35 - How to Get Buy-In and Trust Faster With Your Audience

Friends with Benefits

Jason and Sam are joined by Tom and Tamsen Webster, a power couple in the marketing and podcasting space. Tom, the "godfather of podcasting," shares his insights on the podcast industry and the key elements of a successful show. Tamsen, a message designer, discusses the importance of crafting a compelling message and building trust with the audience. Together, they explore how to create engaging content, foster meaningful relationships, and cut through the noise in the podcasting world.
Key topics discussed in this episode include the red thread approach to message design, the value of authenticity and vulnerability in podcasting, and the role of trust and buy-in in building successful partnerships. Tom and Tamsen provide valuable insights and practical tips for podcast hosts and marketers looking to create impactful content and connect with their audience on a deeper level.
**About the Guests:**
**Tom Webster** is a renowned expert in the podcasting and audio industry. With over 20 years of experience, he is considered the "godfather of podcasting." Tom has led the development of numerous research reports and has become a leading figure in the podcasting space. He is a partner at Sounds Profitable and has helped build the podcast industry through his extensive knowledge and expertise.
**Tamsen Webster** is a message designer and the founder of Elevated. She is known for her work in helping individuals and businesses craft powerful and impactful messages. Tamsen champions the "red thread" approach, which focuses on finding the core story and message that resonates with the target audience. She has released a book on the topic and is passionate about teaching others how to design their own messages effectively.
**Key Takeaways:**
- Crafting a compelling message is crucial for building trust and buy-in from the audience.
- Successful podcasts leave deeper footprints by understanding and addressing the needs and interests of the listeners.
- Building a dialogue with the audience and creating a safe space for conversations can enhance engagement and foster meaningful relationships.
- Podcast hosts should be willing to be vulnerable and show authenticity to connect with the audience on a deeper level.
- Understanding the values and beliefs of the audience and aligning the content with their interests can help build trust and loyalty.
**Notable Quotes:**
- "No one will ever be more excited about your content than you are." - Tamsen Webster
- "People don't fire their friends." - Tom Webster
- "Communication must also be received." - Tamsen Webster
**Chapters**:
0:00 Intro
04:10 Exploring the Red Thread with Tamsen Webster
08:33 Tom Webster: The Godfather of Podcasting
21:48 The Art of Building Trust and Buy-In
28:56 The Genesis of a Podcasting Duo
29:53 Exploring the Dynamics of Podcast Hosting
30:39 The Art of Relatability and Engagement in Podcasting
31:28 Decoding the Formula for Successful Radio Shows
33:11 The Role of Hosts and Audience Engagement
34:33 Building a Dialogue with Your Audience
40:34 The Importance of Trust and Risk in Communication
41:36 Creating a Safe Space for Conversations
42:35 Fostering Purposeful Relationships
46:10 The Smart, Capable, Good Framework
51:10 Navigating Business and Personal Relationships
53:17 The Power of Core Values in Relationships
59:50 Supporting Your Partner's Aspirations
01:01:23 Wrapping Up: The Essence of Partnership