Andrew Lock from Help! My Business Sucks!

Just wrapped up the first of the two afternoon sessions I’m attending today at the New Media Expo. It was with Andrew Lock of HelpMyBusiness.com. He talked about how he structures his “Help! My Business Sucks!” video podcast and offered advice to the session attendees on how to translate what works for him.

His talk primarily dealt with how to build a loyal audience with a video podcast. The elements he strives to include involve having a call to action (link to a blog, newsletter, etc…) and branding his content that viewers come to know and expect. For example, each of his episodes has a “Nifty Clicks” segment for various business-related Web links. Another segment in Lock’s podcast is titled “Big Lessons from Big Brands” that his viewers can apply to their own business. And, he always ends his podcasts with a tease for the content in his next episode.

He also makes sure his logo his always visible on a TV next to him, or on the corner of the video player on his Web site. And, Lock says, don’t miss producing an episode! Once you start a podcast keep it going. Too many podcasters ignore that advice, I think. I subscribe to many audio and video podcasts that have disappointed me when I’m expecting a new one to be there.

Another important takeaway I got from Lock’s talk is that he says he assumes his readers and viewers are not advanced Internet users, so that way everything he does is understandable so to speak. That’s a good reminder, because with so many people still unaware of the nuances of podcasting and blogs you will need always need to assume they simply don’t know what you know about what’s new on the Web, or how to use it. I find myself consistently explaining to friends and neighbors about the basics of new media.

Lastly from Lock, in terms of having a loyal audience, he says keep in mind that audiences are “very, very sharp” and they will know if you’re not being sincere or genuine. Be yourself or it won’t work.

Bottom line from Lock – “Whatever you do has to be entertaining.”

No matter what the topic, if podcasters don’t attempt to entertain as they educate – a common theme here at New Media Expo – the podcast won’t work as well as you want it to.