Indepth with Jaryd Krause: Consistency, Trust, and Podcasting for Business Growth | Jaryd Krause

The Art of Consistency, Trust and Long Term Success

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Sadaf Beynon: Welcome to Podjunction Podcast, a show for podcasters who want to use their podcast to grow their business. I'm your host, Sadaf Beynon, and today I'm joined by Jaryd Kraus. A seasoned podcaster with nearly 300 episodes under his belt. Jaryd will be sharing his journey from starting his podcast to making it his primary marketing tool.

Hang with us and learn his strategies for audience engagement, the importance of consistency and how to monetize your podcast authentically. Jaryd, welcome to the show.

Jaryd Krause: Sadaf, thank you so much for having me. Appreciate being here.

Sadaf Beynon: Oh, thanks. It's our pleasure to have you. So Jaryd, to kick off Can you tell us a bit about how you got started with podcasting way back in 2019, I believe?

Jaryd Krause: Yeah, 2019. So it wasn't an ideal, uh, path for me. I mean, it, it has been, and looking back in [00:01:00] hindsight, it's the best thing I could have done. Uh, but I got started because I had built out a business that was single source dependent and reliant on podcasting. Getting leads from Facebook ads and selling them into a program that I had created, uh, and Facebook turned around and shut down my ad account.

Now I'm in the make money online space. I help people replace their income and there's a lot of dodgy, Players in that space, selling and flogging courses that are not super valuable, which is unfortunate for me because it does make it harder being in the make money online space. And so with that, a lot of accounts got flagged and you need to be very careful.

Uh, we back then, even now today, you still need to be careful with the language you use in your advertisements. So my account got shut down. They thought I was doing some dodgy stuff and I eventually got a Got back on. But when I turned back on, you know, I wasn't as getting as many leads. My [00:02:00] marketing efforts weren't working as well.

My campaigns weren't for the same same type of campaign, maybe even better. And, uh, I realize that I was going out and my goal. I don't know if you heard of this, but, um, I'll explain that what I learnt in this book called, uh, Your Life, your legacy ends. What I learned is that if my goal was money, uh, and if my, for example, as an assymetrium, as an example, if my goal is to catch butterflies, catch butterflies, you could go out the butterfly net and go around and catch butterflies.

Or what I could do is I could build a garden where all the birds, the bees, the flora and the fauna would attract.

All

Jaryd Krause: the birds and the bees and the butterflies to me. And so I was going out in Facebook marketplace with a butterfly net, trying to catch all of these leads and make a bunch of money by catching, you know, catching them.

Now I wanted to build out something that was far more organic and people could come to [00:03:00] me and make, and make the decision without me manipulating their decision. They could come and test the flavor, see if they liked what I talked about. And, you know, slowly warm up to maybe trusting me. And if they didn't, they could move on.

If they did, they can move forwards with working with me. And that's what I decided to do is create that podcast where I could create long form content

that

Jaryd Krause: people could sit down and listen to me without me having to, you know, push them across the line with a sales call. With only one hour of listening to me, uh, yeah.

Or speaking to me, versus they can have hundreds of hours now of like Mm-Hmm. testing my value. Yeah. And so, yeah. It's, it's just a far better approach to have somebody buy into your business and your brand versus you trying to sell it to them too hard.

Sadaf Beynon: Yeah. I really like what, how you said it, it's like testing your value that is.

That's such a good point because they can access all your, all your podcasts and just [00:04:00] see how you, how you, um, engage and how you work through things. That's good. So what inspired you then to start a podcast specifically about buying and acquiring online businesses?

Jaryd Krause: So, I already was, my course was the Buying Online Businesses course, and it's the first ever Buying Online Businesses course, and I was teaching people to acquire businesses so they could replace their income.

So, what I just started doing was talking about the challenges of buying a business, how to find them, how to acquire them, uh, how to do your research, due diligence, negotiate, make offers, close a deal, and then grow them. Uh, so I talked initially with my business partner at the start. I'd bought multiple businesses, he'd bought some businesses and we just discussed that at the start.

Then I started bringing on other people that were guests that were in the, in the business of buying and selling [00:05:00] businesses. So talking about business brokers, talking about, you know, I've been bringing my clients that had worked with me to acquire a business. We talked about their challenges, the process, what they went through, talked about the business they bought, uh, and they share their experience with my audience.

And that was very valuable for the audience to sort of say, okay, Jaryd's, Like, these are the people that Jaryd's helping with and they get to have a discussion with them. I used to have people say, Hey Jaryd, can I speak to your clients at Abort Businesses to see what, you know, what it's been, what it's like, you know, what their experience has been like and see if I want to work with you.

And like, I'm not going to make my clients sell other clients to come and work with me. So I started interviewing them and they can go away and view that as well. So it's a bit of a mix of both now. It's like, how do you. It's changed and evolved over the years as my business has grown as well, like the different guests and different style of conversations with based on different topics.

Sadaf Beynon: That's great. And, um, you've been releasing episodes consistently for [00:06:00] almost five years now. How do you manage to keep up that consistency?

Jaryd Krause: Uh, I'm a consistent person. Now, I would say that's mostly a habit.

Uh,

Jaryd Krause: and a drive that has been instilled into me from my parents. Uh, so I'm not sure if that's, you know, I, I can talk, I can talk about motivation and inspiration and how to build out a dream and a vision and, and, uh, stay congruent with it

and

Jaryd Krause: keep your drive alive.

Uh, but I'm not sure if that's, you know, what you want me to dig into. I can, if you like, but yeah,

Sadaf Beynon: go for it.

Jaryd Krause: Uh, okay. Um, well, I guess the easiest way to say is if somebody wants, somebody wants something bad enough, they'll do it. Uh, and [00:07:00] to want something bad, it's not easy to just click your fingers and just say, I want something bad enough.

Right. Typically, you need to build a really strong reasoning why. So why do you want those certain results in your business? Why do you want a certain income level in your business? Why do you want to achieve these certain things? Once you've got a really strong why around that and you can envision you living that life of that person that's achieved that, continue focusing on that vision and that's going to allow you to just not be digging into like motivation, like, you know, short term pieces of content.

I'll see on YouTube or, you know, Instagram and stuff like that, that can fuel you for like half an hour, an hour. It's going to still instill within you inspiration, which comes from within to give you that drive to continue pushing forwards and creating those episodes. What I also like to do as a bit of a hack is, you know, I love traveling and I love not having to be on the phone for many months at a time.

And [00:08:00] so I typically have two to three months of podcasts. Prerecorded edited and scheduled in to know that when a, you know, I'm, I'm a massive surf fan. I love surfing, and when the swell comes in or a, or a surf event comes in, I can just go, cool, I'm going for a week or two weeks, or three weeks or a month to go travel around the world and, and not have to work.

And those are, that content's already prerecorded. Yeah,

Sadaf Beynon: yeah, that's, that's, um, that's really cool because I think listening to you talking, it's, um, it's like you've got your, your priorities. in order and you know what they are and being able to be consistently well you're ahead of yourself aren't you two to three months at a time and even that there's a drive to be able to stay consistent in that so that you are free to do other things that you enjoy that's that's cool

Jaryd Krause: yeah and I mean So I'd just add to that, if some people [00:09:00] have some resistance around like, Oh, I don't know about podcasting and, um, being consistent and, you know, it is for me and my business.

Absolutely. At the same time is like, if people have some resistance around it, you've got to realize it's not just about me doing the podcast. It's not just about my business. It's like the more that I show up as well, people see that. And that is people are dying for leaders, good leaders that they can trust and the amount of trust that you can build by being consistent in the public eye for four to five years or more is like somebody's, they're people like wanting somebody at that level of consistency that they can lean on.

Nobody wants to listen to a podcast for a year, get really into it and then let down and all trust is gone, right? Like, it, it. This is a, my business is a lifetime business.

That's the way

Jaryd Krause: I consider it, is that we're going, whether [00:10:00] I am being the podcast host or not for the remainder of my life, I see this business as having a podcast episode go out consistently and the cadence may change to two, two, two month, um, and it may change the host, but we're still going to continue to serve.

And that's what this business is about, is service, not just, you Not just me making some money.

Sadaf Beynon: Yeah, yeah. No, that's an excellent point because I think it also points back to what you were saying about, um, them being able to, the audience being able to test your value. And it's, it's in that sense too, it's not just the content, it's about you showing up and consistently showing up.

Yeah.

Jaryd Krause: Yeah, absolutely. That's very cool. This is the, this is the stuff that people don't typically think about and they don't say they want or need because it's unseen. It's not talked about, uh, but it's needed more than ever.

Sadaf Beynon: Yeah. I really like that. [00:11:00] Thank you.

Jaryd Krause: You're welcome.

Sadaf Beynon: So what challenges did you face then in maintaining a regular podcast schedule?

Jaryd Krause: Um, I think the hardest parts were at times if I didn't have enough podcast episodes recorded, Making sure that the ones that needed to go out straight away were edited fast. Uh, that was a challenge, although I had a really, really good, I've got a really good team that can do that as well. Uh, another thing is having good guests.

And

Jaryd Krause: I guess two things is one is yeah, having good guests. And another one is not just having guests on just to have guests on. Um, just to create content, uh, which also spills into staying in your lane and, and keeping your podcast within the domain of what you're talking about. [00:12:00] I don't keep my podcast about an everything podcast.

My podcast is about buying online businesses, selling online businesses and growing them and the full cycle. That evolves from buying, growing, selling, and then getting into it again. Uh, and for example, if somebody has a podcast that they're going to release on improving your relationship, I would keep it in that domain.

Uh, because people listen to a certain podcast for just one certain thing typically, and they stay and they come back for that one certain thing. If I'm listening to a property investing podcast and they start talking about, uh, If they, I mean, if they start talking about Netball, or if they start talking about investing in stocks, I'm gone, you know?

So keep it within your domain, even if you'd like, sometimes people slowly go too far away from it. Yeah. I guess reel it back in.

Sadaf Beynon: Hmm. So if, have you ever had a [00:13:00] guest on your podcast who's kind of, um, slowly kind of gone off in a different, different direction to where you wanted them to be? Um, and how have you, how have you handled that?

Jaryd Krause: I've had a, I've had guests where they do, they are, they can kind of slightly be outside the domain of what I want to talk about based on their domain. What I do is I always sit down. As the host, and I ask questions as though I am the listener, as though I am the student, and that's how I typically steer the conversation towards valuable enough for my listener to listen to.

Yeah. And I, I, sometimes they're double, you know, double, like it's a double serving. It's a question that I want to know personally, but it's also valuable for the audience. A lot of the time it's, it's mostly, I just want to, I just want the audience to know this and keeping [00:14:00] them, you know, just, it can, the hard thing about podcasting, I guess, is asking a question and then having somebody just talk and talk and talk and talk and talk and veer off in a different direction.

Feel having the sense that you need to talk about what they want to talk about and what they're on the podcast for, but it's, they're, you know, they may have an agenda, but you need to make sure that your agendas align before you even get them on the podcast. Mm

Sadaf Beynon: hmm. Yeah, absolutely. Thanks. So your podcast has evolved a lot since you started, right?

So can you talk a bit about how it transitioned from just sharing content to becoming a key part of your business strategy?

Jaryd Krause: Yeah. So it started to be a key part of my business strategy from the start, to be honest. Okay. The reason being is because [00:15:00] I, I wanted to build out. Just like any business, I think you should really own your email list, own your list.

And so what we wanted to do is we wanted to take people from long form content to email list and then from email list to member or acquire one of my courses or products. Uh, that's always been the case. Uh, at times my podcast did evolve into having some paid, um, paid ads on it.

From

Jaryd Krause: brokers, uh, and different businesses. And that worked out well for a bit. Uh, and then I realized like, I don't want to just have ads on mine. I want to promote my own stuff and I wanted to keep it pretty clean. So I just, I stopped working with advertisers, even though, because I was in the business, I'm in the business space, people were paying good money for ad placements

for

Jaryd Krause: the amount of subscribers that I have, like my podcast isn't.

My domain is a very small domain. It's [00:16:00] not a massive industry or niche. Not many people know that you can go and acquire an online business. Uh, so it's very, very small, but yeah, that's, I guess that's how it's evolved a bit. It went from having advertisers to not having advertisers being pretty consistent though, in, in getting people onto my email list by using, uh, a free resource.

And I think if you're podcasting and you're not offering something for free to your audience to get them on your email list, what are you podcasting for? Um, unless you're able to advertise something that, I guess, is to a broad audience and you are able to just get ad space, at the same time, I think you should really be taking that in. That internal and, and owning your, your, your subscribers in an email list.

Sadaf Beynon: So is that the lead magnet that you're talking about? The freebie?

Jaryd Krause: Yeah. Lead magnet. Correct. Yeah.

Sadaf Beynon: Did you have a, um, did you have a co host when you first started?

Jaryd Krause: No, I was going to bring on a co host, [00:17:00] uh, well I did actually, like, but he basically just only interviewed me, he didn't interview any other guests and this is a point in my business where I thought I was going to step away from my business,

uh,

Jaryd Krause: and, and not do the podcast.

Yeah. Although I realized that my podcast audience is very bought into me. Personally, and that would have been a hard thing to do and it would have, would have tarnished the business a little bit. Uh, so I really, and I'm, I'm, I'm, I've always been told that I'm a good speaker and my podcast is great for me being on it.

So I should just stick with it. Stick with what I'm good at. And then I outsource more parts of my business that I wasn't so good at. So I just get to do the fun things that I like now.

Sadaf Beynon: That's good. That's good. Yeah. Um, all right. So let's talk a bit about, um, building trust. Matt Edmundson, Dan Orange, [00:18:00] John Harding, Anna Kettle, Do you know what I mean,

Jaryd Krause: Matt Crew, Diocese, Prayer, Conversation Street, Holcombe, Origin, Origins, Liverpool, Frontline And for them to learn from them.

Also, it, when I get larger people on my pod, it helps me build my authority a bit as well. People get a little bit more trust in me. Uh, but the main, the main thing is to get somebody on that my audience would want to sit down and interview and ask them about how they've done certain things in their business or acquired a business.

And, uh, that can provide a bunch of value for them. Now. When I sit with them and I talk with them, I am typically seen by my audience as an equal, which builds a lot of trust for my audience within me and the guests as well. And that's the main thing is like, oh, I, I'm always looking at like, how do I [00:19:00] find a guest that has acquired a business that we can talk about, then how they did it, the challenges, what's involved, all that sort of stuff that my listener can learn from, what they did to grow it, and then what they did to sell it.

So guess around those certain topics, uh, and yeah,

Sadaf Beynon: I guess that's how I try to

Jaryd Krause: guess the questions.

Sadaf Beynon: Yeah. No, that's good. So how do you think then that conversation helps, um, build trust with your audience?

Jaryd Krause: Uh, well, I think it's just comes back to me being seen as an equal to that person has acquired maybe larger businesses or scaled businesses. Uh, it's also through that episode, I am asking them questions around what they have done, but I also add my. Experience in as well. So I think I mentioned to you, and I had another time when we're chatting is that when you have a guest on, and if [00:20:00] you're mostly got guests just on your podcast is you, you can't let them hog the mic, even though they're coming on to speak.

You need to play this. You need to play this game where you realize you. Don't want to just have a hundred episodes where you've interviewed people and you haven't said anything. You haven't added any value because all you've done is ask questions like, okay, how do you do this? What do you do now? How is this done?

And you don't add your two cents in. What's

really important, what I

Jaryd Krause: got shared from one of my mentors and a couple of different mentors in the podcasting space is that you need to share your experience and you need to share your stories and your, you know, your failures. And your successes and everything in between to show that you're a real person and to also show that you have experience and you've achieved these certain things along the way.

So I always am asking guests questions, but then I also add my own two cents as well to either back it up or to say, you can do it in a different [00:21:00] way, uh, as well. Yeah. So I guess that that's really how I've been able to build trust within the From my podcast and have people. Build trust within me is they start to see that, okay, Jaryd knows this, he's done this, he's achieved that, he's failed at this, and he's able to talk about it, he's being vulnerable,

he has a bit

Jaryd Krause: of a laugh, he's not too serious, uh, even though I am pretty serious at most of the time.

And, People like that, you know, when, when, when she gets serious, they need a serious person to get them through. Uh, and then they also need somebody that can handle things through different, all different situations as well. Uh, but if I didn't share my experience, then they wouldn't know that I'm experienced and they wouldn't know that they could trust me along the journey of helping them acquire a business and scale it.

So you can't just have a guest on to share everything that they know, you need to share what you know as well. [00:22:00] That's what really builds a trust is, is, and also. Just the small little things, like, my brand around surfing is, people love that I talk about surfing, they connect with me, like, I'm, I'm not just about just the business guy, I, like, the reason I'm in business, this sort of, this way is so I can travel the world and surf.

And it's become a massive part of my brand and people know that like Jaryd just doesn't buy business. He's a real person. He's got a life outside of this. In fact, he uses it as a tool to fuel his whole life and his lifestyle.

And

Jaryd Krause: that's what my audience wants is they want a lifestyle more than just, nobody really wants to buy business.

Nobody cares about being in business typically. It's just to provide a certain thing. Nobody like, I wouldn't record a podcast every single week or release a podcast every single week. If it didn't provide me the lifestyle that I, I just wouldn't do it. Right. Yeah. It's, it's just a means to an end. I do, I do love it at the same [00:23:00] time.

There's times where it's challenging as well, but that's what, you know, those sorts of things and being real and being vulnerable, just like that little short story there is like,

that's where

Jaryd Krause: people go, Oh, wow, this is a human being. He's a real person. Cool.

Sadaf Beynon: Yeah. And they feel like they can relate to you in more, on more than just one level.

Jaryd Krause: Absolutely. That, that is huge. It's a really good word, Sadaf, is relate. Like I, when I share my story of like, Hey, I used to be a plumber. I used to work 70 hours a week, used to hate my life, used to drink a lot of alcohol and I had to do something to get out of it. Otherwise, you know, just getting blackout drunk every weekend.

And

Jaryd Krause: so people grab onto that. People message me and like, Oh, I used to be a plumber. I feel very similar to your story. I used to drink and I used to do this. And, um, you know, I feel like we're on the same path and people sometimes don't have the belief in themselves. They can get that from other people's journeys as well, and then bring that from other people's journeys into them and use that for [00:24:00] inspiration.

So, and if it's not just like that part of like replacing your income, it could be other things as well that, you know, you should share throughout multiple things that you've done in your story.

Sadaf Beynon: Yeah, absolutely. And I'd imagine if they're sharing that, then it's also a spring, it serves as a springboard to then, um, you know, talk more about your business and how you can help them.

Jaryd Krause: Absolutely. The way I think about it as well is, and we can, we could be getting pretty deep into this, but I think it's valuable. When, when I was younger and when I would go to parties or have social events, I would And even, even these days is people connect over, uh, what we used to call D and M. So, um, deep and meaningfuls, right?

Deep and meaningful chats. Uh, and today the conscious woke word is, uh, trauma bonding. All right. Okay. And so what happens when, when, when Somebody has gone through [00:25:00] a certain thing or something that's tough in their life. And if they're vulnerable and they open up about it with somebody, that other person will be vulnerable and open up about it with them as well.

And that creates a, a connection and builds that, that vulnerability, uh, in the right Conversation builds a lot of trust because that person is seen and heard. And then once that trust is formed, then you can go move forward with them on a different journey and, and grow together. And that's kind of like what happens, I guess.

It's an unconscious thing that people may not be thinking about, but people go, Oh, wow, that's me. I see myself in me. And then they go away and they share their story. I'm like, cool. And then we can work together. And I think that's, that's, that's, that's, that's, that's, that's, that's Yeah. Being a little bit vulnerable in your pod and showing the real you is, you know, is, is where the trust, trust starts.

Sadaf Beynon: Yeah. Yeah. No, I understand what you're saying. It's such a good point. Thank you.

Jaryd Krause: So welcome.

Sadaf Beynon: Um, Jaryd, [00:26:00] how do you, or what are some strategies rather that you use to engage with your audience?

Jaryd Krause: Um, I try not to engage too much because, um, it just means a lot of. commenting and all that sort of stuff. Uh, when I record YouTube videos, I will ask certain questions and I'll, I'll reply on those, but mostly I just tell people to reach out by email.

Uh, and my email gets monitored and managed and the ones that need to be replied to by me, they get replied to by me. Otherwise they get replied to by my executive assistant, Lynn.

Um,

Jaryd Krause: and it's just unfortunate. It's, it's fortunate, but also unfortunate that I just don't have time to get on a call with everybody anymore.

I don't have the time to reply to everybody more, uh, anymore. Um, it's just a situational experience and,

uh,

Jaryd Krause: you know, at the start I was just dying for [00:27:00] more and more engagement. I do want more engagement. I do want people to reach out and, and, and email us, but it won't always be me emailing back.

And

Jaryd Krause: I think people can sort of start to see that as not so much of a bad thing that, you know, I've achieved a certain level and, and they can see that as a good thing as well.

So there's, you know, catch 22, I guess. Pros and cons.

Sadaf Beynon: Yeah. So how did you get to that level?

Jaryd Krause: Um, that's a big question. I think in terms of like the size of like volume of the amount of business, yeah,

Sadaf Beynon: yeah. Yeah.

Jaryd Krause: Uh, I would say 300 episodes, close to 300 episodes, I would say consistency, I would say so many things, that's a really tricky one to answer because there's so many things that have been done to, to build a business.

I would say that probably the most important one that people don't really see is, [00:28:00] uh, staying in the game and sticking at it. Uh, I think from Continually making, continually staying in the game, the compounding effect is amazing. It's insane. It's just, you get access to your audience builds and compounds over time, your network builds and compounds over time, your business builds and compounds over time.

As long as you're sticking with it and you're staying present and you're doing the work to slowly move forwards, I think that's, I think that's what really helps you achieve that is, you know, it's not so much, they say this about investing in stocks and all these sorts of things. It's not about. It's not about time in the market, when should I get in, what sort of business should I start, what sort of podcast should I start, it's more about time in the market.

So that podcast that's been around for a long period of time, it's only going to get better and better and better and better and better and better. If the person is continually making small improvements as they [00:29:00] go, the compounding effect is going to be huge in terms of the audience size, the guest size.

So,

Sadaf Beynon: um, how, okay, I've got two questions. One is, what kind of feedback do you get from your listeners? Is it to do business with you or is it something else? And if it is, what is that? Um,

Jaryd Krause: Um, Um, Is it to do business with me or is it, what was the other question? Is it to work with me?

Sadaf Beynon: Is, yeah, or is it something else?

Like just any other feedback?

Jaryd Krause: Um, yeah, I mean, I get some different random feedback. Sometimes people challenge my, uh, thinking and what I share and I'm like, cool, bring it on. Like, yeah. I mean, it doesn't hurt my ego. Like, I am here to be proven wrong. If you've got something smarter and better than me, then great.

Uh, but typically what they're mentioning would [00:30:00] be, uh, totally off mark what I'm saying. So then we, we come together and realize like, okay, you're right in this situation. I'm right in this situation. Awesome. Cool. Let's move forwards. Um, that's Maybe typically the negative feedback,

but

Jaryd Krause: mostly what I, mostly I'm just getting positive feedback in terms of like, wow, that's a great episode.

I love that guest. I love the, um, I love the questions you asked here. And then sometimes my biggest feedback is really when I do a solo podcast episode and I need to lean into doing that

more

Jaryd Krause: because when I share my experience, uh, that's where people, I guess more people decide to work with me. And when I, uh, yeah, when I just turn on the pod, when I just turn on the microphone and I just talk without like a certain agenda or like, maybe I've got one talking point and I just need to rant this off my chest, uh, about proving some things wrong in the space or proving some other.[00:31:00]

What a lot of other people are saying in the hustle culture or the nine to five culture or this and that is how it's not serving people based on what I, I've learned in my life and how something, some personal development tasks work for a certain level and then it became a limiting, limiting belief or I hit a glass ceiling and why it works for a certain level when it stops and how to change it and do things differently.

Um, I get a lot of feedback around those sorts of podcast episodes. Just like, Hey, okay. I love that episode. Can you do another one on the next part of the journey for me or on this? I'm struggling with this. Can you do a podcast episode on this? So some of my better ones are where like people, people have just said, some of people, some people in my actual band.

Membership and Community in Course and said, Jaryd, I've heard so much about parts of your story and it's fascinating. Can you just tell us your full story one time? And I did that on my podcast episode and that was one of my most popular ones. And then somebody asked me how, you know, what are the paths and the challenges along the [00:32:00] way through going from like, I'm working full time as an employee to being fully, uh, having fully replacement income and what are the things along the way.

And the part, basically it's called the pathway to passive income.

Uh,

Jaryd Krause: Those sorts of ones are the ones that people reach out and give me a lot of feedback on and say, we need more of that sort of stuff because that's what my audience is after. They're just dying for it.

Sadaf Beynon: What's an effective way to get feedback? But listening to you talk, I'm wondering whether part of the answer is you, um, sharing about your own journey and then, you know, going back to them being able to test your value. So the more you're talking about yourself and sharing how you did X, Y, and Z.

In order to achieve X, Y, and Z, um, they can relate with you more, and is that an effective way?

Jaryd Krause: Definitely, I think that is an effective way. I think probably the most effective way though is asking for it, is asking for feedback. What I do in my business, and I don't do it so much on the podcast because [00:33:00] there's always people that will listen that are just like sitting on the outskirts and want to pick a fight, um, that aren't actually going to join and work in the business.

But in my business as a whole, typically every year, I'll send out a survey and tell people like, I want your feedback and I don't want you to just give me positive feedback.

I want

Jaryd Krause: you to give me negative feedback because the negative feedback is the one that's going to help me grow and one that's going to help the business grow and do better.

So you can tell me what's not working so well so we can change it and make it better for you. Uh, and so that's, you know, it's very rare that I would share that on a podcast episode is like, what's your, just give me your feedback, email me in and let me know any questions that you have and tell me where I suck.

Um, because sometimes people are just going to say, Oh, Jarrod, you suck when you ask this question. And I'm like, well, I needed to ask that question. Right? Um, so you need to be careful when, who you're asking for feedback from. Typically the, the podcast audience is a bit colder than, a lot colder than [00:34:00] somebody who's already working with me.

So I just always like to ask for feedback and that's probably the best way to do it is just ask for it directly and say, Hey, you know, I've done this in my group before, but I've just said, look, I want to get the best guests on, send us some names. Who'd like, who's, what's a podcast That you've listened to with the great guests that you think will be very valuable in this space, I'll reach out to them.

Yeah. Um, they've even asked things like, who is your favorite podcaster and why? Let me know if I get enough people around that certain person, I'll email them with a bunch of comments saying we need to get this person on the podcast and use that as bait, click bait to get them on the podcast. Yeah,

Sadaf Beynon: that's a great idea.

No, that's cool. So do you have any examples of a time when someone has given some critical feedback? And how you've been able to incorporate that into your podcast.

Jaryd Krause: Uh, I don't think I've got, when you mean critical, is that like negative feedback? Yeah, I honestly haven't [00:35:00] got any negative feedback. I, I did get one the other day, sorry. And it comes to mind where there was something in my show notes that, and it was from a very old podcast episode that somebody said that, um, fear comes before belief. Belief doesn't come before fear. And he was talking about it from a very different perspective. an indirect way that I was talking about it.

And I just, I was just like, I'm not gonna, I was just like, okay, cool. Yep. You're good. You're right. Like, and he is right in his head and I'm right in my head and not going to pick a fight on it. Like sometimes it's not worth, and that, here's the thing is, When one person gives you negative feedback, but everybody else loves that about you, uh, you can't, you can't take that as like you're doing wrong.

You gotta, you gotta realize that most of the people like what you're doing or like that you're doing it that certain way. And that [00:36:00] person that's giving you negative feedback, they're trying to make you fit You're podcast and develop and change your whole business and podcast and what you're doing into their box and how they want it delivered.

Whereas it's, if you did that, you would just ruin what is right for the majority of your audience and wreck this amazing asset that you have just to please one other person. So I don't think people pleasing is the way to go. People pleasing typically ruins your business. Us individually, cause we should be doing what's right for us and for our, and for our business as well.

Uh, so you've got to really decide and be strong to not people please and decide, okay, that person's not happy. That's not my stuff.

Yeah.

Jaryd Krause: Wherein everybody else is happy and I need to keep doing what's best for the majority. But if everybody said like this part of the podcast sucks, I'd be like, Oh, okay.

Wow. Like I need [00:37:00] to

Sadaf Beynon: Yeah. Yeah. And I guess like listening to you say that, it's also about what you said before, like staying in your own lane, knowing your domain and sticking to that, even though the feedback might be pushing you in a different direction.

Jaryd Krause: Yeah. I mean, this is the tricky thing is if you are a pushover.

Then you can get, you can push your podcast and direction into a, into a route that's not right for the whole, and then you're going to lose everything and everybody, and typically that person that's going to be continually complaining is never going to be happy anyway, and it's not really about your podcast and your business, it's more so about them just bitching on and not being happy with life, you know, we all know those people that are never going to be happy no matter what changes happens.

Transcribed

Sadaf Beynon: Yeah, absolutely. So Jaryd, something that you said to me in our, in our pre call was that you're very selective about the guests that you invite onto the show, onto your show. So [00:38:00] I want to know more about that. Tell us about the criteria you use. Um,

Jaryd Krause: yeah, that's a good question. So we get, uh, we get pitched for people to come on the podcast a lot.

Uh, I don't know anymore how much because I don't monitor those emails anymore, thank God. Um, but we say no to every single person as a baseline, typically. I think there's maybe one person out of like many years that I've said, yeah, let's get this person on. Um, typically we'll say no as a baseline, uh, and we go out and find the guests ourselves.

So I'll have somebody that will go out and they'll look for different pieces of content around buying businesses, scaling different types of business models in different ways with different strategies, and then also exiting businesses and in the M& A space, so mergers and acquisitions. And she will go away and get a bunch of them and then she'll give me their LinkedIn, their email.

And then where she [00:39:00] found them, what they talk about and what they're about. And I'll go through it and I'll look at those. And this will typically be like once every two weeks, she could be a big long list. I'll go through, look at those and I'll approve maybe half and then disclude half. And the ones I disclude what might come back to at a different time, some are just a hard no.

And basically my criteria is that I go, I go look at them and, and ask, have they bought a business before? Uh, and if so, was it going to be valuable for me interviewing them for my audience? Have they sold a business before? And the same question, is it going to be valuable? And then if they've grown a business, like if they're a digital marketer, what sort of growth strategies have they used based on what sort of business models they've used those growth strategies on to grow them?

And

Jaryd Krause: are those business models that I typically talk about? In my podcast, and if it's outside of that, then we don't, we don't typically, I don't typically get them [00:40:00] on. For example, sometimes if somebody is like, I've got a book about, you know, personal development and I've helped people with, Startups, right?

I'm not going to get that person on because I'm against startups.

Uh,

Jaryd Krause: 90 percent of all startups fail. That's my message. Why not go away and buy one that's past that 90 percent failure rate? You don't have to go through yourself. So I don't talk to people in tech startups. I don't talk to people anywhere that startups, somebody wants to start a business and they email me podcast.

start a great business. I'm like, no, we don't do that here. We buy them. So. Uh, yeah, nobody with startups, nobody with just like trying to push something that is not going to be right for my audience. The biggest criteria is sitting in the shoes of my audience like, They're trying to achieve one goal.

Yeah.

Jaryd Krause: Typically. At first it was starting a bit, uh, sorry, not starting, first it was acquiring a business and then they went, all right, Chad, we bought business, now we need to grow them. And then it's the sailing. [00:41:00] And so there's three different goals for my audience now. It's like acquiring, scaling, and exiting.

So mostly we talk about acquiring and exiting because the growing can change depending on the business model. But if we do talk about growing, there's only a select few to talk about. www. aurionmedia. com SEO, content marketing, and some ads for just the, just three different type of business models. So that's pretty much the criteria is the number one thing is like, is it going to be right for my audience?

Sadaf Beynon: Yeah. Wow. Um, Jaryd, I love your dedication to your audience. That's um, yeah, I love that you do that. Go to that length for them. I think it's really great. Did you always do that? Because that's time consuming, isn't it?

Jaryd Krause: Um, did I always do that? Have I have with the podcast? Yeah. Yeah, yeah. Yeah. So you've Right,

Sadaf Beynon: from day one, you always went and found your own guests.

Yeah.

Jaryd Krause: Oh, sorry. Um, yes, actually I did. Yeah. Mm, [00:42:00] I, I did outreach at the start. Mm-Hmm. . Uh, and I was very lucky that I had been sort of doing this for a couple of years in the space that people already knew my name a little bit. So I was able to get some big wigs on the podcast, some big guests in terms of like, uh, I'm not sure if you've heard of flipper.

com and, and, and it's the biggest, it's the largest marketplace for buying and selling online businesses. Um, I actually became friends with the CEO, the new CEO that came on, he came on the podcast very early.

And

Jaryd Krause: then. When you get one, like, good guest like that, then you get a bunch of other big CEOs, uh, and founders of companies come on, uh, to talk about buying and selling and exiting businesses.

And yeah, um, I've always gone and select them. Yeah.

Sadaf Beynon: Wow. That's really cool. So can you talk us through a bit about your production process? I know you, well, I think you mentioned earlier, you have a team to do that, but just [00:43:00] wondered if you could walk us through some of that.

Jaryd Krause: Absolutely. So the production process, it starts from basically looking for the guests, me approving them.

Once they're approved, then my, Eden, my content manager will go out and she will pitch them all to come on and then send them calendar links. They book in when I see them booked in, then I'll go away and sort of look at top two to three topics that I'm going to speak about. I'll create a file. Um, their bio will get put in a couple of links.

I'll create some talking points and then I'll get them on the pod, record it. I will then go away and, um, create the title. I'll create a really good title for it. And then I give it to my content manager, Eden. She goes away and gives it to the editors, the editors edit the podcast, put it together, give us some YouTube clips and shorts and all that sort of stuff.[00:44:00]

Put it all in a folder in Google drive and then she'll go away out and schedule it in and distribute it. Yeah. And all that. You know, the website and all the places, YouTube, Spotify, all that sort of stuff. And then put the clips out as well. Um, how that's evolving now is that using Riverside, um, and my content manager, we're testing her out doing some of the editing, um, to kind of like one of the roles out of a particular editor, uh, and yeah, doing it that way.

So it's still going to be the same production as always, just maybe a different editor.

Sadaf Beynon: Why is that?

Jaryd Krause: Uh, just because Riverside's gotten really good and really easy. And I, I've been using this for years and years now, and I didn't realize how easy it can be that it can produce the same results as an expensive editor.

That's really good as well. Um, so I stacked them up against each other and sort of being like, Oh, well, you know, maybe we can do it this way.

Yeah.

Sadaf Beynon: Yeah. I totally agree about Riverside. We've been using it for quite [00:45:00] some time as well. And just more recently, Getting our heads around how much potential it's got.

Jaryd Krause: Yeah, it's good. It's really good. Yeah, it's only gotten better and better. I think I signed up. Uh, I think we were talking about, I think I signed up in 2021.

Sadaf Beynon: Yes, we were talking about it. Yeah. Yeah, that's right. Um, okay. So you said that you come up with the title for it. Is that because, um, you have had the conversation and you feel like you have the best understanding of what the content is, or is there another reason behind that?

Jaryd Krause: It's definitely that. Also, uh, I've done a lot of copywriting and I've told a lot of stories and I've gotten really good at creating titles and, uh, I just know that, I know that I know what my audience will go. I need to listen. I know how they, how they read it and I know what will get them to go and say, I need this.

I need to listen to this. [00:46:00] Uh, so yeah. That's it.

Sadaf Beynon: That's cool. So how do you, how do you get inside your audience's head to be able to identify things like that?

Jaryd Krause: So when somebody joins, uh, our course or membership is they get sent a form to fill out and it's like, how can I help you best? And it, that, those questions are basically what, what do you need from me?

What do you want from me? Why are you taking on this role? What are your goals? All that sort of stuff. Through all of that, we collate a bunch of information, this is what good copywriters do is they go away and work out what their wants, needs, fears, and frustrations and desires are for the people in the space.

And they go away and actually take those words, what I do is I go away and take those words and I just know the exact words that they're using. That for what they actually want to achieve. Right. It's for me, it's for my audiences. They want to acquire a business for financial freedom, [00:47:00] so they can spend more time doing what they love with the people they love.

Yeah.

Jaryd Krause: Uh, and there's other words that we can use around that. And so, yeah, that's how I know what they want is I just ask them.

Sadaf Beynon: Yeah. No, that's good. That's good. I think that's something, um, we can do, isn't it? Just take, um, just assume things. Because they're like, Oh, they're, they, they fit this niche, so they must want this.

Jaryd Krause: Yeah, exactly.

Sadaf Beynon: And

Jaryd Krause: the more nitty gritty you can get into, like where they're at in their own lives and the challenges they're facing, uh, the better you can structure your conversations and questions with guests, and then also structure your. Course content and your business and your service to help them just get rid of those challenges.

And when you really understand those and you can articulate those well and how to overcome them, there's so much more trust because they're like, Holy shit. Like [00:48:00] I was a construction worker or Jaryd was a construction worker and he had all these challenges that I've faced. And he's overcome them. He knows how to do it.

And he's speaking about how he's done it multiple times. Of course, I'm going to go away and like, listen to him and, and work with him. Uh, so there's, there's, there's that. And then it's also, you know, as I have evolved and I do understand this and people have told me as well, the more I've evolved and I've been out of, you know, I quit my job, uh, my full time job almost 10 years ago, nine years ago now.

So I've been very removed from this. Work nine to five thing for almost a decade. Yeah. And so I understand that I, since being removed, there's things that I, it's harder for me to empathize and put myself in, put myself in the boots and the shoes of those people that are on the ground doing, you know, where are at, where I was at when I first started the journey.

Mm.

Jaryd Krause: So another helpful thing to do is to [00:49:00] speak to those people and, uh, work with them. One-on-One. So I do some one-on-one. Work with people still.

Okay.

Jaryd Krause: And that really helps. I also have a community. You have an insight. Yeah. That speak about this regularly too. So I'm in there and.

Sadaf Beynon: Hmm. Yeah. So it's very current, isn't it?

For your listeners.

Jaryd Krause: Yeah, absolutely.

Sadaf Beynon: Yeah. You mentioned, um, that you, your team takes short snippets and put some on social media and YouTube and all, how, how effective is this strategy for growing your audience and email list? Do you think?

Jaryd Krause: Good question. In the early days, uh, what I was doing is I. I was taking short snippets and putting them on Facebook and running paid ads, and then I would have those short snippets, once somebody has viewed a certain amount of that short snippet, then they'll get remarketed to a full episode and or a lead magnet [00:50:00] ad on Facebook.

And I grew the audience really, really well, excuse me, until it stopped working when Facebook shut down my hard account again, which was really fun. And I haven't brought that back in. Uh, what I had been experimenting with lately is, uh, YouTube Shorts and posting them on Twitter. Uh, you know, the, the social platforms as well.

Now, I haven't really found it too effective doing it, posting them on platforms like Instagram, Facebook, LinkedIn, and Twitter being super effective for just organic. But I know that if you put ads behind it, it will help it grow.

Okay.

Jaryd Krause: Because these are pay to play realms now.

And

Jaryd Krause: YouTube though, YouTube does help it, uh, YouTube Shorts helps the channel grow in general.

So that is valuable. [00:51:00] Uh, I only just, I've changed, also I was getting one episode or one YouTube Short per episode with my previous editor and those YouTube Shorts weren't really that great. So I hired somebody that would create four. Shorts per episode that were highly curated and really good and made a great impact.

And I've started to see the channel, YouTube channel grow from that.

Sadaf Beynon: Oh, wow. That's really interesting. Um, what advice would you give to any podcasters listening about how they could promote their shows or use ads even to promote their shows? I don't know. Yeah,

Jaryd Krause: yeah, absolutely. I would say the best way to promote your show. is to go on as a guest, is to go on other podcasts. Okay. Yeah. Uh, that's what I have found, worked really, really well for me. At the start. I was going on two to three different podcasts a week, [00:52:00] and I'd quickly gained a lot of experience sharing my story and sharing different parts about what I do, and.

It helped me help build my audience, but it also helped me become a better host and a better speaker. And I think that is, you know, all those three things is going to help you grow your podcasts is getting on podcasts and exposure because podcast listeners will listen to podcasts. So getting a podcast to bring within your space and then it's going to make you a better speaker and tell your story better as well.

Sadaf Beynon: Tell me more about why it made you a better host.

Jaryd Krause: Why did it make me a better host?

Sadaf Beynon: Yeah. Being on other people's podcast, like guesting on other podcasts.

Jaryd Krause: Yeah. I think mostly just because it allowed me to see how other hosts would run their podcasts as well, which gave me ideas too and different questions that they would ask as well.[00:53:00]

Yeah. That's probably why.

Sadaf Beynon: Yeah. Yeah. That makes sense. Just curious. All right. So Jaryd, looking back, what do you wish you knew when you first started your podcast?

Jaryd Krause: What do I wish I knew? I wish I knew that. I wish I knew how valuable podcasting was and I wish I had, I wish I hadn't known to start a podcast. Yeah, I also wish I knew to get bigger guests on and go on bigger podcasts earlier as well to promote the podcast too.

Sadaf Beynon: Hmm.

Jaryd Krause: Yeah.

Sadaf Beynon: So when did you start guesting then on other people's podcasts? When did that kind of click into place for you?

Jaryd Krause: I think maybe after like a year, I started to get on a bit different.

I think it was mostly because. At the start, I wasn't super confident myself just getting on and speaking my own podcast, let alone going on other people's podcasts, [00:54:00] but it's so much easier going on other people's podcasts.

Sadaf Beynon: Yeah. Because you just show up. You

Jaryd Krause: just show up. You just

Sadaf Beynon: chat. Yeah.

Jaryd Krause: Yeah. It's, it's, you don't have to think.

Sadaf Beynon: Hmm. Hmm. Well, for me anyway,

Jaryd Krause: my style, my style of being interviewed is like, I just, I don't Make it up as I go.

Sadaf Beynon: Great. Um, I love it. Um, so what would you say are some of like the biggest lessons you've learned then about podcasting?

Jaryd Krause: Yes. Lesson I've learned is that I just didn't really know how valuable a podcast would actually be to a business as its main growth mechanism.

I didn't

Jaryd Krause: realize I, I didn't know. I didn't understand having a, an asset of the podcast being an asset and a bank of content, how valuable it would be for people just bulk consuming, uh, and binging. So a lot of people [00:55:00] will find one podcast episode and then they'll go through and they'll just binge as many as they can.

Now it's like ridiculous amounts. So I don't think they can go through the whole thing, but, um, I didn't realize how valuable that was at the start. Yeah. What are some other things that I've learned? I mean. I've learnt to get better at asking questions, yeah, which has been very, very valuable in my life and my business because it's like what Tony Robbins says, the quality of your life determines the quality, the quality of your questions determines the quality of your life and also that means the quality of the questions you ask us determines the quality of the value you can provide for your audience.

Mm.

Jaryd Krause: So it's helped me get really good at asking questions. It's helped me get really good at telling stories as well, and I think that is super important for branding and for your audience too. Yeah.

Sadaf Beynon: Yeah, I like that. That's [00:56:00] cool. So when you're, when you're hosting and you're asking questions, you've got your questions that you wanna ask as a host, but you've also got the audience.

In the back of your mind as to what they would want to know, how do you hold those two things together when you're, when you're hosting?

Jaryd Krause: Uh, that's a good question. What I do is I have normally have two or three topics that I want to speak about. So say the guest has acquired a business. The main thing I want to talk about is the acquisition.

Uh,

Jaryd Krause: I also understand that the person that has made the acquisition decided to buy a business for some certain reason. And typically most of the people that are listening to my podcast, their reason is that they want to buy a business so they can replace their income. And typically they didn't like what they were doing.

So what I always ask at the start is like, Why did you buy this business? And that typically resonates with my audience at the start because like, Oh, that person want to buy the business because they didn't like their [00:57:00] job or they're doing this and they didn't like it. Typically it's like, I want to do something different, which is everybody listens to my podcast.

So it helps that create, create that connection point from the start. Then I asked them about their business, why they bought it. And I have, I don't have set questions that I'm like, I need to ask these. I am very present in the episode and the more present you are in the conversation, typically the more value you can extract from the guests, as well as sitting in the shoes of your audience, sitting in the seat of your audience or standing in the shoes of your audience, I should say.

And so I will like to, to go, to get more value, I'll ask a certain question based on something that I've answered. And then from that answer, I'll ask another question that'll help me, help me go deeper. For example, why did you acquire this business? Oh, okay. Cause I was an accountant and they didn't like their job and I wanted to replace my income.

I want to spend more time with my kids. Okay, cool. [00:58:00]

If that's

Jaryd Krause: the case, then what, what helps you choose the right business model that you could allow you to do that? And then they say the business model, I'm like, okay, cool. Why, you know, why? What do you like about that business model? What do you not like about the other business models?

And then that helps other people listening formulate what business model they, they could purchase and they bought it. And then I, I ask about like, how did you do, how did you find it? Mm-Hmm. , how did you do, do your due diligence? What were the challenges that popped up? Uh, and then I just ask questions based on like how they answer it.

And yeah, I, I guess it's just experience at the start, I was, I probably wasn't as present at the start, to be honest. Uh, in my first. Uh, and now I'm just know my audience so well that I, it's just an organic thing,

Sadaf Beynon: I guess. Yeah. That makes a lot of sense. So the better, you know, your audience, the better, you know, who you're talking to, um, the more present you can be.

Yeah. Makes a lot of sense.

Yeah. Yeah.

Sadaf Beynon: Thank [00:59:00] you. Um, Jaryd, to wrap things up, can you tell me within 60 seconds, why you think podcasting is such a great tool for growing one's business?

Jaryd Krause: Podcasting is such a great tool for growing one's business because it shows your, helps you share your story, share your vulnerabilities, and those are the things that help people connect with you, see that you're a real person, and allow trust to be built.

Which is how any business grows is trust. People aren't going to work with you or get your products or service unless you build trust.

Sadaf Beynon: Thank you. Thank you, Jaryd. Like it's been, um, it's been really great having you on the show today because I feel like I've learned so much. You've been so incredibly insightful with.

All that you're, all that you've offered up. So thank you for, for that.

Thank you. Um, where can our

Sadaf Beynon: listeners go? Oh, you're welcome. Where can our listeners go to find out more about you and [01:00:00] your podcast?

Jaryd Krause: Yeah. Um, you can type my name into Google, Jaryd Krause, uh, or you can go to buyingonlinebusinesses. com, which is my website.

My podcast is on there or the YouTube channel Buying Online Businesses as well. And uh, yeah, guys, reach out if you have questions. Reach out, email me, typically it will go to my desk if it's, if it's not, if it, yeah, just reach out. Jaryd at BuyingOnLineBusiness. com. That'll go directly to me.

Sadaf Beynon: Awesome.

Awesome. And, um, yeah, thank you, Jaryd. And to our listeners, thank you for tuning in to Podjunction Podcast. I hope today's episode has inspired you as well. To think creatively about how you can leverage podcasting for your own business growth. Be sure to check out Jaryd's links. They will be in the show notes.

If you found this episode helpful, we'd love for you to leave a review and share it with someone who you think could also benefit. I'm Sadaf Beynon. Thanks for listening. Bye for now.

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