Tracy Leigh Hazzard
Jul 21 · 7 min read

As part of my series of interviews about “5 things you need to know to create a “binge-able” podcast”, I had the pleasure of interviewing Scott Robertson, host of May the Best Brand Win on Entertalk Radio. Scott Robertson has more than 28 years of public relations and marketing communications experience with a wide range of consumer and business-to-business organizations. Described as “as magnet in a world filled with funnels,” Robertson’s wit, humor, audience empathy, creativity and communications expertise have set him apart from most of the so-called “full stack” marketers working today.

Thank you so much for doing this with us! Can you tell us the “backstory” about why or how you got started as a podcaster?

In my last corporate job, I developed a friendship with a guy in San Diego who was just starting an Internet radio station. When I launched my company in 2012, we started talking about the need for a show about marketing in the music/tech industry that was interesting, funny and spoke the truth. My show launched in the winter of 2016. The rest is rock n’ roll history.

Can you share a story about the most interesting thing that has happened to you since you started podcasting?

I get pitched now by PR companies and agents trying to book their clients on MY show and that’s a weird switch for me, the PR guy, who is used to pitching things, but not being pitched. I also get fan mail now and while I’m used to getting that for some of my clients, etc., it’s interesting getting messages meant for me.

Can you share a story about the biggest or funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

Oh sure — When I first started doing the show, I was using this older Mac Powerbook to connect to the station in San Diego and that machine had this nasty habit of just dropping the signal and disconnecting me like right in the middle of a good marketing rant, so the engineer would have to jump in and say “uh yeah….Scott’s coming back in a moment….” and just stall for me until I appeared again on the air. So it wasn’t the sharpest operation in the world at times. But I got a better computer, learned a few bandwidth maximizing tricks, and things run smoothly now.

How long have you been podcasting and how many shows have you aired?

A little over two years and we just finished episode 126 of the show. And those are hour-long shows too, not like 5 or 15 minutes or something.

What are the main takeaways or lessons you want your listeners to walk away with?

If you have a message, something real to say that can help people — then find a way to get it out there. The world needs it. Basically six big companies control the majority of what most people see/hear on a daily basis and that is very dangerous. Take to your airwaves and let’s break up that communications blockade out there with some different ideas and free thinking!

You are a very successful podcaster. Can you share with our readers the five things you need to know to create an extremely successful podcast?

Podcaster Influencer, Scott Robertson of the May the Best Brand Win Podcast shares the best ways to:

1. Have a real message and a real purpose. Mine is to save good marketing & communications from awful marketing & communications. But you have to know why you’re there each week.

2. Invest in good equipment — it’s not horribly expensive, but have good quality, new gear (microphones, headphones, interfaces, cables) so you can focus on the show and NOT the technical connections, etc.

3. LISTEN to your audience — they will communicate with you and tell you what you’re doing right and wrong. Be about them and they will find you. I always give tips on my show so if someone is struggling with a particular area of marketing, they can use those tips to do a little better.

4. Don’t worry about “monetizing” your podcast. Most songs that are written to make someone else money will probably fail and a ton of them written from the artist’s heart will reach millions of people by “accident.” If you’re just about money, people will sense that and they will bail on you.

5. I love doing a live Periscope video feed of the show while we’re on the air. Allows people to see you and interact with you live via video. Great for mobile listeners who want it live too and like the Periscope format.

From your vantage point what are some of the reasons why a person should consider creating a podcast series?

If you have a unique point of view about what you do for a living or what you’re passionate about, then you should create a podcast for it. Again, our world thrives in an environment with MANY viewpoints and perspectives. Podcasting is a fantastic way to build YOUR tribe who like the way you see things or even who might challenge the way you see them.

Nowadays it seems as if everyone is trying to jump on the podcast bandwagon. Are there people to whom you would advise to avoid podcasting and instead focus on another medium?

Anyone whose heart isn’t really in it shouldn’t do it. Podcasting allows you to be really real in a really fake world of pre-produced media coverage, targeted, behavior-based advertising and shaped narratives. So if you start out NOT being real, you’re going to suck at this and should avoid it. Like they say in Ready Player One, “a fanboy knows a hater,” so don’t be fake.

How has your position as a podcast host and a person of high authority, impacted your business, sales, and/or increased your opportunities? Can you share a story with us?

Absolutely. My business (Robertson Communications) grew 20 percent last year due to new clients and projects that came directly from the show. Plus, it’s like a nice pre-interview process where prospective clients can hear me and my insanity and gauge whether they are ready to be THAT different in a world that claims to want marketing differentiation, but would actually prefer comfort and compliance.

What makes your podcast binge-listenable? What do you think makes your podcast unique from the others in your category? What do you think is special about you as a host, your guests, or the content itself?

Well, if you’re in marketing, you need to listen to it because the garbage that passes for marketing buzzwords, strategy and tactics today from some companies MUST be fixed. And I can help. I can be that voice that says — yeah, maybe people DON’T want their groceries delivered INSIDE of the their homes by complete strangers? Maybe we shouldn’t change our brand just because WE are tired of it and maybe we should’n’t be talking about OURSELVES so much in a world that wants to hear how great THEY are. There is a lot of stupid in the world and I do my best to make sure it doesn’t reach or infect my clients. Plus, it’s a very entertaining world of marketing & communications out there and I try to make sure my stuff is fun, funny, entertaining as well as educational. It’s like a much meaner version of Mr. Rogers Neighborhood (without puppets — I am scared of puppets.)

Where can our readers find you on Social Media?

Twitter|Facebook

Is there a specific high-value guest (obviously still living) that you would love to interview on your show, and why? He or she might just see this when we tag them!

Wow — let’s see. I love Seth Godin. I think he is one THE smartest marketing minds of our generation and I follow his blog. I also really like Gary Vaynerchuk, but we disagree re: advertising strategy*. And I love Donald Miller (Storybrand) and think he really has a nice formula for reshaping brand messaging.

(*Tracy’s Note: I disagree with him too but he is always on to something!)

Authority Magazine

Leadership Lessons from Authorities in Business, Film, Sports and Tech. Authority Mag is devoted primarily to sharing interesting feature interviews of people who are authorities in their industry. We use interviews to draw out stories that are both empowering and actionable.

Tracy Leigh Hazzard

Written by

Co-host of 4 top-ranked podcasts: New Trust Economy, Feed Your Brand, Product launch Hazzards, WTFFF?!; Brand Strategist and prolific content Brandcaster.

Authority Magazine

Leadership Lessons from Authorities in Business, Film, Sports and Tech. Authority Mag is devoted primarily to sharing interesting feature interviews of people who are authorities in their industry. We use interviews to draw out stories that are both empowering and actionable.

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