom, boom and boom.
And what I want to take away

361
00:18:56,960 --> 00:18:59,080
from this is boom, boom and
boom.

362
00:18:59,080 --> 00:19:02,280
So I think there's easy ways to
do it, especially depending on

363
00:19:02,280 --> 00:19:05,200
whether it's the interview or a
solo episode.

364
00:19:05,200 --> 00:19:07,880
But I did have a flashback
memory, which is kind of the

365
00:19:07,880 --> 00:19:12,920
point about this nostalgia.
When Reagan's voice came on, or

366
00:19:12,920 --> 00:19:16,640
when I mentioned Reagan, I heard
my mind thought about the fry

367
00:19:16,680 --> 00:19:19,040
pan and the egg.
This is your brain, and this is

368
00:19:19,040 --> 00:19:21,080
your brain on drugs.
Do you remember that one?

369
00:19:21,280 --> 00:19:23,280
Absolutely.
And that's I went to the same

370
00:19:23,280 --> 00:19:24,560
thing.
I'm starting to think I'm seeing

371
00:19:24,560 --> 00:19:26,920
that cast iron skillet.
And Nick, I'm going to come to

372
00:19:26,920 --> 00:19:30,280
you in a second, but I'm seeing
that cast iron skillet, Sid and

373
00:19:30,280 --> 00:19:33,720
I'm thinking about that sizzling
sound and I'm thinking about how

374
00:19:33,720 --> 00:19:36,560
that just captured, I don't want
to say a generation, but it kind

375
00:19:36,560 --> 00:19:39,320
of did, didn't it, Sid?
Because we knew as soon as we

376
00:19:39,320 --> 00:19:42,960
saw that case, we heard you.
You heard that sound.

377
00:19:43,160 --> 00:19:44,760
You just knew where that was
going.

378
00:19:44,960 --> 00:19:46,400
And I agree with you, Sid.
Go ahead.

379
00:19:46,400 --> 00:19:47,800
Nick, you said you wanted to
make a comment.

380
00:19:47,840 --> 00:19:50,280
Yeah.
So I think Sid was kind of

381
00:19:50,600 --> 00:19:52,760
venturing down the point that I
was going to make as well, but

382
00:19:52,920 --> 00:19:54,400
I'll just expand on it a little
bit.

383
00:19:54,720 --> 00:19:59,000
Sid mentioned needing to say or
repeat your message 7 times

384
00:19:59,000 --> 00:20:02,720
before it lands, and it actually
goes a step further than that

385
00:20:02,720 --> 00:20:05,120
even.
People need to hear your message

386
00:20:05,120 --> 00:20:08,560
7 times and.
If you're only saying it 7

387
00:20:08,560 --> 00:20:09,880
times, how many times are they
catching it?

388
00:20:10,000 --> 00:20:12,920
Especially when you think about
social media, how quick content

389
00:20:12,920 --> 00:20:15,480
moves.
You could post it 7 times and

390
00:20:15,880 --> 00:20:19,040
your followers might not see it
at all, or maybe they see it one

391
00:20:19,040 --> 00:20:22,320
time or maybe 2 times.
But I think that's a very common

392
00:20:22,320 --> 00:20:26,560
pitfall of creators.
And I'm just as guilty, if not

393
00:20:26,720 --> 00:20:30,280
one of the most extreme cases of
guilty in this regard, because

394
00:20:30,600 --> 00:20:33,200
every time I'd go to create
content, I was always trying to

395
00:20:33,200 --> 00:20:35,680
think of what is something
completely new that I haven't

396
00:20:35,680 --> 00:20:40,160
said that I can kind of blow my
followers away with.

397
00:20:40,400 --> 00:20:43,800
And really, you need to be
recycling the same content in a

398
00:20:43,800 --> 00:20:46,280
way or reiterating the same
message, even if it's not the

399
00:20:46,280 --> 00:20:49,120
exact same wording, like you're
pushing across the same message

400
00:20:49,120 --> 00:20:52,640
to your followers so that over
time they're going to start

401
00:20:52,640 --> 00:20:57,320
seeing that multiple times.
And it, it one, makes it easier

402
00:20:57,320 --> 00:21:00,120
as a creator because you're not
having to think of, OK, what is

403
00:21:00,120 --> 00:21:02,560
something I haven't said yet
before that I can say now.

404
00:21:02,560 --> 00:21:06,400
But two, it allows you to start
establishing that message and

405
00:21:06,400 --> 00:21:09,480
let people know like, hey, this
is what you do, or this is your

406
00:21:09,480 --> 00:21:12,560
offer, or this is how you can
benefit them.

407
00:21:12,960 --> 00:21:17,440
And I yeah, I just think as a
whole, as creators, we don't do

408
00:21:17,440 --> 00:21:20,800
that nearly enough.
I agree with you, Nick and Nick,

409
00:21:20,800 --> 00:21:23,200
I agree with you.
It's interesting doing a Daily

410
00:21:23,200 --> 00:21:25,200
Show.
I find that to be the case

411
00:21:25,200 --> 00:21:28,960
because my daily shows about
finances, there's only so many

412
00:21:28,960 --> 00:21:31,800
ways I can say the same thing
about finance.

413
00:21:32,120 --> 00:21:35,000
But I was working with a coach
when I first got started and he

414
00:21:35,000 --> 00:21:37,600
said, Ralph, what you're really
doing is you're building your

415
00:21:37,600 --> 00:21:39,720
dogma.
You're building the things that

416
00:21:39,720 --> 00:21:42,440
you believe in.
And he was absolutely right in

417
00:21:42,440 --> 00:21:45,120
that because those are the
things that help you develop

418
00:21:45,120 --> 00:21:48,520
that rapport with your audience.
They know what you stand for.

419
00:21:48,520 --> 00:21:50,680
They know the things that you're
always going to say.

420
00:21:51,120 --> 00:21:53,520
And as you mentioned a little
bit earlier, Nick, it's that

421
00:21:53,520 --> 00:21:56,000
time where people will say to
me, oh, I already knew what you

422
00:21:56,000 --> 00:21:58,520
were going to say, Ralph.
I already know where your angle

423
00:21:58,520 --> 00:22:01,080
is on that.
And that's all about repetition.

424
00:22:01,080 --> 00:22:04,200
Now, Jonathan put in his notes.
And here, it's not just people

425
00:22:04,200 --> 00:22:07,840
saw Mcgruff, it's that they saw
all these people saying similar

426
00:22:07,840 --> 00:22:09,440
things.
We talked about Mr. T, the

427
00:22:09,440 --> 00:22:12,800
sitcoms were full of it.
This was a time when music

428
00:22:12,800 --> 00:22:15,360
videos were doing that.
The first lady was even

429
00:22:15,360 --> 00:22:18,040
mentioned in here, and Sid
alluded to that a little bit.

430
00:22:18,160 --> 00:22:20,680
Just say no.
And it was a national policy.

431
00:22:20,880 --> 00:22:23,080
So we're not just talking about
messaging.

432
00:22:23,160 --> 00:22:26,240
We're talking about campaigns.
We're talking about this was a

433
00:22:26,240 --> 00:22:30,120
time where there was a lot of
discussion about crime and drugs

434
00:22:30,120 --> 00:22:34,200
and policy incarceration, and
this is the real world

435
00:22:34,200 --> 00:22:37,120
consequence territory that we
found ourselves in.

436
00:22:37,560 --> 00:22:40,240
And the truth is people didn't
believe Mcgruff because of one

437
00:22:40,240 --> 00:22:42,840
message.
If it was just Mcgruff out there

438
00:22:42,840 --> 00:22:45,040
saying it, I don't think it
would have been as effective.

439
00:22:45,240 --> 00:22:48,160
They believed him because they
couldn't escape the message.

440
00:22:48,400 --> 00:22:52,280
It was all around them.
It was on television, it was on

441
00:22:52,280 --> 00:22:54,760
music videos.
I guess this was a time, as I

442
00:22:54,760 --> 00:22:58,520
think back to it now, our MTV
was still in its heyday.

443
00:22:58,800 --> 00:23:02,520
That recognition gets attention,
that repetition builds belief,

444
00:23:02,760 --> 00:23:05,240
and that saturation creates
culture.

445
00:23:05,240 --> 00:23:08,560
Now, I'm not sure that all of us
are in a position to saturate

446
00:23:08,800 --> 00:23:12,480
the airwaves with our stuff, but
Nick, I think it goes alongside

447
00:23:12,480 --> 00:23:15,160
of what you said there.
And that is go back to the

448
00:23:15,160 --> 00:23:17,080
things that you believe in
because that's what's going to

449
00:23:17,080 --> 00:23:19,520
help you build your audience.
What do you think of that

450
00:23:19,520 --> 00:23:20,560
thought, Nick?
Yeah.

451
00:23:20,600 --> 00:23:23,840
I think that's that on.
I mean, you look at the look

452
00:23:23,840 --> 00:23:25,160
what the bigger brands are
doing.

453
00:23:25,560 --> 00:23:28,840
They are constantly like, I feel
like this is possibly

454
00:23:28,840 --> 00:23:31,600
exaggeration, possibly not, but
they are saturating the market

455
00:23:31,600 --> 00:23:33,600
with their message.
That is what they are trying to

456
00:23:33,600 --> 00:23:36,200
do.
And you listen to radio, you

457
00:23:36,200 --> 00:23:39,000
watch TV, you see the same ads
over and over again.

458
00:23:39,000 --> 00:23:42,160
Like I'm sure all of us can
think of jingles that we've

459
00:23:42,160 --> 00:23:44,360
heard on TV from when we were
little.

460
00:23:44,920 --> 00:23:47,640
That just, it's always going to
be ingrained in your mind.

461
00:23:47,640 --> 00:23:49,480
And the only reason it's
ingrained in your mind is

462
00:23:49,480 --> 00:23:52,280
because you were exposed to it
over and over and over again.

463
00:23:52,640 --> 00:23:56,720
Like it's an effective way to
establish yourself, your brand,

464
00:23:56,720 --> 00:23:59,640
your messaging.
And yeah, I think I don't know

465
00:23:59,640 --> 00:24:02,480
why we don't as creators do that
enough.

466
00:24:02,920 --> 00:24:05,520
If it's because we feel like we
have to like looking for that

467
00:24:05,520 --> 00:24:07,880
viral moment, that one thing
that's going to like blow

468
00:24:07,880 --> 00:24:10,760
everyone's mind if we just watch
what the big companies are

469
00:24:10,760 --> 00:24:13,160
doing, the big corporations, how
they are marketing.

470
00:24:13,280 --> 00:24:16,200
I think we need to kind of think
maybe not that extreme, but kind

471
00:24:16,200 --> 00:24:19,480
of more in line like that to
start establishing ourselves a

472
00:24:19,480 --> 00:24:22,440
little bit stronger in the
market and in your industry.

473
00:24:22,960 --> 00:24:24,760
Oh, I agree, Nick.
And if you think about it, think

474
00:24:24,760 --> 00:24:26,240
about movies that are launched
now.

475
00:24:26,520 --> 00:24:30,080
Movies that are launched usually
have a McDonald's or a Burger

476
00:24:30,080 --> 00:24:33,280
King Happy Meal around those.
You've got those in common

477
00:24:33,280 --> 00:24:34,920
culture.
They're all over social media.

478
00:24:34,920 --> 00:24:37,520
They don't just look at that one
slice of the pie.

479
00:24:37,520 --> 00:24:40,240
They go after all of it.
And I think that's really one of

480
00:24:40,240 --> 00:24:41,880
the things that we can do as
content creators now.

481
00:24:41,880 --> 00:24:45,360
We don't have the budgets that
these big Hollywood producers

482
00:24:45,360 --> 00:24:48,240
have, but put yourself in other
audiences.

483
00:24:48,240 --> 00:24:54,200
Go on LinkedIn, go on YouTube,
Go on Reels, go on Instagram and

484
00:24:54,200 --> 00:24:57,200
push, even if it's little pieces
of content, those things that

485
00:24:57,200 --> 00:24:59,640
you really stand for.
Now I want to move on to the

486
00:24:59,760 --> 00:25:02,280
fourth clip.
And at this point, you're

487
00:25:02,280 --> 00:25:04,680
probably thinking, wow, this
Mcgruff stuff is pretty

488
00:25:04,680 --> 00:25:08,040
revolutionary.
Puppets and stories and impact,

489
00:25:08,320 --> 00:25:11,160
except for it wasn't new.
Just like your content doesn't

490
00:25:11,160 --> 00:25:14,400
have to be revolutionary either.
And Nick, this goes alongside of

491
00:25:14,400 --> 00:25:16,600
what you just said.
You don't have to have

492
00:25:16,720 --> 00:25:18,800
revolutionary viral moments
every day.

493
00:25:18,800 --> 00:25:24,000
So let's get right to clip #4.
McGrath Smart Kids album, which

494
00:25:24,000 --> 00:25:27,320
we played at the top of this
episode, was released in 1986,

495
00:25:27,640 --> 00:25:31,800
but its origins stretch back to
November of 1969, when a new

496
00:25:31,800 --> 00:25:35,360
kind of kids television program
premiered on PBS.

497
00:25:35,960 --> 00:25:47,360
An educational 1 Sesame Street
reimagined what children's TV

498
00:25:47,360 --> 00:25:51,000
could be and what it could do,
and it also made puppets like

499
00:25:51,000 --> 00:25:54,480
Oscar the Grouch, Bert and Ernie
and Kermit the Frog seem like a

500
00:25:54,480 --> 00:25:57,120
hip and effective way to reach
kids.

501
00:25:57,400 --> 00:25:59,880
We saw what Jim Henson was
doing.

502
00:26:00,160 --> 00:26:03,000
We thought, well, let's just
design some puppets for

503
00:26:03,240 --> 00:26:05,640
churches.
That's kind of how the company

504
00:26:05,640 --> 00:26:09,000
began.
I thought this was really an

505
00:26:09,000 --> 00:26:12,000
interesting clip that Jonathan
picked, because when I started

506
00:26:12,000 --> 00:26:15,320
to hear that sound, that song, I
knew exactly where that was

507
00:26:15,320 --> 00:26:17,600
going.
I went back to my early days as

508
00:26:17,600 --> 00:26:20,240
a young guy and thought, yeah,
that was Sesame Street.

509
00:26:20,240 --> 00:26:24,000
And I could picture Oscar the
Grouch with that trash can that

510
00:26:24,000 --> 00:26:26,640
he lived in, and I think it was
Snuffleupagus, the big old.

511
00:26:26,640 --> 00:26:28,720
I don't know whether it was an
elephant or whatever that was,

512
00:26:28,720 --> 00:26:31,160
but that theater, the mind just
took off.

513
00:26:31,720 --> 00:26:35,120
And at first glance, we think
puppets and albums origin

514
00:26:35,120 --> 00:26:39,240
inspiration and it feels like
trivia, but it's actually

515
00:26:39,240 --> 00:26:41,800
showing something here.
And that's that playbook already

516
00:26:41,800 --> 00:26:43,280
existed.
Like they said, going back to

517
00:26:43,280 --> 00:26:47,760
1969, the people who were doing
this Mcgruff Crime Dog thing

518
00:26:47,760 --> 00:26:50,680
already knew that things like
puppets build trust.

519
00:26:51,320 --> 00:26:53,680
I'm a church guy.
Our church sometimes has people

520
00:26:53,680 --> 00:26:56,840
that travel and do puppet shows.
I never really understood it

521
00:26:57,000 --> 00:26:59,080
until I listened to this episode
and I was like, oh, that's a

522
00:26:59,080 --> 00:27:01,800
really good point.
Those puppets do build trust.

523
00:27:02,040 --> 00:27:06,160
Those puppets lower resistance
and the puppets make messaging

524
00:27:06,160 --> 00:27:08,840
feel safer.
And the truth is, at this point,

525
00:27:08,840 --> 00:27:12,000
Mcgruff is just a new version of
an old strategy.

526
00:27:12,240 --> 00:27:15,920
And none of this was accidental.
This was a proven format, those

527
00:27:15,920 --> 00:27:19,480
puppets they borrowed from
culture, and they reapplied it

528
00:27:19,520 --> 00:27:22,880
to a new message.
And the influence leaves clues

529
00:27:22,880 --> 00:27:23,800
here.
Think about this.

530
00:27:23,880 --> 00:27:27,880
How many content creators think
I just need to be more creative?

531
00:27:28,160 --> 00:27:30,000
I think, Nick, you've kind of
already said that.

532
00:27:30,160 --> 00:27:32,960
How many times have you thought,
well, I just need to be more

533
00:27:32,960 --> 00:27:34,920
creative?
I'm just looking for that viral

534
00:27:34,920 --> 00:27:39,480
moment, but maybe the answer
here is go back and look at

535
00:27:39,480 --> 00:27:43,040
proven formats that work.
Go look at what's going on with

536
00:27:43,040 --> 00:27:46,760
culture and reapply that to a
new message for your content.

537
00:27:46,760 --> 00:27:47,840
I'll give you an example of
that.

538
00:27:48,320 --> 00:27:51,240
One of the things that I do, I
use a product called Vid IQ.

539
00:27:51,280 --> 00:27:54,200
And one of the things that as
I'm developing a weekly, I do a

540
00:27:54,200 --> 00:27:56,680
weekly sermon series.
One of the things that I do on

541
00:27:56,680 --> 00:28:01,160
my weekly sermon thing is I go
into Vid IQ and I look at what

542
00:28:01,160 --> 00:28:04,360
is resonating right now, What
are the topics that people are

543
00:28:04,360 --> 00:28:06,920
talking about?
And I try to think about, OK,

544
00:28:07,080 --> 00:28:11,160
how can I put those in something
that makes sense for my content?

545
00:28:11,240 --> 00:28:14,680
How can I quote, spin that to
make sure it's going to work for

546
00:28:14,680 --> 00:28:17,000
me?
And at this point, this isn't

547
00:28:17,000 --> 00:28:19,800
about Mcgruff.
It's about something becoming

548
00:28:19,800 --> 00:28:22,000
familiar enough that we stop
questioning it.

549
00:28:22,160 --> 00:28:25,800
And once something becomes feels
familiar, it starts to feel

550
00:28:25,800 --> 00:28:28,160
true.
So as we come right now, that

551
00:28:28,160 --> 00:28:32,320
nostalgia got you in.
The impact proved at work that

552
00:28:32,320 --> 00:28:35,640
saturation, we saw it all around
us made it unavoidable.

553
00:28:36,000 --> 00:28:37,960
And that system made it
intentional.

554
00:28:38,280 --> 00:28:41,040
And that familiarity with it
created belief.

555
00:28:41,320 --> 00:28:42,840
So that's what this thing really
did.

556
00:28:43,120 --> 00:28:45,240
The goal isn't to be impressive
once.

557
00:28:45,840 --> 00:28:50,840
It's to be recognizable over and
over again until people trust

558
00:28:50,840 --> 00:28:53,040
you.
And I see Dave Campbell put here

559
00:28:53,040 --> 00:28:57,040
in the comments that in November
1969, that's when I was born.

560
00:28:57,040 --> 00:29:00,440
Sesame Street is as old as me.
Yeah, it's Dave.

561
00:29:00,440 --> 00:29:03,120
I was born in 72.
I didn't realize it was actually

562
00:29:03,120 --> 00:29:06,560
back to 69.
So that is a really good point.

563
00:29:07,080 --> 00:29:10,680
But no, I think that the
takeaways for me in this was it

564
00:29:10,680 --> 00:29:12,720
was an effective way to use
nostalgia.

565
00:29:12,720 --> 00:29:15,240
Now, I'm going to be very honest
with the audience.

566
00:29:15,480 --> 00:29:20,000
Jonathan sent over a fifth clip,
but he did not send me any notes

567
00:29:20,000 --> 00:29:21,960
on this.
But I really feel like this was

568
00:29:22,000 --> 00:29:24,480
a really good episode.
I think that there's.

569
00:29:24,480 --> 00:29:26,920
So anyway, what I was getting
at, I feel like I'm rambling on

570
00:29:26,920 --> 00:29:29,600
and I apologize, but I want to
play this 5th clip.

571
00:29:29,760 --> 00:29:32,120
And to be honest with you, I
don't know what the 5th clip is,

572
00:29:32,120 --> 00:29:34,160
but we're going to play it and
we're going to talk about it

573
00:29:34,160 --> 00:29:37,600
once we hear it.
Maybe they could repackage a

574
00:29:37,600 --> 00:29:42,040
crime prevention puppet show and
sell it to the crime prevention

575
00:29:42,040 --> 00:29:43,880
dog.
What about this Mcgruff

576
00:29:43,880 --> 00:29:47,520
character that's a natural fit?
Let's talk to them.

577
00:29:48,160 --> 00:29:50,960
Them was the National Crime
Prevention Council, the

578
00:29:50,960 --> 00:29:54,040
nonprofit that houses Mcgruff
but still worked with the

579
00:29:54,040 --> 00:29:56,240
Department of Justice and the Ad
Council.

580
00:29:56,680 --> 00:29:58,800
The first thing they
successfully pitched was a

581
00:29:58,800 --> 00:30:01,120
life-size Mcgruff puppet that
Mike built.

582
00:30:01,680 --> 00:30:06,040
The puppet would be able to sit
up in a police car on the

583
00:30:06,040 --> 00:30:10,000
passenger side, so you know they
would have these Mcgruff puppets

584
00:30:10,000 --> 00:30:13,200
riding around in these cop cars.
Then they started making some

585
00:30:13,200 --> 00:30:15,600
full mascot suits for law
enforcement.

586
00:30:15,880 --> 00:30:19,240
We came up with some
animatronics in it where the the

587
00:30:19,240 --> 00:30:22,480
eyes would blink, the mouth
would open and close by

588
00:30:22,720 --> 00:30:25,200
electronically.
Finally, they got permission to

589
00:30:25,200 --> 00:30:27,080
record some songs in the voice
of Mcgruff.

590
00:30:28,480 --> 00:30:31,760
So that was our fifth clip and I
can see why.

591
00:30:31,760 --> 00:30:34,400
Like I said, I don't have notes
for this one, so I apologize

592
00:30:34,400 --> 00:30:36,960
ahead of time.
But I really like what this did

593
00:30:36,960 --> 00:30:39,000
though.
And I remember listening to this

594
00:30:39,000 --> 00:30:41,640
over the weekend.
I was any of you don't know, I'm

595
00:30:41,640 --> 00:30:44,200
a tax guy.
So we are up against this tax

596
00:30:44,200 --> 00:30:47,360
deadline on Wednesday.
So my weekend was pretty well

597
00:30:47,440 --> 00:30:51,040
stuck to doing tax returns for
all the people that have got me

598
00:30:51,040 --> 00:30:52,520
their stuff right at the last
minute.

599
00:30:52,520 --> 00:30:55,400
So that was my time spending,
but I really appreciated this

600
00:30:55,400 --> 00:30:59,200
because it made me think about
how did this all come about?

601
00:30:59,440 --> 00:31:02,320
And it like, like Jonathan said
in his notes, it's one thing to

602
00:31:02,320 --> 00:31:06,360
trigger nostalgia, it's another
thing to get underneath of that

603
00:31:06,360 --> 00:31:08,760
and understand what this brought
about.

604
00:31:08,760 --> 00:31:11,760
How did this work?
And when I understood that, it

605
00:31:11,760 --> 00:31:14,200
really tied me in because now
I'm invested even more.

606
00:31:14,200 --> 00:31:15,720
I want to listen to the end of
this.

607
00:31:15,960 --> 00:31:20,000
I want to hear how this ends up.
And I think that is a huge take

608
00:31:20,000 --> 00:31:24,680
away that all of us can get as
we're building content, if we

609
00:31:24,680 --> 00:31:27,320
can figure out a way to keep
people engaged.

610
00:31:27,320 --> 00:31:29,840
You know, we've talked about
that on the podcasting morning

611
00:31:29,840 --> 00:31:31,640
show many times.
We've talked about, yeah,

612
00:31:31,640 --> 00:31:34,320
downloads are great, but it's
that retention.

613
00:31:34,680 --> 00:31:38,120
And I think that the thing that
I've seen week after week as

614
00:31:38,120 --> 00:31:42,480
we've talked about these
obsession worthy podcast is this

615
00:31:42,520 --> 00:31:46,640
keeps you in the listening.
It keeps you in that retention.

616
00:31:47,120 --> 00:31:49,720
And if that is the goal, and I
truly think, you know, I might

617
00:31:49,720 --> 00:31:52,400
get on a tangent here for a
second, get on my soapbox.

618
00:31:53,120 --> 00:31:56,960
It's one thing to get downloads,
but to me, downloads really

619
00:31:56,960 --> 00:32:00,040
don't get you anywhere.
It's that retention.

620
00:32:00,440 --> 00:32:03,960
And I think the things that this
one does is it makes you want to

621
00:32:03,960 --> 00:32:06,640
stay engaged because you want to
hear what peace and nostalgia is

622
00:32:06,640 --> 00:32:10,200
going to come next or you want
to hear how they unwind that

623
00:32:10,200 --> 00:32:11,880
onion or how they make this
work.

624
00:32:12,400 --> 00:32:16,200
Does anybody else have any
thoughts or ways that they've

625
00:32:16,200 --> 00:32:18,560
seen to really build that
retention?

626
00:32:18,560 --> 00:32:21,640
Because again, I think all of
the things we talk about with

627
00:32:21,640 --> 00:32:24,600
Obsession Worthy are all about
building retention.

628
00:32:24,960 --> 00:32:27,200
I'll open up the room.
How often do you look at that

629
00:32:27,200 --> 00:32:30,600
retention percentage and what
have you found that really works

630
00:32:30,600 --> 00:32:31,720
for that?
I'll jump in.

631
00:32:31,960 --> 00:32:33,680
I think retention is hard,
right?

632
00:32:33,680 --> 00:32:37,520
You have to look at the topics
and what's topics are resonating

633
00:32:37,520 --> 00:32:41,600
and try to dissect the content
and why did they listen to 100%

634
00:32:41,600 --> 00:32:43,680
of this and only 80% of that
one, right?

635
00:32:43,840 --> 00:32:47,760
But as I think about, you know,
the consistency of doing things

636
00:32:47,760 --> 00:32:50,520
and how can you bring people
back to your show because that's

637
00:32:50,520 --> 00:32:53,480
also a bit of retention, the
returning people that are coming

638
00:32:53,480 --> 00:32:54,920
back.
I think I mentioned this the

639
00:32:54,920 --> 00:32:57,080
other day, the number of people
that are following versus the

640
00:32:57,080 --> 00:32:58,680
number of people that are
actually listening.

641
00:32:58,840 --> 00:33:04,200
Like I have a segment in my show
called the CEO chat and every so

642
00:33:04,200 --> 00:33:09,960
often I have ACEO come on and I
title it CEO chat with so and

643
00:33:09,960 --> 00:33:12,560
so.
And those get a lot of that's

644
00:33:12,560 --> 00:33:15,520
one of my most popular.
And I think it's because I'm

645
00:33:15,520 --> 00:33:18,280
interviewing CE OS.
I'm clearly calling it out as,

646
00:33:18,640 --> 00:33:21,200
hey, this is ACEO chat and
you're going to hear the

647
00:33:21,200 --> 00:33:24,320
insights of how they're building
a business and what they're

648
00:33:24,320 --> 00:33:27,480
doing from their perspective.
Because I think a lot of times

649
00:33:27,480 --> 00:33:29,600
people view CE OS as
untouchable.

650
00:33:30,120 --> 00:33:32,480
And so for me, it's a way to
humanize them, I guess.

651
00:33:32,480 --> 00:33:36,120
So I think consistency like that
will help to bring people back

652
00:33:36,120 --> 00:33:39,360
and turn them into followers,
not just listeners.

653
00:33:39,520 --> 00:33:41,760
No, I think that's a brilliant
observation, Sid.

654
00:33:41,760 --> 00:33:44,520
Now you mentioned something I'm
going to push a little bit on

655
00:33:44,520 --> 00:33:48,560
this O, when you look at your
retention, Sid, what do you look

656
00:33:48,560 --> 00:33:50,480
at specifically?
What are the things that you're

657
00:33:50,480 --> 00:33:51,520
looking at?
Well, the.

658
00:33:51,520 --> 00:33:54,800
First thing you look at is the
percentage of how much they

659
00:33:54,800 --> 00:33:58,200
consumed, right?
And like I had a episode that

660
00:33:58,200 --> 00:34:01,000
was 100% the other day.
I know exactly why that

661
00:34:01,000 --> 00:34:04,240
particular episode was 100% was
because of the person.

662
00:34:04,240 --> 00:34:06,960
That person is, let's call them
in our industry, somewhat

663
00:34:06,960 --> 00:34:09,440
famous.
And so people listened all the

664
00:34:09,440 --> 00:34:11,760
way through to that episode.
But then I have another one and

665
00:34:11,880 --> 00:34:15,560
they listened to like 60%.
So the goal is to go figure out

666
00:34:15,560 --> 00:34:18,120
when did they drop off and why
did they drop off?

667
00:34:18,120 --> 00:34:21,440
Was the episode too long?
Was it just too informative?

668
00:34:21,440 --> 00:34:24,760
Or was it not transformative but
more informative, Right.

669
00:34:25,199 --> 00:34:28,000
And then try to figure out how,
if I can do something, if I'm

670
00:34:28,000 --> 00:34:31,600
going to do something on that
topic again, how do I change the

671
00:34:31,600 --> 00:34:34,120
content around it so that they
consume?

672
00:34:34,120 --> 00:34:36,360
More of it.
But I'm initially looking at the

673
00:34:36,360 --> 00:34:37,920
number.
No, I think that's a great

674
00:34:37,920 --> 00:34:39,560
point.
And Dave put something into

675
00:34:39,560 --> 00:34:42,360
comments I want to read out loud
here because I think this is a

676
00:34:42,400 --> 00:34:45,520
brilliant idea.
And Dave Campbell put, I put a

677
00:34:45,520 --> 00:34:49,679
secret bonus tip at the end of
my podcast episodes that is only

678
00:34:49,679 --> 00:34:53,239
for people who know it's there,
like a hidden track on an album

679
00:34:53,239 --> 00:34:55,960
or a bonus movie clip during the
end credits.

680
00:34:56,159 --> 00:35:00,400
And Dave, I think that is a
really, really cool idea because

681
00:35:00,520 --> 00:35:02,080
those are the people that are
hanging in.

682
00:35:02,080 --> 00:35:05,000
Those are your true fans.
I would be interested in knowing

683
00:35:05,000 --> 00:35:07,640
if anybody else has tried that.
I may even try that out.

684
00:35:07,640 --> 00:35:09,440
Dave, that is a really great
idea.

685
00:35:09,560 --> 00:35:10,800
Did anybody else want to
comment?

686
00:35:10,800 --> 00:35:13,000
If not, I think we're going to
cut it short today because

687
00:35:13,160 --> 00:35:14,760
there's no reason to belabor
this.

688
00:35:14,760 --> 00:35:17,120
I think this was a very good
episode we talked about.

689
00:35:17,120 --> 00:35:19,720
I think it did a great job of
using nostalgia.

690
00:35:19,840 --> 00:35:20,840
All right.
Well, I just want to thank

691
00:35:20,840 --> 00:35:24,680
everybody for joining me today.
Don't forget that you can win my

692
00:35:24,680 --> 00:35:27,720
duo and an hour of consulting by
going to

693
00:35:27,920 --> 00:35:33,160
podcastingmorningchat.com/duo
and you still got time.

694
00:35:33,160 --> 00:35:36,280
The cool thing is this, once you
go there, we're using, I think

695
00:35:36,280 --> 00:35:40,000
it's some kind of apps, Sumo
King or Giveaway King or

696
00:35:40,000 --> 00:35:41,000
something.
And I apologize they don't

697
00:35:41,000 --> 00:35:44,840
remember the name of it, but use
that because you can enter that

698
00:35:44,840 --> 00:35:46,640
every single day and get more
chances to win.

699
00:35:46,640 --> 00:35:50,000
But we will see you again
tomorrow on the podcasting

700
00:35:50,000 --> 00:35:52,560
morning show.
So have a great day everybody

701
00:35:52,920 --> 00:35:55,080
and enjoy your podcasting
journey.

702
00:35:55,080 --> 00:35:56,440
I appreciate you being here
today.

703
00:35:56,480 --> 00:35:57,000
Thanks a lot.