The beauty of podcasting is how it provides people the platform to speak about their businesses and passions without ceasing. Once the episode has been recorded, it is forever there for people to consume 24/7. You are forever there as the voice and face people will recognize. Today’s guest came on the show just like that, being recognized and reached out to by host, Juliet Clark. Here, she interviews Hernan Sias, who, other than a host of the Business Bros Podcast, is an entrepreneur who helps people take control of their branding and marketing through the power of podcasting. Hernan shares his enthusiasm for podcasting and the many opportunities it provides to people in terms of prospecting, marketing, and growing their circle of influence. He then gives out some great advice on promoting yourself and becoming more searchable online through podcast shows.
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Power Of Podcasting: Prospecting, Marketing, And More With Hernan Sias
Our guest is Hernan Sias. I ran into him over on LinkedIn. He’s an entrepreneur and a podcaster who’s helping people take control of their branding and marketing through the power of podcasting, so they can create wealth today and generational wealth tomorrow. He does his podcast five days a week, which is incredible. I have a hard time getting one a week done. He also has a day job where he does something significant as well. Welcome to the show.
Thank you. I’m excited to be here. I’m ready to rock and roll this one.
Podcasting five days a week. Why?
It sounds crazy. My thoughts when I first got into podcasting. I’m not a big fan of prospecting the traditional way. I still have my real estate license and I got it because we were flipping properties then I moved into actual representation. I was like, “I’m going to give this a shot and see how it works.” The most hideous part is trying to reach out to people who don’t want to talk to you. They may or may not have an interest. They just don’t want to talk to you. They don’t know you and they don’t trust you at all. Most of the prospecting calls I ever got was ended in a “no.” I was listening to people like Gary Vee. I was listening to my real estate coach and they were both saying things, “You need to start a podcast.” I didn’t know other than, “For what, so people can hear my voice?” I don’t even like my voice. I decided to get into podcasting.
When I do something, I try to look at people who are doing a good job at it and follow what they’re doing. The top podcast name that I could come up with was Joe Rogan. I looked over at Joe Rogan, this guy has got millions of followers. People admire what he does. It’s incredible. He has over 1,000 episodes. My mind weirdly naturally since I’m a numbers guy was like, “How quick can I get to 1,000 episodes?” I was like, “If I do this for three years and I do it five days a week, I should be able to get to 1,000 episodes relatively quickly.” That was the thought behind it. There was no other strategic avenue other than put more content out, stay in front of your circle of influence, and become that thought leader in your industry. So far, it’s been working. I have a brand people recognize that I wear my shirt around town and people are like, “I’ve seen that before.” I’m like, “What’s up?” People come and talk to me and ask me questions versus me trying to go out and convince people to work with me. It’s been a complete dynamic of paradigm shift.
You and I met over on LinkedIn. I reached out to do a pod swap. I’d prefer that versus people coming and asking to be on my show. The reason for that is because I get to meet a lot of great people, some of them fit, some of them don’t for this show. At the end of the day, I’m talking to a tremendous number of people every week. I imagine you are too because we connected there.
It’s still prospecting. You’re still in business. No matter what you do, you can try to avoid the whole prospecting analogy. You can try to change it to communicating or shaking hands or whatever you want to call it. It’s still prospecting. You have to get in front of people, tell them what it is you do, build and establish those relationships. Otherwise, nobody’s going to do business with you. It’s a fact. It’s the way it works. You can call it whatever you want to call it. How are you going to meet somebody new every single day? The beauty of doing the podcast is instead of coming with, “I have this house to sell. Do you think you’d be interested in buying it?” It’s more like, “I have this show. I want to talk about you, Mr. or Mrs. Prospect. Would you be willing to come on my show and tell me your story, your trial, your tribulations? In the end, I’m going to create some content pieces and I’ll give them to you, so you can use on your Instagram and Facebook and continue to promote.”
You’re bringing value right upfront. People are going to want to say yes to that. It’s fun, this is a much less stressful environment to meet people and talk to people every single day. I don’t know about you, but my calendar gets filled with Zoom calls. Before we would call them conversations, now we’re just calling them podcasts because it’s a little bit different. It’s like you used to go to training and then you go into masterclasses, and now we’re going to webinars. It doesn’t matter what you call it. They’re all networking events. They’re all meeting people. It’s how you use that whatever title to push you in the direction to continue to prospect, to continue to meet people.Podcasting itself is just the beginning of the conversation. It is you opening the door to sit with somebody to hear their story. Click To Tweet
Podcasting is different in the sense of a couple of things. First of all, you were in real estate. I was in real estate. We both know the only people who do well in real estate are the ones that prospect and most people avoid it like the plague. They’re afraid to talk to people. Secondly, when you have a masterclass or a webinar, you were inviting people to listen to you talk, but you’re not really talking to that with the podcasting. You and I talked for an hour about what we do, how we do it, and why the podcasting. That is a more significant way to do things than those other ways. What are your thoughts on that?
Podcasting itself is the beginning of the conversation. It’s you opening the door to sit with somebody to hear their story. What I try to tell people why podcasting is powerful. Think about this. If there was a way for you to stand on the corner and grab a megaphone and yell out to people, “I do this business. Come work with me.” Eventually people are going to listen to you, but you do have to take a break. Eventually, your throat gets sore. The cops might come and you’re hollering at 11:00 at night. When you create a podcast episode this is you in your own voice, in your own enthusiasm, as passionate as you can be behind your product or service. Living on the internet, 24 hours a day, seven days a week, and completely searchable.
You can take that same podcast and you can create small pieces and it’s still you talking about your content 24 hours a day, showing up on Instagram feeds, Facebook, LinkedIn, and all that stuff. You can transcribe it and turn it into a blog. Now it’s a searchable content for Google to find you also. It’s you 24 hours a day, seven days a week. If you hired somebody to market for you, you have to pay them a salary. They’re only going to work for certain hours because after that they’ll sue you. These clips are you. This is your power out there talking about what it is you do. Even if people don’t listen to every single episode or don’t listen to every single content piece. They see you over and over again. You’re literally a face that they’ll recognize. When you do offer a product or service or you do meet them in public, meet them at school or wherever it is, they recognize you and have a good idea of what it is that you do.
Back when I was in real estate, I used to have a billboard. I was always amazed when people walk in the store like, “You look familiar.” I go, “I’m up on Newhall Ranch Road.” It’s the same thing with the podcasting. Not only is there that strategy to have your podcast out every day, but I’m constantly on other people’s podcasts. It’s not just me promoting myself. I promoted somebody else’s show I was on. There’s a swap there as well when you keep promoting other people.
It’s all about growing that circle of influence. When I told you at the beginning when I got into this and I looked at some of the successful people like Joe Rogan. The problem with most people and the reason why they quit podcasting. Did you know that there are less than a million podcasts out there compared to the 31 million YouTube channels? Half of the podcasts that are out there have less than fourteen episodes. The reason why most people quit is that nobody’s listening at first or they don’t get the exact numbers that they’re looking for. They’re trying to put 1 or 2 episodes and become Joe Rogan in the first couple of episodes and it doesn’t work. You need to look at it as you have a certain small circle of influence already.
You have friends and family. I come from a Mexican family. We have a lot of aunts, uncles, and cousins. My own immediate family has a general idea of what my relatives do. I don’t exactly know. I know maybe they were in construction or he does something along the lines of money or works in cars. I don’t know exactly because nobody talks about it. If you don’t know that amongst your own closest people, your own friends, your own family members, how do you expect anybody else to know what you do? The only way you can do that is by telling them. Understand that when you first get started in podcasting, not many people are going to listen to you, but as you bring guests on, some of their audience is going to like you and resonate with your personality type. They’re going to stick around and want to listen to your show more often. As you go on other people’s podcasts, some of their audience is also going to like you. They’re going to come back, follow you, and watch your stuff.
We’ve been at it for almost two years and I failed to start a Facebook group until about a year ago. It took me a while because I didn’t know those things were there and I didn’t know how to use them. I had to figure it out. We’ve built a following of over almost 7,500 people on our Facebook group doing exactly that. Bringing a guest on, inviting their friends and family to be part of the show, giving them the content, showing it live. Little by little, these people are coming on, they’re following, and they like the messages. When we repurpose content, they feel like they connect. It takes that little bit at a time. It’s like that snowball effect. It’s hard to get that ball rolling at first. After a while, it’s going to come tumbling down the hill.
It’s like that with any sales position out there. When you first get started in sales, nobody knows you. Just because you got a license doesn’t mean people are going to come flocking to you to buy and sell their house. It doesn’t work that way. You have to start planting the seeds. After a while if you plant a lot of seeds, you will have a great harvest. It takes planting the seed, nurturing the seed, taking care and tendering the crop, then eventually you get there. It doesn’t come overnight. Don’t fall off because you plant the seed and two days later, you don’t have a tree. It doesn’t work that way.
I remember when I started real estate. Day one, I hit the ground with an ad budget. I borrowed listings from people in my company and within a month, I had listings of my own. You have to be creative in that way. You have to get your face out there. You have to get to know people. That thing that he was mentioning where people podcast and they stop is called pod fading. There are a lot of that out there where people in less than fourteen episodes give up. Here’s the thing though that people have to remember about podcasting, it’s bingeable. I don’t know about you, but when I find somebody I like, I’ll download the whole gamut of episodes and listen while I’m running or while I’m in the car. It’s not a one-off.
Here’s what I’ve tried to explain to people. If you guys are growing up, for me anyway, there would be our summers and we’d be at home. We try to watch TV and all the TV in the daytime sucks. You always watch Friends in the afternoon on Thursdays, in the evening, that sort of stuff. During the day, all you could find is The People’s Court and Judge Judy. There was nothing else on. However, I knew what Judge Judy was. I knew who she was. I knew her personality type. Her brand was established during that middle time. When you talk about bingeing and content, I might not be the number one show on your podcast list, but I’m probably somewhere in that top ten, maybe somewhere around 7, 8, 9, whatever.
When you run out of a show that puts out an episode once a week or once a month, you drop down to the next show and the next show. I’m the Judge Judy in podcasts. You’re going to find my stuff all the time. It will be there. You’ll never be able to catch up to all my episodes because we have over 440 episodes already out. You can try bingeing and that’s okay. Do I expect you to listen to my show every single week? I don’t. My mom will, that’s what moms do. They’re super supportive. Everybody else, you’re going to catch me as an extra until I connect with you on a personal level, then I’m going to rise on the ranks a little bit. That’s my intent. You can be the Judge Judy of the show and be ultra-successful because you’re constantly putting out content.
When you transcribe, it makes you more searchable online. Especially a 20-30 minutes podcast is going to yield you more than 6,000 words. Those are the searchable criteria that make you indexable on those search engines. There are lots of different ways and you can use all that.
There’s a nice little cheat to transcribing by the way. Google Voice. You can use a Google document, use it on your phone and open it up, and have it playing. It will transcribe everything that’s being said right over when you create a Facebook post. The voice-to-word systems have gotten way better over time. I remember when I was a kid trying to do that, I’m not a kid because internet was around then. A few years ago, they had certain programs where you try to do speech-to-text and it wasn’t that great. Now, everything gets pulled over quickly. I can create subtitles on my posts on Facebook in mere seconds and it’s accurate. That’s something that Google and the internet from all of us sharing so much content on a regular basis.
AI is getting smarter and smarter. It’s understanding accents and dialects and all that stuff. It’s placing the wording in the right spot. It doesn’t take much effort. Is it a perfect edited paper that you come out of English class with an A-plus? Probably not, but it does the bulk of the work for you. You can go through, read and fix a couple of things. Remember, perfect is the enemy of done. The fact that you have it transcribed, it’s ready to go, and you can post it on your blog. You’re pretty much light years ahead of anybody else who hasn’t created a blog in the first place or has the written content to put in. Stop worrying about the perfection part and start worrying about the completion part. You’ll get where you want to go. Be out there and try to take advantage of the modern technology that’s there.Just because you got a license doesn't mean people are going to come flocking to you to buy and sell their house. Click To Tweet
Back in 2012, 2013, I had a blog and it was hard to get motivated to write that thing every week and even get ahead. If you’re someone who talks, it’s an excellent way. I tell people you can write your books that way as well. If you have a good outline, open up when you’re in the car. You’re in San Diego. There’s a lot of traffic. Have that outline in your car, open up and record right there to transcribe. We’re in good shape. I want to get off podcasts because what you do out in your job world is an important thing as well. Can you talk a little bit about that? I think financial literacy is important.
I teach high school seniors. I have a teaching credential in mathematics. It’s been a few years teaching algebra and geometry. The reason why I got into teaching is that I wanted to take what I’m learning in business and apply it to a high school level, to those kids that are probably not going to go to college. Give them the opportunity to have the financial language behind them, to understand a little bit about how a cashflow statement works. Know how to buy a house or a car. Use that vocabulary to put themselves in a position to succeed. A few years ago, the school was going to offer that course. Nobody wanted to teach it because nobody wants to teach the kids that are struggling in math their whole life. They haven’t been doing so well. This is their opportunity to get a math credit to graduate. When it comes to the education system, they’re the bottom of the barrel when it comes to mathematics skills. When that course came up and nobody wanted to teach it, my hand was already in the air like, “Me, that’s my course right there. I want to teach that course.” That’s what I did.
I’ve been taking it on for a few years. It’s been a fun thing. My kids get to do things like start a business. We were working on creating sales funnels online. They come up with some crazy bizarre when it comes to their businesses, but it doesn’t matter that it’s a bizarre crazy idea. It’s, “How do we start to implement the steps to get there?” Let them discover that their idea is farfetched or that their ideas are attainable. I didn’t see that it was attainable at their age. Whatever it is, give them the necessary skills and the opportunity to go out and do these things. It’s been a fun ride. I’ve leaned back on the math. I’m not so big on y=mx+b. I’m more focused on the concept of what literacy is. I tell them the most complicated thing we’re going to do in this math class is we’re going to add and subtract, but we’re going to add it to attract in a general ledger. We’re going to add and subtract in principal and interest. That’s not true. We do some compounding stuff because there’s the whole compounding interest stuff. It’s add, subtract, multiply and divide.
There’s nothing complicated or crazy when it comes to math, but I want you to learn this vocabulary. Vocabulary to me is huge. I know it’s a math class. I completely get it. You’re expecting to do big numbers, but if you don’t speak the language that finance people speak, it doesn’t matter what numbers you know. They’re not going to make any sense. It’s like going to the doctor and sitting there trying to listen to doctors speak. They have their own language. I remember sitting at the dentist office, my mouth is open. The dentist is talking to the assistant, talking about numbers and letters in my mouth. I don’t know what the heck she’s saying, but they completely understand each other. They know exactly what they’re talking about. That’s the problem that most people experience when they sit down with their tax preparer. The tax preparers talk to them in taxes. “We have to go to your Schedule C. We have to make sure that your net is okay. Whatever your net is, that’s where you’re going to pay self-employment tax.” That’s it. You lost the person sitting in front of you because they don’t speak taxes.
You sit down with your accountant, it’s the same type of thing. “We look at earnings before interest and taxes. We got to look at your net.” You speak a language to them. To you it’s second nature because you’re in the industry. You know what’s going on there. The person in front of you, the client, they don’t speak that language. They get lost and 100% trustee used a professional to not only move with the transaction and fiduciary responsibility, but to know what the heck you’re talking about because I don’t know what I’m talking about as a client. I don’t understand. I don’t want my students to go into that situation and not know things. I want them to at least say, “I know what you’re talking about. I understand that word. I remember what that word means.” I’m going to trust you, the professional to do the work, but at least we can speak the same language and that’s a completely different ball game.
That is cool. If we wanted to find you in your show, where would we go to do that?
You can find us @BusinessBrosPod on any of the social media platforms. Even on TikTok, we’re on there having some fun every once in a while.
Thank you so much for being on. This was beneficial.
Thank you for having me. I’m looking forward to having you on our show.
I know. I can’t wait.
About Hernan Sias
Entrepreneur and Podcaster helping people take control of their branding and marketing through the power of podcasting so that they can create wealth today and generational wealth tomorrow.
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