Michael and Jaci Russo of brandRUSSO: 5 Things You Need To Know To Create A Very Successful Podcast

An Interview With Jason Hartman

I believe there are numerous companies focusing on podcast guest outreach nowadays. Some notable ones include Interview Valet, PodcastGuest.com, and a couple of others that are frequently in touch with us. Leveraging these resources can be incredibly valuable. Additionally, tapping into your own network is key — if you have authority in a particular space, you likely have a pool of contacts to reach out to. Utilize the power of social media, particularly platforms like LinkedIn, to broadcast your search for guests. Clearly define your criteria for guests to ensure the right fit, making the screening process smoother. Establishing a standardized process to vet potential speakers ensures they align with your podcast’s objectives and audience preferences.

As part of my series of interviews about “5 things you need to know to create a very successful podcast”, I had the pleasure of interviewing Michael and Jaci Russo.

Meet Jaci and Michael Russo, the dynamic He Said, She Said partners behind brandRUSSO — a Louisiana-based B2B strategic branding agency. Since its founding in 2001, the agency has grown to represent a global portfolio of B2B clients in the professional services and manufacturing industries.

She got her start working with A-list actors Hollywood. Today, Jaci is a brand strategist, author, radio host, and one-half of the founding team behind brandRUSSO. With 25 years of branding and marketing experience on a national level, Jaci is a sought-after speaker on the topics of branding and social media.

He is an award-winning art director, copywriter and designer that began his career in Seattle. Michael has a talent for capturing the voice, character, and personality of businesses through their messaging — helping to transform them into strong and relatable brands.

Together, Jaci and Michael Russo, are responsible for the birth of four kids in addition to the agency that they co-founded.

Through a blend of effective communication, strategic analysis, and invaluable lessons learned from trial and error, they’ve not only mastered the art of running a business together but also crafted the captivating “He Said, She Said” podcast and book. These platforms offer insights into the literal marriage of minds behind brandRUSSO.

As leaders in B2B branding, Jaci and Michael work with their team to seamlessly integrate the balance of creative and strategy. Jaci, the lead strategist at RUSSO, and Michael, the creative director, form a formidable team that shares victories while ensuring the spotlight stays firmly on their clients. Their commitment extends beyond personal success; believing in the promise behind the brand, while championing a philosophy of changing the conversation and dominating through differentiation to motivate consumer behavior. The RUSSO story helps to empower B2B businesses to authentically shape their brands in today’s ever changing digital landscape.

Thank you so much for doing this with us! Before we dig in, our readers would love to get to know you a bit more. Can you tell us a bit of your personal backstory? What is your background and what eventually brought you to this particular career path?

I am originally from Lafayette, Louisiana, but my career began in Los Angeles, working as a junior talent agent at Creative Artists Agency, (CAA). Following my time there I helped form a special effects company, working on notable films for Sony and Paramount. I was involved in the rebranding of a large multimedia company before circumstances led me back to my home town of Lafayette. Not long after I met my future husband and business partner, Michael. In 2001, we formed brandRusso, a strategic branding agency. Today the agency represents a global portfolio of B2B clients in the professional services and manufacturing industries.

Our podcast originated from a blog that evolved into a radio show, and later transitioned into live video interviews highlighting businesses adapting during the pandemic. This initiative provided crucial support and insights to entrepreneurs, featuring discussions on government assistance programs and employee experiences amidst the changing business landscape. Since then, the He Said, She Said, Razor Branding Podcast, which is hosted by both Michael and I, has evolved into conversations with entrepreneurs, business leaders, and marketing professionals throughout the US, providing listeners with an opportunity to learn from their experiences and stories.

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

Over the years, we have had many interesting moments take place during our podcasts, but two in particular stand out.

The first incident occurred during one of our live sessions, when news of a client’s unexpected passing came in. The particular client had also become a close friend, and the news was devastating to say the least.. With no option to pause or excuse myself, I had to push through the interview. .

The second centered around a 24 hour-long podcast marathon to raise funds for various nonprofits. It was both exhilarating and exhausting, pushing our technical skills, endurance, and conversational abilities to the limit. Despite the challenges, it was incredibly rewarding to learn about and support so many different charitable organizations, while also witnessing the community come together for the cause. The finale was a memorable celebration, with two close friends surprising me as our final guests at midnight.

It has been said that our mistakes can be our greatest teachers. Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

One mistake we made early on was failing to trust in proving organic content, choosing instead to simply recite content from our blog posts and call it a day. . It felt like an easy way out, highlighting the importance of authenticity. . Recognizing my strength as a speaker rather than a writer, it pushed me to focus on what I do best. Ultimately, it was a valuable lesson learned from starting off on the wrong foot, leading to improvements and a better way for us to serve as thought leaders with a unique perspective. .

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

The He Said, She Said, Razor Branding Podcast has been in existence in one form or another since 2017, with hundreds of episodes recorded.

What are the main takeaways, lessons or messages that you want your listeners to walk away with after listening to your show?

Primarily, we aim for our audience to gain valuable insights that enhance their professional careers and overall performance. Whether it’s selecting guests, determining frequency, or deciding on the hour-long format, each decision is driven by the question: “Does our podcast help to empower, inspire, and inform other entrepreneurs, business leaders, and marketers?” This not only guides our efforts, but works to ensure that every episode contributes towards this goal.

In your opinion 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 your content?

First and foremost, Michael and I, as co-hosts and co-authors of “He Said, She Said Branding,” bring a unique dynamic to the table. With years of marriage and business partnership under our belts, our banter often reflects the synergy of our experiences, combining both strategy and creative into the conversation. My strategic background compliments Michael’s creative talents , allowing us to craft content greater than the sum of its parts. Moreover, we’ve been fortunate to feature remarkable guests, thanks to our exceptional PR team. Their efforts ensure a steady stream of heavyweight authors, business leaders, marketers, and brand experts, making each episode a conversation worth listening to. . As a husband-wife duo focused on B2B branding, we offer a perspective seldom found elsewhere. The addition of a third voice ensures dynamic conversations that are always enlightening. We prioritize engaging with our guests, investing time in understanding their backgrounds and expertise, which fuels the continuous flow of our discussions.

Doing something on a consistent basis is not easy. Podcasting every work-day, or even every week can be monotonous. What would you recommend to others about how to maintain discipline and consistency? What would you recommend to others about how to avoid burnout?

With full time day jobs running the agency, we eventually landed on an every other week schedule. This ensures a cohesive and engaging experience for our audience, without taxing too much of our time. We found that too much randomness leads to inconsistency, while excessive repetition breeds monotony. Aligning topics and guests is key to delivering value that resonates with your listeners. With our growing subscriber base, it’s rewarding to know we’re consistently delivering content that resonates with our audience. I’d recommend getting a co-host and spacing out episodes to maintain interest. Choosing topics you’re passionate about is also important. Chances are if you’re interested in the topic, your audience will be too.

What resources do you get your inspiration for materials from?

I’m an avid reader, frequently diving into publications like Ad Age and Ad Week, as well as my favorite daily newsletter, 21 Hats. Engaging with books and novels often inspires me to invite their authors onto the podcast for insightful discussions. Additionally, I’m active in various peer groups and national networking circles, constantly encountering fresh ideas and potential guests. It seems there’s always a new story or source of inspiration waiting for me at every turn.

Ok fantastic. Let’s now shift to the main questions of our discussion. Is there someone in the podcasting world who you think is a great model for how to run a really fantastic podcast? What are the ingredients that make that podcast so successful?

I believe the folks at SmartLess set the bar high. With three hosts, they maintain a careful balance, always featuring captivating guests and keeping the conversation flowing effortlessly. Their ability to inject humor without taking themselves too seriously makes them a delight to listen to.

You are a very successful podcaster yourself. Can you share with our readers the five things you need to know to create an extremely successful podcast? (Please share a story or example for each, if you can.)

I believe it’s essential to begin by understanding yourself — identify the subject matter in which you’re an expert and determine how you can effectively communicate your knowledge on that topic.

The second crucial aspect, in my opinion, is understanding your target audience. What do they want to hear? How can you consistently deliver content that’s engaging and enriching for them, whether it’s entertaining, informative, or simply uplifting their lives in some way?

The third aspect I consider essential is grasping your niche. What sets you apart from the crowd? In a podcast landscape saturated with millions of options, it’s crucial to avoid replication and instead carve out a unique identity. Discovering your distinctive approach is key to standing out in a meaningful way.

The fourth aspect is technology. Ensuring your equipment is top-notch is crucial; nobody wants to hear bad audio. . Invest in quality microphones and ensure your production values are top-notch, as it greatly enhances the listening experience and overall reception of your podcast.

Lastly, but certainly not least, is promotion. It’s essential to ensure your episodes reach your target audience, whether through subscribers, social media channels, or other means. Without an audience to support you, it’s easy to become discouraged after just a few attempts. Tracking your progress is crucial; witnessing steady growth in listenership brings a sense of accomplishment and motivates continued effort. Reflecting on how far we’ve come, from simply reading the blog aloud, fills me with satisfaction and gratitude for our journey.

Can you share some insight from your experience about the best ways to: 1) book great guests; 2) increase listeners; 3) produce it in a professional way; 4) encourage engagement; and 5) the best way to monetize it? (Please share a story or example for each, if you can.)

1. I believe there are numerous companies focusing on podcast guest outreach nowadays. Some notable ones include Interview Valet, PodcastGuest.com, and a couple of others that are frequently in touch with us. Leveraging these resources can be incredibly valuable. Additionally, tapping into your own network is key — if you have authority in a particular space, you likely have a pool of contacts to reach out to. Utilize the power of social media, particularly platforms like LinkedIn, to broadcast your search for guests. Clearly define your criteria for guests to ensure the right fit, making the screening process smoother. Establishing a standardized process to vet potential speakers ensures they align with your podcast’s objectives and audience preferences.
2. Engaging your network, utilizing guest services, leveraging social media, and maintaining an engaging podcast — these elements play into a classic chicken-or-egg scenario. Great guests attract more listeners, while a larger audience entices better guests to join. Therefore, it’s crucial to continually grow your engagement, expand your following, and enhance your guest roster.
3. Quality production begins with quality equipment, and investing in good microphones is a great place to start. A reliable noise-canceling condenser mic can effectively eliminate external distractions and refine recordings made in less-than-perfect environments. Additionally, selecting suitable recording and editing software is also very important to increase the overall polish and professionalism of the podcast.
4. I believe having a great guest and an engaging topic is paramount for an outstanding podcast episode. During our live versions, audience interaction was particularly enjoyable; receiving questions in real-time via text or social media platforms like Facebook and YouTube added a sense of community and connection. Since then, we’ve transitioned to leveraging social media, emails, and our database to invite guests and connect with our audience. It’s rewarding when listeners suggest potential guests or pose questions, and we strive to accommodate their requests whenever possible.
5. Monetization has never been our aim; instead, we utilize the podcast for educational and promotional purposes. While I’m aware of companies and services that focus on monetizing podcasts, it’s not our priority. Introducing monetization would alter the dynamic of our content, and I appreciate the freedom of not being beholden to sponsors or advertisers. Despite receiving offers from sponsors and advertisers, our goal remains to maintain the purity of our podcast. Thankfully, our agency’s success ensures that we don’t rely on the podcast as a revenue generator.

For someone looking to start their own podcast, which equipment would you recommend that they start with?

In podcasting, investing in a quality microphone is paramount. Subpar vocals, distracting background noise, or echo-filled rooms can detract from the listener experience. Opting for a dependable condenser microphone is key. Even the most economical options can bring a professional sound to your podcast.. Equally important is choosing the right recording software. Luckily, there are many affordable options to consider. StreamYard and Riverside stand out as excellent choices, catering to various skill levels and requirements. Riverside even offers built-in editing capabilities for added convenience.

Ok. We are almost done. :-) Because of your position and work, you are a person of enormous influence. If you could inspire a movement that would bring the most amount of good to the greatest amount of people, what would that be? You never know what your idea can trigger. :-)

One of my main challenges is assisting entrepreneurs and second-stage businesses who are still in a learning phase. Many of them need to enhance their skills to improve their performance. To address this, we created BrandStateU (www.brandstateu.com) a platform aimed at educating individuals to excel in marketing, grow their businesses, improve their brand, and access professional development resources. We bring in trainers to enhance team-building skills and overall success as well, and I am extremely proud of how this program has developed over the years. This endeavor is a passion of mine, and I am excited to see its continued growth.

How can our readers follow you online?

He Said, She Said, Razor Branding Podcast: razorbranding.org

Facebook: @brandRUSSO

Instagram: @brandrusso

Twitter: brand_RUSSO

LinkedIn: @brandRUSSO

Website: www.brandrusso.com

Thank you so much for sharing your time and your excellent insights! We wish you continued success.

About The Interviewer: Jason Hartman is the Founder and CEO of Empowered Investor. Jason has been involved in several thousand real estate transactions and has owned income properties in 11 states and 17 cities. Empowered Investor helps people achieve The American Dream of financial freedom by purchasing income property in prudent markets nationwide. Jason’s Complete Solution for Real Estate Investors™ is a comprehensive system providing real estate investors with education, research, resources and technology to deal with all areas of their income property investment needs. Through Jason’s podcasts, educational events, referrals, mentoring and software to track your investments, investors can easily locate, finance and purchase properties in these exceptional markets with confidence and peace of mind.

Starting with very little, Jason, while still in college at the age of 19, embarked on a career in real estate. While brokering properties for clients, he was investing in his own portfolio along the way. Through creativity, persistence and hard work, he earned a number of prestigious industry awards and became a young multi-millionaire. Jason purchased a California real estate brokerage firm that was later acquired by Coldwell Banker. He combined his dedication and business talents to become a successful entrepreneur, public speaker, author, and media personality. Over the years he developed his Complete Solution for Real Estate Investors™ where his innovative firm educates and assists investors in acquiring prudent investments nationwide for their portfolio. Jason’s sought after educational events, speaking engagements, and his popular “Creating Wealth Podcast” inspire and empower hundreds of thousands of people in 189 countries worldwide.

While running his successful real estate and media businesses, Jason also believes that giving back to the community plays an important role in building strong personal relationships. He established The Jason Hartman Foundation in 2005 to provide financial literacy education to young adults providing the all-important real world skills not taught in school which are the key to the financial stability and success of future generations. We’re in a global monetary crisis caused by decades of misguided policies and the cycle of financial dependence has to be broken, literacy and self-reliance are a good start. Visit JasonHartman.com for free materials and resources.